Hispanic Social Media Listening - presented by DK Web Consulting
Hispanic Social Media ListeningServices of DK Web Consulting ‣ Eric Diaz Principal, DK Web Consulting
Contents‣ Overview‣ Methods‣ Deliverables‣ Reporting Frequency
Overview‣ The objective of social media listening is to provide the client with a robust view of what the Hispanic conversation revolving their brand was all about.‣ This will include conversation on Twitter, Facebook, and highly influential blogs used by both English and Spanish speaking Hispanics
Methods‣ Software analysis tool: Crimson Hexagon‣ Date range: Any date range after January 1, 2010‣ Voices Analyzed: Spanish Dominant Hispanics and English Dominant Hispanics
Deliverables‣ Volume of Conversation ‣ Influentialfans & followers‣ Conversation Drivers ‣ Verbatim and trends in‣ Ad campaign, event conversation analysis ‣ Sentiment analysis‣ Competitor analysis ‣ Ideas that spark‣ Leading sources ‣ Opportunities
Fictitious Brand Example‣ Example used for illustrative purposes:FreshTaste Cola
‣Volume of Conversation‣ Whichadcampaign, event,or new productline generated themostconversation?
‣Conversation Drivers‣ Whattrends canbe found in whatwas discussedabout theFreshTastebrand?
‣Competitor Analysis‣ How is FreshTasteregarded amongst “FreshTaste or Inka Cola? — El Inka! Viva Peru!” - @JessEVamp:its peers in thebeverage aisle? ”Quiero mi six de FreshTaste eh cabron nada de pepsi ni esas basuras” @MiguelCampoB:
‣Leading Sources‣ Onwhat forums dopeople talk aboutFreshTaste productsand the brand? Howcan these channelsbe leveraged?
‣Verbatim & Conversation Trends “FreshTaste + Doritos = Madrugada feliz! :D“ - @HeinrichKohler‣ What arepeopleactuallysaying about “Quiero unas freshtaste congeladasthe brand? !” - @Soda_SterioIndividuallyand as agroup.
‣Sentiment Analysis‣ Positive sentiment in the General Market does not necessarily mean positive sentiment among Hispanics.
The younger audience is very ‣Ideas that Spark engaged with our T-shirt giveaways. Idea: Perhaps we can tailor a T-shirt promotion specific to students on major campuses?‣ Basedon ourobservations,what ideas canwe propose to theFreshTastecampaign?
‣Identify Opportunities There are many homemade fan‣ Inwhat areas is videos with our brand popping up on YouTube. Why don’t we there more that create a promotion on Facebook encouraging them to FreshTaste share these videos on our page for possible prizes? should be pushing ahead in?
Reporting Frequency Options‣ Reports can be provided in several frequencies ‣ MONTHLY – the ideal frequency as the brand is provided with timely audience feedback enabling them to make strategic decisions resulting in higher engagement ‣ QUARTERLY – provides the brand with a thorough analysis of recent promotions. Not as current as a monthly report but still an actionable analysis
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