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

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

DOs and DON’Ts You should
know about Brazil

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

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

DO Think of Brazil as
a country of social inequality

DO Embrace the different and
diverse cultures

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

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

DO Know that internet usage
is growing

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

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

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

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

DO Expect to have the
government as your partner

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

From 01/01/2012 until 08/03/2012

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.

DO Learn about weird and
local seasonalities

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

DON’T Miss the orkut x
Facebook fight

DO
Prepare to be
ORKUTIZATED!

“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

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

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

DON’T
Buy from media
bureaus

DON’T Underestimate the power of
web portals

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

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

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

Source: Social Bakers

DO Talk to bloggers to
make engaging niche social campaigns

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

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

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.

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

DO
Localize your copywrite

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

DO Prepare for monopoly in
search

CTR success BR – Februry
2012 (Hitwise)

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

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)

DO Expect less competition in
Sponsored Links

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

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

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%

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

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

Keyword = restaurant

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

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)

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

DO
Come to Brazil!

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