Marketers as Publishers: How to Leverage Content & Online Tools to Engage Latinos
Marketers as Publishers: How to LeverageContent & Online Tools to Engage Latinos
Moderator: Manny Santos Director, MultiVu™ Latino, a service of PR Newswire @multivu Hiram Enriquez Director, Digital Media, Tr3s at MTV Networks @enriquezh | @mtv3 Eva Smith Co-Founder, Latina Mom Bloggers | Blogger, TechFoodLife.com @eva_smith | @latinamomblogs Lance Rios Founder & President, Being Latino, Inc. @lancerios | @beinglatinoAccording to internal sample research comparing press releases that contain multimedia with those that do not.
-“Is your target audience reading print? Downloading video? Listening topodcasts? Then you have to use those as part of your tactics to reach those people.” Joe Pulizzi, Founder, The Content Marketing Institute
-“We’re increasingly seeing that if you’re not creating content on a regular basis, your brand is not being heard.” Steve Rubel SVP and Director of Insights for Edelman Digital, a division of Edelman PR
Marketers as Publishers Hiram Enriquez Tr3s – MTV Networks
US Born Hispanics dominate 18-29 demographic and are growing among 30-34s USB Dominant USB Dominant In ‘12 FB Dominant Only FB demo growing is 50+ 18-24s 25-29s 30-34s Source: Simmons 18+ Generation data + Pew Latino Children May 28, 2009 gens data + Nielsen 2012 population data & Synovate 2008 data
2nd gens are Bilingual • Very much so at home – 7 out of 10 – Pride in bilingualism • Personal preference overall skews English • Language neutral in both TV program and ad preferencesSource: Simmons 18+ Generation data (Sprint, 2011 Full Year) + Motivo Insights 2011
Core identity shaped by Latino roots • Most pronounced with youngest Self describe as Latino, Hispanic or country of heritage vs. “American” 14-17 18-24 25-34 81% 80% 73%Source: Motivo Insights, Fall 2010 study of bilingual bicultural Latinos 14-34
Ashley wants to show everyone how proud she is of her culture; the problem is that her friends don’t believe shes Latina!13
Try it! Go to your favorite page Right-click Select “View Page Source”17
DIY SEO: Anatomy of a search result: <title> tag meta description URL site links additional results <title> tag: generated by you Meta description: generated by you Site links: generated by search engine Additional results: generated by search engine18
Hiram Enriquez Director, Digital Media Tr3s – MTV Networks24
Brand & Blogger Relations Eva SmithCo-Founder, Latina Mom Bloggers
Blogger Relationship Tips• Follow Blogs• Follow on Twitter & Facebook• Familiarizing yourself with blogs. What type of writers are they? Humor? Serious? Controversial?• Introduce yourself to them at conferences & networking events• Follow-up
Cultivate Relationships• Cultivate the relationships before you need them.• Meet face to face at conferences & networking events• Follow-up• Know Bloggers perception of you.• Mutual-Respect. 2-way street• Become a valuable resource.• Takes 5 minutes a day
New EnvironmentLandscape is changing every day. Maintainpresence to communicate with bloggers on:• Twitter• Facebook• Google + Google Reader• Mobile• Look for reach beyond the blog (i.e. Social Media, Personal organizations)
Qualities of a Good Pitch• Who are you? Why are you interested in working with blogger?• Be Personable. Always nice to include first name. Name of Blog.• What do you need? Clarify Mission.• What compensation will you provide? Summarize: product for product review, event, etc.• Follow-up
Bad Pitches– Does not get to know blogger– Tell blogger how to write review posts– Do not disclose details of the event– Accidently send email to blogger intended for staff– Press releases
Brand Ambassadors• Blogging about brands. Maintain long term relationships with a brands• Tell stories that resonate with audiences.• Increase knowledge of product.• Provide honest feedback. Transparent. Credible.• Disclose working relationship with brands.
Discussion• What we can learn from good pitches?• What can we learn from bad pitches?• Define your challenges?• Set goals. – Mastery is not achieved overnight, but can be done in 5 minutes a day once you master it.• Take-aways
Latina Mom Bloggers ResourcesA service of Latina Moms Media, LLC and sister company ofHispanicize, Latina Mom Bloggers is the go-to place for Hispaniconline moms to learn and discover new ways to leverage theirvoice and social media presence. Through the Latina MomBloggers network, Hispanic mom bloggers are also able to growtheir online presence by partnering with top brands for socialmedia campaigns, product reviews, ambassador programs, andmore.With access to informative how-to articles, webinars, and asoon-to- launch community forum both new and existing Latinamom bloggers is the go to place for Latina Moms to Learn.Connect & Grow http://latinamombloggers.com
How to Leverage Content & Online Tools to Engage Latinos By Lance Rios
Have a chat with yourself Before you do anything, ask yourself the following questions:• Who is your audience?• What message are you trying to convey?• What do you want to drive?• When are the best times to engage?• Why is your brand important to Latinos?
Be Strategic • Leverage Ad opportunities to help further target your audience • Help evoke word of mouth beyond online • Track engagement, tweak as you go along • Delegate tasks
Have funKeep in mind that this is social media, don’t takethe social out of it • Great opportunity to put a voice to your brand • Great opportunity to open up two-way communication • Great opportunity to hear what people want, rather than guessing what you think they want
Gracias!For any further questions or concerns, feel free to contact me at:email@example.com://www.facebook.com/lancerios
E-mail:firstname.lastname@example.org | email@example.com Multicultural Products: http://www.prnewswire.com/products- services/distribution/usmedia/multicultural-communications-2.html U.S. Hispanic Media & Bloggers: http://www.hispanicprwire.com Twitter: @prnhispanic | @multicultural | #prnHHM
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