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How American Companiesare Reaching Tech-Savvy Hispanic Communities                     By Erica Swallow   Tech Journalist ...
“   Despite Hispanics being a minority    population in the U.S., they are    embracing technology faster than any    othe...
Hispanics are tech trailblazers       of Latino households own at                                      spend more time 60%...
Latinos rule social media             Social Media Usage by Ethnicity                    By Percentage of Total Group  60 ...
Brands are reachingHispanic consumers in the U.S. throughonline and mobile programs that engageusers with culturally appro...
5 Strategies for Reaching Hispanic Audiences1) Host Dedicated Social Channels2) Take Advantage of Mobile Games3) Harness t...
1. Host Dedicated Social Channels‣ Hispanics are the mostengaged group on socialmedia channels‣ More likely to followbrand...
Case Study: éne-bé-a‣ 15% of NBA fans were Hispanic upon launch (2009)‣ 400K Facebook Likes and 7,700 Twitter followers‣ 1...
Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia V...
Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia V...
2. Take Advantage of Mobile Games‣ 65% use mobile phone asprimary access to Internet‣ U.S. Hispanics will spend$17.6 billi...
Mobile gaming apps are on top‣ Top four mobile app typespurchased by Hispanics:games (48%), songs (41%),navigation (24%), ...
3. Harness the Power of Video                                    Monthly Time Spent                              in Hours:...
Case Study: Growing YouTube Offerings                                          Bilingual                                  ...
Case Study: Kmart YouTube Series‣ “Madres y Comadres”portrays the uniquechallenges that Hispanicwomen and their familiesfa...
4. Take a Multi-Platform Approach‣ Consumers are everywhere, so your brandsshould be, too‣ Figure out where your customers...
Multi-brand, multi-platform is in                                    Source: Hispanic PR Blog
Case Study: Unilever Vive Mejor‣ Magazine, website, video,in-store events‣ Expanded to social mediain 2010 with Spanishlan...
5. Produce Bicultural Content‣ Bicultural content                                               A Look at Bicultural Hispa...
Case Study: Yahoo! Shine Latina‣ Launched June 2012‣ English content with nods to cultural identity, written bybicultural ...
To Watch: Univision Meets ABC‣ Univision News and ABC News will launch a 24/7English language network in 2013‣ Targeting E...
“    Do those of us in marketing need to    move beyond the ‘niche’ mentality    when it comes to Hispanics and how    the...
5 Strategies for Reaching Hispanic Audiences1) Host Dedicated Social Channels2) Take Advantage of Mobile Games3) Harness t...
¡Gracias!  Erica Swallowericaswallow.com  @ericaswallow
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 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

Published in: Business, News & Politics
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  • Transcript of "How American Companies are Reaching Tech Savvy Hispanic Communities"

    1. 1. How American Companiesare Reaching Tech-Savvy Hispanic Communities By Erica Swallow Tech Journalist & Director of Community, Contently
    2. 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. 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. 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. 5. Brands are reachingHispanic consumers in the U.S. throughonline and mobile programs that engageusers with culturally appropriate contentin places they already visit.
    6. 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. 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. 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. 9. Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia Vergara‣ Features ControlManía, social trivia game
    10. 10. Case Study: XFINITY Latino‣ Launched in January to complement expanding content‣ Benefits from celebrity spokeswoman Sofia Vergara‣ Features ControlManía, social trivia game
    11. 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. 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. 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. 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. 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. 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. 17. Multi-brand, multi-platform is in Source: Hispanic PR Blog
    18. 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. 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. 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. 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. 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. 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. 24. ¡Gracias! Erica Swallowericaswallow.com @ericaswallow
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