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How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
How American Companies are Reaching Tech Savvy Hispanic Communities
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How American Companies are Reaching Tech Savvy Hispanic Communities

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The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach …

The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach Hispanic communities in America. In this presentation, attendees will learn about big brands that are effectively reaching Hispanic communities with innovative and technology-focused campaigns.

This presentation was presented on June 13, 2012 at the Social Media Strategies Summit in Miami.

For more details: http://socialmediastrategiessummit.com/miami-2012/agenda.html

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  • Transcript

    • 1. How American Companiesare Reaching Tech-Savvy Hispanic Communities By Erica Swallow Tech Journalist & Director of Community, Contently
    • 2. “ Despite Hispanics being a minority population in the U.S., they are embracing technology faster than any other group here in the U.S. Louis Pagan Hispanicize & LATISM
    • 3. Hispanics are tech trailblazers of Latino households own at spend more time 60% least one video or Internet- 68% watching video on the enabled cell phone vs. 43% of Internet vs. non- the general market. Hispanic whites. Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
    • 4. Latinos rule social media Social Media Usage by Ethnicity By Percentage of Total Group 60 45 30 15 0 Facebook Twitter Geo Apps Hispanic African American Caucasian Sources: Pew Research Centers Internet & American Life Project, BIG Research
    • 5. Brands are reachingHispanic consumers in the U.S. throughonline and mobile programs that engageusers with culturally appropriate contentin places they already visit.
    • 6. 5 Strategies for Reaching Hispanic Audiences1) Host Dedicated Social Channels2) Take Advantage of Mobile Games3) Harness the Power of Video4) Take a Multi-Platform Approach5) Produce Bicultural Content
    • 7. 1. Host Dedicated Social Channels‣ Hispanics are the mostengaged group on socialmedia channels‣ More likely to followbrands, too!‣ So, build socialcommunities around yourHispanic customers Sources: Pew Research Centers Internet & American Life Project, Nielsen; Images via Mfayas
    • 8. Case Study: éne-bé-a‣ 15% of NBA fans were Hispanic upon launch (2009)‣ 400K Facebook Likes and 7,700 Twitter followers‣ 12% of English social channel fans are Hispanic
    • 9. Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia Vergara‣ Features ControlManía, social trivia game
    • 10. Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia Vergara‣ Features ControlManía, social trivia game
    • 11. 2. Take Advantage of Mobile Games‣ 65% use mobile phone asprimary access to Internet‣ U.S. Hispanics will spend$17.6 billion on mobiledevices and $500 million onmobile apps in 2012‣ 43% of Hispanics haveengaged in mobile games,compared with 33% ofInternet users as a whole Source: Burson Marsteller and Census 2010
    • 12. Mobile gaming apps are on top‣ Top four mobile app typespurchased by Hispanics:games (48%), songs (41%),navigation (24%), and books(23%)‣ Of Hispanics that ownapps, 84% say the apps areprimarily in English ‣ 13% about half in English and Spanish ‣ 3% primarily in Spanish Source: Zpryme Hispanic Insights Practice
    • 13. 3. Harness the Power of Video Monthly Time Spent in Hours:Minutes (Quarter 3 2011) 6:29 4:20‣ Hispanics spend moretime watching videos onthe Internet and mobile Watching Mobile Subscribers Video on Watching Video on Internet a Mobile Phone‣ 18 million U.S. Hispanicsvisit YouTube regularly 3:52 3:37 Hispanic Non-Hispanic White Source: Nielsen @Plan Q3’11, Pew Internet Study
    • 14. Case Study: Growing YouTube Offerings Bilingual programming targeted at young, U.S.-born Hispanics‣ Google is investing in Bilingual pop culture andexpanding Hispanic celebrity content featuring Sofiaprogramming Vergara Spanish language‣ Launched Hispanic entertainment and celebrity programmingchannels in April 2012 bringing Hollywood to Latin America Bilingual cultural programming supplying Latino- produced content
    • 15. Case Study: Kmart YouTube Series‣ “Madres y Comadres”portrays the uniquechallenges that Hispanicwomen and their familiesface today‣ Bicultural content inSpanish language‣ Series has garnered 2.4million pageviews
    • 16. 4. Take a Multi-Platform Approach‣ Consumers are everywhere, so your brandsshould be, too‣ Figure out where your customers gatherand meet them there‣ Traditional and emerging platforms
    • 17. Multi-brand, multi-platform is in Source: Hispanic PR Blog
    • 18. Case Study: Unilever Vive Mejor‣ Magazine, website, video,in-store events‣ Expanded to social mediain 2010 with Spanishlanguage channels‣ 200K Facebook Likesstrong‣ One-stop resource forbeauty and food advice
    • 19. 5. Produce Bicultural Content‣ Bicultural content A Look at Bicultural Hispanicsappeals to a person’sidentity, tastes, culture,heritage, value system‣ 50% of young Latinos(14-34) seek outbilingual/biculturalcontent, while 30% seek‘mainstream’ English-only content Source: 2011 report by Motivo Insights and the New Generation Latino Consortium & American Community Survey 2007-2009
    • 20. Case Study: Yahoo! Shine Latina‣ Launched June 2012‣ English content with nods to cultural identity, written bybicultural editorial staff‣ Yahoo! Insights study finds that readers prefer a cultural,not lingual approach‣ 3.57 million Hispanic visitors per month
    • 21. To Watch: Univision Meets ABC‣ Univision News and ABC News will launch a 24/7English language network in 2013‣ Targeting English-dominant and bilingual viewers‣ Will feature journalists from both companies
    • 22. “ Do those of us in marketing need to move beyond the ‘niche’ mentality when it comes to Hispanics and how they fit into our businesses? What happens when a niche market becomes mainstream? Jose Villa MediaPost
    • 23. 5 Strategies for Reaching Hispanic Audiences1) Host Dedicated Social Channels2) Take Advantage of Mobile Games3) Harness the Power of Video4) Take a Multi-Platform Approach5) Produce Bicultural Content
    • 24. ¡Gracias! Erica Swallowericaswallow.com @ericaswallow

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