sonico versalles breakfast

How it all started?

July 2002: TarjetasTelefonicas.com

September 2005: TarjetasBubba.com

December 2005: CumpleAlerta.com

October 2006: TuPostal.com

March 2007: Flodeo.com

28th July 2007: Sonico's team became expert in technology and online marketing

Our history

www.sonico.com

The audience

# Users

Brasil

Mexico

Colombia

Peru

Argentina

Venezuela

Spain

Chile

USA

# Users

More than 45 million users registered

9,506,575

7,514,721

5,522,868

4,074,247

3,847,900

3,259,397

2,037,123

1,720,237

1,312,813

Fukuda precisa refazer gráfico com esses novos dados

Exponential growth

Sonico Timeline

Spanish Speaking Countries

Reach

Portuguese Speaking

Countries Reach

Global ReachWith English

Version

New Privacy System

Other repercussions

Sonico in the media

“La crisis económica acentuó la caída de la publicidad en radio, prensa y TV pero ha incrementado ventas en Internet. Preocupación para algunos, oportunidad para otros, para poder desarrollar herramientas en redes sociales como Sonico”3rd February, 2009

Ranked by the BusinessWeek magazine and YouNoodle.com as the 5th most promissory startup with worldwide projection. Sonico is one of the two Latin-American companies mentioned in this ranking.

29th June, 2009

26th November, 2009

Sonico was also recognized by the Great Place to Work Institute, which placed it 19th in its ranking of the 50 best places to work.

Some brands that are on Sonico

How the world uses the Internet

Source: comScore Media Metrix/September 2009

How Latin America consumes online content

Source: comScore Media Metrix/September 2009

Why social networking sites are growing so much?

It´s easy to communicate and share

• Previously, when Social Media wasn´t a

phenomenon, people used to share everything

by email

• To a great extent, people's experience of news,

especially on the Internet, is becoming a shared

social experience

• Most people use between two and five online

news sources, and 65 percent don't have a

single favorite Web site for news, unlike social

networking sites, which are visited by this

people at least once a day

• 37% of Internet users have contributed to the

creation of news, commented about it, or

disseminated it via postings on social media

sites

Source: Pew Internet and American Life Project/March 2010The report was based on a daily tracking survey of 2,259 adults age 18 or older.

And that´s how most of people get news nowadays

• More people get their news via updates on social media sites than

from newspapers or radio

• Social networking sites have made news a more participatory

experience than ever before

• People share links to news stories by email, post articles on their

profiles on social networking sites and tweet them on Twitter, often

following up by discussing the articles on message boards

Source: Pew Internet and American Life Project/March 2010The report was based on a daily tracking survey of 2,259 adults age 18 or older.

Social networking sites in Latin America

- More than 70% of more than 180 million Internet users in Latin

America use social networking sites in a regular basis

- 72% of Internet users are part of at least one social network, which

translates to 940 million users worldwide

- South America has the highest usage in terms of percentage (95%)

INTERNET USERS AND POPULATION STATS FOR THE AMERICAS

REGION Population( 2009 Est. )

% Pop.America

Internet Users,Latest Data

% Population( Penetration

)

User Growth( 2000-2009 )

% UsersAmerica

South America 392.597 42,3 % 143,104 36.5 % 901.3 % 32.1 %

Central America 153.320 16,5 % 34,588 22.6 % 975.0 % 7.7 %

Source: Nielsen Online/December 2009

Source: comScore Media Metrix/September2009

How global behavior has changed over the last year

- Share of time spent on online entertainment is growing the fastest

- Instant messengers and conversational media both boast significant usage time

Audience in Latin America is to be taken seriously

• Brazil is the 9th largest Internet audience in the world, Mexico is 15th

• In terms of page views, Brazil was 10th last year, ahead of Spainm India and Italy

• In July 2009 Brazil consumed 3.2% of world´s page views, Mexico next with just over 1%

• Argentina (47.6) and Brazil (47.3) are both the WW average in average visits to the Internet per visitor each month (47.2)

• The WW average percentage of 15-24 year-olds online is 27.6% (15+, home and work locations)

- Colombia 48%- Mexico 47%- Brazil 31%- Puerto Rico 31%- Argentina 27%- Chile 27%

Source: comScore Media Metrix/September 2009

Brazil and Mexico, the largest Web populations

- Brazil has the largest Internet population in the region with 31 million users

- Usage for the region is, in many cases, considerably higher than the WW average

Source: comScore Media Metrix/September 2009

Most popular social networks by region

Source: comScore Media Metrix/September 2009

And what people expect from social networking sites nowadays?

Advanced privacy tools

PERSONAL(Friends & Family)

PROFESSIONAL(Recruitment, work

relationships)

PUBLIC(Brands, polititians and

more)

• Private: Is the space to share intimate moments with people of our confidence, such as familiy and close friends

• Public: We are citizens of the world. We see and we are seen. We are all the time making new contacts and wanting to share with the world our ideas and our work. This profile is ideal for sharing these and all other information that we believe will be of general interest

• Professional: it works like a contact book keeping information about your work connections and also works as an attractive virtual business card, funcione como uma agenda de contatos de trabalho, além de um atraente cartão de visitas virtual, opening new business opportunities and job offers

PPP system

The goal is make easier the control of users' privacy, as well as organize their lives online in a more realistic, based on the way we behave, interact and communicate in real life

What happens when privacy tools aren´t efficient

Fukuda ou Patrick precisam colocar o vídeo do PPP em inglês aqui

Social Media Landscape

Rules to advertise in social media

1) Understand the rules of this peculiar network

2) Select effective ways to communicate with users

1) Useful + Entertaining + Not scream!

3) Create relevant content to the community

4) Long-term thinking

5) Consult agencies in the field

6) Virality x push content

Top Tips for Social Marketing

• Create community around your brand• Keep content fresh, new, engaging (usually funny)• Make it participatory – have a point• Create incentives for viral adoption/growth• Use it to gather customer feedback – good and bad• Experiment with different programs – learn/change fast• Think globally• Be willing to give up control• Get clarity on goals/objectives

Top Marketer Mistakes

• Build it and they will come• Promotion rather than relationship• One-way pitch rather than two-way dialog• Over-exploiting the social graph• Interrupting the customer use case• Pretending to be someone you’re not• Ignoring limitations of your brand/category

Thank you =)

Tomás O’Farrelltomas@sonico.com