Using social media marketing to build your brand in the US Hispanic Market

1. USING SOCIAL MEDIA MARKETING TO BUILD
YOUR BRAND IN THE HISPANIC MARKET
By: Javier M. Santos
Social Media Marketing Consultant

2. SITUATION
• U.S. Hispanics are known to be avid consumers of
social media, but few marketers are using Spanish-
language Facebook fan pages to reach out to them.
Source: Hispanic Fact Pack 2011

3. SITUATION
Source: Hispanic Fact Pack 2011

4. SITUATION
• Fact: A quick sample revealed that from184 different
US brands only 34 had any kind of Spanish-
language presence on Facebook.
• Facebook Spanish-language brand fans pages: 1.96
millions.
• Facebook English-language brand fans pages:106.4
millions.
Source: AdAge Hispanic Magazine

5. SITUATION
• Marketers that do try to engage Hispanics online
often make mistakes, ranging from simply
repurposing Spanish-language content from other
countries to allowing stale content to remain online
indefinitely.

6. OUR PERCEPTION
• For brands willing to put up Spanish-language
Facebook pages, there's a huge payoff!

7. DO’S AND DON’TS
• Use human translators that understand the culture.
• Don't do partial translation, with some links in
Spanish and some in English.
• Don't just translate content from a general market
site without changing the images, too.
• Don't put a Spanish-language site up, then neglect
to monitor it and engage with users. And avoid
orphaned social media that lacks links and easy
navigation.

8. WHAT CAN WE OFFER
• Spanish Language Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

9. OUR OFFER
• Spanish Language Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & 3 Months Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

10. LANDING PAGE EXAMPLES

11. OUR OFFER
• Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

12. KIA MOTORS FACEBOOK BUSINESS PAGE

13. OUR OFFER
• Spanish Language Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

14. RESULTS FOCUSED APPROACH
• Fan Growth
• Promotions
• Grow Sales
• Build Your Brand
• Product Sampling

15. SAMPLE OF OUR WORK

16. ADVERTISING CAMPAIGN

17. ADVERTISING CAMPAIGN

18. CAMPAIGN RESULTS

19. OUR OFFER
• Spanish Language Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

20. SMMD
Login
Publishing Area

21. SMMD
Engagement Area
Measurement Area

22. OUR OFFER
• Spanish Language Call to Action Landing Page
• Spanish Language Facebook Fan Page Setup
• Facebook App & Advertising Campaign
• Social Media Marketing Dashboard Tool
• Detailed Analytics Monthly Report
• End User Training

23. LANDING PAGE TRAFFIC REPORT
•Number of Visitors
•Conversion Rate
•Navigation Origin

24. FACEBOOK FAN PAGE TRAFFICT REPORT
•Number of visitors
•Demographic
•Gender
•Age

25. OPTIONAL SERVICES
Advanced QR Code Campaign Manager

26. WHERE TO PLACE QR CODES
Source: Hispanic Fact Pack 2011

27. ANALYTICS
Depending on the campaign set up, the following analytics
data is available:
•Real time hourly scans
•Scans
•Goals
•Time on site
•Page views
•Unique scans
•Demographics
•Media response comparison
The interactive reports are generated in real time.

28. GTA’S ADDITIONAL SERVICES
• Spanish language full website development
• Company Identity
o Logo
o Business Cards
o Letterhead
o Brochure
o Flyer
• Print Media Campaign
• Customer Database Build Up
• YouTube Channel Setup (Info-commercials)
• Online Store

29. IT’S YOUR CHOICE!
NO HABLO ESPAŇOL…

30. IT’S YOUR CHOICE!
BUILD YOUR BRAND AMONG THE HISPANIC MARKET!

31. ABOUT US
G TA I n t e r n e t M a r k e t i n g i s a n i n n o v a t i v e f i r m w i t h 1 4
years
experience in the Puerto Rico market. Our staff is specialized in
marketing, programming, art and technology to provide On-line
high quality consulting services in:
– Corporate Internet Interactions
– E-Commerce Solutions
– Interactive Data Analytics
Our services are designed according to the characteristics and
requirements of our individual Clients.
G TA I n t e r n e t M a r k e t i n g o w n s a n e s t a b l i s h e d a n d a c c e s s i b l e o f f i c e
with the technological infrastructure required to give excellent
service to our Clients (such as Kia Motors, Serrallés, El Meson,
Ma n a t í Me d i c a l Ce n t e r, a mo n g ma n y o t h e r s ) .

32. ABOUT US
G TA i s a m e m b e r o f s e v e r a l p r e s t i g i o u s o r g a n i z a t i o n s s u c h a s t h e
Internet Advertisement Bureau- IAB, Internet Society- Puerto
Rico, SME- Sales and Marketing Executives Association, and La
Cámara de Comercio de Puerto Rico.
We will be more than happy to assist you to accomplish your
business goals. For more information, please visit us at
w w w. gta. ma

33. THANKS
For more information, please visit us @
w w w. g t a . m a