3. Long game. Cost-effective,
driving down promo cost. Yields
engaging social. Lives in
controlled environment that
encourages conversion.
Fast action. Requires media for
fast wins. High-cost. Drives
social activity and accelerates
growth of content engagement.
Ideal distribution channel for
content and promos.
Encourages user
participation.
SPEAKEASY
4. Overview
SM is making an effort at reaching a larger
percentage of the US Hispanic Homeowner
community.
In helping SM with social media marketing,
Speakeasy’s question is how best to address this
market in social media.
Which networks?
Which platforms?
What language(s)
TEXT
5. The market
46.1% of Hispanic households in the US are homeowners.
Leading growth surge (51%)
56% do so because indicator of success / achievement (vs US average
of 32%)
Will be 40% of net new households over next decade
59% of buying power in 2nd/3rd generation (English)
Digitally:
Overindex for all social nets
Heavy SMS use
Dramatic mobile use
Native to US (English-speaking) 30% more likely online
21% higher use of online shopping; 54% shop mobile
15% more likely to look for coupons; 20% more on mobile
30% more likely to buy from brand followed on social
More credulous: Trust reviews online over friends
TEXT
National Association of Hispanic Real Estate Professionals, RPCG, AOL Advertising, Zocalo Group
12. header Text
Challenges
No single Spanish language
Popularity (and difficulty) of Spanglish as
true second language among key
demographic
Despite buzz of dual pages, major brands
getting only 1-6% of English FB
audience
And then, on average, 12% of that
audience sees average post
14. Best practices
header Text
Use of genuine humor
Music with cultural affinity
Appealing celebrities / role models
Family / children scenarios
Latin American scenery
Elements of escapism
!
Millward Brown
17. Recommendations
header Text
Start small and test
Spanish-language targeted posts on core FB
Crosslink to English version, where applicable
Maybe test a Spanish-language Twitter
If results support, add more channels
Integrate Hispanic imagery in all channels
All Spanish-language materials mobile-optimized
Hispanic promotions
SMS marketing
Spanish-language review site?
