The document discusses the integration of consumer communication across various media and geographic boundaries in Latin America, highlighting the convergence of technology and the impact of cultural interests like sports and social responsibility. It emphasizes the importance of consumer insights for brands to effectively engage audiences through tailored content and integrated communication strategies. The document also notes the significant role of social media and the potential return on investment from innovative marketing approaches during economic downturns.

1. Integrated consumer communication
Presentation: June 4, 2009
Portada Latin America Summit

2. Latin America

3. Latin America
Entertainment
TV Music Radio
Movies Internet
Electronics
Telephone Service
Food
Banking
Content

4. Latin America
Technology, internet and bandwidth
facilitate integration, convergence
in consumer communication

5. People visit blog sites and
chat from all over the world

6. Integration happened already
•Across media – Sports TV/internet/mobile packages
•Across borders - TV content migration north to south,
and vice versa
• Across brands – Plug and play
• Across themes – Sports, news, weather, celebrities
• Across consumers – Social media
Context and content link consumers and brands

7. The seven indicators of integration
Addressable Portable Searchable
Social Interactive Transactional Everywhere

8. c. 80% of the population have technology
More Cellular driven
Latin • 77% have web/cable TV/broadband/cell
America • 47% have web/cable TV/broadband
More Cable and Web driven
US • 85% have web/cable TV/broadband/cell
Hispanic • 70% have web/cable TV/broadband
Geographic borders become less important, than culture
and interests and beliefs
Source: TGI LATINA 2008 Wave I + II (Y9w12) v.02.12.2009; SMRB NHCS Full Year 08

9. Almost half of TV viewing occurs in company
of other forms of communication:
Internet
Cell phone chat
Word of mouth [socializing]
Source: GroupM Latin America Studies/MEC Sensor, MS Mindset

10. Consumers filter media according to interests
The opportunity is creating integrated packages
organized for context and content
not necessarily media and geography

11. Brands are adapting how they engage consumers
• Content and context trump channel for influence & attention
• Content may be implemented in various channels and
disciplines – advertising, placement, promotion, sponsorships
• Success comes from a good idea, something that is
interesting
• Based on [REAL] consumer insight
• Gives [REAL] return on investment
Consumers receive and participate in advertising, their way!

12. Find the link
Leverage the synergies
Create ROI

13. Here are some thought starters
• What is the consumer insight
• What is the idea that links a brand with consumer interests
• What is the return on investment

14. What is important to consumers
Q – Please can you tell me how important each of the following elements are to you in
your life? (All important)

15. Things that link the Latin Americas
• Music
• Soccer
•Personal care
• Social responsibility
• Friends and family

16. How do we link them to create
brand consumer engagement?
Let’s talk about soccer

17. A round ball,
friends,
and a dream

18. Agendas are arranged around soccer
“Definitivamente yo soy de las personas que programa la agenda del
día en torno al partido semanal de mi equipo favorito, busco en
internet qué día, a qué hora y en qué canal lo pasan. Cualquier
compromiso social, familiar, etc., deberá suceder preferiblemente
despues de este partido” - Mexico
“Las mujeres tambien ven el futbol sobre todo durante el mundial, no
es algo solo de hombres. Cuando es un partido de un equipo local
ahi si las mujeres odian ver el futbol y es mas probable ver a
hombres en un bar o restaurante o mas que nada en la casa de
alguien” - Florida
And there are futbol widows as well as football widows
Source: MEC MediaLab Digifaces

19. Consumers have multiple choices for content
Televisadeportes.com
Average daily visitors = 89,000 persons
[Comscore, Jan-April, 2009]
Mexico televised soccer
Averages ~3.5 rating p12+
[IBOPE Mexico, Q1, 09]
YouTube instructions on
‘Live TV on the Internet for free’
Average to date = 3,576 views
Source: YouTube, IBOPE Mexico, Comscore

20. Soccer is followed across media
% of Soccer people who visit sports web sites
Type of media website
Source: TGI LATINA 2008 Wave I + II (Y9w12) v.02.12.2009, Simmons NHCS, full year, 08

21. Content providers cross geographic borders
Latam US Hispanic
Rank #3 Rank #2
ESPN
2.4mm visitors/mo 1.5mm visitors/mo
Fox Rank #4 Rank #4
Sports
on MSN 2.4mm visitors/mo 885k visitors/mo
Yahoo Rank # 6 Rank #1
Sports
2.3mm visitors/mo 1.9mm visitors/mo
If the destination is the same, integrate communications
Source: Comscore, April 09, Total unique visitors

22. How do you play the synergies?

23. Elements of integrated consumer communications
Communications
Entertainment, planning
sports and TV Cable
partnerships
Digital
Content
(digital, direct, search)
Out of home &
Retail
mobile
Broadcast TV &
Radio

24. What is [are?] Social Media?
Social media timeline
24

25. People are socializing across the border
Property Latin America US Hispanic
Rank #1 Rank # 2
Facebook 34% Reach 31% Reach
28mm 6mm visitors
Rank #2 Rank #3
Windows Live Profile 30% Reach 8% Reach
26mm visitors 2mm visitors
Rank #3 Rank #5
HI5 18% Reach 6% Reach
15mm visitors 1mm visitors
Rank #6 Rank #1
My Space Sites 10% Reach 47% Reach
8mm visitors 10mm visitors
Source: Comscore, April 2009

26. Audience is important, but also what people say
People are talking every day The sentiment +/- is a factor
Understanding both is a good starting point to finding synergy

27. Sentiment translates into influence
Managing word of mouth [consumer chat] is part of the media plan

28. The synergy:
Leverage interest areas
across consumers and geographic boundaries
in paid, owned and earned media

29. Instead of media plan like this, spots and dots

30. There is a strategy across platforms and roles

31. The ROI: It depends, but. . .

32. Latin Americas
$750,000 and 1,015 TRPs invested centrally
can yield $1,800,000 of media value locally

33. What Brands need to do
Be willing to think differently

34. And, a final note

35. State of play is economic meltdown
35

36. Recessions (like wars) are times of rapid innovation
• 1929 – radio sales surged (from
35 % to 67 % in 4 years)
• The price of a radio then in
today's prices is around
US$2,000
• 1975 – Bill gates launched
Microsoft
• Three weeks after 9/11 Apple
launched the iPod
36

37. And, don’t worry,
“recession, what recession?
we’ve been in recession since 1994”
Client Director, Mexico, January 09