Vice-President and General Manager, MySpace Brazil
October 2008
When we interviewed Emerson Calegaretti in Caracas on the eve of their launch in Venezuela, it was clear why Latin America is so compelling. Social media has been big in Latin America since YouTube opened up the market and showed people how to connect social networks with media assets. The passion and enthusiasm for social networking accelerated early, and the region has some of the highest volumes of social media activity anywhere in the world. MySpace pioneered making personal home pages easy to build and fun to connect through, opening up access to personal publishing and changing the model for consumer engagement with the web. MySpace sets itself out as supporting people’s lives in three ways: self-expression, discovery and connection and the resulting behaviour playing out on their pages typifies the sharable and tearable content of Web 2.0 digital assets.
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Social media and social spaces
Social media has been big in Latin America since YouTube opened up the market and showed people how to connect social networks with media assets. The passion and enthusiasm for social networking accelerated early, and the region has some of the highest volumes of social media activity anywhere in the world.
MySpace pioneered making personal home pages easy to build and fun to connect through, opening up access to personal publishing and changing the model for consumer engagement with the web. MySpace sets itself out as supporting people’s lives in three ways: self-expression, discovery and connection and the resulting behaviour playing out on their pages typifies the sharable and tearable content of Web 2.0 digital assets.
Latino.MySpace.com
When we interviewed Emerson Calegaretti in Caracas on the eve of their launch in Venezuela, it was clear why Latin America is so compelling. Even before launch their audiences had already reached 650,000, with each user clocking up more than 14 minutes of activity per month. If the service can achieve this with no dedicated site or promotion, then the expectation will be a massive leap when the dedicated edition takes off, and with this the key metric of minutes per month should also rise strongly.
The audiences in the region have grown six fold in just two years and there is a clear buzz among Latin American consumers. Over 40% (42%) are in the demanding 18-24 year old age group, but with the profiles staying with people as they age, that demographic will broaden over the medium term.
Meet your Digital Thought Leader
Emerson Calegaretti, Vice-President and General Manager, MySpace Brazil
Emerson Calegaretti is the VP and General Manager for MySpace in Brazil. He has a career in the internet industry that spans from 1997, holding executive positions at UOL, StarMedia, Intershop and Google. He holds a B.S. in Mathematics with UNICAMP, Law Degree with FADISC, Global Marketing Management post-degree with UCLA and MBA with ESPM. Emerson loves video games, cinema and electronic gadgets.
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The rise of social media in Latin America has been dramatic but the ideas in this interview are interesting for marketers in any region. MySpace continues to innovate and define the nature of social media spaces, but as Emerson explains, there's more to marketing in social media than simply being there.
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