Why Hispanic Personas?<br /><ul><li>They focus on behavior, mindsets, and goals, not demographics
Provide important texture to plan earned media initiatives, particularly in interactive and two-way social environments</li></li></ul><li>We Decided to Evolve the Persona<br /><ul><li>By incorporating
Takes pride being “in the know”; teaches friends and family about tech</li></ul>Influence<br />Be connected<br />How do we reach him?<br /><ul><li>Behavior-based advertising (long-tail sites, FB ads)
Has to know what everyone is doing at all times</li></ul>“everyone is doing it”<br />How do we reach her?<br /><ul><li>Social media advertising (Facebook, Twitter, etc.)
Online video ads</li></ul>Stay in touch<br />Friends and family<br />Being heard<br />Popularity<br />
“I think it’s important to have a balance and not spend too much time online” <br />Utilitarian Explorer<br />Psychographic Info<br />Name: Armando<br />Age: 44<br />Acculturation: Mid<br /><ul><li>Life doesn’t revolve around the Web
Uses social media daily but are for the most part “passive listeners“
Knows what they want and leave once they get it
Uses internet as an important channel for entertainment (after TV + radio + print)
Key Takeaways<br /><ul><li>U.S. Hispanics are heavy social media users - almost all of interviewees noted that the first thing they do when they go online is check email and Facebook – very often from mobile devices.
“The young teaching the old” - younger Hispanic ‘super users’ are teaching the late adopters how to use new technology and introducing them to new digital trends.</li></li></ul><li>Key Takeaways<br /><ul><li>Evolution from old social media platforms to new ones - U.S. Hispanics have migrated from Hi5 and MySpace into Facebook. The only people who are still on MySpace are artists and musicians. </li></li></ul><li>Key Takeaways<br /><ul><li>Online Advertising
Interviewees mentioned they are likely to click on online ads if they are relevant to their interests or contextually relevant, particularly hyper-targeted Facebook ads.
Most interviewees had smartphones. Those who do not have one are considering buying one.</li></li></ul><li>811 West 7th StreetSuite 300Los Angeles, CA 90017(213) 341-0171www.sensisagency.com<br />work with us<br />