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Sergio RestrepoVP, Global Digital Marketing ServicesLionbridge

20 YEARSOf expertise in

language

Forbes Most

TRUSTWORTHYCompany

#1 LANGUAGESERVICE PROVIDER

By Common Sense Advisory

One Global

LEAN SIX SIGMAMethodology

250+Languages

#1 GLOBALIZATION COMPANY

• Where do we start?• Who are they?• The untapped opportunity• How to reach them?• Customer Experience Ecosystem• Key Takeaways• Q&A

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FUNDAMENTALS

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90% of all online businessis done in English

70% of web users are notNative English speakers

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20%of non-native speakers evenFeel comfortable with anEnglish-only platform

75%of non-native speakersWill not buy from an Englishonly platform

Nearly

Only

and

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WHO?

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UNDERSTANDING

THE PERSONA IS KEY

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Not to be confused with Latin Americansor the inhabitants of Hispanic America.

US HISPANICS

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More generally, it includes all persons in the United States who self-identify as Hispanic or Latino, descendants of Spanish-speaking countries of Latin

America and the Iberian Peninsula.

LET’S

DEFINE

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WHERE DO THEY COME FROM?

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Spain, Argentina, Cuba, Colombia, Puerto Rico, Mexico, Dominican Republic, Costa Rica, Guatemala, Honduras, Nicaragua, Panama, El Salvador, Bolivia, Chile, Ecuador,Paraguay, Peru, Uruguay, and Venezuela.

ESTIMATED 20COUNTRIES OF ORIGIN

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Most Hispanic Americans (90%+) are of Mexican, Puerto Rican, Cuban, Salvadorian, Dominican, Guatemalan, or Colombian origin.

ARE NOT ONLYMEXICANS

US HISPANICS

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56 million by 2016. It is projected to grow to 119 million by 2060

0

10

20

30

40

50

60

1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010

THE HISPANIC POPULATION, BY NATIVITYPOPULATION ESTIMATES IN MILLIONS

U.S born Foreign born

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32%

26%

20%

19%

26%

25%

25%

20%

22%

21%

25%

20%

14%

21%

21%

27%

4%

7%

8%

13%

Hispanic

Black

Asian

White

Younger than 18 Milennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)

NEARLY SIX-IN-TEN HISPANICS ARE MILENNIALS OR YOUNGER

PEW RESEARCH CENTER

Note: Whites, blacks and Asians include only those who are single race and not Hispanic.Hispanics are of any race. Figures may not add to 100% due to rounding.Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).“The Nation’s Latino Population is Defined by its Youth”

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47%

6%

27%

26%

14%

37%

9%

24%

3%

7%

Younger than 18 Milennial adults (18-33) Gen X (34-49) Boomer (50-68) Silent/Greatest (69 and older)

NEARLY THREE-QUARTERS OF U.S.-BORN HISPANICS ARE MILLENIALS OR YOUNGER

% AMONG HISPANICS

U.S. Born

Foreign Born

PEW RESEARCH CENTER

Source: Pew Research Center analysis of 2014 American Community Survey (IPUMS).“The Nation’s Latino Population is Defined by its Youth”

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EVEN RELEVANTIS SPANISH

ON THE WEB? WITH JUST ENGLISH?”

“DO WE REALLYNEED SPANISH,OR CAN WE GET BY

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Google illuminated clear U.S. Hispanic digital opportunities across many industries by sharing the growth in Spanish language search queries in the past year including:

•Retail +210%•Telecom +107%•Health +80%•Skincare +75%•Food +70%•Automotive +65%•Beauty +65%

MARKETERS,TAKE NOTE:

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“DO WE REALLYNEED TO TARGET,

U.S. HISPANICS?

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ACCORDING TO A RECENT NIELSEN REPORT

U.S. HISPANICS ARE ONE OF THREE RISING GROUPS

OF SUPER CONSUMERS,

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WHY “SUPER”CONSUMERS?

$1.5 trillion in buying power in 2015,a 50% increase from 2010.

These are the kinds of numbers that should have every marketer sitting up and taking notice

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SEVEN ECONOMIC SECTORS BENEFITING THE MOST

FROM U.S HISPANICS GROWTH

FOOD(grocery and restaurants)

REAL ESTATE(residential)

TRANSPORTATION(automotive and airline)

FINANCIALSERVICES

RETAIL(especially clothing and electronics)

EDUCATION(higher education and technical schools)

ENTERTAINMENTAND MEDIA INDUSTRIES

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Digital media expenditures grew the fastest year over year at 18.3% with marketers

investing nearly $700 million in Hispanic digital media. Who is leading the way? Here are the

top 10 advertisers on US Hispanic websites according to Ad Age:

1. AT&T2. Nissan3. Procter & Gamble4. General Motors5. Fiat Chrysler6. Verizon7. Microsoft8. American Express9. Toyota10. Core Digital Media

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KEEP IN MINDNOT ALL US HISPANICS

FIT THE SAME MOLD:

Two ways to understand and segment:

1. Attitude-Based 2. Life Stage

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Attitude-Based US Hispanic Segments

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THE AMERICANYARDSTICK

HISPANIC DOMINANT

• Predominantly speakSpanishathome

• MostmediaconsumptioninSpanish

• Foreign-born

• Meanage40

• LivedintheUSsevenyearsaverage

Currently, marketers tend to divide Hispanics into three different categories: Hispanic Dominant, Bicultural and US Dominant. Offline, the sizing of these groups is reversed, with Hispanic Dominants representing 52% of the segment, Biculturals 19% and US Dominants 28%

BICULTURALS

• Speakbothlanguagesathome

• MostmediaconsumptioninEnglish

• ForeignandUS-born

• Meanage34

• LivedintheUS22yearsaverage

US DOMINANT

• SpeakEnglishathome

• MostMediaconsumptioninEnglish

• US-born

• Meanage37

• LivedintheUS36yearsaverage

23% 31% 46%

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Life Stage

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A DIFFERENTMEASURE

YOUNG AND FREE 30%No kidsAverage 26 YOSingle

YOUNG FAMILY 17%2 Kids (0-11)Average 33 YOMarried

MATURE FAMILY 23%2 Kids (12-17)Average 40 YOMarried

PRIME OF LIFE 18%No KidsAverage 41 YOMarried

EMPTY NESTER 13%Kids 18+Average 57 YOMarried

Segmentation by life stage provided another way to understand the values and interests of Hispanics, based on their preferences and behaviors, which are not necessarily unique to their cultural background or acculturation level.

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HISPANICS LOVE AND TRUSTTHE INTERNET

Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that

they have more confidence in online product ratings than the opinions of their friends.

72%Product

Rating Sites

28%Friends’Opinions

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YOUNG HISPANICSLOG ON MOST

Online Hispanics are younger than their offline counterparts, who are also more likely to be empty nesters.

77%66% 56% 60%

33%

23%34%

44% 40%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Young and Free Young Family Mature Family Primer of Life Empty Nesters

ONLINE OFFLINE

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THEIR PURCHASE PROCESSTHE INTERNET INFORMS

Hispanic consumers view the internet as a very important information source in the purchase decision-making process. They look to the internet to learn about products, brands, features, stores and pricing.

70%

75%

80%

85%

90%

95%

Start learning process

Learn about brands

Learn about features

Get advice on what to buy

Where to buy Compare prices Make final decision

Hispanic General Market

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HEAVY RELIANCEON MOBILE DEVICES

Hispanics are much more likely to get online using a mobile device. Hispanic

mobile phone owners are more likely than Anglo mobile phone owners to access the Internet — 40 percent vs.

34 percent — from their phones according to the Pew Hispanic Center.

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Quick case…

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HOW DO THEYSHARE THENEXT COOL

THING?

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CATCHINGTHE VIRAL BUG

Power users are also highly influential in their communities, spreading the word about deals (91%) or the latest entertainment news (87%). They are content creators and use the web to broadcast their point of view, while mainstream Hispanics are more traditional in how they communicate with others.

79%

38%

64%

52%

68%

28%

Via email

Over the phone/ in-person

IM to friends / family

Write a blog

Social networking site

Write a review on a review site

POWER USER

91%

55%

51%

21%

55%

6%

MAINSTREAM HISPANICS

LET´S ANALYZE ONE EXAMPLE…

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FIRST RULE…FOR US WEBSITES ENG/ESP optionshould be AND not OR.

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WHO WILL USE WHAT…

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A NEWPERSPECTIVE

THE IMPORTANCE OF LIFE STAGES

3.20%28.40% 34.40% 43.10%

18.80%

96.80%

71.60% 65.60% 56.90%81.20%

Young and Free Young Family Mature Family Prime of Life Empty Nesters

Spanish English

If we look at the language preference for websites by life stage. English marketing messages are favored by virtually all of theyoungest Hispanics and most of the other market segments. This has important implications for marketers, who should always take into consideration their target segment’s needs and passions before determining the appropriate language/media mix.

Marketers should always take their target audience’s life stage into account before determining the language/media mix.

MEDIA CONSUMPTION BY SEGMENTSONLINE HISPANICS PREFER ENGLISH LANGUAGE ONLINE MEDIA

Most Hispanics consume online media in English – even Hispanic Dominants. This reflects the greater availability of English language sites. This is not unexpected, as 27.6% of web content is created in English, with Chinese second at 22.1% and Spanish a distant third at 7.9%

14.3612.42

20

9.3

2.5 3

Hispanic dominant Bicultural US dominant

Hours Online in English Hours Online in Spanish

A TIE BETWEENTONGUESONLINE HISPANICS SEEK OUT THE BEST EXPERIENCE

0

15

30

45

60

0 15 30 45 60

Keep Up with Home Country News

Entertainment News

Follow Passions & Hobbies

Keep Up with US News

Financial Information

Research Purchases

The chart shows the language patterns among consumers who prefer Spanish. Clearly, they will consume similar types of content in both languages. This suggests that Online Hispanics are not opting for one language over the other. Rather, they’re looking for the best online experience regardless of language.

% Consume content in English multiple times per

week

% Consume content in Spanish multiple times

per week

QUALITY MATTERSHISPANICS DISTRUSTFUL OF SPANISH LANGUAGE SITES

One of the reasons why so many Hispanics prefer English content is their mistrust of sites in Spanish, which often are little more than literal translations of English content. Only 3% of respondents found Spanish language sites more trustworthy and useful than those in English, leaving an important percentage of the Hispanic segment feeling undeserved.

3.1%I trust the Spanish site more

Spanish site has more useful information 2.8%

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CAN YOU SAY ITIN ENGLISH?

In general, Hispanics recognize the disparity between the availability of English and Spanish language content. They perceive English sites as more comprehensive, detailed and useful than Spanish-language counterparts. This belief is prevalent across all levels of acculturation and life stages.

25.30%

23.10%

21.10%

17.90%

8.80%

Can't do all the same things on Spanish site

The English site is better / more comprehensive

English site has more detail than the Spanish Site

English site has more useful information

English site has better deals than the Spanish

WHEN SPANISHIS PREFERRED…

DO IT WELL

Those who prefer Spanish marketing find that tailored content makes them feel closer to home. They also favor a meaningful transcreation over a literal translation of an English site.

51.9

24

44

47

75

56

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

It's more important than just straight translation

It takes into account my ties to home country

It reflects my experience in the US

It Matters Very Important

APPEARANCECOUNTSBE RESPECTFUL WITH CREATIVE EXECUTIONS, IMAGES

40.80%

57%

For those who prefer Spanish Marketing

For those who prefer English marketing

Media representation issues become more important for more acculturated and younger Hispanics.

Imagery should be carefully selected to provide positive identification with culture without stereotyping.

Quick case…

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This AD is an excellent example from Procter and Gamble. A product tailored to today’s growing multicultural market. The ad proclaims “Now there’s a perfect blend for all of us!”

It features Pink, Sofia Vergara and Janelle Monae. This product comes in 21 shades and claims to blend with 99% of skin tones. Note the invitation to blipp the page to find the right shade using an interactive mobile app.

LET’S STOP AND THINKOF WHAT WOULD

ONLINE EXPERIENCESHOULD BE

THE LOGICAL

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SUMMARYUP TO NOW

1HISPANICS ARE INFLUENCING THE MAINSTEAMOnline Hispanics have proven to be tech-savvy media trendsetters.

2LIFE STAGE IS KEYYour language/media mix should be based on the life stage of your consumer.

3TAILOR YOUR MESSAGE TO THEIR EXPERIENCEHispanics prefer messaging that takes into account their backgrounds and experiences.

WHAT ISCUSTOMER EXPERIENCE?

• Customer Experience: It’s about giving consumers a consistent, well-branded omni-channel experience.– Branding, look, feel, voice, etc. should be the same from social media, to

websites, to apps… all this should happen as a consequence of thorough research and understanding.

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WHY SHOULDYOU LOCALIZE?

• TRANSLATION vs. TRANSCREATION

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Be authentic and human-centered

CULTURAL VALUESLEARN TO EMBRACE

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WHERE TO START?

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Listening+ Analytics

Engagement

Publishing Content Creation

Measure & Optimize

What is your audience saying about your brand? What do they care

about? Influencers?Stats? Where to focus?

Publish your content on the right platform, at the right time, in the right

language and re-engage your audience

Create insightful, global, yet locally relevant content

Build engagement based on real Global insights, User Generated Content and Storytelling

DIGITAL ECOSYSTEM

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DIGITAL ECOSYSTEMADVERTISING• Banners• Displays• Paid• Endorsement

INFLUENCERENGAGEMENT

• Response• Advocacy• Loyalty

PARTNERSHIPS• Co-branding• Digital Influencers

CONTENT• Build trust• Educate• Curate

• UGC• Reviews• Location-Based Services

DIGITALPROPERTIES• Catalog• Websites• Blog

• Mobile• Email• Apps

SOCIAL EMBASSIES

• Facebook• Twitter• YouTube• Instagram

• LinkedIn• Pinterest• Google+

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• Prioritize the following:– Web pages– Mobile– SEO– Paid Media – Social media– Content

DESIGN YOURMEDIA MIX

WHAT WOULD A MEDIA MIX LOOK LIKE FOR THIS

POPULATION?

SEO

• Spanish language searches are on the rise – increasing from about 65% to 200% across key categories such as auto, food, beauty, etc.

• Do your research – find out what keywords are important to your community

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CONTENT

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WHAT ISRELEVANT CONTENT?

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Create relevant online content for the U.S. Hispanics; topics they care about or that are unique to them. Appeal to their cultural sensibilities like food, traditions, holidays and family.

Sports Bilingual | 2515 likes | 46 shares | 28 comments

PRODUCT FEATURES

RELEVANT TOPICSAND1

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Reflect the Hispanic culture in a tasteful and identifiable way. Users relate and identify with people who talk and seem “just like them”.

VISUALS2

While not as important as culture, language does matter. For some U.S. Hispanics consumers, Spanish and bilingual content online are still signals that you want to engage with them. Localize culturally relevant content.

LANGUAGE3

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U.S. Hispanics value culturally appealing entertainment. Consider including Hispanic music and video content.

Evoke to emotions by sharing anecdotes and Hispanic stories.

ENTERTAINMENT4

U.S. Hispanics want to hear from people like them, whether it’s a celebrity, a YouTube profile or another influencer online.

INFLUENCERS / TESTIMONIALS4

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There´s a lot happening…

Ad Age reports that expenditures on measured Hispanic media increased 12% in 2015 vs. 0.7% for non-Hispanic

media; all told, marketers invested nearly $9.5 billion targeting Hispanics just in 2014-15.

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KEY TAKEAWAYS

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- Understand the fundamentals. English rules the web, but there´sopportunity in LAS (Latin American Spanish).

- Not all US Hispanics are the same, not all are Mexicans, not all in thesame stage, not all with the same attitude.

- Mobile is a priority.- If you´re going to use Spanish make sure your content is useful and

relevant! Build trust in spanish. - Translation is not equal to Transcreation.- Start by listening to your audience and start the transformation of your

digital ecosystem piece by piece. Prioritize!- For US website and content strategies ENG/ESP

should be AND not OR.

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