Presented by:  FahlgrenMortine  Social Media Spanish (SMS)
How   & When  To Partner With A Hispanic  Marketing Agency A Perspective and Analysis From Both Parties Moderator :  Micha...
Content <ul><ul><li>Why Market to Hispanics? </li></ul></ul><ul><ul><li>Q&A: How & When to Partner with a Hispanic Agency?...
Hispanic Market Overview - US <ul><ul><li>Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should ex...
Hispanics are younger and adopt online trends more quickly <ul><ul><li>46% of Online Hispanics are under 35 4 </li></ul></...
More Hispanics learn about brands, compare prices, and make final decisions online than general market <ul><ul><li>57% of ...
Hispanics are a very social group with high usage of social media <ul><ul><li>10% of online Hispanics have recently checke...
Top 10 reasons to partner with a Hispanic Marketing Agency 1.  You don't speak Spanish 2.  You want to reach Hispanics but...
Top 10 reasons to partner with a Hispanic Marketing Agency 6 . You're a pro at social media, but not Hispanic marketing 7 ...
Are all Hispanics the same? <ul><ul><li>No, Hispanics are quite diverse  </li></ul></ul><ul><ul><li>5 main groups of Hispa...
Hispanics in the US 10 <ul><ul><li>Latinoamericana   </li></ul></ul><ul><ul><ul><li>Spanish dominant </li></ul></ul></ul><...
Geography Matters 11 11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
Who manages Spanish Social Media? <ul><ul><li>Community Manager must have experience working with the Hispanic community <...
When should I look to partner vs. in-house? <ul><ul><li>Internal Capabilities  </li></ul></ul><ul><ul><li>Previous Hispani...
Does it always have to be in Spanish?  <ul><ul><li>No. Depends on many things... </li></ul></ul><ul><ul><li>Geography </li...
How do you find a good Hispanic Agency partner? <ul><ul><li>Find blog writing experts  </li></ul></ul><ul><ul><li>Attend c...
How do you determine a good fit? <ul><ul><li>Know their work style </li></ul></ul><ul><ul><li>Do a small project </li></ul...
How do you avoid partner challenges? <ul><ul><li>Clear specifications  </li></ul></ul><ul><ul><li>Respect client relations...
What’s the best way to partner? <ul><ul><li>MVA (Master Vendor Agreement) or handshake? </li></ul></ul><ul><ul><li>Build t...
How does an agency benefit from Spanish social media? <ul><ul><li>Expand services  </li></ul></ul><ul><ul><li>Grow client ...
Which is better: transparency or white label? <ul><ul><li>Open agreement </li></ul></ul><ul><ul><li>Seamless partnership (...
Which forums are best? <ul><ul><li>Facebook  -   20MM US Hispanic Users </li></ul></ul><ul><ul><li>Twitter  - 9MM US Hispa...
What is the right content? <ul><ul><li>Finding the interests of your targeted market can be difficult </li></ul></ul><ul><...
3 Things to Avoid <ul><ul><li>Hire arbitrarily  </li></ul></ul><ul><ul><ul><li>“ Hector from accounting can run this campa...
Brands Marketing to Hispanics via Social Media
Recap <ul><ul><li>Research is a crucial part of finding the right partner </li></ul></ul><ul><ul><li>Partner with agencies...
Presentation is posted on the blog: www.socialmediaspanish.com/blog <ul><li>Lara Kretler: lara.kretler@fahlgren.com,  @Lar...
References <ul><li>Hispanic Cyberstudy 2010, AOL Advertising </li></ul><ul><li>US 2010 Census </li></ul><ul><li>MSNBC, Ame...
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How and When to Partner with a Hispanic Marketing Agency

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How and When to Partner with a Hispanic Marketing Agency

  1. 1. Presented by: FahlgrenMortine  Social Media Spanish (SMS)
  2. 2. How & When To Partner With A Hispanic Marketing Agency A Perspective and Analysis From Both Parties Moderator : Michael Della Penna Presenters : Lara Kretler , VP Social Media Lead Agency: FahlgrenMortine   Natasha Pongonis , Social Media Director Agency: Social Media Spanish   Eric Diaz , Principal Agency: Social Media Spanish
  3. 3. Content <ul><ul><li>Why Market to Hispanics? </li></ul></ul><ul><ul><li>Q&A: How & When to Partner with a Hispanic Agency? </li></ul></ul><ul><ul><li>What Channels Are Best for Marketing to Hispanics? </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul>
  4. 4. Hispanic Market Overview - US <ul><ul><li>Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion) 1 </li></ul></ul><ul><ul><li>Average Household Income is $50K+ and growing </li></ul></ul><ul><ul><li>Current Population of 50 Million (16%) 2 </li></ul></ul><ul><ul><li>By 2050, 33% of Americans Will be Hispanic 3 </li></ul></ul><ul><li>Hispanic Cyberstudy 2010, AOL Advertising 2010 </li></ul><ul><li>2. US 2010 Census </li></ul><ul><li>3.MSNBC America in 2050 </li></ul>
  5. 5. Hispanics are younger and adopt online trends more quickly <ul><ul><li>46% of Online Hispanics are under 35 4 </li></ul></ul><ul><ul><li>32% of Hispanics access the internet through smart phones compared with only 20% of the General Market 5 </li></ul></ul><ul><ul><li>Hispanics are twice as likely to search the internet with an iPhone compared with the general market 4 </li></ul></ul>4. Hispanic Cyber study 2010, AOL Advertising 2010 5. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research
  6. 6. More Hispanics learn about brands, compare prices, and make final decisions online than general market <ul><ul><li>57% of Hispanics always go to the internet to look for deals compared to 43% of the general market 6 </li></ul></ul><ul><ul><li>‣ 72% of Hispanics prefer an online product rating over a friends opinion 6 </li></ul></ul><ul><ul><li>‣ 18% of US Hispanic Internet Users use Twitter compared to 8% of general market 7 </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>6. Hispanic Cyber study 2010, AOL Advertising 2010 7. Pew Research Center’s Internet & American Life Project, 2010
  7. 7. Hispanics are a very social group with high usage of social media <ul><ul><li>10% of online Hispanics have recently checked in compared to 3% of white Americans 8 </li></ul></ul><ul><ul><li>54% of Hispanics regularly use Facebook compared with only 43% of white Americans 9 </li></ul></ul>8. Pew Research Center’s Internet & American Life Project, 2010 9. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research
  8. 8. Top 10 reasons to partner with a Hispanic Marketing Agency 1. You don't speak Spanish 2. You want to reach Hispanics but don't know how 3. You don't know if there are opportunities to reach Hispanics for your product or service 4. You speak Spanish but not &quot;Spanglish&quot; 5. Fans are posting to your Facebook page in Spanish and you're unsure of how to respond
  9. 9. Top 10 reasons to partner with a Hispanic Marketing Agency 6 . You're a pro at social media, but not Hispanic marketing 7 . Your deciding on upcoming initiatives and want to incorporate a Hispanic marketing campaign 8 . You want to avoid any costly reputation issues caused by a language or cultural misstep 9 . You want to do it right the first time 10 . You've seen the 2010 census and other stats and you recognize the opportunity
  10. 10. Are all Hispanics the same? <ul><ul><li>No, Hispanics are quite diverse </li></ul></ul><ul><ul><li>5 main groups of Hispanics today </li></ul></ul><ul><ul><li>Must consider which groups you are marketing to for your campaign </li></ul></ul>
  11. 11. Hispanics in the US 10 <ul><ul><li>Latinoamericana </li></ul></ul><ul><ul><ul><li>Spanish dominant </li></ul></ul></ul><ul><ul><ul><li>Less than 10 years in US </li></ul></ul></ul><ul><ul><ul><li>Primarily Hispanic cultural practices </li></ul></ul></ul><ul><ul><li>Hispano </li></ul></ul><ul><ul><ul><li>Spanish preferred </li></ul></ul></ul><ul><ul><ul><li>in U.S. 10+ years </li></ul></ul></ul><ul><ul><ul><li>Pre-dominant Hispanic cultural practices </li></ul></ul></ul><ul><ul><li>Bi-cultural </li></ul></ul><ul><ul><ul><li>Bi-Lingual (equal or nearly) </li></ul></ul></ul><ul><ul><ul><li>Immigrant as child </li></ul></ul></ul><ul><ul><ul><li>Many Hispanic cultural practices </li></ul></ul></ul><ul><ul><li>Americanizado </li></ul></ul><ul><ul><ul><li>English dominant </li></ul></ul></ul><ul><ul><ul><li>Born in US; 3 rd + generation </li></ul></ul></ul><ul><ul><ul><li>Few Hispanic cultural practices </li></ul></ul></ul><ul><ul><li>Nueva Latina </li></ul></ul><ul><ul><ul><li>English preferred </li></ul></ul></ul><ul><ul><ul><li>Born in U.S.; 2 nd Gen </li></ul></ul></ul><ul><ul><ul><li>Some Hispanic cultural practices; </li></ul></ul></ul>This pie shows the national distribution, although the mix of segments varies by region and metropolitan area. 10. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
  12. 12. Geography Matters 11 11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
  13. 13. Who manages Spanish Social Media? <ul><ul><li>Community Manager must have experience working with the Hispanic community </li></ul></ul><ul><ul><li>Must be Consistent Resource </li></ul></ul>
  14. 14. When should I look to partner vs. in-house? <ul><ul><li>Internal Capabilities </li></ul></ul><ul><ul><li>Previous Hispanic Work? </li></ul></ul><ul><ul><li>Broad Experience </li></ul></ul>
  15. 15. Does it always have to be in Spanish? <ul><ul><li>No. Depends on many things... </li></ul></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Know your consumer </li></ul></ul>
  16. 16. How do you find a good Hispanic Agency partner? <ul><ul><li>Find blog writing experts  </li></ul></ul><ul><ul><li>Attend conferences  </li></ul></ul><ul><ul><li>Webinars </li></ul></ul>
  17. 17. How do you determine a good fit? <ul><ul><li>Know their work style </li></ul></ul><ul><ul><li>Do a small project </li></ul></ul><ul><ul><li>Work on pitches </li></ul></ul>
  18. 18. How do you avoid partner challenges? <ul><ul><li>Clear specifications  </li></ul></ul><ul><ul><li>Respect client relationship </li></ul></ul><ul><ul><li>Frequent communication </li></ul></ul>
  19. 19. What’s the best way to partner? <ul><ul><li>MVA (Master Vendor Agreement) or handshake? </li></ul></ul><ul><ul><li>Build the relationship over time </li></ul></ul><ul><ul><li>Share wins and losses </li></ul></ul>Or
  20. 20. How does an agency benefit from Spanish social media? <ul><ul><li>Expand services  </li></ul></ul><ul><ul><li>Grow client reach </li></ul></ul><ul><ul><li>Competitive differentiation </li></ul></ul>
  21. 21. Which is better: transparency or white label? <ul><ul><li>Open agreement </li></ul></ul><ul><ul><li>Seamless partnership (invisible to client) </li></ul></ul><ul><ul><li>Benefits to each </li></ul></ul>
  22. 22. Which forums are best? <ul><ul><li>Facebook - 20MM US Hispanic Users </li></ul></ul><ul><ul><li>Twitter - 9MM US Hispanic Users </li></ul></ul><ul><ul><li>Other Forums have their strengths </li></ul></ul><ul><ul><ul><li>Hi5 – 40MM monthly users </li></ul></ul></ul><ul><ul><ul><li>Que Pasa - 35MM members across Latin America </li></ul></ul></ul><ul><ul><ul><li>Batanga – 4MM monthly users </li></ul></ul></ul><ul><ul><ul><li>MiGente – 3MM registered users </li></ul></ul></ul><ul><ul><ul><li>Univision – 2MM registered users </li></ul></ul></ul>
  23. 23. What is the right content? <ul><ul><li>Finding the interests of your targeted market can be difficult </li></ul></ul><ul><ul><li>Not just a straight translation from English </li></ul></ul><ul><ul><li>Data from specialized marketing and PR firms </li></ul></ul><ul><ul><li>Social Media listening tools can help </li></ul></ul>
  24. 24. 3 Things to Avoid <ul><ul><li>Hire arbitrarily </li></ul></ul><ul><ul><ul><li>“ Hector from accounting can run this campaign, I'm pretty sure he speaks Spanish…” </li></ul></ul></ul><ul><ul><li>Posting inaccurate and outdated content </li></ul></ul><ul><ul><ul><li>Grammar can be essential, accents, no Google Translate </li></ul></ul></ul><ul><ul><li>Profile set in one language & links to another different language </li></ul></ul><ul><ul><ul><li>What good does it serve the native speaker? </li></ul></ul></ul>
  25. 25. Brands Marketing to Hispanics via Social Media
  26. 26. Recap <ul><ul><li>Research is a crucial part of finding the right partner </li></ul></ul><ul><ul><li>Partner with agencies or hire experienced individuals that understand the Hispanic community </li></ul></ul><ul><ul><li>Take initiative to suggest Hispanic social media to clients </li></ul></ul><ul><ul><li>Build relationships through small projects at first </li></ul></ul><ul><ul><li>Grow your business through expanded services </li></ul></ul><ul><li>  </li></ul>
  27. 27. Presentation is posted on the blog: www.socialmediaspanish.com/blog <ul><li>Lara Kretler: lara.kretler@fahlgren.com, @LaraK </li></ul><ul><li>Eric Diaz: diaz@dkwebconsulting.com, @ediaz33 </li></ul><ul><li>Natasha Pongonis: pongonis@dkwebconsulting.com, @NatashaPongonis </li></ul><ul><li>Michael Della Penna: mdellapenna@suitedialog.com, @MikePenna </li></ul>Contact Us!
  28. 28. References <ul><li>Hispanic Cyberstudy 2010, AOL Advertising </li></ul><ul><li>US 2010 Census </li></ul><ul><li>MSNBC, America in 2050 </li></ul><ul><li>SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research </li></ul><ul><li>Pew Research Center’s Internet & American Life Project, 2010 </li></ul><ul><li>America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream </li></ul>

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