ahaa latino link + social media october 2010
Post on 19-Oct-2014
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DESCRIPTION
There's an amazing convergence happening between the growth of the U.S. Hispanic population and the growth of digital media. Hispanics increasingly use the Internet to keep in touch with family and friends on social networks, write product reviews, compare prices and shop online. Are your clients' brands ready?Learn the key issues your agency will need to understand in order to successfully market to Hispanic consumers on social/digital platforms, including shopping behavior, social networks, translation, localization and mobile platforms.TRANSCRIPT
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@joekutchera#AHAA2010
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@joekutchera#AHAA2010
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@joekutchera#AHAA2010
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Overview
Market opportunity
Consumer profiles: Latinos who use the Internet
Leaders in marketing to Latinos online
Discussion
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Market Opportunity
U.S. Latinos Online: A Driving Forcewww.IAB.net/us_latinos
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Market Opportunity: Hispanics Online
30 million or 60%, online at least once a month (eMarketer)
2014, 39.2 million or 70%
54% are Spanish-dominant or bi-cultural (AOL Hispanic)
61% said “When I need information the first place I look is the Internet” (Simmons NCS/NHCS)
41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer)
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Market Opportunity: Hispanics Online
61% made a purchase online; Average spend of $746 (Scarborough)
78% penetration rate of wireless services among Hispanic teens (ANA/Dieste)
48% of Hispanics text message (Scarborough)
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Consumer Profiles
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Madeline and Ricardo
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Elizabeth
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Mike and Monica Melone
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Alfonso: $40 Billion spent in U.S.
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Leaders in Digital Hispanic Marketing
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General Mills: Que Rica Vida
Information seekers; want to assimilate
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Best Buy en español
U.S. Hispanics AND Latin Americans
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Best Buy en español
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Babycenter: Targeting Latina Mothers
“I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”
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Ford: Targeting Latinas Online
Content Relevancy
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Lexicon: English without Borders
Continuous Relationship with Consumers
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AmFamLatino.com
Align Talent with Marketplace
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AmFamLatino.com: Interactive Home
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AmFamLatino.com: Interactive Home
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AmFamLatino on Facebook
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Social Media Case Study:
La Caida de Edgar (el original)http://www.youtube.com/watch?v=b89CnP0Iq30
La Caida de Edgar (Emperador) http://www.youtube.com/watch?v=IwyNPo5lE-Y
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The Big Idea:
Reaching Connectors on Social Networks
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The Story of
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…and Cumbio
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“Connectors” Organizing Events
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“Connectors” Getting Book Deals
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Hiring “Connectors”
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Finding “Connectors”
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Global Gateways
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Summary
Latinos past the tipping point online
Latinos online: Global connectors Information seekers…who want to assimilate Comparison shoppers
Hispanic marketing leaders develop: Culturally relevant content Relationships with their consumers on social networks HR strategies to align talent and content for the
marketplace
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Discussion
Are online Hispanics U.S.-only influencers? Or global influencers?
Do we need to think globally in developing marketing strategies for a global medium?
How can we act locally on a global medium?
How can we reach “Cumbios” on multiple touch points?
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Questions?
amzn.to/LatinoLink
Download a free chapter about social media at:JoeKutchera.com/LatinoLink
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US HISPANICS & SOCIAL MEDIA
• 87% of online US Hispanics (24,247,000) engage in social networking
• Facebook is #1 with 18,327,000 US Hispanic users
• 30.8 percent of smart phone users accessed social networking sites via their mobile browser in January 2010
• Access to Facebook via mobile browser grew 112 percent in the past year, while Twitter experienced a 347-percent jumpSource: ComScore Media Metrix
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• 45.4 million people in the U.S. owned smartphones• 40% of Hispanics access the Internet through mobile phones• 87 percent of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies• Hispanics over-index on mobile video consumption
US HISPANICS & PORTABLE DEVICES
Source: ComScore Media Metrix
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