How we do it in Brazil a survival guide in an exotic digital market

Share! @crisdias @kavinski@plamiral

@williet

#gobrazil

DOs DON’TsandYou should know about Brazil

DON’T

Say bad things about Brazil(unless you’re one of us)

DON’T

Put Brazil in the“Latin America” box36% of all unique visitors in Latam are from Brazil45% are Mexico, Colombia, Argentina and Chile together

DO

Think of Brazil as a country of social inequality

DO

Embrace the different and diverse cultures

We are different...

...even in the same country

DO

Recognize that most of the money is in the South/Southeast

Know that internet usage is growing

DO

Forget the cyber-cafe hype. Everyone is going mobile.

DO

Forget the cyber-cafe hype. Everyone is going mobile.

DO

More than 30 milion internet users

from mobile devices

DO

Take advantage of the fact that Brazil quickly embraces technological breakthroughs

DON’T

Assume Brazilian parents are worried about how much time their kids spend online

Expect to have the government as your partner

DO

Expect to have the government as your partner

DO

But maybe you won’t be happy with the relationship

From 01/01/2012 until 08/03/2012

Brazilians’ Big Mac is the second most expensive in the world 

Ipad in Brazil is the most expensive in the world 

Mobile phone - the fourth most expensive in a ranking of 161 contries (ONU)

Mobile Internet – among 78 emerging countries the ‘voice data packet’ in Brazil is the most expensive

Rio de Janeiro ranks sixth as having the most expensives hotels in the world, ahead of cities like Paris and London.

DO

Learn about weird and local seasonalities

Father’s day is in August

Valentine’s day is in June

There’s no snow in Christmas

DON’T

Miss theorkut x Facebook fight

DO

Prepare to be ORKUTIZATED!

“Alright, after getting to level 20 on my rogue, I created a huge list of characters on Bleeding Hollow (Ally) and Warsong (Horde). (...)Then I started to go on Warsong more, and I discovered that it is one of THE WORST servers ever. About 80% of its population is Brazilian, which, usually, I'd have nothing wrong with (although I hate their waxes...). But none of them speak English. At all. Trade chat is all in Portuguese, and Barrens chat is.....well, filled with more Brazilians. I want to stab myself brutally in the eyes for creating a character there.”

“Yeah Warsong is pretty horrible now, it used to be a really good server a long time ago.”

gamefaqs.com WoW forum

DO

Learn that Brazilians love to use social networks to complain about brands

Source: Miti Inteligência - As empresas mais reclamadas de 2011 (jan/2012)

Buy from media bureaus

DON’T

Underestimate the power of web portals

DON’T

Traffic share for the top 8 domains

78% 33%

* jan 2010

Expect to use all the social media power right now

DON’T

Beta test for restricted brands

International BillingForecast for a brazilian office in april. Right now, we pay almost 50% of taxes to run Facebook Ads.

Exclusive to one agency

In july, the beta will be closed for our market

Source: Social Bakers

Talk to bloggers to make engaging niche social campaigns

DO

Be creative! Every pixel and every person is a media opportunity.

DO

DON’T

Use Google Translate to write in Portuguese.Seriously, don’t.

New MacBook Air Notebook - Thin and light.Yet rock solid. The ultimate everyday notebook.

Novo MacBook Air Notebook - Fino e leve.No entanto, rocha sólida. O notebook final todos os dias.

New MacBook Air Notebook - Thin and light.However, solid rock. The final notebook every day.

New MacBook Air Notebook - Thin and light.However rock solid. The notebook end of each day.

New MacBook Air Notebook - Thin and light.However solid rock. The end portable each day.

Pic from a Brazilian restaurant...

“PORK RIBS WITH BARBIE KILL SAUCE”

Localize your copywrite

DO

Writing the Results

Tonos para tu celularBaja tonos polifónicos exclusivos

creados por Motorola para ti.www.motorola.com.mx

Ringtones para tu celularBaja ringtones exclusivos

creados por Motorola para vos.www.motorola.com.ar

X

COLOMBIAMEXICO

ARGENTINAURUGUAY

Colombia / Mexico:

“para ti” = 5,60% CTR“para vos”= 2,50% CTR

Argentina/Uruguay:

“para ti” = 4,50% CTR“para vos”= 6,20% CTR

tonos

ringtonesX

tonos

ringtonesX

Prepare for monopoly in search

DO

CTR success BR – Februry 2012 (Hitwise)

DON’T

Consider Bing’s share of search as a threat to Google

1. Google2.Orkut3.Facebook4.Hotmail5. UOL [portal]6. YouTube7. Yahoo8. Gmail9. MSN10.Jogos (games)

Top ten searched keywords on Bing BR - March 2012 (Hitwise)

BING TOP 10 KEYWORDS:

Expect less competition in Sponsored Links

DO

Hotel US$ 1.12 X US$ 3.96 Hotel

Carro US$ 0.63 X US$ 2.98 Car

Laptop US$ 1.80 X US$ 2.26 Laptop

Advogado US$ 0.52 X US$ 2.18 Lawyer

Mesothelimoa US$ 99.44

Take for granted that Google organic results algorithm works the same in Brazil.

DON’T

PANDA BR X US

Google Panda Update 1.0:

US: February 24th 2011BR: August 2011

% of sites affected:US: ~12%BR: ~2%

 'Low quality' and 'thin content' websites were targeted by Google

Take for granted that keyword tools and SEO tools data is accurate for Brazil.

DON’T

Consider that the Google lexicon for Brazil still have it’s pitfalls

DO

Keyword = restaurant

Consider that Brazilians have the same history of experience buying remotely.

DON’T

In 2009 49% of the internet users in Brazil researched

online before buying at the store

(Estudo NeoconsumidorGS&MD – Gouvêa de Souza - 2009)

In 2011 84% of the internet users in Brazil researched

online before buying at the store

(2º Estudo NeoconsumidorGS&MD – Gouvêa de Souza - 2011)

In 2004 49% of the internet users in the US researched

online before buying at the store

(Pew Online Product Research 2004)

In September 2010 58% of the internet users in the US

researched online before buying at the store

(Pew Online Produt Research Sep 2010)

DON’T

Take Brazilians too seriously. We don’t.

Come to Brazil!

DO

Ask your questions!

DO

@crisdias | @kavinski | @plamiral | @williet