2012 partner alliance multicultural marketing keynote

The Cultural Dimensions of Social and Mobile Media

Roberto Gomez Jr twitter @rgomezjr - facebook.com /rgomezjr.me | www.rgomezjr.me

twitter open floor comments @rgomezjr

HOW has marketing changed in 3 years?


TOP 3 Insightful Answers:

1 The Growth of Diverse Communities➥

2 The Advancements of Technology➥

3 The Deep Reduction of Marketing Spend➥


1out of 3 Insights

THE FIRST ONE: The Growth of Diverse Communities

.... The Cultural Dimensions of Social and Mobile Media

➥ Background (History) to date

➥ Insights on who is communicating about your brand or not

➥ The Importance of applying strategies to connect


THE SECOND ONE: The Advancements of Technology

➥ How digital marketing has impacted the cultural community

➥ Using digital media and mobile to connect with each other and as a tool for self expression

➥ A look at multichannel digital cultural marketing

2 out of 3 Insights .... The Cultural Dimensions of Social and Mobile Media


THE THIRD ONE: The Deep Reduction of Marketing Spend

Third Insight .... The Cultural Dimensions of Social and Mobile Media

download answer @ http://bit.ly/wgUAEQ

➥ We ran out of money and only have 45 minutes ....

BACKGROUND

BACKGROUND


White 200 Hispanic 53 Black 41 Asian 16 Multiracial 6

2011 Population In Millions

45% Projected Growth In the next 10 years

Source: US Census 2010

BACKGROUND


1990 2000 2010 2015

Buying Power In BILLIONS

2x The Growth of Non-Minorities

Source: Selig Center for Economic Growth, Terry College of Business

BACKGROUND


Notice the languages in the billboard. Appears in the foreground in bold white letters English. In contrast, the proper names in Spanish in the background appear much harder to read. Remember, this ad appeared in Mexico, not in the US., but it says a lot about the status of English globally. The billiard infers that English is the language of success and sophistication by putting it in the foreground.

Source: La@no Link Book by Joe Kutchera

BACKGROUNDWith the widespread adoption of the Internet around the world came the rise of social networking as a global phenomenon. In March 2007, Social Networking as a category had a global audience of less than 500 million users, representing just 56 percent of the world’s online population. ➥

2007 US Ethnic Population 80MM

Since then, the digital landscape has changed immensely. Social networks, which provide platforms for online users to connect, share, and build relationships with others online, have forever altered the lives of individuals, communities and societies all over the world. The growth in popularity of social networking has also created and engendered new online consumer behaviors.

2012 US Ethnic Population 100MM

➥


BACKGROUNDSocial networking sites now reach 82 percent of the world’s online population, representing 1.2 billion users around the world. The social networking adoption trend largely mirrored the global Internet adoption curve, and grew proportionately, showing that as people began to get connected, they immediately began connecting with one another.


➥

As of 2011 14M US Hispanics On FB

Source: comScore Media Metrix, Worldwide, March 2007 – October 2011

BACKGROUNDThe growth of social networking is a global cultural phenomenon. Despite significant differences in government, infrastructure, availability of Internet access and cultural practices around the world, social networking is growing in every single country


➥

US Diversity Adoption Rate 95%

Arrange Per Hour Usage

BACKGROUNDFrom a technology standpoint, mobile devices represent the future of social networking as they provide the means for users to connect on-the-go, facilitating real-time interaction. In October 2011, nearly one-third (32 percent) of the total U.S. mobile population age 13 and older reported accessing social networking sites on their phone at least once in the past month.


➥

35M US Hispanics Are Mobile

% OF TOTAL MOBILE AUDIENCE

ACCESSED SOCIAL NETWORKING SITE OR BLOG EVER IN A MONTH

Source: comScore MobiLens, 3 Month Average Ending October 2011* * MobiLens data for all markets is sourced from the 3 month average period ending in October 2011, except for Japan, which is sourced entirely from October monthly data.

INSIGHTS

Insights The Cultural Dimensions of Social and Mobile Media


➥ 56% of adults own laptops – up from 30% in 2006

➥ 52% of adults own DVRs – up from 3% in 2002

➥ 44% of adults own MP3 players – up from 11% in 2005

➥ 42% of adults own game consoles

➥ 12% of adults own e-book readers - Kindle

➥ 11% of adults own tablet computer - iPad

75%

35%

67%

38%

7%

11%

Insights The Cultural Dimensions of Social and Mobile Media ➥

✓ 62%+ of Hispanics in America are U.S.-born (30MM+) out of 55MM

✓ 110MM out of 315MM in the US are from diverse communities

✓ U.S. Hispanics are young overall (27 median age)

✓ 23% of all children under 18 in the U.S. are Hispanic


✓ 88% of U.S. Hispanics under 18 are 2nd & 3rd generation


✓ That is 63% of HH = 14% of total online users

✓ 32.2M Hispanics are online (2011) + 85% of all other minorities

✓ 9% Growth 2009-10, 3X that of Non-Hispanic Whites Alone

✓ 95% of All Minorities will be online by 2015




Source: Simmons NCS/NHCS Fall 2009 Full Year



Hispanics outpace the average Internet user in BPI (buying power index) across a variety of online activities. Here are the top 10 online categories among Hispanics ranked by BPI - 2010

➥

15% of Hispanics online visit shipping sites and spend 217% more in e-commerce than the

average Internet user

Source:Table (Top 10 BPI Categories with % Reach >=5%, comScore Jan ’10 ); BPI is a measure of a site's visitors' online buying power, indexed to the Total Internet populaTon. A BPI value >=100 means that a site's visitors purchase, on avg. ,is larger (in $ terms) than the avg. Internet user during the reported Tme period. Text box source: Scarborough Research, Scarborough Hispanic MulT-‐Market Plus Study, Release 2 2009. Data collecTon: Aug 08-‐Sept 09 gathered from over 36,000Hispanic adults, age 18+, in Scarborough’s 81 Top-‐Tier Local Markets.



Hispanics also outpace non-Hispanics in the use and adoption of the Internet for news, Entertainment and socializing. ➥

Top 5 Online Activities:

Source:Simmons NCS/NHCS Fall 2009 Full Year, PopulaTon A18+ (Nov08-‐Dec09); Base: Online past 30 days defined as websites/search engines visited past 30 days. AcTviTes bolded are those that show interacTvity with the sites and therefore require broadband



Hispanics are more avid users of wireless services and broadband, both mobile and at home➥

Ways Cellular Phone Used

➥

Ways Internet Used



Hispanic dominant & Bicultural are the majority representing 54% of OnlineHispanics & 71% of OfflineHispanics .... The American Yardstick by AOL Hispanic CyberStudy:

➥



Today there are approximately 8.1 million US Hispanics on Twitter. Of that amount 31%, or 2.5 million Hispanics, prefer Spanish and would be encouraged to follow a Twitter profile providing Spanish content. 44%, or 3.6 million US Latinos favor English and are more likely to follow a Twitter profile that is providing stories and media in English. And last but not least, 25% of US Hispanics (2.0 million) are bilingual and would be happy to follow a Twitter profile content in either language or Spanglish. ➥

Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/


✓ Total US Twitter users = 74MM (200MM * 37%). Twitter states that 37% of its users are from within the US.


Hispanics preferring Spanish would likely prefer to follow pages offering daily content in Spanish such as the CDC Espanol Twitter profile. Several other Twitter profiles that provide Spanish content include the Castrol Twitter profile and the Visit Florida Twitter profile. Hispanics that typically converse with family, friends, and colleagues in English are likely to prefer English language Twitter profiles. A good example of Twitter profiles catering to English preferring Hispanics is Being Latino as well as Tampico. Many brands are targeting bilingual Hispanics, as this is the most popular strategy currently. Several good examples of brands doing this include the Mi Pepsi Twitter campaign and the Sears Latino profile.

✓ Total US Hispanic Twitter Users = 8.1MM (74 * 11%). Based on Quantcast’s demographic data research.




In today’s environment there are 14 million US Hispanics on Facebook. Of that amount 31%, or 4.2 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. 5.9 million Hispanics favor English and are more likely to fan a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (3.4 million) are bilingual and consume content in either language.


➥


✓ Total US Facebook users = 150MM (500MM * 30%). Facebook estimates that 30% of its users are outside of the US.


What Facebook Pages would these different groups prefer? Spanish preferring Hispanics would likely gravitate to pages offering daily content in Español including the Centers for Disease Control (CDC) page. Two other pages catering to Spanish dominants are the Castrol Facebook page and the NBA’s Spanish Facebook page. Hispanics that speak and consume media in English are likely to prefer general market English pages. However, a good example of pages catering to US Hispanics preferring English include the Mexican Word of the Day page as well as the American Latino Museum page. A few good Bilingual pages include those of the artist Manu Chao as well as page operated by Proctor and Gamble, Tu Pantene.

✓ Total US Hispanic Facebook Users = 14MM (150 * 9%). Based on Facebook’s estimate of diversity amongst its users using Census data.




Hispanics plan to take advantage of SALES and DISCOUNTS more so than non-Hispanics to buy non-gift purchases ... a questions was ask pre-Holiday season: Do you plan to take advantage of sales or price discounts during the or before the holiday season to make additional, NON-GIFT purchases for your self or your family?

72.9%

58.8%

10% 13.6% 16.9%

27.6%

➥

Total Hispanic Market: $274.44 Total non-Hispanic Market: $212.53

Hispanics 18+Non-Hispanic 18+

Source: Simultaneous Media Usage Survey



Hispanics plan to out spend non-Hispanics this holiday season and they plan to spend more this year compared to 2011. ➥

Total Hispanic Market: $954.76 Total non-Hispanic Market: $869.66

Hispanics 18+ Non-Hispanic 18+


Gift Card Opportunity



Discount stores and department stores are at the top of the list of places where Hispanics and overall ethnic groups plan to purchase items in 2011: ➥

Hispanics 18+ Non-Hispanic 18+


Gift Card Opportunity

67% 66% 67%

55%

46%

34%

APPLYING IT

APPLYING IT The Cultural Dimensions of Social and Mobile Media


Creative that appeals to race, background is key to engagement - According to Hispanics, blacks and Asian-Americans, digital advertising does not engage them.

When asked for three brands doing a good job reaching them, most said they couldn’t name even one. One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as many in each group said ads should show more of that diversity. ➥

25% of the US is Considered Monitories


Mass reach destinations, yet more likely to be found and more engaged within Spanish language sites ... Top sites among Spanish primary Bilinguals.

➥

Source:comScore Jan 10. Hispanic focus sites for purposes of this project comprise [M] AOL LaTno, [P] Batanga, [M] Starmedia, [M] Telemundo, [P] Terra –Telefonica, [P] Univision CommunicaTons Inc, [P] ImpremediaNetwork



Engagement by verticals and emerging media... ➥


Talk to the Latino “influentials”, the ones who tell their community what to buy, where to shop and how to vote➥

Source:ImpreMedia Print and Online Consumer Engagement Study, Nov 08. *Face-‐to-‐face, online or on the telephone. Index is vs. English preferred



➥

One way to be authentic is to reflect consumers’ core values and interests. The study found particular cultural “drivers” important to ethnic groups. For about half of blacks surveyed, music and beauty were significant. For Hispanics, a big driver was food and recipes, and for Asian-Americans, restaurants that reflect their tastes were key.

Source: Yahoo,Mindshare and Added Value - Ethnodynamics



What influences purchasing decisions ... Key areas to mix your advertising dollars: ➥

Take the Top Channels and Cross-Mix The Marketing 360 Approach to Off and On Site Advertising




Cross-Channel Marketing Advantage to PrePaid Cards to the Hispanic Consumer

Access to a secure financial management tool and eliminates the need for check-cashing, money order or money transfer services. No credit history or taxpayer identification number is required to become a cardholder.

➥Take the Top Channels and Cross-Mix The Marketing 360 Approach to Off and On Site Advertising


Online - Mobile Channel

In Market Displays

Local Insert/Media

Co-Programs (D2D)


Family in Latin America, secondary account holders can be added to each account. This offers cardholders a way to make money accessible to family.

Bilingual and culturally relevant marketing materials and disclosures.

Bilingual text message alerts that can provide cardholders the exact status of their balance.

Affordable prepaid cards with transparent pricing can become a bridge to mainstream banking services for many Hispanic families otherwise priced out of traditional bank accounts


With multiple brand and social media sites in verses countries, languages, or even multiple domestic markets like the Hispanic and general market. Consider your site architecture and your globalization and localization strategy to connect together. Beginning with a visual solution, and build your information architecture from there.

APPLYING ITThe Cultural Dimensions of Social and Mobile Media

Before: Isolated Information

U.S General Market Site U.S Hispanic Site Mexico Site Other Counties SiteTwitter - Facebook for

each site group

After: Connected Under one .com

Mexico SiteU.S Hispanic Site

U.S General Market Site Other Counties SiteBRAND.COM

One Twitter - Facebook

CASE STUDY

CASE STUDY


Nestlé USA has a strong history of awareness, trust and expertise among Hispanic consumers,” said Juan Motta, head of Nestlé’s Emerging Markets division. “This awareness and trust stems from a strong emotional connection with authentic Nestlé brands in consumers’ home countries such as NESCAFÉ®, ABUELITA®, NIDO® and LA LECHERA®.

➥The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:

Spanish-Language Television: 76% of Hispanic consumers watch Spanish language television. Three emotional television ads were developed to demonstrate how Nestlé products fit into Hispanic consumers’ everyday life and help them to nurture their family’s lives. The ads also leverage and reinforce Nestlé’s iconography of the “nest” in the Nestlé corporate logo which conveys family, trust and well-being to Hispanics. This is the first time that this has been brought to life in the U.S.

1

In-Store Marketing: Research indicates that Hispanic consumers shop multiple channels each week, so Construye El Mejor Nido will reach Hispanic shoppers in both independent and mainstream stores through culturally relevant in-store circulars, bilingual door hangers, and recipe booklets.

2

CASE STUDY


➥The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:

3

Social Media: Facebook reaches 98% of Hispanic women 35-49 who go online. Facebook.com/ElMejorNido was created so that consumers can engage with the brand and each other, find cultural connection and share recipes and tips. The Facebook page also features contributions from Hispanic bloggers who represent a variety of Latino backgrounds.

4

Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit Spanish-language sites daily. A new bilingual website, www.ElMejorNido.com, is designed for Hispanic families and features Hispanic bloggers and tips, articles, recipes and videos on food, wellness, culture and parenting. The site provides families with all of the tools to “create their best nests,” and includes an option for visitors to opt-in to receive ongoing communications that provide nutrition tips, new product introductions, ideas for connecting with their culture and special offers.

Engaging Sampling – Sampling is an important means for consumers to try new products. Nestlé is partnering with Hispanic families as part of their real life celebrations via the distribution of “Fiesta Packs” filled with Nestlé products, recipes, and party supplies. The packs provide consumers with high value samples, while introducing them to new products.

5

CASE STUDY


Early on, SEARS understood the importance and positive impact of Social Media by creating various social media channels to get feedback and insight from customers. Their social media efforts drive a two way conversation and ultimately deliver business insights to improve the shopping experience in-store and on-line. These multi-channels help customers to shop smarter, save time, and save money, which is what we all seek regardless of our ethnicity! When Oscar Castro, the Director/General Manager, Latino eCommerce of SEARS Holdings was asked about how Social Media fit into the overall Marketing strategy, his response provided a good summary of SEARS role in today’s Social Media ‘s frenzy:

➥

“Sears Holdings has a large presence in these channels today, with almost 3/4

million Friends on Facebook for Sears & Kmart and almost 150 thousand followers

on Twitter. Our fans & followers include bilingual US Hispanics, people living in

Puerto Rico and abroad, as well as Spanish-preferring people (in the US). We

have used our Facebook and Twitter presence to communicate with our Latino

customers about local events, international promotions and delivery

capabilities.”

➥

CASE STUDY


As Unilever’s Multicultural Marketing of personal care products. Developed its Vivemejor branded content initiative for Latina women online. First, they launched its Spanish-language website, ViveMejor.com, which provides helpful cooking and beauty tips for Latina moms. Today, with the explosion of social media, Vive Mejor, which means “Live Better” in English, distributes its content across the major social sites: Facebook, Twitter, and YouTube.

➥

Vive Mejor recently just surpassed 140,000 fans on its Facebook page, making it one of the largest Spanish-language communities on Facebook catering to U.S. Hispanics. And after only three weeks in market, the @Vivemejor Twitter page amassed more than 10,000 followers.

CASE STUDY - What NOT to do!


- A major airline wanted to advertise its new leather first class seats and it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish. - A beer company’s slogan, "Turn It Loose" was translated into "Suffer from Diarrhea" in Spanish.- A candy manufacturer’s “Cajeta” means caramel to Mexicans, but to others in Latin America it refers to female anatomy.- The Spanish translation for “Got milk?” came across as “Are you lactating?” in Spanish.- A computer manufacturer that used its initials to identify itself was surprised to find out they meant “S.O.B” in Spanish.- A sports car whose name meant "ferocious" in Italian but "ugly" in Spanish.

CULTURAL CROSS-CHANNEL


TOP 10 Need 2 Know About Digital Marketing and Where It’s Heading ➥

1. Social networking is the most popular online activity worldwide

2. Social networking behavior both transcends and reflects regional differences around the world

3. The importance of Facebook cannot be overstated

4. Micro-blogging has emerged as a disruptive new force in social networking

5. Local social networks are making inroads globally


6. It’s not just young people using social networking anymore – it’s everyone

7.‘Digital natives’ suggest communications are going social

8. Social networking leads in online display advertising in the U.S., but lags in share of dollars

9. The next disrupters have yet to be decided...aka pinterest.com

10. Mobile devices are fueling the social addiction

TOP 10 Need 2 Know About Digital Cultural Marketing and Where It’s Heading ➥


1. Latinos use global platforms to find games and content to connect with family and friends.

2. Spanish-speaking consumers greatly appreciate translated, customized content online.

3. Latinos aspire to speak English to “make it” and using it in short advertising messages like Absolut did can be effective.

4. Latino sign up for social networks to participate online in order to connect with family, friends and people who share the same interests

or city-of-origin.

5. Use targeting layers like behavioral, contextual, or language targeting to further segment and understand your Latino audience online.

6. Reach Spanish-speaking US Latino via IP-targeted pages on foreign websites through ad networks or exchanges.

7. Ask the right questions up front. Don’t assume that certain reporting would be provided for the Spanish site since it was available for

the English site.

8. Don’t simply transliterate your copy directly into Spanish without thoroughly analyzing how the messaging and information might

need to be refocused based on a different target client.

9. Evaluate the linguistic nuances among the different forms of Spanish relative to vocabulary of your industry and product lines.

10. Consider emotional and cultural ties to the Spanish language.

IN SUMMARY


➥• 75 out 103 million minority communities are online as of September 2011• Hispanics represent 15% of the US online market = 33 million. • The diverse online market grew by 8 million individuals between September 2010 – 2011 • 76% of Hispanic adults were using cell phones in 2010 and 96% of minorities.• Spanish-preferring Hispanics are most likely to have an unlimited mobile data plan

➥

• Hispanic digital marketing requires a dedicated and specialized team• Diverse digital programs require the same effort as general market digital programs• 88% of online Hispanics use a search engine each month• 80% of online Hispanics visit Facebook.com each month

Connecting: twitter @rgomezjr - Linked /rgomezjr - Facebook.com /rgomezjr.me

Thank You Gracias أأشكرركك

Dank UMerci

ObrigadoСпасибо

ありがとう

2012 partner alliance multicultural marketing keynote

Marketing

mmtwitter open floor

cultural dimensions

rise of social networking

social networks

digital marketing

worlds online population

online users

us ethnic population