how and when to partner with a hispanic marketing agency

Presented by: FahlgrenMortine 

Social Media Spanish (SMS)

How & When To Partner With A Hispanic

Marketing AgencyA Perspective and Analysis From Both Parties

Moderator: Michael Della Penna

Presenters: Lara Kretler, VP Social Media Lead

Agency: FahlgrenMortine 

Natasha Pongonis, Social Media Director Agency: Social Media Spanish

 Eric Diaz, Principal

Agency: Social Media Spanish

Content• Why Market to Hispanics?

• Q&A: How & When to Partner with a Hispanic Agency?

• What Channels Are Best for Marketing to Hispanics?

• Recommendations

Hispanic Market Overview - US

• Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion)1

• Average Household Income is $50K+ and growing

• Current Population of 50 Million (16%)2

• By 2050, 33% of Americans Will be Hispanic3

1. Hispanic Cyberstudy 2010, AOL Advertising 20102. US 2010 Census

3.MSNBC America in 2050

Hispanics are younger and adopt online trends more quickly

• 46% of Online Hispanics are under 354

• 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market5

• Hispanics are twice as likely to search the internet with an iPhone compared with the general market4

4. Hispanic Cyber study 2010, AOL Advertising 2010 5. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research

More Hispanics learn about brands, compare prices, and make final decisions online than general market

• 57% of Hispanics always go to the internet to look for deals compared to 43% of the general market6

• ‣72% of Hispanics prefer an online product rating over a friends opinion6

• ‣18% of US Hispanic Internet Users use Twitter compared to 8% of general market7

6. Hispanic Cyber study 2010, AOL Advertising 20107. Pew Research Center’s Internet & American Life Project, 2010

Hispanics are a very social group with high usage of social media

• 10% of online Hispanics have recently checked in compared to 3% of white Americans8

• 54% of Hispanics regularly use Facebook compared with only 43% of white Americans9

8. Pew Research Center’s Internet & American Life Project, 20109. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research

Top 10 reasons to partner with a Hispanic Marketing Agency

1. You don't speak Spanish

2. You want to reach Hispanics but don't know how

3. You don't know if there are opportunities to reach Hispanics for your product or service

4. You speak Spanish but not "Spanglish"

5. Fans are posting to your Facebook page in Spanish and you're unsure of how to respond

Top 10 reasons to partner with a Hispanic Marketing Agency

6. You're a pro at social media, but not Hispanic marketing

7. Your deciding on upcoming initiatives and want to incorporate a Hispanic marketing campaign

8. You want to avoid any costly reputation issues caused by a language or cultural misstep

9. You want to do it right the first time

10. You've seen the 2010 census and other stats and you recognize the opportunity

Are all Hispanics the same?

• No, Hispanics are quite diverse

• 5 main groups of Hispanics today

• Must consider which groups you are marketing to for your campaign

Hispanics in the US10

• Latinoamericana o Spanish dominanto Less than 10 years in USo Primarily Hispanic cultural

practices

• Hispano o Spanish preferredo in U.S. 10+ yearso Pre-dominant Hispanic

cultural practices

• Bi-cultural o Bi-Lingual (equal or nearly)o Immigrant as childo Many Hispanic cultural

practices

• Americanizado o English dominanto Born in US; 3rd+ generationo Few Hispanic cultural

practices

• Nueva Latina o English preferredo Born in U.S.; 2nd Geno Some Hispanic cultural

practices;

This pie shows the national distribution, although the mix of segments varies by region and

metropolitan area.

10. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream

Geography Matters11

11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream

Who manages Spanish Social Media?

• Community Manager must have experience working with the Hispanic community

• Must be Consistent Resource

When should I look to partner vs. in-house?

• Internal Capabilities

• Previous Hispanic Work?

• Broad Experience

Does it always have to be in Spanish?

• No. Depends on many things...

• Geography

• Know your consumer

How do you find a good HispanicAgency partner?

• Find blog writing experts • Attend conferences • Webinars

How do you determine a good fit?

• Know their work style

• Do a small project

• Work on pitches

How do you avoid partner challenges?

• Clear specifications • Respect client relationship• Frequent communication

What’s the best way to partner?

• MVA (Master Vendor Agreement) or handshake?

• Build the relationship over time• Share wins and losses

Or

How does an agency benefit fromSpanish social media?

• Expand services • Grow client reach• Competitive differentiation

Which is better: transparency or white label?

• Open agreement• Seamless partnership (invisible to client)• Benefits to each

Which forums are best?• Facebook - 20MM US Hispanic Users• Twitter - 9MM US Hispanic Users

• Other Forums have their strengths o Hi5 – 40MM monthly userso Que Pasa - 35MM members across Latin Americao Batanga – 4MM monthly userso MiGente – 3MM registered userso Univision – 2MM registered users

What is the right content?

• Finding the interests of your targeted market can be difficult

• Not just a straight translation from English• Data from specialized marketing and PR

firms• Social Media listening tools can help

3 Things to Avoid

• Hire arbitrarily o “Hector from accounting can run this campaign,

I'm pretty sure he speaks Spanish…”

• Posting inaccurate and outdated content o Grammar can be essential, accents, no Google

Translate

• Profile set in one language & links to another different language o What good does it serve the native speaker?

Brands Marketing to Hispanics via Social Media

Recap

• Research is a crucial part of finding the right partner

• Partner with agencies or hire experienced individuals that understand the Hispanic community

• Take initiative to suggest Hispanic social media to clients

• Build relationships through small projects at first

• Grow your business through expanded services 

Presentation is posted on the blog:www.socialmediaspanish.com/blog

•Lara Kretler: lara.kretler@fahlgren.com, @LaraK•Eric Diaz: diaz@dkwebconsulting.com, @ediaz33•Natasha Pongonis: pongonis@dkwebconsulting.com, @NatashaPongonis•Michael Della Penna: mdellapenna@suitedialog.com, @MikePenna

Contact Us!

References

• Hispanic Cyberstudy 2010, AOL Advertising

• US 2010 Census

• MSNBC, America in 2050

• SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research

• Pew Research Center’s Internet & American Life Project, 2010

• America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream