Cultural Chameleons: Bicultural Latinos in Social Media

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

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, 4comScore March 2012

Latinos are leading social media growth Facebook - Bicultural Audience +760% 2008 2012Source: Simmons Winter 2008 & 2012, 5comScore March 2012

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

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

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

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

#1 Cultural Chameleon Mindset 10

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

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

Latinos add interests rather than replace them by new ones #1 Mindset 13

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

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

íHola! Hello…#2 Understandingthe language ofChameleons 16

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

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-language-social-media #2 Language 19

Think Bilingual in terms of searchhttp://www.clickz.com/clickz/column/2112139/challenging-language-social-media #2 Language 20

Let consumers choose the language of interest #2 Language 21

Let consumers choose the language of interaction Spanish Spanglish English #2 Language 22

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

#3 Targeting Chameleons in Social Media 24

Hard to Identify Latinos Online Bi-lingual Latinos might not have their preferences set to Spanish #3 Targeting 25

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 Themes Latino Americans American Bicultural LatinoIn the In Latin USA America 33

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 Themes Latino Americans American Bicultural LatinoIn the In Latin USA America 36

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-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

Politics with Latin colors 40

Mainstream and Latino SM strategies should complement each other #3 Relevancy 41Source: Simmons Winter 2012 NHCS Adult Survey 12-month

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 Facebook 6% Engagement rateSource: Zoom Social. 3/12 – 4/12 #4 Influencers 46

Latinos are creators online #4 Influencers 47

Latinos are sharing their family recipes with the masses on Pinteresthttp://pinterest.com/pin/176695985350339092/ #4 Influencers 48

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 Non-Hispanic unique visitors. #4 Influencers 50

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

CA Milk – Case Study 52

@GusRazzetti 53

Cultural Chameleons: Bicultural Latinos in Social Media

by StrategicSense on Jun 15, 2012

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