lionbridge's latino link webinar - january 2011

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© 2010 Lionbridge Technologies, Inc.

Latino Link: Localizing your content for Hispanic communities online

Join the conversation on twitter #LIOX @Lionbridge

Presented by Joe KutcheraHosted by Nathalie Molina

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Introductions

Joe Kutchera Director of Digital at Acento, a full-service Hispanic advertising agency

• Joe@Kutchera• Joe Kutchera is the author of Latino Link: Building brands online with

Hispanic communities and content. During his tenure at Time Warner, he built CNNExpansion, CNNMoney, ThisOldHouse.com, and Warner Bros. Online. He has been featured on Advertising Age, BBC Mundo, and CNN en Español. He writes for Fox News Latino and MediaPost.

Nathalie Molina Title

• Email• Bio

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4,200 employees 26 countries•1,900 offshore employees• 85,000+ third party, mobile and at home workers

Leader in $14B services industry• Translation and adaptation of productsand content for international markets

‘Crowd-in-the-Cloud’• Industry leading technology• Drives efficiency• Improves productivity

Recurring relationships with 500+ global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client

Global Scale Market Leadership

Cloud Technology Platform Loyal, Global Clients

Lionbridge Snapshot$400M Leader in Translation, Testing and Development

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@joekutchera#latism

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@joekutchera#latism

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@joekutchera#latism

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@joekutchera#latism

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Questions I will answer in today’s presentation:

The market opportunity for reaching U.S. Hispanics online?

Preference for Spanish or English?

What motivates U.S. Hispanics to use the Internet/mobile?

Which Hispanic marketers have translated their site?

How can your clients incorporate social media?

U.S. Hispanics and/or Latin Americans?

What are the implications for the Localization industry?

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Before we start: Definition of a few terms

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Before we start:

Hispanic: Used by U.S. Census Bureau, more official

Latino: “A native or inhabitant of Latin America,” or from Roman Empire

“U.S. Hispanic” and “U.S. Latino” used interchangeably

Globalization: Does your web site maintain a consistent brand, look, and feel? 

Localization: How relevant is your website to the user’s culture and country?

The Internet connects computers. Language connects people

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Localization is:

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Research: Closing in on the Digital Divide

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2010 US Census DataBig “winners” – Texas (+4), Florida (+2), Arizona (+1), Nevada (+1), Utah (+1)

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US Hispanic Internet Users and Penetration,2009-2014 (millions and % of Hispanic population)

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Time Spent on English- vs. Spanish-Language WebsitesAccording to U.S. Hispanic Internet Users by Acculturation Level – July 2009

1st

2nd

3rd

Generation

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How often do you research/purchase products online?

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Facebook Usage by Ethnicity

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Technology Use: Hispanics vs. Non-Hispanics

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Consumer Profiles:Latinos who use the Internet

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Madeline and RicardoKeep in touch with cousins in Peru and Spain via Facebook

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Elizabeth Spanish-language media = pro-immigrant

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Mike and Monica MeloneNew ways to “transfer” money to family in Latin America

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Alfonso Mexicans spend between $20 and $40 Billion annually in U.S.

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Leaders in Digital Marketing to U.S. Hispanics

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Best Buy en españolU.S. Hispanics AND Latin Americans

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Best Buy en españolU.S. Hispanics AND Latin Americans

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The Home Depot en españolNeither U.S. Hispanics or Latin Americans

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Banco Popular: Best Hispanic Global Gateway

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Lexicon Marketing: English without BordersContinuous Relationship with Consumers

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AmFamLatino on FacebookCustomized Pages for Each Agent

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Babycenter: Targeting Latina Mothers

“I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”

Culturally Customized Content by Country in Spanish

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Procter & Gamble: Being GirlCulturally Customized with High Context Content in English

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Social Media & Localization:The Story of Cumbio and Fotolog

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The Story of

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…and Cumbio

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“Connectors” Organizing Events

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“Connectors” Getting Book Deals

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Hiring “Connectors”

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Finding “Connectors”

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How do we help our clients develop online connections and

content?

And how can we connect those online relationships with offline events

and ultimately drive sales?

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Conclusion: What’s Next?

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Forecasted e-commerce growth on WWW

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Conclusion

Which region of the U.S. has grown the most?

Have U.S. Hispanics online passed the “tipping point”?

What motivates Hispanics to use digital media?

Are online Hispanics U.S. or global influencers?

What’s the opportunity for marketers?

U.S. Hispanics and/or Latin Americans?

What does this mean for the Localization industry?

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© 2010 Lionbridge Technologies, Inc.

Thank you!

joekutchera.com/latinolink

jkutchera@acento.com

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Questions?

Latino Link on Amazon:http://amzn.to/latinolink

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Knowledge Center

www.lionbridge.com

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Thank You!

Lionbridgewww.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge

Joe Kutchera

Roberto SastreRoberto.sastre@lionbridge.com

jkutchera@acento.com