Reaching Audiences in Social Media

Day 1 – Monday, March 4 | COMC 270Panel: Hispanics and Social Media

Reaching Audiences in Social Media

Day 1 – Monday, March 4 | COMC 270Panel: Hispanics and Social Media

HispanicHispanic

3 Key Facts to be

considered in a Social Media Plan for

Hispanics

4

1 Do we need it?

2 What sites and content?

3 Spanish and/or English?

5

“If [Hispanics] were a

standalone country, the US Hispanic market buying power

would make it one of the top 20 economies in the

world”

Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

6

Hispanic Are Very Receptive to Brands Having a Presence on Social Media

Source: Forrester Research – North American Technographic – 2011

“Which of the following statements, if any, describe your attitude towards social networking sites?”

7

1 Do we need it?

Certainly Yes (if not, we are missing a great opportunity)

8

2 What sites and content?

9

Hispanics log into social media more often than other ethnic groups

Source: American Pulse Survey – 2012

Log in once a day or more often

10

Hispanics log into social media more often than other ethnic groups

Source: American Pulse Survey – 2012

Log in once a day or more often

11

Hispanics log into social media more often than other ethnic groups

Source: American Pulse Survey – 2012

Log in once a day or more often

12

Social Technographics Profile

Source: Forrester Research – Retrieved 02/27/13 - http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

13

Hispanics are Spearheading user generated content in Social Media

123%

120%

69%

79%

24%

21%

-47%

Source: Forrester Research – North American Technographic – 2011

14

Although Facebook and Twitter might be a must, you should know

your Hispanic audience preference and align your business objective with the social network

audience

2 What sites and content?

15

3 Spanish and/or English?

16

Melanie is the Hispanic American Reality

Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI

17

Melanie is the Hispanic American Reality

Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI

18

Hispanics have a large Social Network Online and Tend to communicate with

them in Spanish

Source: AdAge/Univision – The Cultural Connection, How Hispanic Identity Influences Millennial Report – Retrieved: 02/27/13 - http://gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf

“Which of the following activities do you do at least monthly?”

Social SiteHispanic Online Adults

18+

Facebook communication in Spanish 35%

LinkedIn communication in Spanish 47%

Twitter communication in Spanish 45%

19

Short answer Both For Bicultural, Bilingual Hispanics, English

is the language of the mind, while Spanish is of the heart

3 Spanish and/or English?

20

Key Takeaways

Marketers can be more successful in the Hispanic market by:

Targeting culturally connected Hispanics as they use social media as way to publicize their content and opinions

to not only friends and family, but also companies

Encouraging interactions as Hispanics especially engage in more advanced activities like creating social

media

Using culturally relevant messages to reach your audience

Twitter: @sedayanr

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Hashtag: #ReachingAudiences

Gracias