Latinos and Mobile

Friday, March 8th

Panel Members

Brent Wilkes- League of United Latin Americans

Eswardo Rodriguez- Messaging and Communication in DC

Lou Aronson- Discourse Analytics

Kety Maria Esquivel- PR Firm

Social media is huge for Latinos

Hispanics less likely to have a home-based broadband line

·         69% of Hispanics vs. 84% of Whites and 78% of AA

However, 87% of English speaking Hispanics have a smartphone

47% of Spanish dominant Latinos use the internet compared to 74% of Bilinguals and 81% of English Dominant

Recommend posting in both English and Spanish on social sites (duh)

76% of Latinos use phones to go online vs. 60% of non-Latinos

Best opportunities for Latinos and mobile? Banking- they’re shopping online but not quite banking yet. Also CPG and rtail.

Big Events (PSAs)- Latinos want to hear about it on TV (37%) and via social media (32%)

A good portion of Latino community considered themselves conservative, however the Latino population is evenly distributed between liberal, moderate and conservative

2011- $1.27 trillion in buying power 26% of all Latino $$ spent were in California

57% of Hispanics own a smartphone

72% of Hispanics that use the internet also use Facebook

Hispanics are big gamers. A new and different channel of engagement?  42 million Xboxes in USA. 50% of the they’re watching video

Hispanics are 54% more likely to buy a new game the day it’s released

Faith- based organizations are huge with Hispanics

It’s not just access to software, it’s also hat access to broadband can be an issue as well; mobile devices (to some degree) can take that out of the equation.

Spanish dominant Hispanics are catching up to English dominant Hispanics in usage- they like to be spoken to in both English and Spanish

Latino has now developed in tablets as quickly as GM. But as price points go down, tablet adoption will grow as well

Just having a commercial in Spanish doesn’t necessarily mean that you’re talking to and reaching Hispanics. However, any attempt to address Hispanics always goes over well and goes a long way.

LDS

Time Shifting: Is Sports the Last One Standing?

Saturday 11am

live events really driving live tv watching

sports- biggest reality tv

sport keeping the cable industry going

we can’t get enough sports.

some time shifting in sports- olympics, nbc got huge flack for holding some in the past. tweaked it a bit this year and did a better job.

march madness on demand- first sports event that embraced digital. live games watched in the office, etc.

nbc executives felt olympics was a success. ratings went up and they didn’t lose money this time around. believes there are still viewers out there that want a 3 hour block that tells a story, not “sports fans” who want it live and quickly

can you use the olympics/march madness model for other sports league? extend interest beyond primetime and build excitement anywhere they’re watching. they’ll watch the biggest screen available (computer screen)

how does online/water cooler drive to live tv watching? they may not be driving revenue in and of itself, but it compliments and drives to tv.
superbowl success-
multiple camera angles worked (2 new angles online). being able to watch the commercials, dvr functionality. asked viewers where they wanted the camera go. requested the worst view so you could see all 22 players at the same time. fans loved it. alex smith camera angle requested in 3rd quarter. not on television, but you could simultaneously view.

what works is a second screen availability. not a replacement of the original experience.

having full rights to a sport/event makes it easier to innovate, get things done. very complex to handle rights when there are geo issues, cross platform sharing, etc.

almost inhibitive to innovate on tv. fox first to add scores and time to screen , all others added within 2 weeks.

march madness was originally a paid program online. hundreds of thousands in revenue. then it became free with registration, all that was eventually dropped to make the multi-platform experience as easy as possible. as easy as turning on your tv, that will make digital as successful as possible.

sports will probably never not be on cable. espn makes $5 per subscriber from the cable companies. and cable operators make the revenue. it’s a relationship that is difficult to break.

success on team specific channels really depends on the market demand for the team.

most sports fan are out of market fans. digital helps you connect at a level that was never available before. also on social screen.

pricing continues to go up. rights, packaging costs, etc. but fans will keep on paying, like an addict. where is the breaking point? no end in sight at this point.

sec football is second only to nfl in popularity. the more popular the sport, the longer the contracts are based.

the beauty of second screen is that it can be customized- closed captioning and usage of additional camera for signer to perform the national anthem- very popular within the deaf community.

red zone- takes sports to rapid fire viewing. shows just scoring plays and plays within the 20 yard line. great for fantasy and actually enhances ratings of actual broadcasts.

online model has its own inventory, no overlap from broadcast. revenue and audience levels for tv and online were inverse. highest online for first games and declines down from there. tv is opposite, small that grows to the championship game.

is there a possibility to shift social feed. can you align the timing of a personal social feed with dvr capabilities?

sports lose almost all their value if you know the result.

 

 LDS

Dennis Crowley- Foursquare Founder

best of what’s nearby
 
above gaming- phasing out the gaming element. it was there to get people excited, use the service. but now it’s no longer necessary
 
website tells the story of 4square as a local search app
 
it’s not a game, it’s a search app
 
building seo, adding “google juice” to make it more relevant
 
preinstalled in windows and blackberry phones,
 
over 30m users worldwide
 
encompasses all generations, 60% of users are international . brazil, Turkey and russia are growing quickly
 
living breathing dataset. users are the ones making the changes0 adding, deleting
 
utilized as an asset to help power other things- vine, twitter, instagram
 
we should be able to help customize all the points. why do we all see the same pins they should be customized
 
tiles, routing and pois, are all out there for mapping they add the social layer
 

LDS

Matt Walsh: Your TV Knows Who You’ve Slept With

Matt Walsh- evp exec experience director. crispin
 
interactive subfeatures, second screen, xbox, apple, google- interactive tv world
 
but the :30 spot is still the same as its always been.
 
sony technology- you can skip an ad for mcdonalds if you say out loud mcdonalds
 
sacred cow still abides, :30 are still here to stay
 
synching of ads to social media
 
utilizing the channel guide to guide your viewing habits
 
to get personalization, you need templatization that builds an emotional connection. how can you overcome
 
personalization is within our grasp, but at a huge costs
 
“take this lollipop” example
 
“hero” clip from sweden
 
stella campaign for holiday card
 
sip it up. me- abuse of cough syrup psa- weaving it your friends as well
 
@icecoldvideo

LDS

Death of the Couch Potato. The Future of Social TV

Sunday 5pm

 

 
jesse- usa network digital
david beck- head of social for Univision
hermione way- video director for the next web
 
 
loyalty and fan engagement- crowd sourced show us your character. used before Facebook really blew up
 
fans are at the heart of everything they do, focus on the story
 
“created with” the fans- show writers and producers
suits on USA
extend the show between episodes and seasons. suits recruits- fans could apply for a job at the law firm and report to a character, work on a case. webisodes, Facebook, twitter- all used to gauge viewer feedback.
 
it’s all about the human connection and using social media to build the experience. it’s not just about trending for 45 mins while an episode airs, it’s about the experience all the time.
 
Univision is now #4 channel, grew past nbc.
 
fans want social tv to further connect them with the stars, let their voice be heard, reward them for watching
 
social tv needs to be an organic extension of the visual channel
 
californication- has a great youtube channel that has behind the scenes content and interviews with david ducovney
 
social tv is authentic and transparent and needs to give viewers a 360 experience
 
how can you prevent spoilers with social tv?
 
90% prime time live viewing of novella 5x a week. they want to be social without spoilers. “spoiler free social tv”. social feed is time synched to the show. see the comments as they consume the media. actually able to add content after the experience. actors can go back and add comments after it’s happened.
 
 
how can we synch social feeds to viewer experience across all viewership?
 
house of cards- how do you build a fan base when the content is available all the times?
 
walking dead has great competition every Sunday to get the fans to watch live.
 
have to be agile. Univision had asked fans to tweet in pics of awards parties, but everyone was just tweeting in support for the artists. so the producers changed it on the spot to support what the fans were responding to.
 
story telling across platforms
 
Univision-we need to rethink success metrics and how to launch new shows. multi platform isn’t a bolt on. it now changes the way shows are produced.
 
how have networks changed their organizations to support this social tv?
 
virtual applause for the dead Hispanic star. how could viewers be involved and participate at this moment?
 
how do you monetize it?
 
usa future of tv roadshow- 21 agencies in 7 cities. getting a brand integrated from the very beginning of production. agencies were able to build help drive that idea. not just a sold product.
 
producers now also responsible for the digital content production, not just tv ratings.
 
psych- user chosen marathon before latest season. increased ratings on a friday night 12-6am 20%. 2 weeks later, when  psych premiere aired (only supported via social) ratings were up 20% and up 41% in the 18-34 demo.
 
this is a new consumer touch point. human interaction. no longer just a click, an opportunity to build another experience
 
how much is too much? it needs to be quality content. what do you share and what do you keep private?

LDS

Tina Roth Eisenberg. Swiss Miss

Sunday 2 pm

one of the world’s top 50 design blog
 
She believes in side projects and eccentric aunts
 
her kids have been her biggest career catalysis. started her design studio when she was pregnant with daughter, gave up clients when she was pregnant with son
 
crazy eccentric aunt- hookie inspired her to follow her dreams and make art as her job
 
live by your own standards, set your own rules.
the shift from maker to manager is a tough shift.
a labor of love always pays off
wonderful things can happen when your brain is empty
 
11 rules to live by (I only got 10!)
 
-invest your life in what you love. can you distinguish between work and play?
-embrace enthusiasm
-don’t complain, make things better- do something about it or let it go
-experience is more important than money
-surround yourself with like-minded people
-collaborate
-ignore haters
-make time to think and breathe
-if an opportunity scares you, take it
-be someone’s eccentric aunt

LDS

The Big Power Shift in Media

Jonah Peretti CEO & Founder BuzzFeed
image

BuzzFeed is a site full of sharable content.

The big question - how can you spread your ideas and make them “go viral” on the web.

Bored-at-Work Network. Millions of bored office workers around the world. Half of their day is dedicated . They create a network bigger than any of the traditional media network (bigger than CNN, BBC, or any other network).

Bored-in-Line network. I used to hate mobile. It used to stop things from going viral. You couldn’t actually share things on mobile. Now, half of the traffic on Facebook is mobile. on BuzzFeed, 45% of traffic is mobie. The BIL network is as big as the BAW network. If you make something if it doesn’t work on mobile you have no chance of it spreading.

2001 Nike ID Launches. He spoofed sweatshops on a product, it ended up going viral. Ordinary people wanted to share it with their friends.


Could he do it intentionally? He made the New York City Rejection Line. If someone is hitting on you, you can give them your number and they get an automated rejection message. Had stand-up comics do the recorded messages. They ended up on CNN.

Black people love us site - ended up on Good Morning America talking about race.

Biggest misconception about viral. Quality is all that matters. That’s not really true. having something that is good quality is helpful, but there are lots of high quality things that don’t get shared.

The idea AND a way to spread it. The viral distribution strategy is as important as the idea itself. Should be 50/50.

Viral Rate. measures the social reproduction rate. Maximization of content spread.

They can look at the return on their promotion of content. They can look at the R value and see how viral their content will be. By thinking about the world in terms of R values, you can get more viral lift and more sharing.

They also use machine learning to predict social hits. Facebook has a half life of an hour, Facebook of a day and Pinterest of a week. Using regression models, they can look at all the different factors predictive of viral growth. Humans are better than machine learning. Data is analyzed by people as well.

What spreads depends on the platform.

Google world view - connect people with the information they need anytime, any place.

Demand Media has created content under eHow.

Facebook is still not that well understood compared to Google. It’s about connecting people with their friends and giving them a way to communicate. It’s not as much about the information itself but what that information allows you to do.

Doesn’t always need to be funny. Can be very serious. If it has a way of connecting people together.

Social takes over the world. It’s a true combination of social sharing and information sharing. Hired Ben Smith and he became their editor in chief. Ben added the element that was missing from BuzzFeed, which was reporting and breaking news. Because they were so socially connected, they were able to gain reporting credibility.

All of your information is combined together. You social information, news, education, and combine them all in once place.

Branded Content:

100% of their revenue is social content marketing. No banners. It’s all programmed by viral rank. The realized they could use the same analytics for branded content. They build in-stream units. The content they are posting is designed to be interesting to the reader.

They are working with all the top brands that care about social.

We don’t want a success penalty for brands, when things go viral, that’s success. When you get something from your friend, it is more powerful than seeing paid media. When someone gets something through sharing it has a bigger impact.

Partnered with GE on a GE Time machine. Found GE advertising from each decade. You could select a decade and they created original content for each of those time periods.

Banner ads on the web don’t give you the space to tell a story. No one really cares and they have tiny click through rates. Social can help us get back to the golden age of advertising that will let us tell a true story.

Social is a way of thinking, not a trick.

People who focus on one narrow trick (e.g. social reader) end up failing.

  1. Have a heart. Emotional intelligence is as important. It may even be more important in social. Google is about information. Social is about emotion.
  2. Content is about Identity. It’s better to have something that 10% of people care deeply about, because they will share it. (e.g. Awkward hugs with short people when you’re tall).
  3. Capture the moment. (e.g. yogurt cup that fell over from NY earthquake). Brands are becoming always on rather than having a rigorous approval progress.
  4. Cute animals deserve respect.
  5. Humor is inherently social. When you’re laughing with people you feel closer to them.
  6. Nostalgia is very social. Products you can’t get anymore.
  7. Don’t post things people are embarrassed to share. Has to be things that people are willing to talk about publicly. You can’t even admit something to yourself that you like certain content, even if you are. Sex and guilty pleasure stuff can actually hurt virality.

Conclusion:

  • Have an idea AND a way to spread it.
  • Understand your platform, different content spreads of Google vs. Facebook.
  • They big shift to social is coming to advertising. Increasingly FB is sending more traffic to publishers.
  • People love the Paris Cafe. Stay close to what makes us human.
  • Social is a way of thinking, there are no tricks, you have to be human.

-RP

Social is a way of thinking, not a trick.
— @peretti
Publishing is now a Paris cafe. Sometimes you read philosophy, sometimes you turn to pet the dog. This doesn’t make you stupid, it makes you human.
— @peretti
"The viral distribution strategy is just as important as the idea itself." - Jonah Peretti