cccrm 2012 argentina crowdsourcing - la próxima idea millonaria vendra de sus clientes

CCCRM Argentina 2012

La próxima idea millonaria vendrá de tus clientes Estrategia de Crowdsourcing de Innovación para Contact Center/CRM

Estuardo Roblesestuardo@icanmakeitbetter.comTwitter: @tatarobles+1.540.999.8282

• Two markets• US Hispanic• Latin American

• Both are growing rapidly• Fastest-growing subsegments• Actually accelerating (not for long)

• This makes for a perfect storm• General principle: something will stick

Latin and Hispanic Markets are ideal right now

The Perfect Storm

• Before: Few people doing a lot of thinking• Today: Lots of people doing little bits of thinking• The “democratization” of innovation

Crowdsourcing = Human Computation

Quick Definition

Crowdsourcing

Latin and Hispanic Markets are ideal right now

The Perfect Storm

Latin and Hispanic Markets are ideal right now

The Perfect Storm

• 3x average - Linkedin, foursquare and Pinterest

• Latin America: 560 Million person market (190M Brazilians 370M Latins)• Combined GDP exceeds $5 Trillion• Recently Brazil, Peru, DR, Panama, Costa Rica growing at 7% per year• Brazil passed Italy in 2011 as World’s 7th largest economy • Highest mobile density in the World• Highest urban density in the developing World, by far

Demographics

US Hispanics + Latin America

Hours RankArgentina 9.2 1

Russia 6.6 2Brazil 6.3 3

UK 4.7 6US 4.2 9

World 3.7

Source: Comscore

Hours per day on Social Media

Young and Highly Diverse Population

US Hispanics + Latin America

COUNTRY POPULATION

USA 50,000,000 Guatemala 13,776,517 Argentina 40,134,425 Bolivia 10,907,778 Brazil 192,272,890 Chile 17,063,000 Colombia 45,393,050 Costa Rica 4,253,897 Cuba 11,236,444 D. Republic 8,562,541 Ecuador 13,625,000 El Salvador 6,134,000 Honduras 7,810,848 Mexico 111,211,789 Nicaragua 5,891,199 Panama 3,322,576 Paraguay 6,349,000 Peru 29,461,933 Puerto Rico 3,967,179 Uruguay 3,494,382 Venezuela 26,814,843Total 561,183,291

How could they be part of the solution

US Hispanics + Latin America

Source: America Economia

Antes América Latina era el problema y hoy es parte de la solución"Felipe Larraín, Chilean Minister of Treasury (Hacienda)

Start with Latin and Hispanic Markets

Crowdsourcing Strategy

#1 USA

#2 LATAM

#3 MidEast

Then…EuropeChinaRussiaAsiaPacIndiaAfricaOceania

• Why not then English speaking world?

• Hispanic + Latam: The perfect storm, combines everything:– Low competition, – Easy(ier) to localize

• Same alphabet!• One language hits many markets

– Cultural affinity– Multiple countries – small & large

• Replicate your success easily

• Apply lessons to US Hispanic Market– Go back and forth between north/south

Start with Latin and Hispanic Markets

Crowdsourcing Strategy

CCCRM Argentina 2012

Thank You

Estuardo Roblesestuardo@icanmakeitbetter.comTwitter: @tatarobles+1.540.999.8282