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Is Your Brand Ready    to Engage Latinos Online?    MODERATOR                   PANELISTS    Karla Fernandez Parker      W...
Is Your Brand Ready?  PRESENTED BY WALLY SABRIA@wallysabria
Yo Tweet en Español…    Isn’t that enough?3
It is important to identify and understand the    core beliefs, life experiences and passion    points of your U.S. Hispan...
Key Ingredients    for Social Engagement         CONTEXT                    CONTENT               CONVERSATION            ...
Key Ingredients    for Social Engagement               EDITORIAL PLANNING             COMMUNITY                    GROWING...
CONTEXT                         Tapping into your target segment’s passion                         points as levers for en...
Engagement Filtering                                                                      CONTEXT    While cultural filter...
CONTEXT                                   Develop a thorough brand voice guide to ensure:    Humanizing the brand    with ...
CONTENT     Content as     Storytelling                                 • Creating a wide variety of content – videos,    ...
CONVERSATION     Driving ongoing     Conversation                                   • Develop serendipitous posts based on...
COMMUNITY      Utilize Facebook Analytics      together with other third-      party tools to gain valuable      insights ...
Your brand has a     unique opportunity       Connect on a cultural level                   Deliver authenticity       wit...
@wallysabria
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Is Your Brand Ready to Engage Latinos Online?

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Presented at Hispanicize 2012

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  • Dear Juan Yeps,
    We're Masary company. We're mobile international airtime hub. We provide companies with mobile airtime of Egyptian mobile operators; Etisalat, Vodafone and Mobinil.
    We're now working and integrating with topup websites like yours in many regions to avail this VAS to their subscribers and we've already launched the international airtime service with the MVNO bladna.it (Arabia Mobile Services) in Italy.
    We've seen that your website (Union Telecard) doesn't have any of the Egyptian mobile operators. There are big Egyptian communities living abroad who would be good potential for your services.

    We're looking forward to working with you to provide you the ability to recharge any mobile in Egypt and many operators all over the world soon.
    Please, forward the email to the concerned department.
    Awaiting for your feedback.

    Hossam Abd El Aziz
    Senior Business & Product Development Analyst
    Masary - APSD
    haziz@e-masary.com
    Mob. +20 10 09001984
    Mob. +20 11 26733089
    Tel. / Fax: +20 (2) 33362799
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  • Excellent content Wally, thanks!
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  • 6/7/11
  • Transcript of "Is Your Brand Ready to Engage Latinos Online?"

    1. 1. Is Your Brand Ready to Engage Latinos Online? MODERATOR PANELISTS Karla Fernandez Parker Wally Sabria K. Fernandez & Associates The Axis Agency Manny Santos PR Newswire / MultiVu Laura Spencer Disney Destinations1
    2. 2. Is Your Brand Ready? PRESENTED BY WALLY SABRIA@wallysabria
    3. 3. Yo Tweet en Español… Isn’t that enough?3
    4. 4. It is important to identify and understand the core beliefs, life experiences and passion points of your U.S. Hispanic target segment, That can allow brands to establish the most compelling rational and emotional benefits that can tie the brand to a key cultural insight. Understanding their needs & passion points@wallysabria4
    5. 5. Key Ingredients for Social Engagement CONTEXT CONTENT CONVERSATION COMMUNITY Create the right cultural Develop a variety of Establish a steady Manage, monitor and context that can multi-media content – stream of conversation grow the community to naturally connect the from the most simple to and engagement with create fertile ground for brand with its audience the more complex the community sales message opportunities and create critical mass@wallysabria5
    6. 6. Key Ingredients for Social Engagement EDITORIAL PLANNING COMMUNITY GROWING to best leverage on/off- MANAGEMENT continuing to attract our line activities & maintaining a fresh and audience through earned promotion viable brand comm. & paid support CONTEXT CONTENT CONVERSATION COMMUNITY MONITORING & measuring what is working and what is not & respond accordingly@wallysabria6
    7. 7. CONTEXT Tapping into your target segment’s passion points as levers for engagement and interaction FAMILY EDUCATION FASHION Establishing Cultural relevance7
    8. 8. Engagement Filtering CONTEXT While cultural filtering is critical to maintaining cultural context and relevance, your brand needs to ensure all posts/stories published within its dedicated Hispanic social community meet additional engagement criteria to breed maximum consumer interaction. • Is it timely? • Timely news/issues FAMILY • Is there a specific CTA? • Cultural Holidays • Does it hint at what’s behind the link? EDUCATION • Brand Programs/Initiatives • Does it deliver positive social currency to the FASHION • Product Promotions consumer when shared? • Brand/Corporate- • Does it ask a specific question (that is not too Sponsored Events broad or too specific)? • Does it celebrate self-expression? • Can it spark debate?@wallysabria • Does it ignite cultural pride?8
    9. 9. CONTEXT Develop a thorough brand voice guide to ensure: Humanizing the brand with an authentic Hispanic • Consistency with the point-of-voice • Utilizing the “familiar” vs. the formal voice that is believable and • Not to use colloquialisms or words that might have different approachable meanings across various countries of origin • The role the brand plays in both its tone and its function properly coincides with her needs, value/belief system • Continually come across as a trusted voice with her best intentions in mind Establishing a unique Point-of-voice9
    10. 10. CONTENT Content as Storytelling • Creating a wide variety of content – videos, Crafing content of all graphics, info-graphics, pictures, shapes and sizes to tell • Curating user-generated content and re- engaging stories where broadcasting it give most engaged users the brand can be an valuable social currency active participant rather • Co-producing content with online media, than the hero bloggers and online influencers to share resources • Integrating Digital promotions, giveaways and online couponing offers to continually boost excitement@wallysabria10
    11. 11. CONVERSATION Driving ongoing Conversation • Develop serendipitous posts based on timely Igniting conversation news, trends, happenings starters beyond pre- • Leverage FB polls for wall-based scheduled content packages engagement to create variety and beyond the walls of the • Tapping into key Hispanic holidays for in- FB community culture celebration • Syndicating content beyond FB to third-party sites, blogs and related fan pages • Activating online advocates for cross- page/blog promotion@wallysabria11
    12. 12. COMMUNITY Utilize Facebook Analytics together with other third- party tools to gain valuable insights Ongoing Monitoring & Measurement Continually monitor and measure the communities performance against key performance indicators. Utilize those insights to adapt future content and promotional investments to maximize performance12
    13. 13. Your brand has a unique opportunity Connect on a cultural level Deliver authenticity with a demographic that is exploding and is by creating original content and ongoing the source of the biggest percentage of the conversation that is relevant to our nation’s growth over the next two decades consumer and celebrates her heritage and her purpose Connect on an emotional level by humanizing the brand and developing Communicate a true commitment long-standing relationships with the Latino to the market by investing in its potential and consumer proving that your brand cares for the community and is in it for the long haul@wallysabria13
    14. 14. @wallysabria
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