Sonico Versalles Breakfast


Published on

Overview of Sonico and Latin American social media environment by Tomás O\'Farrell, CMO of Sonico, at Versailles Breakfast Club on April 16, 2010.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Sonico Versalles Breakfast

  1. 1.
  2. 2. How it allstarted?<br />
  3. 3. Ourhistory<br />July 2002:<br />September2005:<br />December2005:<br />October2006:<br />March2007:<br />28th July2007: Sonico's team became expert in technology and online marketing<br />
  4. 4. The audience<br />Fukuda precisa refazer gráfico com esses novos dados<br />More than 45 millionusersregistered<br /># Users<br />9,506,575<br />7,514,721<br />Brasil<br />Mexico<br />Colombia<br />Peru<br />Argentina<br />Venezuela<br />Spain<br />Chile<br />USA<br />5,522,868<br />4,074,247<br /># Users<br />3,847,900<br />3,259,397<br />2,037,123<br />1,720,237<br />1,312,813<br /><br />
  5. 5. Exponentialgrowth<br />
  6. 6. Sonico Timeline<br />New Privacy System<br />Global Reach<br />With English Version<br />Portuguese Speaking Countries Reach<br />Spanish Speaking CountriesReach<br />
  7. 7. Sonico in the media<br />Ranked by the BusinessWeek magazine and as the 5th most promissory startup with worldwide projection. Sonico is one of the two Latin-American companies mentioned in this ranking.<br />29th June, 2009<br /> “La crisis económica acentuó la caída de la publicidad en radio, prensa y TV pero ha incrementado ventas en Internet. Preocupación para algunos, oportunidad para otros, para poder desarrollar herramientas en redes sociales como Sonico”<br />Sonico was also recognized by the Great Place to Work Institute, which placed it 19th in its ranking of the 50 best places to work.<br />3rd February, 2009<br />26th November, 2009<br />Otherrepercussions<br />
  8. 8. Some brands that are on Sonico<br />
  9. 9. Howthe world uses the Internet<br />Source: comScore Media Metrix/September 2009<br />
  10. 10. HowLatin America consumes online content<br />Source: comScore Media Metrix/September 2009<br />
  11. 11. Why social networking sites are growing so much?<br />
  12. 12. It´s easy to communicate and share<br />Previously, when Social Media wasn´t a phenomenon, people used to share everything by email<br />To a great extent, people's experience of news, especially on the Internet, is becoming a shared social experience<br />Most people use between two and five online news sources, and 65 percent don't have a single favorite Web site for news, unlike social networking sites, which are visited by this people at least once a day<br />37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites<br />Source: Pew Internet and American Life Project/March 2010<br />The report was based on a daily tracking survey of 2,259 adults age 18 or older.<br />
  13. 13. And that´s how most of people get news nowadays<br />More people get their news via updates on social media sites than from newspapers or radio<br />Social networking sites have made news a more participatory experience than ever before<br />People share links to news stories by email, post articles on their profiles on social networking sites and tweet them on Twitter, often following up by discussing the articles on message boards<br />Source: Pew Internet and American Life Project/March 2010<br />The report was based on a daily tracking survey of 2,259 adults age 18 or older.<br />
  14. 14. Social networking sites in Latin America<br /><ul><li>More than 70%of more than 180 million Internet users in Latin America use social networking sites in a regular basis
  15. 15. 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide
  16. 16. South America has the highest usage in terms of percentage (95%)</li></ul>Source: Nielsen Online/December 2009<br />
  17. 17. How global behaviorhaschanged over thelastyear<br /><ul><li>Shareof time spenton online entertainment is growingthefastest
  18. 18. Instantmessengersandconversational media bothboastsignificantusage time</li></ul>Source: comScore Media Metrix/September2009<br />
  19. 19. Audience in Latin America is to betakenseriously<br /><ul><li>Brazil is the 9th largest Internet audience in the world, Mexico is 15th
  20. 20. In termsofpageviews, Brazilwas 10th lastyear, aheadofSpainmIndiaandItaly
  21. 21. In July 2009 Brazilconsumed 3.2% ofworld´s pageviews, Mexiconextwithjust over 1%
  22. 22. Argentina (47.6) andBrazil (47.3) are boththe WW average in averagevisits to the Internet per visitoreachmonth (47.2)
  23. 23. The WW averagepercentageof 15-24 year-olds online is 27.6% (15+, home and work locations)
  24. 24. Colombia 48%
  25. 25. Mexico 47%
  26. 26. Brazil 31%
  27. 27. Puerto Rico 31%
  28. 28. Argentina 27%
  29. 29. Chile 27%</li></ul>Source: comScore Media Metrix/September 2009<br />
  30. 30. BrazilandMexico, thelargest Web populations<br /><ul><li>Brazilhasthelargest Internet population in theregionwith 31 millionusers
  31. 31. Usage for theregion is, in many cases, considerablyhigherthanthe WW average</li></ul>Source: comScore Media Metrix/September 2009<br />
  32. 32. Most popular social networks byregion<br />Source: comScore Media Metrix/September 2009<br />
  33. 33. And what people expect from social networking sites nowadays?<br />
  34. 34. Advanced privacy tools<br />Thegoal is make easier the control of users' privacy, as well as organize their lives online in a more realistic, based on the way we behave, interact and communicate in real life<br /><ul><li>Private: Is the space to share intimate moments with people of our confidence, such as familiy and close friends
  35. 35. Public: We are citizens of the world. We see and we are seen. We are all the time making new contacts and wanting to share with the world our ideas and our work. This profile is ideal for sharing these and all other information that we believe will be of general interest
  36. 36. Professional: it works like a contact book keepinginformationaboutyour work connections andalso works as anattractive virtual business card, funcione como uma agenda de contatos de trabalho, além de um atraente cartão de visitas virtual, openingnew business opportunitiesandjoboffers</li></ul>PERSONAL<br />(Friends & Family)<br />PROFESSIONAL<br />(Recruitment, workrelationships)<br />PUBLIC<br />(Brands, polititians and more)<br />PPP system<br />
  37. 37. Whathappenswhenprivacytoolsaren´t efficient<br />
  38. 38.
  39. 39. Fukuda ou Patrick precisamcolocar o vídeo do PPP eminglêsaqui<br />
  40. 40. Social Media Landscape<br />
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46. Rules toadvertise in social media<br />Understand the rules of this peculiar network<br />Select effective ways to communicate with users<br />Useful + Entertaining + Not scream!<br />Create relevant content to the community<br />Long-term thinking<br />Consult agencies in the field<br />Virality x push content<br />
  47. 47. Top Tips for Social Marketing<br />Create community around your brand<br />Keep content fresh, new, engaging (usually funny)<br />Make it participatory – have a point<br />Create incentives for viral adoption/growth<br />Use it to gather customer feedback – good and bad<br />Experiment with different programs – learn/change fast<br />Think globally<br />Be willing to give up control<br />Get clarity on goals/objectives<br />
  48. 48. Top Marketer Mistakes<br />Build it and they will come<br />Promotion rather than relationship<br />One-way pitch rather than two-way dialog<br />Over-exploiting the social graph<br />Interrupting the customer use case<br />Pretending to be someone you’re not<br />Ignoring limitations of your brand/category<br />
  49. 49. Thank you =)<br />Tomás O’Farrell<br /><br />