This document discusses the cultural dimensions of social and mobile media. It provides background on the growth of diverse communities and social media usage. Key insights include: the growth of the US Hispanic population and their widespread adoption of social media and mobile devices. Hispanics outpace other groups in social media engagement and are more likely to use mobile for activities like texting. The document also explores language preferences of Hispanics on platforms like Twitter and Facebook and spending behaviors during the holiday season.
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
The Pew Internet and American Life Project released a report examining how consumers find and consume news via a variety of sources and media platforms.
The TRUTH About POLITICS
Executive Summary
by Truth Well Told Agency & McCANN
________________________________
"La verdad acerca de la política"
Resumen Ejecutivo
por Truth Well Told Agency y McCANN
Analysis of sources and effect of fake news on society Arpit Khurana
This report reviews the relevant literature to provide a definition of fake news, its potential impact and recent responses to this phenomenon. Finally, the report provides a summary of the research and important findings concerning fake news in the conclusion.
Lies, Spies and Big Data: How Fake News Is Rewriting Political LandscapesRussian Council
On November 7, 2016, Donald Trump was elected President of the United States after a bitterly-fought campaign against Hillary Clinton. The election was very closely-run, with Hillary Clinton winning the popular vote, but losing the presidency based on the U.S. electoral college structure. However, months after Donald Trump was declared President of the United States, questions remain about the legitimacy of the U.S. elections. The central issues are the emergence and use of so-called ‘Fake News’ and the accusation that Russia, through espionage and online hacking operations, sought to influence the presidential elections to promote Donald Trump and denigrate the reputation of Hillary Clinton.
The issues thrown up in the wake of the U.S. presidential election have fundamentally undermined trust in the workings of the international media and further damaged U.S.–Russia relations. A report by the U.S. intelligence services accusing Russia of attempting to influence the outcome of the election, prepared for President Obama and published in the election’s immediate aftermath, led to the expulsion1 of 35 Russian diplomats from Washington just days after the results were announced. President Putin, on the other hand, opted not to expel any U.S. diplomats from Russia. The investigation into Russia’s involvement and influence on the U.S. elections continues today.
This policy brief provides an overview of how the gathering and dissemination of news has changed in a globalized digital environment, how consumers digest and share news at an ever-increasing pace, and how the management of big data can influence electorates across borders. It will also define ‘fake news’ and the extent to which it might have influenced the results of the U.S. elections.
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for the conversations feeding social media and the web at large with an influence that vastly outweighs its user base for some time now.
The Pew Internet and American Life Project released a report examining how consumers find and consume news via a variety of sources and media platforms.
The TRUTH About POLITICS
Executive Summary
by Truth Well Told Agency & McCANN
________________________________
"La verdad acerca de la política"
Resumen Ejecutivo
por Truth Well Told Agency y McCANN
Analysis of sources and effect of fake news on society Arpit Khurana
This report reviews the relevant literature to provide a definition of fake news, its potential impact and recent responses to this phenomenon. Finally, the report provides a summary of the research and important findings concerning fake news in the conclusion.
Lies, Spies and Big Data: How Fake News Is Rewriting Political LandscapesRussian Council
On November 7, 2016, Donald Trump was elected President of the United States after a bitterly-fought campaign against Hillary Clinton. The election was very closely-run, with Hillary Clinton winning the popular vote, but losing the presidency based on the U.S. electoral college structure. However, months after Donald Trump was declared President of the United States, questions remain about the legitimacy of the U.S. elections. The central issues are the emergence and use of so-called ‘Fake News’ and the accusation that Russia, through espionage and online hacking operations, sought to influence the presidential elections to promote Donald Trump and denigrate the reputation of Hillary Clinton.
The issues thrown up in the wake of the U.S. presidential election have fundamentally undermined trust in the workings of the international media and further damaged U.S.–Russia relations. A report by the U.S. intelligence services accusing Russia of attempting to influence the outcome of the election, prepared for President Obama and published in the election’s immediate aftermath, led to the expulsion1 of 35 Russian diplomats from Washington just days after the results were announced. President Putin, on the other hand, opted not to expel any U.S. diplomats from Russia. The investigation into Russia’s involvement and influence on the U.S. elections continues today.
This policy brief provides an overview of how the gathering and dissemination of news has changed in a globalized digital environment, how consumers digest and share news at an ever-increasing pace, and how the management of big data can influence electorates across borders. It will also define ‘fake news’ and the extent to which it might have influenced the results of the U.S. elections.
The Kids Aren’t Happy: How Unemployed Youth and Social Media Are Remaking The...Daniel Drache
A Digital Report from the Robarts Counterpublics Working Group
Robarts Centre for Canadian Studies
Daniel Drache
Robarts Centre for Canadian Studies
Daniel Joseph
Research Associate
April 2011
Ohio State Drive In Social Media In International Recruitment For RepsMarty Bennett
This presentation represents a solid overview of the impact of social media on our world, as well as on international education, and shares key data to help build institutional cases for using social media in student recruitment overseas.
The question of whether greater competitiveness of news media market can prevent media capture and leads to greater-quality news provision in general has been receiving lots of attention in literature especially in the recent years due to growth of unconventional media sources and fake-news proliferation. We build a model of perfectly competitive news media market with a novel feature of quality externalities. Employing the model, we show that perfect competition can make the market converge to a fake-news equilibrium as well as to an informative-news equilibrium. Based on the model, we demonstrate how such a structure of news media market can be exploited by a politician in order to eectively achieve media capture without totalitarian control over the media as demonstrated by case studies of Silvio Berlusconi, Vladimir Putin, and Donald Trump.
A slide deck discussing the results of my semester-long analysis on the hashtag "fake news". Within the deck is a compilation of statistical charts to offer ideas on the significance of this hashtag, as well as a deep dive into the social dynamics attached to this topic.
ThinkNow Research - Mobile Trends Study 2014ThinkNow
The question isn’t whether or not Hispanic consumers adapt to mobile technology faster than their non-Hispanic counterparts. We know they do. The same goes for the frequency of mobile phone use. The questions are… To what degree? and For what purposes? Find out in this insightful new study by ThinkNow Research
Social Media Webinar to Association of Canadian AdvertisersLuc-Andre Cormier
Communications firm, People from Cossette, conducted a large study on social media last fall, interviewing 3,247 Internet users in Canada, the U.S. and UK. On February 4th, 2010, Luc-André Cormier, who conducted the survey at Impact Research, and Ian Barr, a social media practitioner at Rocket XL, gave a webinar to 80 members of the Canadian Association of Advertisers. This is their presentation deck.
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.
A series of articles that were online on Analectic.org until the website closed down. These also formed a basis for FICCI's foray in to Social Media this year. The document is available for all for reuse and rebuilding the arguments. Non-commercial use will be appreciated. Some referencing is missing as the website does not exist anymore.
The Kids Aren’t Happy: How Unemployed Youth and Social Media Are Remaking The...Daniel Drache
A Digital Report from the Robarts Counterpublics Working Group
Robarts Centre for Canadian Studies
Daniel Drache
Robarts Centre for Canadian Studies
Daniel Joseph
Research Associate
April 2011
Ohio State Drive In Social Media In International Recruitment For RepsMarty Bennett
This presentation represents a solid overview of the impact of social media on our world, as well as on international education, and shares key data to help build institutional cases for using social media in student recruitment overseas.
The question of whether greater competitiveness of news media market can prevent media capture and leads to greater-quality news provision in general has been receiving lots of attention in literature especially in the recent years due to growth of unconventional media sources and fake-news proliferation. We build a model of perfectly competitive news media market with a novel feature of quality externalities. Employing the model, we show that perfect competition can make the market converge to a fake-news equilibrium as well as to an informative-news equilibrium. Based on the model, we demonstrate how such a structure of news media market can be exploited by a politician in order to eectively achieve media capture without totalitarian control over the media as demonstrated by case studies of Silvio Berlusconi, Vladimir Putin, and Donald Trump.
A slide deck discussing the results of my semester-long analysis on the hashtag "fake news". Within the deck is a compilation of statistical charts to offer ideas on the significance of this hashtag, as well as a deep dive into the social dynamics attached to this topic.
ThinkNow Research - Mobile Trends Study 2014ThinkNow
The question isn’t whether or not Hispanic consumers adapt to mobile technology faster than their non-Hispanic counterparts. We know they do. The same goes for the frequency of mobile phone use. The questions are… To what degree? and For what purposes? Find out in this insightful new study by ThinkNow Research
Social Media Webinar to Association of Canadian AdvertisersLuc-Andre Cormier
Communications firm, People from Cossette, conducted a large study on social media last fall, interviewing 3,247 Internet users in Canada, the U.S. and UK. On February 4th, 2010, Luc-André Cormier, who conducted the survey at Impact Research, and Ian Barr, a social media practitioner at Rocket XL, gave a webinar to 80 members of the Canadian Association of Advertisers. This is their presentation deck.
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.
A series of articles that were online on Analectic.org until the website closed down. These also formed a basis for FICCI's foray in to Social Media this year. The document is available for all for reuse and rebuilding the arguments. Non-commercial use will be appreciated. Some referencing is missing as the website does not exist anymore.
These mini series of articles explore the great opportunity that LatAm represents for social platforms and digital strategy, leveraging user-generated-content (UGC) focused on arts, science and culture.
Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing.
The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.
In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.
Diversify Your Channels:
The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.
Align Your Content:
Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.
Although I don't speak Spanish, I have often contributed to multicultural marketing efforts by representing the acculturated, assimilated Hispanic POV. This deck was prepared for a strategic brainstorming session. It's purpose was to give the group a quick view of digital media behavior
Social Networking And Hiv Aids Communications 01pete cranston
Presentation at the IAMCR conference on Social Networking and AIDS Communications by Pete Cranston. Commissioned by Communications and Social Change Consortium (www.cfsc.org) for AIDS2031 (www.aids2031.org)
My standard keynote presentation for an audience that has heard of social media but doesn't know how to apply it to their everyday business lives. Can also be presented as a 1/2 day workshop.
US-Hispanics Consumer Engagement through Social Mediaecmetrics
eCMetrics has analyzed US-Hispanics industry in relation with Internet market and we propose different social media solutions to engage US-Hispanics consumers with your brand!
In October 2009, Euro RSCG Worldwide commissioned a survey to map the trajectory of social life and social media usage in the United States, quizzing 1,228 Americans from all online demographics.This white paper looks at the macro developments in social media; it also brings in numbers and verbatims about people’s hopes for their social life online and offline before finally drawing conclusions and implications for marketers and their clients.
There is an abundant number of choices and decisions we face when it comes to marketing options in today’s world. But, for nonprofit organizations their can be limitations that make some options work better than others. To me, there are 8 core strategies (that work within a tight budget) that can elevate the marketing strategy of any nonprofit organization.
As marketers, we are continuously challenged with finding innovative ways to engage our customers and prospects and spark them into action.
At Taylor, we can help you bring new life and power to your marketing message. We offer products, services and ideas to encourage your customers to interact with highly personalized and relevant communications from you. Through a variety of multichannels – such as print, the Internet, mobile and social media – our marketing specialists can help you increase response rates,
up-sell existing clients and turn prospects into new customers.
In these pages, we highlight some of these new strategies and technologies such as personalized printing, QR codes and other 2D barcodes, lenticular animation, augmented reality, PURLs and mobile apps. All of these tools can be customized and integrated to help you create an extended, deeper engagement with your customers and prospects.
The consumer market is changing - The 2010 Census has proven that. Now you need the tools, expertise and partnerships to connect and communicate to a larger multicultural audience in a unique way. (Attraction 360 ) can support that connection,
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
4. TOP3 Insightful Answers:
1 The Growth of Diverse Communities➥
2 The Advancements of Technology➥
3 The Deep Reduction of Marketing Spend➥
twitter open floor comments @rgomezjr
5. 1out of 3Insights
THE FIRST ONE: The Growth of Diverse Communities
.... The Cultural Dimensions of Social and Mobile Media
➥ Background (History) to date
➥ Insights on who is communicating about your brand or not
➥ The Importance of applying strategies to connect
twitter open floor comments @rgomezjr
6. THE SECOND ONE: The Advancements of Technology
➥ How digital marketing has impacted the cultural community
➥ Using digital media and mobile to connect with each other and
as a tool for self expression
➥ A look at multichannel digital cultural marketing
2out of 3Insights .... The Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
7. THE THIRD ONE: The Deep Reduction of Marketing Spend
ThirdInsight .... The Cultural Dimensions of Social and Mobile Media
download answer @ http://bit.ly/wgUAEQ
➥ We ran out of money and only have 45 minutes ....
9. BACKGROUND
twitter open floor comments @rgomezjr
White 200 Hispanic 53 Black 41 Asian 16 Multiracial 6
2011 Population In Millions
45% Projected Growth In the next 10 years
Source:
US
Census
2010
10. BACKGROUND
twitter open floor comments @rgomezjr
1990 2000 2010 2015
Buying Power In BILLIONS
2x The Growth of Non-Minorities
Source:
Selig
Center
for
Economic
Growth,
Terry
College
of
Business
11. BACKGROUND
twitter open floor comments @rgomezjr
Notice the languages in the billboard.
Appears in the foreground in bold
white letters English. In contrast, the
proper names in Spanish in the
background appear much harder to
read. Remember, this ad appeared in
Mexico, not in the US., but it says a
lot about the status of English globally.
The billiard infers that English is the
language of success and
sophistication by putting it in the
foreground.
Source:
La@no
Link
Book
by
Joe
Kutchera
12. BACKGROUND
With the widespread adoption of the Internet around the world came the
rise of social networking as a global phenomenon. In March 2007, Social
Networking as a category had a global audience of less than 500 million
users, representing just 56 percent of the world’s online population.
➥
2007 US Ethnic Population 80MM
Since then, the digital landscape has changed immensely. Social networks, which provide
platforms for online users to connect, share, and build relationships with others online, have
forever altered the lives of individuals, communities and societies all over the world. The
growth in popularity of social networking has also created and engendered new online
consumer behaviors.
2012 US Ethnic Population 100MM
➥
twitter open floor comments @rgomezjr
13. BACKGROUND
Social networking sites now reach 82 percent of the world’s online
population, representing 1.2 billion users around the world. The social
networking adoption trend largely mirrored the global Internet adoption
curve, and grew proportionately, showing that as people began to get
connected, they immediately began connecting with one another.
twitter open floor comments @rgomezjr ➥
As of 2011 14M US Hispanics On FB
Source: comScore Media Metrix, Worldwide, March 2007 – October 2011
14. BACKGROUND
The growth of social networking is a global cultural phenomenon. Despite
significant differences in government, infrastructure, availability of Internet
access and cultural practices around the world, social networking is
growing in every single country
twitter open floor comments @rgomezjr ➥
US Diversity Adoption Rate 95%
Arrange Per Hour Usage
15. BACKGROUND
From a technology standpoint, mobile devices represent the future of social
networking as they provide the means for users to connect on-the-go,
facilitating real-time interaction. In October 2011, nearly one-third (32 percent)
of the total U.S. mobile population age 13 and older reported accessing social
networking sites on their phone at least once in the past month.
twitter open floor comments @rgomezjr
➥
35M US Hispanics Are Mobile
% OF TOTAL MOBILE AUDIENCE
ACCESSED SOCIAL NETWORKING SITE OR BLOG EVER IN A MONTH
Source: comScore MobiLens, 3 Month Average Ending
October 2011* * MobiLens data for all markets is sourced
from the 3 month average period ending in October 2011,
except for Japan, which is sourced entirely from October
monthly data.
17. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
➥ 56% of adults own laptops – up from 30% in 2006
➥ 52% of adults own DVRs – up from 3% in 2002
➥ 44% of adults own MP3 players – up from 11% in 2005
➥ 42% of adults own game consoles
➥ 12% of adults own e-book readers - Kindle
➥ 11% of adults own tablet computer - iPad
75%
35%
67%
38%
7%
11%
18. InsightsThe Cultural Dimensions of Social and Mobile Media
➥
✓ 62%+ of Hispanics in America are U.S.-born (30MM+) out of 55MM
✓ 110MM out of 315MM in the US are from diverse communities
✓ U.S. Hispanics are young overall (27 median age)
✓ 23% of all children under 18 in the U.S. are Hispanic
twitter open floor comments @rgomezjr
✓ 88% of U.S. Hispanics under 18 are 2nd & 3rd generation
19. InsightsThe Cultural Dimensions of Social and Mobile Media
➥
✓ That is 63% of HH = 14% of total online users
✓ 32.2M Hispanics are online (2011) + 85% of all other minorities
✓ 9% Growth 2009-10, 3X that of Non-Hispanic Whites Alone
✓ 95% of All Minorities will be online by 2015
twitter open floor comments @rgomezjr
20. InsightsThe Cultural Dimensions of Social and Mobile Media
➥
twitter open floor comments @rgomezjr
Source:
Simmons
NCS/NHCS
Fall
2009
Full
Year
21. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanics outpace the average Internet user in BPI (buying power index) across a
variety of online activities. Here are the top 10 online categories among Hispanics
ranked by BPI - 2010
➥
15% of Hispanics online visit
shipping sites and spend 217%
more in e-commerce than the
average Internet user
Source:Table
(Top
10
BPI
Categories
with
%
Reach
>=5%,
comScore
Jan
’10
);
BPI
is
a
measure
of
a
site's
visitors'
online
buying
power,
indexed
to
the
Total
Internet
populaTon.
A
BPI
value
>=100
means
that
a
site's
visitors
purchase,
on
avg.
,is
larger
(in
$
terms)
than
the
avg.
Internet
user
during
the
reported
Tme
period.
Text
box
source:
Scarborough
Research,
Scarborough
Hispanic
MulT-‐
Market
Plus
Study,
Release
2
2009.
Data
collecTon:
Aug
08-‐Sept
09
gathered
from
over
36,000Hispanic
adults,
age
18+,
in
Scarborough’s
81
Top-‐Tier
Local
Markets.
22. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanics also outpace non-Hispanics in the use and adoption of the Internet for
news, Entertainment and socializing.
➥
Top 5 Online Activities:
Source:Simmons
NCS/NHCS
Fall
2009
Full
Year,
PopulaTon
A18+
(Nov08-‐
Dec09);
Base:
Online
past
30
days
defined
as
websites/search
engines
visited
past
30
days.
AcTviTes
bolded
are
those
that
show
interacTvity
with
the
sites
and
therefore
require
broadband
23. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanics are more avid users of wireless services and broadband, both mobile and at home
➥
Ways Cellular Phone Used
➥
Ways Internet Used
24. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanic dominant & Bicultural are the majority representing 54% of OnlineHispanics & 71% of
OfflineHispanics .... The American Yardstick by AOL Hispanic CyberStudy:
➥
25. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Today there are approximately 8.1 million US Hispanics on Twitter. Of that amount 31%, or 2.5 million
Hispanics, prefer Spanish and would be encouraged to follow a Twitter profile providing Spanish
content. 44%, or 3.6 million US Latinos favor English and are more likely to follow a Twitter profile that is
providing stories and media in English. And last but not least, 25% of US Hispanics (2.0 million) are
bilingual and would be happy to follow a Twitter profile content in either language or Spanglish.
➥
Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/
26. InsightsThe Cultural Dimensions of Social and Mobile Media
✓ Total US Twitter users = 74MM (200MM * 37%). Twitter states that 37% of its users are from within the US.
twitter open floor comments @rgomezjr
Hispanics preferring Spanish would likely prefer to follow pages offering daily content in Spanish
such as the CDC Espanol Twitter profile. Several other Twitter profiles that provide Spanish content
include the Castrol Twitter profile and the Visit Florida Twitter profile. Hispanics that typically
converse with family, friends, and colleagues in English are likely to prefer English language Twitter
profiles. A good example of Twitter profiles catering to English preferring Hispanics is Being Latino
as well as Tampico. Many brands are targeting bilingual Hispanics, as this is the most popular
strategy currently. Several good examples of brands doing this include the Mi Pepsi Twitter
campaign and the Sears Latino profile.
✓ Total US Hispanic Twitter Users = 8.1MM (74 * 11%). Based on Quantcast’s demographic data research.
Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/
27. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
In today’s environment there are 14 million US Hispanics on Facebook. Of that amount 31%, or 4.2
million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing
Spanish content. 5.9 million Hispanics favor English and are more likely to fan a page that is providing
stories and media in English. And last but not least, 25% of US Hispanics (3.4 million) are bilingual and
consume content in either language.
Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/
➥
28. InsightsThe Cultural Dimensions of Social and Mobile Media
✓ Total US Facebook users = 150MM (500MM * 30%). Facebook estimates that 30% of its users
are outside of the US.
twitter open floor comments @rgomezjr
What Facebook Pages would these different groups prefer? Spanish preferring Hispanics would
likely gravitate to pages offering daily content in Español including the Centers for Disease Control (CDC)
page. Two other pages catering to Spanish dominants are the Castrol Facebook page and the NBA’s
Spanish Facebook page. Hispanics that speak and consume media in English are likely to prefer general
market English pages. However, a good example of pages catering to US Hispanics preferring English
include the Mexican Word of the Day page as well as the American Latino Museum page. A few good
Bilingual pages include those of the artist Manu Chao as well as page operated by Proctor and Gamble,
Tu Pantene.
✓ Total US Hispanic Facebook Users = 14MM (150 * 9%). Based on Facebook’s estimate of
diversity amongst its users using Census data.
Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/
29. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanics plan to take advantage of SALES and DISCOUNTS more so than non-Hispanics to buy non-
gift purchases ... a questions was ask pre-Holiday season: Do you plan to take advantage of sales or
price discounts during the or before the holiday season to make additional, NON-GIFT purchases for
your self or your family?
72.9%
58.8%
10%
13.6%
16.9%
27.6%
➥
Total Hispanic Market: $274.44 Total non-Hispanic Market: $212.53
Hispanics 18+
Non-Hispanic 18+
Source: Simultaneous Media Usage Survey
30. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Hispanics plan to out spend non-Hispanics this holiday season and they plan to spend more this year
compared to 2011.
➥
Total Hispanic Market: $954.76 Total non-Hispanic Market: $869.66
Hispanics 18+ Non-Hispanic 18+
Source: Simultaneous Media Usage Survey
Gift Card Opportunity
31. InsightsThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Discount stores and department stores are at the top of the list of places where Hispanics and overall
ethnic groups plan to purchase items in 2011:
➥
Hispanics 18+ Non-Hispanic 18+
Source: Simultaneous Media Usage Survey
Gift Card Opportunity
67% 66% 67%
55%
46%
34%
33. APPLYING ITThe Cultural Dimensions of Social and Mobile Media
twitter open floor comments @rgomezjr
Creative that appeals to race, background is key to engagement - According to
Hispanics, blacks and Asian-Americans, digital advertising does not engage them.
When asked for three brands doing a good job reaching them, most said they
couldn’t name even one. One big reason was that respondents felt their ethnic
groups were poorly represented in messaging. Some 78% of blacks, 74% of
Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best
reflection of the real world. And nearly as many in each group said ads should
show more of that diversity.
➥
25% of the US is Considered Monitories
34. twitter open floor comments @rgomezjr
Mass reach destinations, yet more likely to be found and more engaged within
Spanish language sites ... Top sites among Spanish primary Bilinguals.
➥Source:comScore
Jan
10.
Hispanic
focus
sites
for
purposes
of
this
project
comprise
[M]
AOL
LaTno,
[P]
Batanga,
[M]
Starmedia,
[M]
Telemundo,
[P]
Terra
–Telefonica,
[P]
Univision
CommunicaTons
Inc,
[P]
ImpremediaNetwork
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
35. twitter open floor comments @rgomezjr
Engagement by verticals and emerging media...
➥
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
36. Talk to the Latino “influentials”, the ones who tell their community what to buy, where to shop and how to vote
➥
Source:ImpreMedia
Print
and
Online
Consumer
Engagement
Study,
Nov
08.
*Face-‐to-‐face,
online
or
on
the
telephone.
Index
is
vs.
English
preferred
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
37. twitter open floor comments @rgomezjr
➥
One way to be authentic is to reflect consumers’ core values
and interests. The study found particular cultural “drivers”
important to ethnic groups. For about half of blacks surveyed,
music and beauty were significant. For Hispanics, a big
driver was food and recipes, and for Asian-Americans,
restaurants that reflect their tastes were key.
Source: Yahoo,Mindshare and Added Value - Ethnodynamics
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
38. twitter open floor comments @rgomezjr
What influences purchasing decisions ... Key areas to mix your advertising dollars:
➥
Take the Top Channels and Cross-Mix The Marketing 360
Approach to Off and On Site Advertising
Source: Simultaneous Media Usage Survey
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
39. twitter open floor comments @rgomezjr
Cross-Channel Marketing Advantage to PrePaid Cards to the Hispanic Consumer
Access to a secure financial management tool and eliminates the need for check-
cashing, money order or money transfer services. No credit history or taxpayer
identification number is required to become a cardholder.
➥
Take the Top Channels and Cross-Mix The Marketing 360
Approach to Off and On Site Advertising
Source: Simultaneous Media Usage Survey
Online - Mobile Channel
In Market Displays
Local Insert/Media
Co-Programs (D2D)
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
Family in Latin America, secondary account holders can be added to each
account. This offers cardholders a way to make money accessible to family.
Bilingual and culturally relevant marketing materials and disclosures.
Bilingual text message alerts that can provide cardholders the exact status of
their balance.
Affordable prepaid cards with transparent pricing can become a bridge to
mainstream banking services for many Hispanic families otherwise priced out of
traditional bank accounts
40. twitter open floor comments @rgomezjr
With multiple brand and social media sites in verses countries, languages, or even multiple domestic
markets like the Hispanic and general market. Consider your site architecture and your globalization and
localization strategy to connect together. Beginning with a visual solution, and build your information
architecture from there.
APPLYING ITThe Cultural Dimensions of Social and Mobile Media
Before: Isolated Information
U.S General Market Site U.S Hispanic Site Mexico Site Other Counties Site
Twitter - Facebook for
each site group
After: Connected Under one .com
Mexico SiteU.S Hispanic Site
U.S General Market Site Other Counties SiteBRAND.COM
One Twitter - Facebook
42. CASE STUDY
twitter open floor comments @rgomezjr
Nestlé USA has a strong history of awareness, trust and expertise among Hispanic consumers,” said Juan Motta, head
of Nestlé’s Emerging Markets division. “This awareness and trust stems from a strong emotional connection with
authentic Nestlé brands in consumers’ home countries such as NESCAFÉ®, ABUELITA®, NIDO® and LA LECHERA®.
➥
The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:
Spanish-Language Television: 76% of Hispanic consumers watch Spanish
language television. Three emotional television ads were developed to
demonstrate how Nestlé products fit into Hispanic consumers’ everyday life and
help them to nurture their family’s lives. The ads also leverage and reinforce
Nestlé’s iconography of the “nest” in the Nestlé corporate logo which conveys
family, trust and well-being to Hispanics. This is the first time that this has been
brought to life in the U.S.
1
In-Store Marketing: Research indicates that Hispanic consumers shop
multiple channels each week, so Construye El Mejor Nido will reach
Hispanic shoppers in both independent and mainstream stores through
culturally relevant in-store circulars, bilingual door hangers, and recipe
booklets.
2
43. CASE STUDY
twitter open floor comments @rgomezjr
➥
The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:
3
Social Media: Facebook reaches 98% of Hispanic women 35-49 who
go online. Facebook.com/ElMejorNido was created so that consumers
can engage with the brand and each other, find cultural connection and
share recipes and tips. The Facebook page also features contributions
from Hispanic bloggers who represent a variety of Latino backgrounds.
4
Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit
Spanish-language sites daily. A new bilingual website,
www.ElMejorNido.com, is designed for Hispanic families and features
Hispanic bloggers and tips, articles, recipes and videos on food,
wellness, culture and parenting. The site provides families with all of the
tools to “create their best nests,” and includes an option for visitors to
opt-in to receive ongoing communications that provide nutrition tips,
new product introductions, ideas for connecting with their culture and
special offers.
Engaging Sampling – Sampling is an important means for
consumers to try new products. Nestlé is partnering with Hispanic
families as part of their real life celebrations via the distribution of
“Fiesta Packs” filled with Nestlé products, recipes, and party
supplies. The packs provide consumers with high value samples,
while introducing them to new products.
5
44. CASE STUDY
twitter open floor comments @rgomezjr
Early on, SEARS understood the importance and positive impact of Social Media by
creating various social media channels to get feedback and insight from customers.
Their social media efforts drive a two way conversation and ultimately deliver business
insights to improve the shopping experience in-store and on-line. These multi-channels
help customers to shop smarter, save time, and save money, which is what we all seek
regardless of our ethnicity! When Oscar Castro, the Director/General Manager, Latino
eCommerce of SEARS Holdings was asked about how Social Media fit into the overall
Marketing strategy, his response provided a good summary of SEARS role in today’s
Social Media ‘s frenzy:
➥
“Sears Holdings has a large presence in
these channels today, with almost 3/4
million Friends on Facebook for Sears &
Kmart and almost 150 thousand followers
on Twitter. Our fans & followers include
bilingual US Hispanics, people living in
Puerto Rico and abroad, as well as
Spanish-preferring people (in the US). We
have used our Facebook and Twitter
presence to communicate with our Latino
customers about local events,
international promotions and delivery
capabilities.”
➥
45. CASE STUDY
twitter open floor comments @rgomezjr
As Unilever’s Multicultural Marketing of personal care products. Developed its Vivemejor branded content initiative
for Latina women online. First, they launched its Spanish-language website, ViveMejor.com, which provides helpful
cooking and beauty tips for Latina moms. Today, with the explosion of social media, Vive Mejor, which means “Live
Better” in English, distributes its content across the major social sites: Facebook, Twitter, and YouTube.
➥
Vive Mejor recently just surpassed 140,000 fans on its
Facebook page, making it one of the largest Spanish-language
communities on Facebook catering to U.S. Hispanics. And after
only three weeks in market, the @Vivemejor Twitter page
amassed more than 10,000 followers.
46. CASE STUDY - What NOT to do!
twitter open floor comments @rgomezjr
- A major airline wanted to advertise its new leather first class seats and it translated its "Fly In
Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish.
- A beer company’s slogan, "Turn It Loose" was translated into "Suffer from Diarrhea" in Spanish.
- A candy manufacturer’s “Cajeta” means caramel to Mexicans, but to others in Latin America it
refers to female anatomy.
- The Spanish translation for “Got milk?” came across as “Are you lactating?” in Spanish.
- A computer manufacturer that used its initials to identify itself was surprised to find out they
meant “S.O.B” in Spanish.
- A sports car whose name meant "ferocious" in Italian but "ugly" in Spanish.
48. TOP 10Need 2 Know About Digital Marketing and Where It’s Heading
➥
1. Social networking is the most popular online activity worldwide
2. Social networking behavior both transcends and reflects regional differences around the world
3. The importance of Facebook cannot be overstated
4. Micro-blogging has emerged as a disruptive new force in social networking
5. Local social networks are making inroads globally
twitter open floor comments @rgomezjr
6. It’s not just young people using social networking anymore – it’s everyone
7.‘Digital natives’ suggest communications are going social
8. Social networking leads in online display advertising in the U.S., but lags in share of dollars
9. The next disrupters have yet to be decided...aka pinterest.com
10. Mobile devices are fueling the social addiction
49. TOP 10Need 2 Know About Digital Cultural Marketing and Where It’s Heading
➥
twitter open floor comments @rgomezjr
1. Latinos use global platforms to find games and content to connect with family and friends.
2. Spanish-speaking consumers greatly appreciate translated, customized content online.
3. Latinos aspire to speak English to “make it” and using it in short advertising messages like Absolut did can be effective.
4. Latino sign up for social networks to participate online in order to connect with family, friends and people who share the same interests
or city-of-origin.
5. Use targeting layers like behavioral, contextual, or language targeting to further segment and understand your Latino audience online.
6. Reach Spanish-speaking US Latino via IP-targeted pages on foreign websites through ad networks or exchanges.
7. Ask the right questions up front. Don’t assume that certain reporting would be provided for the Spanish site since it was available for
the English site.
8. Don’t simply transliterate your copy directly into Spanish without thoroughly analyzing how the messaging and information might
need to be refocused based on a different target client.
9. Evaluate the linguistic nuances among the different forms of Spanish relative to vocabulary of your industry and product lines.
10. Consider emotional and cultural ties to the Spanish language.
50. IN SUMMARY
twitter open floor comments @rgomezjr
➥
• 75 out 103 million minority communities are online as of September 2011
• Hispanics represent 15% of the US online market = 33 million.
• The diverse online market grew by 8 million individuals between September 2010 – 2011
• 76% of Hispanic adults were using cell phones in 2010 and 96% of minorities.
• Spanish-preferring Hispanics are most likely to have an unlimited mobile data plan
➥
• Hispanic digital marketing requires a dedicated and specialized team
• Diverse digital programs require the same effort as general market digital programs
• 88% of online Hispanics use a search engine each month
• 80% of online Hispanics visit Facebook.com each month
51. Connecting: twitter @rgomezjr - Linked /rgomezjr - Facebook.com /rgomezjr.me
Thank You Gracias
ﺃأﺷﻛﺭرﻙك
Dank U
Merci
Obrigado
Спасибо
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