My talk at the 2011 meeting for the National Hispanic Corporate Council

1. THE STATE OF THE
LATINOSPHERE: 2011
Giovanni Rodriguez
National Hispanic Corporate Council
Fall Member Meeting
Omaha, Nebraska
October 4, 2011

5. Q: “What do you do when your Mom friends you”?

6. Q: “What do you do when your Mom friends you”?

7. Hey: we asked first!

8. Q: “What do you do when your Mom friends you”?

9. Q: “What do you do when your Mom friends you”?
A: You accept.

10. Q: “What do you do when your Mom friends you”?
A: You accept.
(It’s your mom, bobo.)

11. “What is it about Latinos”?

12. We are growing faster

13. We are aging slower

14. We are joining faster

15. We are clicking faster

16. We are living longer

21. It’s not about a single monolithic culture.

22. It’s not about a single monolithic culture.
It’s about many different people/interests.

23. But we all huddle when we are approached
the right way (or attacked the wrong way)

24. But we all huddle when we are approached
the right way (or attacked the wrong way)
“Todos vuelven a la tierra en que nacieron.”

27. 7

28. 7
Size
Law
Language
Land
Influence
Reach
Best Practices

29. 1. Size

30. 1. How big is the Latinosphere? Why should marketers care?

31. 1. How big is the Latinosphere? Why should marketers care?
Survey: Latino digital marketing will grow by roughly 15%
this year, and social technologies will help drive the market.

34. Recommendation: Businesses should review their 2012
marketing budgets and examine where they are on the
maturity curve for Latino marketing.

35. 2. Law

36. 2. What tools and platforms are most commonly in use in
the Latinosphere?

37. 2. What tools and platforms are most commonly in use in
the Latinosphere?
Survey: Most respondents named Facebook and Twitter as
the platforms of choice for engaging Latinos (55%).
Only 9% named mobile networks and applications.
Even fewer named blogs and YouTube (8% each), or
networks that have a strong presence in Latin America (6%).

41. Recommendation: Marketers should look beyond public
networks and explore innovations in mobility, the cloud, and
social analytics.

42. 3. Language

43. 3. What is the role of language in a world (unlike the
Anglosphere) that is bilingual?

44. 3. What is the role of language in a world (unlike the
Anglosphere) that is bilingual?
Survey: Roughly 40 percent of respondents said that
Spanish matters as much today as it used to. Only 6% said
“no,” and the rest (54%) said “it depends.”

45. “Language is no longer what defines
Hispanic content.”

48. Recommendation: Organizations should review their
English/Spanish language strategy and learn from recent
studies demonstrating the effectiveness of each for specific
campaigns.

49. 4. Land

50. 4. What is the importance of land (country of origin) in the
Latinosphere, a world that is largely virtual?

51. 4. What is the importance of land (country of origin) in the
Latinosphere, a world that is largely virtual?
Survey: More than 70% of marketing practitioners surveyed
identified content strategy – without borders – as a critical
component for scaling the reach of their digital/social
programs.

54. Recommendation: Organizations should review their overall
content strategy. The language side of the Latinosphere is
still developing.

55. 5. Influence

56. 5. What is the role of emergent influencers in a world that is
being remade? Why does this matter to marketers?

57. 5. What is the role of emergent influencers in a world that is
being remade? Why does this matter to marketers?
Survey: more than 55% of practitioners surveyed said they
have activated or will soon activate blogger programs
reflecting the rise of a new class of influencers. Top of mind
for many brands: Latina women bloggers.

59. 939 respondents
2-4 kids
30-39
single
most are heads of
households
not just writing about being
Latino
LATISM BLOGUERA SURVEY: 2010

64. Recommendation: Influence is the new class. Cultivate
meaningful relationships with grassroot influencers and
organizations.

65. 6. Reach

66. 6. How easily can a sizable number of people be reached in
this new world? Is there a single tribe or multiple tribes that
marketers must consider?

67. 6. How easily can a sizable number of people be reached in
this new world? Is there a single tribe or multiple tribes that
marketers must consider?
Survey: 20% of practitioners surveyed said that are only
targeting Latino subgroups versus Latinos in general – a
missed opportunity.

69. 7. Best practices

70. 7. What are the most outstanding case studies? Who is
leading the way?

71. 7. What are the most outstanding case studies? Who is
leading the way?
Survey: Social causes matter. Respondents named
grassroots and non-profit Latino organizations nearly as
often as commercial enterprises (48% versus 52%) when
asked to identify best practices in social media.

72. 7. What are the most outstanding case studies? Who is
leading the way?
Survey: Social causes matter. Respondents named
grassroots and non-profit Latino organizations nearly as
often as commercial enterprises (48% versus 52%) when
asked to identify best practices in social media.
More important: The commercial campaigns that were
most popular had a social bent.

76. Recommendation: Businesses should learn more from
recent case studies that leverage social causes and/or Latino
solidarity for business benefit.

78. The Longtail of Latinos

82. ¡Gracias!

83. Who are your constituencies?
What do they want?
How can you better serve them using social, mobile,
analytics?