razorfish - fernando madeira on terra latin america
DESCRIPTION
Client case study: Terra Latin America was delivered by Terra Latin America CEO Fernando Madeira on April 23, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).TRANSCRIPT
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Terra.com
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20
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Software house
Software reseller
Digital Media
IT consulting
IT company
ISP
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Latam.com
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USA
China
Japan
UK
BRASIL
BRASIL TV
13 million ‘09E
Digital RevolutionComputers sold 2008Millions
10
11
11.8
13
40.1
68.3
Source: Terra, IDC, Intel, AMD
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Broadband Penetration
25%
25%
33%
19%
18%Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08Households
2011E 2
40%
51%
52%
33%
31%
Dec-11E
Total 20% 33%
60m
11m
5m
7m
12m
140mSource:
1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
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27%
14%
91%
D/E
C
A/B
Consumption powerUS$ 13
billion e-
commerce
Source: Terra Latino Digital Research
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Latam.com
145 million internet users in
Latam
27% of population
Source: Terra Latino Digital Research
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Mobile Penetration
78%
90%
93%
67%
80%Colombia
Peru
Chile
Argentina
Brasil
BB Penetration1
Dec-08Population
2011E 2
95%
102%101%81%
97%
Dec-11E
Total 77% 98%
210m41m
17m
29m
44m
594mSource:
1. Terra Latino Digital Research and Terra estimates 2. United Nations World population prospects - Latin America and Caribbean
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3 hours watching videos7 hours reading news
5 hours in social network
11 hours doing IM or chat
Time Spent
48% Latam.com
access internet
every daySource: Terra Latino Digital Research
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Tools Activity
Source: Terra Latino Digital Research, comScore, NetRatings
Highest reach in social networks in the world: 60%
Highest reach in communications in the world 82% webmail73% in messengers
94% of Brazilians use search and do 103 queries per month
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Create Collaborate Curate Consume
55% have already published a picture or video
26% express opinion
48% consider posts relevant
Content Activity
Source: comScore
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Digital Latino
#1 entertainment and information media
Early adopter, heavy user, addicted to the net
Need to be up to date and always on, connected with
buddies
Aspiration: better future
NEW CONSUM
ER
Source: Terra Latino Digital Research
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47 million Hispanics
1 in every 5 teens in America is Hispanic
Latino’s Digital DNA
HALF are online
Source: Terra Latino Digital Research
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86
85
71
68
Adoption on par with GM
BROADBAND PENETRATION
MOBILE PENETRATION
0.4
1.1BROWSING MOBILE
TIME SPENT WEEK
Source: Terra Latino Digital Research
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Terra.com
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SOCIAL TOOLS
SCREENS
PEOPLE
CONTENT
New media landscape
BRANDS
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Digital Media Company Rules
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CONTENT
New journalismProfessional and
AmateurVideo and Music
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SOCIAL TOOLS
Allow social invadeSocial tools to spread
contentBecome social media
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SCREENS
Embrace or dieSeamless but
behavioralNot intrusive
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PEOPLE
CenterControl
Contribute
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Átomo
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Beijing 2008
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1.5 mm phones
22.8 mm people
40 mm videos
watched
Biggest event ever
Source: Terra
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150,000 comments
20,000 Fanzone
30% live
New behavior
Source: Terra
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January 7
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New records: Election
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New records: Oscar
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9 mm video unique visitors5.5 mm
social unique visitors60 mm
unique visitors
New audience
Source: Terra
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20% up CTR
150,000 SMB’s
SafeUGC
environment
Involving brands
Source: Terra
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February 7
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Mobile ain’t fixedrepetitive urgentbored
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Mobile ad taking off1.6%
CTR
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1.3 video watched
per session14 minutes per session
1 mm unique visitors
Power to the masses
Source: Terra
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1.4% CTR
Brand awareness
Mobile hotsites
Involving brands
Source: Terra
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March 7
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1 million free songs
Playlists, sharing
90 minutes per session
Music everywhere
Source: Terra
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Customized radio
Radio ad format
Promotional
Involving brands
Source: Terra
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April 7
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1. New consumer: Digital Latino
2. New media landscape: Digital Media Companies
3. New brand opportunities: Digital Brands
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DON’T WASTE A GOOD
CRISIS!
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