SXSW 2011 Documented

Newborns will be majority multi-cultural before 2020. The Hispanic population has grown over 40% from 2000-2010. Today, the data shows TX grew at 41% vs 10%, CA 28% vs 1.5%, and Oregon grew 63% vs 7.5%, NC grew 111% vs 14% and AL grew 144% vs 5%. The $1 Trillion Latina spends about $24M a year:  42% are single, 35% are head of households, and 54% are unemployed. Hispanic moms are the queens of the castles. Most families are younger and have multiple children. Brand loyalty is very important to this group of people.

Media stats: Hispanic households are less likely own home computers or have broadband access. Those with internet, spend as much time online watching videos as they do watching TV. Also, they are most likely to own internet and video-enabled cell phones. Hispanics spend more time watching videos on their phones. Traditional and digital media are the best ways to reach this demographic.

Coca-Cola: How to Leverage This Demographic Shift - one example of how the U.S. is changing can be seen looking at soccer/futbol. IN 2010, Coca-Cola was able to leverage the FIFA WC in the U.S. with a flexible approach anchored in the Hispanic market.

Univision: Marketing to a multicultural nation - the normal “Joe” consumer is no more. In the nation’s 10 largest cities, there is no defined stereotypical American. 46% of people under 18 are “Minorities”. Marketing to a multicultural nation, you need to take a total market approach: strategy, metrics, research, product, packaging, media and advertisement. Even Univision expanded beyond TV and moved more of their marketing tactics online. 23.4 million U.S. Hispanics are online (74%) and 28.4 million U.S. Hispanics own a cell phone (90%). Reach all consumers at all touch points; have one platform play off another.

Latinos in Social Media: Communicating to the Hispanic Market - It is a diverse segmented market:

Hispanic dominant (Isolated) - speaks Spanish at home, most media consumption in Spanish, Foreign-born, mean age 40, lived in U.S. 7 years (avg)

Bicultural (Acculturated) - speaks both English & Spanish, foreign and U.S. born, most media consumption in English, mean age 34, lived in U.S. 22 years (avg)

U.S. Dominate (Assimilated) - speaks mainly English, U.S. born, most media consumption in English, mean age 37, lived in U.S. 36 years (avg)

Hispanics bloggers - 18.9% have a blog compared to 13.5% of non-Hispanic whites. Spanish speaking Latinos trailed slightly at 12% behind the general market. Hispanic communities are more engaged online and more apt at trusting others online than their friends or relatives. They are more susceptible to digital marketing.

Cheat Sheet for Running a Successful Hispanic/Latino Campaign:

·         Reach out to the Hispanic experts in the beginning.

·         Define what specific segments your campaign is targeting (Hispanic dominant, bicultural, assimilated). You can identify the language preferences based on this info.

·         Indentify the location. Demographics is vital. It will help you create a better cultural connection.

·         Go beyond translations, create a meaningful relationship, show them you care and are willing to invest in them.

·         Listen to their needs. Don’t impose your ways.

·         Respect. Invest. Engage.

Senior Director of Emerging Media & Innovation for 360i, David Berkowitz introduces us to NFC and RFID and how they both will change the world of mobile. Near Field Communication (NFC) and Radio Frequency Identification (RFID) will change the wireless industry, user experiences, how we market, and shop. Mobile phones are now being looked as ubiquitous devices that play an increasingly important role in our lives. The mobile phone started as a tool to talk to people while away from a landline. Apps began to emerge on legacy phones, with the networks controlling content. Smart phones, most importantly the iPhone, changed this stranglehold on content by creating an open developer ecosystem. Now the mobile phone is more akin to a computer than a phone. As new features like RFID and NFC technologies are being integrated, the functions of the mobile phone will increase even more so.

In the very near future, we will use the mobile phone to open doors (literally), pay for our purchases, earn loyalty rewards, redeem coupons and much more. Network operators will begin to look more like credit card companies, marketers and retailers will now be able to track purchases and redemption of coupons, in turn rewarding these behaviors with loyalty reward points. Apple plans to offer future service that allows iPhone users to pay with their phones. NFC is most commonly used as stickers. For example, StickyBits is a free app which allows users to scan barcodes anywhere and unlock info, specials and deals. Other popular products/campaigns include DQ’s Tetherball Tag, Slurp Data for 7/11, Touch a Tag and Mixi, a NFC physical check-in in Japan. Check out David Berkowitz’s complete presentation.

Margot Bloomstein, brand and content strategist of Appropriate Inc., shares that online curation is a matter of speedy, selective contextualizing. It’s more than merely aggregating content, it’s a matter of giving the chosen content added meaning. Curation is an act of creating new meaning by combining existing content with new perspectives. If you don’t create a new meaning, you are not creating value. The human factor is key, both from the perspective of readability, liability and from an aesthetic perspective.

So, what should the curator do? As well as selecting content, the curator should be the human voice of their platform, wrapping the raw content from the web in a package of context and making it easier to understand. Curators have a point of view, which is what sets our choices apart from algorithmic selection. We may come up with the same items as an algorithm, but as humans we can explain why, and that makes all the difference. An algorithm cannot create perspective and context. Without human interaction, automated curation is just data aggregation.

See more of Margot Bloomstein’s presentation.

Entrepreneur Patrick O’Keefe wants to kill your online community. He’s spent the past 11 years building communities through the iFroggy Network, which includes phpBBHacks.com, KarateForums.com and PhotoshopForums.com. He writes managingonlineforums.com.

“People believe I’m passionate about online community,” O’Keefe said. “I’m here today to tell you it’s all just a myth. In reality, I think online community is disgusting.” His slideshow explains these mistakes:

1.       An administrator is never wrong (online manager). (People actually like humanization)

2.       Define your audience as “everyone”.  (Successful communities have focus, a niche)

3.       Don’t have user guidelines. (Transparency is key-set the standard)

4.       Don’t document guideline violations. (Have backup)

5.       Visit the community infrequently. (People want someone to be dedicated to help)

6.       Allow anyone to moderate. (Lead by example)

7.       Set the worse example you possibly can. (same as above)

8.       Post count is everything. (Quality over quantity)

9.       Make new people feel unwelcome. (Make it easy for people to join your community)

10.   Shame people who ask repetitive questions. (Customer service does not discriminate)

11.   Member feedback is stupid. (Listening to people makes them feel appreciated)

12.   Receive a suggestion? Do it! (Your customer’s ideas aren’t always the best for your brand)

13.   Branding, schmanding. (Brand it and own it)

14.   Make all content private. (You need your content to be shareable and searchable)

15.   Don’t keep your software up to date. (user experience is just as important)

16.   Have an idea? Do it! (test many and pick the best one)

17.   Copyright? Who cares? (own your trademark and brand materials)

18.   Let your staff talk things to death. (be efficient and factual)

19.   Blame your staff. (don’t point fingers)

20.   Religious and political discussions are the best! (this can divide your community)

21.   Change things and tell no one. (don’t surprise your customers)

22.   Allow abuse through private messages. (scuffs shouldn’t be allowed)

23.   Add as many advertisements as you possibly can. (don’t spam up your site)

24.   Don’t think about money at all. (ROI is always a priority)

25.   Ignore members. (interact and engage)

26.   Allow freedom of speech. (set certain rules and guidelines for the community)

27.   Never thank anyone. (always show your appreciation)