3 Key Facts to be considered in a
Social Media Plan for Hispanics
Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research
Texas Tech University College of Media & Communication brings together experts in market research and Hispanic-oriented media, Reaching Audiences will feature two days of panels that discuss trends and shifting demographics in the media industries today (Mar 4 - Mar 5, 2013)
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
Reaching Hispanic Audiences in Social Media
1. Reaching Audiences in
Social Media
Day 1 – Monday, March 4 | COMC 270
Panel: Hispanics and Social Media
2. ni c
Hi spa
Reaching Audiences in
Social Media
Day 1 – Monday, March 4 | COMC 270
Panel: Hispanics and Social Media
3. 3 Key Facts to be
considered in a
Social Media Plan for
Hispanics
4. 1 Do we need it?
2 What sites and content?
3 Spanish and/or English?
4
5. “If [Hispanics] were a
standalone country ,
the US Hispanic market buying power
would make it one of the top
20
economies in the
world ”
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
5
6. Hispanic Are Very Receptive to Brands
Having a Presence on Social Media
“Which of the following statements, if any, describe your attitude towards social networking sites?”
Source: Forrester Research – North American Technographic – 2011
6
7. 1 Do we need it?
Certainly Yes
(if not, we are missing a great opportunity)
7
9. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
9
10. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
10
11. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
11
12. Social Technographics Profile
Source: Forrester Research – Retrieved 02/27/13 - http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
12
13. Hispanics are Spearheading user
generated content in Social Media
123%
120%
69%
79%
24%
21%
-47%
Source: Forrester Research – North American Technographic – 2011
13
14. 2 What sites and content?
Although Facebook and
Twitter might be a must, you
should know your Hispanic
audience preference and align your
business objective with the
social network audience
14
16. Melanie is the Hispanic American
Reality
Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI
16
17. Melanie is the Hispanic American
Reality
Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI
17
18. Hispanics have a large Social Network
Online and Tend to communicate with
them in Spanish
“Which of the following activities do you do at least monthly?”
Hispanic Online Adults
Social Site
18+
Facebook communication in
Spanish 35%
LinkedIn communication in
Spanish 47%
Twitter communication in
Spanish 45%
Source: AdAge/Univision – The Cultural Connection, How Hispanic Identity Influences Millennial Report – Retrieved: 02/27/13 - http://gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf
18
19. 3 Spanish and/or English?
Short answer Both
For Bicultural, Bilingual Hispanics, English
is the language of the mind, while
Spanish is of the heart
19
20. Key Takeaways
Marketers can be more successful in the Hispanic market by:
Targeting culturally connected Hispanics as they
use social media as way to publicize their content and
opinions to not only friends and family, but also companies
Encouraging interactions as Hispanics especially
engage in more advanced activities like creating
social media
Using culturally relevant messages to reach your
audience
20
Bigger economy than countries like The Netherlands or Australia Buying Power Projected Growth: +50% , $1 Trillion in 2010 - $1.5 Trillions in 2015 (Nielsen)
Hispanic Social Media use don’t mirror General Market but have distinct patterns due to language, culture and ownership dynamics
While Facebook and Twitter remain the most popular social media sites
Pinterest has also gained popularity quite rapidly. Hispanics appear especially “Pinterested” in the new photo board site, as 28.5% say they have a account and 13% Log in once a day or more Whole strategy of “visual” content Although Facebook and Twitter are (almost) a must – However, Learn about Hispanic on your specific product or industry
They have a larger social footprint and their tendency to comment extends to products and services they use Examples: Upload their own created videos to a video site such as YouTube – 9% Non-Hispanic vs 27% Hispanic Post Ratings/Reviews of products or services (eg. Amazon, Yelp) 16% Non-Hispanic vs 29% Hispanic
Identify the cultural nuances in which each language can resonate to the audience (i.e. Spanish for Novelas and English for Blockbuster films)