WHO ARE THE TOP LATINO CELEBRITIES ON SOCIAL MEDIA?

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

Latino celebrities are dominating the social media space one tweet and status update at a time. According to Forbes, Latino celebrities have a total of 600 million followers on Twitter and Facebook combined.

Shakira:50 million Facebookfans16 million Twitter followers

photo source: justjared.buzznet.com

 

As we previously reported, Shakira recently hit a record of over 50 million fans on Facebook, and there are plenty of other Latino celebrities that are following the social media trend including, Jennifer Lopez, Jessica Alba, and Juanes.

Jennifer Lopez:
12 million Facebook fans
7 million Twitter followers
photo source: Getty Images

The report states that the large virtual fan base is another testament of our power as a rapidly growing demographic with an estimated $1 trillion dollar market power. “With the celebrities adding at least ten thousand new followers each  day, the power of Latinos in social media is vast and expanding,” said Juan Proaño, the President and Co-Founder of the social media and technology firm, Plus Three.

To find out the Top 10 who are followed in Social Media click here. (FYI they are not in order)

Read More: Latina Magazine

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

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DO HISPANICS SPEND THE MOST ON SMARTPHONES AND TABLETS: FIND OUT ABOUT THE BILLIONS OF DOLLARS LATINOS ARE SPENDING IN 2012

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

Hispanics are early technology adopters, with high spending expected on devices and content

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.

Smartphone penetration was 51.5% among the survey group, which was comprised almost entirely of mobile owners (just 6.1% said they had no mobile phone). This is slightly higher than eMarketer’s estimated 46.9% smartphone penetration for Hispanic mobile users as of the end of 2011. Also, 19% of those polled owned tablets, higher than eMarketer’s estimate of 12.6% for the same period. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines.

Mobile Devices Owned by US Hispanic Consumers, Dec 2011 (% of respondents)

Smartphones were at the top of the list of new mobile devices respondents said they planned to buy over the next six months, at 24%. Another 18% said they planned to purchase a tablet. Top activities performed on a tablet included gaming, search and email. Games were also the leading category of mobile app purchased by Hispanics; according to the poll, nearly half of respondents had bought a mobile gaming app.

Social networking, the fourth leading tablet activity among Hispanics, was the No. 2 online activity overall for the group, and Facebook was the favorite destination.

Social Networks Used by US Hispanic Consumers, Dec 2011 (% of respondents)

Twitter was a distant second at 29%, followed by Myspace at 23%. Hispanics are more active on social media than US internet users overall, suggesting there is plenty of potential for marketers to target them on social networks.

Read more: EMarketer

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

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

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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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LIGHTS, CAMERA, ACTION: CALLING FOR “LIGHT SKINNED HISPANICS”

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

Casting call asking for "Caucasian or light skinned Hispanic" extras in New Mexico's tourism campaignCasting call asking for “Caucasian or light skinned Hispanic” extras in New Mexico’s tourism campaign. (On Location Casting, Facebook Inc. / March 23, 2012)
New Mexico was planning to celebrate its statehood centennial by inviting tourists to come experience the state’s rich culture, take in its extraordinary views and have epic outdoor adventures.

But the Land of Enchantment‘s promotion hit a snag, raising questions about who exactly is being represented in the celebration — and reviving  historical insecurities.

It all started when the New Mexico Department of Tourism began planning  a $2-million marketing campaign to attract outsiders to the state, which  had observed its statehood centennial Jan. 6.

The department had learned that the state ranked 38th in a poll ranking tourists’ preferred destinations — and wanted to do something about that.

“We really want to move that needle up,” said Veronica Valencia, director of marketing and communications for the department.

Focus groups in Chicago and Los Angeles assessed the public’s perception of New Mexico, and “the feedback was that it was a dry, barren wasteland with nothing to do,” Valencia said. “So [the state] set on a course to change this misconception.”

Austin, Texas-based marketing agency Vendor Inc. was hired in January to handle the campaign, titled “Adventures Steeped in Rich Culture.” The agency soon contracted with On Location Casting to assign roles in the ad, which was to be filmed in March.

Soon a casting call went out on Facebook seeking “Caucasian or light-skinned Hispanic” people.

The specificity of that call has caused quite a stir, prompting a critical editorial last week in the Santa Fe New Mexican and an even harsher reaction from the state’s Democratic Party chairman.

“Hearing that term brings to mind a vision of casting agents holding up paper bags next to people’s faces to ensure they can pass,” the New Mexican wrote. “We don’t know, of course, who made it into the shoot and how New Mexico will be presented to the world once the campaign is unveiled. But really, light-skinned only? What were they thinking?”

The request seemed ironically appropriate to at least one historian, who noted the territory’s long-ago efforts to attract more light-skinned residents.

“New Mexico’s population in the 1900 census was 70% Nuevomexicanos [today called Hispanic] and 7% American Indian. In the quest for statehood, each group followed many of their traditions in language, dress, religion… all of which alarmed a few hardcore opponents of statehood in the U.S. Congress,” David Holtby, a research scholar of regional studies at the University of New Mexico, wrote in an email to The Times.

Perhaps New Mexico could have been celebrating more than 100 years of statehood by now if it could have proved to Congress that a significant percentage of light-skinned people inhabited the area at the time.

Holtby added: “Now we have the newest ‘tourism message’ being revised to ‘lighten’ the color of people. This can be seen as an example of a throw-back to racial bias of a century ago.”

The hubbub, however, is all an unfortunate misconception, Valencia said.

“We were casting for the role of ‘tourist,’ ” she said. “It was never our intention to make any of this about race. It was more to focus on the experiences and adventures that someone could have in New Mexico rather than the background of the people having them.”

Valencia said the concept for the shoot came from a collaborative effort between the state, Vendor Inc. and On Location Casting, but the specific wording for the casting call was developed by people in the industry, she said.

Tina Kerr, a casting director for On Location Casting, said the request was filed by Vendor Inc. That company didn’t respond to repeated attempts for comment.

“We believe that people from all backgrounds visit New Mexico and it is not a place for any one type of visitor,” Valencia said.

The first ads will be launched April 16 in regional markets near New Mexico, and the state is developing more spots.

This time, Valencia said, industry standards will be shunned when casting the next adventurer.

Read More: LA TIMES

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