LATINOS & SOCIAL MEDIA

Irina Skaya@irinaskaya

LATINOS& SOCIAL MEDIA

Presented by: Irina SkayaTwitter: @irinaskaya

AgendaWhy Market To Latinos?

Latino Culture and Identity Facts

Latinos & Social Media Landscape Overview

Social Networks, Blogging & Mobile Usage

Today’s Hispanic Social Media Marketing

Case Studies

WHY MARKET TO LATINOS?

HOW TO MARKET TO LATINOS?

English preferred(some Spanish)Born in the US; 2nd

generation

14.5%

16.2%

27.4%

16.5%

25.5%

Bi-cultural

Hispano

Nueva Latina

Americanizado

Latinoamericana

Spanish preferred(some English)In US 10+ years

English dominant (nearlyno Spanish); Born in theUS; 3rd generation

Spanish dominant (nearlyno English); Recent im-migrant as adult (<10 years)

Bi-lingual (equal ornearly); Immigrantas child or young adult

Source: America’s Latino Future, 2015 and Beyond. Geoscape. American Marketscape DataStream

Quien son los Latinos en los Estados Unidos?

Mired in change or progress, either for themselves or the community

Dogmatic, confident in their beliefs and opinions

Responsible for retaining and promoting the culture

Representing spectrums of the American dream

Source: “Latino Heritage Identity Initiative-Beyond Demographics” Starcom Media Vest Group & Telemundo Group

Who Are the US Latinos Really?

ChangeAgents

Principle-Led

CulturalRevivers

AchievementBound

LATINOS & SOCIAL MEDIA

Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings than the opinions of their friends.

28%Friends’ Opinions

72%Product Rating Sites

AOL Hispanic Cyberstudy, 2010

Hispanics Love and Trust the Internet

Hispanics are younger and adopt online trends more quickly

• 46% of Online Hispanics are under 352

• 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market4

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

Sources: 2. Hispanic Cyber study 2010, AOL Advertising 2010 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research

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

• 17% of US Hispanics are Twitter Users5

• 10% of online Hispanics have recently checked in compared to 3% of white Americans6

• 54% of Hispanics regularly use Facebook compared with only 43% of white Americans4

Sources: 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research; 5. Twitter Usage in America 2010, Edison Research; 6. Geo Social SuveyData: Pew Research Center

• It is culturally imperative to connect

• The growing Hispanic middle class is super connected. 85% with a household income of $50,000+ are online

• Hispanics are early adopters of mobile technology

• Hispanics will spend money on what they really want. They spend 42% more on mobile devices and 35% more on data services than the average user

• More than the language, it’s about the content

• Hispanics are dynamic content creators and consumers

• Entertainment content is the main appeal for online engagement

• Multitasking: Part of the Hispanic DNA

Rank Property Unique Visitors (‘000)

Percent Reach

Hisp. Percent

Compo-sition Index

1 Facebook 16,144 59.4% 11.4% 90

2 MySpace 11,759 43.3 17.6 140

3 Windows Live Profile 3,851 14.2 34.7 275

4 Twitter 3,065 11.3 13.1 104

5 Yahoo! Pulse 2,505 9.2 13.9 110

6 HI5 1,556 5.7 52.4 415

7 LinkedIn 1.421 5.2 6.9 54

8 MyLife 1,233 4.5 10.0 79

9 Digg 1,080 4.0 12.5 99

10 Classmates.com 1,027 3.8 9.1 72

Source: ComScore June 2010. Percent reach here is the percent of all Hispanic internet users.

Top Ten Social Networking SitesAmong all Hispanics by reach

Blogging Frequency

2%23%

18%57%

Twice or morea week

Daily or more

Once a week

Less than once a week

Latina bloggers are active contributors. Most, (57%) write twice or more blog posts a week. Only 2% post less than once a week.

The three most popular topics include Parenting (62.7%), Latino Issues (54.4%), and Heritage/Culture (18.2%). Other popular topics include cooking/recipe, beauty/fashion, and art/technology.

Source: Latina Bloguera Survey – 2010

Most Latinas blog to share their opinion (45%) and to connect with others (44%). Top other reason: to market their business or product (24%).

Reasons For Blogging

To share my opinions

To connect with others

To market my brands or product

To share my knowledge and expertise

For fun

Other

0% 10% 20% 30% 40% 50%Source: Latina Bloguera Survey – 2010

Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%)

Languages in Blogging

English Spanish Spanglish Bilingual0%

10%

20%

30%

40%

50%

60%

70%

80%

Source: Latina Bloguera Survey – 2010

Latino Bloggers

Twitter

#Latinabloggers#Latism

#LasBlogueras#DLBChat

Latina Bloggers Connect PageNew Latina PageElla Media PageFacebook

ElsewhereBlogs by Latinas

Urbano TVBlogadera

Where To Find Latino(a) BloggersHispanics—especially women—have been leaders in social media, partly because they are among the quickest of the demographics to adopt new technologies, but also because they tend to be a highly social group, eager to interact

Video: Meet Latina Bloguera

Mobile Device Use By Hispanics

iPadiPhone

BlackberryDroid

0%2%4%6%8%

10%12%14%16%18%20%

Mainstream Hispanic

Source: Marketingcharts.com, April 2011

Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%).

Tweet

Update on Facebook

Read blogs

Manage my blog

Foursquare

Use Apps

0%10%

20%30%

40%50%

60%70%

80%90%

100%

Mobile Use

Source: Latina Bloguera Survey – 2010

CURRENT STATE OF HISPANIC SOCIAL MEDIA MARKETING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9%

15%

46%

56%

58%

83%

92%

7%

17%

21%

42%

40%

62%

84%Facebook

Twitter

Blogs

YouTube

LinkedIn

Mobile

MySpace

Mainstream Hispanic

Social Media Tools

Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey

Same social media tools are used to target both the mainstream and Hispanic markets

Significantly increase

Somewhat increase

Stay the same

Somewhat decrease

Significantly decrease

Don't know/Not applicable

0% 5% 10% 15% 20% 25% 30% 35% 40%

Mainstream Hispanic

Source: 2011 TeleNoticias LatinoWire Hispanic Social Media Survey

Social media budgets are expected to increase in the next fiscal year for both the main-stream (58%) and Hispanic markets (60%).

Social Media Budgets

0% 5% 10% 15% 20% 25% 30% 35%

18%

22%

25%

28%

25%

32%

33%

32%

Hispanics Mainstream

Recommended by friend/relative

Customer reviews/ratings

Industry/expert ratings

Opinions/reviews on blog

Important Attributes When Choosing One Brand Over Another

Source: comScore Custom Study on the US Online Hispanic Market; Persons 13+; June and October, 2010

HISPANIC SOCIAL MEDIA MARKETING CASE STUDIES

Hispanic Marketing Effort: 2010 World Cup on Facebook

• The program was promoted in English and Spanish and drove both engagement and conversation

• Nearly 20,000 people used the program

• More than 11,000 shared the program on Facebook

Social Media Marketing Overview:• Nearly 8.7MM Facebook fans• 132K Twitter followers• 6K Foursquare check-ins per day• 2BN Youtube views per day

McDonald’s Leverages Social Media To Be Culturally Relevant to US Latinos

Source: www.ana.net

Social Media Marketing Overview:• 288K+ Facebook Fans• 2.9K Twitter Followers• 2K Que Pasa Friends• 1K MySpace Friends

“Social media is a key component to our Hispanic marketing strategy. It allows our fans to engage with our sport and our players on a more personalized level,” - Saskia Sorrosa, Senior Director of U.S. Hispanic Marketing at the NBA

NBA Uses Social Media To Elevate Hispanic Fan Base Interaction