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DO HISPANICS USE SOCIAL MEDIA THE MOST: HOW SPORTS TEAMS CAN BENEFIT FROM MARKETING TO LATINOS

April 28, 2012 by Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Social Media is about engaging with your audience. If you can find new audiences, you can expand your reach. Sports teams and leagues have mostly focused on growing the audience they already have and know – their traditional fans. Another way is to identify and connect with new segments of your fan base.
Hispanics represent a major opportunity for sports teams and leagues. Why? Compared to the general population, Hispanics use social media more and they are more avid sports fans. That’s a pretty potent combination. Some baseball teams, such as the Boston Red Sox, have started Spanish-languageTwitter accounts to reach their Spanish-speaking fans. It’s a good first move, but there is much more that can be done to reach this sizable population.

Hispanics and sports are strong partners. Three of the top seven Spanish-language cable channels are sports stations (Fox Deportes, ESPN Deportes and Gol TV). When it comes to sports interests, more than 90% of Hispanics are sports fans, compared to less than 80% of the total population, according to the San Jose Group marketing agency.

In August of 2011, there were 8.1 million Hispanics on Twitter

When it comes to social media, Hispanics are heavy users. On Twitter, Hispanics are prolific users. According to a Pew Research Center survey, 18% of Hispanics use Twitter, compared to 8% of the general population. The dominance extends beyond Twitter, according to a uSamp survey in 2011 of online users (according to the MediaPost’s The Social Graph blog): 90% of Hispanic respondents are on Facebook, compared to 81% of the general online population; 57% of Hispanics use YouTube, compared to 46% of non-Hispanics; and 47% Hispanics say they use Google+ compared to just 18% for the general population.

Nielsen says that Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. They’re also heavy phone users in general, sending and receiving some 941 SMS text messages per month – more than any other ethnic group. And they make 13 calls per day on their mobiles, which is 40% more than the average U.S. consumer.

The group is also increasing its access to social networking services and blogs. In February, visits were up 14% to sites like Facebook and WordPress.com, for example. In February, 16.7 million unique U.S. Hispanics visitors headed over to Facebook, which is up 8% year-over-year. Visits to Blogger (+10% YOY), Twitter (+32% YOY), LinkedIn (+52% YOY), WordPress (+27% YOY), and Tumblr (+85% YOY) were up, as well. (See above chart).
They often have a blog of their own, too – Hispanics are 17% more likely than the average consumer to build or update a personal blog, Nielsen found.

In the sports world, some are starting to put these numbers together and going after this large, new market. The NBA is at the forefront. The league has launched a whole Spanish-language platform, called éne-bé-a (the phonetic pronunciation of NBA in Spanish). The platform, which has a Facebook page and Twitter account, also launched its own campaign. The campaign, called Emoción (emotion), leveraged their social media channels to keep fans engaged during the lockout.

This was very smart being that Neilsen reported:

Hispanics are 25% more likely to follow a brand, 18% more likely to follow a celebrity, 21% more likely to post links, articles, videos and website, and 7% more likely to have one or more social networking profiles.

NBA TV played classic games during the work stoppage, and the Emoción campaign turned that into a positive. As the Social Media Spanish blog said, the campaign “engaged fans online through social media as a reminder of why they loved the game to begin with. This worked to remind their audience ‘de los buenos tiempos’ (the good ol’ times) and of the greatness of the game, then and now.”
The NBA did the smart thing and grew their Spanish-language social media accounts organically and cross-promoted their Spanish-language platforms to their English-speaking Hispanic fans. From the Social Media Spanish blog: “ ‘One strategy we’re currently focusing on is heavily cross promoting our éne-bé-a pages with our general market [English-language] pages,’ said Saskia Sorrosa, the NBA’s Vice President of Multicultural Marketing.

“Sorrosa explained that 12 percent of the NBA’s (English-language) Facebook and Twitter followers – more than 11 million likes and 3.8 million followers, respectively – are Hispanic. Cross promoting allows the team to push culturally relevant content among bicultural, bilingual fans across the NBA, and drive them back to éne-bé-a social media assets for customized engagement.”

It’s a very smart move because not all Hispanics prefer to consume content in Spanish. And while Spanish-language social media channels helps engage non-traditional fans, it is important to not employ a one-size-fits-all, or a one-language-fits-all approach. As Major League Baseball, which does so many things well in the social media space, continues to pursue Hispanic fans, it can steal a sign or two from the NBA.

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DOES KRAFT FOODS ENGAGE WITH HISPANICS: THEIR COMIDA KRAFT FACEBOOK IS UP TO 90,000 FANS

April 10, 2012 by 2 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

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Comida Kraft, an 11-year-old online initiative aimed at Latina moms, has become increasingly centered on social marketing in recent years. Facebook‘s Timeline for brands has only added to that focus, said Tania Cameron, associate director of CRM for Kraft Foods. She said Timeline’s historical nature creates an opportunity for her team to better tackle the sub-cultural issues of marketing to U.S. Latinos from numerous countries of origin.


On Comida Kraft’s Timeline, for instance, her team highlights when the U.S. officially recognized Cinco de Mayo as a holiday. In 2006, President George W. Bush proclaimed an observance of the day, which commemorates Mexico’s 19th century military victory over France. Another Comida Kraft post heralds how immigrants brought shaved ice treats to the U.S. in 1926 from Puerto Rico and Peru.

With Timeline, Cameron explained, “We took the approach to be interesting and give our viewers a little bit of education. It’s a way to celebrate who are here in the United States.”

Facebook Audience Gets 4X Lift In One Year

Comida Kraft’s Facebook page quickly gathered 3,000 fans/likes after launching two years ago, but has since grown to 90,000, jumping more than 4X in the last year, according to the Northfield, IL-based brand. Consistent with the larger initiative, the page is aimed at Latina moms.

When asked how Kraft Comida’s audience compares to other Spanish-language Facebook brand pages, Andy Hasselwander, VP of projects and research at Hispanic-focused agency Latinum Network, said, “It’s pretty big.” Comida Kraft’s social media team typically authors one Facebook post a day, including coupons, recipes, timely food-oriented questions, and other conversational messages.

“Hispanics are very engaged [on Facebook],” Cameron said. “Social channels provide them a chance to create their own content.”But according to new research from Latinum, out of 200 brands, roughly 17 percent address Spanish speakers on Facebook. Eighty-three percent of the Facebook pages are English-only, Hasselwander said, while 14 percent included a Spanish language option. And approximately 3 percent were dually English and Spanish, he said. Bethesda, MD-based Latinum plans to release its full findings in the coming days.

Hasselwander said marketing to Hispanics by language can be tricky. “When you are talking about acculturated Millennials, for instance, they are going to speak both Spanish and English,” he said.

Comida Kraft Mobile Grows “Exponentially”

With the help of digital agency 360i, Cameron’s team has created a hub-and-spoke online marketing model for the brand. Facebook, mobile, Latina mommy blogs, and email feed into ComidaKraft.com, she explained. All told, Cameron said, the Spanish-language initiative has an online audience of 1 million consumers.

Mobile, the marketing director added, “has grown exponentially. Hispanics are getting into mobile very rapidly. And we have grown with that.”

360i Report: Target Hispanics By Subset

Meanwhile, 360i is about to release a report that, among many key points, addresses Comida Kraft’s challenge in terms of marketing to U.S. Latino subsets. Latinos have varying levels of acculturation, psychographics, and English proficiency, the report says. 360i says it’s important to determine what subset marketers want to target before tailoring a campaign.

comidakraft.com

Another key takeaway: Too many brands are not optimizing their Spanish-language web pages for SEO. 360i recommends marketers optimize not only for keywords in Spanish, but also commonly misspelled in English by Spanish speakers.

Read More: CLICK Z

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God Bless and make it a fabulous day!

powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

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NIELSEN RATINGS’ DORA NUNEZ RECEIVES MUJERES DESCATADA AWARD FOR ONGOING SUPPORT IN THE LATINO COMMUNITY

April 9, 2012 by 3 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Teresa Samaniego from KABC7, Dora Carias, Dora Nunez Mujeres Descatada 2012 Award Winner, Corina Villaraigosa from the Montebello School District

“My professional and personal objective is to inform, support, and motivate people to progress, to be successful with perseverance and by being loyal to their values and culture. This award pushes me to continue my passion of outreach to multicultural communities.  It serves as a reminder that closing the digital divide remains a top priority.” -Dora Nunez, Public Affairs Manager Nielsen

La Opinión – ImpreMedia 

Dora Nuñez, manager of public affairs for Nielsen, received the Mujeres Destacadas Award in the category of Business and Technology. impreMedia, the leading Hispanic news and information company, continued tradition of honoring remarkable Latinas in its signature editorial series and awards luncheon, Mujeres Destacadas/Exceptional Women. La Opinión, one of impreMedia’s leading publications, created the award in 2007, as part of its goal to recognize and celebrate the diverse accomplishments and contributions of Latinas in Los Angeles and surrounding communities. In celebration of International Women’s History Month, 30 remarkable Southern California Latina women who are making outstanding contributions in the fields of Health, Leadership, Education, Business/Technology and Arts and Culture were honored at a luncheon at The Millennium Biltmore Hotel.

ImpreMedia is the number one Hispanic news and information company in the U.S. in online and print. Its leading publications include La Opinión in Los Angeles and El Diario and La Prensa in New York. The Chief Executive officer of impreMedia is Mónica Lozano.  She is also the chair of the National Council of La Raza (NCLR). She is one of the most prominent Latinas in the Nation.

Mujeres Destacadas/Exceptional Women Awards 2012

ImpreMedia honors Latina women in the month of March his national celebration is comprised of their respected brands in 4 local markets to validate these extraordinary women (in New York, Los Angeles, Orlando, and Chicago). In Los Angeles, La Opinión presented their Annual Mujeres Destacadas/Exceptional Women’s Awards on Tuesday, March 27, 2012, 11:30 a.m. – 1:30 p.m. PST at The Millennium Biltmore Hotel, 506 S. Grand Avenue, LA, CA 90071 in Celebration of the extraordinary women who are making a difference in our communities”

Receiving the award Dora Nunez

Nielsen: Why were they there?

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

With Keynote Speaker - Media mogul Nelly Galan and Dora Nunez

Nielsen continues to focus on building awareness about the company to the Latino community. In the past, Nielsen has participated in the Los Angeles and New York events.  This would be Nielsen’s fifth year participating with La Opinión in Los Angeles.  In previous years Nielsen’s Senior Vice President of Public Affairs, Mónica Gil was honored in 2010 in the category of Business and Technology and this year Dora Nuñez receiving the same award. The Business/Technology Award is given to women who have played a significant role in the economic development or technological advancement for the Latino community.

Rosemary Portillo (l), public affairs event manager, gives a Homescan and Local People Meter (LPM) demonstrations.

This year approximately 400 people were in attendance and Nielsen was represented on stage by Event Manager Rosemery Portillo who shared some fun fact on Latinos and Latinas.  She also presented the Leadership category.

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HAS AMAZON LAUNCHED A SPANISH LANGUAGE E-BOOK STORE?

April 5, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Amazon.com, hoping to capitalize on the growing power of Latino spending, has launched its first Spanish-language e-book store.

Tienda Kindle (eBooks Kindle en Español) offers over 30,000 titles, including longtime classics like Paulo Coelho’s “El Alquimista (The Alchemist)” and Gabriel García Márquez’s “Cien años de soledad (100 Years of Solitude).”

Analysts say the move shows how more and more companies are beginning to understand how Latinos are a growing force in the digital world. They are also realizing that Latin America is not a place to ignore.

“Publishers recognize that globally, Spanish is a primary language,” said Seneca Mudd, director of Interactive Advertising Bureau’s Multicultural Council and an expert in digital marketing. “These moves represent the magnitude of the Americas as a hemispheric marketplace.”

A recent study by Pew shows that 21 percent of adults have read e-books in the past year, and that number keeps ticking upward. In a three month period, between December 2011 to February 2012, it increased by three percent.

And Latinos are not lagging behind. A study by Zpryme Research and Consulting shows 19 percent of the people they surveyed would buy smartphones, with about 29 percent of first-generation Latinos saying they would buy tablets.

“It’s absolutely a growing market,” said Ariel Coro, a leading technology expert and founder of TuTecnologia, said about Latinos gravitating toward e-books. “When you look at a company like Amazon, they don’t make a move like this without doing extensive market research and analytics.”

But some say while it’s admirable that Amazon is realizing the influence of Latino consumers, tablets and e-books are still too cost-prohibitive to most Hispanics.

“El Salto,” was released a few months ago by Vintage Spanish, a division of Random House, and is about emerging technologies in modern society, sold just as well in e-book format as it did in paper format, he said.

“One of the challenges people have is that they don’t always have access to the books they want to read and have trouble finding them in stores,” Coro said. “This makes all the books available in one digital store.” Kindle en Español offers popular, and even lesser known, titles by Hispanic authors in Latin America and the United States. It also offers customer service in Spanish.

“We expect our Spanish-speaking customers to enjoy both the newly-added books in Spanish, and the improved shopping and reading experience—including dedicated customer service in Spanish—that we’ve added to e-books Kindle en Español,” Russ Grandinetti, vice president of Kindle Content, said in a statement. “And we’re looking forward to continued expansion of our store for Spanish-language readers around the world.”

Read more: FOX NEWS LATINO

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Filed Under: LATINO MARKETING

HOW DO HISPANIC AMERICANS IDENTIFY THEMSELVES?

April 5, 2012 by 4 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Just over half of Americans of Spanish-speaking origin have no preference between the terms “Hispanic” and “Latino,” according to new data from the Pew Hispanic Center. Of those with a preference, 33 percent preferred “Hispanic,” versus the 14 percent who said “Latino” better describes them.

How Hispanic-Americans identify themselves is only one aspect of the detailed picture provided by the Pew study released Wednesday. The Pew Center asked a sampling of the 50 million Latinos around the country questions about culture, social attitudes and life in the U.S.

The survey began with a simple question: “What do you call yourself?”

When it comes to identity, Mark Hugo Lopez, associate director of the Pew Hispanic Center, says it’s not the name that counts, but where you’re from.

“More than half of Hispanics overall say it’s the name of the country of origin of their families or their ancestors — names like Mexican, Dominican or Cuban, for example,” Lopez says, that matters most.

And that association with country of origin is highest among immigrant Hispanics.

But whether respondents were first-generation immigrants or third-generation descendants of immigrants, there was agreement on one thing: the importance of language.

“We found that virtually all Hispanics think that U.S. Hispanic immigrant adults should learn English,” Lopez says.

But researchers “also found that when we asked Hispanics about the importance of Spanish, virtually all of them say it’s important that future generations speak Spanish.”

In other words, English fluency should not come at the expense of that important cultural link to their country of origin.

Marketing expert Laura Martinez writes and blogs about Hispanic consumer interests. She says one of the biggest misconceptions among marketers involves language.

“Still, a lot of people think all Hispanics speak Spanish, or all Hispanics speak Spanish only,” Martinez says.

In an effort to reach out to that population, that assumption has led many companies to make marketing missteps, Martinez says — like the very popular “Yo quiero Taco Bell” ads, featuring a hungry Chihuahua.

To Taco Bell’s credit, Martinez says, the fast-food chain’s marketing philosophy has evolved. The current campaign is offering everyone “mas for their money” — more for their money.

The blending of cultures is a strong theme throughout the Pew study results. Lopez points to data that younger Hispanics are marrying outside their ethnicity at rates higher than the general population.

“We’re seeing, in many respects, Hispanics who are newlyweds marrying someone who is not Hispanic,” Lopez says. “And that Hispanics and Asian-Americans are the ones most likely to do that, compared to any other group.”

photo source: 30minute.weebly.com

More than 80 percent of Hispanics interviewed said they’d have no problem if their children married someone from a different heritage, whether or not that person was Hispanic.

That openness to other cultures is also reflected in popular culture, as in ABC’s Modern Family. In the sitcom, a Colombian-born character, portrayed by actress Sofia Vegara, is married to non-Hispanic Ed O’Neill. The cross-cultural lines often become tangled as the two interact on screen.

In the end, says Martinez, it’s all about inclusion. She says marketers like Nike and Apple are successful because they don’t lean on ethnicity, but rather show a mosaic of races and ethnicities using their products.

Businesses that don’t figure out how to approach Hispanics correctly may find that’s an expensive mistake, Martinez says.

“Think about it,” she says. “We’re talking about a population of 50 million people. This is a market that’s growing. They’re buying cars, they’re getting mortgages, they’re sending their kids to school,” she says.

And they’re doing it with companies and services that understand their myriad interests and cultures.

READ MORE: NPR

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powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

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