EVHCC Presentation - June 6, 2012

Hispanic Online Listening Insights

Case Study: Super Bowl XLVI

Tools for online listening

Hispanic Online Listening Insights

Case Study: Super Bowl XLVI

Name preference among Hispanics for Chevrolet vs. Chevy

#evhcc

Hispanic Online Listening Insights

Case Study: Super Bowl XLVI

Which food commercial got

the most hype?

Top brands use free and

paid software to listen to

what Hispanics say online

and via social media about

their products and brands.

2. Hispanic Online Listening Insights

Return on Relationship

Social Media ROI

• Customers appreciate being listened to – and talking back

• Better customer service

• Hispanic fans become brand ambassadors

• Long-term consumer versus one-time buyer

• Fan input on new products, services before launch

Source: Strategic Sense

Hispanic Stats

65% of Hispanics use mobile

to access the internet.

What does Social Media Cost?

$2,000 - $5,000 is average range

• Daily postings relevant to the audience

• Daily listening and response with fans

#evhcc

Social Media ROI

• $1,000 in does not equal $2,000 out

• Social Media is not a short term solution

• Looking for quick return, probably better off investing elsewhere

Hispanic Social Trends

Hispanics are heavy users

of social as well

Hispanic Stats

Social Media ROI

- Hispanics are heavy users of mobile.

• 941 text messages per month (leads all groups)
• 13 calls per day (40% over general market)

#evhcc

Listen and apply learnings from social media to every department.

#evhcc

Source: Nielsen

Internal or External resources

for Social Media?

• External is more cost effective to a point

• Hector from Accounting should not do Social!

Social Media ROI

Social Media is the vehicle, not the destination.

Social Media ROI

Whether a billboard or a Facebook page,

Impressions are Impressions.

Marketing to Hispanics through Social Media: Prosperous Partnership or Resources Rathole?

Hispanic Stats

- Hispanics are brand-friendly, 25% more likely to follow a brand than the general market.

Source: Nielsen

presented by:

Eric Diaz - DK Web Consulting

Ruben Hernandez - FACIL Marketing

Social Media ROI

Social Media builds your

brand's reputation.

Hispanic Stats

- Hispanics 17% more likely than the general market to have a personal blog.

13.5 Million US

Hispanics on Facebook.

13.5 Million

Source: Nielsen

Source: Social Media Spanish

Hispanic Stats

- Hispanics 68% more likely than the general market to watch videos online.

Fans Appreciating the Castrol Brand

Source: Nielsen

1. Social Media Campaigns

Questions

Use your Twitter account

to post any questions using:

Source: Social Media Spanish

#evhcc

8.1 Million Hispanics

on Twitter

presentation available at: www.facebook.com/dkwebconsulting

Questions?

#evhcc

presented by:

Eric Diaz - DK Web Consulting

diaz@dkwebconsulting.com

Ruben Hernandez - FACIL Marketing

hernandez@dkwebconsulting.com

Source: Social Media Spanish

Outline

• Hispanic digital usage trends and statistics

• Top 5 Tactics marketers use to connect with Digital Latinos

• Social Media ROI

New York, NY

Phoenix, AZ

Columbus, OH

Miami, FL

Case Studies

Source: Pew Research

Source: Social Media Spanish

National Influenza Vaccination week 2011 Blog Campaign

Featured Clients

FACIL Leaders

DK/SMS Leaders

Ruben Hernandez

Eric Diaz (Principal)

Nastasha Pongonis

(Social Media Director)

RUBEN HERNANDEZ is an award-winning writer, editor, and media consultant with DK Web Consulting. He began his journalism career with New Times Weekly in Phoenix as a staff writer. He worked for a decade covering the Border and Mexico for Gannett Newspapers, as an assistant city editor/investigative reporter for the Naples Daily News (Scripps Howard) in south Florida, as a writer for the Phoenix Business Journal in Phoenix, and until February 2009, as editor of Latino Perspectives magazine in Phoenix. He has written many freelance articles and columns for magazines, and founded several magazines and weekly newspapers. Hernandez also has extensive experience in the marketing/PR field/broadcasting fields, having been a PR director or consultant for several social-service agencies; as well as an agency senior account executive; an agency vice president for multicultural markets; and a co-founder of agencies in Phoenix.

His experience includes media production, General and Latino Market PR, and magazine operations. He has coordinated copy and content for press releases, PSAs, advertising, newsletters, video, TV, radio, and Website projects. Additional experience includes developing engaging content for social media strategies. His clients have included the Phoenix Police Department, One Arizona Latino Voter Registration campaign, Turf Paradise horse-racing venue, Arizona State University School of Music, and New York Life Insurance Company.

Natasha is a social media and business communication expert with extensive international marketing experience. Being fluent in four languages - English, Spanish, French & Italian – enables her to reach our and connect with a diverse digital audience across the globe. A native of Argentina, she has worked with companies in Europe, North and South America developing a strong sense of understanding companies’ needs.

Natasha completed her Architectural degree at the Catholic University of Argentina and her thesis studies at the University of Venice, Italy. Now, settled in the beautiful city of Columbus, her time outside the office is mostly spent with her lovely family. However, she does continue to hunt for a good excuse to get back on her high heels while refusing to become a stereotypical mini-van-mom.

Eric leads the Social Media Spanish team by focusing on the needs of the client in order to deliver the best long-term solution through his creative team. He credits his years working across continents for the corporate giant Staples, Inc. as the guiding path to his strong project management ability. To stay on top of the newest trends in bilingual social media marketing Eric participates in online conversations, researches best practices and industry trends, and discusses the newest wrinkles in social media programming & development.

A veteran of several office environments, Eric enjoys the fact that he can finally justify spending his day on Facebook. Eric holds an MBA from Northeastern University in Boston and obtained a business degree in Marketing from Fisher college at The Ohio State University.

Social Media Applications

and Page Customization

New Facebook Timeline Feature

Several examples of Hispanic social media campaigns

4. Blog Strategies

Brands and organizations are able to broadcast their message, event, or brand name effectively to the Hispanic community through a network of Latino bloggers that communicate daily with this audience.

Case Study: Maseca uses a team of bloggers to communicate with a larger Hispanic audience

Case Study

CDC Daily Social Media

1. Social Media Campaigns

#evhcc

Case Study: Social Media engagement using Facebook

Facebook Promotion

• Twitter Contest Awareness

Facebook

4. Blog Strategies

Benefits of a blog strategy include:

• Amplified reach

• Reputation building

• SEO

Case Study

CDC Daily Social Media

Estrellas de la Salud Custom Tab

Brands attract and engage the Hispanic market through social media including Facebook and Twitter.

1. Social Media Campaigns

#evhcc

Top 5 Tactics marketers use to connect with Digital Latinos.

5. Culturally Targeted Web Design

Culturally relevant does not mean Spanish necessarily

Case Study: Orgullosa Website, by P&G

acido folico

5. Culturally Targeted Web Design

Adapting a website to target Hispanics is becoming more common.

#evhcc

Twitter Promoted Tweet

Twitter Promoted Account

#evhcc

5. Culturally Targeted Web Design

Sometimes only a Spanish landing page is needed

Facebook Ad

Linkedin Ad

Google Ad

Case Study: AAA Arizona

Many brands and organizations are utilizing paid digital ads to quickly reach their goals of impressions and new fans.

Case Study: With the help of ads, the CDC Hispanic campaign has grown to 18K Facebook fans and 24K Twitter followers.

Example Ads

3. Digital Advertising