Deck for the SxSW 2012 panel "How we do it in Brazil: a survival guide in an exotic digital market". Presented by Alexandre Kavinski, Cristiano Dias, Patrice Lamiral and Willie Taminato.

1. How we do it in Brazil
a survival guide in an exotic digital market

3. #gobrazil
Share! @crisdias
@kavinski
@plamiral
@williet

4. DOs and DON’Ts
You should know about Brazil

5. DON’T
Say bad things about Brazil
(unless you’re one of us)

6. DON’T
Put Brazil in the
“Latin America” box
36% of all unique visitors in Latam are from Brazil
45% are Mexico, Colombia, Argentina and Chile together

7. DO
Think of Brazil as a
country of social
inequality

8. DO
Embrace the different
and diverse cultures

9. We are different...
...even in the same country

10. DO
Recognize that most of
the money is in the
South/Southeast

13. DO
Know that internet
usage is growing

15. DO
Forget the cyber-cafe
hype. Everyone is
going mobile.

16. DO
Forget the cyber-cafe
hype. Everyone is
sers
going mobile. ion intern et u
30 mil evi ces
re t han mobile d
Mo f rom

17. DO
Take advantage of the
fact that Brazil quickly
embraces technological
breakthroughs

18. DON’T
Assume Brazilian
parents are worried
about how much time
their kids spend online

19. DO
Expect to have the
government as your
partner

20. DO
Expect to have the
government as your ship
relation
partner hap py w ith the
won’t be
ybe you
Bu t ma

21. From 01/01/2012 until 08/03/2012

22. Brazilians’ Big Mac is the second most expensive in the world
Ipad in Brazil is the most expensive in the world
Mobile phone - the fourth most expensive in a ranking of 161
contries (ONU)
Mobile Internet – among 78 emerging countries
the ‘voice data packet’ in Brazil is the most
expensive
Rio de Janeiro ranks sixth as having the most expensives
hotels in the world, ahead of cities like Paris and London.

23. DO
Learn about weird and
local seasonalities

24. Father’s day is in August
Valentine’s day is in June
There’s no snow in Christmas

28. DON’T
Miss the
orkut x Facebook fight

31. DO
Prepare to be
ORKUTIZATED!

33. “Alright, after getting to level 20 on my rogue, I created
a huge list of characters on Bleeding Hollow (Ally) and
Warsong (Horde). (...)Then I started to go on Warsong
more, and I discovered that it is one of THE WORST
servers ever. About 80% of its population is Brazilian,
which, usually, I'd have nothing wrong with (although I
hate their waxes...). But none of them speak English. At
all. Trade chat is all in Portuguese, and Barrens chat
is.....well, filled with more Brazilians. I want to stab
myself brutally in the eyes for creating a character
there.”
“Yeah Warsong is pretty horrible now, it used to
be a really good server a long time ago.”
gamefaqs.com WoW forum

34. DO
Learn that Brazilians
love to use social
networks to complain
about brands

35. Source: Miti Inteligência - As empresas mais reclamadas de 2011 (jan/2012)

36. DON’T
Buy from media
bureaus

39. DON’T
Underestimate the
power of web portals

40. Traffic share for the top
8 domains
78% 33%
* jan 2010

41. DON’T
Expect to use all the
social media power
right now

43. d br ands
estricte
for r In july, the beta will be closed for our
ta t est market
Be
al B illing
rnation
Inte
Forecast for a brazilian office in april. Right
now, we pay almost 50% of taxes to run
Facebook Ads.
age ncy
e to one
Exc lusiv

44. Source: Social Bakers

45. DO
Talk to bloggers to make
engaging niche social
campaigns

48. DO
Be creative! Every pixel
and every person is a
media opportunity.

49. DON’T
Use Google Translate
to write in Portuguese.
Seriously, don’t.

50. New MacBook Air Notebook - Thin and light.
Yet rock solid. The ultimate everyday notebook.
Novo MacBook Air Notebook - Fino e leve.
No entanto, rocha sólida. O notebook final todos os dias.
New MacBook Air Notebook - Thin and light.
However, solid rock. The final notebook every day.
New MacBook Air Notebook - Thin and light.
However rock solid. The notebook end of each day.
New MacBook Air Notebook - Thin and light.
However solid rock. The end portable each day.

51. Pic from a Brazilian restaurant...
“PORK RIBS WITH BARBIE KILL SAUCE”

52. DO
Localize your copywrite

53. Writing the Results
Colombia / Mexico:
“para ti” = 5,60% CTR
Tonos para tu celular “para vos”= 2,50% CTR
COLOMBIA Baja tonos polifónicos exclusivos
MEXICO creados por Motorola para ti.
www.motorola.com.mx
tonos
X X
ringtones
Ringtones para tu celular
ARGENTINA Baja ringtones exclusivos
Argentina/Uruguay:
URUGUAY creados por Motorola para vos.
www.motorola.com.ar “para ti” = 4,50% CTR
“para vos”= 6,20% CTR

54. DO
Prepare for monopoly
in search

56. CTR success BR – Februry 2012 (Hitwise)

57. DON’T
Consider Bing’s share
of search as a threat to
Google

58. BING TOP 10
KEYWORDS:
1. Google
2.Orkut
3.Facebook
4.Hotmail
5. UOL [portal]
6. YouTube
7. Yahoo
8. Gmail
9. MSN
10.Jogos (games)
Top ten searched keywords on Bing BR - March 2012 (Hitwise)

59. DO
Expect less competition
in Sponsored Links

60. Hotel US$ 1.12 X US$ 3.96 Hotel
Carro US$ 0.63 X US$ 2.98 Car
Laptop US$ 1.80 X US$ 2.26 Laptop
Advogado US$ 0.52 X US$ 2.18 Lawyer
Mesothelimoa US$ 99.44

61. DON’T
Take for granted that
Google organic results
algorithm works the
same in Brazil.

62. PANDA BR X US
'Low quality' and 'thin content' websites
were targeted by Google
Google Panda Update 1.0:
US: February 24th 2011
BR: August 2011
% of sites affected:
US: ~12%
BR: ~2%

63. DON’T
Take for granted that
keyword tools and SEO
tools data is accurate
for Brazil.

64. DO
Consider that the
Google lexicon for
Brazil still have it’s
pitfalls

65. Keyword = restaurant

66. DON’T
Consider that
Brazilians have the
same history of
experience buying
remotely.

67. In 2009 49% of the internet
In 2004 49% of the internet
users in Brazil researched
users in the US researched
online before buying at the
online before buying at the store
store
(Estudo Neoconsumidor
(Pew Online Product Research 2004)
GS&MD – Gouvêa de Souza - 2009)
In September 2010 58% of the In 2011 84% of the internet
internet users in the US users in Brazil researched
researched online before buying online before buying at the
at the store store
(2º Estudo Neoconsumidor
(Pew Online Produt Research Sep 2010)
GS&MD – Gouvêa de Souza - 2011)

68. DON’T
Take Brazilians too
seriously. We don’t.

69. DO
Come to Brazil!

70. DO
Ask your questions!
@crisdias | @kavinski | @plamiral | @williet