Cultural Dimensions

The Cultural Dimensions of Social and Mobile Media
Roberto Gomez Jr

twitter @rgomezjr - facebook.com /rgomezjr.me | www.rgomezjr.me

twitter open ﬂoor comments @rgomezjr

HOWhas marketing changed in 3 years?

TOP3 Insightful Answers:
1 The Growth of Diverse Communities➥
2 The Advancements of Technology➥
3 The Deep Reduction of Marketing Spend➥

1out of 3Insights
THE FIRST ONE: The Growth of Diverse Communities
.... The Cultural Dimensions of Social and Mobile Media
➥ Background (History) to date
➥ Insights on who is communicating about your brand or not
➥ The Importance of applying strategies to connect

THE SECOND ONE: The Advancements of Technology
➥ How digital marketing has impacted the cultural community
➥ Using digital media and mobile to connect with each other and
as a tool for self expression
➥ A look at multichannel digital cultural marketing
2out of 3Insights .... The Cultural Dimensions of Social and Mobile Media

THE THIRD ONE: The Deep Reduction of Marketing Spend
ThirdInsight .... The Cultural Dimensions of Social and Mobile Media
download answer @ http://bit.ly/wgUAEQ
➥ We ran out of money and only have 45 minutes ....

BACKGROUND
White 200 Hispanic 53 Black 41 Asian 16 Multiracial 6
2011 Population In Millions
45% Projected Growth In the next 10 years
Source:
US
Census
2010

BACKGROUND
1990 2000 2010 2015
Buying Power In BILLIONS
2x The Growth of Non-Minorities
Source:
Selig
Center
for
Economic
Growth,
Terry
College
of
Business

BACKGROUND
Notice the languages in the billboard.
Appears in the foreground in bold
white letters English. In contrast, the
proper names in Spanish in the
background appear much harder to
read. Remember, this ad appeared in
Mexico, not in the US., but it says a
lot about the status of English globally.
The billiard infers that English is the
language of success and
sophistication by putting it in the
foreground.
Source:
La@no
Link
Book
by
Joe
Kutchera

BACKGROUND
With the widespread adoption of the Internet around the world came the
rise of social networking as a global phenomenon. In March 2007, Social
Networking as a category had a global audience of less than 500 million
users, representing just 56 percent of the world’s online population.
➥
2007 US Ethnic Population 80MM
Since then, the digital landscape has changed immensely. Social networks, which provide
platforms for online users to connect, share, and build relationships with others online, have
forever altered the lives of individuals, communities and societies all over the world. The
growth in popularity of social networking has also created and engendered new online
consumer behaviors.
2012 US Ethnic Population 100MM
➥

BACKGROUND
Social networking sites now reach 82 percent of the world’s online
population, representing 1.2 billion users around the world. The social
networking adoption trend largely mirrored the global Internet adoption
curve, and grew proportionately, showing that as people began to get
connected, they immediately began connecting with one another.
twitter open ﬂoor comments @rgomezjr ➥
As of 2011 14M US Hispanics On FB
Source: comScore Media Metrix, Worldwide, March 2007 – October 2011

BACKGROUND
The growth of social networking is a global cultural phenomenon. Despite
signiﬁcant differences in government, infrastructure, availability of Internet
access and cultural practices around the world, social networking is
growing in every single country
twitter open ﬂoor comments @rgomezjr ➥
US Diversity Adoption Rate 95%
Arrange Per Hour Usage

BACKGROUND
From a technology standpoint, mobile devices represent the future of social
networking as they provide the means for users to connect on-the-go,
facilitating real-time interaction. In October 2011, nearly one-third (32 percent)
of the total U.S. mobile population age 13 and older reported accessing social
networking sites on their phone at least once in the past month.
➥
35M US Hispanics Are Mobile
% OF TOTAL MOBILE AUDIENCE
ACCESSED SOCIAL NETWORKING SITE OR BLOG EVER IN A MONTH
Source: comScore MobiLens, 3 Month Average Ending
October 2011* * MobiLens data for all markets is sourced
from the 3 month average period ending in October 2011,
except for Japan, which is sourced entirely from October
monthly data.

InsightsThe Cultural Dimensions of Social and Mobile Media
➥ 56% of adults own laptops – up from 30% in 2006
➥ 52% of adults own DVRs – up from 3% in 2002
➥ 44% of adults own MP3 players – up from 11% in 2005
➥ 42% of adults own game consoles
➥ 12% of adults own e-book readers - Kindle
➥ 11% of adults own tablet computer - iPad
75%
35%
67%
38%
7%
11%

➥
✓ 62%+ of Hispanics in America are U.S.-born (30MM+) out of 55MM
✓ 110MM out of 315MM in the US are from diverse communities
✓ U.S. Hispanics are young overall (27 median age)
✓ 23% of all children under 18 in the U.S. are Hispanic
✓ 88% of U.S. Hispanics under 18 are 2nd & 3rd generation

➥
✓ That is 63% of HH = 14% of total online users
✓ 32.2M Hispanics are online (2011) + 85% of all other minorities
✓ 9% Growth 2009-10, 3X that of Non-Hispanic Whites Alone
✓ 95% of All Minorities will be online by 2015

➥
Source:
Simmons
NCS/NHCS
Fall
2009
Full
Year

Hispanics outpace the average Internet user in BPI (buying power index) across a
variety of online activities. Here are the top 10 online categories among Hispanics
ranked by BPI - 2010
➥
15% of Hispanics online visit
shipping sites and spend 217%
more in e-commerce than the
average Internet user
Source:Table
(Top
10
BPI
Categories
with
%
Reach
>=5%,
comScore
Jan
’10
);
BPI

is
a
measure
of
a
site's
visitors'
online
buying
power,
indexed
to
the
Total

Internet
populaTon.
A
BPI
value
>=100
means
that
a
site's
visitors
purchase,
on

avg.
,is
larger
(in
$
terms)
than
the
avg.
Internet
user
during
the
reported
Tme

period.
Text
box
source:
Scarborough
Research,
Scarborough
Hispanic
MulT-‐
Market
Plus
Study,
Release
2
2009.
Data
collecTon:
Aug
08-‐Sept
09
gathered

from
over
36,000Hispanic
adults,
age
18+,
in
Scarborough’s
81
Top-‐Tier
Local

Markets.

Hispanics also outpace non-Hispanics in the use and adoption of the Internet for
news, Entertainment and socializing.
➥
Top 5 Online Activities:
Source:Simmons
NCS/NHCS
Fall
2009
Full
Year,
PopulaTon
A18+
(Nov08-‐
Dec09);
Base:
Online
past
30
days
deﬁned
as
websites/search
engines
visited

past
30
days.
AcTviTes
bolded
are
those
that
show
interacTvity
with
the
sites

and
therefore
require
broadband

Hispanics are more avid users of wireless services and broadband, both mobile and at home
➥
Ways Cellular Phone Used
➥
Ways Internet Used

Hispanic dominant & Bicultural are the majority representing 54% of OnlineHispanics & 71% of
OfﬂineHispanics .... The American Yardstick by AOL Hispanic CyberStudy:
➥

Today there are approximately 8.1 million US Hispanics on Twitter. Of that amount 31%, or 2.5 million
Hispanics, prefer Spanish and would be encouraged to follow a Twitter profile providing Spanish
content. 44%, or 3.6 million US Latinos favor English and are more likely to follow a Twitter profile that is
providing stories and media in English. And last but not least, 25% of US Hispanics (2.0 million) are
bilingual and would be happy to follow a Twitter profile content in either language or Spanglish.
➥
Source: http://socialmediaspanish.com/blog/how-many-us-hispanics-on-twitter/

✓ Total US Twitter users = 74MM (200MM * 37%). Twitter states that 37% of its users are from within the US.
Hispanics preferring Spanish would likely prefer to follow pages offering daily content in Spanish
such as the CDC Espanol Twitter profile. Several other Twitter profiles that provide Spanish content
include the Castrol Twitter profile and the Visit Florida Twitter profile. Hispanics that typically
converse with family, friends, and colleagues in English are likely to prefer English language Twitter
profiles. A good example of Twitter profiles catering to English preferring Hispanics is Being Latino
as well as Tampico. Many brands are targeting bilingual Hispanics, as this is the most popular
strategy currently. Several good examples of brands doing this include the Mi Pepsi Twitter
campaign and the Sears Latino profile.
✓ Total US Hispanic Twitter Users = 8.1MM (74 * 11%). Based on Quantcast’s demographic data research.

In today’s environment there are 14 million US Hispanics on Facebook. Of that amount 31%, or 4.2
million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing
Spanish content. 5.9 million Hispanics favor English and are more likely to fan a page that is providing
stories and media in English. And last but not least, 25% of US Hispanics (3.4 million) are bilingual and
consume content in either language.
➥

✓ Total US Facebook users = 150MM (500MM * 30%). Facebook estimates that 30% of its users
are outside of the US.
What Facebook Pages would these diﬀerent groups prefer? Spanish preferring Hispanics would
likely gravitate to pages offering daily content in Español including the Centers for Disease Control (CDC)
page. Two other pages catering to Spanish dominants are the Castrol Facebook page and the NBA’s
Spanish Facebook page. Hispanics that speak and consume media in English are likely to prefer general
market English pages. However, a good example of pages catering to US Hispanics preferring English
include the Mexican Word of the Day page as well as the American Latino Museum page. A few good
Bilingual pages include those of the artist Manu Chao as well as page operated by Proctor and Gamble,
Tu Pantene.
✓ Total US Hispanic Facebook Users = 14MM (150 * 9%). Based on Facebook’s estimate of
diversity amongst its users using Census data.

Hispanics plan to take advantage of SALES and DISCOUNTS more so than non-Hispanics to buy non-
gift purchases ... a questions was ask pre-Holiday season: Do you plan to take advantage of sales or
price discounts during the or before the holiday season to make additional, NON-GIFT purchases for
your self or your family?
72.9%
58.8%
10%
13.6%
16.9%
27.6%
➥
Total Hispanic Market: $274.44 Total non-Hispanic Market: $212.53
Hispanics 18+
Non-Hispanic 18+
Source: Simultaneous Media Usage Survey

Hispanics plan to out spend non-Hispanics this holiday season and they plan to spend more this year
compared to 2011.
➥
Total Hispanic Market: $954.76 Total non-Hispanic Market: $869.66
Hispanics 18+ Non-Hispanic 18+
Gift Card Opportunity

Discount stores and department stores are at the top of the list of places where Hispanics and overall
ethnic groups plan to purchase items in 2011:
➥
Hispanics 18+ Non-Hispanic 18+
Gift Card Opportunity
67% 66% 67%
55%
46%
34%

APPLYING ITThe Cultural Dimensions of Social and Mobile Media
Creative that appeals to race, background is key to engagement - According to
Hispanics, blacks and Asian-Americans, digital advertising does not engage them.
When asked for three brands doing a good job reaching them, most said they
couldn’t name even one. One big reason was that respondents felt their ethnic
groups were poorly represented in messaging. Some 78% of blacks, 74% of
Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best
reﬂection of the real world. And nearly as many in each group said ads should
show more of that diversity.
➥
25% of the US is Considered Monitories

Mass reach destinations, yet more likely to be found and more engaged within
Spanish language sites ... Top sites among Spanish primary Bilinguals.
➥Source:comScore
Jan
10.
Hispanic
focus
sites
for
purposes
of
this
project
comprise
[M]
AOL
LaTno,
[P]
Batanga,
[M]
Starmedia,
[M]
Telemundo,
[P]
Terra
–Telefonica,
[P]
Univision
CommunicaTons
Inc,
[P]
ImpremediaNetwork

Engagement by verticals and emerging media...
➥

Talk to the Latino “inﬂuentials”, the ones who tell their community what to buy, where to shop and how to vote
➥
Source:ImpreMedia
Print
and
Online
Consumer
Engagement
Study,
Nov
08.
*Face-‐to-‐face,
online
or
on
the
telephone.
Index
is
vs.
English
preferred

➥
One way to be authentic is to reflect consumers’ core values
and interests. The study found particular cultural “drivers”
important to ethnic groups. For about half of blacks surveyed,
music and beauty were significant. For Hispanics, a big
driver was food and recipes, and for Asian-Americans,
restaurants that reflect their tastes were key.
Source: Yahoo,Mindshare and Added Value - Ethnodynamics

What inﬂuences purchasing decisions ... Key areas to mix your advertising dollars:
➥
Take the Top Channels and Cross-Mix The Marketing 360
Approach to Oﬀ and On Site Advertising

Cross-Channel Marketing Advantage to PrePaid Cards to the Hispanic Consumer
Access to a secure financial management tool and eliminates the need for check-
cashing, money order or money transfer services. No credit history or taxpayer
identification number is required to become a cardholder.
➥
Take the Top Channels and Cross-Mix The Marketing 360
Approach to Off and On Site Advertising
Online - Mobile Channel
In Market Displays
Local Insert/Media
Co-Programs (D2D)
Family in Latin America, secondary account holders can be added to each
account. This offers cardholders a way to make money accessible to family.
Bilingual and culturally relevant marketing materials and disclosures.
Bilingual text message alerts that can provide cardholders the exact status of
their balance.
Affordable prepaid cards with transparent pricing can become a bridge to
mainstream banking services for many Hispanic families otherwise priced out of
traditional bank accounts

With multiple brand and social media sites in verses countries, languages, or even multiple domestic
markets like the Hispanic and general market. Consider your site architecture and your globalization and
localization strategy to connect together. Beginning with a visual solution, and build your information
architecture from there.
Before: Isolated Information
U.S General Market Site U.S Hispanic Site Mexico Site Other Counties Site
Twitter - Facebook for
each site group
After: Connected Under one .com
Mexico SiteU.S Hispanic Site
U.S General Market Site Other Counties SiteBRAND.COM
One Twitter - Facebook

CASE STUDY
Nestlé USA has a strong history of awareness, trust and expertise among Hispanic consumers,” said Juan Motta, head
of Nestlé’s Emerging Markets division. “This awareness and trust stems from a strong emotional connection with
authentic Nestlé brands in consumers’ home countries such as NESCAFÉ®, ABUELITA®, NIDO® and LA LECHERA®.
➥
The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:
Spanish-Language Television: 76% of Hispanic consumers watch Spanish
language television. Three emotional television ads were developed to
demonstrate how Nestlé products ﬁt into Hispanic consumers’ everyday life and
help them to nurture their family’s lives. The ads also leverage and reinforce
Nestlé’s iconography of the “nest” in the Nestlé corporate logo which conveys
family, trust and well-being to Hispanics. This is the ﬁrst time that this has been
brought to life in the U.S.
1
In-Store Marketing: Research indicates that Hispanic consumers shop
multiple channels each week, so Construye El Mejor Nido will reach
Hispanic shoppers in both independent and mainstream stores through
culturally relevant in-store circulars, bilingual door hangers, and recipe
booklets.
2

CASE STUDY
➥
The “Construye el Mejor Nido” platform includes the following 5 Cross-Channel elements:
3
Social Media: Facebook reaches 98% of Hispanic women 35-49 who
go online. Facebook.com/ElMejorNido was created so that consumers
can engage with the brand and each other, ﬁnd cultural connection and
share recipes and tips. The Facebook page also features contributions
from Hispanic bloggers who represent a variety of Latino backgrounds.
4
Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit
Spanish-language sites daily. A new bilingual website,
www.ElMejorNido.com, is designed for Hispanic families and features
Hispanic bloggers and tips, articles, recipes and videos on food,
wellness, culture and parenting. The site provides families with all of the
tools to “create their best nests,” and includes an option for visitors to
opt-in to receive ongoing communications that provide nutrition tips,
new product introductions, ideas for connecting with their culture and
special offers.
Engaging Sampling – Sampling is an important means for
consumers to try new products. Nestlé is partnering with Hispanic
families as part of their real life celebrations via the distribution of
“Fiesta Packs” ﬁlled with Nestlé products, recipes, and party
supplies. The packs provide consumers with high value samples,
while introducing them to new products.
5

CASE STUDY
Early on, SEARS understood the importance and positive impact of Social Media by
creating various social media channels to get feedback and insight from customers.
Their social media efforts drive a two way conversation and ultimately deliver business
insights to improve the shopping experience in-store and on-line. These multi-channels
help customers to shop smarter, save time, and save money, which is what we all seek
regardless of our ethnicity! When Oscar Castro, the Director/General Manager, Latino
eCommerce of SEARS Holdings was asked about how Social Media ﬁt into the overall
Marketing strategy, his response provided a good summary of SEARS role in today’s
Social Media ‘s frenzy:
➥
“Sears Holdings has a large presence in
these channels today, with almost 3/4
million Friends on Facebook for Sears &
Kmart and almost 150 thousand followers
on Twitter. Our fans & followers include
bilingual US Hispanics, people living in
Puerto Rico and abroad, as well as
Spanish-preferring people (in the US). We
have used our Facebook and Twitter
presence to communicate with our Latino
customers about local events,
international promotions and delivery
capabilities.”
➥

CASE STUDY
As Unilever’s Multicultural Marketing of personal care products. Developed its Vivemejor branded content initiative
for Latina women online. First, they launched its Spanish-language website, ViveMejor.com, which provides helpful
cooking and beauty tips for Latina moms. Today, with the explosion of social media, Vive Mejor, which means “Live
Better” in English, distributes its content across the major social sites: Facebook, Twitter, and YouTube.
➥
Vive Mejor recently just surpassed 140,000 fans on its
Facebook page, making it one of the largest Spanish-language
communities on Facebook catering to U.S. Hispanics. And after
only three weeks in market, the @Vivemejor Twitter page
amassed more than 10,000 followers.

CASE STUDY - What NOT to do!
- A major airline wanted to advertise its new leather ﬁrst class seats and it translated its "Fly In
Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish.  
 
- A beer company’s slogan, "Turn It Loose" was translated into "Suffer from Diarrhea" in Spanish. 
 
- A candy manufacturer’s “Cajeta” means caramel to Mexicans, but to others in Latin America it
refers to female anatomy. 
 
- The Spanish translation for “Got milk?” came across as “Are you lactating?” in Spanish. 
 
- A computer manufacturer that used its initials to identify itself was surprised to ﬁnd out they
meant “S.O.B” in Spanish. 
 
- A sports car whose name meant "ferocious" in Italian but "ugly" in Spanish.

CULTURAL CROSS-CHANNEL

TOP 10Need 2 Know About Digital Marketing and Where It’s Heading
➥
1. Social networking is the most popular online activity worldwide

2. Social networking behavior both transcends and reﬂects regional diﬀerences around the world

3. The importance of Facebook cannot be overstated

4. Micro-blogging has emerged as a disruptive new force in social networking

5. Local social networks are making inroads globally
6. It’s not just young people using social networking anymore – it’s everyone

7.‘Digital natives’ suggest communications are going social

8. Social networking leads in online display advertising in the U.S., but lags in share of dollars

9. The next disrupters have yet to be decided...aka pinterest.com

10. Mobile devices are fueling the social addiction

TOP 10Need 2 Know About Digital Cultural Marketing and Where It’s Heading
➥
1. Latinos use global platforms to find games and content to connect with family and friends.

2. Spanish-speaking consumers greatly appreciate translated, customized content online.

3. Latinos aspire to speak English to “make it” and using it in short advertising messages like Absolut did can be effective.

4. Latino sign up for social networks to participate online in order to connect with family, friends and people who share the same interests
or city-of-origin.

5. Use targeting layers like behavioral, contextual, or language targeting to further segment and understand your Latino audience online.
6. Reach Spanish-speaking US Latino via IP-targeted pages on foreign websites through ad networks or exchanges.

7. Ask the right questions up front. Don’t assume that certain reporting would be provided for the Spanish site since it was available for
the English site.

8. Don’t simply transliterate your copy directly into Spanish without thoroughly analyzing how the messaging and information might
need to be refocused based on a different target client.

9. Evaluate the linguistic nuances among the different forms of Spanish relative to vocabulary of your industry and product lines.

10. Consider emotional and cultural ties to the Spanish language.

IN SUMMARY
➥
• 75 out 103 million minority communities are online as of September 2011 
• Hispanics represent 15% of the US online market = 33 million. 
• The diverse online market grew by 8 million individuals between September 2010 – 2011 
• 76% of Hispanic adults were using cell phones in 2010 and 96% of minorities. 
• Spanish-preferring Hispanics are most likely to have an unlimited mobile data plan
➥
• Hispanic digital marketing requires a dedicated and specialized team 
• Diverse digital programs require the same effort as general market digital programs 
• 88% of online Hispanics use a search engine each month 
• 80% of online Hispanics visit Facebook.com each month

Connecting: twitter @rgomezjr - Linked /rgomezjr - Facebook.com /rgomezjr.me
Thank You Gracias
‫ﺃأﺷﻛﺭرﻙك‬
Dank U
Merci
Obrigado
Спасибо
ありがとう

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