Excellent presentation from Sergio Restrepo, VP, Global Digital Marketing Services at Lionbridge. #LIOXLearning

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4. Sergio Restrepo
VP, Global Digital Marketing
Services
Lionbridge

6. 20 YEARS
Of expertise in
language
Forbes Most
TRUSTWORTHY
Company
#1 LANGUAGE
SERVICE PROVIDER
By Common Sense Advisory
One Global
LEAN SIX SIGMA
Methodology
250+
Languages
#1 GLOBALIZATION COMPANY

8. • Where do we start?
• Who are they?
• The untapped opportunity
• How to reach them?
• Customer Experience Ecosystem
• Key Takeaways
• Q&A
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9. FUNDAMENTALS
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10. 90% of all online business
is done in English
70% of web users are not
Native English speakers
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11. 20%
of non-native speakers even
Feel comfortable with an
English-only platform
75%
of non-native speakers
Will not buy from an English
only platform
Nearly
Only
and
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12. @RestrepoNow

13. WHO?
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14. UNDERSTANDING
THE PERSONAIS KEY
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15. Not to be confused with Latin
Americans or the inhabitants
of Hispanic America.
US HISPANICS
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16. More generally, it includes all persons in the United States who self-identify
as Hispanic or Latino, descendants of Spanish-speaking countries of Latin
America and the Iberian Peninsula.
LET’S
DEFINE
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17. WHERE DO THEY
COME FROM?
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18. Spain, Argentina, Cuba, Colombia, Puerto
Rico, Mexico, Dominican Republic, Costa
Rica, Guatemala, Honduras, Nicaragua,
Panama, El
Salvador, Bolivia, Chile, Ecuador,
Paraguay, Peru, Uruguay, and Venezuela.
ESTIMATED 20
COUNTRIES OF
ORIGIN
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19. Most Hispanic Americans
(90%+) are of Mexican,
Puerto Rican, Cuban,
Salvadorian, Dominican,
Guatemalan, or Colombian
origin.
ARE NOT ONLY
MEXICANS
US HISPANICS
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20. 56 million by 2016. It is projected to grow to 119 million by 2060
0
10
20
30
40
50
60
1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010
THE HISPANIC POPULATION, BY NATIVITY
POPULATION ESTIMATES IN MILLIONS
U.S born Foreign born
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21. 32%
26%
20%
19%
26%
25%
25%
20%
22%
21%
25%
20%
14%
21%
21%
27%
4%
7%
8%
13%
Hispanic
Black
Asian
White
Younger than 18 Milennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)
NEARLY SIX-IN-TEN HISPANICS ARE MILENNIALS OR YOUNGER
PEW RESEARCH CENTER
Note: Whites, blacks and Asians include only those who are single race and not Hispanic.
Hispanics are of any race. Figures may not add to 100% due to rounding.
Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).
“The Nation’s Latino Population is Defined by its Youth”
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22. 47%
6%
27%
26%
14%
37%
9%
24%
3%
7%
Younger than 18 Milennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)
NEARLY THREE-QUARTERS OF U.S.-BORN HISPANICS ARE MILLENIALS OR YOUNGER
% AMONG HISPANICS
U.S. Born
Foreign Born
PEW RESEARCH
CENTER
Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).
“The Nation’s Latino Population is Defined by its Youth”
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23. EVEN RELEVANT
IS SPANISH
ON THE WEB? WITH JUST ENGLISH?”
“DO WE REALLY
NEED SPANISH,
OR CAN WE GET BY
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24. Google illuminated clear U.S. Hispanic digital opportunities
across many industries by sharing the growth in Spanish
language search queries in the past year including:
•Retail +210%
•Telecom +107%
•Health +80%
•Skincare +75%
•Food +70%
•Automotive +65%
•Beauty +65%
MARKETERS,
TAKE NOTE:
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25. @RestrepoNow

26. “DO WE REALLY
NEED TO TARGET,
U.S. HISPANICS?
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27. ACCORDING TO A RECENT NIELSEN REPORT
U.S. HISPANICS
ARE ONE OF THREE RISING GROUPS
OF SUPER CONSUMERS,
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28. WHY “SUPER”
CONSUMERS?
$1.5 trillion in buying power in 2015,
a 50% increase from 2010.
These are the kinds of numbers that should have every marketer sitting up and taking notice
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29. SEVEN ECONOMIC SECTORS BENEFITING THE MOST
FROM U.S HISPANICS GROWTH
FOOD
(grocery and restaurants)
REAL ESTATE
(residential)
TRANSPORTATION
(automotive and airline)
FINANCIAL
SERVICES
RETAIL
(especially clothing and electronics)
EDUCATION
(higher education and technical schools)
ENTERTAINMENT
AND MEDIA INDUSTRIES
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30. Digital media expenditures grew the fastest
year over year at 18.3% with marketers
investing nearly $700 million in Hispanic
digital media. Who is leading the way? Here
are the top 10 advertisers on US Hispanic
websites according to Ad Age:
1. AT&T
2. Nissan
3. Procter & Gamble
4. General Motors
5. Fiat Chrysler
6. Verizon
7. Microsoft
8. American Express
9. Toyota
10. Core Digital Media
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31. KEEP IN MIND
NOT ALL US HISPANICS
FIT THE SAME MOLD:
Two ways to understand and segment:
1. Attitude-Based
2. Life Stage
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32. Attitude-Based US Hispanic Segments
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33. THE AMERICAN
YARDSTICK
HISPANIC DOMINANT
• Predominantly speak Spanish at
home
• Most media
consumption in Spanish
• Foreign-born
• Mean age 40
• Lived in the US seven years
average
Currently, marketers tend to divide Hispanics into three different categories: Hispanic Dominant, Bicultural and US Dominant. Offline,
the sizing of these groups is reversed, with Hispanic Dominants representing 52% of the segment, Biculturals 19% and US Dominants
28%
BICULTURALS
• Speak both languages at
home
• Most media consumption
in English
• Foreign and US-born
• Mean age 34
• Lived in the US 22 years
average
US DOMINANT
• Speak English at home
• Most Media consumption
in English
• US-born
• Mean age 37
• Lived in the US 36 years
average
23% 31% 46%
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34. Life Stage
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35. A DIFFERENT
MEASURE
YOUNG AND FREE 30%
No kids
Average 26 YO
Single
YOUNG FAMILY 17%
2 Kids (0-11)
Average 33 YO
Married
MATURE FAMILY 23%
2 Kids (12-17)
Average 40 YO
Married
PRIME OF LIFE 18%
No Kids
Average 41 YO
Married
EMPTY NESTER 13%
Kids 18+
Average 57 YO
Married
Segmentation by life stage provided another way to understand the values and interests of Hispanics, based on their
preferences and behaviors, which are not necessarily unique to their cultural background or acculturation level.
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36. HISPANICS LOVE AND TRUST
THE INTERNET
Hispanics are more enthusiastic about the benefits of
the internet than the General Market – so much so
that they have more confidence in online product
ratings than the opinions of their friends.
72%Product
Rating Sites
28%
Friends’
Opinions
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37. YOUNG HISPANICS
LOG ON MOST
Online Hispanics are younger than their offline counterparts, who are also
more likely to be empty nesters.
77%
66%
56% 60%
33%
23%
34%
44% 40%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Young and Free Young Family Mature Family Primer of Life Empty Nesters
ONLINE OFFLINE
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38. THEIR PURCHASE PROCESS
THE INTERNET INFORMS
Hispanic consumers view the internet as a very important information source in the purchase decision-
making process. They look to the internet to learn about products, brands, features, stores and pricing.
70%
75%
80%
85%
90%
95%
Start learning
process
Learn about
brands
Learn about
features
Get advice on
what to buy
Where to buy Compare
prices
Make final
decision
Hispanic General Market
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39. HEAVY RELIANCE
ON MOBILE DEVICES
Hispanics are much more likely to get
online using a mobile device.
Hispanic mobile phone owners are
more likely than Anglo mobile phone
owners to access the Internet — 40
percent vs. 34 percent — from their
phones according to the Pew
Hispanic Center.
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40. Quick case…
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44. HOW DO THEY
SHARE THENEXT COOL
THING?
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45. CATCHING
THE VIRAL BUG
Power users are also highly influential in their communities, spreading the word about deals (91%)
or the latest entertainment news (87%). They are content creators and use the web to broadcast
their point of view, while mainstream Hispanics are more traditional in how they communicate with
others.
79%
38%
64%
52%
68%
28%
Via email
Over the phone/ in-person
IM to friends / family
Write a blog
Social networking site
Write a review on a review site
POWER USER
91%
55%
51%
21%
55%
6%
MAINSTREAM HISPANICS

46. LET´S ANALYZE ONE EXAMPLE…
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48. FIRST RULE…
FOR US WEBSITES ENG/ESP option
should be AND not OR.
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49. WHO WILL USEWHAT…
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50. A NEW
PERSPECTIVE
THE IMPORTANCE OF LIFE STAGES
3.20%
28.40% 34.40%
43.10%
18.80%
96.80%
71.60% 65.60%
56.90%
81.20%
Young and Free Young Family Mature Family Prime of Life Empty Nesters
Spanish English
If we look at the language preference for websites by life stage. English marketing messages are favored by virtually all of
the youngest Hispanics and most of the other market segments. This has important implications for marketers, who should
always take into consideration their target segment’s needs and passions before determining the appropriate
language/media mix.
Marketers should always take their target audience’s life stage into account before
determining the language/media mix.

51. MEDIA CONSUMPTION BY SEGMENTS
ONLINE HISPANICS PREFER ENGLISH LANGUAGE ONLINE MEDIA
Most Hispanics consume online media in English – even Hispanic Dominants. This reflects the
greater availability of English language sites. This is not unexpected, as 27.6% of web content is
created in English, with Chinese second at 22.1% and Spanish a distant third at 7.9%
14.36
12.42
20
9.3
2.5 3
Hispanic dominant Bicultural US dominant
Hours Online in English Hours Online in Spanish

52. A TIE BETWEEN
TONGUES
ONLINE HISPANICS SEEK OUT
THE BEST EXPERIENCE
0
15
30
45
60
0 15 30 45 60
Keep Up with Home
Country News
Entertainment News
Follow Passions &
Hobbies
Keep Up with US
News
Financial Information
Research Purchases
The chart shows the language patterns among consumers who prefer Spanish. Clearly, they will consume similar
types of content in both languages. This suggests that Online Hispanics are not opting for one language
over the other. Rather, they’re looking for the best online experience regardless of language.
% Consume content in
English multiple times
per week
% Consume content in
Spanish multiple times
per week

53. QUALITY MATTERS
HISPANICS DISTRUSTFUL OF SPANISH LANGUAGE SITES
One of the reasons why so many Hispanics prefer
English content is their mistrust of sites in
Spanish, which often are little more than literal
translations of English content. Only 3% of
respondents found Spanish language sites more trustworthy
and useful than those in English, leaving an important
percentage of the Hispanic segment feeling undeserved.
3.1%I trust the Spanish site more
Spanish site has more useful information 2.8%

54. @RestrepoNow

55. CAN YOU SAY IT
IN ENGLISH?
In general, Hispanics recognize the disparity between the availability of English and Spanish language
content. They perceive English sites as more comprehensive, detailed and useful than Spanish-language
counterparts. This belief is prevalent across all levels of acculturation and life stages.
25.30%
23.10%
21.10%
17.90%
8.80%
Can't do all the same things on Spanish site
The English site is better / more comprehensive
English site has more detail than the Spanish Site
English site has more useful information
English site has better deals than the Spanish

56. WHEN SPANISH
IS PREFERRED…
DO IT WELL
Those who prefer Spanish marketing find that tailored content makes them feel closer to home.
They also favor a meaningful transcreation over a literal translation of an English site.
51.9
24
44
47
75
56
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
It's more important than just straight translation
It takes into account my ties to home country
It reflects my experience in the US
It Matters Very Important

57. APPEARANCE
COUNTS
BE RESPECTFUL WITH
CREATIVE EXECUTIONS,
IMAGES
40.80%
57%
For those who prefer Spanish Marketing
For those who prefer English marketing
Media representation issues become more important for more acculturated and younger Hispanics.
Imagery should be carefully selected to provide positive identification with culture without
stereotyping.

58. Quick case…
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59. This AD is an excellent example from Procter and Gamble. A
product tailored to today’s growing multicultural market. The
ad proclaims “Now there’s a perfect blend for all of us!”
It features Pink, Sofia Vergara and Janelle Monae. This
product comes in 21 shades and claims to blend with 99% of
skin tones. Note the invitation to blipp the page to find the
right shade using an interactive mobile app.

60. LET’S STOP AND THINK
OF WHAT WOULD
ONLINE EXPERIENCE
SHOULD BE
THE LOGICAL
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63. SUMMARY
UP TO NOW
1HISPANICS ARE INFLUENCING THE MAINSTEAM
Online Hispanics have proven to be tech-savvy media
trendsetters.
2LIFE STAGE IS KEY
Your language/media mix should be based on the life
stage of your consumer.
3TAILOR YOUR MESSAGE TO THEIR EXPERIENCE
Hispanics prefer messaging that takes into account
their backgrounds and experiences.

64. WHAT IS
CUSTOMER EXPERIENCE?
• Customer Experience: It’s about giving consumers a consistent, well-branded
omni-channel experience.
– Branding, look, feel, voice, etc. should be the same from social media, to
websites, to apps… all this should happen as a consequence of thorough
research and understanding.
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65. WHY SHOULD
YOU LOCALIZE?
• TRANSLATION vs. TRANSCREATION
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66. Be authentic and human-centered
CULTURAL VALUES
LEARN TO EMBRACE
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67. @RestrepoNow

68. WHERE TO START?
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69. Listening
+
Analytics
Engagement
Publishing
Content Creation
Measure & Optimize
What is your audience saying about
your brand? What do they care
about? Influencers?
Stats? Where to focus?
Publish your content on the right
platform, at the right time, in the right
language and re-engage your audience
Create insightful, global, yet
locally relevant content
Build engagement based on real
Global insights, User Generated
Content and Storytelling
DIGITAL
ECOSYSTEM
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70. DIGITAL ECOSYSTEM
ADVERTISING
• Banners
• Displays
• Paid
• Endorsement
INFLUENCER
ENGAGEMENT
• Response
• Advocacy
• Loyalty
PARTNERSHIPS
• Co-branding
• Digital Influencers
CONTENT
• Build trust
• Educate
• Curate
• UGC
• Reviews
• Location-Based
Services
DIGITAL
PROPERTIES
• Catalog
• Websites
• Blog
• Mobile
• Email
• Apps
SOCIAL EMBASSIES
• Facebook
• Twitter
• YouTube
• Instagram
• LinkedIn
• Pinterest
• Google+
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71. • Prioritize the following:
– Web pages
– Mobile
– SEO
– Paid Media
– Social media
– Content
DESIGN YOUR
MEDIA MIX
WHAT WOULD A MEDIA
MIX LOOK LIKE FOR THIS
POPULATION?

72. SEO
• Spanish language searches are on
the rise – increasing from about 65%
to 200% across key categories such
as auto, food, beauty, etc.
• Do your research – find out what
keywords are important to your
community
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73. CONTENT
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74. WHAT IS
RELEVANT CONTENT?
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75. Create relevant online content for the
U.S. Hispanics; topics they care
about or that are unique to them.
Appeal to their cultural sensibilities
like food, traditions, holidays and
family.
Sports Bilingual | 2515 likes |
46 shares | 28 comments
PRODUCT
FEATURES
RELEVANT TOPICS
AND
1
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76. Reflect the Hispanic culture in a
tasteful and identifiable way. Users
relate and identify with people who
talk and seem “just like them”.
VISUALS
2

77. While not as important as culture,
language does matter. For some U.S.
Hispanics consumers, Spanish and
bilingual content online are still
signals that you want to engage with
them. Localize culturally relevant
content.
LANGUAGE
3
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78. U.S. Hispanics value culturally
appealing entertainment. Consider
including Hispanic music and video
content.
Evoke to emotions by sharing
anecdotes and Hispanic stories.
ENTERTAINMENT
4

79. U.S. Hispanics want to hear from
people like them, whether it’s a
celebrity, a YouTube profile or
another influencer online.
INFLUENCERS /
TESTIMONIALS
4
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81. @RestrepoNow

82. There´s a lot happening…

85. Ad Age reports that expenditures on measured Hispanic
media increased 12% in 2015 vs. 0.7% for non-
Hispanic media; all told, marketers invested nearly $9.5
billion targeting Hispanics just in 2014-15.
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86. KEY TAKEAWAYS
@RestrepoNow
- Understand the fundamentals. English rules the web, but there´s
opportunity in LAS (Latin American Spanish).
- Not all US Hispanics are the same, not all are Mexicans, not all in
the same stage, not all with the same attitude.
- Mobile is a priority.
- If you´re going to use Spanish make sure your content is useful and
relevant! Build trust in spanish.
- Translation is not equal to Transcreation.
- Start by listening to your audience and start the transformation of
your digital ecosystem piece by piece. Prioritize!
- For US website and content strategies ENG/ESP
should be AND not OR.

87. @RestrepoNow