The document discusses how Hispanics have embraced social media and online connectivity. It notes that over half of Hispanics now use the internet, with 18-34 year olds being even more likely users. Hispanics are avid adopters of new technologies like smartphones and downloading content. While MySpace was once more popular among ethnic groups, Facebook has become the preferred social network for most groups except Spanish-preferring Hispanics, who still favor sites like hi5 that connect them to family abroad. The opportunities for brands to engage Hispanic consumers through culturally relevant social media strategies are significant.

1. CULTURE
SUM M ER 2010
digitizing
culture

2. welcome bienvenidos
With the red-hot growth of online media in the multicultural market, the number
of digital tools companies can use to initiate and maintain conversations with the
multicultural consumer have multiplied exponentially.
It’s an exciting new world out there, with millions of these consumers searching
online for culturally-relevant content, interacting with friends and family on social
networking sites, and using mobile devices to stay connected. The opportunities
to interact with these tech-savvy, culturally unique markets are nearly limitless.
The key to it all is culture.
To reach out and tap into the pulse of the multicultural community, we need
to demonstrate a deep understanding of their values, traditions and speak
their language. Only then can we truly build a lasting relationship of mutual
understanding with our consumer.
Now, more than ever before, we have the opportunity to create relevant,
innovative, brand communications to which multicultural consumer can relate.
All we need to do is listen, understand and adapt.
By understanding the multicultural market and the innovative communications
technologies available, brands can engage in meaningful and persistent,
culturally-appropriate dialogue with their customers and their communities.
Armando Azarloza, President
The Axis Agency
2

3. what’s inside
6 9 10
the power of how to best measure a year of social media
the multicultural social media effors marketing
consumer online
12 18 22
for hispanics, the web african americans social fans more likely
has always been social online to buy
24 30 34 35
case study case study blogger profile speaker spotlight
American Airlines Degree Men Midtown Chic-a TagMe 2010 Conference
35 36 38 39
can’t miss axis biotweets top celebrity tweeters full circle
conferences
3

4. + los angeles + new york + miami + chicago + dallas + austin
www.theaxisagency.com
4

5. 23 million
hispanics are holding
conversations
online.
Start talking with them today by digitizing culture.
5

6. the power of the multicultural
consumer online
At the time of the 2000 Census, Hispanics were considerably less likely to
be Internet users than the general population, but times have changed.
Hispanics have reached a critical mass online — more than have distinctive online needs and represent an emerging
half (54%) use the Internet, according to consumer and and growing marketing opportunity. Brands utilizing
media research firm Scarborough Research. The Hispanic interactive marketing to target Hispanics could have an
adult is as dynamic a consumer online as he or she is in advantage. The online advertising marketplace appears
the traditional media world. Local influencers and unique to be under-represented when it comes to Hispanic
demographics drive distinctive online shopping behaviors, promotions, so first-movers with Hispanic-targeting online
types of Internet connectivity, and overall Internet usage. marketing activity could lay the groundwork for creating
Hispanics are an important online consumer group: they greater opportunities for lifetime brand loyalty.
6

7. “This is an on-the-go and connected
consumer group, and mobile marketing
could be a key way to reach them.”
INTERNET USE BROADBAND
Hispanic Internet access has grown 13% (on a relative Household broadband* access has grown exponentially
basis) since 2004 — from 48% in 2004 to its current since the start of the decade. According to Scarborough
penetration of 54% (as noted above). By contrast, Internet Research, 71% of U.S. Internet Users have broadband
access by all consumers nationally grew 8% during the at home, growing from just 15% in 2002. Hispanics have
same time period. In 2004, 64% of all consumers accessed been taking advantage of the expansion of broadband,
the Internet, and this increased to 69% in 2008. and their rate of adoption has mirrored that of the total U.S.
population. Currently, 68% of Hispanic Internet Users** have
18-34 year-old Hispanics are more likely to access the a broadband connection in their household. This grew from
Internet than Hispanics overall, and their rate of Internet 13% in 2002 — an increase of more than fivefold.
access is growing at a faster pace than that of the total
Hispanic population. 52% of 18-34 year-old Hispanics were DOWNLOADING
online in 2004. This grew to 60% in 2008, an increase of Forty-two percent of Hispanic Internet Users downloaded*
15%. Given that both Internet users and Hispanics tend to some form of digital content, such as music, podcasts or
be younger than the general population, this is no surprise. video games during the past month, in comparison to 35%
of all Internet Users. In fact, Hispanic Internet Users are 21%
14% of the U.S. adult population is Hispanic. Scarborough more likely to download digital content than the average
identified 13 local markets with an above-average adult online.Music is the top category for downloading.
concentration of Hispanic adults and examined their 32% of Hispanic Internet Users report downloading music
distinctive Internet patterns. These markets, along with their during the past month. 11% downloaded audio clips. In the
Hispanic incidence among adults, are: video category, 9% downloaded movies, 8% downloaded
television programs, and 17% downloaded “other video.”
3% of Hispanic Internet Users downloaded podcasts, and
Chicago, IL 17% Miami, FL 46%
six percent downloaded video games.
Dallas, TX 22% New York, NY 19%
El Paso, TX 75% Phoenix, AZ 23%
Younger consumers are more likely to download content
Fresno, CA 46% Sacramento, CA 21%
online. Forty-nine percent of 18-34 year-old adult Internet
Harlingen, TX 86% San Antonio, TX 50%
Users downloaded digital content in the past month,
Houston, TX 29% San Francisco, CA 19%
compared to 35% of the total online population. Similarly,
Los Angeles, CA 39%
it is no surprise that whem you examine this younger
demographic of Hispanics, the percentage is even higher.
51% of 18-34 year-old Hispanics downloaded digital
content during the past 30 days.
* Broadband connection is defined as having a cable modem or DSL connection in the household
** Hispanic Internet Users are those Hispanics that access the Internet
7

8. INTERNET SPENDING THE MOBILE CONNECTION
Scarborough finds that almost two-thirds (62%) of Hispanic Hispanics are avid cellular phone users. They are more likely
Internet Users are online purchasers, meaning that they than the typical adult to have a cell phone, and they are in
bought merchandise online during the past year. This is the top spending brackets for cellular usage. Hispanics have
not far behind the total Internet population, as 70% of been at the forefront of using the expanded functionality and
Internet users nationally made an online purchase in the technology in cellular devices, such as picture taking, text
past 12 months. The mean amount spent online annually by messaging and downloading ring tones or games. They are
Hispanic Internet Purchasers*** is $762, versus $861 for all also more likely to use cell phones for tasks such as email or
Internet Purchasers. Moreover, average Internet spending utilizing other Internet features.
among Hispanic Internet Purchasers increased by about
6% since 2006, a rate of increase comparable to Internet DEMOGRAPHICS
Purchasers overall. Youth, education, and higher than average household
incomes are three demographic calling cards of Hispanic
Internet Users.
Hispanic Internet Users have higher household incomes
than the total Hispanic population. Half (50%) of Hispanic
Internet Users have an annual household income of $50,000
or more. The average household income of a Hispanic
Internet User is $67,000, versus $54,000 for all Hispanics.
They are also more likely (than the average Hispanic) to have
a four-year college degree or greater, and to be employed
full- or part-time. Well over half (57%) of adult Hispanic
Internet Users are under the age of 35, versus 35% of
total Internet Users. As Hispanics overall are more youthful
than the general population, and Internet users are
younger, the online “youth factor” is accentuated even more
among Hispanics. 360
*** Hispanic Internet Purchaser refers to Hispanics who made “any” Internet
purchase during the past year
This article is reprinted with premission
from Scarborough Research.
8

9. how to best measure
social media efforts
Depending on your point of view, social With desired outcomes in hand, you can then identify and prioritize
media is either a powerful force that has the activity, reach, and relevance metrics to support those outcomes.
redefined communications forever or We tend to organize these as three Cs and three Ss:
simply a new set of channels for people
and organizations to communicate C1. CONTENT MEASURES: Analyzing how content is consumed,
with each other. Either way, for most shared, adapted, and amplified, including:
companies and brands, social media has
moved from being an object of curiosity S1. SITE MEASURES: Analyzing Web site metrics including
in 2007 to modest experimentation in visitors, time, downloads, feedback, etc.;
2008 to mainstream adoption in 2009.
Now it’s time to justify that investment S2. SEARCH MEASURES: Assessing paid and organic search
in 2010. for company content and keywords;
Where to begin? S3. SYNDICATION MEASURES: Assessing engagement with
brand-related content beyond your Web site, including video
First and foremost, start by clearly defining views, links, etc.
your organization’s desired outcomes.
For social media, this might include C2. CONVERSATION MEASURES: Analyzing volume, content,
driving $X million in sales, engaging a and sentiment of relevant conversations, including share of voice,
new audience or community, improving message penetration, favorability, or intensity of opinion.
customer satisfaction, or changing
customer behaviors. Define the goals C3. CAMPAIGN MEASURES: Assessing ROI against defined
as precisely as possible in measurable campaign objectives.
business terms.
The good news is that social media is rich with data and much of it
is freely available. Just make sure you focus on both the metrics and
the outcomes, not the tools. Insight doesn’t live in silos, so you’ll need
multiple sources.
9

10. a year of social media
marketing by Lee Vann and Felipe Korzenny
Astronaut José Hernández, a/k/a @Astro_Jose, tweets in both English
and Spanish to 100,000 people who have been following his remarkable
life from field-worker as a child in northern California to outer space.
It’s not hard for him to find followers these days. MOST ONLINE AMERICANS VISIT SOCIAL NETWORKING
SITES AT LEAST TWICE A MONTH
The majority of online Americans now visit social networking In the past year, we found that usage of social networks
sites, and Hispanics and other minorities continue to visit across ethnic segments has grown exponentially. Marketers
them more than non-Hispanic whites, according to the 2009 take note: most Americans now visit social networking
Multicultural Marketing Study by the Center for Hispanic sites and use them as increasingly important means for
Marketing Communication at Florida State University, DMS communication and information.
Research, and Captura Group.
Percent of a given segment who visit a social networking
The study also reveals that social media usage among site at least 2 -3 times per month:
Hispanics and other minorities continues to grow by double
digits, with Facebook and MySpace leading the way. What’s + 62% of English-Preferring Hispanics, up from 46% in 2008
more, smaller social networking sites such as hi5, Black + 63% of Asian Americans, up from 42% in 2008
Planet, Twitter and LinkedIn have strong appeal with certain + 60% of African Americans, up from 33% in 2008
ethnic groups. + 59% of Spanish-Preferring Hispanics, up from 35% in 2008
+ 55% of Non-Hispanic Whites, up from 24% in 2008
10

11. In the past year, usage of social networking
websites has exploded among all ethnic groups
and we expect this trend to continue.
Although ethnic minorities are still more likely to visit social
networking sites when compared to Non-Hispanic Whites,
the gap has closed considerably as social networking has
Percent of a given segment who visit Facebook
become more popular. (2009/2008) and MySpace (2009/2008) regularly
MOST ETHNIC SEGMENTS NOW PREFER FACEBOOK
OVER MYSPACE
In 2008, we found that MySpace held a firm lead over English-Preferring Hispanics 44% / 18% 41% / 44%
Facebook. Today, the tables have turned, and Facebook Asian Americans 55% / 18% 29% / 31%
has become more popular among all of the ethnic groups
African Americans 42% / 12% 40% / 29%
that we analyzed with the exception of Spanish-Preferring
Hispanics. (See Fig. 1) Spanish-Preferring Hispanics 36% / 13% 41% / 35%
Non-Hispanic Whites 43% / 7% 31% / 22%
SOCIAL MEDIA PREFERENCES ARE BEGINNING TO
FRAGMENT AMONG MINORITIES Fig. 1
When considering a social media strategy, marketers should
take note that ethnic groups have preferences between
social networking sites. Consider the case of Hi5, a social
media site with a strong presence in Latin America. Its Percent of a given segment who visit Hi5 and
success in the southern hemisphere has made it extremely
Black Planet regularly (2009)
popular with Spanish-Preferring Hispanics in the U.S. who
want to connect with family members back home.
Today, hi5 competes with both Facebook and MySpace
among Spanish-Preferring Hispanics (29.1% usage versus English-Preferring Hispanics 6.1% 2.4%
36% and 41%, respectively). Asian Americans 5.0% 1.0%
African Americans 4.8% 17.2%
These findings are important because as social networking
Spanish-Preferring Hispanics 29.3% 0.6%
has become ubiquitous, specialized sites have become
viable options for advertisers looking to target ethnic Non-Hispanic Whites 0.4% 0.0%
audiences. (See Fig. 2)
Fig. 2
ASIAN AMERICANS ARE TWICE AS LIKELY TO USE
LINKEDIN AND TWITTER
The 2009 study also included the usage of LinkedIn and
Twitter. We found that both sites are still emerging and most
Percent of a given segment who visit
popular among Asian Americans. We attribute the popularity
of LinkedIn and Twitter among Asian Americans to higher LinkedIn and Twitter regularly (2009)
income levels and technology adoption. (See Fig. 3)
MORE GROWTH EXPECTED FOR 2010
In the past year, usage of social networking websites has English-Preferring Hispanics 7.2% 6.7%
exploded among all ethnic groups and we expect this trend Asian Americans 14.5% 10.8%
to continue. While preferences of certain social networking
African Americans 4.2% 6.6%
sites might change over time, social media promises to
remain relevant for all ethnic groups. Spanish-Preferring Hispanics 0.9% 2.6%
Non-Hispanic Whites 7.1% 5.6%
People such as José Hernández can expect many more
followers. For marketers, the sky should also be the limit. 360
Fig. 3
This article is reprinted with premission from MediaPost.
11

12. for hispanics, the web
has always been social
U.S. Hispanics are a young demographic segment with a
strong affinity for social media and technology in general, and
Hispanic culture plays an important role in promoting online
social connectivity. Hispanics in the U.S. tend to be drawn to
collectivistic values and often look to one another to help guide
decisions and opinions; social media facilitates such collective
sharing of information and communication.
12

13. Hispanics tend to be proactive and create and
share their own content and social networks
are ideal platforms for publishing and distributing
such original content.
Even 17% of online Hispanic Boomers
& Seniors read blogs
47%
Use social 26%
networking sites 16%
Hispanics have been avid users of social media since 26%
its inception, and continue to lead the way in terms of Read blogs 20%
17%
adoption, usage and engagement.
26%
Participate in
20%
As of 2009, the top social networking sites for the HCM discussion boards, 11%
segment are MySpace and Facebook; however, there
16%
are several Tier-2 social sites (i.e. Hi5, Sonico.com, Publish your 15%
MyBatanga, Cyloop, etc.) that rank high in terms of usage own Web pages 12%
Gen Y (18-26)
and engagement. Gen X (27-40)
Publish or 11%
Boomers & Seniors (41+)
9%
maintain a blog 6%
Market forces are driving Hispanics to use social media.
There is a dearth of culturally-relevant and in-language
content available to them online. As a result, Hispanics
tend to be proactive and create and share their own
content and social networks are ideal platforms for 31%
publishing and distributing such original content. MySpace 31%
31%
21%
In reaching out to U.S. Hispanics through social media,
YouTube 24%
brands must connect with Hispanic culture and create 22%
online social environments/experiences that are relevant 16%
from a cultural point of view (and potentially in-language). iTunes 20%
18%
Developing this new communication model requires a
strategic, long-term approach. 12%
Wikipedia 15%
13%
20%
VoyMusic.com 5%
13%
10%
IMDB 7%
8%
13%
PlanetaTV.com 2%
8%
9%
Batanga.com 2%
5%
8%
VoyTV.com 2%
5%
Spanish-preferring Hispanics
7%
English-preferring Hispanics
Facebook 2%
All online Hispanics
4%
13

14. Percentage of Respondents Who Visit
Social Networking Sites at Least Two or
Three Times a Month
40%
36%
34
35%
30%
27% 26%
25%
20% 18%
15%
10%
5%
0%
English-Preferring Asians Spanish-Preferring African-Americans Non-Hispanic
Hispanics Hispanics Whites
Fig. 1
BACKGROUND / TIMELINE
Social Media is a relatively new phenomenon (as a + By 2007, U.S. Hispanics lead non-Hispanics in the
reference, Facebook and blogging in general came to the use of social media. This was particularly true of young
world’s attention in early 2004), and Hispanics in the U.S. Hispanics (18-26), but older generations such as Gen-
across the acculturation and language preference spectra Xers (27-40), Baby Boomers and Seniors (41+) were also
have been part of it since the beginning. participating.1
Past + In 2007, there were Hispanic social networking sites
As an example, a recent Forrester study1 reveals that: cropping up constantly on the Web. Some, such as
QuePasa.com, had been around for a while, but were
+ In 2005, 9% of Hispanics reported using social enjoying renewed attention. Others, such as ElHood.com,
networking sites, such as MySpace, QuePasa, and were new to the market and focused on music and
MiGente1. entertainment. Additionally, MySpace had just launched
MySpace Latino.
+ Use of social networks among U.S. Hispanics tripled
between 2005 and 2006, with MySpace at the top of the + Spanish-preferring Hispanics, although less acculturated
list and 31% of Hispanics visiting the site at least once a and with less income, are heavily engaged in the social
month1. media space. Specifically, when compared with English-
preferring Hispanics, Spanish-preferring Hispanics are1:
+ As of 2007, 50% of online Hispanics reported to − On par for visits to social networking sites
participate in at least one of five social computing − More avid blog readers
activities, including1: − Slightly ahead on content creation and community
− Social networking participation
− Blogging
− Maintaining personal Web pages
− Commenting on discussion boards
14

15. Hispanics often look to one another to help
guide their decisions, and social media
facilitates such collective sharing of information
and communication.
15

16. Percentage of Respondents Who Visit MySpace or
Facebook “regularly”
45% 44%
40%
35%
35%
31%
30% 29%
25%
22%
20% 22% 22%
English-Preferring Hispanics 15% 22% 22%
Spanish-Preferring Hispanics
10% 22%
Asians
African_americans 5%
Non-Hispanic Whites
0%
MySpace Facebook
Fig. 2
Present + Older Hispanics (36 and older) and Social Networking2
+ By 2009, 65% of Hispanics online were using social − English AND Spanish-preferring Hispanics are on par
media.3 with Asians in terms of social network site usage, at
24% (23% for Spanish-preferring) vs. 13% for non-
+ As of 2009, U.S. Hispanics continued leading the way Hispanic Whites
in social media usage.2
− 36% of English-preferring Hispanics visit social Future
networking sites at least two or three times a month Additional relevant trends to keep an eye on:
(over-indexing Internet users of Asian origin, the
group with the highest usage and engagement stats + Online Hispanics adopt new media technology (such as
in the U.S. (Fig. 1) Web TV) quicker than non-Hispanics.5
− Spanish-preferring Hispanics are not too far behind,
at 27% (compared to 18% for non-Hispanic Whites) + U.S. Hispanics are among the most avid users of mobile
broadband (53% vs. 33% for non-Hispanic whites), and
+ Over the course of the past two years, MySpace rely more on their cell phones than the general U.S.
and Facebook have become the predominant social population, despite of their relatively lower incomes.4
networking sites for U.S. Hispanics.2 Therefore, we should see continuous increase in mobile
− 44% of English-preferring Hispanics (and 35% Internet access (this is particularly “organic” to younger
of Spanish-preferring Hispanics) visit MySpace generations of Hispanics, to whom smartphones function
or Facebook “regularly” (vs. 22% for non- as their primary point of contact with the Web).
Hispanic Whites)
− English-preferring Hispanics are avid Facebook Given the current demographic composition of the U.S.
users, on par with Asians (see chart below) in the and the intrinsic characteristics of Hispanics (collectivistic,
U.S. at 18% (vs. 7% for non-Hispanic Whites) natural social networkers, etc.), we should expect to see
continuous growth both in the size of the Hispanic social
+ Young Hispanics (35 and younger) and Social media user base, and degree of sophistication in terms of
Networking2: social media utilization. Therefore, it will become increasingly
− English-preferring Hispanics are on par with Asians critical for brands to have a well thought-out social media
and non-Hispanic Whites in terms of social network strategy (Web and mobile) to effectively reach out to
site usage, at 58%. Hispanics in a culturally-relevant way.
− Spanish-preferring Hispanics 35 and younger trail
behind at 33%.
16

17. Percentage of Respondents 35 and Younger Percentage of Respondents 36 and Older
Who Visit Social Networking Sites at Least Who Visit Social Networking Sites at Least
Two or Three Times a Month Two or Three Times a Month
60% 58% 58% 57%
25% 24% 24%
23%
50%
20%
17%
40%
33% 33% 15%
13%
30%
10%
20%
5%
10%
0% 0%
English-Preferring Asians Spanish-Preferring African-Americans Non-Hispanic English-Preferring Asians Spanish-Preferring African-Americans Non-Hispanic
Hispanics Hispanics Whites Hispanics Hispanics Whites
Fig. 3 Fig. 4
PROSPECTS, INFLUENCERS AND SOCIAL MEDIA SITES COMPETITIVE ANALYSIS
The following data provides a snapshot of Prospect and It is imperative for brands to pay close attention to what
Influencer social media use by listing the top 10 social HCM Prospects and Influencers are doing in the social
sites they visit.6 The tables provide texture on traffic volume (total media space, as they over-index all other ethnic segments
unique visitors) as well as engagement (time spent on the site, in utilization and engagement:
avg. minutes per visit) for three language preference categories:
English-preferring, Spanish-preferring, and “Indifferent.” + Special attention to Tier 1 (MySpace and Facebook) and
Tier 2 (Hi5, Sonico.com Batanga, Cyloop, etc.) social
KEY TAKEAWAYS networks
+ Facebook and MySpace are the top social sites for HCM
Prospects and Influencers: + Keep an eye on important trends relevant to the HCM
− Prospects prefer MySpace segment (i.e. increase in the use of Twitter, blogging/con-
− Influencers prefer Facebook sumption of blog content, online video / Web TV, mobile
social networking)
+ Hi5 is still a popular social network among Spanish-
preferring and “Indifferent” HCM Prospects and + The HCM segment is poised to continue growing in
Influencers. numbers and relevance. Brands should have a strategy
in place to address this and integrate HCM Prospects
+ Blogs are also popular, with platforms such as Blogger and Influencers as an important part of any future social
and WordPress ranking among the top 5 across all 6 media marketing plans / initiatives.
segments (Note: We need to take into consideration that
some Web sites that do not qualify as blogs are built on + Within the context of this social media marketing roll-out
these platforms). plan, brands would benefit from creating culturally-
relevant (and even in-language) social environments
+ Web video is widely popular as well, particularly among where they can engage HCM Prospects and Influencers
Prospects. in conversations that will help fight barriers and drive
positive associations with these brands. 360
+ Twitter appears in the top 10 sites for all 6 segments, but
it seems to be slightly more popular among Influencers. Sources:
1. “Hispanic Social Computing Takes Off,” Forrester, 2007
2. The multicultural World of Social Media Marketing, 2009
3. Why Social Media is the Fabric of Hispanics Online, Brandweek, 2009
4. The Hispanic Institute: Hispanic Broadband Access: Making the Most of the Mobile,
Connected Future, 2009
5. “Half of U.S. Hispanics have an Online Social Media Profile,” Business Wire, 2009
6. comScore MediaMetrix, October 2009
17

18. african americans
online
The African-American Internet population reflects the high percentage of
young people in the general African-American population: 30% are under age
18, and 71% of that group is online. How they get there is an open question.
While 45% of African-American households had some type of Internet access
in 2007, this group is more likely than whites to go online via mobile phone,
according to the Pew Internet & American Life Project.
Black spending power is strong, estimated at $913 billion
in 2008 by the Selig Center for Economic Growth. And with Time Spent with Media per Week by
the recent election and inauguration of President Barack
African-American Internet Users,
Obama, spirits have never been higher in some segments of
the black population. October–November 2007 (% of total time)
Still, marketers seem uncertain about how to reach this TV 36%
audience. In 2008, advertisers were pulling money out of
traditional black media and adding it to Hispanic ad budgets, Internet 26%
at the same time as many were unhappy with their multicultural
marketing campaigns.The fact that the US advertising industry
AM/FM radio 18%
is under attack for its lack of diversity only underscores the
Other* 20%
problem.The African-American market cannot be taken for
granted — this audience takes note of advertisers and the
Note: *ages 13 –75; *all reading, listening to music, watching DVDs, video games
messages targeted to them, and responds accordingly. and satellite radio
Source: Radio One Inc., “Black America Study” conducted by Yankelovich,
June 2008
Television is still the top medium, but many people are
multitasking online while watching. African-Americans watch
more hours of television per week than any other racial
group — some 45 hours in 2007, according to The Nielsen
Company. They also spent 31 hours per week on the Internet,
according to a Radio One survey conducted by Yankelovich.
Obviously there is some multitasking going on: 48% of the
Radio One/Yankelovich respondents said they were online or
using a computer while also watching television.
18

19. Key eMarketer Numbers—
African Americans Online
23.7 million African-American* Internet users
in 2013, up from 17.8 million in 2008
56.4% African-American* Internet users
% of total African-American population
in2013, up from 46.4% in 2008
11.2% African-American* Internet users
% of total U.S .Internet users in 2013,
up from 9.9% in 2008
Note: *alone or in combination with other races
Source: eMarketer, March 2009
19

20. Some 56% of African-Americans, or 23.3 million people,
are under age 35, and most of that group is online daily.
Because of their intense interest in all things digital,
Radio One/Yankelovich categorized them as follows:
“Digital networkers” Connected black teens “Black onliners”
(median age, 23) (median age, 27)
More than 92% are under age 35; 69% are male; Almost two-thirds are under age 18. Like other, They are heavy Web users; 45% are ages 18 to 34;
57% are students; and 44% live in suburbs. They nonblack teens, they are tech-savvy, heavily 70% are male; and nearly eight in 10 shop online
are heavy users of social networking and instant social, music-oriented and brand-conscious. once per month and spend an average of $115 per
messaging (IM) and have high ownership levels of Unlike other, nonblack teens, nearly one-half of month on the Web.They use e-mail and IM and visit
laptops and mobile phones. the time they watch TV is spent watching black- YouTube, black websites and music websites.
focused shows.One-half of those who are online
visit black websites at least weekly.
20

21. Nearly one-third of “black onliners” admitted
that if they see something they like, they
have to have it, even if it costs more than
they would like to spend.
US Adult Mobile Device* Users Who Use
Mobile Content and Applications Daily, by Race/
Ethnicity, October– December 2007
Top 10 Websites Among US African-
(% ofrespondents in each group)
American Internet Users, Ranked by Unique
African-
White American Hispanic
Audience Composition, September 2008
Send or receive text messages 28% 34% 42% (thousands and % composition)
Take a picture 14% 21% 20% Unqiue audience %
(thousands) composition
Play a game 6% 11% 15%
Send or receive e-mail 7% 7% 9% 1. BlackPlanet.com 793 77.6%
Access the Internet for news, weather, 7% 9% 10% 2. zShare 409 35.8%
sports or other information 3. imeem 551 29.6%
Record a video 3% 4% 3% 4. WatchMovies.net 633 27.7%
Play music 5% 10% 12% 5. USAJOBS 701 27.0%
Send or recieve instant messages 4% 9% 12% 6. Job.com 625 24.9%
Get a map or directions to another location 3% 2% 4% 7. JobsOnline 384 24.3%
Watch video 2% 4% 2% 8. Zango 708 23.0%
Total 38% 50% 56% 9. BlackVoices 841 21.9%
10. WorldWinner 509 21.9%
Note: *ages 18+; *mobile phone or PDA
Source: Pew Internet & American Life Project, “Mobile Access to Data and
Information” as citied in press released, March 5, 2008 Source: the Nielsen Company, “Multi-cultural Advertising,” January 29, 2009
These young people are more brand-conscious than their elders, 11 million people.The number must be considered in light
and more impetuous in their buying habits. Nearly one-third of of two facts. First, Yankelovich’s survey base was 3,400
“black onliners” admitted that if they see something they like, they African-Americans, interviewed by phone and online.The
have to have it, even if it costs more than they would like to spend. chart’s extrapolation to activities that millions of participants
engaged in is based on a Pew Internet Project report
African-Americans’ online activities mirror those of every other online from March 2007; later reports gave lower values to
culture and population. Communicating by e-mail, researching and African-American Internet penetration, as mentioned earlier
shopping were the top three activities in the Radio One/Yankelovich in this report. 360
survey, just as they were in many other general-population surveys.
However, the fourth-ranked online activity in this African- This article is reprinted with premission
from eMarketer.
American-only survey is “visit black sites,” estimated at
21

22. social fans U.S. Internet Users Who Are More Likely
to Buy/Recommend a Brand Since
more likely Becoming a Fan/Follower on Facebook
to buy
February 2010 (% of respondents)
Yes, for many brands
19%
19%
Social media marketers looking Yes, for a few brands
32%
for an indication that their efforts
41%
are helping the bottom line will No
be encouraged by findings from 34%
29%
Chadwick Martin Bailey and
Do not know
iModerate that social friends and 15%
followers feel more inclined to 12%
purchase from the brands they Note: n=1,504 ages 18+; numbers may not add up to 100%
due to rounding
are fans of. Source: Chadwick Martin Bailey and iModerate Research Technologies as
cited in press release, March 10, 2010
22

23. The top reason to friend a brand on Facebook was to
receive discounts, followed by simply being a customer
of the company and a desire to show others that they
support the brand.
More than one-half of Facebook fans said they are more
likely to make a purchase for at least a few brands, and 67%
Primary Reason that U.S. Internet Users
of Twitter followers reported the same.
Are Fans of a Brand on Facebook
February 2010 (% of respondents) The power of earned media gives a further boost to brands:
60% of respondents claimed their Facebook fandom
To receive discounts and promotions
increased the chance they would recommend a brand to a
25% friend. Among Twitter followers, that proportion rose to nearly
eight in 10.
I am a customer of the company
21% The researchers also explored why social media users
become brand fans. The top reason to friend a brand on
To show others that I like/support this brand
Facebook was to receive discounts, followed by simply
18% being a customer of the company and a desire to show
others that they support the brand. On Twitter, discounts,
It’s fun and entertaining
up-to-the-minute information and exclusive content were
10%
the main draws; only 2% of respondents followed brands on
Twitter to show their support.
To be the first to know information about the brand
8%
The findings are largely in line with previous research about
Gain access to exclusive content
what social followers want, but the results changed when
Chadwick Martin Bailey asked respondents about why they
6%
had first decided to follow brands, and allowed them to
Someone recommended it to me choose as many reasons as they liked.
5%
Among Facebook fans, the top reasons were being a
To be part of a community of like-minded people customer (49%) and to show support (42%), with discounts
4%
and promotions coming in third (40%). Another 34% simply
said it was fun and entertaining to become a fan. On Twitter,
I work for/with the company being a customer won out (51%), with discounts (44%) and
2% fun (42%) rounding out the top three. 360
I own stock in the company
0% This article is reprinted with
premission from eMarketer
None of these
0%
Note: n=1,504 ages 18+; numbers may not add up to 100% due to rounding
Source: Chadwick Martin Bailey and iModerate Research Technologies as
cited in press release, March 10, 2010
23

24. case study: american airlines
american airlines
AAdvantage
The Axis Agency goes far beyond merely translating materials. We
create public relations campaigns that truly connect with our target
audience and incorporate our multicultural outreach. The following
American Airlines case study goes to the heart of this strategy.
American Airlines engaged The Axis Agency to support Hispanic population continues to grow, so does their amount
an AAdvantage advertising campaign aimed exclusively at of travel. While historically, they may have traveled closer
the U.S. Hispanic Market — to increase its AAdvantage to home and taken more low-key vacations, today they are
enrollment among this audience. The advertising campaign spending more money and traveling more frequently and to
included major media buys in Chicago, Dallas, New York greater distances.
and Miami in print, online, broadcast and cable, as well as
an education campaign scheduled for Telemundo. Additionally, the growth of the U.S. Hispanic Internet
audience in the last year has outpaced that of the total U.S.
Over the years American Airlines has made significant inroads online population in the number of visitors, time spent and
into the U.S. Hispanic demographic, whose buying power pages viewed, as the number of Hispanics going online and
is estimated at nearly $1 trillion, and the potential to bring engaging continues to increase. So American Airlines wanted
thousands more into the American Airlines AAdvantage family to capitalize on this trend by reaching out to Hispanics on
is huge. Some 41 percent of U.S. Hispanics live in American platforms with which they were most comfortable.
Airlines hub cities and are an inviting consumer base. As the
24

25. OBJECTIVES MEDIA STRATEGY
+ Position American as the airline that offers the best Our media strategy was a two-pronged, integrated
value in mile redemption with 40 flights to Latin campaign, reaching out to both traditional and
America; 35 to the Caribbean and 14 to Mexico. social media:
+ Highlight that miles accrued can be used by targets + First, we targeted Spanish-language media — print,
both to maintain an important connection with their broadcast, digital and social — emphasizing American’s
home countries and to establish new connections in commitment to this segment, pointing out the benefits
the United States. that Spanish-speaking customers can reap by
+ Showcase the ease of enrollment and use of the becoming members of American’s – the world’s first —
website, AA.com — in several languages. frequent-flier program.
+ Underscore the various ways in which members can + Second, we targeted English-language media —
earn miles. specifically advertising trade publications (eg Ad Age,
Ad Week) and business publications (Forbes, Fortune,
BusinessWeek, Hispanic Business, Hispanic Market
Weekly and Multicultural News, among others) —
emphasizing American’s long history — and trendsetting
status in outreach to U.S. Hispanics, and their
importance to American’s overall business success.
25

26. case study: american airlines
PROGRAM ELEMENTS
+ Developed an ad and executed a buy on Facebook — using Facebook Targeted
Campaign — targeting some 268,000 Spanish-speaking Facebook individuals who:
- Live within 50 miles of Dallas, TX, Chicago, IL, Miami, FL or New York, NY
- Are over the age of 18
+ Created tweets in Spanish and English publishing each tweet on American’s Twitter
channel and tracking re-tweets
+ Uploaded the commercial to the American Airlines YouTube Channel, with a targeted
message in English and Spanish
+ Conducted an aggressive national media outreach campaign the week of commercial
launch with follow up at both local and national level
OUTCOME
Title (25 Characters): Our goal was to increase the enrollment of Hispanic consumers in American Airlines’
Programa AAdvantage AAdvantage program, which has more than 62 million members worldwide. Since the
campaign kicked off, 300 plus individuals have registered for the AAdvantage program,
Body (135 Characters): the majority of them choosing Spanish, by going through the www.aa.com/mismillas page
Conozca AAdvantage®, vuele con referenced on our materials — and those numbers are still coming in.
nosotros y empiece a acumular
millas en nuestras compañías The media campaign has generated more than 48 media placements with more than
participantes. 21 million impressions, reaching an audience of 5,823,361. This includes placements in
Hispanic Business, PR Week, Hispanic Market Weekly, and the Dallas Business Journal —
Link: a story that was picked up by business journals nationwide — as well as a local hit on the
www.aa.com/mismillas 33 TV news broadcast and a number of local Spanish-language publications.
26

27. the media campaign has generated more than
48 media placements with more than 21 million
impressions, reaching an audience of 5,823,361
TWITTER NUMBERS
Tweets published through American’s marketing brand channel
called “AAirwaves” over the course of two days had a potential
reach of 42,181 individual Twitter users, including followers of
American Airlines, over the course of this effort.
FACEBOOK NUMBERS
The ad on Facebook generated:
+ 794,692 impressions
+ 193 click-throughs
+ Total amount spent: $84.91
27

28. case study: american airlines
The following article was published in PRWeek on December 1, 2009.
American Airlines shoots to
score with Hispanic travelers
by Kimberly Paul
COMPANY: American Airlines DURATION:
PR AGENCY: The Axis Agency September 24-December 31
CAMPAIGN: The Penalty Challenge
American Airlines is working to interact with Hispanic consumers through various online
strategies in 2009. One such tactic is “The Penalty Challenge,” which allows consumers to play
an online soccer game and earn AAdvantage miles and the chance for ticket discounts.
STRATEGY
AA wanted to get Hispanic consumers more comfortable interacting with the company
online, says Billy Sanez, corporate communications director.
“Hispanic customers are used to going to travel agencies and having a longer dialogue
before they buy a plane ticket,” he explains. “So we want to make sure we’re in that longer
dialogue online.”
The message is promoting AA’s “involvement with the Hispanic community and continued
commitment to it,” says Ana Barrera Waggoner, group manager for Axis Agency, AA’s
Hispanic PR AOR. Additionally, she notes, it promoted the company’s relationship with
Major League Soccer.
PROGRAM ELEMENTS
The PR team conducted media outreach to both English- and Spanish-language outlets, as
well as travel publications. Twitter and Facebook were among the sites used to build buzz
about the game.
The Penalty Challenge itself is also viral, allowing players to send to friends and share their
scores, a big part of spreading the word, Sanez says.
28

29. “The results have
allowed us to see the
consumption pattern
by fans of American
and fans of soccer, and
how they want us to
interact with them”
OUTCOME
Media hits have included the Fort Worth Star-Telegram, Hispanic Market Weekly, and
TravelPulse.com. As of October 21, more than 9,000 consumers registered and played the
game.
“The results have allowed us to see the consumption pattern by fans of American and fans of
soccer, and how they want us to interact with them,” Sanez adds.
FUTURE
American plans to leverage the continued popularity of soccer, particularly around the 2010
World Cup in South Africa.
“We’ll look at how we can expand [The Penalty Challenge] to other areas or how we can add
an additional version to it for the future,” says Sanez.
29

30. case study: degree men
degree men
siempre enfrenta
el reto
Degree Men, a Unilever brand, commissioned The Axis Agency to
launch an online campaign targeting the U.S. Hispanic market that
leveraged the brand’s sponsorship of the Mexican National Soccer
Team as it made its way to the 2010 World Cup.
Axis focused its digital strategy less on bulky platform
development and more on community building through
unique branded experiences within popular social
networking sites. The concept of “brand as a friend” lead
the campaign POV; providing personal access to exclusive
Mexican National Team content and experiences consumers
could share, personalize and grow their own social currency.
Through Facebook, MySpace, YouTube and Twitter, Axis
deployed a wide range of original multimedia content,
conversation starters and promotions that focused on our
target audiences’ passion for soccer. Across all these social
media channels, Degree Men allowed consumers to show
30

31. The Axis Agency captured and
produced exclusive interviews,
event highlight reels and behind-
the-scenes video packages
with current players and several
Mexican soccer legends.
off their cultural pride and engage with a brand that truly distributed across all brand channels and were pitched to
understands their wants and needs. online media outlets, bloggers and online influencers for
additional syndication and maximum reach.
As part of the ongoing engagement and conversations
across Facebook and Twitter, Axis produced a series of COMMUNITY MANAGEMENT
timely polls, quizzes and trivia questions that prompted To manage the brand’s social media communication stream,
consumers to participate and share. Axis assigned a core community management team charged
with the ongoing posting of news-related commentary,
To fully leverage the brand’s partnership with the Mexican quizzes, polls, trivia and video content; monitoring wall posts,
National Soccer Team, Axis captured and produced tracking comments and conversations; and measuring total
exclusive interviews, event highlight reels and behind-the- interactions and community growth.
scenes video packages with current players and several
Mexican soccer legends. These videos were seeded and
31

32. case study: degree men
189,247
YouTube
Channel
Views
1,361
Twitter
Followers
32

33. Degree Men
currently owns
the position of the
#1 Mexican National
Team fan page on
Facebook
40,879
Facebook
Fans
LEADING THE SPACE
Although Degree’s partnership deal with the Mexican Axis continues to help Degree Men lead the conversation with
National Team is not exclusive, it is the only brand sponsor U.S. Hispanic consumers; increasing not only the brand’s
who has established a meaningful presence in the digital visibility, but also building a long-lasting relationship with
and social media space. As a result, Degree Men currently them, built around interaction, engagement and friendship.
owns the position of the #1 Mexican National Team fan
page on Facebook — with over 40,000 Facebook fans
and counting.
33

34. blogger profile
Midtown Chic-a
by Stephanie Camargo
Everyone has that “go-to” friend. You know Miami. Midtown Chic-a ended up being
the one…It’s the person you call when the ideal name for my blog. The ironies
you’re looking for a good spot to take your and rewards of life! Fast-forward exactly
date out to dinner, or the one you e-mail one year later and there I was, receiving
when you’re booking a vacation for some an award from the Sun-Sentinel for Best
cool travel tidbits, and at the very least, the Neighborhood Blog as part of a series of
one you text to find the best local groomer awards presented to local bloggers which
for your dog. included categories such as Best Food
Blog, Best Music Blog and Best Tech Blog,
Hi, that’s me. I am your “go-to” chica for all part of the first annual Best of Blogs
all your South Florida needs. I’m the one (BOB) Awards ceremony. Who would have
e-mailing you because a new fashion thought? Definitely, not I! But I’ve learned
boutique opened up on Lincoln Rd., and if you mix a little bit of passion, with some
we have to go check it out. Or better yet, skills and dedication and a whole lot of
there’s a new Broadway show coming to love…people will notice!
town that you absolutely must buy tickets
for! And let’s please not forget to make Although I focus on South Florida and my
reservations for the new restaurant opening local neighborhood, I enjoy writing about
up on South Beach. a lot of different things that inspire me;
everything from local events, family and
This desire and my ability to share information friends, my dog, Lola (who accompanied
with other people is what motivated me to me to the awards ceremony), traveling,
start my own lifestyle blog, a place where food and fashion among other things. The
I could centralize all my thoughts and majority of my posts are from my own
personal experiences for the entire world I am your “go-to” personal experiences and although I write
to read and see (I know, scary). The way chica for all your them in English, I sometimes tend to use
I look at it is, if it’s something I enjoy or Spanglish to express myself best. It is very
find entertaining, then it might possibly be South Florida needs. evident that I am a proud Latina who also
something someone else might enjoy and likes to promote Hispanic-related topics
find entertaining as well, and that gives me Midtown Chic-a, my blog which I started (See my post on a recent off-Broadway
personal satisfaction. in March of 2009, was a dream project I’d show I saw, Platanos & Collard Greens).
been formulating since I moved back from
Call it a combination of being curious and New York City in 2008. I knew I was going Regardless, blogging is something I do out
in-the-know, or just in tune with my local to miss the energy and activities that only a of love and in my spare time (talk about
community, but my passion for writing my city like NYC could offer, but I also knew I work-life balance!) To those of you interested
blog posts comes from wanting to share my was moving back to Miami for great reasons in starting your own blog, I say, make sure
knowledge and insights with family, friends, (insert family, beach and warm weather it’s something you are very passionate about
neighbors, peers and just about anyone else here) and that “the 305” has so much to and be prepared to sleep a little less.
who’s interested in what I might have to say. offer that many people that live here don’t
Obviously, being in the PR industry plays a even realize! So the next time you find yourself in the
major role because it is my job to be on top 305, don’t hesitate to drop me a line at
of the latest trends; it’s also taught me a lot After working in Midtown NYC for a couple www.MidtownChica.com. 360
about how the blogging community works of years, I found myself right smack in
and finally, clients see me as a local expert, the middle of a hip, new, up-and-coming Stephanie Camargo is an award-winning blogger and
so all of these things go hand-in-hand. neighborhood in Miami called Midtown Senior Account Executive at The Axis Agency.
34

35. speaker spotlight
TagMe 2010
Conference Wally Sabria, SVP/Creative Director, The Axis Agency
“Any entrepreneur or businessman who’s Community and Culture are the key pillars Based on his experience at The Axis
not aware of the potential that social media to a successful digital communciations Agency, Wally points out that to guarantee
offers, has fallen asleep in a train bound strategy; allowing brands to maximize success for clients in the digital space,
to nowhere,” said Wally Sabria, SVP and consumer engagement and overall brands should not focus only on the “tools”,
Creative Director at The Axis Agency, during campaign effectiveness. but rather on the cultural connection and
his keynote speech at the TagMe 2010 passion points that the brand and the
Conference that took place in Medellín, “It’s also essential to look for ways to consumer have in common. “Impressions
Colombia at the end of April, 2010. integrate digital with other tactical platforms are great, but a deep, long-lasting
as part of a larger strategy. This 360 relationship with consumers is what social
Joined by a panel of industry leaders approach can make digital and social media media can potentially offer your brand.”
including Brian Wong (Digg.com), and a natural partner to other ongoing PR,
Andrés Barreto (GrooveShark.com), Wally live events, traditional print, broadcast Finally, at TagMe, Sabria talked about
shared that, “Conversation, Content, and retail promotions.” the value of content development and
community management. “It’s vital to
keep the communication flowing with
Impressions are great, but a deep, long- consumers on an ongoing basis. The more
lasting relationship with consumers is what conversations and involvement a brand has
with its consumers, the more both parties will
social media can potentially offer your brand. learn about each other,” he concluded. 360
can’t-miss digital conferences
BlogHer Blogalicious™ Weekend Blog World Expo ad:tech New York
Aug 6-7, 2010 October 8-10, 2010 October 14-16, 2010 November 2-4, 2010
The Hilton New York The Ritz Carlton Mandalay Bay Javits Convention Center
New York, NY Miami, FL Las Vegas, NV New York, NY
BlogHer brings bloggers from The Blogalicious™ Weekend BlogWorld & New Media Expo is an For more than ten years, ad:tech
every corner of the blogosphere conferences are aimed at exciting forum for members of both has provided media, marketing and
together for hands-on learning, celebrating the diversity of women the new and traditional media. Learn technology professionals with the
rich discussions, opportunities to of all ethnicities in social media. about Content Creation, Distribution tools and techniques they need
meet with the brands that support Everyone is invited and welcome and Monetization strategies, step- to succeed in a changing digital
them and plentiful networking to attend. The conference is a by-step techniques and bleeding- world. With 10 shows in 7 countries,
opportunities. BlogHer is open celebration of diversity and we want edge tools from the most successful ad:tech’s globally respected roster of
to anyone and everyone who women bloggers of all backgrounds bloggers, podcasters, social media speakers, workshops and exhibitors
considers themselves part of the participate. pros, and internet TV and radio continues to make it the preferred
blogosphere and is particularly www.blogaliciousweekend.com content generators. resource and destination for digital
focused on highlighting the skills http://www.blogworldexpo.com/ marketers everywhere.
and talents of women who blog. media/media http://www.ad-tech.com/ny/adtech_
www.blogher.com/conferences new_york.aspx
35

36. @imageorreality
@midtownchica Husband and father of twins on
Ur local source 4 all-things #Miami & Chicago’s mighty South Side. An
more! A fun-lovin chic-a who enjoys independent thinker, believer in quality
a good laugh w/ her friends, fam and and patience, lover of risqué humor.
blogging it up #thatisall
@AfAmMaven
I luv #Chi City, & channeling my
@vivimwiewall
inner bohemian. I heart JAH,
Free spirit who’s enjoying every
people, family, simplicity and
second of her life. AKA the loud,
longevity. Sick with Bieber Fever.  @angiedi
sarcastic YET nice one in the
The most outspoken employee Miami office, holla!
in the Miami office!!!!!!!!!! Her
colleagues would agree she is
a telenovela guru =)
axis biotweets
We thought it would be a cool idea to show you who
we are in a different and non-traditional way. That’s @gabrielabucita
Searching for meaning-
why we asked all the team members @ The Axis
enjoying the ride! LOVE: life,
Agency to come up with a Biotweet. In 140 characters hubby cuddling, our dog
or less, this is what they have to say about themselves Juanita & hangin’ with my
and the things they dig. 9 nieces n nephews!
@gbujanda
Big-D citizen by way of DF; news,
film & politics junkie. Pro gabber 4
#Mexico City, #microfinance fan,
@mezul
Cinema-luvin Latina thinks hugely outwitted by 10-yr-old son
success is getting what you
want & happiness is wanting
what you get. Watches @danielnla
novelas for entertainment FUN!! DIVERSIÓN!!
to appease the soul.
@LaGromero
@melissaygalarza Fascinated with the nuance of MEANING.
Easygoing girl who enjoys the simple A Hispanic marketing professional
things in life, great food, music and infatuated with WORDCRAFT, a TRAVELER
friends…you will find me by the beach thrilled by a multi-hued worldview.
in Miami almost every weekend!
@karlaenriquez @Ale003
Bi-cultural, soul-searching, twenty-
traveling the world is my thing and talking
something year old full of passion and
intellectual curiosity figuring out this to people pays for my things. Always live
crazy beautiful life in peace, love and dance till you please.
36