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Sensis Hispanic Persona Project

  1. 1. Hispanicize 2011Hispanic Persona ProjectApril 7, 2011<br />
  2. 2. Introduction<br />
  3. 3. A behavioral model to guide Hispanic digital marketing across paid, owned, and earned media.<br />
  4. 4. Our Goals<br />Create personas that represent the U.S. Hispanic Internet populationIntroduce a new qualitative research approach and behavioral model to help organizations in a digital world<br />
  5. 5. What are Personas?<br />
  6. 6. What is a Persona?<br /><ul><li>Profile of an archetypal user
  7. 7. Represents the needs of many
  8. 8. Based on research
  9. 9. Design research in the field
  10. 10. Help create scenarios</li></li></ul><li>History of Personas<br /><ul><li>Invented by and made famous by Alan Cooper’s “The Inmates are Running the Asylum” (1999)
  11. 11. Personas have been derided
  12. 12. But good personas are
  13. 13. Based on real data
  14. 14. Defined by goals
  15. 15. Commonly used in digital advertising and user experience (UX) design</li></li></ul><li>How do we create them?<br /><ul><li>Synthesized from ethnographic interviews
  16. 16. Presented as real people with descriptions
  17. 17. Behavior patterns
  18. 18. Skills
  19. 19. Attitudes
  20. 20. environment</li></li></ul><li>Hispanic Personas?<br />
  21. 21. Why Hispanic Personas?<br /><ul><li>They focus on behavior, mindsets, and goals, not demographics
  22. 22. Provide important texture to plan earned media initiatives, particularly in interactive and two-way social environments</li></li></ul><li>We Decided to Evolve the Persona<br /><ul><li>By incorporating
  23. 23. Psychographic details
  24. 24. Differences from other ethnic / general market users</li></li></ul><li>Research Methodology<br /><ul><li>Sample to reflect the composition of U.S. online Hispanics
  25. 25. 60 ethnographic interviews
  26. 26. Three key variables
  27. 27. Acculturation
  28. 28. Age
  29. 29. National origin</li></li></ul><li>Hispanic Personas<br />
  30. 30. “I’m always online, always connected.” <br />Tech-fluential<br />Psychographic Info<br />Name: Ivan<br />Age: 27<br />Acculturation: Mid / High<br /><ul><li>Early adopter of technology
  31. 31. Internet “junkie”, always connected
  32. 32. Does everything online
  33. 33. Lifestyle built around technology
  34. 34. Voracious appetite for information
  35. 35. Heavy mobile user
  36. 36. Takes pride being “in the know”; teaches friends and family about tech</li></ul>Influence<br />Be connected<br />How do we reach him?<br /><ul><li>Behavior-based advertising (long-tail sites, FB ads)
  37. 37. Retargeting </li></ul>Ego<br />Be different<br />Curiosity<br />Status<br />
  38. 38. “I like to know what my friends are up to all the time.” <br />Social Techie<br />Psychographic Info<br />Name: Sandra <br />Age: 33<br />Acculturation: Mid<br /><ul><li>“First follower”
  39. 39. Not concerned with how tech works; but must have the latest
  40. 40. Online 24/7
  41. 41. Lives her social lives online
  42. 42. Loves to share content
  43. 43. Uses multiple devices to stay connected
  44. 44. Has to know what everyone is doing at all times</li></ul>“everyone is doing it”<br />How do we reach her?<br /><ul><li>Social media advertising (Facebook, Twitter, etc.)
  45. 45. Online video ads</li></ul>Stay in touch<br />Friends and family<br />Being heard<br />Popularity<br />
  46. 46. “I think it’s important to have a balance and not spend too much time online” <br />Utilitarian Explorer<br />Psychographic Info<br />Name: Armando<br />Age: 44<br />Acculturation: Mid<br /><ul><li>Life doesn’t revolve around the Web
  47. 47. Uses social media daily but are for the most part “passive listeners“
  48. 48. Knows what they want and leave once they get it
  49. 49. Uses internet as an important channel for entertainment (after TV + radio + print)
  50. 50. Uses mobile mostly for calls/texts
  51. 51. Tends to visit the same sites, not too </li></ul> adventurous<br />Ease everyday tasks<br />How do we reach him?<br /><ul><li>English and Spanish-language portals
  52. 52. Paid Search / Facebook / YouTube ads</li></ul>Research<br />Stay in touch<br />Convenience<br />
  53. 53. Nostalgic Newbie<br />Psychographic Info<br />Name: Mariana<br />Age: 39<br />Acculturation: Low<br /><ul><li>Entry-level user
  54. 54. Still exploring the capabilities of the internet
  55. 55. Still connected to the home country, and everything she does online reflects it
  56. 56. New to social media; Facebook is the “all-in-one” social connectivity solution
  57. 57. Uses the web as a tool to learn and to adapt to life in the U.S.</li></ul>Home country<br />How do we reach her?<br /><ul><li>Spanish-language portals and long-tail websites
  58. 58. Instant Messenger ads / Facebook ads </li></ul>Explore Adapt<br />Opportunities<br />
  59. 59. Bringing the Personas to life…<br />
  60. 60. Utilitarian Explorer<br />Nostalgic Newbie<br />Tech-fluential<br />Social Techie<br />Chris<br />Andrea<br />Brigitte<br />Angelina<br />Brenda<br />Karina<br />Carlos<br />Anna<br />
  61. 61. Research Takeaways<br />
  62. 62. Key Takeaways<br /><ul><li>U.S. Hispanics are heavy social media users - almost all of interviewees noted that the first thing they do when they go online is check email and Facebook – very often from mobile devices.
  63. 63. “The young teaching the old” - younger Hispanic ‘super users’ are teaching the late adopters how to use new technology and introducing them to new digital trends.</li></li></ul><li>Key Takeaways<br /><ul><li>Evolution from old social media platforms to new ones - U.S. Hispanics have migrated from Hi5 and MySpace into Facebook. The only people who are still on MySpace are artists and musicians. </li></li></ul><li>Key Takeaways<br /><ul><li>Online Advertising
  64. 64. Interviewees mentioned they are likely to click on online ads if they are relevant to their interests or contextually relevant, particularly hyper-targeted Facebook ads.
  65. 65. Mobile Internet
  66. 66. Most interviewees had smartphones. Those who do not have one are considering buying one.</li></li></ul><li>811 West 7th StreetSuite 300Los Angeles, CA 90017(213)<br />work with us<br />