Reaching Hispanic Audiences in Social Media

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3 Key Facts to be considered in a …

3 Key Facts to be considered in a
Social Media Plan for Hispanics

Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research

Texas Tech University College of Media & Communication brings together experts in market research and Hispanic-oriented media, Reaching Audiences will feature two days of panels that discuss trends and shifting demographics in the media industries today (Mar 4 - Mar 5, 2013)

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  • Bigger economy than countries like The Netherlands or Australia Buying Power Projected Growth: +50% , $1 Trillion in 2010 - $1.5 Trillions in 2015 (Nielsen)
  • Hispanic Social Media use don’t mirror General Market but have distinct patterns due to language, culture and ownership dynamics
  • While Facebook and Twitter remain the most popular social media sites
  • Pinterest has also gained popularity quite rapidly. Hispanics appear especially “Pinterested” in the new photo board site, as 28.5% say they have a account and 13% Log in once a day or more Whole strategy of “visual” content Although Facebook and Twitter are (almost) a must – However, Learn about Hispanic on your specific product or industry
  • They have a larger social footprint and their tendency to comment extends to products and services they use Examples: Upload their own created videos to a video site such as YouTube – 9% Non-Hispanic vs 27% Hispanic Post Ratings/Reviews of products or services (eg. Amazon, Yelp) 16% Non-Hispanic vs 29% Hispanic
  • Identify the cultural nuances in which each language can resonate to the audience (i.e. Spanish for Novelas and English for Blockbuster films)
  • http://pinterest.com/pin/218987600601516120/

Transcript

  • 1. Reaching Audiences in Social Media Day 1 – Monday, March 4 | COMC 270 Panel: Hispanics and Social Media
  • 2. ni c Hi spaReaching Audiences in Social Media Day 1 – Monday, March 4 | COMC 270 Panel: Hispanics and Social Media
  • 3. 3 Key Facts to be considered in aSocial Media Plan for Hispanics
  • 4. 1 Do we need it?2 What sites and content?3 Spanish and/or English? 4
  • 5. “If [Hispanics] were a standalone country , the US Hispanic market buying power would make it one of the top 20 economies in the world ”Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf 5
  • 6. Hispanic Are Very Receptive to Brands Having a Presence on Social Media “Which of the following statements, if any, describe your attitude towards social networking sites?”Source: Forrester Research – North American Technographic – 2011 6
  • 7. 1 Do we need it? Certainly Yes(if not, we are missing a great opportunity) 7
  • 8. 2 What sites and content? 8
  • 9. Hispanics log into social media more often than other ethnic groups Log in once a day or more oftenSource: American Pulse Survey – 2012 9
  • 10. Hispanics log into social media more often than other ethnic groups Log in once a day or more oftenSource: American Pulse Survey – 2012 10
  • 11. Hispanics log into social media more often than other ethnic groups Log in once a day or more oftenSource: American Pulse Survey – 2012 11
  • 12. Social Technographics ProfileSource: Forrester Research – Retrieved 02/27/13 - http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html 12
  • 13. Hispanics are Spearheading user generated content in Social Media 123% 120% 69% 79% 24% 21% -47%Source: Forrester Research – North American Technographic – 2011 13
  • 14. 2 What sites and content? Although Facebook and Twitter might be a must, you should know your Hispanicaudience preference and align your business objective with the social network audience 14
  • 15. 3 Spanish and/or English? 15
  • 16. Melanie is the Hispanic American RealitySource: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI 16
  • 17. Melanie is the Hispanic American RealitySource: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI 17
  • 18. Hispanics have a large Social Network Online and Tend to communicate with them in Spanish “Which of the following activities do you do at least monthly?” Hispanic Online Adults Social Site 18+ Facebook communication in Spanish 35% LinkedIn communication in Spanish 47% Twitter communication in Spanish 45%Source: AdAge/Univision – The Cultural Connection, How Hispanic Identity Influences Millennial Report – Retrieved: 02/27/13 - http://gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf 18
  • 19. 3 Spanish and/or English? Short answer BothFor Bicultural, Bilingual Hispanics, English is the language of the mind, while Spanish is of the heart 19
  • 20. Key Takeaways Marketers can be more successful in the Hispanic market by:Targeting culturally connected Hispanics as they use social media as way to publicize their content andopinions to not only friends and family, but also companies Encouraging interactions as Hispanics especially engage in more advanced activities like creating social media Using culturally relevant messages to reach your audience 20
  • 21. Twitter: @sedayanrSlideshare: sedayanrLinkedIn: salomondayanHashtag: #ReachingAudiences Gracias