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There are 50.5 million Latinos in the US today and that number is rapidly growing. Latino social media and mobile usage surpass the usage of Caucasians, African-American, and Asians. They are technologically and social media savvy, and most importantly, they are big spenders in this category. This presentation discusses the growth of Latinos as a population in the US and the trends in their adoption of social media and mobile technologies.
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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
#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
Blogs
YouTube
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