The power of social media


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The power of social media

  1. 2. The Power of Social Media A Perspective of Online Hispanics And Social Media Presented by: Social Media Spanish (SMS) Presenter: Natasha Pongonis Social Media Director
  2. 3. Content <ul><li>Why Social Media? </li></ul><ul><li>Social Media Forums </li></ul><ul><li>Online Hispanics Overview </li></ul><ul><li>Are all Hispanics the same? </li></ul><ul><li>Case Studies </li></ul>
  3. 4. Social Media
  4. 5. Social Media - Why Social Media? 3 out of 4 people in America use Social Media Technology
  5. 6. Which Forums <ul><ul><li>Facebook - 800MM Worldwide </li></ul></ul><ul><ul><li>Twitter - 200MM Global Users, est. </li></ul></ul><ul><ul><li>LinkedIn - 115MM Global Users, est </li></ul></ul><ul><ul><li>Google+ - 30MM Worldwide, est </li></ul></ul>Source: Hispanics users on Facebook & Twitter, Social Media Spanish Blog
  6. 7. Facebook <ul><li>Homepage </li></ul><ul><ul><li>News Feed : page which allows you to view your friend’s updates </li></ul></ul><ul><ul><li>Requests : Facebook will notify you when someone would like to “friend” you and the user has the opportunity to “friend request” any person </li></ul></ul><ul><ul><li>Notifications : Facebook notifies you if your friends post content on your wall, comment on your photos, etc. </li></ul></ul>Source: A Beginner's Guide To Facebook: Learn The Basics Of Facebook by Susan Ng “ Helps you connect and share with the people in your life.” –Facebook
  7. 8. Facebook Continued <ul><li>Profile Page : your “personal space” on Facebook </li></ul><ul><ul><li>Wall : profile’s main page on Facebook; users and friends can post content on this page </li></ul></ul><ul><ul><li>Info : basic personal information displayed to the Facebook community </li></ul></ul><ul><li>Friends Page : allows you to view your friends profiles on Facebook </li></ul><ul><li>Inbox : e-mail feature which allows you to communicate with your friends </li></ul><ul><li>Chat : you can have a live conversation with your friends who are online </li></ul>
  8. 9. Facebook Continued <ul><li>How to set a your Facebook Page </li></ul><ul><ul><li>YouTube : Using Facebook & features 3:33 minutes </li></ul></ul>
  9. 10. Twitter <ul><li>Tweets : a post or status update </li></ul><ul><ul><li>Hashtag (#): a way of organizing tweets which will be listed to all Twitter </li></ul></ul><ul><ul><li>Reply (@reply): a way of replying to a follower who mentions you or a way of mentioning a follower; ie. @username </li></ul></ul><ul><li>Following : those whom you choose to receive and view “tweets” from </li></ul><ul><li>Followers : someone who can view and receive all of your “tweets” </li></ul><ul><li>Direct Message (DM): send e-messages which can only be viewed by the follower you choose </li></ul>Source: A basic guide to understanding language used on Twitter by Gene Patterson Twitter: online social networking and microblogging that enables its users to send and read text-based posts of up to 140  characters
  10. 11. Twitter – Terminology 101 RT (Retweet)  - Tweeting content posted by another user Hash Tag  - the '#' symbol followed by a term describing or naming the topic Tweeps  - Twitter + peeps (friends) Tweetup  - Twitter + meetup: a gathering of people based on a Twitter conversation Tweighbor  - Someone who is a member of your Twitter community Tweeple  - Twitter + people; Also Tweople Twibe  - Twitter tribe; people on Twitter that you follow or those who are following you Twitterers  - Group of people who have Twitter accounts Twitterspeak  - Language found only in tweets and not normally used in Conversation Twollow  - Act of following someone on Twitter
  11. 12. Twitter <ul><li>How to set a your Twitter Page </li></ul><ul><ul><li>YouTube: Using Twitter & Tweets 2:12 minutes </li></ul></ul>
  12. 13. LinkedIn <ul><li>Professional Profile : lists current and past positions, education, etc. </li></ul><ul><ul><li>LinkedIn profiles rise to the top of search results </li></ul></ul><ul><ul><li>Summary paragraph : your professional elevator pitch </li></ul></ul><ul><li>Connections as real life network : </li></ul><ul><ul><li>Use webmail import to see all the people you know who are already on LinkedIn, then you can then select who you wish to invite to join your trusted network </li></ul></ul>Source: LinkedIn Corporation © 2010 “ LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.” –LinkedIn
  13. 14. LinkedIn Continued <ul><li>Connections as real life network : </li></ul><ul><ul><li>Upload a contacts file from : </li></ul></ul><ul><ul><li>Outlook, Palm, ACT!, or Mac Address </li></ul></ul><ul><ul><li>List of your colleagues and classmates : </li></ul></ul><ul><ul><li>that are already on LinkedIn </li></ul></ul><ul><ul><li>Answers : post a question and tap into the experts you’re connected to and the entire LinkedIn network </li></ul></ul><ul><ul><li>Search : look up someone’s profile before you meet with them, learn their background and see who you know in common </li></ul></ul>Source: LinkedIn Corporation © 2010
  14. 15. LinkedIn <ul><li>How to set your LinkedIn Page </li></ul><ul><ul><li> LinkedIn : Using LinkedIn & Connections 0:54 Seconds </li></ul></ul>
  15. 16. Google+ <ul><li>+Circles : users can personalize lists of friends and stream news feeds allowing users to group friends together by category </li></ul><ul><li>Using the + : integrated into the navigation bar of all Google Products, allows users to keep track of their notifications while away from the Google+ homepage </li></ul><ul><li>+Vertical Integration : allows you to access and download data such as documents, Picasa Albums, Buzz, etc. </li></ul>Google+ makes connecting on the web more like connecting in the real world. Share your thoughts, links and photos with the right circles.
  16. 17. Google+ <ul><li>+Sparks : users input a list of interests, topics and news stories and 'Sparks' identifies links from individuals and organizations which might be of interest </li></ul><ul><li>+Hangouts : allows users to pull groups together for a simultaneous video chat </li></ul><ul><li>+Mobile: features on different mobile platforms like android and iPhone. A dedicated application is on its way. Instant upload option </li></ul>Source: Google social network: The 5 key features of Google+ by Gordon Macrae Google+ is predicted to be next Big Thing for Business… It has the potential to be a great collaboration and communication platform
  17. 18. Do’s and Don’ts <ul><li>Channels: Find a Person’s Preferred </li></ul><ul><li>Communication Channel </li></ul><ul><li>Say Just Enough: Get the attention of more people, but for a much shorter amount of time </li></ul><ul><li>Profile pic is worth a thousand of words. Don’t use an inappropriate photo </li></ul><ul><li>Do a Social climbing: connect with quality audiences </li></ul><ul><li>Don’t leave your profile blank:  A comprehensive profile helps you to gain trust and establish authority.  </li></ul>
  18. 19. Do’s and Don’ts <ul><li>Don’t neglect to use of keywords: Enhance your profile with the key words that people are likely to look </li></ul><ul><li>Don’t brag or sell products: Post articles that will be helpful to others, announcements about events of interest </li></ul><ul><li>Do post updates that you’ve used on other sites: Yes, it’s okay to post updates on Facebook, Twitter, and LinkedIn </li></ul><ul><li>Do join Groups: groups that are applicable to you and your goals on Linked-In. This </li></ul>
  19. 20. Do’s and Don’ts <ul><li>Encourage open conversation : Allow your fans to freely post content and photos on wall posts and discussion boards </li></ul><ul><li>Don’t “like” Unscrupulously: Read the post, you probably shouldn’t “like” bad news </li></ul><ul><li>Do share photos: on Facebook is okay to share pics of vacations, kids, events in your life </li></ul><ul><li>Don't share identifying information: such as your address or telephone number, birth dates, their full names, etc </li></ul>
  20. 21. Social Media & Hispanics
  21. 22. Did you know…? Hispanics learn about brands, compare prices, and make final decision online more than general market <ul><li>57% of Hispanics always go to the internet to look for deals compared to 43% of the general market 1 </li></ul><ul><li>‣ 72% of Hispanics prefer an online product rating over a friends opinion 2 </li></ul><ul><li>‣ U.S. Hispanic market purchasing power is projected to reach 1.3 trillion dollars by 2015 </li></ul>1. Hispanic Cyber study 2010, AOL Advertising 2010
  22. 23. Hispanics are a very social group with high usage of social media 3 Twitter Usage in America 2010, Edison Research, 2 Lesson From Coca-Cola, Twitter and Univision <ul><li>61% of U.S. Hispanics are online Hispanics = 14.5% of the total online market 3 </li></ul><ul><li>‣ 41% of online Hispanics are under 35 years old </li></ul><ul><li>‣ 19% of US Hispanics are Twitter Users 2 </li></ul><ul><li>‣ 54.2 % of Hispanics online regularly use Facebook </li></ul>
  23. 24. Are all Hispanics the same? <ul><li>No, Hispanics are quite diverse </li></ul><ul><li>5 main groups of Hispanics today </li></ul>
  24. 25. <ul><li>Nueva Latina </li></ul><ul><ul><li>English preferred (some Spanish) </li></ul></ul><ul><ul><li>Born in U.S.; 2 nd generation </li></ul></ul><ul><ul><li>Some Hispanic cultural practices; </li></ul></ul><ul><ul><li>often “retro-acculturate” </li></ul></ul><ul><li>Bi-cultural </li></ul><ul><ul><li>Bi-Lingual (equal or nearly) </li></ul></ul><ul><ul><li>Immigrant as child or young adult </li></ul></ul><ul><ul><li>Many Hispanic cultural practices </li></ul></ul><ul><li>Hispano </li></ul><ul><ul><li>Spanish preferred (some English) </li></ul></ul><ul><ul><li>Immigrant as adult, in U.S. 10+ years </li></ul></ul><ul><ul><li>Pre-dominant Hispanic cultural practices </li></ul></ul><ul><li>Americanizado </li></ul><ul><ul><li>English dominant (nearly no Spanish) </li></ul></ul><ul><ul><li>Born in US; 3 rd + generation </li></ul></ul><ul><ul><li>Few Hispanic cultural practices </li></ul></ul><ul><li>Latinoamericana </li></ul><ul><ul><li>Spanish dominant (nearly no English) </li></ul></ul><ul><ul><li>Recent immigrant as adult (less than 10 years ago) </li></ul></ul><ul><ul><li>Primarily Hispanic cultural practices </li></ul></ul><ul><ul><li>Identify with home country more so than U.S. </li></ul></ul>Hispanics in the US This pie shows the national distribution, although the mix of segments varies by region and metropolitan area. Source: America’s Latino Future, 2015 and Beyond, Geoscape, American MarketscapeDataStream
  25. 26. Which Forums <ul><ul><li>Facebook - 800MM Worldwide </li></ul></ul><ul><ul><li>- 13MM US Hispanic Users, est </li></ul></ul><ul><ul><li>Twitter - 200MM Global Users, est. </li></ul></ul><ul><ul><li>- 8.1MM US Hispanic Users, est. </li></ul></ul><ul><ul><li>LinkedIn - 115MM Global Users, est </li></ul></ul><ul><ul><li>Google+ - 30MM Worldwide, est </li></ul></ul><ul><ul><li>- 7.2MM US Hispanic Users </li></ul></ul><ul><li>Other Forums have their strengths </li></ul><ul><ul><li>Que Pasa, Orkut, Hi5, MiGente, Batanga </li></ul></ul>Source: Hispanics users on Facebook & Twitter, Social Media Spanish Blog
  26. 27. The World map of Social Media <ul><li>Facebook 800+MM as a leader </li></ul><ul><li>Ozone 480MM active users </li></ul><ul><li>Vkontakte 110MM accounts </li></ul><ul><li>Infographic byRia Novosti </li></ul><ul><li>Facebook Press Room   </li></ul>
  27. 28. Brands Marketing to Hispanics on SM
  28. 29. Case Studies <ul><li>CDC en Espanol </li></ul><ul><li>NBA </li></ul>
  29. 30. CDC en Espanol <ul><li>68K+ Fans on Facebook </li></ul><ul><li>11K+ Fans on Twitter </li></ul>The CDC, dedicated to protecting health & promoting quality of life through prevention and control of disease, injury, and disability <ul><li>Launched Dec 1st </li></ul><ul><li>17+ Interactions/post </li></ul><ul><li>5,000+ monthly active users </li></ul><ul><li>72%+ US fans </li></ul>
  30. 31. CDC en Espanol <ul><li>Advertising strategy </li></ul><ul><ul><li>Rotating ad graphics </li></ul></ul><ul><li>Campaign strategy </li></ul><ul><ul><li>Health Superstars Quizzes ( Estrellas de la salud ) </li></ul></ul><ul><li>CDC going Mobile </li></ul><ul><ul><li>Health News on the go </li></ul></ul><ul><ul><li>( CDC Móvil en Espanol ) </li></ul></ul>
  31. 32. CDC & Live Chats <ul><li>CDCcontagion </li></ul><ul><ul><li>How would CDC control an outbreak? </li></ul></ul><ul><ul><li>What really happens when CDC disease detectives are tracking diseases? </li></ul></ul><ul><ul><li>CDC expert, Dr. Jennifer McQuiston for a LIVE Twitter chat </li></ul></ul>
  32. 33. <ul><li>302K+ Fans on Facebook </li></ul><ul><li>3.7K+ Fans on Twitter </li></ul>“ Social Media is a key component, it allows our fans to engage with our sport and our player in a more personalized level” NBA NBA éne•bé•a <ul><li>Why the name? </li></ul><ul><li>Natural Spanish </li></ul><ul><li>Search-ability </li></ul><ul><li>Hispanic fan base </li></ul>
  33. 34. <ul><li>Engaging content </li></ul><ul><ul><li>Questions to fans </li></ul></ul><ul><li>Promotions and Giveaways </li></ul><ul><ul><li>Videos + Music </li></ul></ul><ul><li>Photo Captions </li></ul><ul><ul><li>All-Stars from the past </li></ul></ul>NBA éne•bé•a
  34. 35. NBA éne•bé•a <ul><li>Consistent Interaction </li></ul><ul><ul><li>Polls & Quizzes </li></ul></ul>
  35. 36. Recommendations <ul><li>Think before you post   </li></ul><ul><li>Separate accounts – private/professional </li></ul><ul><li>Employer social media policies </li></ul><ul><li>Don’t share too much personal info </li></ul><ul><li>Use the proper introduction </li></ul><ul><li>Publicizing a private conversation on a wall post </li></ul><ul><li>Build quality relationships </li></ul><ul><li>Respect the community </li></ul>
  36. 37. I look forward to your questions! Questions?