This week LinkedIn announced they had reached a new milestone, 100 million professionals worldwide using their service. Although further proof of the power of social/professional networking online needs no more validation at this point, the infographic they released had one point that jumped out at us: Brazil. It seems LinkedIn’s growth is being helped along in no small part by the continued explosive growth of the Brazilian professional community.
Once, when asked by a soldier as to where they should go, Napoleon simply responded, “March to the sound of the guns.” – because that was where the action was. In today’s global economy, the cannons are firing quite loudly in the next generation of industrial powers like China, India, and of course Brazil. Brazilian businesses in particular are rapidly implementing the best practices of the US and Europe by building out their online presence to capitalize on an increasingly upwardly mobile population that is becoming more wired by the day. With that in mind, the growth of the LinkedIn population, at 428%, is another clear boom on the horizon, and business of all kinds would be wise to not ignore them.
Day 2 at #SESNY kicked off with a groundbreaking keynote. But wait. Let’s rewind. Earlier this month, I had the pleasure of interviewing Paul Lima of Lima Consulting on the topic of Digital Marketing To Latino Users. The Q&A was an eye-opening peek at the opportunity represented by the growing online Hispanic market, and a serious appeteaser to the inaugural launch of the Focus Latino track at Search Engine Strategies New York.
The keynote was introduced & moderated by Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ, Carlos Vassallo, CEO, LatinVision Media Inc., Carlos Manzano, Executive Director, Latin Media & Entertainment Commission, City of NY, and Paul Lima himself. Mark López , Head of U.S. Hispanic Audience, Google, took the stage for the main event, which was jam-packed with awesome stats about Latino users. Oodles of them live below the fold, in addition to a hearty helping of takeaways from the follow-up session, Reaching Latinos through SEO, presented by Rafael E. Hernandez, Sales Manager, AudienceScience and Matias Perel, Founder and CEO, Latin3. aimClear live-tweeted both of these fascinating sessions. Read on for the goodies.
Mind-Blowing Stats, Brian-Nuggets & Best Practices
Mike, Carlos V. & Carlos M, Paul, and Mark took turns sharing a slew of stats & targeting tips regarding the Hispanic Market. (Rad full write up in Bruce Clay Blog.) Here’s a sample platter of the main attractions:
- The U.S. Hispanic market is a $1 trillion market! That cannot be ignored.
- New York City has the most diverse Hispanic population than any other city in the U.S.
- By 2040, it’s predicted that 100% of the U.S. Hispanic market will be online. Searching, socializing, etc.
- There is no real divide between online & offline engagement. Online engagement, video & mobile usage is on par with the overall market.
- 53% of Hispanics use the Internet for shopping (searching to learn more about brands, find products,purchase products, etc.)
- Search prompts action, meaning search generates distinct offline action for U.S. Hispanic advertisers
- TV is an effective trigger for search – 78% of Hispanics have used search engine to find more info about something they saw on TV.
- U.S. Hispanics are Googlers! 93% of Hispanics use Google as their primary search engine.
- Mobile search drives store traffic. 1 in 3 mobile search queries have local intent.
- 15% of iPhone apps are local-based
- 24% iPhone users are Hispanic (they rely on mobile to stay connected with friends & family)
- Mobile is already an important component in the purchase funnel. 40% of Hispanics compare prices & find retailers via smartphones.
- Search dominates smartphone usage.70% of Hispanics use smartphones to search– in other words, search engines are most popular sites they visit.
- 8% of queries entered in Google today are in Spanish. This opens a huge pot of inventory that many companies haven’t tapped into yet.
- Regarding Spanish keywords vs. English keywords — there’s a substantial discount for Spanish KWs.
- 80% of Spanish KW queries are done in the English Interface of Google. This suggests bilingual users, who can be targeted by both Spanish & English KWs. #Winning
- Develop search capabilities for this market. You have to test your creative across languages. Keywords, images, copy– what you serve to English-speaking users may not resonate with Spanish-speaking users.
- Have an “Always On” strategy for search. Your target audience is searching 24/7.
- Make your offline marketing strategy a digital one. Ensure you are present as users search for their favorite offline content (such as TV shows).
- Extend to mobile search. It’s there, & it’s growing! Hispanics rely more heavily on their mobile devices.
Reaching Latinos through SEO
The following session focused more on SEO, and ways to optimize your site for Hispanic searchers. Rafael was up first, reiterating that Google has 72% of search traffic in Latin America. If Latinos are a part of your target audience, Google should factor into your SEO tactics.
Another significant tactic Rafael touched upon the importance of understanding how your audiences describes you; your business, brand, products, services, etc. What are the keywords they use to find you? Those are the keywords you should use to advise your SEO strategy. And, newsflash– they might not be the words you use to describe yourself.
Where to find keyword ideas:
- Your own content
- Your Analytics (high quality terms driving small traffic? low-hanging fruit!)
- Your competitors’ pages
- Your PPC data
Discover what’s working, and use it!
Matias took the stage next, set to dig deeper into Reaching Latinos through SEO.
- 30 mil U.S. Hispanics are online
- 89% search share in Latin America on Google
- 112 million Internet users in Latin America
- 6 million new web users in Brazil last year alone
Factors in SEO & Other Fascinating Takeaways
- Indexing - take note, is every page indexing?
- Contextualization (KEY in Latin America) – what’s the page about?
- Reputation is huge. Influences people to click, or… not.
- Think globally…. who owns your local domain? Use it!
- Sub-domains & sub-folders – separate your Spanish content from your English content. Avoid query string parameters /session variable.
- Language - how does your audience think & search online? How do they expect to find your content?
- Server - not the biggest deal, but having local IPs for your server can help add context to your site.
- Local links are more relevant, a better sign of trust & reputation to Hispanic users.
- The new social factor: social defined relevance. Sharing is the new linking! See how Google understands your social connections.
- As always, CONTENT IS KING. According to Matias, it’s also president & prime minister . The same rules apply. Create unique content worth sharing and linking.
- “Latinos love to share! Latinos love great content!” Leverage cool videos, infographics, thoughtful posts, incredible photos.
“Viva la diferencia!”
The biggest takeaway from this session (and perhaps the track in general)… Be mindful of the different ways Latinos say the same thing. Latinos have a lot in common – but every culture has some slight differences in how they express themselves. The same word (for example, “lightbulb”) can be expressed differently from Argentina, to Mexico, to Colombia. This is huge in terms of KW research and how you go about stemming. There are so many ways to say the same thing… within and between these cultures.
Thanks to all of the moderators & speakers for two terrific back-to-back sessions. These presentations certainly set the bar for future Focus Latino tracks to come. Stay tuned in aimClear Blog for more conference coverage– follow along with @beebow, @Matt_Peterson, @aimClear & @KJalivay for live-tweets straight from the floor.
As the year comes to a close, and a new one begins, I reflect on the typical questions and trends I’ve seen and think about how best to advise our clients for 2011.
Top 10 Trends of 2011:
10. Facebook’s Online Marketing Platform
The adoption of Facebook’s advertising capabilities and ability to target specific segments by smaller and mid-sized firms. While Facebook has done little this year to improve the features in its advertising portal, the business community is beginning to adopt the platform en mass. If you haven’t heard of facebakers.com, you might want to review the international levels of adoption of Facebook as a global advertising player.
9. Privacy Showdown becomes a major news topic in 2011
Digital marketers had a lot of press coverage on their tactics in the last half of 2011. We’ll see public debates, but I don’t think that there will be any major changes this year in the law. However, I do believe that we’ll see some innovations coming in the way of online reputation managers allowing both sellers and regular folks to create digital reputation management badge that can be taken with them across all websites.
8. Smartphones for everyone.
No longer reserved for the traveling elite, smartphones have found their way into the hands of soccer moms, teenagers, tweeners, and even children. The 7-12 year olds at church were asking for the “itouch” on their holiday gift list. Digital cameras are going away, and devices that double as cam-corders and “The Jetsons” video telephones are coming to a hand near you. Droid, Blackberry and Apple will fight and Blackberry will become a distant third because they haven’t catered to the all-powerful Apps content the way Droid and Apple have. See #4 for more on this topic.
7. Software as a Service
Major software industries are being consolidated from the traditional client / server model. Companies such as NetSuite, Salesforce, Omniture, Rackspace, and others are finally making it possible to enjoy the benefits of the internet without having to be a propeller-headed, geek. This is our hope and Lima Consulting Group continues to position itself to help companies benefit from these trends by integrating these software solutions for our clients. We believe there are three “i’s” in technology Innovators (the manufacturers of software), Implementers (the installers) and Integrators (consulting companies that implement two or more of the innovators solutions). We’ll continue to see increased competition from new entrants who present themselves as “cloud computing”, “Software as a Service” consulting companies.
Open Source software will continue to gain widespread adoption. Drupal, Joomla, Mambo, Typo3, WordPress, and even xMod are solid tools depending on the job you’re asking them to do. But the real innovation here will come from systems integrators that offer these solutions as a service. Companies that allow you to setup and host these applications will do well. I like the business model from companies such as Volusion and Shopify in this respect where for about $50 a month you get an e-commerce platform that should meet most online stores needs.
6. Cloud Computing
Cloud computing is an amorphous term, but I’m defining it here as data centers migrating away from corporate or the home to the internet based data centers. Firms like Rackspace, Carbonite, Jungle Disk and my favorite, Box.net are really growing their user base. The ability to integrate these applications within other software packages, (for example you can integrate Box.net within NetSuite), is a real alternative to the costly implementations for tools like Sharepoint and Documentum. Keep an eye on the company that Computer Associates acquired, 3Tera, and software companies that virtualize data centers and applications. This software allows data centers to move their entire operation to the data center closest to the highest levels of traffic within seconds. As the world rotates each day, the data centers will also rotate to wherever the sun is shining. The data center that never sees night – interesting concept towards addressing disaster recovery and increasing internet speeds while seeking best pricing on energy. That’s enough to make the “green” contingency happy, the typical internet user and even the lawyers among us.
5. ieverything™ vs Robot This
iPad launches, iPhone 4.0 and iOS make it easy for entry level developers to develop over 300,000 which were downloaded over 7 billion times. The median revenue is less than $700 while the average cost to develop an app ranges between $15,000 to $50,000. The iPad took the world by storm introducing a new category of computing, or at least bringing a niche category of tablet computing to the forefront. Today, Barnes and Noble declared the Nook as their best selling product ever, it’s been out – what – two months? And the Kindle brings up the 3rd place spot filling a need for a less tech-savvy crowd. But the real shift in 2011 will be back to subscription models to pay for content such as the WSJ, NetFlix downloaded to your devices and of course ebooks, which outsold regular books in 2010 and lastly the worlds largest media company, yep – you guessed it – Apple. They sell more media than any other company. So the device and the content combination will engage in hand-to-hand combat with Google’s Andoid more flexible and open platform. Microsoft really should be the one giving Apple the competition here, they missed their chance. If Google gets this right, they will finally be out of trouble in having 96% of their revenue coming from their online advertising product, Adwords. Look for a bloody battle between these two in 2011, it’s going to get personal.
4. Here an App, there an App, Everywhere an App, App!
Salesforce started the first large-scale App store with their AppXchange. Then Apple with their App Store, then every company in the internet base Software as a Service model did. NetSuite has the BOS network, Omniture has the Genesis partners, Droid has andoid.com and the list goes on. The widespread adoption of the “crap apps” out there will be a major reason that the victor will emerge, and I predict that Apple will continue here for several years to lead. While Droid has flash, and an open network, I heard once that “average products well marketed will beat good products with average marketing.” And the iPhone is no average product, they have the first mover advantage for having created the category and they don’t appear to be letting off the accelerator in terms of innovating both their software and their hardware associated with the iPhone and iPad. I for one have been impressed with their advances the last three years and I am eager to see what they launch in the summer with their next generation iPhone and iPad.
3. Net Neutrality – Ain’t
Net Neutrality in 2010 allowed one standard for wireless providers and another for landlines making, in essence 2 playing fields. This was an unfortunate ruling that would allow certain wireless providers to block features that don’t need to be blocked for any other reason than it would cannibalize the cell phone companies revenue. Central to the issue is Skype’s video chat and voice chat using the 3G network on the major carriers. Verizon allows it, AT&T does not.
2. Personalized Online Experiences Based on What You’ve Done on the Internet
The improvement in web analytics to allow for personalization of ads and content based on prior site visits. Solutions such as Omniture’s Test and Target, Recommendations, Merchandising, Survey, and Search and Promote became more widely adopted and this notion of personalizing experiences on the web is the future of online experiences. The increased integration of your entire totality of information available to digital marketers will allow them to develop a more complete picture of an individual’s online behavior and interests than ever before. Armed with the profile information collected from social networking sites such as Facebook, linkedin, Twitter, youtube, and others they can present more relevant content and online experiences. The first to adopt these technologies will be media companies and ecommerce marketplaces. read more
As an online marketing consulting company, we often have an opportunity to eat our own dogfood. As we are conducting more webinars and seminars, we are applying best-practices for online marketing ourselves.
Tip 1: Identify who you want to attend your event and use the features in Google adwords to reach them.
Tip 2: Within the segment, seek impression before clicks.
Tip 3: Go local.
Tip 4: Focus on the information that matters.
Tip 5: Find the passengers as well as the pilots. read more
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