Quiere.com

Online marketing research company, eMarketer estimates that this year there will be nearly 23 million Latin Americans online, a tremendous increase in usership that now represents over 50% of the US Hispanic population.

“The US Hispanic population has been touted for years as the fastest-growing minority in America,” says Lisa E. Phillips, eMarketer senior analyst and author of the new report, Hispanics Online: Young, Mobile and Bilingual. On the Internet, Latin American growth is outpacing that of all other demographic groups. “eMarketer estimates the number of Hispanic Internet users will increase 7.5% in 2009, as more Hispanic adults, ages 45 and older, come online and even more children and teens join in.

Due to this clear momentum, it would seem obvious that this dynamic demographic segment would lead and drive the next generation of social networks.

However, this has not yet occurred. Existing social networks may offer specific services targeted to the Latin community. However, the Latin community wants an all-inclusive Social Network experience, not a few services from a number of disparate sites. The recognition that an all inclusive social web experience will increase both number of users and session times is well known. While an all-inclusive experience has been demanded by other users and advertisers, current sites are not offering this.

The Copy Factor: Many un-integrated sites point to a need for a site that is truly integrated.

So far two angles have been taken in Latin-focused social networking. Yet neither has captured success as desired or expected:

1) The niche site. Basically copies of Facebook, these sites offer Latin focused virtual goods or Spanish language, but basically look no different than their larger competitor. Brand staying power and revenue resiliency are therefore both limited.
2) Facebook itself. While Facebook has made inroads into the Latin community, its Latin uptake is directly associated with its overall uptake as the leading social networking site. It has yet succeeded in creating or cultivating a focused niche offering.

Both angles have yet to grasp the “email problem.” More than 60% of Facebook users, for example have email accounts with one or more of the big three email services:Yahoo, Hotmail and Gmail. Yet Facebook has not yet offered a built in alternative to these three, forcing users to leap back and forth between sites to Social Network and use email simultaneously. A similar issue of leaping back and forth can be seen with eBay, which also has heavy user overlap with Facebook in the Latin community.

What results is a grouping of brands, casually assembled with light loyalty, low revenue strength and chopped up, truncated user sessions. This is not appealing to advertisers or to users.

Quiere.com, an all inclusive portal designed specifically for the Latin community, addresses and solves all three issues.

Social Networking: What’s Next?
Quiere.com believes that the expanding universe of social network users throughout the world will migrate to a site that meet all of their needs, as opposed to combining a hodgepodge of sites that fulfill partial service needs.

Quiere.com believes that this effect will be especially prevalent in the Latin space, where the very nature of the community is based upon “all-in-one” connection.

Within a preference for the convenient “all in one” social internet experience, the demand for enhanced services will correspondingly rise. This is already being seen via the explosive growth of Twitter-based feeder sites, 11 of which have recently secured more than $23 million in investment capital precisely for this reason.

Are existing social network sites focused on the Latin community ready to shift forward to this new reality?
It appears not yet. Hi5, Sonico and other Latin-based sites like QuePasa and MiGente have never really moved beyond their beta phase. Such a shift may be too difficult at this point, as they are not currently suited to a diverse menu of revenue generating services. While models built around virtual goods have generated recent attention, they do not show repeat purchase power to the extent most would desire. Even the social networking industry leader Facebook, with more than 200 million users, relies heavily on advertising revenues to drive its operations. Had Facebook employed a different approach to the monetization of the users for revenue services, they could perhaps be realizing more than $1 billion in annual revenue today.

Closely reviewing both opportunities and trends offered via this dynamic space, Quiere.com management chose to work on the revenue-generating services as part of the beta, so that by the time a critical mass of users presents itself, the model based upon 5%-10% uptake of converted revenue generating users will not only be achievable, it will most likely be conservative.

Five key examples:

1) Quiere.com enables communication through multiple media, including full service web-based email, chat, video chat and instant message.

Result: users of Social networking sites no longer have to jump to other sites, email accounts or platforms to communicate. The need to bounce back and forth between Gmail and Facebook or between Hotmail and Hi-5 is eliminated. This is of particular benefit to small screen/mobile device users for whom saved time and convenience of data sharing are essential. The email system will be free but will also offer fee-based bandwidth and format upgrades.

2) Via its Tiene.com property, Quiere.com offers a full-service auction site.

Result: This conveniently accessed social network and email enabled feature eliminates the need for users to jump back and forth between their Social Networking site and eBay. To date, no other Social Network features this capability or its corresponding revenue line.

3) Quiere.com offers real-time news feeds, video and photo albums, enabled by a measurable “points system” where users will earn points based upon their time and use of the site. These points are exchanged for rewards, from upgrades to virtual “gifts” to send to friends.

Result: While this points system clearly encourages increased and monetized use of the site, the aggregate usage data generated via this system is valuable to Quiere.com’s advertisers and represents yet another high margin revenue line to the company.

4) Quiere.com has enabled OpenID, a service that allows users to “join” with a simple sign in using their Facebook, MySpace, Twitter, Google, Yahoo, Friendster or Windows Live logins. Information ports in automatically.

Result: A truly all inclusive social network. Instead of users having to set up and manage membership at multiple sites, they will be able to do everything through Quiere.com; this creates an increased sense of community and increased user times while allowing exponential growth of user numbers.

5) Quiere.com has launched (June 2009) a full email system featuring:

a. Certified email: Sender receives certified receipt. This is different from a Return Receipt request; because the sender gets a certified time-stamped email with confirmation that the email was read.

b. POP email: Quieremail user can port up to 5 of their outside email accounts into their Quieremail system and check them all in one place, without leaving the site.

c. Webdisc: Quieremail user can drag files into the email system for very easy attachment to emails; pictures, documents and more can be dragged with no download lag into the webdisc folder, and stored online ready for immediate or later use in emails.

d. Notes, Tasks and Calendar.

Result: User session times are longer and more productive; user has no reason to leave the site. Better service for user coincides with increased revenue touchpoints for Quiere.com and its advertisers.

The recognition that an all inclusive social web experience will increase both number of users and session times is well known. Advertisers who seek access to the Latin community are paying particular attention.

Quiere.com is poised to leap upon this clear momentum, and meet the need for the most and rapidly growing and highly desirable user demographic on the web.

Quiere.com

Terra USA la empresa de internet y medio de comunicación digital líder en producción de contenido original enfocada en la comunidad hispana y Daddy Yankee, han llegado a un acuerdo de colaboración para administrar la identidad digital del artista.

Terra USA manejará todo los aspectos de Daddy Yankee en el área digital, incluyendo apoyo técnico y contenido editorial.

Será un sitio interactivo para la juventud hispana, ofreciendo acceso total y exclusivo a lo último en la carrera del cantante y su marca, incluyendo sus canciones, video, imágenes, videos tras bastidores y mucho más.

Además, el sitio de Daddy Yankee conectará a sus usuarios con Terra.com e incluirá sus módulos editoriales más populares tales como Terra TV y Espacio Terra, así como redes sociales como MiGente.com, Facebook, YouTube y Twitter.

Los usuarios que visiten a www.DaddyYankee.com durante el relanzamiento tendrán la oportunidad de descargar gratis, el nuevo sencillo Prende de su nuevo disco: “Daddy Yankee Mundial” que saldrá al mercado este otoño.

La alianza “Terra-Daddy Yankee” le proveerá a los anunciantes una oportunidad sin precedentes para llegarle directo a la juventud hispana en los Estados Unidos, una audiencia comprometida, receptiva y única que esta creciendo rápidamente.

Being the largest racial minority group in the US, political campaigns could not afford to miss any medium in order to reach-out on Hispanics.

The extraordinary Obama presidential campaign gave us a clear lesson on the importance of new media in order to maximize visibility and transparency for the campaign. Social Media sites like Facebook, Twitter, YouTube and MySpace are some of the leading sites in the US. Their capability to switch from English to Spanish or vice-versa and popularity within the US puts them in the front for favored social websites among US resident Latinos.

In a online survey made by hispanicresearch.com it is evident than over 50% of Latinos, residing in the US, regularly use US based/English originated social media.

Many Latino political leaders currently use various forms of social media to communicate with their constituents. The personal touch of social media gives an intimate and comfortable tone to gain likeness from politicians, “Just went to Pink’s where they named a dog after me,” tweeted LA mayor A. Villaraigosa (Mexican-American) from his mobile phone on February 28. On the presidential primary’s campaign governor Bill Richardson (Mexican-American) covered as many social media networks as his fellow contender Barack Obama. Although Richardson did not win the presidential nomination, his understanding of the importance of social media is evident and his continual use of them is continuous “Engaging in dialogue at the 1st annual state tribal summit at Acoma Pueblo,” twitted Ricardson on May 5th. Political campaigns, as well as American big cities, have evolved with technology and diversified in order to become more competitive.

According to Manny Miravete, VP sales and strategy of MySpace and MySpace Latino, sixty five percent of Hispanics online are now using social media. This fact is important in a political campaigns because if campaign organizers are trying to increase votes of young adults and particularly of Hispanics, social media should be one of their most important mediums in order maximize their campaign’s visibility.

This fact have not been overlooked by the San Francisco mayor, Gavin Newsom, who’s running for California governor in 2010. Newsom’s campaign team understands the importance of social media and the role it plays for minorities, particularly Hispanics, who are the largest minority group in California. A study made by hispaniconlinemarketing.com shows that minorities like Asians and Blacks, but particularly non-Hispanic whites and English preferring Hispanics under 35 years of age visit social network sites at least 2 or 3 times a month. Because of their collectivistic values, the social connectivity and a large under 30 generation of Hispanics, it is no wonder that social media could do wonders influencing the Latino vote.

Slowly but surely Latino politicians and politicians in general submerge into the waves of the online social media current. Some to remain and continue to update like Senator Menendez “Hosted Judge Sotomayor in my office. Incredibly intelligent, which is reflect in her stellar record. Will be a terrific justice,” who tweeted in June 4th; or others to join and leave as San Francisco City Attorney, Dennis Herrera who said “working” on his first and last 2008 tweet in the Tweeterphere.

abd’nin son başkanı barack obama’nın seçimi kazanmasında pay sahibi olan ve şimdilerde neyi değiştirmek istiyorsunuz? sorusuna verdiği cevaplarla politikalarını şekillendiren sosyal topluluğu/medyası.

web siteleri:
change.org
barackobama.com
whitehouse.gov/
democrats.org/

barackobama mobile
barackobama.com tv

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kaynak: change.org,barackobama.com.

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