1. US Hispanic Digital Discussion
Mark Lopez
Head of US Hispanic and Panregional Sales
November 2011
Google Confidential and Proprietary 1
2. Agenda
• US Hispanic Digital Opportunity
• Google’s Partnership Approach with Marketers
• Upcoming Innovations
Google Confidential and Proprietary 2
3. No More Digital Divide…
86%
of Hispanics online
Source: Google US Hispanics 2010, October 2010, OTX.
have broadband
Base: Total. TECH2. What type of Internet connection(s) do you have in your home? Google Confidential and Proprietary
Google Confidential and Proprietary 3
A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
4. US Hispanics Are Key to Growth
50M+ US Hispanics
1 in 6 U.S. residents is Hispanic
growth in Hispanics online
+16% (2010-2014)
Sources: U.S. Census Bureau, eMarketer, “Hispanics Online: Demographics and Media Usage,” May
Google Confidential and Proprietary 4
2010.
5. Hispanics Maximize Mobile Media
Hispanics are
significantly more likely
to have a smartphone
than the general population.
45% of USH vs. 34%
of general population
Source: Google US Hispanics 2010, October 2010, OTX
Base: Total. M1. Which of the following types of mobile phones, if any, do you use regularly?
Google Confidential and Proprietary
6. US Hispanic Mobile Web Audience
Vast and Growing Segment
11.8Muse the mobile web
54%YoY growth in smartphone
penetration (May 2010 vs May 2011)
Heavy Users of Emerging
Mobile Content
61% access the mobile web
using a smartphone
91%use a mobile browser
82%use non-native mobile apps
Source: comsSore; CTIA; Analyst Reports; AdMobUU data; comScoreMobilens;comScoreMobillens Trend, May2011
Note: Mobile Web is defined as any users who accessed their phones browser or used a non-native application
Google Confidential and Proprietary
6 Google confidential
7. Hispanics Have Highest Tablet Adoption
“Hispanics skew higher in ownership
of both tablets and e-readers.”
15% of Hispanics own a tablet
(vs. 7% White, 8% Black, 8% total pop)
15% of Hispanics own an e-reader
(vs. 11% White, 8% Black, 12% total pop)
Note: as of May 2011
Source: Pew Internet & American Life Project “E-reader ownership doubles in six month” June 27, 2011
Google Confidential and Proprietary
7 Google confidential
8. Agenda
• US Hispanic Digital Opportunity
• Google’s Partnership Approach with Marketers
• Upcoming Innovations
Google Confidential and Proprietary 8
9. Create a US Hispanic Marketing Program
4 Levels of Engagement
Integrate your Brand into USH
Video Content
Align Your Brand with USH
Lifestyle Content
Influence Consideration on
Specific Audiences
Connect with Relevant
Searches
9
Google Confidential and Proprietary
10. US Hispanic Marketing with Google
Unmatched Reach Across Platforms
73% of US Hispanics are on
YouTube
The Google Display Network
reaches 9 in 10 of US
Hispanics
93% of US Hispanics are
Google Users
10
Source: Google US Hispanics 2010, October 2010, OTX
Base: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) Google Confidential and Proprietary
indicates significant difference from comparative group(s) at 95% confidence.
11. Agenda
• US Hispanic Digital Opportunity
• Google’s Partnership Approach with Marketers
• Upcoming Innovations
Google Confidential and Proprietary 11
12. Mental Models Drive Our Game
Google Confidential and Proprietary
12 Google confidential
13. Roger Bannister and the Four Minute Mile
Google Confidential and Proprietary
13 Google confidential
15. The First Moment of Truth: Beyond the Point of Sale
Google Confidential and Proprietary
15
16. The Traditional Mental Model of Marketing
Stimulus First Second
Moment of Moment of
Truth Truth
16 Google Confidential and Proprietary
17. The New “Four Moments” Mental Model
Stimulus First Second
Moment of Moment of
Truth Truth
Which becomes the
next person’s ZMOT
17 Google Confidential and Proprietary
17
18. Revisiting the Path to the First Moment of Truth
Google Confidential and Proprietary
19. Google Wallet and Google Offers will make shopping easier
This local deal-of-the-day with
plans to roll out to more markets.
You will be able to store offers in
Turns your phone into a Google Wallet to redeem in-store.
payment mechanism with NFC.
Google Confidential and Proprietary
23. Search is Becoming More Social
Introducing the +1 Button and Social Search
Google Confidential and Proprietary
24. Available on:
Google search results
Google search ads
Sites across the web
Google Confidential and Proprietary
25. Adding the +1 button to your site gives users even
more opportunities to endorse your brand…
This site
looks good, This site is
but I want to great. +1!
check it out.
Google Confidential and Proprietary
26. …leading to more recommendations in search.
When a user clicks the
+1 button on your site…
…their friends and contacts will
see personalized annotations on
your search results and ads with
the same final landing page URL.
Google Confidential and Proprietary 26
Editor's Notes
There is no digital divideInternet use by Hispanics is inline (78vs79% for the general population86% of those online are on broadband Only 7% of OnlineHispanics indicate they do not have an Internet connection at home [3%] orsimply do not know [4%] (assumed don’t know = no)
We leapfrog the General Market in smartphone adoption…a lot of the utility of a smartphone is very relevant: staying in touch with family outside the US, etc…
CLEAR+ Here are some general stats on the Female mobile audienceTHESIS+ This is Clinique’s audience+ The first important take away here are both that women are using their smartphones the access the web (42%)+ They are right on par with the general population in the US+ The second take away is this audience is growing at a phenomenal pace (93% YoY) compared to 57% of general mobile phone population age 13+TRANSITION+ Now again let’s take it a step down, and look at how many of these women you can reach through Google’s AdMob network
AUDIENCE ENGAGEMENT
AUDIENCE ENGAGEMENT
Video?
“Human beings can’t run a mile in under four minutes. It simply isn’t possible.”Sound crazy? It does now. But for de- cades it was a common point of view. It was a mental model: an assumption about how the world worked. As Profes- sor Jerry Wind of the Wharton School tells the story:The four-minute mile seemed like a physical barrier that humans could not— Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMaxcross... until May 6, 1954. That was the day that Roger Bannister, in a meet at Oxford, ran a mile in 3:59.4. He broke the barrier. Suddenly, in the next three years, 16 other runners cracked the four-minute mile as well.Was there some breakthrough in human evolution? No. What had changed was the mental model.
- 13 years ago links were most important, then apps, now People - we all produce information, share it, and connect with each other through the web- We are putting you, your identity, your interests, your relationships, your social graph at the center of the web and of Google. - Today’s online services to accomplish this are broken even awkward and not very satisfying. We are rebooting it for the web, reinventing it. Let me show you how..
Link to video: http://www.youtube.com/watch?v=xwnJ5Bl4kLILink to demo tool: http://www.google.com/+/demo/
Today, there are plenty of sharing methods to choose from, but many fail to surface these recommendations at the moment you need them most. For example, if a friend stayed at a great hotel in Madrid six months ago, and thought to share his opinion while the thought was top of mind, he could syndicate this endorsement pretty easily. It could have appeared in your inbox or perhaps an activity stream. But fast forward to today, while you’re planning your trip to Spain. Today, this recommendation might be lost in months of updates, messages, emails or pings. In other words, it won’t be surfaced at the moment you need it most.