us-hispanics consumer engagement through social media

THE NEW CONSUMER

Million Hispanic Internet

Users in 2009

U.S. Hispanic online population reached 20.3 million visitors in February 2009, an increase of 6% from the previous year.

Source: US Census Bureau. 2009

20.320.3

Pew Hispanic, Latinos Online.

56% 56% of US Latinos go online.

[ 2/3 Latinos age 18-29 use the internet ]

Hispanics overindex in almost all categories of User-Generated Content, especially social networking.

JupiterResearch.com, Themes in Hispanic Social Media, June 2008.

Facebook is the most popular social network of all of the Spanish speaking countries in LATAM. With more than 1.9 million Hispanic users. More popular among the Hispanic population.

Hi5 is one of the 40 most visited sites and most popular social network in Mexico. More than 52% Mexicans say they have an Hi5 account as their primary online social network.

MySpace is the most popular social network sites between hispanics in the US with more than 7 million members who have indicated their origin as either Latino or Hispanic.

Yahoo is the most visited english Latino-Focused website.

HispanicBusiness.com, April 2007. JupiterResearch.com, Themes in Hispanic Social Media, June 2008.

New America Dimensions, New Latino Generation, 2007.

The new consumer is a USER of Web 2.0 tools and Social Media

MiGente.com is the largest Latino online community in the world that allows Latinos to connect in a free and interactive way. MiGente provides a common space for Latinos to indulge in their culture and is by far the largest Latino/Hispanic online community in the United States.

Que Pasa is a social network especially designed by and for Latinos and Hispanics to connect in an interactive way! One can participate in various activities from sharing and finding videos and music to participating in live chats and communities to playing online games.

Comunidad Zero is the largest Spanish speaking online video game community in the world. As the community is 100% in Spanish, it is the perfect space for the Latino video game fanatic!

US HISPANICS ONLINE COMUNITIES

QuePasa.com: 69.281*

Mi Gente: 53.396

iHispano: 18.183

Hispanosnet: 50.320

Comunidadezero: 70.364

Hispanic.com: 3.913

MyGrito 3.390(*) Número estimado de visitantes por dia

USHISPANICS VISITS PER DAY

This consumer:

Generates Media

Multiplies content

Recommends products

WEB 2.0 CREATED A NEW MARKETING REALITY

The consumer has the power to generate or multiply the messages content (in a positive or negative way).

THE NEW MARKETING REALITY

Marketing doesn´t have anymore absolute control over the brand.

The consumer is taking decisions in relation to brands & products based on experiences and recommendations from other consumers through social media.

3 NEW MARKETING CHALLENGES

GIVEN CONTROL TO THE CONSUMER OVER THE BRAND

FACILITATING (NOT CREATING OR CONTROLING) BRAND ENGAGEMENT

MONITORING CONTINUOUSLY THROUGH SOCIAL MEDIA

CREATE A SOCIAL MEDIA STRATEGY

ENGAGE THE USERS THROUGH A CONTINUOUS INTERACTION AND DIALOGUE

MONITOR

WHAT SHOULD COMPANIES DO TO TAKE CONTROL OF THIS

REALITY?

HISPANICS Industry Analysis

A world of diversity

A world of opportunity

PROFILE OF SOCIAL NETWORK USER

OF US HISPANIC US HISPANIC INTERNET USERS HAVE AN ACCOUNT ON A SOCIAL-NETWORK WEBSITE

77%77%

MarketingCharts.com, Number of Social-Network Users in Latin America Doubles in ’07,.

of Hispanics shop online.[ 12% of all online shoppers are Hispanic ]

IconoCulture.com, Cyber Connections: Tapping the booming online Latino market, May 2008.

of Latinos make final purchase decisions on the Internet.

41,8%41,8%

68%68%

OF LATINOS AGES 13-35 SPEND OVER 4 HOURS PER DAY ON THE INTERNET.

New America Dimensions, New Latino Generation, 2007

63%63%

read or post blogs. 3.2 million Hispanic Visitors

IconoCulture.com, Cyber Connections: Tapping the booming online Latino market, May 2008. Adage Hispanic Fact Pack 2008.

of Hispanic Internet users use instant messaging.

IconoCulture.com, Cyber Connections: Tapping the booming online Latino market, May 2008.

Talk on a phone using the internet

41,8%41,8%

68%68%

40%40%

How does

perform in this context?

Consulting Agency that focuses on creating brand

engagement through the strategic usage of Social Media

How we do it?

• Social Media

Monitoring

• Social Media

Planning

• Social Media

Engagement

Through our integrated solutions that include: strategic planning, execution, engagement and monitoring.

Social Media

Planning

Social Media

Planning - Methodology

We implement a methodology that includes a clear understanding of your needs, Marketing objectives, and how your target interacts with your brand.

Our consultants use their expert knowledge, in conjunction with best practices and studies that we conduct with consumers in social networks

Planning - Tools

ecInsights

We use 3 of our propietary tools to help you wilth the planning process: eCInsights; eCGlobalNet; eCcocreation

ecGlobalNetPlanning - Tools

Planning instrument that brings together all of our social media partners (social networks, blogs, websites, etc) along with user segmentation (given their demographic, lifestyle and other identifying characteristics, product use and brand sentiment.)

We use this information to determine the most adequate sources to engage the users to the brand.

Allows the suggestions of the engagement concept(s) during the planning phase.

How do we do this? Through a collaborative process between our most creative and innovative members of our social networks, our creative team and the Client, in order to define preliminary ideas.

Planning - Tools

ecCocreation

Social Media

Engagemement

eC BrandCommunity

eC Real Experience eC Below the Line

eC OpenSocial

Social Media

Engagement

After a planning stage, we implement your Social Media Initiatives using our 4 baseline solutions which have been effectively proven with reputable customers. Through them we have built diverse Social Media experiences and best practices. Our solutions are customized for your specific business needs.

Have your own online community!

We offer Strategic planning, build-up,

management of proprietary customer

communities and execution of engagement

initiatives with their members.

Engagement

ecBrand Community

Engagement

ecReal Experience

Sharing the real experience of the consumer in the community via multimedia story telling (shopping, entertainment, usage and behavior and any day-to-

day activity)

Engagement

ecBelow the line

Extending the offline BTL brand activation experiences to an

online community environment multiplying its content and communication.

Members of the BTL community would collaborate on its

expansion (advocators) through consumer generated media

and experience sharing though multimedia elements (videos,

photos, audio, SMS, chat) on real time.

A solution that involves conceptualization, planning, design, programming and implementation of Open ¨Social Applications¨ for Social Networks.

The solution is fully customized to the Clients specific needs and is typically a branded engaging application such as a game, personal avatar, or management tool.

Engagement

ecOpenSocial

Social Media

Monitoring

Measurement of Consumer Generated Media (CGM) related to brand or industry using our proprietary online search systems and Buzz Power analytical model to count references and code attitude.

Monitoring

ecBuzzMetrics

Why eCMetrics?

1. Experience

More than 10 Years interacting!

More than 8 years interacting with Internet users and online community members (before Social Media was popular!)

In addition, we have been involved in the Hispanic market from the beginning as our firm specializes in Latin American and US social media.

1. ExperienceLarge Reputable Clients

2. Opinion Leader

Reputation, White Papers and Media Recognition

2. Opinion Leader

Reputation, White Papers and Media Recognition

3. Global Reach

Goes beyond geographical boundaries: is engrained in or Corporate Culture with more than 10 nationalities in our company and an international network of partners.

4. Integrated Social Media Solutions

1. Strategic Planning2. Engagement3. Monitoring

4. Multi-functional Team

Engagers: In charge of executing your social media initiatives. They also interact and dialogue with consumers using different social media tools allowing and stimulating them to express their needs, attitudes and opinions.Co-Creators: Create and develop relevant interactive concepts in collaboration with Social Media Participants (hence, co-creators).Technologists: Work in conjunction with the Engagers to develop engaging social media concepts that are relevant to your target audience.Strategists: Recommend strategies based on costumer needs and rigorous analysis of market information and consumers feedback.

Buenos Aires: +54-11-3968.4799

Mexico D.F.: +52-55-9153.2330

Client Services: lina_torres@ecmetrics.com

Buisness Development: ilana_richman@ecmetrics.com

Contacts

www.ecmetrics.com

Miami: +1-786-269-0670

São Paulo: +55-11-3711.4294

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