Posted: February 27th, 2010 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, International, Latam | 2 Comments »
This article originally appeared on MediaPost.
The new report from the Pew Hispanic Trust — Latinos Online — shows that 64% of all U.S. Hispanics use the Internet and that foreign-born Latinos have crossed the tipping point with 52% online. As the Hispanic audience grows, they seek new content and increasingly find and regularly visit foreign web sites.
Why is this happening?
“Search engines and social networking are making it easier for [U.S. Hispanic] consumers to find and consume content outside of their home country,” says Rafael Urbina, the CEO of Batanga. “As a result, country-specific brands, such as newspaper domains, are generating a significant portion of their traffic outside of their home market.”
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Posted: February 25th, 2010 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, International | No Comments »
This article originally appeared on MediaPost.
After reading Felipe Korzenny’s and Lee Vann’s column about Hispanics’ adoption of social media relative to other ethnic demographics, a question came to mind: how will social networks affect the acculturation process among Hispanics? The ability to keep in touch with family and friends from countries-of-origin via email, Skype and online newspapers back home makes it easier than ever. Travel costs are at historic lows. And computer and mobile phone prices fall every year.
Combine these questions with the fact that more communities like Miami and McAllen, Texas, are reaching the tipping point of having a majority of Spanish speakers, and the question about how online media affects acculturation deserves some consideration. Six experts discuss this issue, after which you are invited to leave your comments, links to research and additional questions below.
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Posted: February 19th, 2010 | Author: Joe Kutchera | Filed under: Uncategorized | No Comments »
This article originally appeared on MediaPost.
When Facebook’s director of sales in Europe, the Middle East and Asia, Blake Chandlee, presented at IAB Spain’s conference last month, he said in order to generate new demand for products, marketers need to move up the consumer funnel. “The power of the social graph is changing the discovery process,” he said. “The network of real connections through which people communicate and share information is the most influential way to reach someone.” More specifically, marketers can tap into these networks by utilizing a variety of targeting methods with information from Facebook users’ profiles like age, gender, interests and marital status. He shared a few more insights gained from sitting atop the EMEA social hub with me after the talk.
You mentioned in your presentation that your banner ad sales agreement with Microsoft would end in December 2009 because it wasn’t working. Why didn’t it work and what advertising programs are working?
The agreement with Microsoft to sell IAB standard banners will end on December 31 outside of the U.S. market, which represents 14 markets. The agreement is ending not because the partnership wasn’t working. We have an excellent relationship with Microsoft and this will continue as they are both an investor and a partner of ours in search, but because we found that traditional banner formats were not as effective on Facebook as the formats we have developed.
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Posted: February 11th, 2010 | Author: Joe Kutchera | Filed under: Blogging, International, Latam, Photography | 1 Comment »
The following is a preview to the forthcoming book – The Spanish Net: How to reach and segment Latinos online – from Paramount Books.
Scott Heiferman, now famous for starting MeetUp.com, and Adam Seifer launched Fotolog, a leading photo sharing site, in 2002 as an online community for their friends in Brooklyn, NY to post photos and share them. Instead of building up a domestic fan base, as they thoughts would happen, their user base took them down an unexpected path, according to Yossi Langer, Chief Product Officer, and Arne “Joe” Jokela, Chief Technology Officer of Fotolog.
In 2005, Scott and Adam’s friend, Cora Ronai a journalist from Brazil, visited New York and was impressed by their site. She returned home, wrote an article about Fotolog for O Globo, Brazil’s leading newspaper, and within two months, Brazilian users outnumbered American users. The popularity of Fotolog then spread like wildfire to Argentina and Chile in 2006 and then jumped the Atlantic Ocean over to Spain and Portugal in 2007. That same year, traffic took off in the North of Mexico, especially around Monterrey. Today, Spain is their number one country, in terms of users.
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Posted: January 21st, 2010 | Author: Joe Kutchera | Filed under: International | No Comments »
What is language?
Originally uploaded by dgray_xplane
Here’s a great diagram/illustration from David Gray about Language. He says:
Language is more than just communication; it is the primary method by which we do things together. Language is the accumulation of shared meaning – of common ground.
1) One-way communication: message sent
2) Two-way communication: Both sides feel understood
3) Collaboration: Thinking, planning and making decisions
4) Co-creation: Joint activity, making and doing
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