Saturday, January 2, 2010

A Decade of Innovation by Jolie O'Dell


A Decade of Innovation: How We See the Internet 10 Years After the Boom

According to recently released research from the Pew Center, we're just as optimistic about the web as we were ten years ago during the Internet's first boom cycle.

At the end of 2009, most Americans in this Pew survey have a dismal view of the 2000s. Between the Iraq war, the 9/11 attacks, economic and political distress and the curse of reality television, the decade has been voted the worst in our collective memory. But one of few bright spots in a tense ten-year period was and remains technological innovation, including the Internet, cell phones and email. Social sites, however, still have a way to go in the public eye.

Over a five-day period, the Pew Center interviewed 1,504 American adults and asked them to weigh their feelings about culture and technology over time. The respondents' answers are enlightening.

While positive feelings outweigh negative ones for almost every cultural epoch from 1960 until 1999, our feelings about the 2000s are predominantly unhappy. Fully 50 percent of respondents have an overall negative impression of the past decade, while only 27 percent said they felt positively about these years.




However, almost across the board, technological advances in basic online and mobile communication tools have been a bright spot in our shared perception of this decade's progressions and events.

Cell phones, email and the Internet were viewed very favorably among all types of Americans, and online shopping and smartphones evoked positive reactions from a majority of respondents, as well. Blogs and the social web, however, earned a solid "meh" from those surveyed.




It is worth noting that the greater a respondent's age, the less likely he or she was to view these technological changes positively. For example, 45 percent of folks between the ages of 18 and 49 - a huge demographic - saw social networking websites as having positive effects on our society. But after the 50-years-old mark, that percentage lowered significantly to between 25 and 21 percent.

It's also interesting to note that the dot-com crash hasn't effected our late-nineties optimism about where the Internet would take us. Most of us still feel, as we did in 1999, that the Internet is having an overall positive effect on Americans.




Again, these responses were subject to age. Around three-quarters of younger respondents saw the web as a positive change, but only 42 percent of people age 65 and older felt the same way. But these older Americans didn't seem to think the Internet was necessarily negative, either. Their responses indicated that they were unsure of its impact or thought its influence was negligible. Another correlation in this opinion was between a positive view of the Internet and a college education. A full 82 percent of folks with a college degree said the web is doing good things for America.



For more details, read the full study, and do let us know in the comments what you think of the 2000s and where the Internet will take us in the 2010s.

World Map of Social Networks






Click on map to enlarge image.

Tuesday, December 22, 2009

The Hispanic Market- A Hot Market

After 22 months as a PR and Marketing Specialist in an award winning Hispanic agency, I have come into terms with the Hispanic market segment; the ins and outs of its collective beliefs and behaviors.

The Hispanic market continues to grow at a vast rate. And as a result, companies are finding themselves assigning greater budgets to market to the Hispanic consumer. Next year, Hispanics will spend over $1 Trillion. Which makes us wonder: what percentage of our customer base is Hispanic? How and where are Hispanics reached? What are their motivational factors for purchasing? Identifying these insights takes years of qualitative and quantitative research but it could save your revenues.  A good way to find some information is on the world wide web. Take note of the following insights to drive your brand into the Hispanic market.

Connect via social media:
Quepasa
Terra (including MiGente)
Batanga
StarMedia
MyLatinoVoice (a relaunch of MiApogeo)
Twitteros
Blogadera
BeingLatino
LATISM
hi5 (very popular in Latin America)
MSN Latino
AOL Latino (including Bebo Latino)
Facebook
MySpace


Fact: eMarketer estimates there are 25 million Hispanics online, about 52% of the US Hispanic population.
Fact II: Research done by Comscore in 2008 shows that Hispanics, now days, spend more time on the Internet than on TV.

Connect with the local community:
Now this is TOP SECRET and takes a considerable amount of time to know what and where the community is and how to penatrate it.

Look inside the churches, the welcome homes for immigrants, the non-profits, the businesses with Hispanic owners, the barrios and areas of concentration and begin to eat their food, visiting their organizations, volunteering in their non-for-profit and intimately engaging with them. Most likely if you have a good heart you may just be welcomed in.

For those corporate businesses, I recommend something extra. Take brochures, booklets, magazine subscriptions…anything that is free and a valid resource of information. Most unacculturated are hungry for information in their native language on topics such as healthcare, beauty, safety, education, family, pregnancy, banking, insurance, etc.   Become their resource, and they will become your ally.

Connect with the following organizations at a local and national level:
League of United Latin American Citizens
National Society of Hispanic MBA
National Council of La Raza
Hispanic Chamber of Commerce
Hispanic Scholarship Fund

Key words to search for are: Latina/o and Hispanic Organizations, Coalitions, Salsa, and Hispanic Events.

Two already established insights:
The majority of Hispanics are hard workers, family oriented and brand loyal.

The general market has transformed and is becoming increasingly multicultural itself; therefore Hispanic insights must also appeal to the general market and vice versa.

And…If your business is planning diversity initiatives I recommend you assign someone passionate in the Hispanic market to do the job.

Wednesday, October 21, 2009

Social Media Revolution

The following video reminds me of the shift in communication I researched back in '07 while working for Ketchum, Inc. The research generated methodologies to build brands, provide B2B and B2C solutions, and establish a competitive advantage against competitors. This interesting video is full of factoids and concludes why so many companies are using this new source of communication to create best in class processes. Is obvious we've gotten past the idea that Social Media is a Fad.


Credits to: Erick Qualman.




Statistics Show Social Media Is Bigger Than You Think

Is Social Media a Fad or the biggest shift since the Industrial Revolution? Welcome to the Social Media Revolution:

Stats from Video (sources listed below by corresponding #)

1.By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network

2.Social Media has overtaken porn as the #1 activity on the Web

3.1 out of 8 couples married in the U.S. last year met via social media.

4.Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.

5.If Facebook were a country it would be the world’s 4th largest between the United States and Indone(note that Facebook is now creeping up – recently announced 300 million users)

6.Yet, some sources say China’s QZone is larger with over 300 million using their services (Facebook’s ban in China plays into this)

7.comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network

8.2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction

9.1 in 6 higher education students are enrolled in online curriculum

10.% of companies using LinkedIn as a primary tool to find employees….80%

11.The fastest growing segment on Facebook is 55-65 year-old females

12.Ashton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the population of Ireland, Norway, or Panama. Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.

13.80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experiences?

14.Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen

15.What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…

16.The #2 largest search engine in the world is YouTube

17.Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English

18.There are over 200,000,000 Blogs

19.54% = Number of bloggers who post content or tweet daily

20.Because of the speed in which social media enables communication, word of mouth now becomes world of mouth

21.If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour

22.Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0

23.25% of search results for the World’s Top 20 largest brands are links to user-generated content

24.34% of bloggers post opinions about products & brands

25.People care more about how their social graph ranks products and services than how Google ranks them

26.78% of consumers trust peer recommendations

27.Only 14% trust advertisements

28.Only 18% of traditional TV campaigns generate a positive ROI

29.90% of people that can TiVo ads do

30.Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009

31.25% of Americans in the past month said they watched a short video…on their phone

32.According to Jeff Bezos 35% of book sales on Amazon are for the Kindle when available

33.24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.

34.In the near future we will no longer search for products and services they will find us via social media

35.More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.

36.Successful companies in social media act more like Dale Carnegie and less like David Ogilvy Listening first, selling second

37.Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser
The above statistics and “Social Media Revolution” video tell the story, social media isn’t a fad, it’s a fundamental shift in the way we communicate. Please feel free to share with any non-believers!


Monday, October 5, 2009

BIENVENIDOS

Hello everybody. My name is Marta Velasco, a Spanish native residing in the US since 1998.  I am 25 years old and mostly focused on expanding my area of expertise.  A young professional commited to marketing, branding, communication, and diversity initiatives.   I currently manage and collaborate in multiple accounts, some of them being 500 Fortune companies.   On my off time, I am pretty experiential.  I enjoy biking, yoga, reading, dancing, checking out the city's latest exhibits, and idealize about being more green and growing as a better person. 

The purpose of this blog is to expand my horizons by sharing new innovations and best practices. 

I encourage you to build upon my passion and provide constructive feedback by contributing your expertise and experiences.