ecmetrics latino us hispanic and latam social media agency

eCMetrics Presentation www.ecmetrics.com

THE NEW CONSUMER


go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70% of this population.

Source: Earth Times, August 2010

29.629.6Million U.S. Hispanic

Internet Users

The Latino Consumer is Online


Pew Hispanic, Latinos Online.

85% 85% of US Latinos over 16 go online.

[ 96% of Latinos age 18-25 use the internet ]

Among younger users, 95 percent of non-Hispanics ages 16 and 17 go online, as do 96 percent of those ages 18 to 25.

ClickZ.com, Marketing Expert and Advice, June 2010.




According to new information from comScore, Facebook is nearing the top

for most-visited website in both Mexico and Chile.

According to the comScore report Chilean consumers most often turn to Google to find information; the major search engine currently reaches about 95% of the Chilean online community. But close behind the search giant is social network Facebook with 6.2 million unique visitors.

In Mexico, the comScore report found that Facebook now

ranks third in the most-visited category behind Microsoft sites (16.1 million unique visitors) and Google (15.2 million unique visitors).

This indicates that social networks are alive and growing in Latin America.

BizReports.com, Facebook changing how Latin American's interact online, September 2010



As of June 2010, more than 200 million people in Latin America are online.

More than 75.9 million are online in Brazil.

More than 30.6 million in Mexico

26.6 million in Argentina

and 21.5 million in Colombia

Internetworldstats.com, June 2010


When it comes to social media, Facebook ranks among the top sites regularly visited by U.S. Hispanics (54.2%). 50% of the total Latin American audience is also plugged in.

HispanicallySpeakingNews.com, Hispanics Huge Facebook Users, September 2010.

MySpace announced that it has rebranded their site to cater to Generation Y Hispanics (16-25) that account for 20% of Myspace users and 18% of U.S. Generation Y Population.

HispanicMarketInfo.com, Myspace Targeting Gen Y Hispanics in an Effort to Complement Facebook, October 2010.

Twitter reaches 44.4 million US users of which 11% are Hispanic; this translates to 4.9 Million Hispanic Twitter users.Of the 93 million active twitter users, 15 million reside in Latin America.

Hispanic Online Marketing, Hispanic Online Publishers Turn to Twitter, September 2010 .


Time.com, Twitter Usage Exploding in Latin America, August 2010 .

Slideshare.net, State of Internet Latin America 2010, June 2010 .


This consumer:

Generates Media

Multiplies content

Recommends products



WEB 2.0 CREATED A NEW MARKETING REALITY


THE NEW MARKETING REALITY

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

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


WHAT SHOULD COMPANIES DO TO TAKE CONTROL OF THIS REALITY?

CREATE A SOCIAL MEDIA STRATEGY

ENGAGE THE USERS THROUGH A CONTINUOUS INTERACTION AND DIALOGUE

MONITOR


HISPANIC AND LATAM SOCIAL MEDIA AND INTERNET USAGE

A world of diversity

A world of opportunity


of US Hispanics shop online.[They are more likely to regularly purchase products online and research

products online before buying them in person.]

32%32%

of Latino homes have broadband.

48%48%

CNN.com, Report: Racial inequalities persist online, November 2010

HispanicallySpeakingNews.com, Hispanics Huge Facebook Users, September 2010 .



They are young, affluent, have large households and are “more enthusiastic about the benefits ofthe Internet than [is] the general market.” What’s more, the study shows that Hispanics are moresophisticated technology users.

A Profile on the Hispanic Internet User

AOL Hispanic Cyberstudy/Cheskin 2010



How does

perform in this context?


STRATEGIC USAGE OF SOCIAL MEDIA

Consulting Agency that focuses on creating brand

engagement through the strategic usage of Social Media for the U.S. Hispanic and LATAM

markets


HOW DO WE DO IT?

Through our integrated solutions that include:

Strategic Planning, Engagement, and Monitoring


SOCIAL MEDIA

Planning

PLANNINGPOSK METHOD FRAMEWORK


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


PLANNING - tools

ecGlobalNetPlanning 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.


PLANNING - tools

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.

ecCocreation


Engagement

SOCIAL MEDIA


ENGAGEMENT

After a planning stage, we implement your Social Media Initiatives using our 5 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!


ENGAGEMENT

Have your own online community!Hispanics are more involved in Online

Communities than ever!

We offer strategic planning, build-up, management of “branded” social networks and online communities and execution of engagement initiatives with their members. We can use our own platform to build the community or use popular social networks, such as Facebook Fan Pages.


ENGAGEMENT

Do you want the real Hispanic Experience?

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


ENGAGEMENT

Hispanics are interactive!

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.


ENGAGEMENT

Hola Latino gamers!

A solution that involves conceptualization, planning, design, programming and implementation of ¨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

Latinos are in these Networks

Are you?

We can also set-up accounts in popular Social Media Channels (such as Facebook, LinkedIn, Twitter, etc.), manage the content and integrate our engagement services and solutions to these environments.

Social Media Marketing


SOCIAL MEDIA

Monitoring


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.

ecBuzzMetrics

www.ecmetrics.com

CASESTUDIES

CASE - NOKIA TRENDS

- Increase realtionships between users and Nokia Trends

SITUATION

- Understand preferences of Event participants.


CASE - NOKIA TRENDS

Create a private community (social network), online promotions like viral marketing and drawings

PROPOSAL


Increase of community members from 300 to 3000. 30% increase of opinion leaders and preferred entertainment.

RESULTS

CASE - LEVI’S

•Identify young middle-class consumer opinion leaders that follow fashion trends.

•Realign viral campaign to promote new Levi’s products.

SITUATION


PROPOSAL


•Select and recruit consumers in Social Networks

•Follow and register consumer experience in a normal environment

•Multiply real experience

CASE - LEVI’S

RESULTS


•5 previous experiences that were used as content in promoting Social Networks and traditional mediums.

CASE - LEVI’S

SITUATION


Increase soccer programming consumption during the World Cup.

CASE – WORLD CUP 2010


CASE - DIRECTV

Launch of a private social network for soccer fans in Latin America with social media initiatives to increase the loyalty of programming consumption.

PROPOSAL


CASE - DIRECTV

Generating content 600 times daily following the lineup during the event.

GOALS

www.ecmetrics.com

WHYECMETRICS?


EXPERIENCE

More than 10 Years interacting!

More than 10 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 Hispanic social media.

EXPERIENCE

500 THOUSAND


Since 2003, we have had our own online community of consumers, representening more than 15 countries with more than 500 thousand active users!


EXPERIENCE - reputable clients

EXPERIENCE – opinion leaderReputation, White Papers, and Media Recognition


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


INTEGRATED SOCIAL MEDIA SOLUTIONS

1. Strategic Planning2. Engagement3. Monitoring


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.


CONTACTS

Buenos Aires: +54-11-3968.4799

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

Client Services: [email protected]

Buisness Development: [email protected]

Miami: +1-786-269-0670

São Paulo: +55-11-3711.4294

Follow Us!

www.ecmetrics.com

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