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The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

The General Manager of Terra Mexico, Gerardo Adame has been tapped to lead operations in the U.S. Hispanic market. He replaces Fernando Rodriguez, who held the top position in Terra U.S. for over a decade.

Gerardo Adame
Gerardo Adame

In an interview with Portada, Terra Global CEO Paulo Castro said the move is part of a broader plan that includes organizing operations into regions, rather than by country. In January, for example, Terra appointed Roberto Barroso as head of the Cono Sur region, leading Terra in both Chile and Argentina.

“We need to be more efficient as a global company,” Castro said about the new management structure. Adame will continue to be based in Mexico City, but as Castro said, “He will be traveling a lot.”

About the departure of Rodriguez, a former Telefónica executive and long-time Terra US head, Castro said: “Fernando was without a doubt very important in the development of Terra in the U.S.” But, he added, these changes reflect the need to compete more efficiently. “Gerardo Adame is the right person for the job; he is an experienced professional and I am sure that he will do an excellent job in the U.S.,” said Castro.

Prior to joining Terra in 2000, Adame was Chief Operations Officer at Infosel Financiero in Mexico City. He is a native of Mexico and a graduate of the Monterrey Technological Institute of Higher Education.

Fernando Rodríguez is the CEO of Terra Networks in the U.S.
Fernando Rodríguez is the CEO of Terra Networks in the U.S.

In 2012, when Terra.com live broadcast the Summer Olympics, traffic to the site not only soared but threw light over a fast-growing, unstoppable digital trend: Users were increasingly accessing the events from their mobile devices, whether a smartphone or a tablet. In fact, according to Terra’s own research, the number of visits coming to Terra.com from a tablet doubled in 2012 compared to the previous year.

To learn about the latest mobile trends and Terra’s most recent soccer initiative, Jugadores Número 10 / Number 10 Players presented by BlackBerry, Portada caught up with Fernando Rodríguez, CEO of Terra Networks in the United States, who was on his way back from the Hispanic Media Summit in Hollywood.

An edited transcript follows:

Portada: What is Jugadores Número 10?

Fernando Rodríguez, CEO of Terra Networks: “Jugadores Número 10 is a soccer platform inside our sports site featuring some of the greatest soccer players in the world. This is a site presented by BlackBerry and it makes a connection between the Number 10 and the new BlackBerry 10 smartphone. Users can go to the site to vote for their favorite number 10 player; enter to win a trip to see a qualifying match between Mexico and the U.S. and read blog post from some prominent sports journalists and soccer players, including Mexican soccer icon Cuauhtémoc Blanco and other journalists Inés Sainz, Alejandro Farffann, Pedro Pinto and Keyvan Heydari. The first phase of this promotion goes through the first week of June.”

P: How is Terra preparing for the 2014 World Cup in Brazil?

F.R.: “We are really beefing up our soccer coverage, which has long been an important part of Terra, not only in the U.S. but throughout Latin America. We are also aware that our content is being accessed in second –and third- screens, and that users want to interact much more. Our content has to be more ‘social,’ so we are implementing tools for users to interact, vote, create, etc.”

P: How do you leverage your Latin American content with your U.S. site?

F.R.: “We are taking advantage of our strong presence in soccer coverage in both Spain and Latin America, where most of the best soccer action is taking place. We now have a dedicated team working on translating and adapting our Spanish-language content into English. We are beefing up our English content because we want to reach not only second –and third- generation Hispanics but also non-Hispanics who love soccer. The idea is simple: To leverage our presence in Spain and Latin America and bring it to the U.S. soccer fans.”

P: What would you say is the biggest trend right now among your audience?

F.R.: “We have seen a tremendous growth in visitors coming to Terra.com from a mobile device; in fact in 2012 we doubled the audience that came from a tablet. This is an opportunity, but also a challenge, so we have to constantly invest in improving users’ experience in mobiles and tablets. Only last year, during our live coverage of the Summer Olympics in London we had 16 million people visiting the special from a mobile device.”

P: Is mobile the new way to the future?

F.R.: “I think mobile is definitely the way to the future, but it has a long way to go… When it comes to advertising, mobile still lags behind traditional web, and I can tell it’s far from monetization. This is mainly because it is still a relatively recent phenomenon and also because there is still a gap between the reality of usage and the adaptation of the industry.”

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