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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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THE HISPANIC PERSONA PROJECT
A new model for understanding & engaging digital Hispanics
March 11, 2012
@jrvilla
#HisPersona
2
Jose
… I’m the President of Sensis… an ad agency specializing in
integrated digital-traditional and cross-cultural marketing.
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
3
#HisPersona
Presentation Outline
Hispanic Marketing is Dying Personas 101 Meet the 4 Hispanic Personas Using the Personas Discussion & Dialogue
5
Hispanic Marketing is Dying
… the U.S. Hispanic population has seen unprecedented growth…
7
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
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
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
But it’s changing just as drastically as it’s growing
11
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.
12
a large and growing population of immigrants is quickly becoming a large and growing ethnic group
13
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
The simple language / acculturation model is being flipped on it’s head
15
Partially Acculturated
Bilingual
Acculturated English-dominant
Unacculturated Spanish-dominant 20%
30%
50%
Recent immigrants
Long time residents
2nd / 3rd gen
… and the Hispanic market is in for some big changes in the next 10 years
16
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
… 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
We need to figure out the Hispanic market, but old models don’t work…
What are we to do?
18
We need to figure out the Hispanic market, but old models don’t work…
What are we to do?
Use (or create) new models.
19
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
What are personas?
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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
24
How do we create personas?
Synthesized from ethnographic interviews Presented as real people with descriptions
Behavior patterns Skills Attitudes Environment
25
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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Users instead of consumers
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Users instead of consumers
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engaged
interactive
participatory
utility
Users instead of consumers
30
passive
one-way
engaged
interactive
participatory broadcast
utility self-serving
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
31
Meet the 4 Hispanic Personas…
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
33
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TECH-FLUENTIAL
Ivan “I’m always online, always connected.”
35
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
36
SOCIAL TECHIE
Sandra “I like to know what my friends are up to
all the time.”
37
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”
38
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.
39
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.
Armando
“I think it’s important to have a balance and not spend too much
time online”
UTILITARIAN EXPLORER
41
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
Applying the Personas
What “application” of Hispanic Personas would you like to discuss?
43
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
44
1) Using Hispanic Personas for the Enterprise
Customer Service Call Center scripts, IVRs
Sales Strategy Custom Portals
45
2) Using Hispanic personas to guide owned media
Information Architecture Taxonomy Content Strategy Planning Functionality
46
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
47
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”?
48
Discussion & Dialogue
Key Takeaways
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
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”
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
Most interviewees had smartphones.
Mobile Internet
¡GRACIAS!
www.HispanicPersonaProject.com
#hispersona
@SensisAgency | @jrvilla | @RamiroPadilla
www.SensisAgency.com
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