The Learning Process of Reaching Out and Programming to Hispanic Audiences-2
Reaching Hispanic Audiences in Social Media
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Transcript of Reaching Hispanic Audiences in Social Media
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
Slideshare: sedayanr
LinkedIn: salomondayan
Hashtag: #ReachingAudiences
Gracias