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The "Spanglish" of Social Media - The Importance of Relevant Communication

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The importance of relevancy in communication cannot be understated. Identifying the needs and interests of your target audience is an important first step in driving a strategic communications plan. …

The importance of relevancy in communication cannot be understated. Identifying the needs and interests of your target audience is an important first step in driving a strategic communications plan. When seeking to engage Hispanic audiences, selecting the appropriate language and tone for your message can make all the difference in achieving success. This is especially true in the world of social media. Additionally, communicators must remember that content is king and the creation of compelling content will help increase interaction with your message. Learn how to effectively plan an online communications strategy that will resonate with your core Hispanic audiences.

http://www.prnewswire.com/knowledge-center/multicultural-pr/

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  • 1. The "Spanglish" of Social Media: The Importance of Relevant Communication #prnedu
  • 2. Moderator: Cristy Clavijo-Kish Senior Vice President, Multicultural Markets PR Newswire Panelists: Ada Luz Restrepo Analyst, Spanish User Operations Facebook Elianne Ramos Vice-Chair, Communications & PR Latinos in Social Media Lance Rios Founder & CEO Being Latino #prnedu
  • 3. Facebook en Español From the inside out Ada Luz Restrepo Analyst, Spanish User Operations Facebook The "Spanglish" of Social Media: The Importance of Relevant Communication PR Newswire
  • 4. Facebook, a tool for mobilization Colombia ▪ A young Colombian engineer started a Facebook group called "A million voices against the FARC" as a virtual protest ▪ After an enormous response from other Facebook users, he decided to call for a national march
  • 5. “One million voices against the FARC” The protest in Colombia turned out to be the biggest in the country's history. An estimated 4.8 million people turned out for 365 marches in the country. International protests were also held in Europe, Asia and the United States.
  • 6. Who is on Facebook?
  • 7. 500 million+ active users
  • 8. Activity on Facebook Interesting facts 700 billion 50% of active Average user minutes users log on in has 130 per month any given day friends
  • 9. A connected world
  • 10. Around the world About 70% of Facebook users are outside the US
  • 11. Hablamos Español ▪ Roughly 15% of the users live in Spanish speaking countries ▪ Top countries: Spain, Chile, Mexico and Colombia
  • 12. From English a Español
  • 13. Users have the word • Users submit What translations and vote on other users’ translations • Speed Why • Quality • Reach • 400,000 users contributed Facts • 90 languages • 1 week to translate into Spanish
  • 14. How does the Translation application work?
  • 15. Translation Modes – Inline
  • 16. Translation Modes – Bulk
  • 17. Voting
  • 18. Leaderboard
  • 19. Discussion Board
  • 20. Facebook resources for PR
  • 21. www.facebook.com/pr www.facebook.com/bd www.facebook.com/adsmarketing
  • 22. (c) 2009 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
  • 23. Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. L A T I S M B l o g u e r a S u r v e y – 2 0 1 0 CONTACT: Elianne Ramos, LATISM Communications Vice-Chair • elianne@latism.org • 646-932-7752 24
  • 24. L A T I S M Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Founded in 2009, Latinos in Social Media (LATISM) is a 501(c) 3 nonprofit, nonpartisan organization dedicated to advancing the social, civic and economic status of the Latino community. LATISM actively engages in digital communities to ensure that online discourse more accurately reflects the rich diversity of thought, heritage and culture in our changing society. We empower Latinos to adopt and make full use of online social A B O U T networks and applications by providing capacity-building training, information, resources and networking opportunities. LATISM also researches and analyzes Latino use of online social networks to inform decision-making by businesses, nonprofits, policymakers and others seeking to reach or mobilize Latinos. 25
  • 25. Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Why a Bloguera Survey? There’s much to be said for diversity and its importance, for it means a lot more than minority representation: – It means the chance for various opinions and worldviews to join the metaphorical “table”. – It means variety of thought, a place where language and cultural skills can be leveraged One of the most important missions of the LATISM organization is to provide a common platform of support and networking as well as promoting emerging talent & experts in the social media arena. By June 2008, Technorati was indexing 112.8 million blogs. Latinas, one of the fastest-growing blogging demographics, have traditionally been overlooked and undercounted in these type of surveys. We hope that, with the insights gathered here, we can become the megaphone through which these blogueras’ stories can be amplified so that their voices don’t continue to go unheard, so that their messages can reach farther. 26
  • 26. d e t a i l s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. SCOPE: A comprehensive survey of Latinas bloggers demographics, psychographics, preferred topics and blogging tools as well as the impact of their ethnic background on their blogging NUMBER OF RESPONDENTS: 939 Latinas, ages 18 and older GEOGRAPHICAL LOCATION: USA TIMELINE: July 1st to July 15, 2010 S u r v e y METHODOLOGY: Invitation to participate in the survey was distributed to the LATISM community via Twitter, FaceBook and LinkedIn platforms. Surveys were conducted online via SurveyMonkey.com. VIDEOS: Interviews with 20 Latina bloggers to help capture a more in depth understanding of why Latinas blog and what makes them unique 27
  • 27. f i n d i n g s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. • The number of blogueras has been climbing steadily for the past 10 years but the numbers really skyrocketed last year: 63% started blogging in 2009 and it’s expected to continue climbing. • Most feel being a Latina has helped them find sponsorships and readers but in general feel they get less opportunities compared to non-Latinas • Young: The largest group is between 30 and 39 • Mothers: 83% has between 2 and 4 kids • Heads of household: 70% is either single, divorced or separated • Commitment: 75% blog two or more times a week • 77% have invested in their own domain • 98% plus are active in social media • A surprising 72% blog primarily in English K e y • Mobile: - 81% use their phone to tweet - 90% use it for FB - 93% use apps 28
  • 28. s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Blog Topics t Parenting (62.7%), Latino issues (54.4%) and Heritage Culture (18.2%) took the highest scores. Cooking/Recipe, Beauty/Fashion, Art and Technology were also popular topics. l What do you blog about? (Choose all that apply) Parenting 62.7% Latino issues 54.4% Heritage/Culture u 18.2% Cooking/Recipes 15.1% Beauty/Fashion 14.8% Art 14.6% s Technology 14.0% Lifestyle/Perso… 10.9% Marketing/PR 10.6% Other (please… 7.3% e Social Media 5.8% Politics 4.9% Faith/Spiritual 4.7% Healthcare 2.6% R 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 29
  • 29. s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Languages t Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%) l Which languages do you blog in? English 72.3% u Spanish 69.3% s Spanglish 8.5% Bilingual 3.1% e Other (please specify) 0.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% R 30
  • 30. s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Marketing Tools t Most Latinas use Facebook (98%) and Twitter (93%) to market their blogs. Comments on other blogs (62%) was another popular way to build awareness. l Which of the following tools do you use to market your blog? Facebook 98.4% u Twitter 92.9% Comment on other blogs 61.7% SEO 20.0% s Attend blogger conferences 15.3% MySpace 8.7% Hire other bloggers 5.2% e Other Tools you use (please specify) 2.0% Pay for advertising 1.3% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% R 31
  • 31. s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Monetization & Promotion t Latinas are actively monetizing and promoting their blogs: 71% participate in blog ad networks while 70% also review products and 63% write free guest posts. l Which of the following do you do as a blogger? Participate in a blog ad network 71.4% Receive products to review on your blog 69.9% u Do free guest post on other’s blogs 63.0% Receive compensation for reviewing products on your blog 16.0% Video Blog/Vblog 12.3% Get paid to write blog posts for other’s blogs 11.1% s Host/Participate in Twitter Parties 6.2% Sell ad space on your blog (includes text links, ads etc. 4.2% Write sponsored posts 2.8% Contact Brands proactively to get sponsorships 2.2% Sell products on your blog 2.0% e Get paid to be a Brand Ambassador 1.5% Podcast 1.2% Get paid to host contest 0.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% R 32
  • 32. s Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Mobile Use t Which of the following do you do via your cell phone? l 100.0% 93.3% 90.3% 90.0% 81.4% 80.0% 76.2% u 70.0% 60.0% 50.0% 40.0% 30.0% s 20.0% 15.3% 10.4% 10.0% 0.0% Tweet Update on Read blogs Manage my FourSquare Use apps Facebook blog e Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%). R 33
  • 33. Y Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. R The world has certainly changed a lot since our “abuelitas” (grandmas) A used to keep a secret dairy. Today’s Latinas are open-minded, opinionated and love to share their innermost thoughts online… in two different languages! At the same time, while they have shed certain traditions, these independent M heads of households have managed to tap into the gregarious aspect of our culture: the sense of community, which earned high marks as a main motivator to start posting. They have succeeded at planting themselves right at the epicenter of merging M worlds: between tradition and modernity, between English and Spanish, between American and Latino cultures. The intrinsic characteristics of blogging, where the private becomes public and U communities rally together around common interests, make it the perfect platform for the Latina Passion. S 34
  • 34. MARKETERS Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. THE GOOD: • In Latino culture, where word-of-mouth and group interaction are second-nature, blogs are quickly becoming the preferred information source for consumers • The emergence of Latina blogs will inevitably influence the structure and the content of the information that consumers have available to them FOR • These bloggers provide us with micro-niche audiences and more targeted outlets for furthering our brands’ messages •Most blog in both Spanish and English, which means their potential reach is doubled IMPLICATIONS •They are actively engaged in social media and tend to be a tight community, which means your message will reach well beyond the scope of the blog • 69.9% are open to receiving products samples for review • Contrary to expectations, Latinas blog about numerous subjects, which opens up possibilities for brand engagement. Their culture infuses their writing but does not rule it • There’s an enormous opportunity for brands to engage Latinas in the mobile space 35
  • 35. MARKETERS Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. THE BAD: • While bloggers can certainly become powerful brand advocates, there is the issue of brand credibility: With consumers now doing research online and even generating their own content, they are less likely to believe a product review that blatantly comes from a sponsorship FOR • Relative lack of control over the message: Understand that consumers will encounter and act on impressions of the product’s attributes gathered from often imperfect sources of information IMPLICATIONS • Most bloggers are not marketers or PR Consultants and many don’t understand the dynamics of the industry • With the fast growth rate of this segment, the Latina blogger market is likely to become saturated fast, which means their individual reach will start to diminish 36
  • 36. MARKETERS Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. THE UGLY: • The Federal Trade Commission [FTC ] is cracking down on so-called”Blogola”, by regulating blogger/advertiser relationships: the potential of a company being held responsible for approving unfounded claims is a very real one. Among the new rules: FOR •Bloggers are required to clearly disclose what type of results they should expect to receive from a product •Bloggers must disclose material connections with a brand: whether they receiving IMPLICATIONS payment or free products and the kind of relationship they have with the company •If someone receives cash or an in-kind payment to review a product, it's considered an endorsement •Both the brand and the blogger are subject to liability for misleading or unsubstantiated representations made in the course of the blogger's endorsement FTC guides on blogger/client relationships were updated last December: http://tinyurl.com/yebs38f 37
  • 37. MARKETERS Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. HOW TO CAPITALIZE ON THIS TREND WHILE SAFEGUARDING THE INTEGRITY & CREDIBILITY OF OUR BRANDS • Set clear expectations for both your company/brand and for the blogger FOR • Set realistic metrics • Discuss key brand points • Require full disclosure • Remember, bloggers are not necessarily marketers R E C O M M E N D AT I O N S • Become familiar with a blog prior to contacting the blogger • Don’t go overboard. A smaller blogger campaign may be more effective • Be transparent • Keep records of all communications • Be ready to disclose details of your dealings with the bloggers •A blogging campaign is a small part of a larger communications/PR plan. Make sure all other elements of the campaign support this one and viceversa • Continue the engagement after the campaign 38
  • 38. l a t i s m Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. To view the full survey, visit: http://latism.org/blogueras C o n t a c t Press Contact: Elianne Ramos Vice-Chair, Communications & PR 646.932.7752 elianne@latism.org Latism.org @Latism 39
  • 39. Latina Bloguera Survey – 2010 © 2010 Latinos in Social Media (LATISM) All Rights Reserved. LATISM Bloguera Survey – 2010 40 © Latinos in Social Media [LATISM] 2010 - All Rights Reserved
  • 40. Being Latino in Social Media Produced by: Lance Rios Founder & CEO Being Latino, Inc.
  • 41. Why Target English-Speaking Latinos? • Part of the fastest growing ethnic group in the U.S. • The “heaviest users of wireless onramps to the internet in the U.S.” • Essentially an untapped market within the social media/digital space * Pew Hispanic Center December 2009
  • 42. How to build a Successful Social Media Campaign • Know your audience • Engage with your audience • Keep it personal • Don’t be afraid to be challenged
  • 43. Content is King • Make it relevant • Make it consistent • Personalize it
  • 44. Being Latino on Facebook • Being Latino has generated over 36,000 fans in under a year and a half • Being Latino is generating over 100,000 impressions on a daily basis • 90% of ALL content posted to Being Latino is in English
  • 45. Cross-Pollinate
  • 46. Different Strokes for Different Folks • What do YOU want to get out of Social Media? • Which platforms will work for YOU?
  • 47. You Keep Going and Going and Going… ¡Orale!
  • 48. Mil Thanks! Lance Rios lance@beinglatino.us
  • 49. THANK YOU! PR Newswire Multicultural Contacts multicultural@prnewswire.com Cristy.clavijo-kish@prnewswire.com www.prnewswire.com www.hispanicprwire.com 1-877-882-2254 @LatinoMarketing @HispanicPR @PRnewswire @HDNweb