This document summarizes a presentation about reaching U.S. Hispanics through social media. It discusses strategies that marketers like McDonald's and State Farm have used successfully, such as sponsoring influencers, creating bilingual social media pages, and engaging Hispanic audiences both online and offline. It emphasizes the importance of listening to customers, identifying their interests, and nurturing fan bases in both English and Spanish.

2. JOE KUTCHERA
Author
Latino Link: Building
Brands with Hispanic
Communities and
Content
@joekutchera
Meet Our Presenters
AYMEE ZUBIZARRETA
Corporate /Public Affairs
Hispanic PR / Social Media
for State Farm Insurance
@AymeeZubi

3. Reaching
U.S. Hispanics
In the Age of
Social Media
Copyright © 2011 impreMedia

4. The Rules of Social Media Were Actually Written
Long Before the Internet
Malcolm Forbes
“To seduce almost anyone, ask for and listen to his opinion.”
From Dale Carnegie’s “How to Win Friends and Influence People”
• Be a good listener. Encourage others to talk about themselves
• Talk in terms of the other person’s interests
• Remember that a person’s name is to that person the sweetest
and most important sound in any language

5. @joekutchera

6. Cell Phone Penetration by Ethnicity
91%
89%
89%
83% 88%
Hispanic
76%
78% Non-Hispanic
68%
2007 2008 2009 2010
Source: Simmons NCS/NHCS, Fall 2007 - 2010 Adult Full Year, (Oct 2009 – Dec 2010), A18+ 5

7. Search Dominates Smartphone Usage
70% movie showtimes
of Hispanics use their
smartphones to search
45% of Hispanics
have smartphones
vs. 34% of General
Population
Source: Google US Hispanics 2010, October 2010, OTX

8. Hispanics Over-Index in Using Social Media
Q: How often do you use any of the following websites?
A: Regularly
Source: SIMM@16 Survey, BIGresearch® * Non Hispanics excludes African Americans & Asians
7

9. Hispanic Shoppers Influenced by Reviews and
Recommendations
Source: comScore 2010 8

10. Over ½ of Hispanics on major social sites prefer
Spanish
Facebook Twitter
4.2 2.5
Million Million
5.9 3.6 31%
31%
Million Million
44% 56% 44% 56%
3.4 2.0
Million Million
25% 25%
Spanish Dominant
Bilingual
English Dominant
Source: ComScore 2011 9

11. Facebook Targeting Techniques for U.S. Hispanics
Language targeting

12. Facebook Targeting Techniques for U.S. Hispanics
Interest targeting Media preference targeting

13. Facebook Targeting Techniques for U.S. Hispanics
Cross-border shoppers

14. Alfonso: The Invisible Shopper
Mexicans Spend $20-40 Billion
Annually in U.S.

15. What are
marketers doing
about this?

16. What type of web/social media is necessary
for reaching U.S. Hispanics?
76% 67% 62%
Source: Latinum, 2011 15

17. Savvy Multicultural Marketers Find Value
in Social Media
• McDonald’s saw that R&B star Mary J. Blige would regularly tweet about
buying McCafe
• The restaurateur re-tweeted her tweets without paying the star anything,
building significant credibility among African-Americans

18. McDonald’s: Sponsoring the Ruiz Family Road Trip
• Seek out influential
bloggers
• Sponsored 3rd
summer road trip
• Ate at McDonald’s
along the way
• McDonald’s baked
into summer road trip
story

19. Sears Latino: A global Spanish-language page
• Questions and updates in
both Spanish and English
• Supports Sears en español,
SearsPR.com and
Sears.com/International
• Appealing to the global
Latino

20. The Power of Listening Over Financial Incentives
19

21. CVS Nuance branded cosmetics – merchandise &
social
Partnership with Selma Hayek to promote CVS private label cosmetic line with
YouTube videos in English and Spanish.
20

22. The Social Media Process
Listen
Identify
Solve
Test
Engage
Nurture your fan base

23. Muchas gracias!
Joe@Kutchera.net
@joekutchera

24. State Farm
Aymee Zubizarreta

25. State Farm
has been…
“Social” since
day one!

26. Building Relationships with
US Hispanics – online & offline
Cuentas Claras
(Financial Literacy for Latinos)
• State Farm Bank
• Partnership with Univision
Network
• April – November 2011
• Face 2 Face, Town Halls in
key cities
• Series of #MiDinero Twitter
events (Latina Mom Blogs,
Hispanicize & Being Latino)

27. *OMG*
#MiDinero is Caliente on Twitter

28. Have we connected on Facebook yet?
State Farm Nation
• 1,312,757
• Fans (10/11)
• Oct 2010
• Young Adult focus
Additional pages:
• Teen Driver Safety State Farm Insurance
• 26 seconds • 130,099 Fans (10/11)
• State Farm Careers
• May 2009
• General market

29. The first national insurance company to create a
bilingual social networking page on Facebook for
Latinos.

30. ¿Por qué?/Why?

31. State Farm Latino on Facebook
Fan total of:
64,101
(10/11) April 2011

32. One of our first posts

33. Premios
Billboard
• Partnership with
Telemundo Network
• Fan engagement
online & offline
• Face 2 Face, Brand
interaction: Mall
Tours, Local
Concerts
• Blogger Outreach
(Entertainment,
Music)

34. State Farm Latino

35. Juega e Ilumina
• Users were able to generate minutes of
light by interacting with the Rich Media
online advertising banners that run in
Univision, AOL Latino, Starmedia &
SUM.
• The initial goal was to generate 30,000
minutes of light through all the different
activities. Users’ participation and
engagement with the different
components surpassed the
expectations, and in just one week we
achieved our minute goal.
• It was then increased to 100,000, which
allowed for a total of 142,602 minutes
to be donated.

36. Premios Juventud
State Farm sponsored the 2011 version of the popular Premios Juventud (PJ) organized by
Univision, which targets the Hispanic/Latino U.S. community. On this occasion, many users decided
to take the conversation to the virtual world, and State Farm Latino's Facebook (FB) page was the
platform of choice by many current fans.
A few "Thank you" notes from SFL's fans

37. Carlos Ponce & State Farm Latino

38. Have we met?
• Sofía Vergara is the second celebrity chosen by
State Farm for its efforts to reach to the
Hispanic market in the U.S.
• The TV spot was exclusively offered to State
Farm Latino’s fans a few days before its TV
release.
• Today, Sofía Vergara has her own tab in State
Farm Latino, where fans can enjoy exclusive
“behind the scenes” content.

39. State Farm Latino
Learning from our experiences with our General Market Facebook pages,
we now know that:
• A brand must find su voz /their voice.
• That a US Hispanic SM strategy needs to have direction yet be nimble to
adapt to their audience’s immediate interests, opinions & preferences.
• Should make personal and emotional connections, in the language of
their choice with a goal of engagement and leads to enchantment.

40. Thank you/Gracias

41. To Learn More About The Hispanic
Market Visit Our Blog:
www.hispanicmarketinfo.com
The following presentation deck and webinar
recording will be available to you immediately
following the conclusion of this webinar.
To Learn More about Today’s Presenters Follow
them on Twitter
@joekutchera @AymeeZubi