We Have to Acknowledge That Consumers Are Controlling The

We have to acknowledge that consumers are controlling the conversation about brands more than ever and they are doing it in real time, online, way faster than you can churn out an ad or distribute a news release. While social media is not the absolute answer to all marketing issues, I think it deﬁnitely provides insight into customer behaviors and allows clients to participate in conversations about their brand/ product/service on a more proactive and intimate level. We!ve designated a team of specialists that are immersed in all levels of social media. They spend time scouring the Web, read books and blogs, attend training, workshops and seminars, and actively participate to understand social media inside and out.

- Nicole Torstenson, Sr. Marketing Strategist, Innova Ideas & Services

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portal t n a iin m o d s ks e rk ng o lis w h tw e t n iinterest Innova Ideas & Services | www.innovaideasandservices.com Nannette Rodríguez | Director of Hispanic Marketing, Business Development | 515.697.7200 | [email protected] @rodriguez24 (Twitter) | Nannette Rodriguez+Des Moines (Facebook, Linked In, MySpace)

Web Progression

Web 1.0 Web 2.0 Web 3.0 Web 3.5 In the beginning, Then it progressed Commerce then A subset of social the Web served into a place for ushered an era of networks and as an info transactions. social expression. technologies will sharing hub. surface based on • E-commerce • Social Networks ethnicity, geography • Brochureware Amazon, shopping MySpace, Facebook, and interests. • E-mail aggregators, the LinkedIn, Twitter, • Social Networks comercialization of Flickr, Vimeo, etc. • Info sharing search, PPC and SEO • QR codes Netscape, • Augmented Reality Yahoo!, Altavista, brochure sites MySpace Latino, Facebook en Español, Hi5, Vostu, MiGente, MiBatanga, Barrio305, etc. A Social Networks Perspective

• 272 million people worldwide uses social networks. • 13 hours of video is uploaded to YouTube per minute. • The logical extension of social networks are mobile devices. 375 million Latin Americans own a mobile phone right now.

Social Networks Usage Source: Mintel, November 2008 Survey

Hispanics Non-Hispanics

2.5

2.0 1.5 1.0 0.5

Blogging/Web Comments 0 Social Networking Sites Who is Using Social Networks? Source: Harris Poll for Adweek Media, April 2009.

Have a MySpace or Facebook Account Update Facebook/MySpace at least daily

18-34 18-34 35-44 35-44 45-54 45-54 55+ 55+ 0%15% 30%45% 60% 0% 6% 75% 12%18% 24% 30%

Hispanic Social Networks Cheat Sheet

• Facebook - current U.S. leader, 140 million users worldwide makes it the 7th largest country in the world. In March of 2008 introduced its Spanish-language version. • MySpace Latino - trails behind Facebook, but has become aligned with music promotions speciﬁcally for both the anglo and Hispanic markets. • Hi5, Orku, Sonico - largest social networks in the Spanish/Portuguese speaking countries. Hi5 is the world’s third largest. Orku dominates in Brazil. Sonico is the most like Facebook, but is new to the scene. • Vostu - newcomer to the scene, established last year, allows users to browse groups established by country in English, Spanish or Portuguese. • QuePasa, MiGente, MyBatanga - mostly dating scenes, MiGente is a Terra property and provides bilingual news, groups, job postings. • Barrio305 – another dating scene, but with an amped music component. The site allows users to chat via live video, offers music channels with exclusive content and offers open source software for users to download and create their own content to post. What to take advantage of

Premium positions on proﬁle pages – these appear on sub-pages like mailbox, etc.

What to take advantage of

Branded proﬁle pages, microtargeted or sponsored ads, cause pages. What to take advantage of

Corporate pages let companies join the conversation and cross- promote with little cost.

How to do it The 5 Rules of Online Engagement courtesy of: James Bond, Sr. Account Executive – Google, Inc.

1. Maximize assets – digitize all assets, make all printed information digital. This provides more tags that search bots can index online. 2. Get connected – 2/3 of people are influenced by an offline source to look online. 3. Be instrument-rated – use technology and social networks to make decisions and test messages. This helps on or offline. 4. Look everywhere – there are more places to connect with audiences. Users engage and look through ads 4x longer on niche sites than on portals. 5. Be open minded – ideas generated by user content can turn into great concepts. Get started

1. Deﬁne your social media marketing objective and build a roadmap – What’s your business objective?

2. Understand your audience and be strategic – What drives your audience to a network?

3. Dedicate resources to proactively engage your audience with timely, relevant content – Provide content that keeps users coming back.

4. Actively engage in a pragmatic, controlled and open way – continue testing and experimenting.

5. Talk about what matters – do not control the conversation.

6. Do it now – Be a ﬁrst mover in your industry.

Encourage the Mashup

Content for this presentation was enabled by a mashup of the following sources:

Hispanic Social Networks: Welcome to Web 3.5. Nannette Rodríguez. Published by Innova Ideas & Services on 3/13/09.

Google’s Five Rules of Engagement. James Bond, Sr. Account Executive, Google, Inc. Presented 12/4/08.

Social Media Toolbox. Nathan Wright and Hillary Brown, LavaRow. Presented 3/26/09.

The Conversation Prism. Graphic courtesy of Brian Solis and Jess3.

Hispanic Online Marketing, The Multicultural World of Social Media Marketing. Felipe Korzenny, Ph.D., Lee Vann. Published by Media Post on 2/19/09.

The Latin American Social Networking Wars: Market Leader Hi5 has been growing, but so has Facebook – and Sonico? Eric Eldon. Published by VentureBeat on 6/3/08.

Reaching Spanish-Preferring Hispanics on Facebook. Lee Vann. Published by Chief Marketer on 4/28/09.

Ignore Everybody: And 39 Other Keys to Creativity. Hugh MacLeod. gapingvoid.com