the hispanic persona project sxsw interactive 2012 presentation

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THE HISPANIC PERSONA PROJECT A new model for understanding & engaging digital Hispanics March 11, 2012 @jrvilla #HisPersona

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The Hispanic Persona Project provides innovative insights for marketers eager to tap the ever-expanding Hispanic population and its use of digital technology - Web, social media, mobile - to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences. The session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market. Multicultural and digital marketing thought leader José Villa will introduce attendees to 4 Hispanic Personas and facilitate a thoughtful discussion on Hispanic digital behavior.

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Page 1: The Hispanic Persona Project SXSW Interactive 2012 Presentation

THE HISPANIC PERSONA PROJECT

A new model for understanding & engaging digital Hispanics

March 11, 2012

@jrvilla

#HisPersona

Page 2: The Hispanic Persona Project SXSW Interactive 2012 Presentation

2

Jose

… I’m the President of Sensis… an ad agency specializing in

integrated digital-traditional and cross-cultural marketing.

Page 3: The Hispanic Persona Project SXSW Interactive 2012 Presentation

A little about Sensis…

we were founded to address two shifts taking place in society– the growing cultural diversity of the country and the rapid adoption of digital technology.

In this new world, culture changes everything… which is how we approach marketing

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Page 4: The Hispanic Persona Project SXSW Interactive 2012 Presentation

#HisPersona

Page 5: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Presentation Outline

Hispanic Marketing is Dying Personas 101 Meet the 4 Hispanic Personas Using the Personas Discussion & Dialogue

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Page 6: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Hispanic Marketing is Dying

Page 7: The Hispanic Persona Project SXSW Interactive 2012 Presentation

… the U.S. Hispanic population has seen unprecedented growth…

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Page 8: The Hispanic Persona Project SXSW Interactive 2012 Presentation

More than 50 million

9.6 14.6

22.4

35.3

50.4

59.7

73

87.6

102.6

1978 1980 1990 2000 2010 2020 2030 2040 2050

Hispanic population in the US: 1970 to 2050

in Millions

Source: U.S. Census Bureau 8

Page 9: The Hispanic Persona Project SXSW Interactive 2012 Presentation

More than 50 million

9.6 14.6

22.4

35.3

50.4

59.7

73

87.6

102.6

1978 1980 1990 2000 2010 2020 2030 2040 2050

Hispanic population in the US: 1970 to 2050

in Millions

Source: U.S. Census Bureau 9

43% increase

16% of population

Page 10: The Hispanic Persona Project SXSW Interactive 2012 Presentation

More than 50 million and growing…

9.6 14.6

22.4

35.3

50.4

59.7

73

87.6

102.6

1978 1980 1990 2000 2010 2020 2030 2040 2050

Hispanic population in the US: 1970 to 2050

in Millions

Source: U.S. Census Bureau 10

23% of children in U.S.

25% of U.S. population by 2050

Page 11: The Hispanic Persona Project SXSW Interactive 2012 Presentation

But it’s changing just as drastically as it’s growing

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Page 12: The Hispanic Persona Project SXSW Interactive 2012 Presentation

63 is more important than 50

63% of U.S. Hispanics were born in the U.S.

This is infinitely more important than the size (50.5 million) of the Hispanic population.

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Page 13: The Hispanic Persona Project SXSW Interactive 2012 Presentation

a large and growing population of immigrants is quickly becoming a large and growing ethnic group

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Page 14: The Hispanic Persona Project SXSW Interactive 2012 Presentation

The simple language / acculturation model

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Partially Acculturated

Bilingual

Acculturated English-dominant

Unacculturated Spanish-dominant

20%

30%

50% Recent immigrants

long-time residents / 2nd generation

2nd / 3rd gen

Page 15: The Hispanic Persona Project SXSW Interactive 2012 Presentation

The simple language / acculturation model is being flipped on it’s head

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Partially Acculturated

Bilingual

Acculturated English-dominant

Unacculturated Spanish-dominant 20%

30%

50%

Recent immigrants

Long time residents

2nd / 3rd gen

Page 16: The Hispanic Persona Project SXSW Interactive 2012 Presentation

… and the Hispanic market is in for some big changes in the next 10 years

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6 4 2 0 2 4 6

0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

70-74

75-79

80-84

85+

Non-Hispanic White

Page 17: The Hispanic Persona Project SXSW Interactive 2012 Presentation

… and the Hispanic market is in for some big changes in the next 10 years

17

6 4 2 0 2 4 6

0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

70-74

75-79

80-84

85+

10 5 0 5 10

Hispanic Non-Hispanic White

Page 18: The Hispanic Persona Project SXSW Interactive 2012 Presentation

We need to figure out the Hispanic market, but old models don’t work…

What are we to do?

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Page 19: The Hispanic Persona Project SXSW Interactive 2012 Presentation

We need to figure out the Hispanic market, but old models don’t work…

What are we to do?

Use (or create) new models.

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Page 20: The Hispanic Persona Project SXSW Interactive 2012 Presentation

We need to figure out the Hispanic market, but old models don’t work…

What are we to do?

Use (or create) new models.

This is why we undertook the Hispanic Persona Project

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Personas 101

Page 22: The Hispanic Persona Project SXSW Interactive 2012 Presentation

What are personas?

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Page 23: The Hispanic Persona Project SXSW Interactive 2012 Presentation

What is a persona?

Profile of an archetypal user

Represents the needs of many

Based on ethnographic research

Emphasize behavior, motivations, and mindsets

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A Primer on Personas Invented by and made famous by Alan Cooper’s “The Inmates are Running the Asylum” (1999) Personas have been derided

But good personas are based on real data and defined by goals

Commonly used in digital advertising and user experience (UX) design

But quickly being adopted across the enterprise

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Page 25: The Hispanic Persona Project SXSW Interactive 2012 Presentation

How do we create personas?

Synthesized from ethnographic interviews Presented as real people with descriptions

Behavior patterns Skills Attitudes Environment

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Why use personas for the Hispanic market?

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Hispanic Personas

They focus on behavior, mindsets, and goals, not demographics Provide important texture to plan earned media initiatives, particularly in interactive and two-way social environments

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Page 28: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Users instead of consumers

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Page 29: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Users instead of consumers

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engaged

interactive

participatory

utility

Page 30: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Users instead of consumers

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passive

one-way

engaged

interactive

participatory broadcast

utility self-serving

Page 31: The Hispanic Persona Project SXSW Interactive 2012 Presentation

But we added a twist…

We evolved the persona model by incorporating:

Psychographic details

Differences from other ethnic and general market users

Ways to reach them

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Page 32: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Meet the 4 Hispanic Personas…

Page 33: The Hispanic Persona Project SXSW Interactive 2012 Presentation

The Research Methodology

Sample to reflect the composition of U.S. online Hispanics 60 ethnographic interviews across the country Three key variables

Acculturation Age National origin

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TECH-FLUENTIAL

Ivan “I’m always online, always connected.”

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TECH-FLUENTIAL Psychographic Info Name: Ivan Age: 27 Acculturation: Mid / High • Early adopter of technology • Internet “junkie”, always connected • Does everything online • Lifestyle built around technology • Voracious appetite for information • Heavy mobile user • Takes pride being “in the know”;

teaches friends and family about tech

“I’m always online, always connected.”

How do we reach him? • Behavior-based advertising (long-tail sites, FB ads) • Retargeting

EGO CURIOSITY

BE DIFFERENT INFLUENCE

BE CONNECTED STATUS

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SOCIAL TECHIE

Sandra “I like to know what my friends are up to

all the time.”

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SOCIAL TECHIE Psychographic Info Name: Sandra Age: 33 Acculturation: Mid

• “First follower” • Not concerned with how tech works; but

must have the latest • Online 24/7 • Lives her social lives online • Loves to share content • Uses multiple devices to stay connected • Has to know what everyone is doing at all

times

“I like to know what my friends are up to all the time.”

How do we reach her? • Social media advertising (Facebook, Twitter, etc.) • Online video ads

POPULARITY BEING HEARD STAY IN TOUCH FRIENDS AND FAMILY

“EVERYONE IS DOING IT”

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NOSTALGIC NEWBIE

Mariana

“The Web allows me to stay in touch with family and friends in Mexico and adapt to

life in the U.S.

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NOSTALGIC NEWBIE Psychographic Info Name: Mariana Age: 39 Acculturation: Low

• Entry-level user • Still exploring the capabilities of the

internet • Still connected to the home country, and

everything she does online reflects it • New to social media; Facebook is the “all-

in-one” social connectivity solution • Uses the web as a tool to learn and to

adapt to life in the U.S.

How do we reach her? • Spanish-language portals and long-tail websites • Instant Messenger ads / Facebook ads

OPPORTUNITIES HOME COUNTRY ADAPT

EXPLORE

“The Web allows me to stay in touch with family and friends in Mexico and adapt to life in the U.S.

Page 40: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Armando

“I think it’s important to have a balance and not spend too much

time online”

UTILITARIAN EXPLORER

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UTILITARIAN EXPLORER Psychographic Info Name: Armando Age: 44 Acculturation: Mid • Life doesn’t revolve around the Web • Uses social media daily but are for the

most part “passive listeners“ • Knows what they want and leave once

they get it • Uses internet as an important channel for

entertainment (after TV + radio + print) • Uses mobile mostly for calls/texts • Tends to visit the same sites, not too adventurous

“I think it’s important to have a balance and not spend too much time online”

How do we reach him? • English and Spanish-language portals • Paid Search / Facebook / YouTube ads

EASE EVERYDAY TASKS STAY IN TOUCH

RESERACH CONVENIENCE

Page 42: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Applying the Personas

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What “application” of Hispanic Personas would you like to discuss?

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Page 44: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Choose one

1. Using Hispanic Personas for the Enterprise (e.g. customer service, designing products)

2. Using Hispanic personas to plan / develop owned media (e.g. Websites, social media properties)

3. “Futurecasting” the Personas

4. Differences between Hispanic and “other” personas

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1) Using Hispanic Personas for the Enterprise

Customer Service Call Center scripts, IVRs

Sales Strategy Custom Portals

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Page 46: The Hispanic Persona Project SXSW Interactive 2012 Presentation

2) Using Hispanic personas to guide owned media

Information Architecture Taxonomy Content Strategy Planning Functionality

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Page 47: The Hispanic Persona Project SXSW Interactive 2012 Presentation

3) “Futurecasting” the Personas

Trends changing the Hispanic market A younger population, that is more acculturated A geographically diverse market – that is quickly growing in the South and Midwest A group of consumers that is spending more and more time consuming digital media (in many cases for the first time) And a consumer base that is pushing the technological envelope, leading the adoption of new devices such as tablets, 4G smartphones, and emerging gaming platforms.

Result on Personas More Social Techies and Tech Influentials (potential hybrid persona) More “Nostalgic Newbie” motivations and behavior Need to address novice behavior / potential new persona representing Hispanic boomers Tech Influential on steriods

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Page 48: The Hispanic Persona Project SXSW Interactive 2012 Presentation

4) How are Hispanic Personas different?

What if you already have personas? Should you create a separate set of Hispanic personas? Should you make sure some of your personas are “Hispanic”?

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Page 49: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Discussion & Dialogue

Page 50: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Key Takeaways

Page 51: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Almost all of interviewees noted that the first thing they do when they go online is check email and Facebook – very often from mobile devices.

Social Media Usage

Page 52: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Younger Hispanic ‘super users’ are teaching the late adopters how to use new technology and introducing them to new digital trends.

“The young teaching the old”

Page 53: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Interviewees mentioned they are likely to click on online ads if they are relevant to their interests or contextually relevant, particularly hyper-targeted Facebook ads.

Online Advertising

Page 54: The Hispanic Persona Project SXSW Interactive 2012 Presentation

Most interviewees had smartphones.

Mobile Internet

Page 55: The Hispanic Persona Project SXSW Interactive 2012 Presentation

¡GRACIAS!

www.HispanicPersonaProject.com

#hispersona

@SensisAgency | @jrvilla | @RamiroPadilla

www.SensisAgency.com