1. Harnessing the Power of Facebook:
A QSR Empirical Case Study
Dr. Jake Beniflah, Executive Director, Center for Multicultural Science
David Shanker, CEO The Americas, Lightspeed GMI
A Presentation for Engage:Hispanics Conference - NYC - 9/17/15
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

2. 2
How to Win with Hispanics on Facebook
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Latinos are One of Largest Audiences Across Digital Platforms
Nielsen Mobile Net Views, July 2014
28.6
26.5
24.3
21.2
14.6
13.5
8.1
6.6
.67
Audience/Users (Monthly) into the Millions
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

4. 4
One of Largest Audiences Across Digital and TV Platforms
TV Nets Nielsen Q2 2014 Live +7 (Monthly Reach); FB data is from FB internal user data (September 2014)
10
20
30
40
Univision Telemundo Facebook UniMas Galavision Azteca Estrella TV Discovery Mundo Fox
8.69.39.610.5
14.8
2626.727.9
32.7
Audience/Users (Monthly) into the Millions
22.1 Million DAU (82%)
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Top Social Media Platforms Across Key Hispanic Segments
comScore MyMetrix, March 2015Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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More than Half of the Facebook Hispanic Audience Speaks English
Facebook data is from Facebook internal user data (August 2015)
English Dominant
Bilingual
Spanish Dominant
Spanish Dominant
Bilingual
English Dominant
8.4 million
13.4 million
7.2 million
29 Million +
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Effectiveness by Type of Ad on Facebook
Source: “Digital Diversity” by Ipsos Media CT (study commissioned by Facebook) May–August, 2014
Note: Weighted based on US Census population estimates
QA3. Thinking about the different ways that brands/products advertise on Facebook, please tell us how effective each of the following is in getting your attention and driving interest
Total Population
Hispanics
English Dominant
Bilingual
Spanish Dominant
0.5 1 1.5 2
55%
52%
31%
46%
40%
66%
63%
41%
56%
47%
73%
70%
59%
67%
62%
Ads that are recommended to you by family/friends
Video advertising/Commercials
Ads on the right hand side of your screen

8. 8
US Latino Audience is Highly Mobile
60%
Mobile
Only
36%
Use
Both
4%
PC Only
Facebook data is from Facebook internal user data (August 2015)Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

9. 9Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Are Hispanics and Gen Pop Consumers
Interested in Similar or Different Topics on Facebook?
How Can (QSRs) Target Hispanics Effectively
on Facebook?
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Methodology
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

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Top Ten Interests of Gen Pop QSR Facebook Fans
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile
and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

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Top Categories - Gen Pop vs Hispanic - by QSR
Gen Pop
Hispanic
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile
and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

14. 14
Top 10 Sports/Athletes across QSR Fans
Gen Pop
Hispanic
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile
and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

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Top 10 Music Pages - Gen Pop vs Hispanic - across QSR Fans
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile
and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

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Top 10 Actor/Entertainment Pages for Hispanic Fans - across QSR
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile
and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

17. 17Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
Leverage similarities and
differences on Facebook
Target Hispanics with
cultural relevance
Do it with strategy
and measurement tools

18. 18
Dr Jake Beniflah
Executive Director, CMS
jake@Multicultural-Science.org
David Shanker
CEO The Americas, Lightspeed GMI
dshanker@lightspeedresearch.com
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI