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The document discusses the state of the Latinosphere in 2011 based on a survey presented by Giovanni Rodriguez to the National Hispanic Corporate Council. Some key findings from the survey include: - Latino digital marketing is growing by 15% and social technologies are driving this growth. - Facebook and Twitter are the most commonly used platforms, but mobility and social analytics should be explored further. - Language strategy needs to be reviewed as views on the importance of Spanish vary depending on the situation. - A content strategy without borders is important for reaching Latinos online given the virtual nature of communications.
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- 1. THE STATE OF THE LATINOSPHERE: 2011 Giovanni Rodriguez National Hispanic Corporate Council Fall Member Meeting Omaha, Nebraska October 4, 2011
- 5. Q: “What do you do when your Mom friends you”?
- 6. Q: “What do you do when your Mom friends you”?
- 7. Hey: we asked first!
- 8. Q: “What do you do when your Mom friends you”?
- 9. Q: “What do you do when your Mom friends you”? A: You accept.
- 10. Q: “What do you do when your Mom friends you”? A: You accept. (It’s your mom, bobo.)
- 11. “What is it about Latinos”?
- 12. We are growing faster
- 13. We are aging slower
- 14. We are joining faster
- 15. We are clicking faster
- 16. We are living longer
- 21. It’s not about a single monolithic culture.
- 22. It’s not about a single monolithic culture. It’s about many different people/interests.
- 23. But we all huddle when we are approached the right way (or attacked the wrong way)
- 24. But we all huddle when we are approached the right way (or attacked the wrong way) “Todos vuelven a la tierra en que nacieron.”
- 27. 7
- 28. 7 Size Law Language Land Influence Reach Best Practices
- 29. 1. Size
- 30. 1. How big is the Latinosphere? Why should marketers care?
- 31. 1. How big is the Latinosphere? Why should marketers care? Survey: Latino digital marketing will grow by roughly 15% this year, and social technologies will help drive the market.
- 34. Recommendation: Businesses should review their 2012 marketing budgets and examine where they are on the maturity curve for Latino marketing.
- 35. 2. Law
- 36. 2. What tools and platforms are most commonly in use in the Latinosphere?
- 37. 2. What tools and platforms are most commonly in use in the Latinosphere? Survey: Most respondents named Facebook and Twitter as the platforms of choice for engaging Latinos (55%). Only 9% named mobile networks and applications. Even fewer named blogs and YouTube (8% each), or networks that have a strong presence in Latin America (6%).
- 41. Recommendation: Marketers should look beyond public networks and explore innovations in mobility, the cloud, and social analytics.
- 42. 3. Language
- 43. 3. What is the role of language in a world (unlike the Anglosphere) that is bilingual?
- 44. 3. What is the role of language in a world (unlike the Anglosphere) that is bilingual? Survey: Roughly 40 percent of respondents said that Spanish matters as much today as it used to. Only 6% said “no,” and the rest (54%) said “it depends.”
- 45. “Language is no longer what defines Hispanic content.”
- 48. Recommendation: Organizations should review their English/Spanish language strategy and learn from recent studies demonstrating the effectiveness of each for specific campaigns.
- 49. 4. Land
- 50. 4. What is the importance of land (country of origin) in the Latinosphere, a world that is largely virtual?
- 51. 4. What is the importance of land (country of origin) in the Latinosphere, a world that is largely virtual? Survey: More than 70% of marketing practitioners surveyed identified content strategy – without borders – as a critical component for scaling the reach of their digital/social programs.
- 54. Recommendation: Organizations should review their overall content strategy. The language side of the Latinosphere is still developing.
- 55. 5. Influence
- 56. 5. What is the role of emergent influencers in a world that is being remade? Why does this matter to marketers?
- 57. 5. What is the role of emergent influencers in a world that is being remade? Why does this matter to marketers? Survey: more than 55% of practitioners surveyed said they have activated or will soon activate blogger programs reflecting the rise of a new class of influencers. Top of mind for many brands: Latina women bloggers.
- 59. 939 respondents 2-4 kids 30-39 single most are heads of households not just writing about being Latino LATISM BLOGUERA SURVEY: 2010
- 64. Recommendation: Influence is the new class. Cultivate meaningful relationships with grassroot influencers and organizations.
- 65. 6. Reach
- 66. 6. How easily can a sizable number of people be reached in this new world? Is there a single tribe or multiple tribes that marketers must consider?
- 67. 6. How easily can a sizable number of people be reached in this new world? Is there a single tribe or multiple tribes that marketers must consider? Survey: 20% of practitioners surveyed said that are only targeting Latino subgroups versus Latinos in general – a missed opportunity.
- 70. 7. What are the most outstanding case studies? Who is leading the way?
- 71. 7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-profit Latino organizations nearly as often as commercial enterprises (48% versus 52%) when asked to identify best practices in social media.
- 72. 7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-profit Latino organizations nearly as often as commercial enterprises (48% versus 52%) when asked to identify best practices in social media. More important: The commercial campaigns that were most popular had a social bent.
- 76. Recommendation: Businesses should learn more from recent case studies that leverage social causes and/or Latino solidarity for business benefit.
- 78. The Longtail of Latinos
- 82. ¡Gracias!
- 83. Who are your constituencies? What do they want? How can you better serve them using social, mobile, analytics?
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