AHAA Latino Link + Social Media October 2010
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@joekutchera #AHAA2010
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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 of AHAA Latino Link + Social Media October 2010
@joekutchera#AHAA2010
@joekutchera#AHAA2010
@joekutchera#AHAA2010
Overview
Market opportunity
Consumer profiles: Latinos who use the Internet
Leaders in marketing to Latinos online
Discussion
Market Opportunity
U.S. Latinos Online: A Driving Forcewww.IAB.net/us_latinos
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)
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)
Consumer Profiles
Madeline and Ricardo
Elizabeth
Mike and Monica Melone
Alfonso: $40 Billion spent in U.S.
Leaders in Digital Hispanic Marketing
General Mills: Que Rica Vida
Information seekers; want to assimilate
Best Buy en español
U.S. Hispanics AND Latin Americans
Best Buy en español
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.”
Ford: Targeting Latinas Online
Content Relevancy
Lexicon: English without Borders
Continuous Relationship with Consumers
AmFamLatino.com
Align Talent with Marketplace
AmFamLatino.com: Interactive Home
AmFamLatino.com: Interactive Home
AmFamLatino on Facebook
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
The Big Idea:
Reaching Connectors on Social Networks
The Story of
…and Cumbio
“Connectors” Organizing Events
“Connectors” Getting Book Deals
Hiring “Connectors”
Finding “Connectors”
Global Gateways
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
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?
Questions?
amzn.to/LatinoLink
Download a free chapter about social media at:JoeKutchera.com/LatinoLink
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
• 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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