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Lionbridge's Latino Link Webinar - January 2011


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Join us for the webinar “Latino Link: Localizing your content for Hispanic communities online" presented by Joe Kutchera, author of the new book – Latino Link: Building Brands Online with Hispanic Communities and Content.

In this informative one-hour webcast, Kutchera will present his findings on how Hispanics considerably over-index in their use of social media and mobile services relative to the general population, and are rapidly catching up with regard to e-commerce. He will present case studies on BestBuy, Ford and H&R Block to illustrate how and why these leading companies have developed content for Hispanics and Latin Americans. Kutchera will also provide insight into the consumer personae of the Spanish-speaking audience and the closing of the digital divide, which opens doors to increased sales in-store and online.

By attending this webinar, you will learn:
*How social media motivates Hispanic consumer behavior online
*How to affectively target the “connectors” on social networks and their influence on consumers across borders
*Some of the common challenges and missteps in targeting Hispanics online
*The results of the 2010 Census: What will the data mean for your business

Published in: Business
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Lionbridge's Latino Link Webinar - January 2011

  1. 1. Latino Link: Localizing your content for Hispanic communities online<br />Join the conversation on twitter <br />#LIOX @Lionbridge<br />Presented by Joe Kutchera<br />Hosted by Nathalie Molina<br />
  2. 2. Housekeeping<br />Disable pop-up blockers (recommended)<br />‘Help’ button on the webinar console or <br />Request slides:<br />‘Question’ box in lower left corner<br />Follow-up email with link to on-demand recording<br />
  3. 3. Introductions<br />Joe Kutchera<br />Director of Digital at Acento, a full-service Hispanic advertising agency<br />Joe@Kutchera<br />Joe Kutchera is the author of Latino Link: Building brands online with Hispanic communities and content. During his tenure at Time Warner, he built CNNExpansion, CNNMoney,, and Warner Bros. Online. He has been featured on Advertising Age, BBC Mundo, and CNN en Español. He writes for Fox News Latino and MediaPost.<br />Nathalie Molina<br /><ul><li>Title
  4. 4. Email
  5. 5. Bio</li></li></ul><li>$400M Leader in Translation, Testing and Development<br />Global Scale<br />Market Leadership<br />4,200 employees 26 countries<br /><ul><li>1,900 offshore employees
  6. 6. 85,000+ third party, mobile and at home workers </li></ul>Leader in $14B services industry<br /><ul><li>Translation and adaptation of productsand content for international markets</li></ul>Cloud Technology Platform<br />Loyal, Global Clients<br />‘Crowd-in-the-Cloud’<br /><ul><li>Industry leading technology
  7. 7. Drives efficiency
  8. 8. Improves productivity</li></ul>Recurring relationships with 500+ global clients<br /><ul><li>80% of revenue comes from recurring clients
  9. 9. 12 of the Fortune 20 companies are client</li></ul>Lionbridge Snapshot<br />
  10. 10. @joekutchera<br />#latism<br />
  11. 11. @joekutchera<br />#latism<br />
  12. 12. @joekutchera<br />#latism<br />
  13. 13. @joekutchera<br />#latism<br />
  14. 14. Questions I will answer in today’s presentation:<br />The market opportunity for reaching U.S. Hispanics online?<br />Preference for Spanish or English?<br />What motivates U.S. Hispanics to use the Internet/mobile?<br />Which Hispanic marketers have translated their site?<br />How can your clients incorporate social media?<br />U.S. Hispanics and/or Latin Americans?<br />What are the implications for the Localization industry?<br />
  15. 15. Before we start: Definition of a few terms<br />
  16. 16. Before we start:<br />Hispanic: Used by U.S. Census Bureau, more official<br />Latino: “A native or inhabitant of Latin America,” or from Roman Empire<br />“U.S. Hispanic” and “U.S. Latino” used interchangeably<br />Globalization: Does your web site maintain a consistent brand, look, and feel? <br />Localization: How relevant is your website to the user’s culture and country?<br />The Internet connects computers. Language connects people<br />
  17. 17. Localization is:<br />
  18. 18. Research: Closing in on the Digital Divide<br />
  19. 19. 2010 US Census Data<br />Big “winners” – Texas (+4), Florida (+2), Arizona (+1), Nevada (+1), Utah (+1)<br />
  20. 20. US Hispanic Internet Users and Penetration,<br />2009-2014 (millions and % of Hispanic population)<br />
  21. 21. Time Spent on English- vs. Spanish-Language Websites<br />According to U.S. Hispanic Internet Users by Acculturation Level – July 2009<br />Generation<br />1st<br />2nd<br />3rd<br />
  22. 22. How often do you research/purchase products online? <br />
  23. 23. Facebook Usage by Ethnicity<br />
  24. 24. Technology Use: Hispanics vs. Non-Hispanics<br />
  25. 25. Consumer Profiles:Latinos who use the Internet<br />
  26. 26. Madeline and Ricardo<br />Keep in touch with cousins in Peru and Spain via Facebook<br />
  27. 27. Elizabeth<br />Spanish-language media = pro-immigrant<br />
  28. 28. Mike and Monica Melone<br />New ways to “transfer” money to family in Latin America<br />
  29. 29. Alfonso<br />Mexicans spend between $20 and $40 Billion annually in U.S.<br />
  30. 30. Leaders in Digital Marketing to U.S. Hispanics<br />
  31. 31. Best Buy en español<br />U.S. Hispanics AND Latin Americans<br />
  32. 32. Best Buy en español<br />U.S. Hispanics AND Latin Americans<br />
  33. 33. The Home Depot en español<br />Neither U.S. Hispanics or Latin Americans<br />
  34. 34. Banco Popular: Best Hispanic Global Gateway<br />
  35. 35. Lexicon Marketing: English without Borders<br />Continuous Relationship with Consumers<br />
  36. 36. AmFamLatino on Facebook<br />Customized Pages for Each Agent<br />
  37. 37. Babycenter: Targeting Latina Mothers<br />Culturally Customized Content byCountry in Spanish<br />“I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”<br />
  38. 38. Procter & Gamble: Being Girl<br />Culturally Customized with High Context Content in English<br />
  39. 39. Social Media & Localization:The Story of Cumbio and Fotolog<br />
  40. 40. The Story of <br />
  41. 41. …and Cumbio <br />
  42. 42. “Connectors” Organizing Events<br />
  43. 43. “Connectors” Getting Book Deals<br />
  44. 44. Hiring “Connectors”<br />
  45. 45.
  46. 46. Finding “Connectors”<br />
  47. 47.
  48. 48.
  49. 49. How do we help our clients <br />develop online connections and content? <br />And how can we connect those <br />online relationships with offline events <br />and ultimately drive sales?<br />
  50. 50. Conclusion: What’s Next?<br />
  51. 51.
  52. 52.
  53. 53. Forecasted e-commerce growth on WWW<br />
  54. 54. Conclusion<br />Which region of the U.S. has grown the most?<br />Have U.S. Hispanics online passed the “tipping point”?<br />What motivates Hispanics to use digital media?<br />Are online Hispanics U.S. or global influencers?<br />What’s the opportunity for marketers?<br />U.S. Hispanics and/or Latin Americans?<br />What does this mean for the Localization industry?<br />
  55. 55. Thank you!<br /><br /><br />
  56. 56. Questions? <br />Latino Link on Amazon:<br /><br />
  57. 57. Knowledge Center<br /><br />
  58. 58. Thank You!<br /><br />Joe Kutchera<br />Roberto Sastre<br /><br />Lionbridge<br /><br /><br /><br /><br />