LatAm, the sem and social media gold rush
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- 1. SocialMediaand SEMGoldRush
- 2. BEFORE WE STARTTWO DISCLAIMERS
- 3. 1.- I might get stucksearching for a wordJUST GIVE ME A HAND
(look for this face)
- 4. 2.- This presentation has a lotof black/white/black/whitemix
of backgrouds (sickness bag provided)
- 5. Disclaimers
- 6. BEFORE WE START LETS MAKE SUREWE DONT GET THE WHAT THE #%$
IS HE TALKING ABOUT FACE
- 7. WHEN WE TALK ABOUT SEM WE MEANALL ADVERTISING ACTIVITIES
THATARE DONE WITH SEARCH ENGINES BUY KEYWORDS SHOW ADS GET
TRAFFIC
- 8. WHEN WE TALK ABOUT SOCIAL WE MEANALL ADVERTISING ACTIVITIES
THAT AREDONE WITHIN SOCIAL MEDIA PLATFORMS SOCIAL ASSETS AD.
PRESENCE C.MANAGEMENT KOF OUTREACH
- 9. WELL TALK ABOUT 3 STAGES SEM AND SOCIAL HAVE BEEN
TROUGH
- 10. STAGE 1 OF SOCIALFEAR
- 11. STAGE 1 OF SEMSKEPTICISMSEM AND SOCIALHAVE BEENTROUGH
- 12. STAGE 1 OF SEMSKEPTICISMSEM USED TO BE: UGLY ADS IN
AHYPERCOMPLICATED PLATFORM DONT WASTE MY TIME AGAIN WITH THAT
GOOGLE THING
- 13. STAGE 1 OF SEMSKEPTICISM
- 14. STAGE 1 OF SEMSKEPTICISMFROM PAY FOR EXHIBITION TO AN
AUTOMATIZED PLATFORM THAT TROUGH A BIDDING SYSTEM PLACES ADS
CONNECTED TO KEYWORDS IN A MERITOCRATICAL WAY IN WHICH THE MOST
RELEVANT PAYS LESS
- 15. STAGE 1 OF SEMSKEPTICISMSO IT TOOK SOME TIME TO GREW
Everything else but SEM SEM
- 16. IT TOOK A LOT OFDOORKNOCKING
- 17. ANDEVANGELIZATIONWASHARD
- 18. STAGE 2EVANGELIZATION
- 19. NUMBERS WERETHE ARGUMENT
- 20. EVERYTHING REVOLVED AROUND ASTRONOMICAL FIGURESTO JUSTIFY
SOCIAL AND SEM
- 21. 2 BILLIONVIDEO VIEWSDAILY ON
- 22. 24 HOURSOF CONTENT UPLOADEDEACH MINUTE!
- 23. MILLION SEARCHES FOR RECIPE IN COLOMBIA
- 24. FACEBOOK REACHES 890 MM USERS Source: Facebook
- 25. MIDDLE AMERICAS GUATEMALA 33% % OF DIGITAL POP IN 5.6M
Internet Users HONDURAS FACEBOOK 39% EL SALVADOR 2.6M Internet
Users 48% COSTA RICA 52% VENEZUELA 2.5M Internet Users 95%
NICARAGUA 41% 2.5M Internet Users 1.5M Internet Users PANAMA 73%
COLOMBIA 9,7M Internet Users 59% 1.1M Internet Users ECUADOR 56%
6.6M Internet Users 26.3M Internet UsersSource: Total Population
Last 30 days TGI 2010 Latam and EGM 2010 wave II y 2011 Wave I,
Research Planning
- 26. LATAM33 MONTHLY VISITS 8 HIGHEST GROWTH RATE IN THE WORLD
MONTLY HOURS PER VISITOR PENETRATION IN LATIN AMERICA
- 27. FACEBOOK OVERTOOK THE WORLD IN ONE YEAR
- 28. WHEN WE SEE NUMBERSEVERYTHING POINTS TO LATAM BEING THE
MOST ACCESIBLE MARKET
- 29. LATAM HIGHEST GROWTH RATE IN THE WORLD
- 30. LATAM YOUNGEST AUDIENCE (3 of 5 BELOW 35) SO?
- 31. LATAM YOUNGER AUDIENCES SPEND MUCH MORE TIME ONLINE
- 32. LATAMAND WE DO EVERYTHING OVER GLOBAL
- 33. LATAMLEADERS IN SEARCH QUERIES PER PERSON (MM)
- 34. LATAMAND NO SIGNS OF THIS GOING DOWN
- 35. LATAMEASY ALL IS CONCENTRATED IN 1 PLAYER!9 OF
10QUERIESAREDONE INGOOGLESITES
- 36. HOW MUCH? HOW MANY?WHATS THE PENETRATION? WHATS THE SCALE?
NOT MANY PEOPLE
- 37. LATAMAND WE DO EVERYTHING OVER GLOBAL
- 38. I DONT CARE LETS GO WITH IT NOW!
- 39. STAGE 3THE GOLD RUSH
- 40. GOLD RUSHPUMP RUSH
- 41. IF EVERYBODY IS SO MOTIVATEDWHY DO WE STILL DON T KNOWHOW
TO DO NEW MEDIA?
- 42. PERHAPS ITS A #VISIONFAIL
- 43. OLD HABITS DIE HARDTHINGS CHANGED AND WE ARE STUCK IN OLD
HABITS
- 44. THE BIGGEST CHANGE A PACT WAS BROKEN
- 45. A VERY OLD PACT THAT OUR FOREFATHERS MADE WE LL WATCH YOUR
ADS IN EXCHANGE OF CONTENT AND ENTERTAINMENT
- 46. AND THEN THE INTERNET CAME ALONGAND THINGS WERE FINE FOR A
WHILE
- 47. UNTIL IT GOT FILLED WITH CONTENT
- 48. WHEN USERS REALIZEDIT DIDNT NEED TO BE PRO AND UGC (USER
GENERATED CONTENT) WAS BORN
- 49. WHEN USERS REALIZEDIT DIDNT NEED TO BE PRO AND UGC (USER
GENERATED CONTENT) WAS BORN
- 50. AND BRANDS ARE NO EXEMPTION
- 51. SOMETIMESYOU JUST GOTTATAKE IT WITHHUMOUR
- 52. AND GETTING PEOPLE CONNECTED ALSO GIVE BIRTH TO
CROWDSOURCING
- 53. CROWDSOURCINGLEAVING TASKS IN THE HANDS OF THE
COLLECTIVE
- 54. UGC & CROWDSOURCING SOME EXAMPLES OF COMMUNITIES
DRIVING VALUE WANT THE AUDIOBOOK? JUST MAIL ME
- 55. THE COUCH POTATO ERA ITS OVER!
- 56. AND THE WEB BECAME A PLACE TOHAVE CONVERSATIONS
- 57. THERE S THE PROBLEM
- 58. WE DON T GET IT
- 59. EVERY PIECE OF RESEARCH TELLS USCONSUMMERS WANT 2-WAY COMMS
WITH BRANDS
- 60. FRIDAY AT AMERICAN AIRLINES ESPAOL 11.964 FANS ASKING FOR
FLIGHT CHANGES IDEAL ROUTES LOST BAGGAGE CONGRATS DISCOUNTS TICKET
RESERVATIONS LOST MILLES CHANGE OF FLIGHTS
- 61. THAT S THE ESCENCE OFTHIS GOLD RUSH THE NEW NEED FOR BRANDS
TOTALK TO PEOPLE AND RESPOND
- 62. BUT EVERYBODYIS IN A HURRYTO DO IT!
- 63. WITH THE FEELINGTHE TRAIN IS LEAVING
- 64. AND THERE IS WHENTACTICS OVERPOWERA STRATEGY
- 65. AND WE GETIMPROVISEDSTRATEGIES
- 66. BUT WHEN YOU IMPROVISEYOU ARE MORE LIKELY TO #EPICFAIL
- 67. AGENCIES ARE SAYING If you dont do it now youll miss the
trend!
- 68. AND CLIENTS ARE SAYING Get me more Facebook fans! Need to
buy all keywords now!!
- 69. AND THIS STUFFHAPPENS OFTEN
- 70. IN SEM YOU CAN JUSTWASTE MONEY SEARCHING FOR CAR TIRE
PRICES SHOE ADS
- 71. IN SEM YOU CAN JUSTWASTE MONEY BUYING A PIANO SUPERMARKET
AD
- 72. IN SEM YOU CAN JUSTWASTE MONEY SEARCHING FOR CREDIT CARD
SCAM CREDIT ADS
- 73. IN SEM YOU CAN JUSTWASTE MONEY MY SHAMPOO DIED MY HAIRWHAT
DO I DO? SHAMPOO ADS
- 74. IN SEM YOU CAN JUSTWASTE MONEY DOG FOOD HELLMANS
KETCHUP
- 75. IN SEM YOU CAN JUSTWASTE MONEY
- 76. WHEN IT SHOULD LOOKLIKE THIS
- 77. 6 MONTHS LATERBECOME FAN TO SEE OUR CONTENT!
- 78. OUR MAIN FOCUSSHOULD BE ONTHE PERSON BEHIND THE SCREEN NOT
US
- 79. AND HOW ARE WE RELEVANTTO THEM IN THEIR DAILY LIFE
- 80. BECAUSE IN BOTH SEM AND SOCIALATTENTTION CAN NOTBE PAIDITS
EARNED
- 81. YOU CAN T PAY YOUR WAY TO ATTENTION
- 82. AND ATTENTION IS SCARCE LA ATENCIN NO SE MERECE HOW DOES
THE SCREEN SEE YOU?
- 83. EXPERIENCE SHOW USTHAT TO WIN, YOU NEED TO MIND 3 THINGS
ABOUT PEOPLE
- 84. 1.- PERFORMANCEIn Social, users are always performing for
their newtork
- 85. 2.- REPUTATIONPeople share content to increase their
reputation within their network
- 86. 3.- THE CARROTPeople act based on incentives / What s in it
for me? TIP: CARROTS CAN BE REPUTATION
- 87. BIG PRICE CARROT EPICWINS100 CARS GIVEN IN EXCHANGE OF VIDE
POSTINGS ON11K VIDEOS UPLOADED, 15K TWEETS, 11M VISITORS, 5M
SHARES50K APPLITACIONS FOR TEST DRIVE, 38% AWARENESS ON AN
UNLAUNCHED PRODUCT
- 88. RECOGNITION CARROT EPICWINSUSD 1 OFF TO ALL MAYORS
- 89. INTEGRATIONCARROT EPICWINS
- 90. EXPRESIONCARROT EPICWINS
- 91. WE COULD CHECK ALL DAY ALL THE #EPICWINS
- 92. BUT SCIENCE TELLS USWE LEARN MUCH MORE FROM THE #EPICFAILS
Revisemos los #FAIL histricos en Social
- 93. HISTORICAL#EPICFAILS Revisemos los #FAIL histricos en
SocialTHAT CHANGED ADVERTISING
- 94. Greenpaece v/s Nestl
- 95. Greenpaece v/s Dove
- 96. Greenpaece v/s Burger King
- 97. LESSON 1:DO NOT #%$# WITH Greenpea
- 98. Gizmodo v/s Dell4 MILLION LAPTOPS TAKEN OFF THE MARKET
- 99. LESSON 2:SEM-SOCIAL WILL NOT MAKE YOUR PRODUCT BETTE
- 100. The people v/s Comcast
- 101. The People v/s Vodafone
- 102. The People v/s Dominos
- 103. Jeff Jarvis v/s DELL
- 104. LESSON 3:ALL YOUR COMPANY IS IN SEM AND SOCIA
- 105. The People v/s L Oreal
- 106. The People v/s Wall-Mart
- 107. The people v/s Sony
- 108. LESSON 4:YOU ARE GONNA GET CAUGH
- 109. CONSUMMERS v/s PepsiCo y The Gap
- 110. LESSON 5:RESEARCH IN SOCIAL AND IN SEARC
- 111. BUT AFTER THOSE #EPICSOCIALFAILS THOSE BRANDS CAME BACK
COMPLETELY RENEWED
- 112. INVOLVING CONSUMMERSSERVICING CLIENTSIN NEW WAYS
- 113. CLIENT SERVICE NOW TAKES A NEW FORM
- 114. IN SEM AND SOCIALTHE MORE TIMEYOU PUT INTHE LESS MONEYYOU
LL NEED
- 115. SEMMORE TIMEMORE OPTIMIZATIONMORE RELEVANTMORE
CLICKEDLOWER COST
- 116. SOCIALMORE TIMEMORE QUALITYMORE ENGAGEMENTMORE
RESPONSEMORE EARNED ROI
- 117. BUT ALSO IT TAKESUNDERSTANTINGOF YOUR BUSINESS TO SEE WHAT
ROLE EACH PLAY
- 118. HOW DOES YOURCONSUMMER BASEPILE UP?
- 119. RETURNINGCUSTOMERS NEW CUSTOMERS
- 120. THEN porqu ir aUSE SOCIAL MEDIAtipo que no alcanzamos
Entonces WHY buscar al ltimo TO REACH THAT PERFECT STRANGER? Hoy el
foco est en la adquisicin
- 121. Free Ebook, just mail meSOCIAL MEDIA IS APLATFORM
WHOSEPOWER LAYS ONRETENTION
- 122. AND ITS SEMTHE ONE IN CHARGE OF ACQUISITION DIDNT GET THE
BOOK? MAIL ME
- 123. SOUSE THERIGHTTOOLS
- 124. BECAUSE DRIVING TRAFFICITS WAY TOO SIMPLEIF YOU ARE A
SHEPHERD OR YOU KNOW ONE PLEASE DO NOT BE OFFENDED, THIS PIC IS FOR
ANALOGICAL PURPOSES ONLY
- 125. THE CHALLENGE IS ANOTHER POINTING YOUR STRATEGIES TO
THEM
- 126. AND THE FOCUS MUST BE ON
- 127. RIGHT EXPERIENCES MOVETHE RIGHT PEOPLE
- 128. BECAUSE SOCIAL MEDIAIT S NOT ABOUT GETTING THE MOST
FANS
- 129. AND SEM IT S NOT ABOUTDIRECTING TRAFFIC
- 130. SEM IT S ABOUTCONQUERING THE RESEARCH PHASE
- 131. SOCIAL IT S ABOUTRETAINING CUSTOMERS
- 132. YOU GET THEPOINT. ACQUISITION & RETENTION
- 133. AND BOTH MUST BEDESIGNED WITH APERFORMANCE MENTALITY
- 134. BUT WE RERUNNING OUT OF TIME
- 135. SUMMING UP
- 136. 1.- NEED A STRATEGY, DON T HURRY (TRAIN IS NO NEAR TO
LEAVE THE STATION)
- 137. 2.- FOCUS ON PEOPLE BEHIND SCREENS PERFORMANCE -
REPUTATION - CARROT
- 138. 3.- SOCIAL PROFILES TO RETENTION
- 139. 4.- SEM PROFILES TO ACQUISITION
- 140. 5.- DRIVE EXPERIENCES, BE RELEVANT
- 141. AND NEVER
- 142. EVER
- 143. #$%#& WITH Greenpeace