The document discusses how social media has changed the process of validating brands and influencing consumers. Social media has shifted influence from brands to consumers, who now share information and get entertainment through various social media platforms. For Latin consumers in particular, social media provides real-world opinions from peers in similar situations that can impact purchase decisions through fostering emotional bonds and conversations.

1. Social Media and User Generated Content PANELIST: Sergio Barrientos Co-founder and Chief Creative Officer, Latin3

2. The Traditional Validation Process Word of Mouth Sales force Family Mavens News Radio TV ads Customer reviews Out-of-home billboards Sponsorships Direct Mail BTL Events Magazine ads Newspaper ads PR INFLUENCERS MESSAGING

3. The ”new” Validation Process Online Banners Search Marketing eMails “ Word of Mouse” Blogs Podcast Social Networks Instant Messenger Content Syndication Online Reviews Comparison sites Video sharing Search Engines Radio TV ads Customer reviews Out-of-home billboards Sponsorships Direct Mail BTL Events Magazine ads Newspaper ads PR Word of Mouth Family Mavens News Sales force INFLUENCERS MESSAGING VALIDATION

4. Consumers and Social Media Influence from brands are shifting to consumers People migrated to the variety of social media to get entertained and share information. Social media transforms communications into content, social networks facilitate conversations Latin Consumers and Social Media Constantly influenced by local culture

5. Social Media provides Real-world data that might affect purchase decisions. Trust that provokes influence Participation that creates an emotional bond Conversation to enrich relationships Facilitates emotional expression Social Media provides to Latin audiences Peer opinions from people in similar situations

6. Why? It’s not about Web 2.0, its about Consumer 2.0 To connect and engage consumers is not enough Consumers need to interact, create and share They want to control their media consumption Why Latin America? It taps into their passion points and fulfills their needs to share and stay in touch

7. Where is it going? * Presented at Cannes last week, by MRM Worldwide