Hispanic Social Media ListeningServices of DK Web Consulting                                  ‣ Eric                      ...
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  conv...
Methods‣ Software analysis tool: Crimson Hexagon‣ Date range: Any date range after January 1,  2010‣ Voices Analyzed: Span...
Deliverables‣ Volume  of Conversation   ‣ Influentialfans & followers‣ Conversation Drivers      ‣ Verbatim and trends in‣...
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?
‣Ad   Campaign & Event Analysis‣ Whichads andevents sparkedthe most positivesentimentengagementonline?
‣Competitor         Analysis‣ How is FreshTasteregarded amongst                         “FreshTaste or Inka Cola? — El    ...
‣Leading   Sources‣ Onwhat forums dopeople talk aboutFreshTaste productsand the brand? Howcan these channelsbe leveraged?
‣Verbatim   & Conversation Trends                      “FreshTaste + Doritos = Madrugada                      feliz! :D“ -...
‣Sentiment   Analysis‣ Positive sentiment in the General Market does not necessarily mean positive sentiment among Hispani...
‣Influential   Fans & Followers‣ Whoare theleaders of theconversation thatFreshTaste shouldcommunicate andengage with?
The younger audience is very          ‣Ideas   that Spark   engaged with our T-shirt                                giveaw...
‣Identify   Opportunities                      There are many homemade fan‣ Inwhat areas is     videos with our brand popp...
Reporting Frequency Options‣ Reports   can be provided in several frequencies  ‣ MONTHLY     – the ideal frequency as the ...
‣ Read our Hispanic Marketing Blog‣ Become a fan on Facebook for timely Hispanic  Marketing tips
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Hispanic Social Media Listening - presented by DK Web Consulting

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The Hispanic conversation is happening right now online via social media and blogs. What do Hispanic consumers say about your brand. See what actionable results you can provide quickly.

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Hispanic Social Media Listening - presented by DK Web Consulting

  1. 1. Hispanic Social Media ListeningServices of DK Web Consulting ‣ Eric Diaz Principal, DK Web Consulting
  2. 2. Contents‣ Overview‣ Methods‣ Deliverables‣ Reporting Frequency
  3. 3. 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
  4. 4. Methods‣ Software analysis tool: Crimson Hexagon‣ Date range: Any date range after January 1, 2010‣ Voices Analyzed: Spanish Dominant Hispanics and English Dominant Hispanics
  5. 5. 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
  6. 6. Fictitious Brand Example‣ Example used for illustrative purposes:FreshTaste Cola
  7. 7. ‣Volume of Conversation‣ Whichadcampaign, event,or new productline generated themostconversation?
  8. 8. ‣Conversation Drivers‣ Whattrends canbe found in whatwas discussedabout theFreshTastebrand?
  9. 9. ‣Ad Campaign & Event Analysis‣ Whichads andevents sparkedthe most positivesentimentengagementonline?
  10. 10. ‣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:
  11. 11. ‣Leading Sources‣ Onwhat forums dopeople talk aboutFreshTaste productsand the brand? Howcan these channelsbe leveraged?
  12. 12. ‣Verbatim & Conversation Trends “FreshTaste + Doritos = Madrugada feliz! :D“ - @HeinrichKohler‣ What arepeopleactuallysaying about “Quiero unas freshtaste congeladasthe brand? !” - @Soda_SterioIndividuallyand as agroup.
  13. 13. ‣Sentiment Analysis‣ Positive sentiment in the General Market does not necessarily mean positive sentiment among Hispanics.
  14. 14. ‣Influential Fans & Followers‣ Whoare theleaders of theconversation thatFreshTaste shouldcommunicate andengage with?
  15. 15. 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?
  16. 16. ‣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?
  17. 17. 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
  18. 18. ‣ Read our Hispanic Marketing Blog‣ Become a fan on Facebook for timely Hispanic Marketing tips

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