Lost in Cultural Translation

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A 2-step Program to Connecting with US Hispanics... and Avoiding getting Bitch-Slapped in the Process

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Lost in Cultural Translation

  1. 1. Cultural @VANEVELA | @RCEBALLOS27 2-step Program to Connecting with US Hispanics A 2
  2. 2. Ricardo Ceballos Creative Producer @RCEBALLOS27 RICARDOCEBALLOS1@iCLOUD.COM Vanessa Vela Digital Strategist for hire @VANEVELA VANESSAVELA1@GMAIL.COM @VANEVELA | @RCEBALLOS27
  3. 3. 1/6of the US population US Hispanics account for 52 million people or SOURCE: PEW RESEARCH HISPANIC CENTER 2011 @VANEVELA | @RCEBALLOS27
  4. 4. SOURCE: PEW RESEARCH HISPANIC CENTER - DIVERSE ORIGINS Hispanics are the Nation’s minority group 1 Hispanics 2 Blacks Non-Hispanic 3 Asians Non-Hispanic Largest 17% 12% 5% @VANEVELA | @RCEBALLOS27
  5. 5. SOURCE: PEW RESEARCH HISPANIC CENTER 2011 & US CENSUS BUREAU 2013 The US Hispanic population is the biggest in the world 1 Mexico 2 US Hispanics 3 Spain 2nd 116 mil 52 mil 47 mil @VANEVELA | @RCEBALLOS27
  6. 6. SOURCE: PEW RESEARCH HISPANIC CENTER - DIVERSE ORIGINS Hispanics will represent of the US Population by 2050 30% @VANEVELA | @RCEBALLOS27
  7. 7. SOURCE: FORBES - AMERICA’S CORPORATIONS CAN NO LONGER IGNORE HISPANIC MARKETING LIKE MITT ROMNEY DID And, a not too shabby in purchasing power by 2015 Finally got your attention? Trillion $1.5 @VANEVELA | @RCEBALLOS27
  8. 8. But you already knew your brand should connect with Hispanics @VANEVELA | @RCEBALLOS27
  9. 9. How to do it? The question is... @VANEVELA | @RCEBALLOS27
  10. 10. Well... speak in Spanish, “amigo”! ¡Olé! @VANEVELA | @RCEBALLOS27
  11. 11. Hold it, cowboy. Not so fast... @VANEVELA | @RCEBALLOS27
  12. 12. Remember Jake Sully? @VANEVELA | @RCEBALLOS27
  13. 13. Jake Sully learned the Na’vi language and ways Yet, in the beginning,Neytiri was annoyed by him. Because... Even though he could communicate, there was a cultural gap (And because his specie wanted to take over her world, but that is a whole other story) @VANEVELA | @RCEBALLOS27
  14. 14. Once he understood their culture, he was able to glue everything together... And see the world through their eyes @VANEVELA | @RCEBALLOS27
  15. 15. It’s not only about communicating. @VANEVELA | @RCEBALLOS27
  16. 16. It’s not only about communicating. It’s about communicating an idea. A feeling. @VANEVELA | @RCEBALLOS27
  17. 17. It’s not only about communicating. It’s about communicating an idea. A feeling. And that requires cultural understanding. @VANEVELA | @RCEBALLOS27
  18. 18. Otherwise, @VANEVELA | @RCEBALLOS27
  19. 19. your research your strategy your idea.feeling your execution your KPIs @VANEVELA | @RCEBALLOS27
  20. 20. Will inevitably get... Cultural @VANEVELA | @RCEBALLOS27
  21. 21. Doesn’t sound like rocket-science, right? @VANEVELA | @RCEBALLOS27
  22. 22. SOURCE: FORBES - AMERICA’S CORPORATIONS CAN NO LONGER IGNORE HISPANIC MARKETING LIKE MITT ROMNEY DID - A FORTUNE 50 SENIOR EXECUTIVE “We just translated our English messaging to Spanish, not thinking of the cultural nuances and acculturation factors.” @VANEVELA | @RCEBALLOS27
  23. 23. SOURCE: FORBES - AMERICA’S CORPORATIONS CAN NO LONGER IGNORE HISPANIC MARKETING LIKE MITT ROMNEY DID #FAIL “We just translated our English messaging to Spanish, not thinking of the cultural nuances and acculturation factors.” - A FORTUNE 50 SENIOR EXECUTIVE @VANEVELA | @RCEBALLOS27
  24. 24. Ok... That was a true, but extreme example. For those who believe in a Consumer Centric Approach This one’s for you! (Right?) @VANEVELA | @RCEBALLOS27
  25. 25. A 2@VANEVELA | @RCEBALLOS27 And avoiding getting bitch-slapped in the process -step Program to Connecting with US Hispanics
  26. 26. @VANEVELA | @RCEBALLOS27 Pay with a Tweet TO DOWNLOAD THE PRESENTATION
  27. 27. Acknowledge diversity among US Hispanics, then target or find “unifying reasons” Culturally full-proof comms. For Spanish, mind regionalisms, but keep in mind that no one speaks “robot” @VANEVELA | @RCEBALLOS27 English & Español: WTF? 2 Culture(s): Mind The Gap 1
  28. 28. 1Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  29. 29. SOURCE: “BORN IN BLOOD AND FIRE: A CONCISE HISTORY OF LATIN AMERICA” by John C. Chasteen, 2001 - JOHN C. CHASTEEN, Author, on Latin American History “Latin American countries may share a history, but they are not, by any means, like so many peas from the same pod.” Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  30. 30. 69%of US Hispanics say that Latinos in the US have rather than a common culture many different cultures SOURCE: PEW RESEARCH HISPANIC CENTER: WHEN LABELS DON’T FIT Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  31. 31. Did you know the majority of US Hispanic adults don’t identify themselves as such? SOURCE: PEW RESEARCH HISPANIC CENTER: When Labels Don’t Fit; & “Fingerprint” Designed by Kesary Vamshi, from The Noun Project Hispanic - Latino Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  32. 32. Honduran 1% Guatemalan 2% Dominican 3% Cuban 4% Nicaraguan 1% Spaniard 1% The majority of Hispanic adults identify themselves most often by... Their family’s country of Origin SOURCE: PEW RESEARCH HISPANIC CENTER: WHEN LABELS DON’T FIT & DIVERSE ORIGINS Mexican 64% Puerto Rican 10% Salvadoran 4% US Hispanic Population, by Origin, 2011: Top-14 Colombian 2% Culture(s): Mind the Gap Peruvian 1% Venezuelan 1% Argentinean 1% Ecuadorian 1% These 14 groups make up 95% of the US Hispanic population @VANEVELA | @RCEBALLOS27
  33. 33. How do we decide which identity to use? Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  34. 34. Identity Layers Bogotano/a Colombian Latino/ hispanic new yorker american Anglos We adopt different identity layers the further away we are from our Hometown Santa Barbara williams- burg ? ? If you are... The identity you use is your... in your Hometown i.e. Neighborhood in your Country, but outside your Hometown Hometown/state Abroad Country Abroad “Melting pot” label? A “melting pot” label? Perhaps, if given unifying reasons Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  35. 35. Unifying Reasons Latino/ hispanic “What often binds diverse Latino national origins in this country is how they are treated and regarded by the non-Latino majority.” - ARTURO VARGAS, Executive Director of the National Association of Latino Elected and Appointed Officials SOURCE: PEW RESEARCH HISPANIC CENTER: A CONVERSATION ABOUT IDENTITY - Labels Aside, Latinos Share Common Values “Us vs. Them” The Scenario Culture(s): Mind the Gap @VANEVELA | @RCEBALLOS27
  36. 36. “Us vs. Them”Scenario “Why Soccer?” by Powerade The Non-Advertising Idea US Hispanics defy the US (culturally) in choosing soccer over other more popular American sports Brilliant example of Culture(s): Mind the Gap Yet, a very peculiar word choice... @VANEVELA | @RCEBALLOS27
  37. 37. Peculiar Word Choice “America, se lo que te estas preguntado.” “America, I know what you’re wondering.” “America” Culture(s): Mind the Gap SOURCE: ‘AMERICA’ Designed by Bohdan Burmich, from The Noun Project in Spanish: in English: In Spanish, refering to the US as “America” can be controversial, even offensive @VANEVELA | @RCEBALLOS27
  38. 38. Soccer Peculiar Word Choice “¿Por que juego ‘soccer’?” “Why do I play soccer?” Culture(s): Mind the Gap SOURCE: ‘SOCCER’ Designed by David Padrosa, from The Noun Project in Spanish: in English: Fútbol In Spanish, saying “soccer” denotes “americanization” and hints a cultural gap @VANEVELA | @RCEBALLOS27
  39. 39. Powerade.com Age Group Composition The “24 & Under” Group (36%) More likely to be more “Americanized” and used to “spanglish” Who is the target? Culture(s): Mind the Gap SOURCE: QUANTACAST - AGE GROUP COMPOSITION The “25 & Over” Group (64%) More likely to keep stronger cultural roots, and therefore be... •More likely to be passionate about soccer •More likely to feel “disconnected”by the use of “spanglish” Use of “Spanglish” may be a reason for disconnect for 64% of Powerade’s audience @VANEVELA | @RCEBALLOS27
  40. 40. 2English + Español: WTF? @VANEVELA | @RCEBALLOS27
  41. 41. Communicating in Spanish is so worth it! English + Español: WTF? It’s a huge “unifying reason” for US Hispanics @VANEVELA | @RCEBALLOS27
  42. 42. 95%believe it’s important for future US Hispanic generations to speak SpanishSOURCE: PEW RESEARCH HISPANIC CENTER: WHEN LABELS DON’T FIT @VANEVELA | @RCEBALLOS27 English + Español: WTF?
  43. 43. Yet... communicating in English English + Español: WTF? Is also worth it! @VANEVELA | @RCEBALLOS27
  44. 44. The Real Language “I spend days trying to get into the mindset of our target and figure out what issue they’re actually facing, that reflects what they actually might be thinking.” SOURCE: RED ANTLER’S BLOG POST - WHAT’S THE ISSUE: CREATING A MEANINGFUL BRAND STRATEGY in language - EMILY HEYWARD, Head of Strategy + Co-Founder @ Red Antler English + Español: WTF? @VANEVELA | @RCEBALLOS27
  45. 45. When You Think, Is It Mostly in Spanish or English? SOURCE: PEW RESEARCH HISPANIC CENTER - LANGUAGE USE AMONG HISPANICS (Responses of “Don’t know” are not shown) 45 16 37 Mostly Spanish Mostly English All Generations of US Hispanics % Both Equally Spanish 61 53 English English + Español: WTF? Almost equal parts for both languages! @VANEVELA | @RCEBALLOS27
  46. 46. When You Watch TV, Is it Mostly in Spanish or English? SOURCE: PEW RESEARCH HISPANIC CENTER - LANGUAGE USE AMONG HISPANICS (Responses of “Don’t know” are not shown) English + Español: WTF? 28 26 45 Mostly Spanish Mostly English All Generations of US Hispanics % Both Equally Spanish 54 71 English On Average: More TV in English than Spanish! @VANEVELA | @RCEBALLOS27
  47. 47. Time Spent: TV & Internet SOURCE: 2012 TERRA HISPANIC DIGITAL CONSUMER STUDY BY COMSCORE English + Español: WTF? 10.9 8.3 Average Number of Hours Spent Weekly Non-hispanics TV 8.7Internet 4.1Internet Non-hispanics Hispanics spend less time watching TV than Non- hispanics All Screens Mobile Hispanics spend more time on Internet than watching TV Almost half of time spent on Internet is on mobile 3.9 @VANEVELA | @RCEBALLOS27
  48. 48. English + Español: WTF? Takeaway It’s key to have campaigns in English & Spanish @VANEVELA | @RCEBALLOS27
  49. 49. Spanish: Translation Time? English + Español: WTF? @VANEVELA | @RCEBALLOS27
  50. 50. Cultural Diversity: Reflects on the Language It isn’t easy to navigate all the different personalities of the Spanish language, even for Hispanics English + Español: WTF? 4.8 Million views “It’s so hard to speak Spanish” - Qué difícil es hablar el español Depending of the origin of who you’re speaking to, you will get your message across or... Run the risk of getting bitch-slapped! >> @VANEVELA | @RCEBALLOS27
  51. 51. Regionalisms Galore English + Español: WTF? Colombia Uruguay ChileArgentina Examples of Directv’s targeted campaigns for South America @VANEVELA | @RCEBALLOS27
  52. 52. Spanish: Mine-field? Is this how you visualize Spanish right now? No need to fret! Selecting neutral words and running a gut check with a variety of Hispanics will do the trick (The Windows reference is only for illustration purposes) English + Español: WTF? @VANEVELA | @RCEBALLOS27
  53. 53. What to do when your target has 20 different regionalisms and is all mixed together? English + Español: WTF? @VANEVELA | @RCEBALLOS27
  54. 54. Universal Spanish Balancing the neutrality and the spiciness of copy, depending of the tone needed, is a must (Beyond avoiding to get bitch-slapped, aiming to be loved is the lofty aspiration) When it comes to regionalisms and accents: Universal Spanish is a comforting thought but... It’s very hard to execute well. SOURCE: ‘SUPERHERO’ DESIGNED BY SIMON CHILD, FROM THE NOUN PROJECT English + Español: WTF? @VANEVELA | @RCEBALLOS27
  55. 55. “Universal Spanish” Needs to sound ‘real’ One Regionalism Neutralize it, but own it! Nothing Beats Real Spanish SOURCE: ‘ROBOT’ DESIGNED BY SIMON CHILD, FROM THE NOUN PROJECT English + Español: WTF? Hearing others’ strong regionalisms might make you conscious Hearing the Robot version of your language? Bitch-slap At least different regionalisms are spoken by real people Choose one and rock it! or Poorly executed “Universal Spanish” >> Crap! @VANEVELA | @RCEBALLOS27
  56. 56. Cultural Understanding Choose A or B: A. Target B. Strong Unifying Reason: Juanes Campaign Languages Spanish English Spanish Comms Culturally full-proof word choice Choose A or B: A. Well Executed “Universal Spanish” B. Neutralized but owned Regionalism Brilliant example Culture(s): Mind the Gap English + Español: WTF? Ram’s Juanes Campaign += @VANEVELA | @RCEBALLOS27
  57. 57. @VANEVELA | @RCEBALLOS27 Bitch-Slap: Avoided
  58. 58. @VANEVELA | @RCEBALLOS27 Emotional Connection: Made
  59. 59. Gracias. Sharing is caring. @VANEVELA | @RCEBALLOS27

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