A presentation for a panel I was on called "Hispanic Outreach in Social Media." Bottom line of this presentation, communication and sincerity are key.

1. engaging Hispanic
Audiences Online
Laura Elizabeth Morales-Welch
@lauraelizabethm
www.lauraelizabethm.com

2. How Do
Hispanics
Use Social
Media?
Just like you, we’re
addicted to social
media.
Source: http://www.saludtoday.com/blog/study-hispanics-love-social-media/

3. What Do
Hispanics
Share
Online?
When it comes to
privacy, here’s what
Hispanics are
willing to share
online.
Source: http://www.saludtoday.com/blog/study-hispanics-love-social-media/

4. Think About It
• Hispanics want you to earn the right to
become a member of the family. This is
how you build ultimate trust with Hispanic
consumers. - Monica Gil, Sr. VP at Nielsen
• Family ties, loyalty and culture are VERY
strong in the Hispanic community.
• Ask yourself: Have we, as conservatives,
sold our platform in a way that we have
earned the trust of Hispanics?

5. So, let’s talk...
Language!
Social Media - dispel the
myths and shut down the
trolls
Spread conservative values
in a way that is inviting

6. Go back to basics with
communication
1. Build rapport
1. If you’re constantly selling
something to someone, they’re
going to want to stop talking with
you.
2. Be on their side
1. What am I going to get out of
being friends with you?
2. Connect on a closer level...earn
the right to be part of the
Hispanic “family”

7. so do we have to speak spanish?
• LOL, no.
• Let’s use la reina Selena
por ejemplo:
With the journalists, Selena was as personable as ever, giving each
media personality a warm hug and a big smile, winning them over
before she ever had to say a word. As a third- generation Texan
who had to learn Spanish phonetically, with her father coaching
her on her accent, she knew that there was a chance that the
Mexican fans might dismiss her.
The fans saw Selena’s sincerity and generosity, and felt her love
for them.
-Chris Perez

8. A Tale of 2 Hispanics
• Texas Democratic Party
Chairman on Ted Cruz: “If
I was named Rafael Cruz, I would be proud
to use that name. This guy has denied his
own Hispanic heritage, if he is a Hispanic.”
• The Daily Caller’s
Geoffrey Malloy on Juliån
Castro: Yet Castro, who played up his Mexican
heritage by speaking a few lines in Spanish, admits “he
doesn’t really speak Spanish,” according to a 2010 profile in
The New York Times Magazine.

9. So let’s recap.
•Hispanics, we’re just like you! We love social media
and follow it a lot!
•Use traditional persuasion tactics: build rapport and be
on their side
•It’s time for the GOP to change the way we think about
immigration and policies that relate to Hispanics.
•No, you don’t have to speak perfect Spanish to reach a
Hispanic audience.

10. Want to hear more?
Laura Elizabeth Morales-Welch
Follow me on Twitter: @lauraelizabethm
Check out my blog: www.lauraelizabethm.com