Latino Link: Localizing your content for Hispanic Communities online

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© 2010 Lionbridge Technologies, Inc.

Latino Link: Localizing your content for Hispanic communities online

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Presented by Joe Kutchera

Hosted by Nathalie Molina


Introductions

Joe Kutchera Director of Digital at Acento, and author of Latino Link: Building brands

online with Hispanic communities and content

[email protected]

@JoeKutchera

Nathalie MolinaSenior Director- Strategic Development, Lionbridge

[email protected]

@globalmisfit

mailto:[email protected]



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


@joekutchera

#latism

Research Background


@joekutchera

#latism

Personal Background


@joekutchera

#latism

Personal Background


@joekutchera

#latism

Personal Background


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?


Before we start: Definition of a few terms


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


Localization is:


Research: Closing in on the Digital Divide


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


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


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

1st

2nd

3rd

Generation


How often do you research/purchase products online?


Facebook Usage by Ethnicity


Technology Use: Hispanics vs. Non-Hispanics


Consumer Profiles:Latinos who use the Internet


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


Elizabeth Spanish-language media = pro-immigrant


Mike and Monica Melone

New ways to “transfer” money to family in Latin America


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


Leaders in Digital Marketing to U.S. Hispanics


Best Buy en españolU.S. Hispanics AND Latin Americans


Best Buy en españolU.S. Hispanics AND Latin Americans


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


Banco Popular: Best Hispanic Global Gateway


Lexicon Marketing: English without BordersContinuous Relationship with Consumers


Lexicon Marketing: English without BordersContinuous Relationship with Consumers


AmFamLatino on FacebookCustomized Pages for Each Agent


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


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


Social Media & Localization:The Story of Cumbio and Fotolog


The Story of


…and Cumbio


“Connectors” Organizing Events


“Connectors” Getting Book Deals


Hiring “Connectors”



Finding “Connectors”




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?


Conclusion: What’s Next?




Forecasted e-commerce growth on WWW


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?


© 2010 Lionbridge Technologies, Inc.

Thank you!

joekutchera.com/latinolink

[email protected]


Questions?

Latino Link on Amazon:

http://amzn.to/latinolink


Knowledge Center

• The Art and Science of Global Navigation

• Content Development Standards Are Ready. Are You?

• Mastering Multilingual Marketing

View Webinars On-Demand

• Global Social Media: Usage and the Language Factor

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for Developing your International Online Brand

Download White Papers


Thank You!

Lionbridge

www.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge

Joe Kutchera

Nathalie Molina

[email protected]

[email protected]

http://www.lionbridge.com/

http://blog.lionbridge.com/

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge

