Why Marketing to Hispanics through Social Media Works


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17% of the U.S. population is Hispanic, and, by 2013, the purchasing power of this group will exceed $1.3 trillion. At the same time, Hispanics are very active online, including the use of social media to make purchasing decisions. View the presentation from their presentation at the Web Analytics Wednesday conference.

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Why Marketing to Hispanics through Social Media Works

  1. 1. Why Marketing to Hispanics using Social Media Spanish works
  2. 2. Contents • What is Social Media Spanish? • Why is Hispanic Marketing important? • Why is Social Media an attractive way to target Hispanics? • How can businesses target Hispanics with Social Media? DK Web Consulting Diaz@dkwebconsulting.com 614-441-9601 @dkwebconsulting
  3. 3. What is SMS (Social Media Spanish)? • Management of entire social media presence in Spanish • Creation of custom bilingual Facebook tabs and applications • Growth strategy focused on Hispanic Market • Day-to-day management of Spanish social media forums (posting, responding, brand monitoring) • Measurement and analysis of social media activity involving Hispanics
  4. 4. Why SMS with DK? • We create a detailed Social Media Spanish Strategy • We create, respond to, and post strategic content ✓ Client provided content is adapted by our native born speakers to natural Spanish within 24 hours ✓ We create content that resonates with Hispanics • Client communication provided through regular weekly reporting ✓ Engagement, Growth, Reputation • Our talented staff keep up on the latest Hispanic trends as well as social media technology • We help our clients understand the diverse Hispanic market as well as help them reach their target clientele for effective long term relationships
  5. 5. What are the Benefits of SMS? • SMS enables our clients to fully engage with their Hispanic clientele • Establish a strong presence for any firm in the Hispanic Market • Increase brand awareness • Increase visits to website and store • Promote loyalty programs • Boost sales • Well-targeted promotions • Streamlined customer service
  6. 6. Do Hispanics Use Social Media? YES! Social media is an excellent forum to engage in discussion with Hispanics and build your brand! •Hispanic demographics go online more frequently than the general market to find product info1 •Hispanic demographics are often very brand loyal •Hispanics are very socially active and chat and share experiences about products and brands1 1. Hispanic Cyberstudy 2010, AOL Advertising 2010
  7. 7. Why is the Hispanic Market important? • Largest growing area of the US population • Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion)2 • Currently 50 million Hispanics in the US (17%)1 • By 2050 1 out of every 3 Americans will be Hispanic (33%)3 • The Hispanic population is young (roughly 47% under 35) and is very active online1 1. Hispanic Cyberstudy 2010, AOL Advertising 2010, 2. 2010-2011 Hispanic Social Media Guide, Hispanic PR Blog 3. http://www.msnbc.msn.com/id/26186087/
  8. 8. Why is Social Media an attractive way to target Hispanics? • Hispanics are a very social group with high usage of social media2 • Hispanics use Social Media in higher levels than other groups (an est. 17% of twitter users are Hispanic)4 • Hispanics are younger and adopt online trends more quickly ✓ 57% of Hispanics always go to the internet to find deals as opposed to 43% of the general market ✓ More Hispanics learn about brands, compare prices, and make final decision online than general market1 • Hispanics trust online product rating very highly (72% prefer an online rating over a friends’ opinion)1 1. Hispanic Cyberstudy 2010, AOL Advertising 2010 4. 2010 US Hispanic Social Media & Marketing Overview, Adam R Jacobson
  9. 9. How Businesses Will Engage the Hispanic Market • Using SMS will give companies the best available medium to effectively market to the Hispanic population • Using SMS will help create engaging and interesting posts which make sense to a Hispanic consumer • SMS will help businesses build brand awareness in Hispanic demographics • Companies can provide Hispanics with customer service quicker & more efficiently through Twitter5 5. Companies such as @TeamTurboTax provide customer response within 4 minutes via Twitter - http://ht.ly/28EhU