The Scoop on “Focus Latino” at SES New York

Google’s Mark Lopez and I at SES New York 2011. Photo by @louispagan

This year, I had the opportunity to attend the SES (Search Engine Strategies) New York conference, which for the first time in 4 years included a Latino focus track. The turnout at the Latino sessions was a bit disappointing due to low attendance, but the insights shared added the value expected by those present.  Highlights included keynote speaker Mark Lopez, head of U.S. Hispanic at Google who shared insights from a recent study conducted by Google.   Stats shared by Mr. Lopez included:

  • 93% of US Hispanics use Google as their primary search
  • 78% of US Hispanics use search to find more information on something they seen on television
  • 53% of US Hispanics use search for shopping
  • Google expect its US Hispanic search population to double by 2040
  • Over 40% of Hispanics compare prices and local retailers over smartphones
  • 70% of Hispanics use smartphones to search

Mr. Lopez also noted the fact that the US Hispanic market is very campaign driven and how important it is to have a 24/7 practice for US Hispanic search. Best practices include:

  • Developing search capabilities
  • Have an “always on” strategy
  • Make your offline marketing strategy digital
  • Extend to mobile

The most well attended and dynamic session of the day was the “Search and Social Marketing to Latinos:  Roundtable” moderated by Giovanni Rodriguez, CMO at BroadVision.  Speakers included Sergio Carrera, General Manager at Televisa Publishing + Digital, Hilda Garcia, VP of Multiplatform Content and Information at ImpreMedia and Seneca Mudd, Director at the Interactive Advertising Bureau.

  • Mr. Carrera presented a case study on Televisa’s Tu Magazine and how social media has kept the teen focus title flourishing, but most importantly how it has changed Televisa’s way of thinking and becoming more engaged with its audience
  • Ms. Garcia shared that social media for ImpreMedia serves three purposes: Publishing, Sharing and Building Relationships, as well as how it is implemented over it’s seven platforms: Web, Mobile, Video, Audio, Social Media, Newspapers and Magazines
  • Ms. Garcia also shared the fact that ImpreMedia utilizes platforms like Twitter to share political, civil action and breaking news, while it turns to Facebook for more lifestyles and entertainment focus stories
  • Mr. Mudd shared some fascinating statistics, like the fact that 90% of 18-29 year old sleep with their cell phones and the fact that “social” for him means “whenever the message can be transformed by the audience”

Overall, the conference proved to be very informative. While the most engaging sessions where not the Latino ones, it was fantastic to see SES taking the lead in acknowledging the importance of the market within the industry by dedicating a track to Latinos.

Also in attendance were industry notables Louis Pagan, Laura Martinez and Chiqui Cartagena.

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About Andy Checo

Public Relations practitioner in the US Hispanic market with a special interest in Social Media.
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