latin american consumer engagement through social media

THE NEW CONSUMER

The new consumer is a USER of Web 2.0 tools and Social Media

This consumer:

Generates Media

Multiplies content

Recommends products

Facebook is the most popular social network of all of the Spanish speaking countries in LATAM. With more than 1.9 million Hispanic users. More popular among the Hispanic population.

Hi5 is one of the 40 most visited sites and most popular social network in Mexico. More than 52% Mexicans say they have an Hi5 account as their primary online social network.

Yahoo is the most visited english Latino-Focused website.

HispanicBusiness.com, April 2007. JupiterResearch.com, Themes in Hispanic Social Media, June 2008.

New America Dimensions, New Latino Generation, 2007.

Top Latin Networks and Communities

Orkut has 35 million of users in the world, and more than 50% are from Brazil. Most of users are in the age between 18 and 15 years.

WEB 2.0 CREATED A NEW MARKETING REALITY

The consumer has the power to generate or multiply the messages content (in a positive or negative way).

THE NEW MARKETING REALITY

Marketing doesn´t have anymore absolute control over the brand.

The consumer is taking decisions in relation to brands & products based on experiences and recommendations from other consumers through social media.

3 NEW MARKETING CHALLENGES

GIVEN CONTROL TO THE CONSUMER OVER THE BRAND

FACILITATING (NOT CREATING OR CONTROLING) BRAND ENGAGEMENT

MONITORING CONTINUOUSLY THROUGH SOCIAL MEDIA

CREATE A SOCIAL MEDIA STRATEGY

ENGAGE THE USERS THROUGH A CONTINUOUS INTERACTION AND DIALOGUE

MONITOR

WHAT SHOULD COMPANIES DO TO TAKE CONTROL OF THIS REALITY?

LATINAMERICA INDUSTRY ANALYSIS

A world of diversity A world of opportunity

Fuente: Tendencias Digitales. www.tendenciasdigitales.com – 2009

172 Millions of Internet Users

Top Spanish and Portuguese Internet Markets

Internet Users (in millions)

Source: Internet World Stats June, 2009. ComScore Feb. 2009. 

Top Content Internet Markets

Fuente: Tendencias Digitales. www.tendenciasdigitales.com – 2009

Social Network Users by Country

In the near future, companies will change their focus in order to engage their clients through online social networks and communities“

Charlene Li

How does

perform in this context?

Consulting Agency that focuses on creating brand

engagement through the strategic usage of Social Media

How we do it?

• Social Media

Monitoring

• Social Media

Planning

• Social Media

Engagement

Through our integrated solutions that include: strategic planning, execution, engagement and monitoring.

Social Media

Planning - Methodology

We implement a methodology that includes a clear understanding of your needs, Marketing objectives, and how your target interacts with your brand.

Our consultants use their expert knowledge, in conjunction with best practices and studies that we conduct with consumers in social networks

Planning - Tools

ecInsights

We use 3 of our propietary tools to help you wilth the planning process: eCInsights; eCGlobalNet; eCcocreation

ecGlobalNetPlanning - Tools

Planning instrument that brings together all of our social media partners (social networks, blogs, websites, etc) along with user segmentation (given their demographic, lifestyle and other identifying characteristics, product use and brand sentiment.)

We use this information to determine the most adequate sources to engage the users to the brand.

Allows the suggestions of the engagement concept(s) during the planning phase.

How do we do this? Through a collaborative process between our most creative and innovative members of our social networks, our creative team and the Client, in order to define preliminary ideas.

Planning - Tools

ecCocreation

Social Media

Engagemement

eC BrandCommunity

eC Real Experience eC Below the Line

eC OpenSocial

Social Media

Engagement

After a planning stage, we implement your Social Media Initiatives using our 4 baseline solutions which have been effectively proven with reputable customers. Through them we have built diverse Social Media experiences and best practices. Our solutions are customized for your specific business needs.

Have your own online community!

We offer Strategic planning, build-up,

management of proprietary customer

communities and execution of engagement

initiatives with their members.

Engagement

ecBrand Community

Engagement

ecReal Experience

Sharing the real experience of the consumer in the community via multimedia story telling (shopping, entertainment, usage and behavior and any day-to-

day activity)

Engagement

ecBelow the line

Extending the offline BTL brand activation experiences to an

online community environment multiplying its content and communication.

Members of the BTL community would collaborate on its

expansion (advocators) through consumer generated media

and experience sharing though multimedia elements (videos,

photos, audio, SMS, chat) on real time.

A solution that involves conceptualization, planning, design, programming and implementation of Open ¨Social Applications¨ for Social Networks.

The solution is fully customized to the Clients specific needs and is typically a branded engaging application such as a game, personal avatar, or management tool.

Engagement

ecOpenSocial

Social Media

Monitoring

Measurement of Consumer Generated Media (CGM) related to brand or industry using our proprietary online search systems and Buzz Power analytical model to count references and code attitude.

Monitoring

ecBuzzMetrics

Why eCMetrics?

1. Experience

More than 10 Years interacting!

More than 8 years interacting with Internet users and online community members (before Social Media was popular!)

In addition, we have been involved in the Hispanic market from the beginning as our firm specializes in Latin American and US social media.

1. ExperienceLarge Reputable Clients

2. Opinion Leader

Reputation, White Papers and Media Recognition

2. Opinion Leader

Reputation, White Papers and Media Recognition

3. Global Reach

Goes beyond geographical boundaries: is engrained in or Corporate Culture with more than 10 nationalities in our company and an international network of partners.

4. Integrated Social Media Solutions

1. Strategic Planning2. Engagement3. Monitoring

4. Multi-functional Team

Engagers: In charge of executing your social media initiatives. They also interact and dialogue with consumers using different social media tools allowing and stimulating them to express their needs, attitudes and opinions.Co-Creators: Create and develop relevant interactive concepts in collaboration with Social Media Participants (hence, co-creators).Technologists: Work in conjunction with the Engagers to develop engaging social media concepts that are relevant to your target audience.Strategists: Recommend strategies based on costumer needs and rigorous analysis of market information and consumers feedback.

Buenos Aires: +54-11-3968.4799

Mexico D.F.: +52-55-9153.2330

Client Services: lina_torres@ecmetrics.com

Buisness Development: ilana_richman@ecmetrics.com

Contacts

www.ecmetrics.com

Miami: +1-786-269-0670

São Paulo: +55-11-3711.4294

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