Latinos and Social Media

LATINOS & SOCIALMEDIA
LATINOS
& SOCIAL MEDIA
Presented by: Irina Skaya
Twitter: @irinaskaya
Irina Skaya
@irinaskaya

Agenda
Why Market To Latinos?
Latino Culture and Identity Facts
Latinos & Social Media Landscape Overview
Social Networks, Blogging & Mobile Usage
Today’s Hispanic Social Media Marketing
Case Studies

WHY MARKET TO LATINOS?

How to MARKET TO LATINOS?

Quien son los Latinos en los Estados Unidos?
Latinoamericana
Spanish dominant (nearlyno English); Recent im-migrant as adult (<10 years)
Bi-cultural
Bi-lingual (equal ornearly); Immigrantas child or young adult
Americanizado
English dominant (nearlyno Spanish); Born in theUS; 3rd generation
Hispano
Spanish preferred(some English)
In US 10+ years
Nueva Latina
English preferred(some Spanish)Born in the US; 2ndgeneration
Source: America’s Latino Future, 2015 and Beyond. Geoscape. American Marketscape DataStream

Who Are the US Latinos Really?
ChangeAgents
Principle-Led
CulturalRevivers
AchievementBound
Source: “Latino Heritage Identity Initiative-Beyond Demographics”Starcom Media Vest Group & Telemundo Group

Latinos & social media

Hispanics Love and Trust the Internet
Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings than the opinions of their friends.
72%
Product Rating Sites
28%
Friends’ Opinions
AOL Hispanic Cyberstudy, 2010

Hispanics are younger and adopt online trends more quickly
46% of Online Hispanics are under 352
32% of Hispanics access the internet through smart phones compared with only 20% of the General Market4
Hispanics are nearly twice as likely to search the internet with an iPhone compared with the general market4
Sources: 2. Hispanic Cyber study 2010, AOL Advertising 2010 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research

Hispanics are a very social group with high usage of social media
17% of US Hispanics are Twitter Users5
10% of online Hispanics have recently checked in compared to 3% of white Americans6
54% of Hispanics regularly use Facebook compared with only 43% of white Americans4
Sources: 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research; 5. Twitter Usage in America 2010, Edison Research; 6. Geo Social SuveyData: Pew Research Center

It is culturally imperative to connect
The growing Hispanic middle class is super connected. 85% with a household income of $50,000+ are online
Hispanics are early adopters of mobile technology
Hispanics will spend money on what they really want. They spend 42% more on mobile devices and 35% more on data services than the average user
More than the language, it’s about the content
Hispanics are dynamic content creators and consumers
Entertainment content is the main appeal for online engagement
Multitasking: Part of the Hispanic DNA

Top Ten Social Networking Sites
Among all Hispanics by reach
Source: ComScore June 2010. Percent reach here is the percent of all Hispanic internet users.

Blogging Frequency
Latina bloggers are active contributors. Most, (57%) write twice or more blog posts a week. Only 2% post less than once a week.
The three most popular topics include Parenting (62.7%), Latino Issues (54.4%), and Heritage/Culture (18.2%). Other popular topics include cooking/recipe, beauty/fashion, and art/technology.
Less than once a week
Once a week
Daily or more
Twice or more
a week
Source: Latina Bloguera Survey – 2010

Reasons For Blogging
Most Latinas blog to share their opinion (45%) and to connect with others (44%). Top other reason: to market their business or product (24%).

Languages in Blogging
Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%)

Where To Find Latino(a) Bloggers
Hispanics—especially women—have been leaders in social media, partly because they are among the quickest of the demographics to adopt new technologies, but also because they tend to be a highly social group, eager to interact
Video: Meet Latina Bloguera

Mobile Device Use By Hispanics
Source: Marketingcharts.com, April 2011

Mobile Use
Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%).

CURRENT state of HISPANIC SOCIAL MEDIA MARKETING

Social Media Tools
Same social media tools are used to target both the mainstream and Hispanic markets
Facebook
Twitter
Blogs
YouTube
LinkedIn
Mobile
MySpace
Hispanic
Mainstream
Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey

Social Media Budgets
Social media budgets are expected to increase in the next fiscal year for both the main-stream (58%) and Hispanic markets (60%).
Hispanic
Mainstream
Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey

Important Attributes When Choosing One Brand Over Another
Opinions/reviews on blog
Industry/expert ratings
Customer reviews/ratings
Recommended by friend/relative
Source: comScore Custom Study on the US Online Hispanic Market; Persons 13+; June and October, 2010

Hispanic social media marketing case studies

McDonald’s Leverages Social Media To Be
Culturally Relevant to US Latinos
Social Media Marketing Overview:
Nearly 8.7MM Facebook fans
132K Twitter followers
6K Foursquare check-ins per day
2BN Youtube views per day
Hispanic Marketing Effort: 2010 World Cup on Facebook
The program was promoted in English and Spanish and drove both engagement and conversation
Nearly 20,000 people used the program
More than 11,000 shared the program on Facebook
Source: www.ana.net

NBA Uses Social Media To Elevate Hispanic Fan Base Interaction
Social Media Marketing Overview:
288K+ Facebook Fans
2.9K Twitter Followers
2K Que Pasa Friends
1K MySpace Friends
“Social media is a key component to our Hispanic marketing strategy. It allows our fans to engage with our sport and our players on a more personalized level,” - Saskia Sorrosa, Senior Director of U.S. Hispanic Marketing at the NBA

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Latinos and Social Media

by Irina Skaya

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