1. Hispanicize 2011Hispanic Persona ProjectApril 7, 2011

2. Introduction

3. A behavioral model to guide Hispanic digital marketing across paid, owned, and earned media.

4. Our Goals Create personas that represent the U.S. Hispanic Internet populationIntroduce a new qualitative research approach and behavioral model to help organizations in a digital world

5. What are Personas?

7. Represents the needs of many

8. Based on research

9. Design research in the field

11. Personas have been derided

12. But good personas are

13. Based on real data

14. Defined by goals

16. Presented as real people with descriptions

17. Behavior patterns

18. Skills

19. Attitudes

23. Psychographic details

25. 60 ethnographic interviews

26. Three key variables

27. Acculturation

28. Age

31. Internet “junkie”, always connected

32. Does everything online

33. Lifestyle built around technology

34. Voracious appetite for information

35. Heavy mobile user

37. Retargeting Ego Be different Curiosity Status

39. Not concerned with how tech works; but must have the latest

40. Online 24/7

41. Lives her social lives online

42. Loves to share content

43. Uses multiple devices to stay connected

45. Online video adsStay in touch Friends and family Being heard Popularity

47. Uses social media daily but are for the most part “passive listeners“

48. Knows what they want and leave once they get it

49. Uses internet as an important channel for entertainment (after TV + radio + print)

50. Uses mobile mostly for calls/texts

52. Paid Search / Facebook / YouTube adsResearch Stay in touch Convenience

54. Still exploring the capabilities of the internet

55. Still connected to the home country, and everything she does online reflects it

56. New to social media; Facebook is the “all-in-one” social connectivity solution

58. Instant Messenger ads / Facebook ads Explore Adapt Opportunities

59. Bringing the Personas to life…

60. Utilitarian Explorer Nostalgic Newbie Tech-fluential Social Techie Chris Andrea Brigitte Angelina Brenda Karina Carlos Anna

61. Research Takeaways

64. 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.

65. Mobile Internet