1. CCCRM Argentina 2012
La próxima idea millonaria
vendrá de tus clientes
Estrategia de Crowdsourcing de
Innovación para Contact
Center/CRM
Estuardo Robles
estuardo@icanmakeitbetter.com
Twitter: @tatarobles
+1.540.999.8282

2. The Perfect Storm
Latin and Hispanic Markets are ideal right now
• Two markets
• US Hispanic
• Latin American
• Both are growing rapidly
• Fastest-growing subsegments
• Actually accelerating (not for long)
• This makes for a perfect storm
• General principle: something will stick

3. Crowdsourcing
Quick Definition
Crowdsourcing = Human Computation
• Before: Few people doing a lot of thinking
• Today: Lots of people doing little bits of thinking
• The “democratization” of innovation

4. The Perfect Storm
Latin and Hispanic Markets are ideal right now

5. The Perfect Storm
Latin and Hispanic Markets are ideal right now
• 3x average - Linkedin, foursquare and Pinterest

6. US Hispanics + Latin America
Demographics
• Latin America: 560 Million person market (190M Brazilians 370M Latins)
• Combined GDP exceeds $5 Trillion
• Recently Brazil, Peru, DR, Panama, Costa Rica growing at 7% per year
• Brazil passed Italy in 2011 as World’s 7th largest economy
• Highest mobile density in the World
• Highest urban density in the developing World, by far
Hours per day on Social Media
Argentina
Russia
Brazil
UK
US
World
Hours
9.2
6.6
6.3
4.7
4.2
3.7
Source: Comscore
Rank
1
2
3
6
9

7. US Hispanics + Latin America
Young and Highly Diverse Population
COUNTRY
USA
Guatemala
Argentina
Bolivia
Brazil
Chile
Colombia
Costa Rica
Cuba
D. Republic
Ecuador
El Salvador
Honduras
Mexico
Nicaragua
Panama
Paraguay
Peru
Puerto Rico
Uruguay
Venezuela
Total
POPULATION
50,000,000
13,776,517
40,134,425
10,907,778
192,272,890
17,063,000
45,393,050
4,253,897
11,236,444
8,562,541
13,625,000
6,134,000
7,810,848
111,211,789
5,891,199
3,322,576
6,349,000
29,461,933
3,967,179
3,494,382
26,814,843
561,183,291

8. US Hispanics + Latin America
How could they be part of the solution
Antes América Latina era el
problema y hoy es parte de la
solución"
Felipe Larraín, Chilean Minister of Treasury (Hacienda)
Source: America Economia

9. Crowdsourcing Strategy
Start with Latin and Hispanic Markets
#1 USA
#3 MidEast
#2 LATAM
• Why not then English speaking world?
Then…
Europe
China
Russia
AsiaPac
India
Africa
Oceania

10. Crowdsourcing Strategy
Start with Latin and Hispanic Markets
• Hispanic + Latam: The perfect storm,
combines everything:
– Low competition,
– Easy(ier) to localize
• Same alphabet!
• One language hits many markets
– Cultural affinity
– Multiple countries – small & large
• Replicate your success easily
• Apply lessons to US Hispanic Market
– Go back and forth between north/south

11. CCCRM Argentina 2012
Thank You
Estuardo Robles
estuardo@icanmakeitbetter.com
Twitter: @tatarobles
+1.540.999.8282