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 YOUTUBE AND TELEMUNDO MERGING?

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

GOOGLE PREPS HISPANIC YOU TUBE CHANNEL

photo by Getty Images at Golden Globes

Google’s YouTube has partnered with Colombian actress Sofía Vergara and independent producer and former NBC Chairman Ben Silverman to launch NuevOn, a bilingual, Hispanic-targeted pop culture and celebrity-oriented channel on the video platform. NuevOn, which is expected to launch in April, is among a suite of Hispanic-focused channels that YouTube is rolling out to cater to the growing online Hispanic population. Other properties include channels featuring sports, food and pop-culture content, either in English, in Spanish or bilingual.

Read More: http://www.portada-online.com/article.aspx?aid=9224

Telemundo, iVillage Team to Launch “iVillage Mujer de Hoy”

NBCUniversal‘s new content destination targets female Hispanic audience

online

NBCUniversal has combined its Telemundo and iVillage brands to create “iVillage Mujer de Hoy,” a multiplatform, bilingual content destination targeting the female Hispanic audience. The offering will exist online at both iVillage and Telemundo, with highlights on Telemundo’s morning show Levantate.

Beginning in May, Telemundo.com will rebrand its Spanish-language “Mujer de Hoy” channel as “iVillage Mujer de Hoy,” creating both English- and Spanish-language content focusing on food, family and fashion. Jessica Serrano, editor of “iVillage Mujer de Hoy,” will appear on Telemundo’s Levantateto report on topics trending in the female Hispanic audience. Following her appearance, the conversation will continue online at iVillage, Telemundo.com and social media sites including Facebook and Twitter.

http://www.broadcastingcable.com/article/480604-Telemundo_iVillage_Team_to_Launch_iVillage_Mujer_de_Hoy_.php

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DO REPUBLICANS HAVE SOMEONE IN CHARGE OF HISPANIC OUTREACH?

THE HISPANIC BLOG: YOUR LATINO NEWS

Bettina Inclan, Hispanic Outreach Director, May Have Toughest Job In GOP

Circus

“I’m really proud of the fact that we’re going to announce the expansion of the RNC‘s Hispanic Outreach Effort today,” he said. “We all know it’s the fastest growing demographic in America, and Latinos play a vital role in all of our communities. The Republican Party believes that it’s crucial to involve Latinos at every level because diverse voices will lead to a stronger and obviously more vibrant party.”

Inclan directs a multipronged battle strategy. She attended the Hispanic Leadership Network conference last month and has been doing interviews on television and radio in English and Spanish, holding call-in press conferences with reporters across the country, and promoting the “Obama failed” theme in her own tweets and those of the newly launched @RNCLatinos. The party put out a YouTube video in Spanish titled “Unkept Promises: Nevada Edition” and has been actively posting updates on its new tumblr blog aimed at Hispanics.

Read More: http://www.huffingtonpost.com/2012/02/10/bettina-inclan-hispanic-outreach-republican-national-committee_n_1265870.html

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CAN YOU COMPARE OBAMA’S GOOGLE+ CHATS TO FDR’S FIRESIDE CHATS?

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

President Obama expanded his social media experience by holding a Google+ video chat room interview on Monday afternoon with questions chosen by Google from among the most top-rated. Google maintains the White House had no role in the selection of the participants. Obama also held a similar Facebook town hall in Palo Alto, California, in the spring, and a YouTube town hall at the White House in February. The President’s campaign stated that the Social Media used in 2012 will make the 2008 election seem prehistoric.

Although President Obama could have taken some pointers about pumping up the country from his predecessor, President Franklin D. Roosevelt. FDR was on a mission and worked with his administration to find ways to counteract the feeling of defeat that was sweeping the country during the Great Depression. His action plan consisted of having every type of media agree to run positive stories, churches to deliver sermons guaranteed to inspire the congregations, and at least for the first 100 days even got the leaders of both parties and both houses of congress to set aside political differences and support an upbeat spirit of winning and being positive.

Furthermore, the most popular effort was his radio broadcasts that became known as President Roosevelt’s Fireside Chats. However, what’s even more commendable is that FDR began his term accepting the hand he was dealt, he didn’t blame the past administrations, rather his focus was to lead the people of this great nation. Additionally, Roosevelt was also in charge of giving the classic/famous line during his inaugural address, “We have nothing to fear but fear itself.”

President Obama has also been good about engaging with Americans via Social Media and even caused the “Change” and “Yes We Can” revolution. However, as strong as his administration is in using Social Media, they tend to focus on it during the elections. In my opinion, the President would have done better had he focused his use of Social Media during the first 100 days, especially, to unite Americans. Additionally, his administration could have done Live Chats explaining the President’s “high expenditure” policies that has caused unbelievable debt.

For example, FDR began his radio broadcasts while he was governor of New York, and those had been so effective that when he became president they were reinstituted as a way to inspire and encourage people to believe in themselves and their country. From the first broadcast being a month after he took office, April 12, 1933 to the final broadcast June 12, 1944, a year before he left office.

While President Obama has not been as fervent as President Roosevelt in engaging with his fellow Americans during his term, his social media tactics have caused him to receive an incredible following. It’s no longer simply the young generation on-line, but it is the majority of the country. President Obama figured out that the power of Social Media wins elections just as companies are slowly finding out that Social Media is the majority of future revenue.

Yesterday, the President’s LIVE video chat room included five Americans in cities across the country. Participants were able to follow-up with the president after his answers in real-time. Jennifer Wedel in Fort Worth, Texas, asked the president why the government continues to extend visas for immigrant workers when there are many people, like her husband, who have been out of work. President Obama offered to look at her husband’s resume to help him find an engineering job.

“Forward me his resume,” he told her. “The word we’re getting is someone in that high-tech field should be able to find something right away. I want to follow-up on that.”

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