How and When to Partner with a Hispanic Marketing Agency DK Web Consulting

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How and When to Partner with a Hispanic Marketing Agency DK Web Consulting

  1. 1. Presented by: FahlgrenMortineSocial Media Spanish (SMS)
  2. 2. How & When To Partner With A Hispanic Marketing AgencyA Perspective and Analysis From Both Parties 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 Moderator: Michael Della Penna
  3. 3. Content• Why Market to Hispanics?• Q&A: How & When to Partner with a Hispanic Agency?• What Channels Are Best for Marketing to Hispanics?• Recommendations
  4. 4. Hispanic Market Overview - US• Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion)1• Average Household Income is $50K+ and growing• Current Population of 50 Million (16%)2• By 2050, 33% of Americans Will be Hispanic3 1. Hispanic Cyberstudy 2010, AOL Advertising 2010 2. US 2010 Census 3.MSNBC America in 2050
  5. 5. Hispanics are younger and adopt onlinetrends more quickly • 46% of Online Hispanics are under 354 • 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market5 • Hispanics are twice as likely to search the internet with an iPhone compared with the general market4 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 finaldecisions online than general market• 57% of Hispanics always go to the internet to look for deals compared to 43% of the general market6• ‣72% of Hispanics prefer an online product rating over a friends opinion6• ‣18% of US Hispanic Internet Users use Twitter compared to 8% of general market7 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 withhigh usage of social media• 10% of online Hispanics have recently checked in compared to 3% of white Americans8• 54% of Hispanics regularly use Facebook compared with only 43% of white Americans9 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 Agency1. You dont speak Spanish2. You want to reach Hispanics but dont know how3. You dont know if there are opportunities to reachHispanics for your product or service4. You speak Spanish but not "Spanglish"5. Fans are posting to your Facebook page in Spanish andyoure unsure of how to respond
  9. 9. Top 10 reasons to partner with a Hispanic Marketing Agency6. Youre a pro at social media, but not Hispanic marketing7. Your deciding on upcoming initiatives and want to incorporatea Hispanic marketing campaign8. You want to avoid any costly reputation issues caused by alanguage or cultural misstep9. You want to do it right the first time10. Youve seen the 2010 census and other stats and yourecognize the opportunity
  10. 10. Are all Hispanics the same?• No, Hispanics are quite diverse• 5 main groups of Hispanics today• Must consider which groups you are marketing to for your campaign
  11. 11. Hispanics in the US10• Latinoamericana o Spanish dominant• Hispano o Spanish preferred• Bi-cultural o Bi-Lingual (equal or nearly)• Nueva Latina o English preferred• Americanizado o English dominant 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 Matters11 11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
  13. 13. Who manages Spanish Social Media?• Community Manager must have experience working with the Hispanic community• Must be Consistent Resource
  14. 14. When should I look to partner vs. in-house? • Internal Capabilities • Previous Hispanic Work? • Broad Experience
  15. 15. Does it always have to be in Spanish?• No. Depends on many things...• Geography• Know your consumer
  16. 16. How do you find a good Hispanic Agency partner?• Find blog writing experts• Attend conferences• Webinars
  17. 17. How do you determine a good fit?• Know their work style• Do a small project• Work on pitches
  18. 18. How do you avoid partner challenges?• Clear specifications• Respect client relationship• Frequent communication
  19. 19. What’s the best way to partner?• MVA (Master Vendor Agreement) or handshake?• Build the relationship over time• Share wins and losses Or
  20. 20. How does an agency benefit fromSpanish social media? • Expand services • Grow client reach • Competitive differentiation
  21. 21. Which is better: transparency or white label? • Open agreement • Seamless partnership (invisible to client) • Benefits to each
  22. 22. Which forums are best?• Facebook - 20MM US Hispanic Users• Twitter - 9MM US Hispanic Users• Other Forums have their strengths o Hi5 – 40MM monthly users o Que Pasa - 35MM members across Latin America o Batanga – 4MM monthly users o MiGente – 3MM registered users o Univision – 2MM registered users
  23. 23. What is the right content?• Finding the interests of your targeted market can be difficult• Not just a straight translation from English• Data from specialized marketing and PR firms• Social Media listening tools can help
  24. 24. 3 Things to Avoid• Hire arbitrarily o “Hector from accounting can run this campaign, Im pretty sure he speaks Spanish…”• Posting inaccurate and outdated content o Grammar can be essential, accents, no Google Translate• Profile set in one language & links to another different language o What good does it serve the native speaker?
  25. 25. Brands Marketing to Hispanics viaSocial Media
  26. 26. Recap• Research is a crucial part of finding the right partner• Partner with agencies or hire experienced individuals that understand the Hispanic community• Take initiative to suggest Hispanic social media to clients• Build relationships through small projects at first• Grow your business through expanded services
  27. 27. Presentation is posted on the blog: www.socialmediaspanish.com/blog Contact Us!•Lara Kretler: lara.kretler@fahlgren.com, @LaraK•Eric Diaz: diaz@dkwebconsulting.com, @ediaz33•Natasha Pongonis: pongonis@dkwebconsulting.com, @NatashaPongonis•Michael Della Penna: mdellapenna@suitedialog.com, @MikePenna
  28. 28. References• Hispanic Cyberstudy 2010, AOL Advertising• US 2010 Census• MSNBC, America in 2050• SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research• Pew Research Center’s Internet & American Life Project, 2010• America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream

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