The challenge of targeting The challenge of targeting   Bicultural Latinos  Cultural Chameleons                 By Gustavo...
The Cultural Chameleon in             actionAmerican culture     Latino culture                                      2
The Opportunity70% of Latinos are Bicultural                                3
The Opportunity     97% of online Latinos are using social         mediaSource: Simmons Winter 2008 & 2012,            4co...
Latinos are leading social media                       growth                                  Facebook - Bicultural Audie...
Latinos are more engaged on                  social networking sites                 Latinos in Social Media made up      ...
Latinos are more engaged on              social networking sites           Online Latinos are                twice as like...
Latinos are more engaged on              social networking sites         Online Latinos are                      three tim...
What clients say       “Why do I need a Latino Facebook       page?”       Target Latinos only in Spanish       Create a L...
#1 Cultural Chameleon       Mindset                        10
Do Bicultural Latinos live in two            worlds?                          CORE     American                        Lat...
Yet, they learn to make them      work in their favor                      CORE  American                        Latino Ma...
Latinos add interests rather than   replace them by new ones                         #1 Mindset   13
And are masters at code                             switching                                                 “… Our accen...
They change the hue depending              on the occasion        With White friends                             With Hisp...
íHola!             Hello…#2 Understandingthe language ofChameleons                      16
Things to Consider With                           Language                                                                ...
Spanish posts on an English page can lead to trouble…                   #2 Language   18
Speaking to Latinos? Be                             bilingual.http://www.clickz.com/clickz/column/2112139/challenging-lang...
Think Bilingual in terms of searchhttp://www.clickz.com/clickz/column/2112139/challenging-language-social-media           ...
Let consumers choose the        language        of interest                  #2 Language   21
Let consumers choose the language of interaction                      Spanish                     Spanglish               ...
Spanish still drives higher            engagement70% of Xfinity Latino’s Facebook fans have their browser set    to Englis...
#3 Targeting Chameleons in       Social Media                             24
Hard to Identify Latinos Online                       Bi-lingual Latinos                       might not have             ...
Facebook has a way of targeting           Latinos                    #3 Targeting   26
Yet, you might be missing  a bigger opportunity                          (000)                  #3 Targeting    27
Use behavior to identify the target                       #3 Targeting   28
Test/continue to track to ensure   that targeting is accurate                      #3 Targeting   29
Targeting communities might be a good way of identifying Latinos                     #3 Targeting   30
Leverage their Relations and          Topics         The Consumer      Relations   Themes                               31
#4 Relevancy as a way of Engaging Chameleons      • Social Graph      • Interest Graph                           32
Leverage their Social Network                              The Consumer                  Relations                     The...
Latinos have the Largest and Most      Diverse Friend Network                     #3 Relevancy   34
Leveraging the whole spectrum    of their social network                                35
Leverage their Social Interests                              The Consumer                  Relations                     T...
Leveraging the whole spectrum  of this cultural chameleon                                37
And they change colors depending          on the theme                    #3 Relevancy   38
Tap into their colorful mindset and                        interests            More American                       Bi-cul...
Politics with Latin colors                             40
Mainstream and Latino SM  strategies should complement each                 other                                         ...
Kmart – “Madres y Comadres”                              42
#4 Chameleons as   Influencers                   43
Rather than follow, Latinos todaywant to influence American culture                     #4 Influencers   44
They are inspiring a Social Media          revolution…                     #4 Influencers   45                           45
Crossover Latinos drives                             engagement                                   XFINITY Latino’s Faceboo...
Latinos are creators online                  #4 Influencers   47
Latinos are sharing their family                recipes with the masses on                          Pinteresthttp://pinter...
Latino TV shows are turning        mainstreamEnglish              Spanish                  #4 Influencers   49
Latino music as a wayof reaching non-Latinos      +500,000 Non-Hispanic users      listening to Latin music      +800,000 ...
ConclusionsThe new reality of Latinos is BiculturalChameleon change their colors depending oncontext and contentLeverage t...
CA Milk – Case Study                       52
@GusRazzetti               53
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Cultural Chameleons: Bicultural Latinos in Social Media

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The challenges of targeting Bicultural Latinos in Social Media. Bicultural Latinos are cultural chameleons they change their colors depending on context and content.
We need to leverage their social graph and Social Interests.

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  • Today’s Bicultural Latinos are at the center of two worlds, their native culture and American culture
  • that’s nearly 33 million!
  • 2008- 875,000 straddlers/navigators usedfacebook in the last month2012- 7,513,000
  • drove 30% of growth in social media, but make up only 15% of the population. And spend 2 more minutes per day than GM
  • Biculturalmom.com Code-switchingThey adapt, do whatever to be successful…Show contradiction…manipulation I often adjust my actions and words to fit the acceptable standards of the community we’re interacting with or to meet their expectations of us.
  • Amongst Hispanic friends we are friendly, cracking jokes and throwing out descriptive gestures …With my White friends, we’re loud and use a ton of obnoxious slang…With higher ups I take a more scholarly tone. I dress differently and have reserved gestures.
  • Spanish language seems the obvious way to go. Identify Latinos online by: language selected for tools used (browser, Twitter, etc.) or language in which the social conversation For example, Facebook allows people to select if they speak Spanish, Spanglish or Spanish and English. Unfortunately, most people either don't change or add these options.Also, considering that 67% of Hispanics browse the Internet only in English, language preference might be very limiting. So what happens with English-preferred Latinos?
  • BilingualTestFacebook has proven to be very effective for reaching Latinos. I encourage every brand to start building their Latino fan page if they haven't already.When naming page, avoid the Español name, even if your approach is to go Spanish only. Consumers expect an experience beyond language.For most brands, I recommend a bilingual approach. It's inclusive and has shown lots of positive reactions by understanding the reality of Latinos.Do bilingual postings: post simultaneously in both languages. It's becoming a well-received practice. Also, it's interesting to note that the same person might be reacting to both Spanish and English posts as you can see below. This is the true bilingual spirit.
  • If you go bilingual, think in terms of search when naming your page. For our client Valvoline, we created Garage Valvoline. The word garage not only is related to the nature of the community, but also has the same meaning in both English and Spanish.
  • Social graph (WHO people care about) is an online representation of your real-world relationships (the human icons), But the social graph has its limitations. It doesn’t offer a full picture of who you are, what you want or what you might need in your online experience.Interest Graph = WHAT people care about, is the online representation of your interests based on your social and search activity: What you share, who you follow, what you ‘like’, what you post in status updates, and what you type into the search bar.based on:What a consumer searches for (on Google, Bing, YouTube, Twitter, etc)What a consumer follows (on Facebook, Twitter, Google +1, Tumblr, Quora, etc) What a consumer expresses (as blog posts, tweets, pins, stashes, statuses, reviews, pictures, conversations, etc.)
  • Social graph (WHO people care about) is an online representation of your real-world relationships (the human icons), But the social graph has its limitations. It doesn’t offer a full picture of who you are, what you want or what you might need in your online experience.Interest Graph = WHAT people care about, is the online representation of your interests based on your social and search activity: What you share, who you follow, what you ‘like’, what you post in status updates, and what you type into the search bar.based on:What a consumer searches for (on Google, Bing, YouTube, Twitter, etc)What a consumer follows (on Facebook, Twitter, Google +1, Tumblr, Quora, etc) What a consumer expresses (as blog posts, tweets, pins, stashes, statuses, reviews, pictures, conversations, etc.)
  • This Tweet was in response to how to get more Latinos to participate in Politics
  • Latinos like to develop new ideas and make them their own:66% consider themselves a creative person.67% like to put things together in new ways.
  • “Orgullo Latino “sellsAcross all Acculturation levelsAcross all Digital behaviors
  • Cultural Chameleons: Bicultural Latinos in Social Media

    1. 1. The challenge of targeting The challenge of targeting Bicultural Latinos Cultural Chameleons By Gustavo RazzettiChief Strategy & Engagement Officer at Grupo Gallegos @GusRazzetti June 12, 2012 1
    2. 2. The Cultural Chameleon in actionAmerican culture Latino culture 2
    3. 3. The Opportunity70% of Latinos are Bicultural 3
    4. 4. The Opportunity 97% of online Latinos are using social mediaSource: Simmons Winter 2008 & 2012, 4comScore March 2012
    5. 5. Latinos are leading social media growth Facebook - Bicultural Audience +760% 2008 2012Source: Simmons Winter 2008 & 2012, 5comScore March 2012
    6. 6. Latinos are more engaged on social networking sites Latinos in Social Media made up twice their share of the populationSource: Simmons Winter 2008 & 2012, 6comScore March 2012
    7. 7. Latinos are more engaged on social networking sites Online Latinos are twice as likely to have a Pinterest accounthttp://www.emarketer.com/Article.aspx?id=1008877&R=1008877 7
    8. 8. Latinos are more engaged on social networking sites Online Latinos are three times more likely than Caucasians to login to their LinkedIn profile dailyhttp://www.emarketer.com/Article.aspx?id=1008877&R=1008877 8
    9. 9. What clients say “Why do I need a Latino Facebook page?” Target Latinos only in Spanish Create a Latino tab on General Market page Post in Spanish on their English wall 9http://www.clickz.com/clickz/column/2112139/challenging-language-social-media
    10. 10. #1 Cultural Chameleon Mindset 10
    11. 11. Do Bicultural Latinos live in two worlds? CORE American Latino Anglo friends SOCIALLY Latino family American lifestyle CULTURE Latino roots Career SUCCESS Home #1 Mindset 11
    12. 12. Yet, they learn to make them work in their favor CORE American Latino Mainstream- attuned SOCIALLY Family focused Bi-cultural kids CULTURE Latino traditions Professional SUCCESS Home-maker #1 Mindset 12
    13. 13. Latinos add interests rather than replace them by new ones #1 Mindset 13
    14. 14. And are masters at code switching “… Our accents change, our expressions, body language and even our whole attitudes fluctuate … Does it mean we’re being “fake”? – Chantilly Patiño Founder and Publisher of Bicultural Mom #1 Mindset 14http://www.biculturalmom.com/2012/04/11/code-switching-is-part-of-our-multicultural-identity/#axzz1wZyqmMvd
    15. 15. They change the hue depending on the occasion With White friends With Hispanic With higher ups Loud friends Scholarly Obnoxious slang Friendly Reserved dress and gestures Descriptive gestureshttp://www.biculturalmom.com/2012/04/11/code-switching-is-part-of-our-multicultural-identity/#axzz1xKkDyS1F #1 Mindset 15
    16. 16. íHola! Hello…#2 Understandingthe language ofChameleons 16
    17. 17. Things to Consider With Language Speaks Spanish, English and at times, Spanglish Preference and Spoken Language set to English… Even though “Spanglish” is an optionhttp://www.clickz.com/clickz/column/2080226/fight-targeting-latinos-online #2 Language 17
    18. 18. Spanish posts on an English page can lead to trouble… #2 Language 18
    19. 19. Speaking to Latinos? Be bilingual.http://www.clickz.com/clickz/column/2112139/challenging-language-social-media #2 Language 19
    20. 20. Think Bilingual in terms of searchhttp://www.clickz.com/clickz/column/2112139/challenging-language-social-media #2 Language 20
    21. 21. Let consumers choose the language of interest #2 Language 21
    22. 22. Let consumers choose the language of interaction Spanish Spanglish English #2 Language 22
    23. 23. Spanish still drives higher engagement70% of Xfinity Latino’s Facebook fans have their browser set to English, yet 60/80% of postings are in Spanish. #2 Language 23
    24. 24. #3 Targeting Chameleons in Social Media 24
    25. 25. Hard to Identify Latinos Online Bi-lingual Latinos might not have their preferences set to Spanish #3 Targeting 25
    26. 26. Facebook has a way of targeting Latinos #3 Targeting 26
    27. 27. Yet, you might be missing a bigger opportunity (000) #3 Targeting 27
    28. 28. Use behavior to identify the target #3 Targeting 28
    29. 29. Test/continue to track to ensure that targeting is accurate #3 Targeting 29
    30. 30. Targeting communities might be a good way of identifying Latinos #3 Targeting 30
    31. 31. Leverage their Relations and Topics The Consumer Relations Themes 31
    32. 32. #4 Relevancy as a way of Engaging Chameleons • Social Graph • Interest Graph 32
    33. 33. Leverage their Social Network The Consumer Relations Themes Latino Americans American Bicultural LatinoIn the In Latin USA America 33
    34. 34. Latinos have the Largest and Most Diverse Friend Network #3 Relevancy 34
    35. 35. Leveraging the whole spectrum of their social network 35
    36. 36. Leverage their Social Interests The Consumer Relations Themes Latino Americans American Bicultural LatinoIn the In Latin USA America 36
    37. 37. Leveraging the whole spectrum of this cultural chameleon 37
    38. 38. And they change colors depending on the theme #3 Relevancy 38
    39. 39. Tap into their colorful mindset and interests More American Bi-cultural More Hispanic • Lifestyle • Music • Politics • Appearance • News • Socializing • At Work • Sports (more • Food Hispanic • Holiday friends) celebrationsSource: Simmons Winter 2012 NHCS Adult Survey 12-month #3 Relevancy 39
    40. 40. Politics with Latin colors 40
    41. 41. Mainstream and Latino SM strategies should complement each other #3 Relevancy 41Source: Simmons Winter 2012 NHCS Adult Survey 12-month
    42. 42. Kmart – “Madres y Comadres” 42
    43. 43. #4 Chameleons as Influencers 43
    44. 44. Rather than follow, Latinos todaywant to influence American culture #4 Influencers 44
    45. 45. They are inspiring a Social Media revolution… #4 Influencers 45 45
    46. 46. Crossover Latinos drives engagement XFINITY Latino’s Facebook 6% Engagement rateSource: Zoom Social. 3/12 – 4/12 #4 Influencers 46
    47. 47. Latinos are creators online #4 Influencers 47
    48. 48. Latinos are sharing their family recipes with the masses on Pinteresthttp://pinterest.com/pin/176695985350339092/ #4 Influencers 48
    49. 49. Latino TV shows are turning mainstreamEnglish Spanish #4 Influencers 49
    50. 50. Latino music as a wayof reaching non-Latinos +500,000 Non-Hispanic users listening to Latin music +800,000 Non-Hispanic unique visitors. #4 Influencers 50
    51. 51. ConclusionsThe new reality of Latinos is BiculturalChameleon change their colors depending oncontext and contentLeverage their Social Graph and Social InterestsA specific Latino platform to complement overall socialmedia strategyLeverage Chameleons as influencers 51
    52. 52. CA Milk – Case Study 52
    53. 53. @GusRazzetti 53

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