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US Hispanic Social Media Guide US Hispanic Social Media Guide Document Transcript

  • U.S. Hispanic Social Media Guide 2010-2011 Edition
  • Publisher’s Note Table of Contents Publisher’s Note 1 Social Media and Word of Mouth Becoming Pivotal Channel to Engage and Drive Advocacy Among Hispanic Audiences 3 Paul M. Rand Hispanic Social Media Leadership Roundtable 5It’s never a small feat to say you will create the marketingindustry’s premiere guide on how to reach Latinos through Who’s Best Suited to Lead Hispanic Social Media Marketing? 12social media but that’s exactly what I think we’ve delivered Manny Ruizhere in this first annual 2010-2011 U.S. Hispanic Social How to Build and Manage a Hispanic Online Community 19Media Guide. Jose VillaEarlier this year we gathered some of the nation’s topHispanic marketing talents at the inaugural Hispanic PR Social Media is a Fact of Life and the Key to Success 22& Social Media Conference in Dallas and we asked them Gaby Albanto share their top tips on Latino social media marketing.Many of those terrific “how to” insights and most of those Hispanics and Social Media: A 23 Million Person Conversation 23gifted marketers are spotlighted here in this guide, a terrific Armando Azarlozacompanion to the historic national conference that made thisguide possible. How to Effectively Work with Hispanic Bloggers 24 Manny RuizIf you are a marketer in the corporate, government or non-profit field, please know that like the conference that gave How to Reach U.S. Hispanics with Spanish-Languages SEMbirth to it, this guide has been produced with you in mind. Strategies 27We hope you will find this guide to be as useful and practical Silvia Pradoas anything you have ever seen about this topic. Hispanics Beyond Broadband: Leveraging Video andIn closing I wish to thank our two partner organizations that 29 Web 2.0 to Facilitate Online Conversationsalso helped make this guide possible, the Hispanic Public Cristy Clavijo-KishRelations Association (HPRA) and the Word of MouthMarketing Association (WOMMA). Both organizations are Measuring Multicultural & Multilingual Social Media 32working together with the Hispanic PR Blog this summer Stephanie Noble and Midy Aponteand through the balance of the year to coordinate roundtablediscussions across the country for what we call the 2010 U.S. Meet The Latino King of Facebook 34Hispanic Social Media Insights Tour. If you are interested in Katherine Johnsonlearning more about this tour in your city, connect with us by A Directory of Hispanic Social Mediae-mail at or by monitoring our Marketing Resources 37news at Yeniret ProkeschIt’s my sincere wish that you enjoy the fruit of our labor withthis guide. We’ve made an earnest effort to explore the issues Hispanic PR Census Results Show Marketing Pros 39impacting Hispanic social media in a way that is refreshing Feel PR Best Suited to Lead Social Mediaand complete. U.S. Hispanic Social Media Facts: A 2010 Snapshot 40In the spirit of social media, may you enjoy it and discuss it!Sincerely, The WOMMA Guide to Disclosure in Social 52 Media MarketingManny RuizPublisher2010-2011 U.S Hispanic Social Media Guide 2010-2011 U.S. Hispanic Social Media Guide
  • Social Media and Word of Mouth Becoming Pivotal Channelto Engage and Drive Advocacy Among Hispanic AudiencesBy Paul M. Rand or product in a way that incremental advertising spending simply cannot. It’s also not a one-hit wonder. The rightMore than 90% of all consumers report that the recommendation of messages resonate and expand within interested networks,a friend, family member or expert is the leading influence on their affecting brand perceptions, purchase rates, and marketpurchase behavior. And with 77% of Hispanic-Americans engaging some kind of online socializing (as noted by the Hispanic Ad 4. The rewards of pursuing excellence in word-of-mouthAgency, Dieste, in their recent report titled “10 Things You Should marketing are huge, and it can deliver a sustainableKnow About U.S. Hispanics”), social media is quickly becoming the and significant competitive edge few other marketingbattleground in which brand allegiances are won or lost. approaches can match. The reach and impact of social media and word of mouth marketingAs brands seek to become more talked about and recommended for the Hispanic market is significant – and just being fully realized.than their competitors, word of mouth and social media marketing are Through this Guide, and follow on editions, we look forward tono longer ancillary marketing efforts. Instead, defining and pursuing bringing you the most current and useful information on how to besthow you want your brand to be talked about and recommended is understand and meaningfully engage this important audience. helping marketers shape, focus and drive the overall marketing mix. About the author: Paul M. Rand is President/CEO of Zócalo Group,Knowing that U.S. Hispanic buying power will exceed $1.3 trillion by a full-service Word of Mouth and Social Media Marketing Agency2013, many brands may be tempted to simply extend their general and President of the Word of Mouth Marketing Association. Hismarket efforts — as advanced or nascent as they may be — to e-mail is His Twitter is @paulmrandHispanics without understanding cultural and media consumptiondifferences. 2010-2011 U.S. HiSpanic Social Media GUide PublishersTake your time. Do it right. Understand what goes and what doesn’t Manny Ruiz and Angela Sustaita-Ruizgo. Apply best practices and the discipline of the marketing processthat sometimes is lacking in this environment. Many of the mistakes Managing editorhave already been made in the traditional media environment. Learn Katherine Johnsonfrom them. graPhic designThis jointly-produced (between Hispanic PR Blog, HPRA and Zócalo GroupWOMMA) 2010-2011 U.S Hispanic Social Media Guide highlights Mónica Marulandabest practices in social media and word of mouth marketing – with aspecific spotlight on how marketers can successfully leverage social ad design Cindy Lopezmedia to reach and engage the Hispanic audience.This integrated approach puts word of mouth at the core of the contributing Writers Yeniret Prokeschmarketing mix. In many ways, it mirrors the insights reported in a Paul M. Randrecently McKinsey & Company report, titled “A New Way to Measure Jose VillaWord of Mouth Marketing.” Gaby Alban Armando Azarloza While the findings of the McKinsey study were not specific to the Silvia PradoHispanic audience, the key takeaways couldn’t be more applicable to Cristy Clavijo-Kisha group that so deeply relies on “transparency” and “trust” between Stephanie Noblefriends, family members and community leaders: Midy Aponte 1. As consumers overwhelmed by product choices tune out 2010-2011 U.S. Hispanic Social Media Guide © copy the ever-growing barrage of traditional marketing, Word of riight 2010, Hispanic Media Trainers, LLC 2010 All rights reserved. Mouth cuts through the noise quickly and effectively. Any redistribution or reproduction of part or of all of the 2. Consumers have become increasingly skeptical about contents in any form is prohibited other than the following: traditional company-driven advertising and marketing… You may print or download for your personal and non- [and] this tectonic power shift toward consumers reflects commercial use only the way people now make purchasing decisions. You may copy the content to individual third parties for their personal use, but only if you acknowledge us as the 3. Word of Mouth can prompt a consumer to consider a brand source of the material 2010-2011 U.S. Hispanic Social Media Guide 2010 3
  • 2010 U.S. Hispanic Social Media Guide4
  • 2010 U.S. Hispanic Social Media Leadership RoundtableThe Players Gavin Twigger Aymee Zubizarreta Sonia Sroka Deborah Charnes Marisa Treviño executive director of interception Manager of Public relations senior Vice President, u.s. Vice President of Public relations President dieste, inc. state Farm hispanic Practice leader, bromley communications latinalista blog Porter novelli Paul Rand José Villa Monica Raugitinane David Henry Ariel Coro President President director of communications President Publisher Zócalo group and sensis hispanic college Fund telenoticias and tu tecnologia WoMMa hPra new York chapterOur Diverse Roundtable Discussion Manny Ruiz - ModeratorReveals Where Hispanic Marketing Publisher hispanic Pr blog andLeaders Think Hispanic Social PapibloggerMedia is HeadedHours before the start of this year’s Hispanic PR & Social Media Communications; Marisa Treviño, President, Latina Lista blog;Conference in Dallas the Hispanic PR Blog and the Hispanic Public Paul Rand, President of the Zócalo Group and the Word of MouthRelations Association (HPRA) hosted a roundtable featuring top Marketing Association (WOMMA); José Villa, President, Sensis;representatives from the corporate, non profit, blogger, advertising, PR Monica Raugitinane, Director of Communications, Hispanic Collegeand digital agency worlds. In launching into this inaugural “how to” Fund; David Henry, President of TeleNoticias and the New Yorkissue on Hispanic social media marketing we can’t think of a better chapter of the Hispanic Public Relations Association; and Mannyconversation starter than the roundtable we held in Dallas. Ruiz, Publisher of Hispanic PR Blog and PapiBlogger and organizerThe full one hour and 30 minute recording of this terrific, informal of the Hispanic PR & Social Media Conference. The discussion wasconversation is available for download through the Hispanic PR Blog. moderated by Ruiz.We hope you find these excerpts helpful as you, our dear readers, take On Whether Hispanic Social Media Marketing May Just Be a Fadthe same journey of discovery that we are all taking into Hispanic David Henry: I don’t think it’s a fad. I think that social media is asocial media. communications platform just like mobile and other platforms and itThe Hispanic social media leaders roundtable consisted of: Gavin may change in regards to the Hispanic market but I definitely don’tTwigger, Executive Director of Interception, Dieste, Inc.; Aymee think that it’s a fad.Zubizarreta, Manager of Public Relations, State Farm; Sonia Sroka, Sonia Sroka: I think social media is definitely going to evolve and isSenior Vice President, U.S. Hispanic practice leader, Porter Novelli: only going to help consumers have more intimate and more intenseDeborah Charnes, Vice President of Public Relations, Bromley relationships with brands and with continued on page 7 2010-2011 U.S. Hispanic Social Media Guide 2010 5
  • 23 millionhispanics are holding conversations online. Start talking with them today by digitizing 2010 U.S. Hispanic Social Media Guide 6
  • 2010 US Hispanic Social Media Roundtable, cont.themselves. Right now we are only seeing the beginning of what we foursquare and but what’s fascinating to me is that because theare yet to see. Hispanic audience relies heavily on dialogue amongst themselves… their social media networks are much stronger than the generalDeborah Charnes: I agree completely that we are just on the starting market’s.block and everything’s going to just go up, up, up. If anything socialmedia is going to be eating away at other arenas and the reason On How Hispanics Use Social Media Different than Other Ethnicfor that is because the consumer is going to be demanding (more) Groupsinteractivity. Gavin Twigger: Well again, the barriers to entry are less than general Aymee Zubizarreta: From the corporate perspective, working at State market. I’ve been in the industry for so many years and, you know,Farm we started in the social media space in 2007…I’m starting to we all remember double opt ins with email campaigns and thesee Fortune 500’s that are willing to be bold and take that first step detail you had to go through to get somebody to communicate withinto the unknown. They (usually start by launching) an initiative with you or to communicate with them. These days the barriers areEnglish in mind with the general market because that’s what they gone. The transparency, at the Latino level, is just phenomenal.know best. Working at a corporation I got to tell you, there are a lot They pretty much want to say whatever they want to say andof legal hurdles that we have to overcome since State Farm is in the everyone is ready to and financial services industry…that are heavily regulated. Sonia Sroka: I tell my clients at Porter Novelli, ’People are going to“Across all ethnicities what consumers and customers are saying is ‘Wewant to have a different relationship with the companies we do businesswith’” Paul Rand, The Word of Mouth Marketing Association (WOMMA)..We had to overcome all of those issues first and also determine be talking about your brand or your services regardless of whetherwhat’s our protocol. Last year we started a Hispanic social media you are paying attention or not, so the least amount of activity thatinitiative called State Farm Es Para Mi. It’s a voting component that you can have, when it comes to social media is to listen, becauseinteracts with Latinos across the country and (lets them) vote for a listening is also engaging and at the end of the day, that leads youspecific video that helped address the Hispanic drop-out dilemma. to follow up with engagement….There was money tied to it for non profits and high school students Jose Villa: I question the whole idea of Hispanic Social Media. Itwere encouraged to participate in this. It was highly successful. kind of bothers me to even hear that term because I think thatPaul Rand: …If there’s anything that could be a fad it may be some it’s still built around that old paradigm of advertising that reallyof the tools. Whether or not we still will see foursquare around started…(with) the creation of Spanish-language TV and it haswith Facebook location popping out and many other programs, is basically existed, until this day, based on that demarcation, thatquestionable. Across all ethnicities what consumers and customers there is Spanish language TV and radio and other media greware saying is ‘We want to have a different relationship with the out from there….We are not talking about social media. I mean,companies we do business with’…. Now the question is: How do social media has the term ‘media” in it, but it’s not media in thecompanies, brands in particular, begin operating?...People under 25 way that most advertisers think of media. You don’t control it, ityears old don’t call customer service lines anymore. They expect isn’t consumed in a two-way manner. When most people think ofinteraction through Twitter, so there’s a fundamental shift in how media, especially professionals like us, you think of something thatbusiness is being done… you plan and you buy, something you control…Aymee Zubizarreta: you hit the nail right on the head… I was just Sonia Sroka: In the general market, you go to social media siteschecking our Twitter account just a moment ago and there was a to relax, Hispanics go to have more intense relationships. So evendialogue back and forth with our social media team in Bloomington though it’s similar, there’s a slight difference as to the psychologicaland a person who was having a difficult time with an issue they had (reason) behind the action even though the action might be verywith State Farm…Some companies may see this as ‘oh no, we may similar at the end of the day. You may see photos in a generalbe exposing ourselves to negative media, negative PR’ but on the market Facebook and you may see photos in a Hispanic person’scontrary we look at it as an opportunity; an opportunity to engage Facebook, but though it may look similar, the reasoning andwith consumers in an area that they are familiar with and want to the actions behind it, the reason why they are acting that wayengage with. psychologically…it’s very different.Gavin Twigger: I joined (Deiste) recently and one of the primary Jose Villa: I think obviously the Hispanic market is different. Youreasons I joined was,because of the Hispanic audience and the used the term collectivistic, I get a little bothered when this isopportunity that marketers have to talk to a group of people that sort used to describe Hispanics because I think it should be used toof exist in a collective level, not in an individual level…You mentioned describe all immigrant groups, it’s the continued on page 9 2010-2011 U.S. Hispanic Social Media Guide 2010 7
  • MAKING OUR CLIENTS THE MOST TALKED ABOUT AND RECOMMENDED BRANDS IN THEIR CATEGORY — BOTH ONLINE AND OFFLINEProud supporter of and contributor to the Hispanic Social Media Guide.Paul M. RandPresident/ AnsellBusiness Development 2010 U.S. Hispanic Social Media Guide 8
  • 2010 US Hispanic Social Media Roundtable, cont.nature of what happens when you leave a country and you come to Monica: It was for everyone.another country especially if you don’t speak the language, I would Deborah Charnes: A lot of times the content and relevancy are veryargue that most immigrant groups that don’t speak English are very important. We did something that was targeting tweens, and it wascollectivistic, you come from another country and you move to a for Day of the Dead. What we did was we had them create - if youplace where… are Mexican-American you are familiar with how you create altersManny Ruiz: Even Americans that move to Germany are collectivistic for Day of the Dead - an online, altar-making contest, which wasJose Villa: right, exactly. You live near the military base when you’re very fun. What we did was use other online media to direct peoplethere and you go to the hamburger place and who knows, but the to the site, so it wasn’t necessarily banner ads but it was to directidea is that most Hispanics for the most part are socio-economically them to get more traffic. So it was very fun, very relevant, and it alsoon the lower-end; they go into neighborhoods where they know reached parents.people at the village level, like there’s people from this little village On whether Hispanic portals are staying relevant in the midst ofin El Salvador, they all moved to Maryland and there’s a factory Hispanics turning to mainstream social media platformswhere one guy is working and everybody shows up there and all of Deborah Charnes: I’ve worked for Terra many years, so of course,a sudden you have an enclave; you have a village basically that has I have a loyalty to them, even though I don’t represent them now,moved from El Salvador to this little town in Maryland and so what but I think what Terra did, early on, they developed original videodo people do when they arrive to a place where they don’t anything content, very smart, better than written whether it’s for events orabout? They ask people like them, where do I get food?... even original interviews, like Daddy Yankee in their office in Miami.Sonia Sroka: and that’s why Facebook is so successful because Ariel Corro: They have a little problem, which is the same problemeven amongst Hispanics that prefer Spanish, 10 million are online Google has: once you are connected socially your sources of newson Facebook. Right now Facebook would be the number one way to are your friends. You no longer have to go anywhere else butconnect with Hispanics at the social media level. there. I go to Facebook and I have a group of friends that feed meOn Which of the Social Media Platforms are Strongest with Hispanics: everything I want to know about the world according to me.Facebook or MySpace Everyone: ((laughter))Sonia Sroka: Facebook Manny Ruiz: So the Hispanic portals have to be a little nervousJose Villa: Facebook but I run ads for clients on both platforms and about what’s happening?I can tell you that for one client, I would never run ads on Facebook. Jose Villa: I disagree to a certain extent because I don’t thinkAnd for that same client I put them on MySpace and they kill and bloggers or all this user-generated content is going to replacethey’ve been killing it for two years. Because it targets a younger,“What’s fascinating to me is that because the Hispanic audience reliesheavily on dialogue amongst themselves...their social media networksare much stronger than the general market’s” Gavin Twigger, Deistemore urban audience...I do recruiting for the US Army, and the US professional content.Army finds its recruits on MySpace. Ariel Corro: it’s not replacing it…Paul Rand: I think what has changed fundamentally with all thesethings is that the brand has to understand itself better, and then it Jose Villa: But that’s the thing. If someone is sharing content onhas to be reflected through all the different mediums that it is using. Facebook, its being created somewhere…Monica Raugitinane: The best campaign I’ve seen, through social Ariel Corro: I understand, but my friends are creating the content…media, that had no paid media, was the breast cancer awareness Jose Villa: Yes but for the most part, if you create good content,campaign on Facebook. your friends will repost it…Jose Villa: It’s usually the nonprofits that are doing the cool stuff in On what type of agency is presently best suited to lead the charge forthat area because they have no choice; they don’t have money… Hispanic social media marketingMonica Raugitinane: Ha, yeah…they had girls post on their status Jose Villa: I have some thoughts on that, and these are not myupdate what the color of the bra they were wearing at the moment noble ideas. I think Forrester broke this down. I don’t thinkwas and everyone was looking at the colors saying, what is that? anyone is really suited. There’s a cool chart you guys shouldJose Villa: that was a brilliant campaign look it up. None are perfectly suited for what we need…PR gets our medium better that I would argue, even digital agencies, orSonia Sroka: that was a general market campaign... traditional agencies, they understand continued on page 11 2010-2011 U.S. Hispanic Social Media Guide 2010 9
  • 2010-2011 U.S. Hispanic Social Media Guide 201010
  • 2010 US Hispanic Social Media Roundtable, cont.the concepts of creating a dialogue, but PR doesn’t have the tech go back to our retainers that we have with our agencies of record,tools…. and we give them a task of the scope of what we need to getSeveral people: I do...we do... done. We will have a kick-off meeting and they will all collaborate together.Manny Ruiz: Anybody can launch a blog nowadays… Manny Ruiz: Well Amy, isn’t State Farm a mature HispanicJose Villa: But you can’t outsource the tech somewhere else all the marketer? What about the newbies to the market, Debbie?time because they may screw it up, I mean I don’t think anyone isset up perfectly. Deborah Charnes: What I was going to say is, going back to something David said, it’s all about the strategy. We don’t haveDavid Henry: Let’s look at Facebook, if you are looking at clients come to us and say, ‘Okay we want a social platform’.conversation, well maybe PR is better, but if you are buying ads, What we do is we go from the ground up; you know, we havethen PR is not for doing that, so there are all these different interdepartmental pow-wows, and decide what we are going toelements. If you talk to PR they are going to talk about the do. Sometimes it’s social, sometimes it’s traditional media; we lookconversation. If you talk to an advertising agency they are going to at it holistically, we are all different groups sitting together in antalk about buying media in the correct spots. If you talk with digital agreement.agencies they are going to have their part, everybody is trying toclaim this because they are looking it from their own POV. Monica Ragutinane: If I may add, from the client perspective, The Hispanic College Fund, for us, we know who we are; we areSonia Sroka: I think we are discovering that even though there are a non-profit organization that develops the next generation ofdifferent points of views, their points of views are blurred… Hispanic professionals, and part of that is having an educational“I think more than ever, corporations, especially mid to uppermanagers, are being challenged...they are being asked to do more withless, so advertising companies, PR, everyone, needs to come to thetable and be much more creative than before...relationships may go bythe wayside. It’s all about results now.” Aymee Zubizarreta, State FarmJose Villa: The good news is that the clients don’t know... development continuum, so for us, if we were to go to agencies,Sonia Sroka: We give our clients options, we have alliances, we we know who we are, but we need people to help us funnelwork with sister agencies, but we give our client a one-stop shop students that we need to really reach. The bottom line about ourbut we are not... mission is to get funding for those students, so for us, we would really love to have an integrated approach whether or not that’sPaul Rand: What a good client is now is different to what it was with three agencies or one agency, and obviously we are non-years ago profit, so (we need) the most affordable platform. From a clientManny Ruiz: you got to be careful now…. perspective that’s what we are really looking for; it’s just whoeverEveryone: ((laughter)) has the best marketing strategy that can hit those two bottom lines.Paul Rand: Best clients say, “ these are our partners and weknow our brand.” They are successful because they have a Jose Villa: To be realistic, everyone is looking out for their ownclear understanding of their brand as well as how it should be business, that’s the real answer; everyone’s looking out for ‘myrepresented. When it’s all said and done, the brand needs to be bottom line, my business, my group’...talked about in the right way and all conversation should feed back Manny Ruiz: I don’t know any PR agency in the whole world thatto some unifying idea. would ever say: we need to go to Sensis to do a Hispanic websiteSonia Sroka: That’s an ideal client. because we don’t do that ourselves.Amy Zubizarreta: Well that’s what we are. Just to give you an idea, Jose Villa: Yeah everyone says they know how to do it. Yeah Ifrom a corporate perspective, when we have, a campaign, we will would argue in the top tier, you are going to have some type ofbring advertising, marketing and public affairs. At a corporate level re-organization, consolidation... Because I don’t think that thethe executives will come and decide what the campaign strategy current structure of traditional PR, digital, direct media buying, Iis going to be and it will most likely be multi-platform and it will don’t think that’s going to exist…. I don’t think media buying firmsinvolve each component, advertising, marketing and PR, so we can survive as structured, I don’t think PR continued on page 54 2010-2011 U.S. Hispanic Social Media Guide 2010 11
  • Who’s Best Suited to Lead Hispanic ANALYSISSocial Media Marketing?You may be surprised to learn what type of agency might be bestsuited to lead Hispanic social media marketingLet’s just put this to rest right now: not one type of agency – not PR,advertising, digital or word of mouth – is worthy of “owning” the entireHispanic social media marketing space. It is ridiculous for anyoneto say that any type of agency should “own” Hispanic social mediamarketing when in fact all types of agencies have something special topotentially contribute to it.The rhetorical question then is not who deserves to own Hispanicsocial media but rather who is best suited to lead it? The word “lead”is important because it suggests that when it comes to Hispanicaccounts, marketers almost always do what comes natural: theyassign one agency or another to lead their efforts. Nine out of 10times it’s always been the advertising agency.That traditional assignment model is already changing and that’s therub here because social media marketing represents a paradigm S A N C H E Z AGENCYshift that will only get more pronounced with time. The more tractionsocial media makes with Hispanics (and studies show Latinos are THE RICARDOravenous users of it) the faster Hispanic brands will determine who isbest suited to lead their Latino social media efforts.Based on my experience as a marketing professional as wellas numerous interviews and interactions I regularly have withbrands, agencies and marketing associations, I’ve developed anin-depth analysis that’s meant to outline the various processes and ...when it comes tostakeholders that would typically be involved in Hispanic social mediamarketing initiatives. multicultural communication,In order to analyze the different elements of Hispanic social media authenticity is keyI compiled a chart that accompanies this story and divided eachtask as best I could into 20 different categories ranging, more or lesschronologically from strategy to implementation to measurement. Ithen arranged the chart listing PR agencies, advertising agencies,digital agencies, word of mouth marketing agencies and clients. If Ifelt a particular marketing entity was solidly suited for a specific role inHispanic social media marketing I gave them a listing of “Advantage.” social networking | branding development | media visibilityIf they were not strongly suited for it, I left them blank.Following the chart is a more detailed explanation for each of the 20categories and why I felt some types of agencies stacked up betterthan others in different areas. At the conclusion of this overviewis a final analysis that might surprise you so enjoy and join theconversation. (Note that this chart is true for many of the different types of agencieslisted but does not necessarily reflect those who may have hybridcomponents of other types of agencies). continued on page 13 2010-2011 U.S. Hispanic Social Media Guide 2010 12
  • Who’s Best Suited to Lead Hispanic Social Media Marketing?, cont. Comparison Chart of How Different Agencies Compare in Hispanic Social Media Space The chart below is meant to categorize the different types of duties usually involved in Hispanic social media marketing. Please note that there is often overlap in the types of capabilities offered by advertising, PR, word of mouth and digital agencies. Everyone wants to theoretically say they can comprehensively fulfill all of the categories listed below but in practice this is rarely the case. Digital Word of Mouth Client Category PR Agency Ad Agency Agency Agency (Marketer) strategy/Planning advantage advantage advantage advantage advantage Web site development -- -- advantage advantage -- Facebook, twitter development advantage advantage advantage advantage -- advertising creative -- advantage advantage -- -- Webisodes -- advantage advantage -- advantage Media buying -- advantage advantage -- -- hispanic aPPs -- -- advantage advantage -- search engine optimization (seo) -- -- advantage advantage -- leveraging ad buys -- advantage advantage -- -- Working with hispanic portals -- advantage advantage -- -- event marketing advantage advantage -- advantage -- Mobile Phone Marketing advantage advantage advantage advantage advantage social media conversations / content creation advantage -- -- advantage -- blogger relations advantage -- -- advantage advantage earned Media advantage -- -- advantage -- customer service relations advantage -- -- advantage advantage alliance / Partnership building advantage -- -- advantage -- crisis communications advantage -- -- advantage advantage Measurement advantage advantage advantage advantage -- ongoing social media community building advantage -- -- advantage advantage Final tallY 12 advantages 10 advantages 12 advantages 15 advantages 6 advantages ©2010, 2010-2011 U.S. Social Media Guide, copy right 2010 continued on page 15 2010-2011 U.S. Hispanic Social Media Guide 2010 13
  • 2010 U.S. Hispanic Social Media Guide14
  • Who’s Best Suited to Lead Hispanic Social Media Marketing?, cont.STRATEGY/PLANNING MEDIA BUYINGEvery type of agency has something unique and powerfully different Media buying has long been a staple of advertising and will likelyto offer marketers at the stage of planning and strategy. I called this not quickly. Historically, PR shops that have tried to do this, havepart even among the various players because theoretically everyone of failed at it.them could easily belong in this crucial conversation depending on theclient and their needs. What products or services they plan to market HISPANIC APPSand who internally is leading the marketing for the client organization Digital agencies, word of mouth agencies and even Hispanic portalsoften dictates who will be called to strategize for the brand. The are all best suited to create Facebook, smart phone and videostrategy stage is one of the few facets of the Hispanic social media game APPS. That is not to say that PR and advertising agenciesmarketing grid where everyone in PR, advertising, digital and word of aren’t capable of working with consultants to develop a Facebook,mouth are equally weighted because of their potential contribution to blog or iPhone APP but when it comes to creating these from startthe process. to finish, you generally want to work with the pros. Right now those pros are at the digital and word of mouth agencies.WEB SITE DEVELOPMENTSpanish and bilingual web site development is no longer the ultra SEARCH ENGINE OPTIMIZATION (SEO)specialty that it used to be five or 10 years ago. I struggled to give They say Search Engine Optimization (SEO) is part marketing andthe advantage in this category to digital marketing and word of mouth even more science so the ones best suited to help you with SEOagencies because nowadays most any decent marketing agency strategies for your web site and blogs are digital and word of mouthcan create a solid Hispanic web site. The main reason I gave the marketing agencies. Everyone is talking more and more aboutadvantage to digital marketing and word of mouth agencies is because SEO but the ones who get it right now the most are these types oftoday’s newest specialty are Spanish and bilingual web sites that are agencies.also optimized for SEO and social media. Those are specialties of thedigital and word of mouth agencies. It’s only a very slight advantage LEVERAGING AD BUYSbut as of right now it is still a differentiator for digital and word of This category may seem a peculiar addition to this grid but it’smouth agencies. actually valid because it is no secret that advertising agencies can successfully leverage offline and online ad buys for favorable mediaFACEBOOK / TWITTER DEVELOPMENT coverage of companies and products, especially when it comes toNo particular type of agency has the advantage in this category. large brands. The ones who do this best are the advertising andAgencies who regularly do social media know how to create the digital marketing agencies.identities and simple creative components to create a brand’spresence on Facebook, Twitter or blogs. The more important part is not WORKING WITH HISPANIC PORTALSwhat the Hispanic social media tools look like but rather what will that Digital agencies and advertising agencies have the longest historypresence on these platforms mean and what will the content they have of dealing directly with Hispanic portals and ad networks. Theseconsist of. These components are in a different category with their types of agencies understand best how your brand can leverageown rankings. these portals to advance your social media marketing presence, especially during the initial stages when you may need theseADVERTISING CREATIVE portals to build traction for your web sites and social mediaAdvertising and digital marketing agencies are the masters of creative platforms. The irony with Hispanic portals like,advertising campaigns so this is an easy one to evaluate. Even the Terra and Yahoo en Español is that they are terrific repositories formost respected Hispanic PR or word of mouth marketing agencies content but many Latinos are choosing to do most of their hardcorewon’t argue that. The only PR agencies that are best suited to help social media posting on non-Latino platforms like Facebook,with creative are those who like Ketchum, Fleishman and Porter individual blogs and Twitter. In most cases brands are payingNovelli are owned by companies like Omnicom because they can portals for social media initiatives that could shift globs of their ownleverage their advertising shops to work together with their PR audiences to other brand-centric platforms.agencies. EVENT MARKETINGWEBISODES PR, advertising and word of mouth marketing agencies are equallyAdvertising agencies and digital shops have the proven chops to script strong at helping brands execute effective event marketing. Digitaland create quality webisodes. PR and word of mouth agencies are agencies are traditionally not used to conducting branded outdoortypically at a strong disadvantage in this category but ironically thereare a growing number of independent filmmakers that potentially marketing events.make this difference irrelevant because they can work with anyonethat wants to produce webisodes and other Internet-based programs. MOBILE PHONE MARKETING Everyone is even in this category continued on page 17 2010-2011 U.S. Hispanic Social Media Guide 2010 15
  • Latinos are born social networkers. HER MA NO OSAS • V ECINOS • J S ESP EFE S • AB UELAS • PADRES TES • SU IEN RNOS • PRIMAS • N EG P AR • YE IET OS RA S OS S • AMIGOS IN BR TÍAS • SOCIO • BIS SO S • ES • COMADR AB TRON ES • UE VI O O NAS • PA PAD LOS SUEGROS • CUÑA N RES RI • A DAS NO CU RM AD S • MARIDO •A S ÑA M TA BU HE OS • NIE S•M EL D O R O S• •V AD OS S A ÑE IM ES POSAS ECINOS RIN •N M P PR O S• •P AR AS O VI O S• AN S • PRIMAS • NIET IE • TÍ AS C INA ERM ERNO OS N C H •Y ANAS • PATRO • C O E ERM • S TE PA • NE O S •V AS NO •H •B S • D RE ES RIN BRI OS S • JEFES • S M OM M IS A AD VE AB IG AB F B SO •C UÑ NAS • HE CI AD ADRES • PADRINOS JE M CO UE I SO •A UE •C BR RM • N S LA S M S LA RA A AS O IGOS • BIS • SO IA S S•N S• S EG A AN •P OV EL D ES • PADR O UELOS AB PA AS BU SU OS • RIMOS • NIE •N O OV DR I EL S SA TÍ O S IO LAC RO OS BU BI ES S IDOS S• CU C EG EL • SA P A ABU P OS TÍ ÑADOS • HE Ñ BU BI S SU ÍA N IG MADRINAS •S AR •A S• OC AM E • AM TA O • IOS A S ÍO AS DR S•M S• FO NO O R AD •T O AL R UÑ • ÑE EL EL CO C VIA S • A P Ñ L OS C MPA AS ER OS M I S N I AN FE JEFES J C DR • •T AS • JE • M MA SO S • PATRONES S• • ÍO M CO CO G •B TÍA S S I I AS OS • MP IS S AB VI ADRES • NOVI A COMPAÑERO UE NA S•M LA MA MADRINAS • TÍO AD S ER S•B RE CUÑADOS • H ISA S• SUE S HERMANOS BU EL GROS • CUÑADA • ESP OSA AS • S• SOBRI PADRES • SUE VE NAS • JEFES GRA CIN S•S OS • P DRINAS • O ARIENTES MA TÍO BRIN S OS • Y BRINOS S• TÍA ERNOS • SOCIO SO • YE S RN TAS MARID O NIE OS S• •C PRIMAS • OM PAÑEROS No ad in the world works better than a family recommendation. We’d trust a neighbor sooner than a pitch man. Which is why you should engage Latinos through social media. Because social networks are built into our DNA. Todos somos digitales. 2010 U.S. Hispanic Social Media Guidecampaigns • digital advertising • mobile • social • brand16 development • e-commerce • web design • applications
  • Who’s Best Suited to Lead Hispanic Social Media Marketing?, cont.because mobile phone marketing nearly always involves that companies turn to most often when it comes to buildingworking with third party providers like Hipcricket for SMS, APP relationships or alliances with key Hispanic stakeholders andadvertising and other mobile phone marketing campaigns. organizations.Anyone can purchase and customize the service. CRISIS COMMUNICATIONSSOCIAL MEDIA CONVERSATIONS / ORIGINAL CONTENT As Walmart’s Lorenzo Lopez, director of corporate communicationsThe champions at creating and sustaining online conversations stated recently at the Hispanic PR & Social Media Conference, when allare PR and word of mouth marketing agencies. There is hell breaks loose for a company on the Web, there’s usually one grouplittle dispute about that even though there are some notable of marketing experts everyone turns to to put out the fire: the PR pros.exceptions in the Hispanic advertising world with agencies like The biggest challenge for Hispanic marketers isn’t just that it’s fasterThe Vidal Partnership, Bromley and others who actually have top and easier than ever for somebody to post content or fuel rumors on thecaliber PR talent on their teams. Still, these are currently the web. Making matters worse is that customers can post negative contentexception and not the rule. to more platforms. A crisis can spread very easily through increasinglyPR and word of mouth agencies are also much more adept at interconnected social media platforms like Facebook, Twitter and otherconsistently creating and managing original, conversational-style social media. Smart companies have strong PR contingency plansweb content for platforms like blogs, Facebook and Twitter. for crisis and in the online space that means PR and word of mouth agencies have the advantage.BLOGGER RELATIONSBlogger relations is a very hot topic right now in Hispanic social MEASUREMENTmedia because major brands like General Mills are searching Hispanic social media measurement is in its infancy but a variety ofhigh and low for Hispanic bloggers that they can work with to well-developed tools are now available (see accompanying story in thisbecome potential brand ambassadors or spokespersons. If you Guide) that already allow marketers to gauge Hispanic visits, audiencehave any doubt about this important trend note that at the recent perception and more. In my view, - though some can argue that there-launch press event of General Mills’ web digital and word of mouth agencies appear to have a slight advantagesite the company flew in more than 34 Latina bloggers. Blogger because of their razor-focus on digital marketing - I don’t think anyonerelations, like its media relations cousin in traditional PR, are has a clear advantage in this arena. That’s because when you digthe specialty of public relations and word of mouth marketing deeper you realize that what several agencies in PR, word of mouthspecialists. and advertising brand as proprietary measurement are almost always reformulated ways of mixing and matching existing social mediaEARNED MEDIA measurement tools. That’s smart and good of them but what it reallyEarned media is a large part of what PR and word of mouth means is that everybody in this space should work harder to have theirmarketing do best. Generating interviews and press coverage off own formula beyond counting the number of visits, viewers and fansand online can play a pivotal role in creating viral buzz for social their campaigns campaigns and initiatives as well as the platforms wherethey reside. ONGOING SOCIAL MEDIA COMMUNITY BUILDINGCUSTOMER SERVICE RELATIONS Once a brand has created its strategy, leveraged its advertising andMonitoring Twitter in English and “en español” has become a generated traffic for their campaign, the key is long-term, sustainedtop social media job for Hispanic marketers like State Farm, engagement. The final stage of the Hispanic social media grid is allWalmart and Southwest Airlines. These companies have active about continuing to build the social media community that was created.“listening” teams who monitor for content that may indicate If you look long and hard at what work this task entails it is all aboutcustomer frustration, rumors or even controversy. Although PR one to one, conversational-style, engagement marketing. As of today,agencies and word of mouth marketing agencies are able to based on how most Hispanic advertising agencies are configured, we’rehandle monitoring duties for brands, marketers are frequently talking about a role that is super suited to the public relations and wordbetter off monitoring their own customer care issues. The of mouth agencies.general consensus appears to be that most of the major Hispanicmarketing brands do their own customer service monitoring SUMMARY ANALYSIS AND KEY QUESTIONSthough sometimes they will enlist their agencies to help them, If you look at the graph and summary comments carefully they revealespecially when dealing with a crisis. pockets of strengths and weaknesses for all the types of Hispanic agencies listed. The chart also features some surprises, includingALLIANCE / PARTNERSHIP BUILDING the fact that whoever most closely resembles the new breed of PR,Alliance and partnership building is another core competency the word of mouth marketing agency, will be in a very strong position.of PR and word of mouth agencies. These are the organizations Below is an analysis of where I think each of the players main strengths and weaknesses lie. Below is a summary continued on page 55 2010 U.S. Hispanic Social Media Guide 2010-2011 U.S. Hispanic Social Media Guide 17
  • Voice The Leading fective hical & Ef for Et th & Word of Mou Mediaadvanced language and Media Services Social ing Market Your trusted source for Latino PR and Marketing TV, Radio, print, Web and outdoor Web audio, video Ethical Leadership Protect consumers. Protect your brand. Fortune 500 clients Best Practices Helping you become a better WOM marketer. call Joe Carleo, APR 704-301-1339 Measurable ROI Improve impact and or accountability. Telly award on a pBS affiliate Learn more at 2010 U.S. Hispanic Social Media Guide 18
  • How to Build and Manage a HispanicOnline CommunityBy Jose Villa Focus on experience rather than a campaign: You do not “launch” a social media campaign - you begin a social media effort. There isSOCIAL MEDIA HAS FUNDAMENTALLY changed mass marketing no finite start or end providing an unprecedented opportunity to establish scalableand deep relationships with consumers. That sounds like an Find the right agency that knows their role: Agencies should beoxymoron, but in fact, social media provides the ability to establish conduits to the community you are nurturing and help you listen,the types of intimate relationships previously only possible at retail learn, direct co-creation and facilitate the discussion.points of sale, local event activations, and customer service calls Embrace loss of control: The most effective social media programsthat involve significant “physical” costs. With the advent of large, encourage consumer co-creation and creativity.ubiquitous social media platforms, marketers have the ability to Test & Learn: there is no exact roadmap for building communitiesbuild virtual communities of consumers that have “opted in” to have online; instead you should look to fail cheaply and quickly, anda relationship with a brand, product, or organization; representing use iteration to figure out as quickly as possible what works.the most valuable “customer list” we have yet seen in the marketingworld. Whether it’s a Facebook page list of “Likes”, a Twitterfollowing, MySpace “friends”, blog or YouTube subscribers, or any Begin with a Planof the countless other ways to engage with a brand via social media,building these online communities are now at the heart of effective The process of building a Hispanic online community starts likemarketing for all brands, products and companies. any good commercial initiative – with a sound strategic plan.Using social media to engage Hispanics arguably represents a 1. Start with Listening. That sounds easy enough, but this goesmore promising and organic opportunity than in the general market against most marketing, PR, and advertising professional’s DNA.because: And you don’t need to commission complex, expensive and multi- • Hispanics spend more time on social media sites than their month research projects (put down the phone to your favorite Focus general market counterparts (Korzenny, 2009) Group moderator). Some tried and true research tools combined with new digital listening tools can provide powerful insights to guide • Hispanics have larger offline social networks (larger your community building strategy, including: households and extended families, most live in densely Latino communities) These insights are absolutely critical as you try to identify what • Since social media functions well as a low-cost communications tool, it has enjoyed a direct network effect with Hispanics (i.e. the more people register onto a social networking Web site, the more useful the Web site is to its registrant) • A growing group of Hispanic “e-Influentials” use digital media to recommend products, blog, and warn their larger social networks about product problems (Burson-Marstellar, 2008)Changing Your ApproachBuilding a Hispanic online community involves shifting how mostmarketers think about their trade. Some differences are subtle,others are not. A couple of key concepts to keep top of mind whenlooking to build a Hispanic online community:Shift from “Push” to “Pull”: everything you do in social media willrequire a compelling enough value proposition that a Hispanicconsumer will choose to “pull” information from your organization,as opposed to simply “pushing” unwanted advertising or content onthem.Understand the 1-9-90 rule: Only 1% of your community will be unique value you can offer Hispanics to join your community,“creators” who drive large amounts of the social group’s activity; a particularly vis-à-vis general market initiatives. This listening mightslightly larger 9% of users will act as “editors”, sometimes modifying even inform you that a stand-alone Hispanic community doesn’tcontent or adding to an existing thread, but rarely creating content make sense.from scratch; and the remaining 90% majority of the community willbe a passive “audience” who simply observes. continued on page 20 2010-2011 U.S. Hispanic Social Media Guide 2010 19
  • How to Build and Manage a Hispanic Online Community, cont. 2. Understand Your Audience. Understanding social media roadmap. The most important step in developing a and planning how you will interact with your social media roadmap is prioritizing – social media involves multiple target Hispanic consumers will require a deep potential platforms (see fig. 2). behavioral view into their goals and digital behavior. Demographic and psychographic Personas and our “listening” research will provide insight into which information provides a 2D picture, but building platforms are most viable and appropriate for your particular Hispanic Personas provides the all important 3rd target. While social media is typically free of the “hard costs” of dimension necessary to understand what you media placement, it is very resource intensive, particularly when it need to provide { the community to be successful. A persona is a user comes to content. This prioritization is best summarized in a social archetype - synthesized from media roadmap, a temporal plan that•details adialogue Social phased approach of • WOM activity Hispanics, by how you will enter social media to strategically engage ethnographic research (gathered from “listening” techniques listed above) prioritizing 1-3 platforms per phase, usually traffic year timeframe. • SEO in a 2-3 Earned Media • Social media tracking and Web data and then summarized In today’s fragmented and socially-driven media world, brands need •Press coverage in one- to two- page descriptions that “the result” to look at how they use their owned media (e.g. Web sites, Facebook } include behavior patterns, skills, attitudes • Blog activity page, content, etc.) harmoniously with paid and earned media. and environment combined with a few •Facebook { Forrester Research has summarized this balanced approach with fictional personal details to bring the • Twitter their “Holistic Media Model” below: persona to life. Owned •Content Media • Display ads 5. Create Your Owned Media Platforms. This is the nuts and bolts Paid Media 3. Find the shared •Web sites ideal. What are the • Paid search “the phase where you take your Priority 1 platforms from your Hispanic “the catalyst” common values your brand, product •Microsites • Social media ads portable roadmap, and customize, brand, and populate those social media or company and Hispanic consumer •Mobile site brand” If it’s a Facebook page, you will want•to name your page, platforms. Traditional media share? Armed with the• insights gathered Videos determine how you will use your tabs, design a logo on the main pagefrom listening to Hispanic consumers and using behavioral guidance (Wall), and establish your content strategy. If you have the resources,provided by your Hispanic Personas, youcan start to identify ideals where your targetHispanic consumers and brand/company I strongly suggest drafting a Social Media Style Guide to ensure aalign – personality traits, values, benefits, and/or attributes. This ideal consistent voice, tone, and standard of quality for content distributedis the basic platform for a central idea, most effectively expressed as by your brand via social media channelsthe story you will tell to build your community. This is another criticalstep in defining the difference between Hispanic and general market 6. Identify and Staff a Community Manager. This is an often overlookedcommunities. step that can doom your Hispanic online community from the start. Building a community can usually be accomplished by using your4. Develop a Social Media Roadmap. Armed with research, a clear marketing, corporate communications or brand team. Managingpicture of your target Hispanic audience, and a story you’re going to your community usually cannot. Why? Well one, it’s time consumingtell to keep your community engaged, you need to develop a Hispanic (see point under Social Media Roadmap). Two, a good community manager usually requires a different skill set, part moderator, part customer service, part facilitator. If you community if heavily Spanish- speaking, you will need a native speaker who can write professionally and colloquially in Spanish. Build Your Community 7. Build Your Base. With a sound strategy and key social media platforms in place, it’s time to begin building a community. Start by making sure you have well-thought-out content and / or an editorial plan. If you don’t have a community of Hispanics actively discussing your brand/product/company, you will need to “seed” initial discussions, and that means content. Where will this content come from, how often, what language? All questions you must address. This initial community will be your foundation. fig. 2 continued on page 21 2010-2011 U.S. Hispanic Social Media Guide 2010 20
  • How to Build and Manage a Hispanic Online Community, cont.8. Leverage Paid Media as a “Catalyst”. Although paid media should 10. Start a dialogue with key influencers. Try to identify keybe viewed as a luxury instead of a requirement, there is no denying “influencers” in the Hispanic community who have some connectionthe importance of using targeted paid media as a catalyst to kick- to your brand and / or story. If you’re in health care, identifystart the growth of your community. Facebook provides the ability to prominent Latino health care thought leaders who are active in sociallaunch targeted cost-per-click text ads to build your “Friends.” Twitter media. Personally connect with them and invite them to be involvedjust launched sponsored tweets which can help grow a following. in your community. Your goal is building a community and facilitatingPaid search text ads can be highly efficient in targeting Hispanic conversations.consumers that fit your Personas. 11. Syndicate Content. A well run community will produce a steady9. Measure Earned Media Results Using Tracking Tools. The results stream of content. Make sure you take advantage of all the technologyof your Hispanic online community initiative will come in the form available to integrate and distribute it to other platforms and affinityof earned media. However, to effectively track these earned media communities. Allow people to subscribe to RSS feeds. Integrate yourresults, you’ll want to leverage the numerous social media tracking Facebook page Wall with your Twitter stream. Make your contenttools (ranging from free to significant monthly fees) to create a portable and easy accessed, on as many platforms as possible.dashboard of measurements of: You need to be patient, but if you follow this step-by-step approach, • Review/Ratings you will start to build a Hispanic online community and jump ahead of your competitors in this game-changing environment.  • Blog / Forum mentions & comments • Tweets About the author: Jose Villa is the founder and president of Los Angeles-based Sensis, a full-service advertising agency providing • Volume digital-centric solutions. His e-mail is His • Consumer sentiment Twitter is @jrvilla • Web analytics Coming this Fathers Day (June 20th) Join PapiBlogger as he travels 10,000 miles across the U.S. in 40 days with his family. Youre invited to follow along at, and join in the conversation as he Blogs, Tweets and Facebooks parenting tricks along the way. For additional information and sponsorship opportunities, please e-mail 2010-2011 U.S. Hispanic Social Media Guide 2010 21
  • Social Media Is a Fact of Life —And the Key to SuccessBy Gaby Alban resource for listening to conversations about your brand. 3. Clearly define your target audience. For example,LIKE IT OR NOT, CONVERSATIONS about your company and while Hispanics are uniformly heavy mobile usersbrand are more than likely already taking place on social networks across demographic categories, their usage habits andin Spanish and English. And you can bet that your customers, applications vary widely based on age, income and location.your employees and your suppliers are engaged in these onlineconversations, collaborating beyond the corporate firewall, outside of 4. Once your target is defined, be deliberate in choosing applications. Select applications and platforms thatyour traditional communications planning. appeal to your core audience and are appropriate forOld-school, top-down marketing campaigns don’t address this ever- your message. Take the time to research exactly wherechanging web environment and the growing importance of social your target audience is, taking into account that differentmedia—or the power they have to influence consumers’ decision- cultures and age groups will connect using different toolsmaking processes. These days, most companies have developed and may have different language preferences.some semblance of a social media strategy, but far too often it is partof a specific marketing initiative or relegated to a particular silo such 5. Measurement and timeframes are equally important. Give any efforts enough time to have an impact and measure itas emerging markets, public relations or, if it is community-based, against actual business goals, not just posts or hits.Hispanic marketing. Furthermore, these “new media” campaignsoften focus only on customers, ignoring the immense networking 6. Listen to feedback. Success depends on your ability,value of employees, friends and suppliers, and limiting the ability willingness and flexibility to assimilate process and respondof the social media campaign to deeply inform the company’s own to feedback. Just collecting it doesn’t team. 7. Don’t get stuck on the numbers. Quantitative data isThe good news is that by dedicating resources to support these important, but qualitative data is just as valuable. Listen toorganic networks, you can help them grow and flourish, broadening what your core influencers have to say and respond to theirthe reach of your traditional public relations and communications input. Spending time with high quality feedback will returnstrategies. Consumers are bombarded with marketing messages as much as all the other data metrics you can track.every day. Suffering from marketing fatigue, they’re far more likely torespond positively to a recommendation from a real, live individual— At first glance, the current social media environment seems to havethe kind social media fosters—than to yet another corporate changed everything, but the truth is that this new reality has onlymarketing piece. Social media is the fuel in today’s world of word-of- brought certain long-standing business realities to light—and asmouth marketing. Good social media campaigns offer many tools to a result turned them into powerful tools. Employees, customers,harness the power of these relationships and track their influence— suppliers and partners have always networked with each other,by quantifying reviews, comments, non-corporate blogs, employee but in the past it was impossible for marketing departments toblogs, likes, photos and links—to gauge brand loyalty, sentiment and easily harness these broad connections. Social networks makeengagement. these relationships transparent, providing business managers an unprecedented view into their inner workings. The key nowEffective social media campaigns tap into the vital online is to embrace this new reality, joining and supporting these vitalconversations that are already happening, creating and supporting conversations, rather than trying to block or control the interactions.powerful networking opportunities. They also unleash critical The rewards are priceless: Your organization becomes more agile,information about your customer base. By recognizing—and connecting employees, partners, customers and suppliers; boostingleveraging—the new social media reality, well designed social customer engagement and brand loyalty; and deepening yournetworking campaigns increase brand loyalty while simultaneously relationships with your customers to enable delivery of superiorfeeding critical market information back to all levels of the customer support. These, after all, are the keys to success in anyorganization in real time. The result: a boost to the company’s image business environment. along with increased productivity, responsiveness and ability to reactto market changes—the keys to success. About the author: Gaby Alban is co-founder and COO of Conexión.These seven simple rules can help you implement stellar social Her e-mail is Her twitter is @gabyalbannetworking campaigns and manage your brand’s positioning in thesocial media environment: 1. Provide employees and close suppliers a set of guidelines for posting. 2. Identify core internal and external individuals who currently use Social Media in Spanish and English. They are your first 2010-2011 U.S. Hispanic Social Media Guide 2010 22
  • Hispanics and Social Media:A 23 Million Person Conversation.By Armando AzarlozaTHERE’S A PARADIGM SHIFT happening in the multi-cultural About the Author: Armando Azarloza, is president of The Axismarketing landscape. For the first time ever, Hispanics are just as Agency, one of the nation’s leading multicultural marketing agencies. Azarloza can be reached atlikely to come home after a long day at work, spread out on the and on Twitter @360culture.couch and cozy up to their favorite social media site with their favoriteprimetime TV shows glowing simply as backgrounds. Latinos areincreasingly engaging with their family and friends on their preferredblogs, video sharing sites, Facebook and Twitter.These tech savvy millions now look to social media websites as theirprimary mode of communication, conversation, and entertainment.We’re witnessing a dramatic migration from things like the telephoneto online social media and marketers have taken notice. While overallU.S. ad spending is generally down or flat, multi-cultural ad dollars inthe digital space are booming.According to various studies, social media usage by Hispanics isoutpacing that of non-Hispanics. This is partly due to the fact thatthere is limited, culturally-relevant, original content in Spanish online DEGREE MEN: AN ONGOING CASE STUDYand Hispanics in general, tend to be drawn to the collective valuesof their respective communities. Social media enables them to meet,interact and engage with culturally similar groups of friends andfamily, some who are often geographically dispersed. Since the beginning of Q4, 2009, the Axis AgencySimply put, culture is the universal constant that binds these social has been working to establish Degree Men: Siempremedia communities together. And understanding that is key to Enfrenta El Reto as one of the top leading brands increating any long-term, multi-cultural brand-building initiative in thesocial sphere. the Hispanic Social Media Space.Social media offers us an unprecedented opportunity to leverage thetechnical capabilities the platform provides, allowing marketers toreach out and engage Hispanics in a finely tuned, culturally-aware Facebook has provided the best opportunity tobrand conversation. Careful study, planning and analysis will help us establish rich consumer engagement and brandunderstand why our consumers are using social media to begin with.Are they talking about music? Keeping in touch with family in Latin conversations with the brand’s target audience.America? Sharing their culture, experiences or connecting with othermembers of their community?Once we understand and recognize all these various factors, we The Degree Men: Siempre Enfrenta El Reto communityas marketers can engage Hispanics with culturally-relevant and is strong and actively growing on a daily basis.interesting content that stimulates discussion, feedback and sharingthat helps our brands become an integrated part of their conversationand their community. QUICK CAMPAIGN FACTS:A successful social media strategy depends on a deep understandingof the culture of our audience, displaying an openness towards 40,620 Facebook fanspositive and negative comments and deploying dedicated resourcesto maintain a social media presence. This unique ability to reach and 18,565 total interactionsinteract with millions of Hispanics online allows companies to join theconversation and deliver a brand message to a focused audience. In 7,532 commentsthe process, corporations can earn the trust and long-term loyalty ofLatinos. 9,920 likesThere are 23 million Hispanics talking online. Are they talking about 226,281 page viewsyour brand? With the proper social media strategy, they could be.  2010-2011 U.S. Hispanic Social Media Guide 2010 23
  • How to Effectively Work with Hispanic Bloggers General Mills’ re-launch of included flying more than 34 Latina bloggers to Miami. Some of the nation’s leading bloggers are pictured here with the author of this story and publisher of PapiBlogger Manny Ruiz.By Manny RuizIF YOU SCOUR THE LATINO WEB as often as I do, you’ll notice VETTING THE BLOGS AND YOUR EXPECTATIONSthat one of the biggest trends right now is that not only are Latinosdefinitely engaging more through social media but that they are As a marketer targeting Latino consumers, the first step in workingproducing unique content as bloggers as well. with Hispanic bloggers is knowing who are the quality ones to work with. The definition of a good Latino blog is highly subjective butI’ve only been blogging daily for a year but it has taken me a short in general the best blogs are well written, publish consistently (attime to see the dynamic array of blogs emerging in what we call the least three times a week ) and have a very defined editorial criteria.Hispanic blogosphere. Without these elements Latino blogs typically won’t gain a loyal,If you want to find a “mami blog” - easily one of the top three content growing audience.categories in the Hispanic blogosphere - take your pick. There are at Remember that most Hispanic blogs can’t be measured side by sideleast 24 (and counting) mami bloggers that I’ve identified and each of with the audience numbers of a major Hispanic portal. Most of theare as varied as the family lives they live. Want a good blog that talks best ones have just a couple thousand unique visitors. They haveculture or politics in general? Sit down and learn about one of the as few as 1,000 followers or more on Twitter and/or Facebook.more than 50 quality ones out there. The tricky part is that the number of visitors and followers are onlyLatinos are increasingly creating blogs to make their viewpoints part of the story. Most seasoned social media marketers will tell youknown and many are getting very specific in what they write about in that the criteria they use for judging bloggers is not just the numberSpanish, English, bilingual and even Spanglish. In the true spirit of of followers the blogs have but also who is following them and whatblogs, Latinos are even blogging regularly about such hyper specific is the quality of those interactions. It boils down to quality followers/topics as taco establishments in Austin. (Don’t believe me? Go to audience vs. quantity, which is precisely why savvy marketers are interested in learning more about Hispanic bloggers.As a blog publisher of two sites (Hispanic PR Blog and PapiBlogger), The final factor to keep in mind about Hispanic bloggers is that mostI have the unique opportunity to hear both sides of the conversations of them fall into one of three types. Some blogs exist just to get freetaking place around Hispanic blogs. Leading brands are studying stuff. Others depend wholly on what they generate through theiror asking their marketing agencies to investigate every known Latino blog. The third type of bloggers are the ones who are passionateblog that strategically fits their marketing initiatives, products, brands about a topic or issue and don’t have any specific interest in eitherand/or services. From the viewpoint of Hispanic bloggers, the issue is getting free stuff or generating revenue. Many blogs fall somewhereusually about how to continue producing great original content in one between the first and second types listed above.or two languages and possibly make a living at the same time. (Onesage marketing blogger has noted that more than 98% of blogs are If you are a marketer trying to learn the ins and outs of working withnot viable businesses). Latino bloggers here are a couple of top tips you need to know about how to effectively collaborate with them. continued on page 25 2010-2011 U.S. Hispanic Social Media Guide 2010 24
  • How to Effectively Work with Latino Bloggers, cont.KNOW THY BLOGGER DON’T BE PUSHYIn two conference sessions with and about Latino bloggers at the Contact bloggers about working with you but don’t harass them2010 Hispanic PR & Social Media Conference everyone heard the because in most cases this is NOT their job. Most Latino bloggersNo. 1 complaint Hispanic bloggers have about marketers: they call don’t get paid so they don’t want to feel like they are getting paidus without knowing who we are. This is the first cardinal rule about unless they are.working with any and all Hispanic media and it is no different withHispanic bloggers.Some of the top Latino bloggers are former journalists with littletolerance for this mistake but even those who weren’t journalistsshare the same mindset.“Read our content before you call us,” says Ariel Coro, publisher ofthe technology for Latino newbies web site and anationally syndicated tech journalist. “Know what we talk about andhow we talk about it. I get tons of generic emails from PR pros whodon’t know what we do and it makes me upset because they wastemy time with irrelevant content.”In that same context, some bloggers say that it helps when peoplepersonalize their pitch. Many bloggers are also fond of adding anyexisting product videos to accompany the stories they will post forproduct-specific stories. KEEP YOUR PITCH SIMPLE AND DIRECTCONTACT THE BLOGGER BEFORE SUBMITTING Some bloggers complain about being pitched by marketers who areMost Hispanic bloggers accept products or services for review. The not only clueless about who they are but also what exactly it is theybig rule of thumb is to not submit a product for review without first want from them.speaking with the blogger. They generally don’t want to review “They have these convoluted pitches and sometimes are not directproducts or services that they may not like, a fact that works in about what it is that they really want,” says Lassanske. “Be directmarketers’ favor. and be honest about what it is you really want.” BLOGGERS PREFER FINANCIAL COMPENSATION Most bloggers understand that part of why marketers reach out to them is to get their endorsements in return for products or services. Although that’s a universal fact about blogging it doesn’t mean bloggers aren’t being creative about getting money from marketers. In order to better monetize their blogs some bloggers sell sponsored posts, ad sponsorships as well as host product giveaways and even serve in some cases as product ambassadors and/or spokespersons. The cost for working with Latino bloggers varies greatly from blogger to blogger but the principle is that bloggers want brands to consider partnering with them with cash and not just products.DON’T ASK BLOGGERS TO REVIEW SOMETHING THEY CAN’T KEEPGiven that bloggers rarely get paid to review products, don’t bother “When I get paid, I don’t just post a story on the blog, I also promotesending them a product they can’t keep. Our time is worth money everything on Twitter, Facebook and my other forums,” saysso many times the items that we review are the only compensation Lassanske. Some Latino bloggers like Coro argue that when givenwe get for our time, said mommy blogger Roraima Lassanske of the the opportunity they can even serve as an extension of the marketinghip, Spanish-language site Mamå Contemporånea. teams that contract them.Car reviews, vacation packages and other items that are eitherintangible or ultra high luxury are a few of the exceptions to the FOLLOW UP WITH GIVEAWAYSkeep it rule. (Per FCC rules, anytime a blogger accepts any gift A couple of Latino bloggers say they are more careful than ever aboutfrom any company they must fully disclose it online). doing giveaways because they have had instances where marketers continued on page 26 2010-2011 U.S. Hispanic Social Media Guide 2010 25
  • How to Effectively Work with Latino Bloggers, cont.used them to promote a giveaway and then those marketers neverrewarded the winners.“It’s happened to me twice with toys,” said one blogger who did notwant to be identified. “It’s really embarrassing to leave your readershanging like that so I’m more careful now.”PERSONALIZE AND PITCH PRODUCTS/SERVICE THAT ALREADY EXISTThe final tips are all about personalizing the pitch. Bloggers typicallywant to be addressed personally and want to be pitched with contentthat is conversational in style.Some Latino bloggers also say that marketers should not expectthem to blog about products or services that are not already in themarket. Several mami bloggers for example have done previewstories about products that are either not in the market or nevermade it to market.“It’s not a good situation to have your readers asking you whereyou can buy something and you have nothing to show for it,” saidLassanske. “I’ve done that and it leaves your audience frustratedbecause they wonder why you got them excited about somethingthey can’t have.”  2010-2011 U.S. Hispanic Social Media Guide 2010 26
  • How to Reach U.S. Hispanics withSpanish-Language SEM StrategiesBy Silvia Prado Open ‘round the clockTHIS YEAR MARKS A VERY exciting year for Hispanic marketers as Your website and online marketing efforts work as your virtualwe await the results of the 2010 US Census. The outcome will surely salesperson 24/7/365.represent significant opportunities for Hispanic communicationsprofessionals, especially in the online space. How do marketers So, how do you get started? Here are some simple “Spanish-effectively target this lucrative demographic? Below are a few language SEO” tips to get you going:compelling reasons to incorporate Spanish-language search engineoptimization (SEO) and search engine marketing (SEM) initiatives into Check for accurate Spanish translation. To ensure that youryour communications mix: messages hit home, make sure your website is translated by native Spanish-speakers. Professional translators are your best bet.Population size Review your website structure. There are many factors thatAccording to the last US Census, Hispanics are the largest ethnic contribute to the ranking success of your website, including: age ofminority in the US, comprised of nearly 50 million Hispanics and domain/URL, URL structure, content, internal link structure, trust,3 million Hispanic-owned businesses. keywords, outbound links or inbound links. Analyze your site. Not only can web analytics measure websiteUS Hispanics are online traffic, but it can also be used to give you insights on how toThe Hispanic online market, a diverse group, presents a unique optimize web usage and drive click-throughs. Google Analytics toopportunity to reach one of the fastest-growing and lucrative customer improve your marketing effectiveness.segments on the internet. According to, a digital Spanish and English keyword research. There are a multitude ofmarketing research firm, over 52 percent of US Hispanics are online, keyword research tools than can help you get started on optimizingrepresenting about 24 million internet users in 2009 and an estimated your website to address both the Spanish-speaking and English-39 million by 2014. speaking markets. Some include: Wordtracker, KeywordDiscovery, Compete, Hitwise, and Google Keyword Tools.Two languages, two opportunities Optimize website copy, titles and labels. Apply steps 1-4 to improveMany US Hispanics online are bilingual and, according to comScore, natural search results.about 19 percent of US Hispanic internet users use Spanish as their Off-page factors – promote your site through content. Backlinks andprimary language. Search engine marketing can be an effective way inbound links originate from outside your website, but points directlyto target US Hispanics in both English and Spanish. back to it. They are used to measure the importance and popularityIncrease your visibility and marketshare of the website, establishing credibility and better ranking results.Spanish is the third most-used language on the internet, says Some of the various ways you can create authoritative inbound linksWorld Internet Statistics. However, thousands of Spanish-language are:websites are lagging because they are not effectively built, do notinclude quality content and are not search-engineoptimized, among other reasons.SEO boosts website trafficSpanish-language SEO is an effective way toincrease website traffic and conversions. Some ofthe benefits include targeted traffic from naturalsearch results, increased web traffic, more sales/leads, expanded reach, boosted search-enginerankings and established brand credibility.Invest for the long termSpanish-language SEO is a long-term strategywith a high return-on-investment because itcan decrease your marketing expenditure whileproviding a more efficient way to reach your targetmarket. continued on page 28 2010-2011 U.S. Hispanic Social Media Guide 2010 27
  • How to Reach U.S. Hispanics with Spanish-Language SEM Strategies, cont.• Directories• Blogs• Articles• Press release distribution and media outlet pick-up• Social media sites• Link-building from other websites that agree to point to yours• Online advertising• Pay-per-click marketingKeep at it! The internet has lots of resources to help you reach yourcommunications goals through SEO and SEM, including:Marketwire’s US Hispanic NewslineSEOTOOLSSEOmozAOL Hispanic CyberstudyHispanic Market Overview - 20102010 US Hispanic Social Media & Marketing OverviewABOUT THE AUTHOR: Silvia Prado is an account executive atMarketwire, a leading global newswire, and is based in Miami. Heremail is and her Twitter is @Silvia_Prado. Coming this Fathers Day (June 20th) Join PapiBlogger as he travels 10,000 miles across the U.S. in 40 days with his family. Youre invited to follow along at, and join in the conversation as he Blogs, Tweets and Facebooks parenting tricks along the way. For additional information and sponsorship opportunities, please e-mail 2010-2011 U.S. Hispanic Social Media Guide 2010 28
  • Hispanics Beyond Broadband: Leveraging Video and Web 2.0 to Facilitate Online ConversationsBy Cristy Clavijo-KishBY NOW WHILE ATTENDING a marketing, PR, branding oradvertising meeting or another you have heard some sort of statisticor comment that Hispanics are really a growing online community.Your client or your boss may already have asked how are we going toreach Hispanics online or via social media? Or maybe you’re creatingyour own strategy to present new ideas and options to pursue thisaudience. Either way, the trends and research updates in 2010 alonepaint a canvas that portrays the Hispanic community becomingincreasingly engaged with social media.How is your brand going to connect or resonate withonline Hispanics?In 2009 a leading Hispanic online marketing firm Captura Groupin partnership with the Florida State University Center for HispanicMarketing Communication presented research findings that honein on how various multicultural audiences are spending time online.More specifically how they’re spending time in social networking sitesand how they average nearly double the numbers of mainstreamonline visitors. The Hispanic audiences were further segmented bylanguage as the online space can be very customizable by languageand thus engage a varying level of Hispanic audiences. Whencombined, the two Hispanic groups represent more than 50% ofonline social networking users.This April the same group provided an update on those usernumbers illustrating the major surge of social media usage bymulticultural audiences between 2008-2009 – and the numberswere significant. In just one year the Hispanic figures alone surgedmore than 20% in each language category- making this community asignificant online presence.So now we know there is a mass of Hispanic consumers online butwhat are they actually doing? A variety of research indicates that themain activities include email and music download, but one of thecentral functions is to Watch Internet video or streaming video.On the general market side, The Pew Internet & American LifeProject’s first major report on online video showed that more thanhalf of online video viewers (57 percent) share links to the videothey find with others, and 75 percent say they receive links to watchvideo that others have sent to them. In addition, comScore recentlyreleased that more than three-quarters (77 percent) of Americanswho are already online watched online video this past November,with more than 146 million unique users watching a total of 12.7billion videos.So if you combine the Hispanic online trends with the general marketstatistics on video usage- a fairly compelling story begins to buildthat surrounds using video to drive brand communications amongHispanic online users.According to Manny Santos, Director of MultiVu Latino (the videoproduction and distribution division of PR Newswire) marketers needto understand, if they are not using video, their audience surelyis, especially Hispanics. “Video more than ever is playing a crucial continued on page 30 2010-2011 U.S. Hispanic Social Media Guide 2010 29
  • Hispanics Beyond Broadband: Leveraging Videoand Web 2.0 to Facilitate Online Conversations, cont.role in terms of how individuals are communicating and how newaudiences are engaged. The power of images and sound is beingfully explored by everyone as video is more accessible and moreinteresting. From webcams, flip cameras and cell phonesrecording video to the wide range of more affordabledigital video formats and high quality video production,individuals and marketers are finding video basicallyessential in the social media space,” Santos commented.When producing video for the web, the Top5 elements to consider for your Hispaniconline communications are: Relevant & Compelling Content Emotional Appeal Engaging Dynamic Idea = Multi-Platform Format & StyleBrands’ multimedia assets should be engaging and drive home adynamic idea that connects with their audience. Some marketersare using hand picked celebrities or relevant Hispanic professionals(doctors, lawyers, nutritionists and dieticians, teachers, accountants,etc) to deliver their messages via video. Others are creating moregrassroots strategies and allowing consumer-created videos totell their story. Either way, the criteria should match your overallstrategy and the video or multimedia assets should become thevisual tools.Going back five years to 2005- our team at Hispanic PR Wireconducted a study of Hispanic media usage and contentpreferences that at the time revealed that Hispanic media are 35%more likely to use stories that have photos or other multimediaassets over those that do not. Considering what the recentresearch says about Hispanics’ appetite for online video andmusic, that study’s conclusions appear to still hold true today.So now you’ve decide to develop multimedia assets to tell yourstory to Hispanics online, then what? Here are some Top Tips toguide your plan: 1. Have a Strategy that Answers the 5 Ws Central to Success (Who, Why, Where, When, What) 2. Be Willing To Take a Risk – Be Prepared 3. Monitor & Measure 4. “Talk” & “Listen” à Engage 5. DON’T Stop! (ongoing process) continued on page 31 2010-2011 U.S. Hispanic Social Media Guide 2010 30
  • Hispanics Beyond Broadband: Leveraging Videoand Web 2.0 to Facilitate Online Conversations, cont.One of the key benefits of including multimedia assets and video aspart of your online Hispanic outreach initiative is the ability to monitorits engagement and downloads. Reporting strategic results acrossyour organization will help build rationale for continuing a program.Here are some examples on how video and multimedia vividly presenta story and drive overall buzz.In the first example from the Hispanic College Fund and the AdCouncil, the video helps deliver a message that “humanizes” thecentral concern that Hispanic youth are not attending four-yearcollege programs and graduating in similar numbers as their non-Hispanic counterparts. The video presented in conjunction witha press release for the National Coalition to End Childhood LeadPoisoning and the EPA informs viewers as to the need to be awareand know the warning signs of lead poisoning in children. Similarly,photos draw in viewers’ attention more so than plain text.It’s time for brands to be engaging with these audiences in new anddynamic ways that will drive brand recognition and tell a story.ABOUT THE AUTHOR: Cristy Clavijo-Kish is Senior Vice President ofMulticultural Services for leading newswire service PR Newswireand MultiVu Latino. You may reach her at or fallow her on twitter @ latinomarketing.  2010-2011 U.S. Hispanic Social Media Guide 2010 31
  • Measuring Multicultural &Multilingual Social Media Stephanie Noble Midy AponteBy Stephanie Noble and Midy AponteThe evolution of the Internet is a remarkable one. Once upon a time, influence and impact, you may need additional support miningthe Internet was filled with static web pages filled with content that for information among multicultural and/or multilingual websites.presented, provided or advertised to audiences, usually with little PadenNoble has been working intently on its M3 Multicultural Mediaregard to who was visiting, reading or listening to that information on Monitoring tool. M3’s natural language processor locates, penetrates,the other end. What has evolved since then is a vast confluence of and accurately determines (with human involvement) brand sentimentconversations, community, exchange and dialogue. Your audience among multilingual audiences. Additionally, by analyzing large volumesis active, vocal, yes – sometimes testy, but most importantly, your of data and flagging “outliers” the system reduces time needed toaudience is a community that must be engaged with. digest consumer-generated media.This dynamic is evident in how we measure social media. What wasbefore measured by website traffic, page visits and unique visitors, Some of the metrics to track include:is now measured by influence, reach, amplification and impact. In • Viral Spread – In how many, and how diverse, places can athis new world, where dialogue trumps sales, it is “okay to touch.” particular marketing message/app/link be found?In fact, it is encouraged. Because it is this constant engagement,this ever-evolving conversation about your industry, your company • Inoculation Speed – How soon after posting the message/app/link/and your brand that has become the new currency on the Internet. video etc. did it spread to other communities and users?Understanding this is critical. • Brand Reputation – What is the sentiment about the brand?Ultimately, however, you want the right traffic, the right conversations, Breakdown of sentiment within each source. Sentiment may bebetween the right people and taking place in the right location in order higher on facebook versus an independent blog with return your greatest ROI. To measure this, consider utilizing the • Relationship Quality and Depth – How well do you know yourfollowing #Free tools: audience? How much information do you have on them? This is • SamePoint rolled out one of the first conversation search engine derived from social network profile information. platforms to help brands monitor and measure consumer The tools mentioned above can be used in different ways. Here are feedback. SamePoint also displays a rudimentary sentiment some ways we’ve used them: analysis of the conversation pieces by counting negative and positive words. • Paden Noble used SamePoint, SocialMention, and its own M3, when it implemented the social media strategist for an urban • SocialMention allows you to easily track and measure what men’s clothing line in New York. The brand needed a new people are saying about you, your company, a new product, or vehicle to deliver their message. By monitoring feedback on the any topic across the web’s social media landscape in real-time. Web, Paden Noble was able to properly place multilingual paid It monitors more than 100 social media properties, including: advertisements on search engines, and promote the brand in Twitter, Facebook, FriendFeed, YouTube, Digg and Google, etc. lesser-known online communities where its key audience resides. and offers the option to receive free daily alerts. Alexa, Quantcast , and increased sales, confirmed that the • Alexa Internet has developed an installed-based Toolbar that strategy worked. allows you to find sites similar to the one you are visiting and lets you go back in time to see how a site looked in the past via a • Sánchez Ricardo Agency is very loyal to Klout. The agency capture screenshot. started tweeting for a small non-profit organization called the International Dementia Research Foundation (IDRF). They • Quantcast engages all 220 million U.S. Internet users, and tweeted specifically about Alzheimer’s impact in the African provides you with detailed audience profiles. This allows American and Hispanic community. The agency secured 30 advertisers to learn more about what consumers are doing online. followers in just one month. And while 30 may not seem They also provide advertisers with a new way to evaluate their impressive, keep in mind the key is relevant dialogue. IDRF’s individual customer profiles against the entire U.S. Internet Klout score is 17, which is categorized as an Explorer. According population, so they can identify prospective customers. to Klout, the agency “actively engages in the social web” and is • The Klout Score is the measurement of an individual’s, or “constantly trying out new ways to interact and network.” Most brand’s, overall Twitter influence. The scores range from 0 to importantly, our score concluded that the agency “gets it” and 100 with higher scores representing a wider and stronger sphere predicts it will be moving up. of influence. Klout uses over 25 variables to measure True Reach, Amplification Probability, and Network Score. The size About the authors: Stephanie Noble is the founder of New Jersey -based of the sphere is calculated by measuring True Reach (engaged Paden Noble, a hi-touch firm focused on mapping complex social media followers and friends vs. spam bots, dead accounts, etc…) while landscapes. Her e-mail is and her Twitter is Amplification Probability is the likelihood that messages will @padennoble. Midy Aponte is the founder of The Sánchez Ricardo generate retweets or spark a conversation. Agency, a D.C.-based firm focused on multicultural public relations strategies for corporations, government and non-profits. Her e-mail isLastly, while the above tools will help you measure your online and her Twitter is @midyaponte 2010-2011 U.S. Hispanic Social Media Guide 2010 32
  • 2010 U.S. Hispanic Social Media Guide33
  • Meet The Latino King of FacebookBy Katherine JohnsonAs the founder and creator of Being Latino – arguably one of thelargest and fastest growing Facebook fanpages targeting Hispanics- Lance Rios never thought that a little idea he had one night wouldblow up as huge as it did. Rios created the page in May 2009 as away to try and connect Latinos of all backgrounds and locations inone space to discuss history, culture, politics and social issues.Since its inception, Being Latino has experienced exponential growth.Today it counts on over 31,000 fans. As Rios writes on his blog, oneyear later his “little” Facebook concept has already garnered “anarmy of bloggers, multiple celebrity endorsements, presidents fromLatin America knowing about us (and loving the concept), multipletelevision appearances, successful events, thousands of dollars tovarious charities, multiple businesses supporting us…establishingourselves as a nationally-based community,”. And he adds, all thisand “we don’t even have a webpage,”Rios’ story is a testament to the power of social media and Who are most of your “friends” and why do you think you became soproves how Hispanics, if provided with the right platform and popular?relevant content, will engage, network with one another--and most My friends are a wide variety of people. I believe that my platformimportantly-- spread the word to others. In this interview Rios shares grew so quickly because the quality of the content posted is alwayswith us his social media and marketing insights and gives us a peek relevant. Content is king.into how he accomplished so much, so quickly. What’s the unique value proposition of your Facebook and page?Tell us about yourself and how you got involved in social media?That is, what sparked your interest, were you always interested in What’s unique is the fact that I put content out for Latinos in Englishtechnology/media? that isn’t offensive. Many times when people try to target the LatinoI’m Puerto Rican. I was born and raised in Cleveland. My mom was community in English, they tend to skew very Urban. There is aborn in Ohio but my dad came to Ohio from Puerto Rico when he was huge portion of us that are educated, care about politics and want tothree years old. I’ve always considered myself to be a social person connect with others with the same interests... Content is king.and I’ve always been a heavy media consumer so for me social mediahas always been a natural fit. Technology and social media have Have you worked or partnered with NGO’s, non profits or PR agencies,always been a part of how I’ve communicated with other people for and if so, what type of work did you do?many years. I’m interested in social media because I do most of my I’ve done a significant amount of consulting work with variouscommunications through it. agencies but for most of the organizations and corporations that I’ve worked with I’ve had to sign non-disclosure agreements. A lot ofWhat launched your interest in Facebook specifically? agencies do not really understand social media platforms or socialFacebook has always been my favorite social networking site. Right networking, and they send my concepts to their clients so I can’tnow, there is nothing that compares. I chose Facebook because it really give specific examples.was the fastest growing social networking site, and Hispanics/Latinos, What has been your biggest revelation about Hispanics in regards towas the fastest growing segment. So I concluded that would be an media and marketing?appropriate space to start an initiative that focused on Hispanic/Latino issues and topics. I am a Twitter user as well, but I feel that the That there is not one single “type”. We are an extremely diverseFacebook audience is more engaged with content whereas Twitter crowd that has aspirations and not just speaking Spanish. For theusers consume quickly and it’s over. most part, I think Hispanics, and it’s been shown recently in a few studies, are definitely more likely to engage in content, so they areDid you ever expect it to become as large as it’s become more likely to comment than just “like” something. So therewith more than 30,000 followers? is that back and forth that you see in the community that you don’t see in the general market. And they are loyal. INo, it wasn’t about that when I started. It was initially just think that for the most part, if they like what you are puttingto encourage a discussion. But in regards to what it is out there, they don’t have to go anywhere else to get thattoday, it’s sort of surprising but there have also been some information. You created a brand, it’s a good brand andmarketing efforts to get it to what it is today. continued on page 35 2010-2011 U.S. Hispanic Social Media Guide 2010 U.S. Hispanic Social Media Guide 34
  • Meet The Latino King of Facebook, cont.they’ll be loyal to you unless you give them a reason for them to leave currently doing in order to continue growing your base?you. Well, with content, we’re creating strategic postings that areWhat are three top tips you can give somebody that wants to start a relevant. We’re also getting out there making ourselves known toFacebook group targeting Hispanics? the Latino community. There are multiple strategies to growing your base.Number one, don’t start a group; start a fan page. The differenceis that when you create a group, you can’t post something as that Do you have any tips you can share with us?brand. When you post as a Fan page, you can. For example, ifDairy Queen starts a Facebook group, whoever the administrator When you create your Facebook page, create it to be a veryof the group is, when there are updates or postings made on the personal experience. People aren’t stupid. Therefore if you comegroup’s page, the name of the administrator, for example, John Doe, off very commercial, they will pick up on it quickly and it will turnwill come up as being the author, instead of Dairy Queen itself. But people off. So basically don’t build a place for people to go talkwhen you have a fan page, even if John Doe is the one doing all about where they can get a discount or buy tickets for your brand,the updates, it will say it’s coming from Dairy Queen. So in terms it’s more along the lines of telling people about what your brandof branding, it’s important for people to associate with the brand, is doing. So if they want to buy tickets, for example, they can gomaking it personal. Therefore you want to go with a fan page, not a to your website, but not Facebook. Facebook is a one-on-onegroup. conversation place so you must engage them in it one-on-one, or people will get turned off quickly. Second, don’t be afraid to have a conversation with your fans. Third,remember that content is king.What are the three biggest mistakes people/organizationsmake with their Facebook?They are not consistent with updates. They are afraid oftwo-way conversation. They use Facebook as a marketingplatform rather than an information platform.Who is your Facebook audience?My audience ranges from New York to Miami to LosAngeles and Austin. As a whole, the audience has amedian age of 35.How much time do you dedicate to your Facebook page?About 5-6 hours a day or 35-42 hours a week. The pageitself comes all from me, but I do have people assist mewith creating engaging original content. There’s also a blogthat shows up in the page. I have 12 bloggers nationally.I also have people that blog for me, and I have peoplethat are just focusing on creating content on the issue ofArizona, specifically.Where do you see yourself in the next five years? For additional and more specific tips on how to grow your base, you can become a fan of “Lance Rios’ Social Media Tips andI see myself having a consulting firm and/or media agency. Tricks” at For more informationWhere do you see social media in the next five years? about my page, visit see social media being the most sought out media platform foradvertisers to reach relevant audiences. I think that brands/marketerswill start taking social media more seriously. And I really think it willbe taking more importance over the traditional dotcoms. Brands aregoing to have to refocus their initiatives in a way that makes sensewithin the social networking space. There’s no way they can really getaround it, you just need to show that you can quickly become a partof it instead of creating an alternative.What marketing strategies have you implemented and what are you 2010-2011 U.S. Hispanic Social Media Guide 2010 35
  • The fastest growing online destinations for popularculture with a Latino twist Music, lm, lifestyle, food, news, our stories, our wayOver half a million U.S.unique users per monthFor partnerships, advertising orto become a contributor, pleasecontact :Rosa Alonso, 201-947-3097, 2010 U.S. Hispanic Social Media Guide 36
  • A Directory of Hispanic Social MediaMarketing ResourcesBy Yeniret Prokesch Founded in 2004, WOMMA has approximately 300 member companies. They include marketers and brands that use word-of-A GROWING NUMBER OF organizations and groups are available mouth marketing to reinforce their core customers and to reach outas resources for marketers wishing to get more involved in Hispanic to new consumers, agencies that deliver word-of-mouth servicessocial media. Below is a summary of who the different players are: and technologies, researchers that track the word-of-mouth experience and offline and online practitioners. More information about WOMMA is available at PUBLIC RELATIONS ASSOCIATIONThe Hispanic Public Relations Association (HPRA) is a nationalmembership organization dedicated to providing professional ASSOCIATION OF HISPANIC ADVERTISING AGENCIESdevelopment, career advancement and networking opportunities The Association of Hispanic Advertising Agencies (AHAA) is thefor marketers in the corporate, government, non-profit and agency national organization of firms that specialize in marketing to thefields. Founded in 1984, HPRA is the oldest Hispanic marketing nation’s more than 46 million Hispanic consumers.organization in the nation and has chapters in Los Angeles and NewYork. In 2010, HPRA announced a national initiative that will lead to AHAA promotes the strength of the Hispanic marketing andthe creation of new chapters in Dallas, Miami and other cities. advertising industry. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience andHPRA is a co-founder of the Hispanic PR & Social Media Conference professionalism that deliver Hispanic market success for clients.that is celebrated yearly in May and whose strong focus is on AHAA agencies help organizations gain market share, increasetopics of Hispanic social media marketing. The organization is also revenue and grow profits by delivering the messages to reachresponsible for the annual PRemio Awards which is held annually America’s Hispanic consumers with an estimated buying power ofin Los Angeles in the Fall and the Hispanic PR Awards, which is the nearly $1 trillion. More information is available about AHAA atindustry’s first and only annual competition about Hispanic PR and media.Thanks to HPRA many of its members have moved on to successfulcareers in the field. Also, the HPRA Scholarship Program is one ofthe largest in the country and has helped many leading Hispanicprofessionals in the field achieve top positions in the corporate,agency, government, and non-profit world of communications. More HISPANIC PR BLOGinformation about HPRA is available on their web site, A division of Miami-based Hispanic Media Trainers, LLC, the Hispanic PR Blog is the leading marketing trade journal focused on Hispanic public relations and social media news and views. Hispanic PR Blog co-publisher and marketing executive Manny Ruiz is the organizer of the annual Hispanic PR & Social Media Conference held each May and is also the publisher of the annual U.S. Hispanic Social Media Guide.WORD OF MOUTH MARKETING ASSOCIATION (WOMMA) The Hispanic PR blog provides daily insights on current PR strategies, Case Studies, multicultural social and political issuesThe Word of Mouth Marketing Association (WOMMA) is the leading and keeps readers updated with anything that is happening in thetrade association in the marketing and advertising industries that Hispanic public relations, marketing and social media industries.focuses on word of mouth, consumer-generated and social media The blog is a national partner of the Hispanic Public Relationsplatforms including marketing techniques such as buzz, viral, Association and frequently conducts regional roundtables andcommunity, and influencer marketing, as well as brand blogging. national webinars focused on Hispanic social media best practices.The organization is committed to developing and maintaining More information about the blog is available atappropriate ethical standards for marketers, identifying meaningful standards and defining “best practices” for the industry. continued on page 38 2010-2011 U.S. Hispanic Social Media Guide 2010 37
  • A Directory of Hispanic Social MediaMarketing Resources, cont.LATISM (LATINOS IN SOCIAL MEDIA)Latinos in Social Media (LATISM) is an organization of socialmedia professionals of Hispanic origin. Based primarily in NewYork, LATISM members include bloggers, marketers, twitterusers, social network group leaders, e-commerce ownersand others. LATISM members actively host different regionalevents and Twitter parties throughout the year in different partsof the country. For more information go to is a community group that allows Latino twitter users(or twitteros) to connect and continue their conversation viaprofiles, groups, discussion boards, occasional live chats forspecial events, photos, and music.Twitteros also offer its customers a world of mouth modelbecause twitteros are, by nature, influential in their networks,both online and offline. Many Twitteros have blogs and profileson other social networks (Facebook, LinkedIn, etc…).According to, 50% of Twitteros visitors arefemale and 50% are is divided into different sections such as Main,Invite, My Page, Comunidad, Blogazina and Advertisingsections. It also features some categories that people areactively tweeting about such as Art, Business, Culture,Environment, Immigration, Marketing/PR, Politics, Religion,Tech and many more. 2010-2011 U.S. Hispanic Social Media Guide 2010 38
  • Hispanic PR Census Results Show Marketing ProsFeel PR Best Suited to Lead Social MediaTHE RESULTS OF THE FOUR-MONTH LONG Hispanic PR Census, Conference in Dallas where the results were released. Only sevenan initiative that garnered responses to eight questions from more percent of the respondents said social media belonged in the fieldthan 319 marketing professionals who work in Latino PR and/or social of advertising versus 47% for PR, 15% for digital agencies, 21%media, shows a large percentage feel PR or other fields are better for a stand-alone social media field and even 10% for none of thesuited to lead social media initiatives in comparison to advertising. A above.surprising 76% also said that they have worked on a Hispanic social A PDF copy of all 10 questions and their answers are available formedia-related campaign in the past year. download by clicking“Even if you argued that the Hispanic PR Census skewed to attract uploads/2010/05/Hispanic-PR-Census-Results.pdf.responses from professionals in PR and social media it is interesting The results of the Hispanic PR Census were presented at theto note how strongly these same professionals feel that social media is Advancing Diversity opening reception of the Hispanic PR & Socialbest suited for PR and not advertising,” said Manny Ruiz, Hispanic PR Media Conference in Dallas that was sponsored by the PublicBlog publisher and the organizer of the Hispanic PR & Social Media Relations Society of America (PRSA).  2010-2011 U.S. Hispanic Social Media Guide 2010 39
  • U.S. HISPANIC SOCIAL MEDIAFACTS: A 2010 SNAPSHOT Following is a snapshot of the latest facts and studies that best illustrate the current trends in Hispanic social media and marketing. The data also includes research results that illustrate how marketers view Hispanic social media and marketing, and their perceptions of how Hispanics use social media. Our facts come from research company Mintel International, Los Angeles advertising agency Orci, the 2010 AOL Hispanic Cyberstudy, research firm Sophia Mind(of parent company Bolsa de Mulher) Arbriton’s Twitter Usage in America study with Edison research, Synovate’s 2008 Diversity Markets Report, The Pew Hispanic Center Latinos Online Study, and mobile marketing firm, Hipcricket. Hispanic population growth has been substantial, surpassing just about every attempt to gauge its future trend. SOURCE: Hipcricket continued on page 41 2010-2011 U.S. Hispanic Social Media Guide 2010 U.S. Hispanic Social Media Guide 40
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. HISPANIC ONLINE CONSUMPTION HABITS • Hispanics have transferred some of the same offline media consumption attitudes and behaviors into the online space. These internet users navigate the web in English and/or Spanish, and continue to adopt new online technologies and applications at faster speeds. • Offline, Spanish-dominant and bicultural Hispanics have less of a stigma regarding advertising in general and this sentiment has transferred those attitudes to their online experience. Hispanics that use the internet frequently are more incline to respond to an internet advertisement than non- Hispanics. They respond to email advertising twice as often as their non-Hispanic counterparts. Online Hispanics perceive internet advertising as a source of valuable insights and an opportunity to secure the essentials in order to navigate the web successfully. • Education also plays an important role in determining who is online. Hispanic internet usage has a strong correlation to education levels. Nine in 10 (89%) Hispanics with a college degree and 70% of Hispanics that have completed high school are online. Only 31% of Hispanics that have not completed high school use the internet. (Source: Mintel Oxygen 2010) A PROFILE ON THE HISPANIC INTERNET USER They are young, affluent, have large households and are “more enthusiastic about the benefits of the Internet than [is] the general market.” What’s more, the study shows that Hispanics are more sophisticated technology users. SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 continued on page 42 2010-2011 U.S. Hispanic Social Media Guide 2010 41
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. The number of Hispanics online has grown significantly since 2002--faster than the total US online population. SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 continued on page 43 2010-2011 U.S. Hispanic Social Media Guide 2010 42
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. Hispanics have a high regard for the internet as a medium for information and socialization SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 continued on page 44 2010-2011 U.S. Hispanic Social Media Guide 2010 43
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 One of the reasons why many Hispanics prefer English content is their mistrust of sites in Spanish, which often are little more than literal translations of English content. Only 3% of respondents found Spanish language sites more trustworthy and useful than those in English, leaving an important percentage of the Hispanic segment feeling under served. SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 continued on page 45 2010-2011 U.S. Hispanic Social Media Guide 2010 44
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010 TWITTER USAGE AND HISPANICS Twitter Usage In America 2010, Arbitron/Edison Research continued on page 46 2010 U.S. Hispanic Social Media Guide 2010-2011 U.S. Hispanic Social Media Guide 45
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. Twitter Usage In America 2010, Arbitron/Edison Research Twitter Usage In America 2010, Arbitron/Edison Research continued on page 47 2010 U.S. Hispanic Social Media Guide 2010-2011 U.S. Hispanic Social Media Guide 46
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont.HISPANIC WOMEN AND SOCIAL MEDIAHispanic women in the U.S. are one of the fastest-growing online demographics.Social networks represent a huge opportunity for marketers trying to reach Latinas -- but many in this growing audience believe theyare being poorly served by such nets.(Source: The Use of Social Networks by Latin Women, Sophia Mind, May 2010) • 38% percent of Hispanic women in the U.S. say these networks lack content created especially for their unique interests(Source: Sophia Mind, May 2010) • Facebook is the social network used most by U.S. Hispanic women Followed by Twitter, Hi5, MiGente, Univision and Bebo (Source: Sophia Mind, May 2010) • Other networks visited by women are Tagged,Buzznet, and MySpace. (Source: Sophia Mind, May 2010) • While American women use social networks mostly to connect with friends and family, women in all the countries surveyed use such venues to find information on products and services. (Source: Sophia Mind, May 2010) • In all countries, more than 85 percent of Latinas visit social networks on a regular basis. (Source: Sophia Mind, May 2010) • But when it comes to U.S. Hispanic women, only 21 percent feel social networks meet their needs. (Source: Sophia Mind, May 2010) • Their main complaint, according to the study, is the lack of specific content for Latinas and the lack of an increased participation of Latinas in social networks. (Source: Sophia Mind, May 2010)2010 HISPANIC MARKETING TRENDS SURVEYA natioal survey by advertising agency Orci reveals that despite buzz about social media, marketers are still not investing as much on thismedium as more traditional ones. SOURCE: Orcí, 2010 continued on page 48 2010-2011 U.S. Hispanic Social Media Guide 2010 47
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. SOURCE: Orcí, 2010 SOURCE: Orcí, 2010 continued on page 49 2010-2011 U.S. Hispanic Social Media Guide 2010 48
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. SOURCE: Orcí, 2010 SOURCE: Orcí, 2010 continued on page 50 2010-2011 U.S. Hispanic Social Media Guide 2010 49
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. SOURCE: Orcí, 2010MOST POPULAR WEBSITES FOR HISPANICS AND HISPANIC SOCIAL Base: 297 Hispanics aged 18+ with internet accessMEDIA PLATFORMSWebsites preferred by Hispanics HispanicNot surprisingly, the websites visited by Hispanics on a regular 29 %basis (an average of at least two times a week) include sites inEnglish like Facebook and MySpace, as well as properties in 43 %Spanish such as; Telemundo and They also include 6%Batanga, where users can select the language of their choice 13 %(English or Spanish). Batanga is an up-and-coming bicultural andbilingual sites that focuses on music and entertainment. Batanga 13 %is a great example of a site that is looking to fill the ever-growing 7%niche of bicultural Hispanics regardless of language preference. None of the above 45 %FIGURE 23: Websites regularly visited by Hispanics, November2008 SOURCE: Mintel 2010HISPANIC SOCIAL MEDIA PLATFORMS networking mechanisms to capture the attention of customersSix years ago social media networking sites were predicted to and get their feedback. Hispanic users have also begun tobecome extremely popular amongst Hispanics, but then Facebook realize the value of vertical social initiatives built aroundand Myspace started taking over, causing most of these sites specific content strategies like entertainment and professionalto lose traffic and eventually shutdown. Yet few are still working networking that caters to the various needs of the Hispanictowards reinventing themselves in hopes of attracting the ever- consumer. (Source: Mintel 2010)growing Hispanic Internet user. • and remain atMoreover, A number of websites are beginning to use social the top because of the content and functionality they continued on page 51 2010-2011 U.S. Hispanic Social Media Guide 2010 50
  • U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT, cont. offer as portals. Newcomer opinions and content observe a utilitarian point of view., owned by ImpreMedia, the largest Spanish- These online communities go beyond casual chatter; language newspaper company in the U.S., is beginning ideas here are presented for the betterment of the to gain momentum with its extensive local and regional community. Members participate in these organizations’ coverage. These online properties stem from a traditional online settings for professional growth and visibility. channel: print, radio, or TV. They also offer additional Websites like and target functionality to attract users. Most of these sites have begun primarily bicultural Hispanics.(Source: Mintel Oxygen, adopting social networking capabilities within their suite of 2010) tools. Their primary function, however, is that of a media company. They target primarily Spanish-dominant and some Many brands lack an online Hispanic marketing strategy and bilingual Hispanics. are missing this opportunity for growth. Some companies have developed a Spanish-language landing page or an • Hispanic portals and search engine websites like espanol. English-language culturally relevant site for Hispanics that or are either the Spanish- is informational, but not content-driven. The key for brands language version of general market portals or purely is to use this medium to foster interactivity by engaging in a dedicated to the Hispanic consume such as dialogue with online Hispanics that use social networks. Most of these properties continue to add new tools and technology like social networking tools and online Social networking trends video content, as these are adopted by online users. They Hispanic internet users continue to follow the general market target Spanish-dominant and bilingual online Hispanics. trend towards a richer internet experience. • Hispanics social media networks, such as Social media have three significant characteristics: and provide Hispanic users with multiple • Participation applications to share and discuss, with the ultimate purpose of belonging to a discrete community of users (your friends). • user-generated content Lately there has been an increase in traffic and new profiles being created by Spanish-dominant and bilingual Hispanics • audience fragmentation looking for culturally relevant content. Although most social networking sites are popular among young adults, older This is in contrast to the older or traditional internet where Hispanics have a greater presence than their non-Hispanic users were limited to viewing. Online Hispanics in the new web counterparts. environment can own and exercise control over the content they generate. Social media Hispanic users develop opinions, • Category-specific social networks such as music social perspectives, and impressions of brands and create content networking sites are online properties built around music (participation and user-generated content). The content is and entertainment. Registered users of internet sites like shared (user participation) and distributed across an entire and can rank songs or share platform (like, Cyloop, TintaFresca) music, pictures, video and chat within communities made up of similar participants. Since it promotes user-generated of different Latin music genres, bands, or artists. content and individual participation, social media fragment online Hispanics into discrete groups (Latin music fans will go • Professional social networking sites such as to websites like Cyloop, while web TV aficionados will populate and target professional sites like These groups are distinct because they fulfill Hispanics and offer content that is relevant to professionals specific needs of the Hispanic consumer while expressing while promoting networking within a career or professional- opinions on diverse topics. ( Source: Mintel/Oxygen 2010) oriented environment. The Hispanic social networking space remains up for grabs, • Hispanic blogs rely on an open type architecture that makes none of the top Spanish-language websites dominate this it easy for the blogger or its readers to post short comments. market. Portals like Yahoo en Español and MSNLatino These sites continue to grow in number and coverage and remain strong with regards to entertainment news, classified most blog about politics, news and entertainment from a channels, and online video, but lack a robust music Hispanic cultural perspective. English-language blogs like channel offer. There are those Hispanics that are users and target primarily bicultural of social networking sites and are opting for verticals like and retro-acculturated Hispanics. entertainment-related (bilingual) or professional social networks such as (English-only). • Educational and professional camaraderie is one of the focuses of these types of professional organizations. Online Source: Mintel/Oxygen 2010 2010-2011 U.S. Hispanic Social Media Guide 2010 51
  • The WOMMA Guide to Disclosurein Social Media MarketingTHE WOMMA ETHICS CODE IS THE CORNERSTONE FOR (b) a relationship between an advertiser and a blogger (such as anprudent practices in the WOM industry. In light of the December employment relationship).2009 effective date of the Federal Trade Commission (FTC)Guides Concerning the Use of Endorsements and Testimonials in Scope and Purpose of the WOMMA Guide to Disclosure inAdvertising, WOMMA leadership responded to member demand foradditional meaningful disclosures for social media marketing. This Social Media Marketingis a continuation of an effort started in 2008 when WOMMA began This document provides best practices in light of the FTC Guide thatformalizing best practices by engaging industry leaders, members, was released last year. It is not WOMMA’s intent for this documentnon members, academics and consumers. The process included: to replace your company’s legal advice or practices but rather to enhance it. As social media is ever-changing, the WOMMA Disclosure Guide will be a living document – continuing to be refined • Launching the inaugural Living Ethics process in to reflect evolving industry best practices. November 2008 at the WOMMA Summit, leading to meaningful changes to the WOMMA Code in 2009; Key online platforms covered in this Guide include, but are not limited to blogs, microblogs (e.g., Twitter), online comments, social networks, • Convening an expert panel in September 2009 to address video sharing websites, photo sharing websites, and podcasts. transparency and disclosure in social media; Clear and Prominent Disclosure • Creating the Living Ethics Blog to allow comments/ questions concerning transparency and disclosure in social No matter which platform is used, adequate disclosures must be media; clear and prominent. Language should be easily understood and unambiguous. Placement of the disclosure must be easily viewed • Incorporating feedback from the Living Ethics Blog to and not hidden deep in the text or deep on the page. All disclosures create the first draft of this WOMMA Guide to Disclosure; should appear in a reasonable font size and color that is both readable and noticeable to consumers. • Presenting the preliminary Disclosure Guide at the 2009 WOMMA Summit and re-opening the Living Ethics Blog Disclosure Best Practices from November 18 thru January 4, 2010 to obtain public comments and: As stated above, bloggers are required to disclose “material connections” to advertisers. Listed below is sample disclosure • Formalizing final recommendations for industry use. language, organized by the platform used. Alternative, but substantively comparable, language may also be used where appropriate.Social Media and the Responsibilities of Advertisers,Marketers and Bloggers Personal and Editorial BlogsWith the rising popularity of social media websites from blogs toTwitter to Facebook, the issue of ethical word of mouth marketing has product or sample company name • I received _____________________ from _____________________taken on new prominence. Many brands and agencies are designing company name product or sample ___________________ sent me ___________________word of mouth marketing programs to foster relationships with socialmedia participants. (Those participants or speakers are referred to inthis document as “bloggers.”) Product Review BlogsConsumers have a right to know the sponsor behind advertisingmessages that could influence their purchasing decisions, but key product or sample company name • I received _____________________ from _____________________information is not always adequately disclosed in a social media to reviewcontext. Thus, for testimonials and endorsements delivered to company name • I was paid by _____________________ to reviewconsumers through social media - - whether by consumers, experts,celebrities, or organizations - - the FTC requires advertisers and Additionally for product review blogs, WOMMA strongly recommendsbloggers to disclose all “material connections.” Such “material creating and prominentlyconnections” may be defined as any connection between a blogger posting a “Disclosure and Relationships Statement” section on theand an advertiser that could affect the credibility consumers give blog fully disclosing how ato that blogger’s statements. Important examples of “material review blogger works with companies in accepting and reviewingconnections” include (a) consideration (benefits or incentives such as products, and listing any conflictsmonetary compensation, loaner products, free services, in-kind gifts,special access privileges) provided by an advertiser to a blogger, or of interest that may affect the credibility of their reviews. continued on page 52 2010-2011 U.S. Hispanic Social Media Guide 2010 52
  • The WOMMA Guide to Disclosure in Social Media Marketing, cont.Providing Comments in Online Discussions product or sample company name • I received _____________________ from _____________________ company name • I was paid by _____________________ product or sample company name• I received _____________________ from _____________________ Additionally, WOMMA strongly recommends posting a full company name• I was paid by _____________________ description or a link on your video company name• I am an employee [or representative]of _____________________ and/or photo sharing profile page directing people to a “Disclosure and Relationships Statement.”Microblogs PodcastsInclude a hash tag notation, either: Include, as part of the audio content and part of the written• #spon (sponsored) description:• #paid (paid) product or sample company name • I received _____________________ from _____________________• #samp (sample) company name • I was paid by _____________________Additionally, WOMMA strongly recommends posting a link on yourprofile page directing Additionally, WOMMA strongly recommends posting a fullpeople to a full “Disclosure and Relationships Statement.” This description or a link directing people to a “Disclosure andstatement, much like the one Relationships Statement.”WOMMA recommends for review blogs, should state how you workwith companies inaccepting and reviewing products, and listing any conflicts of interestthat may affect thecredibility of your sponsored or paid reviews.Status Updates on Social Networks product or sample company name• I received _____________________ from _____________________ company name• I was paid by _____________________If status updates are limited by character restrictions, the bestpractice disclosure requirementis to include a hash tag notation of either #spon, #paid or #samp.Additionally, WOMMAstrongly recommends posting a full description or a link on your socialnetwork profile pagedirecting people to a “Disclosure and Relationships Statement.” Notethat if an employee blogsabout his or her company’s products, citing the identity of theemployer in the profile may notbe a sufficient disclosure. Bloggers’ disclosures should appear closeto the endorsement ortestimonial statement they are posting.Video and Photo Sharing WebsitesInclude as part of the video/photo content and part of the writtendescription: 2010 U.S. Hispanic Social Media Guide 2010-2011 U.S. Hispanic Social Media Guide 53
  • Continuation of Stories2010 US Hispanic Social Media Roundtable Amy Zubizarreta: We are in the relationship business. So you touchcontinued from page 14 something that is warm and dear to us and, I understand what you were saying Jose, about the loyalty and the relationships at theagencies can survive as structured, I don’t think digital agencies can C level with managers but, I think more than ever, corporations,survive as structured. especially mid to upper managers, are being challenged. YouManny Ruiz: What about advertising agencies? know, they are being asked, we want you to do more with less, soJose Villa: Well, I don’t think they will survive as structured either, I advertising companies, PR, everyone needs to come to the tablemean I think that they are in the best position… and be much more creative that before, so that relationship may keep you, but if you are not succeeding, if you are not bringing inPaul Rand: They are… the numbers, I don’t care if you have been with that company 20Jose Villa: because they are the biggest accounts and have the years, you know, that relationship may go by the way side, it’s allC level relationships. I mean the people that are running their about results now.businesses now, I would argue that when the people on the client’s On their predictions for the coming year in Hispanic social mediaside, the decision makers, change, and become gen x’s and gen y’s,they are (going to be) in a whole lot of pain because the people that Jose Villa: People are still going to be trying to figure it out. I don’tare making decisions about who they hire, you know, who they still think there’s going to be any kind of game changing platform.have relationships with people at Leo Burnett…that’s where it gets Paul Rand: I think that in some ways the Hispanic and B2B aretricky… laggards in the marketing world. And I think what we are goingPaul Rand: What I think is that advertising has changed faster to see in the next year is just what we are seeing in the B2Bbecause they had the gun to their head. And the gun went there side, Hispanic is many of the things that have been learned justfour or five years ago with the client of the 30-second spot . I think conversationally, we will be further along the path, we will still bewhat you see are many more ad agencies that have become very trying to figure it out on the Hispanic side, but we will be in manyprogressive saying, we have to realize that we have many other ways where the general market is because the dollars are shiftingtools. It’s not uncommon for me to sit across an ad agency and they on a much bigger scale but I think you’ll find that we’ll have madewon’t even have an advertising campaign on the table, so what the much progress and I think if we do it really right, we’ll find out thatdefinition is of a marketing agency or communications agency, or we are not having a conversation about Hispanic social media, oradvertising agency, I think it’s changing very, very fast. social media at all, we’re talking about how do we make sure we are engaging with the audiences we are supposed to.Gavin Twigger: When interactive was hard years ago, when all thebig brands were jumping in interactive, they didn’t succeed because Marisa Treviño: I think there will be phenomenal growth in thethey didn’t know what they were pulling in house. I think the same Hispanic usage of social media, but I think the outlets for thething is going for mobile now, we have this mobile channel, well, vehicles will change.what is this mobile channel? What does it entail? You know can we Deborah Charnes: At Bromley we have additional task force andjust pull something in house? I mean a lot of times it doesn’t happen. it basically includes somebody from every single department, soI think the agencies, I think you’re right in saying, that the agencies we have people in every single department in our task force. Andthat are at the C level, that have the relationships already, as long as the purpose is to educate ourselves, but also the agency and ourthey are bringing the right people in, I think they will succeed. clients. Because I think we end up being the advocates but we stillJose Villa: I think they will succeed also. Because we were talking have that burdened to educate the clients and to convince thatabout one of the challenges of PR vs. Advertising is that the client of the ROI. Hopefully in the next year we will have more casebudgets are so much bigger, so they’ve got the money to do more studies, and of course I’m talking across the floor, all agencies willresearch, the follow up, for everything, the money in detail, to get have more case studies to prove the marriage.into it in much more detail, and I think that’s the big advantage that Ariel Corro: I think that Facebook is going to become the provideradvertising has… of your online identity for signing in everywhere and everyone isManny Ruiz: Yeah but I think social media changed the dynamic going to figure out how to integrate that.Paul Rand: It does, and I think that’s who your buyer is…Even David Henry: I agree with some earlier comments. I think firstinternally with clients, you will sit in a table like this, and whoever we need to take out the word Hispanic when we are talking‘gets it’ the most on the client side, will be the one who leads it. It about engagement. I think that’s really where things are goingmay be an ad person, a PR person, and it could be an interactive but whether it’s global or social media, I think that if we add theperson, but whoever gets it that could mean new leadership of Hispanic fact in there, I think some of the problem is that therewhatever new marketing is coming out and is really being redefined are so many companies out there that haven’t even gotten to stepby the people that really understand this paradigm that we are one with marketing to Latinos… I think we’re going to be having atalking about. similar conversation (next year)… continued on page 55 2010-2011 U.S. Hispanic Social Media Guide 2010 54
  • Continuation of Stories2010 US Hispanic Social Media Roundtable Who’s Best Suited to Lead Hispanic Socialcontinued from page 54 Media Marketing? continued from page 17Sonia Sroka: I actually have three trends that I see. One, mobileapps. Mobile apps are going to rule and we better start thinking PR AGENCY STRENGTHS AND WEAKNESSESabout mobile apps for our clients especially when it comes to Hispanic public relations agencies are weakest at such advertising-entertainment for the Hispanic market. Right now the market for related areas as creative, media buying, producing webisodes,mobile apps is $7 billion dollars in 2010 so that’s what’s estimated creating Apps and working with portals. Most clients wouldn’t dreamto be so that’s only going to continue to grow. I think the next thing of assigning some or any of these components to PR agencieswe are going to see is location, location, location; I think that as without the assistance of an ad agency.marketers we’re going to try to figure out how to connect our clientswith the location, you know like foursquare and Twitter. I think that’s On the plus side all of these components are elements that are usedgoing to be a key determinant to know where you’re shopping, what at the earlier stages of social media platform launches. After thatyou’re buying, I mean you’re going to be walking into a store and stage almost everything that follows is best suited to PR, includingwhen you check in, you will get coupons, told exactly where you social media platform management, partnership building, events,need to go… That’s where we’re going to be going and I think that blogger relations, crisis communications and ongoing social mediain terms of social media in general this is something that we need to community building. The latter piece is the one that requires theembed as part of what we do. Clients are going to start discovering most sustained effort and it is the one that in my opinion makesthat millennials are 90 million plus, tech savvy…we need them in our Hispanic social media effective in the long term. That’s the maincompanies, employers are going to have to provide those platforms reason why you can conclude that PR needs to play a lead role inand not only as businesses and employers but internally, so we’re Hispanic social media marketing.going to see changes in how internally our clients are going to startembracing technology because they are going to be forced to by all ADVERTISING AGENCY STRENGTHS AND WEAKNESSESthese newcomers to their companies. Like the Ying and the Yang, ad agencies are strong where the PRMonica Raugitinane: I think I would see an increase in localized and word of mouth marketing agencies are weakest. Ad agenciesmarketing. And what I mean is instead of targeting just Hispanics, excel at executing such marketing elements as creative, media buys,targeting El Salvadorians, or Central Americans and Mexicans- or events and webisodes, among others. The flip side is that mostSouth Americans instead of just general Hispanics… Hispanic advertising agencies are weakest where the PR agencies are strongest: one to one communications, earned media, crisis andAymee Zubizarreta: My prediction? Well, once the U.S. Censuscomes out with its results, alarm bells will be sounding in corporate ongoing engagement, among others.boardrooms across the country. Those senior level positions thatperhaps have been ignorant or just not wanting to grasp and WORD OF MOUTH MARKETING AGENCIESunderstand something that may be foreign to them, may be forced The biggest surprise I had in studying the implications of socialto do an about face and look at the Hispanic market much more media for different types of Hispanic marketing agencies was that atintently. On the Hispanic social media side, I concur with many least on paper, the ones best suited to lead Hispanic social mediapoints. I agree with (Sroka’s point about) mobile apps…we’ve marketing were not the traditional PR agencies (a second placeinvested in that and will continue to invest in that. We first rolled finisher) but the word of mouth marketing agencies. I can probablythem out in English then in Spanish, so I could see how many count in one hand the number of Hispanic PR agencies that cancorporations will follow through and do the same. Music will continue claim to be true word of mouth marketing agencies today but here’sto play an important role in connecting with Hispanics online and what makes these special: they have all the advantages of a PRon TV. We sponsored the Latin Billboards for a reason and we agency and most of the characteristics of the Hispanic digital agency.will continue to look for those areas where Hispanics convergeregardless of their level of acculturation. It will be interesting to see if the near future more and more Hispanic PR agencies redefine themselves as word of mouth marketingGavin Twigger: Sonia, you nailed it primarily with the Smartphone agencies. If I owned a PR firm, I definitely would consider this movepenetration. I think it’s going to be the end of the barriers to jumping because the footprint of Hispanic social media marketing is onlyon the social media platforms. That is going to go away. I think going to grow and even today more than 75% of the respondentswhoever mentioned the geo location…that’s going to be really who took a recent Hispanic PR Census survey reported that inpopular, and I think it’s really going to apply based on this sort of the past year they have helped execute a Hispanic social mediacollective culture, that the progressives, those are the people that will campaign.become the brand advocates that are going to take the informationback to the non-connected rest of the community. continued on page 55 2010-2011 U.S. Hispanic Social Media Guide 2010 55
  • Continuation of StoriesWho’s Best Suited to Lead Hispanic SocialMedia Marketing?continued from page 54THE FINAL ANALYSISPerhaps more important than what marketers want to do withHispanic social media are what the Latinos themselves will dowith it. The patterns show that more and more will be blogging,Facebooking and tweeting in 2011 than they do in 2010. Thisstrong growth pattern will continue for years to come andespecially as smart phones like the new iPhone and Android makesocial media even more ubiquitous than it is today.Another factor impacting the growth of Hispanic social media isthe place of traditional media. Univision and other TV networkscontinue to post great ratings at the expense of mainstream TVnetworks. Radio stations have had some struggles in the pastyear but they remain vibrant. Good ole Hispanic newspapers - thetruest, purest voices of many Latino communities nationwide -continue to fare well despite a tough climate for their mainstreamcounterparts. Against conventional wisdom new ones continue tosprout up in emerging Latino communities nationwide. Overall,despite the tough economic climate the nation just faced duringthe Great Recession of 2009, Hispanic media have proven quiteresilient.So what does this all mean to Hispanic social media marketing?It means that some things will not change immediately butchange they will. It also means that there’s room for everyone toparticipate at the Hispanic social media marketing table. At theend of the day, as a wise young marketing friend of mine saidrecently, “social media platforms are just tools. For every kind ofagency out there, what matters are not the tools themselves buthow you use those tools to engage Latinos.” The agencies that willfare best in this evolving world of Hispanic social media marketingare those who embrace that thought.  2010-2011 U.S. Hispanic Social Media Guide 2010 U.S. Hispanic Social Media Guide 56
  • About the PublishersManny Ruiz Angela Sustaita-RuizCo-Publisher, Hispanic PR Blog / PapiBlogger Co-Publisher, Hispanic PR BlogManny Ruiz is co-publisher of The Hispanic PR Blog, the leading Angela is co-publisher of The Hispanic PR Blog and president ofmarketing trade journal focused on Hispanic public relations and Hispanic Media Trainers, LLC, the parent company of the Hispanicsocial media, daddy-in-chief of the bilingual daddy parenting web PR & Social Media Conference and, thesite and the founder/organizer of the Hispanic PR nation’s first bilingual website dedicated to showcasing creative& Social Media Conference. The three organizations are business parenting tricks for fathers and mothers of all cultures. A longtimeunits of Hispanic Media Trainers, LLC. Hispanic public relations and marketing consultant, Angela hasPrior to launching his blog and national tradeshow business, Manny provided senior counsel to clients such as Unilever, Burger King,was President of Multicultural Markets and Hispanic PR Wire for PR Washington Mutual, Shell, AstraZeneca, Schering-Plough, andNewswire. Prior to PR Newswire’s acquisition of Hispanic PR Wire, the Texas Beef Council, among others wanting to reach diverseHispanic Digital Network and LatinClips in 2008, companies he audiences.founded, Ruiz was Chairman and CEO of HispaniMark, the parent Prior to consulting, Angela worked in Edelman Multicultural’scompany of these three businesses. New York and Austin offices, where she continuously deliveredA media trailblazer, former journalist, award-winning PR professional success for clients such as Kraft Foods, Hershey’s, Unilever,and dynamic keynote speaker on media trends, Ruiz is often sought Starbuck’s, the New York International Latino Film Festival, Pfizer,after for his expertise on media, PR and public affairs. A longtime Ortho-McNeil-Janssen, Schering-Plough, and McKesson. Angelamember of the Public Relations Society of America (PRSA), Ruiz is played a leading role with award-winning Hispanic and generalthe immediate past co-chair of PRSA’s national diversity committee market PR campaigns including the 2004 Mercury Silver Awardand the host/co-founder of the organization’s national monthly for Client Product Launch: Hershey’s Kisses filled with Caramel,podcast “PRSA Diversity Today.” He has also served as a board and the 2003 Silver Anvil Award for Marketing Consumer Servicesmember of the PRSA Miami Chapter. – Healthcare: Together Rx.Prior to launching Hispanic PR Wire in 2000, Ruiz was a founder Prior to joining Edelman, Angela served as Internationaland media relations director of the National Hispanic Market Operations Supervisor for Cinemark, an international motionPractice of Porter Novelli. While at Porter Novelli, Ruiz played picture exhibitioner based in Dallas. While at Cinemark, shea central role in the success of the Florida anti-teen smoking worked closely with Latin American satellite offices to formulatecampaign “truth.” Ruiz spearheaded Florida media relations for the strategic marketing plans for Mexico, Argentina and Chile.“truth” campaign which for two consecutive years swept all of the Angela, a native Texan of Mexican descent, holds a B.A. in LatinPR industry’s most coveted awards including the PRSA Silver Anvil American Studies from Baylor University.Award of Excellence and the PR Week Health Campaign of the Year.Before entering the PR profession, Ruiz was a police beat reporterfor The Miami Herald. He was part of the editorial team that in1992 was awarded the Pulitzer Prize for Community Service fortheir coverage of Hurricane Andrew. While he was a reporter, Ruizalso shot photographic documentaries in Cuba. His black and whitephotography from Cuba has earned him three exhibits, two solos anda national award.Ruiz, a Miamian of Cuban American descent, has a bachelors of artsdegree in history from Florida International University. 2010-2011 U.S. Hispanic Social Media Guide 2010 57