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Harnessing the Power of Facebook: A QSR Empirical Case Study Dr. Jake Beniflah, Executive Director, Center for Multicultural Science David Shanker, CEO The Americas, Lightspeed GMI A Presentation for Engage:Hispanics Conference - NYC - 9/17/15 Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Page 1: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

Harnessing the Power of Facebook: A QSR Empirical Case Study

Dr. Jake Beniflah, Executive Director, Center for Multicultural Science David Shanker, CEO The Americas, Lightspeed GMI

A Presentation for Engage:Hispanics Conference - NYC - 9/17/15

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 2: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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How to Win with Hispanics on Facebook

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 3: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Latinos are One of Largest Audiences Across Digital Platforms

Nielsen Mobile Net Views, July 2014

28.626.5

24.3

21.2

14.613.5

8.16.6

.67

Audience/Users (Monthly) into the Millions

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 4: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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One of Largest Audiences Across Digital and TV Platforms

TV Nets Nielsen Q2 2014 Live +7 (Monthly Reach); FB data is from FB internal user data (September 2014)

10

20

30

40

Univision Telemundo Facebook UniMas Galavision Azteca Estrella TV Discovery Mundo Fox

8.69.39.610.5

14.8

2626.727.9

32.7

Audience/Users (Monthly) into the Millions

22.1 Million DAU (82%)

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 5: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top Social Media Platforms Across Key Hispanic Segments

comScore MyMetrix, March 2015Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 6: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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More than Half of the Facebook Hispanic Audience Speaks English

Facebook data is from Facebook internal user data (August 2015)

English Dominant

Bilingual

Spanish Dominant

Spanish DominantBilingualEnglish Dominant

8.4 million

13.4 million7.2 million

29 Million +

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 7: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Effectiveness by Type of Ad on Facebook

Source: “Digital Diversity” by Ipsos Media CT (study commissioned by Facebook) May–August, 2014 Note: Weighted based on US Census population estimates QA3. Thinking about the different ways that brands/products advertise on Facebook, please tell us how effective each of the following is in getting your attention and driving interest

Total Population

Hispanics

English Dominant

Bilingual

Spanish Dominant

0.5 1 1.5 2

55%

52%

31%

46%

40%

66%

63%

41%

56%

47%

73%

70%

59%

67%

62%

Ads that are recommended to you by family/friendsVideo advertising/CommercialsAds on the right hand side of your screen

Page 8: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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US Latino Audience is Highly Mobile

60% Mobile Only

36% Use Both

4% PC Only

Facebook data is from Facebook internal user data (August 2015)Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 9: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

9Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 10: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Are Hispanics and Gen Pop Consumers Interested in Similar or Different Topics on Facebook?

How Can (QSRs) Target Hispanics Effectivelyon Facebook?

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 11: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Methodology

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Page 12: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top Ten Interests of Gen Pop QSR Facebook Fans

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

Page 13: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top Categories - Gen Pop vs Hispanic - by QSR

Gen Pop

Hispanic

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

Page 14: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top 10 Sports/Athletes across QSR Fans

Gen Pop

Hispanic

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

Page 15: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top 10 Music Pages - Gen Pop vs Hispanic - across QSR Fans

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

Page 16: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Top 10 Actor/Entertainment Pages for Hispanic Fans - across QSR

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI Staples, E. and Fowler, T. (2015), Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis. Journal of Cultural Marketing Strategy, 1 (1), p 54-63 . Henry Stewart Publications, Inc.

Page 17: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

17Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI

Leverage similarities and differences on Facebook

Target Hispanics with cultural relevance

Do it with strategy and measurement tools

Page 18: David Shanker and Dr. Jake Beniflah - Harnessing the Power of Facebook: A QSR Empirical Case Study

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Dr Jake Beniflah Executive Director, [email protected]

David Shanker CEO The Americas, Lightspeed [email protected]

Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI