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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
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How to Win with Hispanics on Facebook
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
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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
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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)
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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
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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
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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
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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
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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
9Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
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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
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Methodology
Copyright (c) 2015 The Center for Multicultural Science and Lightspeed GMI
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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.
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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.
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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.
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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.
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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.
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
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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
