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How American Companies are Reaching Tech Savvy Hispanic Communities

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How American Companies are Reaching Tech Savvy Hispanic Communities

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The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach Hispanic communities in America. In this presentation, attendees will learn about big brands that are effectively reaching Hispanic communities with innovative and technology-focused campaigns.

This presentation was presented on June 13, 2012 at the Social Media Strategies Summit in Miami.

For more details: http://socialmediastrategiessummit.com/miami-2012/agenda.html

The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach Hispanic communities in America. In this presentation, attendees will learn about big brands that are effectively reaching Hispanic communities with innovative and technology-focused campaigns.

This presentation was presented on June 13, 2012 at the Social Media Strategies Summit in Miami.

For more details: http://socialmediastrategiessummit.com/miami-2012/agenda.html

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How American Companies are Reaching Tech Savvy Hispanic Communities

  1. How American Companies are Reaching Tech-Savvy Hispanic Communities By Erica Swallow Tech Journalist & Director of Community, Contently
  2. “ Despite Hispanics being a minority population in the U.S., they are embracing technology faster than any other group here in the U.S. Louis Pagan Hispanicize & LATISM
  3. Hispanics are tech trailblazers of Latino households own at spend more time 60% least one video or Internet- 68% watching video on the enabled cell phone vs. 43% of Internet vs. non- the general market. Hispanic whites. Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
  4. Latinos rule social media Social Media Usage by Ethnicity By Percentage of Total Group 60 45 30 15 0 Facebook Twitter Geo Apps Hispanic African American Caucasian Sources: Pew Research Center's Internet & American Life Project, BIG Research
  5. Brands are reaching Hispanic consumers in the U.S. through online and mobile programs that engage users with culturally appropriate content in places they already visit.
  6. 5 Strategies for Reaching Hispanic Audiences 1) Host Dedicated Social Channels 2) Take Advantage of Mobile Games 3) Harness the Power of Video 4) Take a Multi-Platform Approach 5) Produce Bicultural Content
  7. 1. Host Dedicated Social Channels ‣ Hispanics are the most engaged group on social media channels ‣ More likely to follow brands, too! ‣ So, build social communities around your Hispanic customers Sources: Pew Research Center's Internet & American Life Project, Nielsen; Images via Mfayas
  8. Case Study: éne-bé-a ‣ 15% of NBA fans were Hispanic upon launch (2009) ‣ 400K Facebook Likes and 7,700 Twitter followers ‣ 12% of English social channel fans are Hispanic
  9. Case Study: XFINITY Latino ‣ Launched in January to complement expanding content ‣ Benefits from celebrity spokeswoman Sofia Vergara ‣ Features ControlManía, social trivia game
  10. Case Study: XFINITY Latino ‣ Launched in January to complement expanding content ‣ Benefits from celebrity spokeswoman Sofia Vergara ‣ Features ControlManía, social trivia game
  11. 2. Take Advantage of Mobile Games ‣ 65% use mobile phone as primary access to Internet ‣ U.S. Hispanics will spend $17.6 billion on mobile devices and $500 million on mobile apps in 2012 ‣ 43% of Hispanics have engaged in mobile games, compared with 33% of Internet users as a whole Source: Burson Marsteller and Census 2010
  12. Mobile gaming apps are on top ‣ Top four mobile app types purchased by Hispanics: games (48%), songs (41%), navigation (24%), and books (23%) ‣ Of Hispanics that own apps, 84% say the apps are primarily in English ‣ 13% about half in English and Spanish ‣ 3% primarily in Spanish Source: Zpryme Hispanic Insights Practice
  13. 3. Harness the Power of Video Monthly Time Spent in Hours:Minutes (Quarter 3 2011) 6:29 4:20 ‣ Hispanics spend more time watching videos on the Internet and mobile Watching Mobile Subscribers Video on Watching Video on Internet a Mobile Phone ‣ 18 million U.S. Hispanics visit YouTube regularly 3:52 3:37 Hispanic Non-Hispanic White Source: Nielsen @Plan Q3’11, Pew Internet Study
  14. Case Study: Growing YouTube Offerings Bilingual programming targeted at young, U.S.-born Hispanics ‣ Google is investing in Bilingual pop culture and expanding Hispanic celebrity content featuring Sofia programming Vergara Spanish language ‣ Launched Hispanic entertainment and celebrity programming channels in April 2012 bringing Hollywood to Latin America Bilingual cultural programming supplying Latino- produced content
  15. Case Study: Kmart YouTube Series ‣ “Madres y Comadres” portrays the unique challenges that Hispanic women and their families face today ‣ Bicultural content in Spanish language ‣ Series has garnered 2.4 million pageviews
  16. 4. Take a Multi-Platform Approach ‣ Consumers are everywhere, so your brands should be, too ‣ Figure out where your customers gather and meet them there ‣ Traditional and emerging platforms
  17. Multi-brand, multi-platform is in Source: Hispanic PR Blog
  18. Case Study: Unilever Vive Mejor ‣ Magazine, website, video, in-store events ‣ Expanded to social media in 2010 with Spanish language channels ‣ 200K Facebook Likes strong ‣ One-stop resource for beauty and food advice
  19. 5. Produce Bicultural Content ‣ Bicultural content A Look at Bicultural Hispanics appeals to a person’s identity, tastes, culture, heritage, value system ‣ 50% of young Latinos (14-34) seek out bilingual/bicultural content, while 30% seek ‘mainstream’ English- only content Source: 2011 report by Motivo Insights and the New Generation Latino Consortium & American Community Survey 2007-2009
  20. Case Study: Yahoo! Shine Latina ‣ Launched June 2012 ‣ English content with nods to cultural identity, written by bicultural editorial staff ‣ Yahoo! Insights study finds that readers prefer a cultural, not lingual approach ‣ 3.57 million Hispanic visitors per month
  21. To Watch: Univision Meets ABC ‣ Univision News and ABC News will launch a 24/7 English language network in 2013 ‣ Targeting English-dominant and bilingual viewers ‣ Will feature journalists from both companies
  22. “ Do those of us in marketing need to move beyond the ‘niche’ mentality when it comes to Hispanics and how they fit into our businesses? What happens when a niche market becomes mainstream? Jose Villa MediaPost
  23. 5 Strategies for Reaching Hispanic Audiences 1) Host Dedicated Social Channels 2) Take Advantage of Mobile Games 3) Harness the Power of Video 4) Take a Multi-Platform Approach 5) Produce Bicultural Content
  24. ¡Gracias! Erica Swallow ericaswallow.com @ericaswallow

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