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Latinos and Social Media


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There are 50.5 million Latinos in the US today and that number is rapidly growing. Latino social media and mobile usage surpass the usage of Caucasians, African-American, and Asians. They are technologically and social media savvy, and most importantly, they are big spenders in this category. This presentation discusses the growth of Latinos as a population in the US and the trends in their adoption of social media and mobile technologies.

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Latinos and Social Media

  1. 1. LATINOS & SOCIALMEDIA<br />LATINOS<br />& SOCIAL MEDIA<br />Presented by: Irina Skaya<br />Twitter: @irinaskaya<br />Irina Skaya<br />@irinaskaya<br />
  2. 2. Agenda<br /><ul><li>Why Market To Latinos?
  3. 3. Latino Culture and Identity Facts
  4. 4. Latinos & Social Media Landscape Overview
  5. 5. Social Networks, Blogging & Mobile Usage
  6. 6. Today’s Hispanic Social Media Marketing
  7. 7. Case Studies </li></li></ul><li>WHY MARKET TO LATINOS?<br />
  8. 8.
  9. 9. How to MARKET TO LATINOS?<br />
  10. 10. Quien son los Latinos en los Estados Unidos?<br />Latinoamericana<br />Spanish dominant (nearlyno English); Recent im-migrant as adult (<10 years)<br />Bi-cultural<br />Bi-lingual (equal ornearly); Immigrantas child or young adult<br />Americanizado<br />English dominant (nearlyno Spanish); Born in theUS; 3rd generation<br />Hispano<br />Spanish preferred(some English)<br />In US 10+ years<br />Nueva Latina<br />English preferred(some Spanish)Born in the US; 2ndgeneration<br />Source: America’s Latino Future, 2015 and Beyond. Geoscape. American Marketscape DataStream<br />
  11. 11. Who Are the US Latinos Really?<br />ChangeAgents<br />Principle-Led<br />CulturalRevivers<br />AchievementBound<br />Source: “Latino Heritage Identity Initiative-Beyond Demographics”Starcom Media Vest Group & Telemundo Group<br />
  12. 12. Latinos & social media<br />
  13. 13. Hispanics Love and Trust the Internet<br />Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings than the opinions of their friends.<br />72%<br />Product Rating Sites<br />28%<br />Friends’ Opinions<br />AOL Hispanic Cyberstudy, 2010<br />
  14. 14.
  15. 15. Hispanics are younger and adopt online trends more quickly<br /><ul><li>46% of Online Hispanics are under 352
  16. 16. 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market4
  17. 17. Hispanics are nearly twice as likely to search the internet with an iPhone compared with the general market4</li></ul>Sources: 2. Hispanic Cyber study 2010, AOL Advertising 2010 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research<br />
  18. 18. Hispanics are a very social group with high usage of social media<br /><ul><li>17% of US Hispanics are Twitter Users5
  19. 19. 10% of online Hispanics have recently checked in compared to 3% of white Americans6
  20. 20. 54% of Hispanics regularly use Facebook compared with only 43% of white Americans4</li></ul>Sources: 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research; 5. Twitter Usage in America 2010, Edison Research; 6. Geo Social SuveyData: Pew Research Center <br />
  21. 21. <ul><li>It is culturally imperative to connect
  22. 22. The growing Hispanic middle class is super connected. 85% with a household income of $50,000+ are online
  23. 23. Hispanics are early adopters of mobile technology
  24. 24. Hispanics will spend money on what they really want. They spend 42% more on mobile devices and 35% more on data services than the average user
  25. 25. More than the language, it’s about the content
  26. 26. Hispanics are dynamic content creators and consumers
  27. 27. Entertainment content is the main appeal for online engagement
  28. 28. Multitasking: Part of the Hispanic DNA</li></li></ul><li>
  29. 29. Top Ten Social Networking Sites<br />Among all Hispanics by reach<br />Source: ComScore June 2010. Percent reach here is the percent of all Hispanic internet users.<br />
  30. 30. Blogging Frequency<br />Latina bloggers are active contributors. Most, (57%) write twice or more blog posts a week. Only 2% post less than once a week. <br />The three most popular topics include Parenting (62.7%), Latino Issues (54.4%), and Heritage/Culture (18.2%). Other popular topics include cooking/recipe, beauty/fashion, and art/technology.<br />Less than once a week<br />Once a week<br />Daily or more<br />Twice or more<br />a week<br />Source: Latina Bloguera Survey – 2010<br />
  31. 31. Reasons For Blogging<br />Most Latinas blog to share their opinion (45%) and to connect with others (44%). Top other reason: to market their business or product (24%).<br />Source: Latina Bloguera Survey – 2010<br />
  32. 32. Languages in Blogging<br />Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%)<br />Source: Latina Bloguera Survey – 2010<br />
  33. 33. Where To Find Latino(a) Bloggers<br />Hispanics—especially women—have been leaders in social media, partly because they are among the quickest of the demographics to adopt new technologies, but also because they tend to be a highly social group, eager to interact<br />Video: Meet Latina Bloguera<br />
  34. 34. Mobile Device Use By Hispanics<br />Source:, April 2011<br />
  35. 35. Mobile Use<br />Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%).<br />Source: Latina Bloguera Survey – 2010<br />
  37. 37. Social Media Tools<br />Same social media tools are used to target both the mainstream and Hispanic markets<br />Facebook<br />Twitter<br />Blogs<br />YouTube<br />LinkedIn<br />Mobile<br />MySpace<br />Hispanic<br />Mainstream<br />Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey<br />
  38. 38. Social Media Budgets<br />Social media budgets are expected to increase in the next fiscal year for both the main-stream (58%) and Hispanic markets (60%).<br />Hispanic<br />Mainstream<br />Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey<br />
  39. 39. Important Attributes When Choosing One Brand Over Another<br />Opinions/reviews on blog<br />Industry/expert ratings<br />Customer reviews/ratings<br />Recommended by friend/relative<br />Source: comScore Custom Study on the US Online Hispanic Market; Persons 13+; June and October, 2010 <br />
  40. 40. Hispanic social media marketing case studies<br />
  41. 41. McDonald’s Leverages Social Media To Be <br />Culturally Relevant to US Latinos<br />Social Media Marketing Overview:<br /><ul><li>Nearly 8.7MM Facebook fans
  42. 42. 132K Twitter followers
  43. 43. 6K Foursquare check-ins per day
  44. 44. 2BN Youtube views per day</li></ul>Hispanic Marketing Effort: 2010 World Cup on Facebook <br /><ul><li>The program was promoted in English and Spanish and drove both engagement and conversation
  45. 45. Nearly 20,000 people used the program
  46. 46. More than 11,000 shared the program on Facebook</li></ul>Source:<br />
  47. 47. NBA Uses Social Media To Elevate Hispanic Fan Base Interaction<br />Social Media Marketing Overview:<br /><ul><li>288K+ Facebook Fans
  48. 48. 2.9K Twitter Followers
  49. 49. 2K Que Pasa Friends
  50. 50. 1K MySpace Friends</li></ul>“Social media is a key component to our Hispanic marketing strategy. It allows our fans to engage with our sport and our players on a more personalized level,” - Saskia Sorrosa, Senior Director of U.S. Hispanic Marketing at the NBA<br />