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How we do it in Brazil
a survival guide in an exotic digital market
#gobrazil
Share!      @crisdias
           @kavinski
           @plamiral
             @williet
DOs     and   DON’Ts
You should know about Brazil
DON’T

Say bad things about Brazil
(unless you’re one of us)
DON’T

  Put Brazil in the
  “Latin America” box
  36% of all unique visitors in Latam are from Brazil
  45% are Mexico, Colombia, Argentina and Chile together
DO

 Think of Brazil as a
 country of social
 inequality
DO

 Embrace the different
 and diverse cultures
We are different...




...even in the same country
DO

 Recognize that most of
 the money is in the
 South/Southeast
DO

 Know that internet
 usage is growing
DO

 Forget the cyber-cafe
 hype. Everyone is
 going mobile.
DO

 Forget the cyber-cafe
 hype. Everyone is
                               sers
 going mobile. ion intern et u
                    30 mil evi ces
          re t han mobile d
        Mo      f rom
DO
 Take advantage of the
 fact that Brazil quickly
 embraces technological
 breakthroughs
DON’T
  Assume Brazilian
  parents are worried
  about how much time
  their kids spend online
DO

 Expect to have the
 government as your
 partner
DO

 Expect to have the
 government as your                     ship
                               relation
 partner      hap py w ith the

                      won’t be
            ybe you
     Bu t ma
From 01/01/2012 until 08/03/2012
Brazilians’ Big Mac is the second most expensive in the world
                                


            Ipad in Brazil is the most expensive in the world 



  Mobile phone - the fourth most expensive in a ranking of 161
  contries (ONU)

             Mobile Internet – among 78 emerging countries
             the ‘voice data packet’ in Brazil is the most
             expensive

 Rio de Janeiro ranks sixth as having the most expensives
 hotels in the world, ahead of cities like Paris and London.
DO

 Learn about weird and
 local seasonalities
Father’s day is in August

Valentine’s day is in June

There’s no snow in Christmas
DON’T

  Miss the
  orkut x Facebook fight
DO

 Prepare to be
 ORKUTIZATED!
“Alright, after getting to level 20 on my rogue, I created
a huge list of characters on Bleeding Hollow (Ally) and
Warsong (Horde). (...)Then I started to go on Warsong
more, and I discovered that it is one of THE WORST
servers ever. About 80% of its population is Brazilian,
which, usually, I'd have nothing wrong with (although I
hate their waxes...). But none of them speak English. At
all. Trade chat is all in Portuguese, and Barrens chat
is.....well, filled with more Brazilians. I want to stab
myself brutally in the eyes for creating a character
there.”



                         “Yeah Warsong is pretty horrible now, it used to
                                be a really good server a long time ago.”



gamefaqs.com WoW forum
DO
 Learn that Brazilians
 love to use social
 networks to complain
 about brands
Source: Miti Inteligência - As empresas mais reclamadas de 2011 (jan/2012)
DON’T

  Buy from media
  bureaus
DON’T

  Underestimate the
  power of web portals
Traffic share for the top
       8 domains


78%              33%


                           * jan 2010
DON’T

  Expect to use all the
  social media power
  right now
d br ands
                     estricte
              for   r              In july, the beta will be closed for our

   ta t   est                      market
Be


                        al B illing
               rnation
          Inte
                                Forecast for a brazilian office in april. Right
                                now, we pay almost 50% of taxes to run
                                Facebook Ads.




                                age ncy
              e to one
     Exc lusiv
Source: Social Bakers
DO

 Talk to bloggers to make
 engaging niche social
 campaigns
DO

 Be creative! Every pixel
 and every person is a
 media opportunity.
DON’T

  Use Google Translate
  to write in Portuguese.
  Seriously, don’t.
New MacBook Air Notebook - Thin and light.
Yet rock solid. The ultimate everyday notebook.

                 Novo MacBook Air Notebook - Fino e leve.
   No entanto, rocha sólida. O notebook final todos os dias.

New MacBook Air Notebook - Thin and light.
However, solid rock. The final notebook every day.

New MacBook Air Notebook - Thin and light.
However rock solid. The notebook end of each day.

New MacBook Air Notebook - Thin and light.
However solid rock. The end portable each day.
Pic from a Brazilian restaurant...

“PORK RIBS WITH BARBIE KILL SAUCE”
DO


 Localize your copywrite
Writing the Results

                                                 Colombia / Mexico:
                                                “para ti” = 5,60% CTR
                   Tonos para tu celular        “para vos”= 2,50% CTR
COLOMBIA    Baja tonos polifónicos exclusivos
  MEXICO        creados por Motorola para ti.
                   www.motorola.com.mx
                                                     tonos
                              X                        X
                                                   ringtones
                Ringtones para tu celular
ARGENTINA       Baja ringtones exclusivos
                                                 Argentina/Uruguay:
  URUGUAY     creados por Motorola para vos.
                  www.motorola.com.ar            “para ti” = 4,50% CTR
                                                “para vos”= 6,20% CTR
DO

 Prepare for monopoly
 in search
CTR success BR – Februry 2012 (Hitwise)
DON’T

  Consider Bing’s share
  of search as a threat to
  Google
BING TOP 10
                                        KEYWORDS:
                                       1. Google
                                       2.Orkut
                                       3.Facebook
                                       4.Hotmail
                                       5. UOL [portal]
                                       6. YouTube
                                       7. Yahoo
                                       8. Gmail
                                       9. MSN
                                       10.Jogos (games)



Top ten searched keywords on Bing BR - March 2012 (Hitwise)
DO

 Expect less competition
 in Sponsored Links
Hotel US$ 1.12 X US$ 3.96 Hotel
   Carro US$ 0.63 X US$ 2.98 Car
 Laptop US$ 1.80 X US$ 2.26 Laptop
Advogado US$ 0.52 X US$ 2.18 Lawyer
      Mesothelimoa US$ 99.44
DON’T
  Take for granted that
  Google organic results
  algorithm works the
  same in Brazil.
PANDA BR X US
 'Low quality' and 'thin content' websites
        were targeted by Google

                   Google Panda Update 1.0:

                   US: February 24th 2011
                   BR: August 2011

                   % of sites affected:
                   US: ~12%
                   BR: ~2%
DON’T
  Take for granted that
  keyword tools and SEO
  tools data is accurate
  for Brazil.
DO
 Consider that the
 Google lexicon for
 Brazil still have it’s
 pitfalls
Keyword = restaurant
DON’T
  Consider that
  Brazilians have the
  same history of
  experience buying
  remotely.
In 2009 49% of the internet
  In 2004 49% of the internet
                                            users in Brazil researched
   users in the US researched
                                           online before buying at the
online before buying at the store
                                                      store
                                               (Estudo Neoconsumidor
    (Pew Online Product Research 2004)
                                           GS&MD – Gouvêa de Souza - 2009)




In September 2010 58% of the              In 2011 84% of the internet
    internet users in the US                users in Brazil researched
researched online before buying            online before buying at the
          at the store                                store

                                              (2º Estudo Neoconsumidor
  (Pew Online Produt Research Sep 2010)
                                           GS&MD – Gouvêa de Souza - 2011)
DON’T

  Take Brazilians too
  seriously. We don’t.
DO


 Come to Brazil!
DO

 Ask your questions!
 @crisdias | @kavinski | @plamiral | @williet

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How We Do It in Brazil #SxSW2012

  • 1. How we do it in Brazil a survival guide in an exotic digital market
  • 2.
  • 3. #gobrazil Share! @crisdias @kavinski @plamiral @williet
  • 4. DOs and DON’Ts You should know about Brazil
  • 5. DON’T Say bad things about Brazil (unless you’re one of us)
  • 6. DON’T Put Brazil in the “Latin America” box 36% of all unique visitors in Latam are from Brazil 45% are Mexico, Colombia, Argentina and Chile together
  • 7. DO Think of Brazil as a country of social inequality
  • 8. DO Embrace the different and diverse cultures
  • 9. We are different... ...even in the same country
  • 10. DO Recognize that most of the money is in the South/Southeast
  • 11.
  • 12.
  • 13. DO Know that internet usage is growing
  • 14.
  • 15. DO Forget the cyber-cafe hype. Everyone is going mobile.
  • 16. DO Forget the cyber-cafe hype. Everyone is sers going mobile. ion intern et u 30 mil evi ces re t han mobile d Mo f rom
  • 17. DO Take advantage of the fact that Brazil quickly embraces technological breakthroughs
  • 18. DON’T Assume Brazilian parents are worried about how much time their kids spend online
  • 19. DO Expect to have the government as your partner
  • 20. DO Expect to have the government as your ship relation partner hap py w ith the won’t be ybe you Bu t ma
  • 21. From 01/01/2012 until 08/03/2012
  • 22. Brazilians’ Big Mac is the second most expensive in the world   Ipad in Brazil is the most expensive in the world  Mobile phone - the fourth most expensive in a ranking of 161 contries (ONU) Mobile Internet – among 78 emerging countries the ‘voice data packet’ in Brazil is the most expensive Rio de Janeiro ranks sixth as having the most expensives hotels in the world, ahead of cities like Paris and London.
  • 23. DO Learn about weird and local seasonalities
  • 24. Father’s day is in August Valentine’s day is in June There’s no snow in Christmas
  • 25.
  • 26.
  • 27.
  • 28. DON’T Miss the orkut x Facebook fight
  • 29.
  • 30.
  • 31. DO Prepare to be ORKUTIZATED!
  • 32.
  • 33. “Alright, after getting to level 20 on my rogue, I created a huge list of characters on Bleeding Hollow (Ally) and Warsong (Horde). (...)Then I started to go on Warsong more, and I discovered that it is one of THE WORST servers ever. About 80% of its population is Brazilian, which, usually, I'd have nothing wrong with (although I hate their waxes...). But none of them speak English. At all. Trade chat is all in Portuguese, and Barrens chat is.....well, filled with more Brazilians. I want to stab myself brutally in the eyes for creating a character there.” “Yeah Warsong is pretty horrible now, it used to be a really good server a long time ago.” gamefaqs.com WoW forum
  • 34. DO Learn that Brazilians love to use social networks to complain about brands
  • 35. Source: Miti Inteligência - As empresas mais reclamadas de 2011 (jan/2012)
  • 36. DON’T Buy from media bureaus
  • 37.
  • 38.
  • 39. DON’T Underestimate the power of web portals
  • 40. Traffic share for the top 8 domains 78% 33% * jan 2010
  • 41. DON’T Expect to use all the social media power right now
  • 42.
  • 43. d br ands estricte for r In july, the beta will be closed for our ta t est market Be al B illing rnation Inte Forecast for a brazilian office in april. Right now, we pay almost 50% of taxes to run Facebook Ads. age ncy e to one Exc lusiv
  • 45. DO Talk to bloggers to make engaging niche social campaigns
  • 46.
  • 47.
  • 48. DO Be creative! Every pixel and every person is a media opportunity.
  • 49. DON’T Use Google Translate to write in Portuguese. Seriously, don’t.
  • 50. New MacBook Air Notebook - Thin and light. Yet rock solid. The ultimate everyday notebook. Novo MacBook Air Notebook - Fino e leve. No entanto, rocha sólida. O notebook final todos os dias. New MacBook Air Notebook - Thin and light. However, solid rock. The final notebook every day. New MacBook Air Notebook - Thin and light. However rock solid. The notebook end of each day. New MacBook Air Notebook - Thin and light. However solid rock. The end portable each day.
  • 51. Pic from a Brazilian restaurant... “PORK RIBS WITH BARBIE KILL SAUCE”
  • 52. DO Localize your copywrite
  • 53. Writing the Results Colombia / Mexico: “para ti” = 5,60% CTR Tonos para tu celular “para vos”= 2,50% CTR COLOMBIA Baja tonos polifónicos exclusivos MEXICO creados por Motorola para ti. www.motorola.com.mx tonos X X ringtones Ringtones para tu celular ARGENTINA Baja ringtones exclusivos Argentina/Uruguay: URUGUAY creados por Motorola para vos. www.motorola.com.ar “para ti” = 4,50% CTR “para vos”= 6,20% CTR
  • 54. DO Prepare for monopoly in search
  • 55.
  • 56. CTR success BR – Februry 2012 (Hitwise)
  • 57. DON’T Consider Bing’s share of search as a threat to Google
  • 58. BING TOP 10 KEYWORDS: 1. Google 2.Orkut 3.Facebook 4.Hotmail 5. UOL [portal] 6. YouTube 7. Yahoo 8. Gmail 9. MSN 10.Jogos (games) Top ten searched keywords on Bing BR - March 2012 (Hitwise)
  • 59. DO Expect less competition in Sponsored Links
  • 60. Hotel US$ 1.12 X US$ 3.96 Hotel Carro US$ 0.63 X US$ 2.98 Car Laptop US$ 1.80 X US$ 2.26 Laptop Advogado US$ 0.52 X US$ 2.18 Lawyer Mesothelimoa US$ 99.44
  • 61. DON’T Take for granted that Google organic results algorithm works the same in Brazil.
  • 62. PANDA BR X US  'Low quality' and 'thin content' websites were targeted by Google Google Panda Update 1.0: US: February 24th 2011 BR: August 2011 % of sites affected: US: ~12% BR: ~2%
  • 63. DON’T Take for granted that keyword tools and SEO tools data is accurate for Brazil.
  • 64. DO Consider that the Google lexicon for Brazil still have it’s pitfalls
  • 66. DON’T Consider that Brazilians have the same history of experience buying remotely.
  • 67. In 2009 49% of the internet In 2004 49% of the internet users in Brazil researched users in the US researched online before buying at the online before buying at the store store (Estudo Neoconsumidor (Pew Online Product Research 2004) GS&MD – Gouvêa de Souza - 2009) In September 2010 58% of the In 2011 84% of the internet internet users in the US users in Brazil researched researched online before buying online before buying at the at the store store (2º Estudo Neoconsumidor (Pew Online Produt Research Sep 2010) GS&MD – Gouvêa de Souza - 2011)
  • 68. DON’T Take Brazilians too seriously. We don’t.
  • 69. DO Come to Brazil!
  • 70. DO Ask your questions! @crisdias | @kavinski | @plamiral | @williet