Social Media and User Generated Content

PANELIST:

Sergio Barrientos Co-founder and Chief Creative Officer, Latin3

The Traditional Validation Process

Word of Mouth

Sales force

Family

Mav

ens

News

Radio

TV ads

Customer reviews

Out-of-home billboards

SponsorshipsDirect Mail

BTL

Events

Magazine ads

Newspaper ads

PR

INFLUENCERS

MESSAGING

The ”new” Validation Process

Online Banners

Search Marketing

eMails

“Word of Mouse”

BlogsPodcast

Social Networks

Instant

Messenger

Con

tent

Sy

ndic

atio

n

Online Reviews

Comparison sites Vi

deo

shar

ing

Search Engines

Radio

TV ads

Customer reviews

Out-of-home billboards

SponsorshipsDirect Mail

BTL

Events

Magazine ads

Newspaper ads

PR

Word of Mouth

Family

Mav

ens

News

Sales force

INFLUENCERS

MESSAGING

VALIDATION

Consumers and Social Media

• Influence from brands are shifting to consumers

• People migrated to the variety of social media to get entertained and share information.

• Social media transforms communications into content, social networks facilitate conversations

Latin Consumers and Social Media

• Constantly influenced by local culture

Social Media provides

• Real-world data that might affect purchase decisions.

• Trust that provokes influence

• Participation that creates an emotional bond

• Conversation to enrich relationships

• Facilitates emotional expression

Social Media provides to Latin audiences• Peer opinions from people in similar situations

Why?

• It’s not about Web 2.0, its about Consumer 2.0

• To connect and engage consumers is not enough

• Consumers need to interact, create and share

• They want to control their media consumption

Why Latin America?• It taps into their passion points and fulfills their needs to share and stay in touch

Where is it going?

* Presented at Cannes last week, by MRM Worldwide