Why marketing to Hispanics with Social Media works: Social Media Spanish presentation April 6 2011

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Presentation showing best practices for marketing to Hispanics with social media as well as several case studies from brands including the NBA, Being Latino and Degree Men. Presented to the AMA on April 6, 2011.

Social Media Marketing A Perspective on the 80% of the World That Doesn't Speak English Presented by: Social Media Spanish (SMS) Presenter: Natasha Pongonis Social Media Director

Content Why Market to Hispanics? What Channels for Marketing to Hispanics? How to Market to Hispanics w/ Social Media? Case Studies Recommendations

Why Market to Hispanics - US Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion) 4 Average Household Income is $50K+ and growing Current Population of 50 Million (17%) 1 By 2050, 33% of Americans Will be Hispanic 5 1. Hispanic Cyberstudy 2010, AOL Advertising 2010, 4. 2010-2011 Hispanic Social Media Guide, Manny Ruiz, Hispanic PR Blog 5.MSNBA America in 2050

So there’s a lot of Hispanics with PP. How do we Market to them? Not just the traditional methods

Hispanics are younger and adopt online trends more quickly 46% of Online Hispanics are under 35 2 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market 4 Hispanics are twice as likely to search the internet with an iPhone compared with the general market 4 2. Hispanic Cyber study 2010, AOL Advertising 2010 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research

More Hispanics learn about brands, compare prices, and make final decision online than general market 57% of Hispanics always go to the internet to look for deals compared to 43% of the general market 2 ‣ 72% of Hispanics prefer an online product rating over a friends opinion 2 ‣ 17% of US Hispanics are Twitter Users 5 2. Hispanic Cyber study 2010, AOL Advertising 2010 5. Twitter Usage in America 2010, Edison Research,

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 Americans 54% of Hispanics regularly use Facebook compared with only 43% of white Americans An est. 17% of Twitter users are Hispanic

Marketing to Hispanics with SM Makes Sense – So how do we do it? Who are they What forums Content Who will manage Research Things Not to do

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

Nueva Latina English preferred (some Spanish) Born in U.S.; 2 nd generation Some Hispanic cultural practices; often “retro-acculturate” Bi-cultural Bi-Lingual (equal or nearly) Immigrant as child or young adult Many Hispanic cultural practices Hispano Spanish preferred (some English) Immigrant as adult, in U.S. 10+ years Pre-dominant Hispanic cultural practices Americanizado English dominant (nearly no Spanish) Born in US; 3 rd + generation Few Hispanic cultural practices Latinoamericana Spanish dominant (nearly no English) Recent immigrant as adult (less than 10 years ago) Primarily Hispanic cultural practices Identify with home country more so than U.S. Hispanics in the US This pie shows the national distribution, although the mix of segments varies by region and metropolitan area.

Geography Matters Source: America’s Latino Future, 2015 and Beyond, Geoscape, American MarketscapeDataStream

Which Forums Facebook - 10MM US Hispanic Users, est. - 600MM Worldwide Twitter - 200MM Global Users, est. Other Forums have their strengths Que Pasa - 22MM. (10% growth in October) Orkut – 100MM registered users worldwide Hi5 – 80MM registered Users MiGente and Batanga

The World map of Social Media Facebook – 600MM as a leader Ozone - 400MM active users Vkontakte – 135MM accounts Infographic byRia Novosti Facebook Press Room

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

Who manages it? Community Manager must have experience working with the Hispanic community In House Talent or Hire an Agency? Must be Consistent Resource

Case Studies NBA Being Latino Degree Men

NBA Model for Hispanic Social Media Campaign 280K+ Facebook Fans 25K Mi Pagina Friends 2K+ Twitter Followers 1K MySpace Friends

éne•bé•a (página oficial de la NBA) Why the name? Natural Spanish Search-ability

éne•bé•a (página oficial de la NBA) Engaging Content Questions to Fans Player Interviews Photo Captions Video Highlights

Being Latino 54K+ Fans Organic Growth Only English is the language here Spanglish Common Engagement with the US- born Hispanic is the goal

Being Latino Engaging Posts in English Margarito vs. Pacquiao Marco Rubio Earthquake

Degree Men Named (Siempre Enfrenta el Reto) Sponsor of the Mexico Men’s National Soccer Team Sponsor of Andres Guardado Advertising Spend at Kickoff 40K+ Fans on Facebook

Degree Men Advertising strategy Rotating ad graphics

Degree Men Engaging Content World Cup Photo Tagging Wallpaper Download Giveaway What MLS team does Rafa Marquez play for?

Recommendations Research is a crucial part of the campaign Engaging content must be delivered accurately and consistently Posting in other languages should not be straight translation Use Social Media to support any Mktg campaign Partner with agencies or hire individuals that understand Hispanic community

We look forward to your questions! Presentation is posted on the blog

References MSNBC - America in 2050 Hispanic Cyberstudy 2010, AOL Advertising 2010-2011 Hispanic Social Media Guide, Hispanic PR Blog America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape DataStream World Map Of Social Networks 2011 by Refaceme

References Personal Interviews and Webinars éne•bé•a – Saskia Sorrosa Being Latino – Lance Rios Degree Men – Wally Sabria

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Why marketing to Hispanics with Social Media works: Social Media Spanish presentation April 6 2011

2. Social Media Marketing A Perspective on the 80% of the World That Doesn't Speak English Presented by: Social Media Spanish (SMS) Presenter: Natasha Pongonis Social Media Director

3. Content Why Market to Hispanics? What Channels for Marketing to Hispanics? How to Market to Hispanics w/ Social Media? Case Studies Recommendations

4. Why Market to Hispanics - US Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion) 4 Average Household Income is $50K+ and growing Current Population of 50 Million (17%) 1 By 2050, 33% of Americans Will be Hispanic 5 1. Hispanic Cyberstudy 2010, AOL Advertising 2010, 4. 2010-2011 Hispanic Social Media Guide, Manny Ruiz, Hispanic PR Blog 5.MSNBA America in 2050

5. So there’s a lot of Hispanics with PP. How do we Market to them? Not just the traditional methods

6. Hispanics are younger and adopt online trends more quickly 46% of Online Hispanics are under 35 2 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market 4 Hispanics are twice as likely to search the internet with an iPhone compared with the general market 4 2. Hispanic Cyber study 2010, AOL Advertising 2010 4. SIMM 16 Hispanics, AfricanAmericansand AsiansMore Digital-SavvythanCaucasians, BIG Research

7. More Hispanics learn about brands, compare prices, and make final decision online than general market 57% of Hispanics always go to the internet to look for deals compared to 43% of the general market 2 ‣ 72% of Hispanics prefer an online product rating over a friends opinion 2 ‣ 17% of US Hispanics are Twitter Users 5 2. Hispanic Cyber study 2010, AOL Advertising 2010 5. Twitter Usage in America 2010, Edison Research,

8. 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 Americans 54% of Hispanics regularly use Facebook compared with only 43% of white Americans An est. 17% of Twitter users are Hispanic

9. Marketing to Hispanics with SM Makes Sense – So how do we do it? Who are they What forums Content Who will manage Research Things Not to do

10. 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

11. Nueva Latina English preferred (some Spanish) Born in U.S.; 2 nd generation Some Hispanic cultural practices; often “retro-acculturate” Bi-cultural Bi-Lingual (equal or nearly) Immigrant as child or young adult Many Hispanic cultural practices Hispano Spanish preferred (some English) Immigrant as adult, in U.S. 10+ years Pre-dominant Hispanic cultural practices Americanizado English dominant (nearly no Spanish) Born in US; 3 rd + generation Few Hispanic cultural practices Latinoamericana Spanish dominant (nearly no English) Recent immigrant as adult (less than 10 years ago) Primarily Hispanic cultural practices Identify with home country more so than U.S. Hispanics in the US This pie shows the national distribution, although the mix of segments varies by region and metropolitan area.

12. Geography Matters Source: America’s Latino Future, 2015 and Beyond, Geoscape, American MarketscapeDataStream

13. Which Forums Facebook - 10MM US Hispanic Users, est. - 600MM Worldwide Twitter - 200MM Global Users, est. Other Forums have their strengths Que Pasa - 22MM. (10% growth in October) Orkut – 100MM registered users worldwide Hi5 – 80MM registered Users MiGente and Batanga

14. The World map of Social Media Facebook – 600MM as a leader Ozone - 400MM active users Vkontakte – 135MM accounts Infographic byRia Novosti Facebook Press Room

15. 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

16. Who manages it? Community Manager must have experience working with the Hispanic community In House Talent or Hire an Agency? Must be Consistent Resource

17. 3 Things Not to do Hire arbitrarily “ Hector from accounting can run this campaign, Im pretty sure he speaks Spanish…” Posting inaccurate and outdated content Grammar is essential, accents, No Google Translate Profile set in one language & links to another different language What good does it serve the native speaker?

18. Brands Marketing to Hispanics on SM

19. Case Studies NBA Being Latino Degree Men

20. NBA Model for Hispanic Social Media Campaign 280K+ Facebook Fans 25K Mi Pagina Friends 2K+ Twitter Followers 1K MySpace Friends

21. éne•bé•a (página oficial de la NBA) Why the name? Natural Spanish Search-ability

22. éne•bé•a (página oficial de la NBA) Engaging Content Questions to Fans Player Interviews Photo Captions Video Highlights

23. Being Latino 54K+ Fans Organic Growth Only English is the language here Spanglish Common Engagement with the US- born Hispanic is the goal

24. Being Latino Engaging Posts in English Margarito vs. Pacquiao Marco Rubio Earthquake

25. Degree Men Named (Siempre Enfrenta el Reto) Sponsor of the Mexico Men’s National Soccer Team Sponsor of Andres Guardado Advertising Spend at Kickoff 40K+ Fans on Facebook

26. Degree Men Advertising strategy Rotating ad graphics

27. Degree Men Engaging Content World Cup Photo Tagging Wallpaper Download Giveaway What MLS team does Rafa Marquez play for?

28. Recommendations Research is a crucial part of the campaign Engaging content must be delivered accurately and consistently Posting in other languages should not be straight translation Use Social Media to support any Mktg campaign Partner with agencies or hire individuals that understand Hispanic community

29. We look forward to your questions! Presentation is posted on the blog

30. References MSNBC - America in 2050 Hispanic Cyberstudy 2010, AOL Advertising 2010-2011 Hispanic Social Media Guide, Hispanic PR Blog America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape DataStream World Map Of Social Networks 2011 by Refaceme

31. References Personal Interviews and Webinars éne•bé•a – Saskia Sorrosa Being Latino – Lance Rios Degree Men – Wally Sabria

Editor's Notes

Max of 2 points per slide and use a graphic. As we see, Marketing to Hispanics makes sense.
Eric Starts
Radian 6 and Crimson Hex logos
Content is Key
Make sure current and relevant. Not just exact translation.

Why marketing to Hispanics with Social Media works: Social Media Spanish presentation April 6 2011

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