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Giovanni Rodriguez
Giovanni Rodriguez

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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THE STATE OF THE LATINOSPHERE: 2011 Giovanni Rodriguez National Hispanic Corporate Council Fall Member Meeting Omaha, Nebraska October 4, 2011
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Q: What do you do when your Mom friends you?
Q: What do you do when your Mom friends you?
Hey: we asked 鍖r壊岳!
Q: What do you do when your Mom friends you?
Q: What do you do when your Mom friends you? A: You accept.
Q: What do you do when your Mom friends you? A: You accept. (Its your mom, bobo.)
What is it about Latinos?
We are growing faster
We are aging slower
We are joining faster
We are clicking faster
We are living longer
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Omaha2
Omaha2
Omaha2
Its not about a single monolithic culture.
Its not about a single monolithic culture. Its about many different people/interests.
But we all huddle when we are approached the right way (or attacked the wrong way)
But we all huddle when we are approached the right way (or attacked the wrong way) Todos vuelven a la tierra en que nacieron.
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Omaha2
7
7 Size Law Language Land In鍖uence Reach Best Practices
1. Size
1. How big is the Latinosphere? Why should marketers care?
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.
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Omaha2
Recommendation: Businesses should review their 2012 marketing budgets and examine where they are on the maturity curve for Latino marketing.
2. Law
2. What tools and platforms are most commonly in use in the Latinosphere?
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%).
Omaha2
Omaha2
Omaha2
Recommendation: Marketers should look beyond public networks and explore innovations in mobility, the cloud, and social analytics.
3. Language
3. What is the role of language in a world (unlike the Anglosphere) that is bilingual?
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.
Language is no longer what de鍖nes Hispanic content.
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Omaha2
Recommendation: Organizations should review their English/Spanish language strategy and learn from recent studies demonstrating the effectiveness of each for speci鍖c campaigns.
4. Land
4. What is the importance of land (country of origin) in the Latinosphere, a world that is largely virtual?
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 identi鍖ed content strategy without borders as a critical component for scaling the reach of their digital/social programs.
Omaha2
Omaha2
Recommendation: Organizations should review their overall content strategy. The language side of the Latinosphere is still developing.
5. In鍖uence
5. What is the role of emergent in鍖uencers in a world that is being remade? Why does this matter to marketers?
5. What is the role of emergent in鍖uencers 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 re鍖ecting the rise of a new class of in鍖uencers. Top of mind for many brands: Latina women bloggers.
Omaha2
939 respondents 2-4 kids 30-39 single most are heads of households not just writing about being Latino LATISM BLOGUERA SURVEY: 2010
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Omaha2
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Recommendation: In鍖uence is the new class. Cultivate meaningful relationships with grassroot in鍖uencers and organizations.
6. Reach
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?
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.
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7. Best practices
7. What are the most outstanding case studies? Who is leading the way?
7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-pro鍖t Latino organizations nearly as often as commercial enterprises (48% versus 52%) when asked to identify best practices in social media.
7. What are the most outstanding case studies? Who is leading the way? Survey: Social causes matter. Respondents named grassroots and non-pro鍖t 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.
Omaha2
Omaha2
Omaha2
Recommendation: Businesses should learn more from recent case studies that leverage social causes and/or Latino solidarity for business bene鍖t.
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The Longtail of Latinos
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Omaha2
Omaha2
臓赫姻温界庄温壊!
Who are your constituencies? What do they want? How can you better serve them using social, mobile, analytics?

More Related Content

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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 鍖r壊岳!
  • 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. (Its 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. Its not about a single monolithic culture.
  • 22. Its not about a single monolithic culture. Its 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 In鍖uence Reach Best Practices
  • 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.
  • 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.
  • 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 de鍖nes Hispanic content.
  • 48. Recommendation: Organizations should review their English/Spanish language strategy and learn from recent studies demonstrating the effectiveness of each for speci鍖c campaigns.
  • 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 identi鍖ed 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.
  • 56. 5. What is the role of emergent in鍖uencers in a world that is being remade? Why does this matter to marketers?
  • 57. 5. What is the role of emergent in鍖uencers 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 re鍖ecting the rise of a new class of in鍖uencers. 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: In鍖uence is the new class. Cultivate meaningful relationships with grassroot in鍖uencers and organizations.
  • 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-pro鍖t 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-pro鍖t 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 bene鍖t.
  • 78. The Longtail of Latinos
  • 83. Who are your constituencies? What do they want? How can you better serve them using social, mobile, analytics?

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