Latino Link: Localizing your content

for Hispanic communities online

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#LIOX @Lionbridge

Presented by Joe Kutchera

Hosted by Nathalie Molina
© 2010 Lionbridge Technologies, Inc.
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Introductions

Joe Kutchera
 Director of Digital at Acento, and author of Latino Link: Building brands
online with Hispanic communities and content

 jkutchera@acento.com
 @JoeKutchera

Nathalie Molina
Senior Director- Strategic Development, Lionbridge

 Nathalie.Molina@lionbridge.com
 @globalmisfit

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Lionbridge Snapshot
$400M Leader in Translation, Testing and Development

Global Scale Market Leadership

4,200 employees 26 countries Leader in $14B services industry
•1,900 offshore employees • Translation and adaptation of products
• 85,000+ third party, mobile and at home and content for international markets
workers

Cloud Technology Platform Loyal, Global Clients

‘Crowd-in-the-Cloud’ Recurring relationships with
• Industry leading technology 500+ global clients
• Drives efficiency • 80% of revenue comes from recurring clients
• Improves productivity • 12 of the Fortune 20 companies are client

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Research Background

@joekutchera
#latism

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Personal Background

@joekutchera
#latism

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Personal Background

@joekutchera
#latism

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Personal Background

@joekutchera
#latism

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 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?

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 Before we start:
Definition of a few terms

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 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

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 Localization is:

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 Research:
Closing in on the Digital Divide

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

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

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

Generation

1st

2nd

3rd

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 How often do you research/purchase products online?

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 Facebook Usage by Ethnicity

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 Technology Use: Hispanics vs. Non-Hispanics

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 Consumer Profiles:
Latinos who use the Internet

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Madeline and Ricardo
Keep in touch with cousins in Peru and Spain via Facebook

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Elizabeth Spanish-language media = pro-immigrant

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Mike and Monica Melone
New ways to “transfer” money to family in Latin America

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

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 Leaders in Digital Marketing to U.S. Hispanics

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Best Buy en español
U.S. Hispanics AND Latin Americans

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Best Buy en español
U.S. Hispanics AND Latin Americans

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The Home Depot en español
Neither U.S. Hispanics or Latin Americans

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Banco Popular: Best Hispanic Global Gateway

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Lexicon Marketing: English without Borders
Continuous Relationship with Consumers

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Lexicon Marketing: English without Borders
Continuous Relationship with Consumers

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AmFamLatino on Facebook
Customized Pages for Each Agent

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Babycenter: Targeting Latina Mothers
Culturally Customized Content by Country in Spanish

“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.”

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

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 Social Media & Localization:
The Story of Cumbio and Fotolog

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The Story of

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…and Cumbio

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“Connectors” Organizing Events

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“Connectors” Getting Book Deals

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Hiring “Connectors”

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Finding “Connectors”

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 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?

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 Conclusion: What’s Next?

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Forecasted e-commerce growth on WWW

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 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?

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Thank you!

joekutchera.com/latinolink

© 2010 Lionbridge Technologies, Inc.

jkutchera@acento.com
Company Confidential – distribution prohibited without permission
Questions?

Latino Link on Amazon:

http://amzn.to/latinolink

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Knowledge Center

Download White Papers

• 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

View Webinars On-Demand

• The Art and Science of Global Navigation

• Content Development Standards Are Ready. Are You?
• Mastering Multilingual Marketing

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Thank You!

Joe Kutchera
jkutchera@acento.com

Nathalie Molina
Nathalie.molina@lionbridge.com

Lionbridge
www.lionbridge.com
http://blog.lionbridge.com
http://twitter.com/Lionbridge
http://www.facebook.com/L10nbridge

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