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  1. 1. THE STATE OF THE LATINOSPHERE: 2011 Giovanni Rodriguez National Hispanic Corporate Council Fall Member Meeting Omaha, Nebraska October 4, 2011
  2. 2. Q: “What do you do when your Mom friends you”?
  3. 3. Q: “What do you do when your Mom friends you”?
  4. 4. Hey: we asked first!
  5. 5. Q: “What do you do when your Mom friends you”?
  6. 6. Q: “What do you do when your Mom friends you”? A: You accept.
  7. 7. Q: “What do you do when your Mom friends you”? A: You accept. (It’s your mom, bobo.)
  8. 8. “What is it about Latinos”?
  9. 9. We are growing faster
  10. 10. We are aging slower
  11. 11. We are joining faster
  12. 12. We are clicking faster
  13. 13. We are living longer
  14. 14. It’s not about a single monolithic culture.
  15. 15. It’s not about a single monolithic culture. It’s about many different people/interests.
  16. 16. But we all huddle when we are approached the right way (or attacked the wrong way)
  17. 17. But we all huddle when we are approached the right way (or attacked the wrong way) “Todos vuelven a la tierra en que nacieron.”
  18. 18. 7
  19. 19. 7 Size Law Language Land Influence Reach Best Practices
  20. 20. 1. Size
  21. 21. 1. How big is the Latinosphere? Why should marketers care?
  22. 22. 1. How big is the Latinosphere? Why should marketers care? Survey: Latino digital marketing will grow by roughly 15% this year, and social technologies will help drive the market.
  23. 23. Recommendation: Businesses should review their 2012 marketing budgets and examine where they are on the maturity curve for Latino marketing.
  24. 24. 2. Law
  25. 25. 2. What tools and platforms are most commonly in use in the Latinosphere?
  26. 26. 2. What tools and platforms are most commonly in use in the Latinosphere? Survey: Most respondents named Facebook and Twitter as the platforms of choice for engaging Latinos (55%). Only 9% named mobile networks and applications. Even fewer named blogs and YouTube (8% each), or networks that have a strong presence in Latin America (6%).
  27. 27. Recommendation: Marketers should look beyond public networks and explore innovations in mobility, the cloud, and social analytics.
  28. 28. 3. Language
  29. 29. 3. What is the role of language in a world (unlike the Anglosphere) that is bilingual?
  30. 30. 3. What is the role of language in a world (unlike the Anglosphere) that is bilingual? Survey: Roughly 40 percent of respondents said that Spanish matters as much today as it used to. Only 6% said “no,” and the rest (54%) said “it depends.”
  31. 31. “Language is no longer what defines Hispanic content.”
  32. 32. Recommendation: Organizations should review their English/Spanish language strategy and learn from recent studies demonstrating the effectiveness of each for specific campaigns.
  33. 33. 4. Land
  34. 34. 4. What is the importance of land (country of origin) in the Latinosphere, a world that is largely virtual?
  35. 35. 4. What is the importance of land (country of origin) in the Latinosphere, a world that is largely virtual? Survey: More than 70% of marketing practitioners surveyed identified content strategy – without borders – as a critical component for scaling the reach of their digital/social programs.
  36. 36. Recommendation: Organizations should review their overall content strategy. The language side of the Latinosphere is still developing.
  37. 37. 5. Influence
  38. 38. 5. What is the role of emergent influencers in a world that is being remade? Why does this matter to marketers?
  39. 39. 5. What is the role of emergent influencers in a world that is being remade? Why does this matter to marketers? Survey: more than 55% of practitioners surveyed said they have activated or will soon activate blogger programs reflecting the rise of a new class of influencers. Top of mind for many brands: Latina women bloggers.
  40. 40. 939 respondents 2-4 kids 30-39 single most are heads of households not just writing about being Latino LATISM BLOGUERA SURVEY: 2010
  41. 41. Recommendation: Influence is the new class. Cultivate meaningful relationships with grassroot influencers and organizations.
  42. 42. 6. Reach
  43. 43. 6. How easily can a sizable number of people be reached in this new world? Is there a single tribe or multiple tribes that marketers must consider?
  44. 44. 6. How easily can a sizable number of people be reached in this new world? Is there a single tribe or multiple tribes that marketers must consider? Survey: 20% of practitioners surveyed said that are only targeting Latino subgroups versus Latinos in general – a missed opportunity.
  45. 45. 7. Best practices
  46. 46. 7. What are the most outstanding case studies? Who is leading the way?
  47. 47. 7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-profit Latino organizations nearly as often as commercial enterprises (48% versus 52%) when asked to identify best practices in social media.
  48. 48. 7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-profit Latino organizations nearly as often as commercial enterprises (48% versus 52%) when asked to identify best practices in social media. More important: The commercial campaigns that were most popular had a social bent.
  49. 49. Recommendation: Businesses should learn more from recent case studies that leverage social causes and/or Latino solidarity for business benefit.
  50. 50. The Longtail of Latinos
  51. 51. ¡Gracias!
  52. 52. Who are your constituencies? What do they want? How can you better serve them using social, mobile, analytics?

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