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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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WHO IS MIKE OQUENDO: MEET THE PUERTO RICAN FROM CHICAGO BEHIND MIKEY O COMEDY PRODUCTIONS

April 14, 2012 by 1 Comment

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

“If we want to compete at another level, then we have to behave at that other level.”

Mike Oquendo photo source: Mikey O Comedy Productions

“Chicago is an awesome place for standup, it’s an awesome place for comedy. The audiences here are amazing,” said Mike Oquendo, the man behind Mikey O Comedy Productions. The son of Puerto Rican parents and Chicago native, Oquendo has managed to maintain a solid comedic reputation for 10 years, has given back to the community and has made people of all different backgrounds laugh.

For the last five years, Oquendo’s production company has done no less than 80 shows in a year. Last year, they finished off with 114 shows. Catering to a predominantly Latino audience, Oquendo said that when he first began hosting these comedy nights, there was a thirst for it. “When people heard ‘Latino comedy’ they said, ‘What’s that?’ When people come to a show, I ask how many people have been to a comedy show. About half of them raise their hands,” he explained. Oquendo owes his comedic passion to the Freddie Prinze comedy album.

“I remember being fascinated by the fact that this guy was a Puerto Rican comedian and there was an album out in which this guy was telling the Puerto Rican story,” he said. “There was a part of me that learned at that moment that that was ok; that talking about that experience was nothing to be ashamed about.”

From high school he enlisted in the U.S. Army where he was a medic. Oquendo used his experience and worked in hospitals in Chicago. Eventually, he went on to become a dispatcher for the Chicago Fire Department getting jobs where he could, with comedy in the back of his head.

grant Jose “Pepe” Vargas, director of the Chicago Latino Film Festival. (EFE)
FOX NEWS LATINO

It was Pepe Vargas, executive director of the International Latino Cultural Center, who Oquendo says, gave him his big break and first real job with being a member of the gala production team. After, he went on to work at museums and eventually the Adler Planetarium where he was in charge of special events, still having an incredible passion for comedy.

Mike Oquendo photo source: Mikey O Comedy Productions

“Taking that combination for production experience and my love for comedy gave birth to what I do today,” he explained. “I’ve done every single job in this business: I’ve been the box office guy, I’ve been the coat check, I’ve been the janitor, I’ve been the guy that delivers the sound equipment, I’ve been the host, I’ve been the usher. I wanted to be in it so badly, that I took any job to be in the mix.”


Fourteen years later, Oquendo has left a lasting impression on the community he decided to stick to. Dedicating funds to particular charities and organizations that support the arts, among others, Oquendo says that his team raised just under $90,000 in 2011, 70 percent of that, arts related. Inclusive of production, Oquendo says his biggest job is motivating his comedians to be professional and authentic in their performances. Taking experiences from his youth to create standards and upholding them, Oquendo believes that if he demands more, the performers will deliver at a higher quality.

Read More: Extra News

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Filed Under: FEATURED ENTERTAINMENT, LATINO ENTERTAINMENT Tagged With: , , , , , , , , ,

DOES HISPANIC EDUCATION HAVE A STRONG IMPACT ON ECONOMIC DEVELOPMENT?

April 14, 2012 by 1 Comment

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

photo source: Fox News Latino

The level of Hispanic education, skills and capabilities will have a strong impact on the economic development and competitiveness of the U.S. The level of education among the Hispanic community is not only a social issue but is also a vital economic concern.

There are currently 50 million Hispanics living in the United States, a figure that represents 16 percent of the country’s total population. Hispanic children between five and 17 years of age often face educational challenges, usually scoring lower than the average student in annual reading and mathematics standardized tests. In this context, there are three main aspects to consider in the debate on educational public policy for Hispanics: the increase in their school enrollment rates in the last decade, their low level of educational attainment and the educational gap between whites and Hispanics in the U.S.

Credit: © 2007 JupiterImages Corporation

Compared to other ethnic groups in the country, Hispanics lend a higher degree of importance to education, according to a 2009 Pew Research Center study. This fact, in addition to the effect of public policies and the increased influx of immigrants in the country, contributes to the growing enrollment rates among the Hispanic community. According to the White House Initiative on Educational Excellence for Hispanic Americans, the average enrollment of K-12 Hispanic students is higher than the average for the general population.

However, reports have shown that the schools that Hispanics are enrolled in are typically lower quality school systems. In addition, the dropout rate in high school is 17.6 percent among Hispanics, as compared to 5.2 percent among the white population and 8.1 percent among the entire U.S. population, according to the National Center for Education Statistics.

Quality continues to be an elusive goal. Although there is a reduction in the gap between the white population and Hispanics in the National Assessment of Educational Progress (NAEP) mathematics average scores from 1973 to 2008, this change is not sufficient evidence to show a decrease in the overall educational gap of Hispanics. Regarding SAT scores, Hispanics are scoring lower in mathematics and critical reading than the average U.S. student.

Elements that are prompting the problems associated with the characteristics described above include:

(i) Factors that influence educational achievement.

According to the U.S. Department of Education, there are four factors that affect student achievement: Having a mother who has less than a high school education, being a member of a family on welfare or receiving food stamps, living in a single-parent family, and having parents whose primary language is one other than English. By the end of the 20th century, “about seven out of 10 entering kindergarten from Hispanic or Black families have one or more of these risk factors, compared to about three out of 10 of those from white families.

(ii) Low quality of the schools that they attend.

Hispanics are more likely to attend minority-heavy public schools that are often low performing.

(iii) Constraints to parents when it comes to the possibility of choosing their children’s schools.

The White House Initiative for Hispanics highlights how the challenge of the low educational achievement that Hispanics suffer from represents a problem not only for the community, but also for the entire country, given the importance of this minority within American society. Addressing the challenges that Hispanics face in the U.S. has become quite serious and their growing importance in number and participation in social, economic and political life gives greater credence to their growing demands to live in a more fair and prosperous society.

Read more: Fox News Latino

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ROSELYN SANCHEZ ON COVER OF FIRST ¡HOLA! PUERTO RICO

April 12, 2012 by Leave a Comment

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

Puerto Rican actress and model Roselyn Sanchez, hubby Eric Winter and baby daughter Sebella Rose grace the cover of the first edition of HOLA! Puerto Rico, which went on sale on Wednesday on the Caribbean island. In the interview accompanying the photo spread, the actress – known for her roles in U.S. television series such as “Without a Trace” and films like “The Game Plan” and “Rush Hour,” said that her maternity was “the most marvelous in the world.”
“I yearned for it for many years and it was work to conceive her, but she came along when she had to come,” Sanchez said after noting that for a long time she was completely focused on her career until her biological alarm clock went off.”

HOLA! Puerto Rico will maintain its customary international leading article and will add reporting of local interest that reflects the prestige of the personalities and the pulse of the best social and cultural environment of the Caribbean island.

photo source go4celebrity.com

Spain’s HOLA! launched Hello! in Britain in 1988 and very soon it became quite popular, spurring the rolling out of editions in Russia, Greece, the United Arab Emirates, Canada, Turkey, Thailand, Mexico, Malaysia, India, Serbia, Morocco, Indonesia, Argentina, Peru, Bulgaria, Ecuador and now Puerto Rico.

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

Filed Under: FEATURED MARKETING, LATINO MARKETING Tagged With: , , , , , , ,
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