Reaching U.S. Hispanics <br />In the Age of Social Media<br />@joekutchera<br />October 13, 2011<br />
The Rules of Social Media Were Actually Written Long Before the Internet<br />Malcolm Forbes<br />“To seduce almost anyone...
@joekutchera<br />
Cell Phone Penetration by Ethnicity<br />3<br />Source: Simmons NCS/NHCS, Fall  2007 - 2010 Adult Full Year,  (Oct 2009 – ...
Search Dominates Smartphone Usage<br />70%<br />movie showtimes<br />of Hispanics use their smartphones to search<br />45%...
Hispanics Over-Index in Using Social Media<br />Q: How often do you use any of the following websites?<br />	A: Regularly<...
Hispanic Shoppers Influenced by Reviews and Recommendations<br />Source: comScore 2010<br />
Over ½ of Hispanics on major social sites prefer Spanish<br />7<br />Facebook<br />Twitter<br />56%<br />56%<br />Source: ...
Facebook Targeting Techniques for U.S. Hispanics<br />Language targeting<br />
Facebook Targeting Techniques for U.S. Hispanics<br />Interest targeting<br />Media preference targeting<br />
Facebook Targeting Techniques for U.S. Hispanics<br />Cross-border shoppers<br />
Alfonso: The Invisible ShopperMexicans Spend $20-40 Billion Annually in U.S.<br />
How marketers create social media successes<br />
What type of web/social media is necessary for reaching U.S. Hispanics?<br />13<br />62%<br />76%<br />67%<br />Source:  L...
Savvy Multicultural Marketers Find Value in Social Media<br /><ul><li>McDonald’s saw that R&B star Mary J. Blige would reg...
The restaurateur re-tweeted her tweets without paying the star anything, building significant credibility among African-Am...
Sponsored 3rd summer road trip
Ate at McDonald’s along the way
McDonald’s baked into summer road trip story</li></li></ul><li>Unilever – Socially powered, culturally relevant content<br...
Facebook page automatically has mobile-optimized site
Incorporates content around all of Unilever’s food and beauty brands</li></li></ul><li>Sears Latino: A global Spanish-lang...
Supports Sears en español, SearsPR.com and Sears.com/International
Appealing to the global Latino</li></li></ul><li>CVS Nuance branded cosmetics – merchandise & social<br />Partnership with...
The Rules of Social Media Were Actually Written Long Before the Internet<br />Malcolm Forbes<br />“To seduce almost anyone...
Social Media Process<br />Listen<br />  Identify<br />    Solve<br />      Test<br />        Engage<br />          Nurture...
New Book: Immigrant Entrepreneurs & The Pursuit of the American Dream<br />
Immigrant Entrepreneurs in Milwaukee, WI<br />
Immigrant Entrepreneurs in Milwaukee, WI<br />23<br />
Questions?<br />Thank you!<br />Joe@Kutchera.net<br />JoeKutchera.com<br />
Upcoming SlideShare
Loading in...5
×

HABLA Atlanta Awards Ceremony Keynote

429

Published on

Joe Kutchera as been selected as the keynote speaker of the 4th annual HABLA- Hispanic Achievement and Business Leadership Awards, presented by Verizon Wireless and hosted by the Lanza Group, LLC. Kutchera is a leading digital marketing advisor and speaker on reaching Hispanic and Latin American audiences online. The annual HABLA awards luncheon recognizes the achievements of the Hispanic business community on Thursday, October 13th at the close of Hispanic Heritage month.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
429
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • And Search dominates the Mobile Media experience
  • Note: Talk about campaign results
  • HABLA Atlanta Awards Ceremony Keynote

    1. 1. Reaching U.S. Hispanics <br />In the Age of Social Media<br />@joekutchera<br />October 13, 2011<br />
    2. 2. The Rules of Social Media Were Actually Written Long Before the Internet<br />Malcolm Forbes<br />“To seduce almost anyone, ask for and listen to his opinion.”  <br />From Dale Carnegie’s “How to Win Friends and Influence People”<br />Be a good listener. Encourage others to talk about themselves<br />Talk in terms of the other person’s interests<br />Remember that a person’s name is to that person the sweetest and most important sound in any language<br />
    3. 3. @joekutchera<br />
    4. 4. Cell Phone Penetration by Ethnicity<br />3<br />Source: Simmons NCS/NHCS, Fall 2007 - 2010 Adult Full Year, (Oct 2009 – Dec 2010), A18+<br />
    5. 5. Search Dominates Smartphone Usage<br />70%<br />movie showtimes<br />of Hispanics use their smartphones to search<br />45% of Hispanics have smartphonesvs. 34% of General Population<br />Source: Google US Hispanics 2010, October 2010, OTX<br />
    6. 6. Hispanics Over-Index in Using Social Media<br />Q: How often do you use any of the following websites?<br /> A: Regularly<br />Source: SIMM@16 Survey, BIGresearch® <br />
    7. 7. Hispanic Shoppers Influenced by Reviews and Recommendations<br />Source: comScore 2010<br />
    8. 8. Over ½ of Hispanics on major social sites prefer Spanish<br />7<br />Facebook<br />Twitter<br />56%<br />56%<br />Source: ComScore 2011 <br />
    9. 9. Facebook Targeting Techniques for U.S. Hispanics<br />Language targeting<br />
    10. 10. Facebook Targeting Techniques for U.S. Hispanics<br />Interest targeting<br />Media preference targeting<br />
    11. 11. Facebook Targeting Techniques for U.S. Hispanics<br />Cross-border shoppers<br />
    12. 12. Alfonso: The Invisible ShopperMexicans Spend $20-40 Billion Annually in U.S.<br />
    13. 13. How marketers create social media successes<br />
    14. 14. What type of web/social media is necessary for reaching U.S. Hispanics?<br />13<br />62%<br />76%<br />67%<br />Source: Latinum, 2011<br />
    15. 15. Savvy Multicultural Marketers Find Value in Social Media<br /><ul><li>McDonald’s saw that R&B star Mary J. Blige would regularly tweet about buying McCafe
    16. 16. The restaurateur re-tweeted her tweets without paying the star anything, building significant credibility among African-Americans</li></li></ul><li>McDonald’s: Sponsoring the Ruiz Family Road Trip<br /><ul><li>Seek out influential bloggers
    17. 17. Sponsored 3rd summer road trip
    18. 18. Ate at McDonald’s along the way
    19. 19. McDonald’s baked into summer road trip story</li></li></ul><li>Unilever – Socially powered, culturally relevant content<br />16<br /><ul><li>Provides Latinas with solutions for their entire family─recipes, beauty tips
    20. 20. Facebook page automatically has mobile-optimized site
    21. 21. Incorporates content around all of Unilever’s food and beauty brands</li></li></ul><li>Sears Latino: A global Spanish-language page<br /><ul><li>Questions and updates in both Spanish and English
    22. 22. Supports Sears en español, SearsPR.com and Sears.com/International
    23. 23. Appealing to the global Latino</li></li></ul><li>CVS Nuance branded cosmetics – merchandise & social<br />Partnership with Selma Hayekpromotes CVS private label cosmetic line with YouTube videos in English and Spanish.<br />18<br />
    24. 24. The Rules of Social Media Were Actually Written Long Before the Internet<br />Malcolm Forbes<br />“To seduce almost anyone, ask for and listen to his opinion.”  <br />From Dale Carnegie’s “How to Win Friends and Influence People”<br />Be a good listener. Encourage others to talk about themselves<br />Talk in terms of the other person’s interests<br />Remember that a person’s name is to that person the sweetest and most important sound in any language<br />
    25. 25. Social Media Process<br />Listen<br /> Identify<br /> Solve<br /> Test<br /> Engage<br /> Nurture your fan base<br />
    26. 26. New Book: Immigrant Entrepreneurs & The Pursuit of the American Dream<br />
    27. 27. Immigrant Entrepreneurs in Milwaukee, WI<br />
    28. 28. Immigrant Entrepreneurs in Milwaukee, WI<br />23<br />
    29. 29. Questions?<br />Thank you!<br />Joe@Kutchera.net<br />JoeKutchera.com<br />
    30. 30. The Power of Listening Over Financial Incentives<br />25<br />
    31. 31. Story Telling Case Study on YouTube <br />La Caida de Edgar (El original)<br />http://www.youtube.com/watch?v=b89CnP0Iq30<br />La Caida de Edgar (Emperador)<br />http://www.youtube.com/watch?v=IwyNPo5lE-Y<br />
    32. 32. Story Telling Case Study on YouTube <br />
    33. 33. Story Telling Case Study on YouTube <br />

    ×