The following is a preview to the forthcoming book – The Spanish Net: How to reach and segment the 136 million Spanish-speakers online – from Paramount Books.
Miguel “Mike” Ramirez, one of the founders of MedioTiempo.com, tells me that their site was officially “born” on February 7, 2000. When it launched, the U.S. Hispanic market didn’t even enter their mind. They built Medio Tiempo for Mexico. Back then, only two options existed for Mexican-Americans to find news about Mexican soccer: the TV stations Univision and Telemundo. Typically, coverage for teams like Chivas, Pumas or Americas would last only a few minutes during sports shows and possibly be reported by a Colombian newscaster. Today, 500,000 unique visitors (according to Google Analytics) visit MedioTiempo.com from the U.S. on a monthly basis, or about 20% of their total audience, without having invested a cent in promoting their site.
“If you make the site appealing to the Mexican user and give them the feeling of what it’s like to be back in Guadalajara or Mexico City for the game, they will return again and again,” says Mr. Ramirez. “This shows the importance of good content. The user is one click away from leaving your site.” Here’s a sampling of their video content on YouTube….
A few weeks back, I had the chance to see Sally Falkow of Proactive Report present “Social Media: Moving Beyond Trial and Error” at the University of Chicago’s Gleacher Center. Of all of the self-proclaimed “social media experts” (e.g. snake-oil salesmen), Sally brings seriousness to the social media PR business with her ten-step process, which you can see here below her presentation from SlideShare. Read the rest of this entry »
Scott Monty gave an insightful keynote presentation at the OMMA conference last week about how Ford uses social media to listen and respond to its customers. Check out his presentation below and their Fiesta Movement social media site where 100 “agents” document their 6-month trial of a Ford Fiesta via Flickr, Twitter, blogs, etc.
My friends at OnMilwaukee.com recently invited me to speak at their event at the Eisner Museum of Advertising & Design: What’s Next in Marketing. We had a great turnout with 60+ marketers and agency-side folks attending the event. Our goal was to highlight how interactive marketing works, share successful case studies and encourage local marketers and agencies to increase their investment in interactive marketing. The feedback so far has been positive.
The event originally came about as a result of Jeff Sherman, OnMilwaukee’s founder/president and my former high school classmate, and I having coffee this summer discussing how to foster learning about interactive marketing among marketers and agencies. I told Jeff about how my team in Mexico City had done a road show to all of the major advertising agencies there with an “interactive advertising 101″ presentation in order to make inactive marketing less intimidating and encourage investment in the medium. We agreed to organize the panel together. Jeff invited Kristi Chuckel, Marketing & PR Manager for Summerfest, to provide a client’s perspective on the panel. I invited Mike Melone, Director of Search at Starcom MediaVest Group, to show how search can best be utilized in an interactive marketing plan and Reggie Riley, Vice President of Multi-Media Sales at The Wall Street Journal, who presented a case study about All State’s custom content online site: RetirementDebate.com.
Here is a copy of my presentation on “Solutions for Managing Media Fragmentation” and the growth of Spanish-language Internet users globally in the years ahead.
Thanks again Jeff, Erin, Caroline, and Jenn for having me and my fellow panelists.
This past Thursday, I attended in the IAB Mexico’s annual event – IAB Conecta – and learned about Mexico´s online market and some insightful Internet trends overall. These include:
1. YouTube currently has about 300 million users globally and is growing 80% year-over-year
2. YouTube users upload 8 hours of video every 60 seconds, according to speaker Mitch Joel (my friend Pablo Slough actually corrected this statistic saying it is equal to 10 hours of video every 60 seconds, which is equal to 52,000 feature-length films per week)
3. Mexico’s online ad market grew 96% year-over-year and was worth about $100 million dollars in 2007
4. The IAB Mexico is launching its first online ad awards called Premios IAB Conecta
5. Activ@Mente, founded by Gustavo and Ana Ross here in Mexico City has expanded its network of offices to include Mexico City, Caracas (Venezuela), Buenos Aires (Argentina), Santiago (Chile) and is looking to expand in Spain and a few other countries soon.
6. Online agency Fabrica Interactiva, founded by Rafael Jimenez, has renamed itself Substance with an innovative logo referencing the atomic table
7. 10 trillion text messages will be sent in 2008 around the world
8. Nils Muller, CEO of TrendONE in Germany, is a rock star speaker and futurist who smashed a TV on stage saying, “all of your money is stuck in this little black box.” Watch an interview of him here….
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