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: [email protected]
Buisness Development: [email protected]
Contacts
www.ecmetrics.com
Miami: +1-786-269-0670
São Paulo: +55-11-3711.4294
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