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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ARE LATINOS THE CONSUMER POWERHOUSE RESHAPING AMERICA?

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

Studio Gang Architects + Joseph Lekas Photography

This Easter weekend I went to an exhibit at the Museum of Modern Art in New York called “Foreclosure: Rehousing The American Dream,” a fascinating view into what the future of urban and suburban housing in America could look like. For this exhibit, five architectural teams proposed how they would re-invest the TARP money of 2008 to revitalize foreclosure-ravaged suburbs near five major cities in the United States.

I came away feeling most impressed about the transformational impact that Latinos are already having on this country and wondering if most companies are really prepared for what is around the corner. I was most impressed with how clearly they understood the demographic impact of both the rise of Hispanics as a mega buying force in the home-buyer market.

Photographs by Don Pollard.

While Hispanics were certainly not the focus of this exhibit, their impact on four of the five places featured could not be denied. From Rialto, Calif., to Cicero, Ill., where 88% of the population is Hispanic, Latino attitudes about homeownership were not only prominently featured and discussed by architects, but also helped frame the developing of what the exhibit calls the “national conversation on issues of housing, transportation, and public space.”

When I got home, I remembered that I had recently downloaded the latest report on the State of Hispanic Homeownership, published in March by The National Association of Hispanic Real Estate Professionals and found that, in spite of also being hit by the housing crisis between 2007 and 2010, they too were predicting a new Latino housing mega trend.

“Over the next 10 years, Hispanics are expected to account for 40 percent of the estimated 12 million net new households, with minorities comprising 70 percent of total growth,” says Alejandro Becerra, author of the report. Unlike other groups, Latinos have not been big on saving for retirement. This is partly due to a cultural legacy that, hopefully, should change over the next few decades. Our American Dream has always mainly revolved around buying a home and depending on family to take care of us.
“An unrelenting drive to succeed combined with strong family values and larger family sizes fuel their yearning for a place to call home,” says Becerra. “This strong work ethic, often combined with a vibrant entrepreneurial spirit, adds up to major consumerism. The Hispanic market made up over 50 percent of real growth in the U.S. consumer economy from 2005 to 2008, with $52 billion in new spending.”

According to the Census, Hispanics are already a significant segment of the workforce. “The role of Latinos in the nation’s labor force in the manufacturing, construction, real estate and service industries is both monumental and crucial. For well over a decade, Hispanics have also had the highest labor force participation in the nation. Currently, 66.7% of all working-age Latinos are employed, nearly three percentage points higher than the rest of the U.S. population,” adds Becerra.

And while many Baby Boomers are expected to age in place, the NAHREP report says that “current mobility rates suggest that 3.8 million baby boomers could downsize over the coming decade, adding further to the demand for compact, lower-cost homes.” As a result, smart start-ups like Boomerator,Southeast Discovery and GetawayStyle are all setting up to cater to the needs of this huge demographic shift.

But I don’t see the same kind of focus and innovation reaching and catering to Hispanics. In spite of the Hispanic demographic tsunami that everyone agrees is upon us, many companies still dedicate only 3% to 5% of their budgets to marketing to Latinos. If that’s your strategy to win in this economy.

READ MORE: AD AGE

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WHAT IS PAMPERS® DOING FOR HISPANIC MOMS: LEARN ABOUT “MI MILAGRO. NUESTRA HERENCIA”

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

Pampers®, the diaper brand committed to making a difference for Latino parents and babies right from the start, today debuted its new online initiative Mi milagro. Nuestra herenciaPampers is providing Hispanic moms with a forum to connect and discuss how they celebrate and preserve their cultural roots, pride and traditions with their little miracles. The new dedicated heritage tab is part of an online offering on the Pampers‘ Latino Facebook page (Facebook.com/PampersLatino).

“With one in four babies born in the U.S. being Hispanic, we understand how important it is to provide moms with ongoing support through programs that speak to their everyday needs”

The Mi milagro. Nuestra herencia. Interactive Forum

The forum offers Hispanic consumers the opportunity to connect with the Pampers Latino community and share personal baby care tips, cultural traditions or special memories from their childhood. The online forum celebrates and supports parents in their quest to raise their little miracles in the American experience while encouraging them to protect their Hispanic cultural pride and traditions.

To commemorate the debut of the online initiative, Pampers is encouraging Hispanic consumers to honor their little miracles’ culture by logging on to the Pampers Latino Facebook page and visiting the special Mi milagro. Nuestra herencia. heritage tab (located on the top of the screen); to participate in weekly giveaways for a chance to win customized Pampers’ body suit featuring the names of several Latin American countries of origin.

Beginning today, fans will get the chance to participate in weekly cultural body suit drawings’. One lucky family will even be selected at random to win the ultimate grand prize – a vacation to visit a Latin American country to reconnect with their cultural roots1. The promotion ends May 31, 2012.

“At Pampers, we recognize the need to honor the uniqueness of Latinos living in the U.S., American parenting and the cultural duality that they encounter with their little miracles,” added Olmo. “Whether a parent is from Mexico, El Salvador or Puerto Rico, we want to be the brand that supports Latino parents in preserving their Hispanic cultural roots while they strike a balance to embracing their American lifestyle and journey with their little miracles.”

For more information on Pampers’ Mi milagro. Nuestra herencia., please visit www.facebook.com/PampersLatino.

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DID COCA-COLA SPAIN LAUNCH AN INSTAGRAM APP ON ANDROID BEFORE INSTAGRAM?

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

Coca-Cola is known for being one of the first and more innovative social media brands out there.

Coca-Cola was preparing the first app developed by a brand that is inspired on the successful Instagram application. While other brands are still assessing how to use the Instagram in their marketing strategy, Coca Cola Spain has taken the lead and developed its own ‘’parallel’’ photographic and mobile social network.

The beloved app Instagram continues to set a “new trend” in mobile applications and in photo-sharing habits and will probably continue inspiring more and more creative brands.

These screenshots show the app’s menu is very close to the current Instagram layout, with a photo share button in the center that the Coca-Cola app labels as “Felicidad,” Spanish for  happiness. The rest of the menu looks to be an exact match to the functionality of Instagram with one exception, a geolocation tab that shows a user photos around them on a map.

How Do Brands Succeed with Apps?

We know that for branded mobile apps, the success is largely determined by the app centering around something the end user wants to do often, daily if possible. Making the app into a useful tool like the Weather Channel or media companies can do, is a great example of this.

The goal is to become a utility that the end user needs, in order to cement that relationship. You do not just want the app user to download the app, you want them to use it over and over. So, building on top of an already successful app can be a very smart decision for a brand. There is a higher potential for built-in success.

Coca-Cola Spain also looks to be taking a light touch here with the branding. Focusing on their global “happiness” campaign rather than putting the Coca-Cola logo and product images everywhere. Putting the focus on the utility and not the brand’s logo could help it succeed.

(images from Instagramers.com)

Reinvent or Augment?

An important element here is that this app is rumored to be on Android. While the screenshots seems to come from an iPhone, I will assume the story is correct, so maybe the app will launch on both iOS and Android app markets. IF the Spanish app launches on Android, it could be a great opportunity, considering Instagram is not even on Android yet.

The original story quotes this new Coca-Cola app as a “parallel” social network. I am assuming that means the app can read and write to the Instagram API, but that is a little bit of a leap on my part (UPDATE: Phil Gonzalez says it is NOT built on the Instagram API). That would give it an immediate user base to build off of rather than starting from scratch. Many apps have similarly used the Foursquare API to build location apps. But, it seems unlikely that a brand would be one of the first people to access the write API on Instagram. The app could be successful either way.

While, to date, there has not been an app that can push images to Instagram, Fast Company is reporting that this will change today, when Hipstamatic and Instagram announce a photo sharing partnership that allows users to share their images from one app to the other, with attribution. Similar to how you can push updates from Foursquare to Twitter, and it is labeled as such.

Note: Coca-Cola IS on Instagram in at least two countries, Venezuela (cocacolave) and Brazil (cocacola_br).

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

HOW WILL “OBAMACARE” AFFECT YOU: FIND OUT IN JUST MINUTES

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

Ever wondered exactly what the Affordable Care Act is going to do for you?

On March 23rd, 2010 — President Obama signed the Affordable Care Act into law in order to give nearly every American access to quality health care.
This blog is not stating if it is for it or against it rather we provide information and resources that will help you determine who is the best candidate for you. Check President Obama’s new health care app — and make sure to pass it on to everyone you know who’s asked what this law really means for them.

photo source: AP     President Obama signs the Affordable Care Act                                                                                                                                                                                                               

CLICK ON THE BOX BELOW TO FIND OUT HOW YOU QUALIFY

Check out the health care app

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