The Hispanic market is the fastest-growing demographic in the U.S. and also the most mobile and social media savvy in the country. It's no wonder that big brands have made it a priority to reach Hispanic communities in America. In this presentation, attendees will learn about big brands that are effectively reaching Hispanic communities with innovative and technology-focused campaigns. This presentation was presented on June 13, 2012 at the Social Media Strategies Summit in Miami. For more details: http://socialmediastrategiessummit.com/miami-2012/agenda.html

1. How American Companies
are Reaching Tech-Savvy
Hispanic Communities
By Erica Swallow
Tech Journalist & Director of Community, Contently

3. “ Despite Hispanics being a minority
population in the U.S., they are
embracing technology faster than any
other group here in the U.S.
Louis Pagan
Hispanicize & LATISM

4. Hispanics are tech trailblazers
of Latino households own at spend more time
60% least one video or Internet- 68% watching video on the
enabled cell phone vs. 43% of Internet vs. non-
the general market. Hispanic whites.
Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

5. Latinos rule social media
Social Media Usage by Ethnicity
By Percentage of Total Group
60
45
30
15
0
Facebook Twitter Geo Apps
Hispanic African American Caucasian
Sources: Pew Research Center's Internet & American Life Project, BIG Research

6. Brands are reaching
Hispanic consumers in the U.S. through
online and mobile programs that engage
users with culturally appropriate content
in places they already visit.

7. 5 Strategies for Reaching Hispanic Audiences
1) Host Dedicated Social Channels
2) Take Advantage of Mobile Games
3) Harness the Power of Video
4) Take a Multi-Platform Approach
5) Produce Bicultural Content

8. 1. Host Dedicated Social Channels
‣ Hispanics are the most
engaged group on social
media channels
‣ More likely to follow
brands, too!
‣ So, build social
communities around your
Hispanic customers
Sources: Pew Research Center's Internet & American Life Project, Nielsen; Images via Mfayas

9. Case Study: éne-bé-a
‣ 15% of NBA fans were Hispanic upon launch (2009)
‣ 400K Facebook Likes and 7,700 Twitter followers
‣ 12% of English social channel fans are Hispanic

10. Case Study: XFINITY Latino
‣ Launched in January to complement expanding content
‣ Benefits from celebrity spokeswoman Sofia Vergara
‣ Features ControlManía, social trivia game

11. Case Study: XFINITY Latino
‣ Launched in January to complement expanding content
‣ Benefits from celebrity spokeswoman Sofia Vergara
‣ Features ControlManía, social trivia game

12. 2. Take Advantage of Mobile Games
‣ 65% use mobile phone as
primary access to Internet
‣ U.S. Hispanics will spend
$17.6 billion on mobile
devices and $500 million on
mobile apps in 2012
‣ 43% of Hispanics have
engaged in mobile games,
compared with 33% of
Internet users as a whole
Source: Burson Marsteller and Census 2010

13. Mobile gaming apps are on top
‣ Top four mobile app types
purchased by Hispanics:
games (48%), songs (41%),
navigation (24%), and books
(23%)
‣ Of Hispanics that own
apps, 84% say the apps are
primarily in English
‣ 13% about half in English and Spanish
‣ 3% primarily in Spanish
Source: Zpryme Hispanic Insights Practice

14. 3. Harness the Power of Video
Monthly Time Spent
in Hours:Minutes (Quarter 3 2011)
6:29 4:20
‣ Hispanics spend more
time watching videos on
the Internet and mobile Watching Mobile Subscribers
Video on Watching Video on
Internet a Mobile Phone
‣ 18 million U.S. Hispanics
visit YouTube regularly 3:52 3:37
Hispanic Non-Hispanic White
Source: Nielsen @Plan Q3’11, Pew Internet Study

15. Case Study: Growing YouTube Offerings
Bilingual
programming
targeted at young,
U.S.-born Hispanics
‣ Google is investing in Bilingual pop
culture and
expanding Hispanic celebrity content
featuring Sofia
programming Vergara
Spanish language
‣ Launched Hispanic entertainment and
celebrity
programming
channels in April 2012 bringing Hollywood
to Latin America
Bilingual cultural
programming
supplying Latino-
produced content

16. Case Study: Kmart YouTube Series
‣ “Madres y Comadres”
portrays the unique
challenges that Hispanic
women and their families
face today
‣ Bicultural content in
Spanish language
‣ Series has garnered 2.4
million pageviews

17. 4. Take a Multi-Platform Approach
‣ Consumers are everywhere, so your brands
should be, too
‣ Figure out where your customers gather
and meet them there
‣ Traditional and emerging platforms

18. Multi-brand, multi-platform is in
Source: Hispanic PR Blog

19. Case Study: Unilever Vive Mejor
‣ Magazine, website, video,
in-store events
‣ Expanded to social media
in 2010 with Spanish
language channels
‣ 200K Facebook Likes
strong
‣ One-stop resource for
beauty and food advice

20. 5. Produce Bicultural Content
‣ Bicultural content A Look at Bicultural Hispanics
appeals to a person’s
identity, tastes, culture,
heritage, value system
‣ 50% of young Latinos
(14-34) seek out
bilingual/bicultural
content, while 30% seek
‘mainstream’ English-
only content
Source: 2011 report by Motivo Insights and the New Generation Latino Consortium & American Community Survey 2007-2009

21. Case Study: Yahoo! Shine Latina
‣ Launched June 2012
‣ English content with nods to cultural identity, written by
bicultural editorial staff
‣ Yahoo! Insights study finds that readers prefer a cultural,
not lingual approach
‣ 3.57 million Hispanic visitors per month

22. To Watch: Univision Meets ABC
‣ Univision News and ABC News will launch a 24/7
English language network in 2013
‣ Targeting English-dominant and bilingual viewers
‣ Will feature journalists from both companies

23. “
Do those of us in marketing need to
move beyond the ‘niche’ mentality
when it comes to Hispanics and how
they fit into our businesses? What
happens when a niche market
becomes mainstream?
Jose Villa
MediaPost

24. 5 Strategies for Reaching Hispanic Audiences
1) Host Dedicated Social Channels
2) Take Advantage of Mobile Games
3) Harness the Power of Video
4) Take a Multi-Platform Approach
5) Produce Bicultural Content

25. ¡Gracias!
Erica Swallow
ericaswallow.com
@ericaswallow