How and When to Partner with a Hispanic Marketing Agency DK Web Consulting
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Transcript of How and When to Partner with a Hispanic Marketing Agency DK Web Consulting
Presented by: FahlgrenMortine
Social Media Spanish (SMS)
How & When To Partner With A Hispanic
Marketing AgencyA Perspective and Analysis From Both Parties
Moderator: Michael Della Penna
Presenters: Lara Kretler, VP Social Media Lead
Agency: FahlgrenMortine
Natasha Pongonis, Social Media Director Agency: Social Media Spanish
Eric Diaz, Principal Agency: Social Media Spanish
Content
• Why Market to Hispanics?
• Q&A: How & When to Partner with a Hispanic Agency?
• What Channels Are Best for Marketing to Hispanics?
• Recommendations
Hispanic Market Overview - US
• Rapidly growing purchasing power (by 2013 US Hispanic purchasing power should exceed $1.3 trillion)1
• Average Household Income is $50K+ and growing
• Current Population of 50 Million (16%)2
• By 2050, 33% of Americans Will be Hispanic3
1. Hispanic Cyberstudy 2010, AOL Advertising 20102. US 2010 Census
3.MSNBC America in 2050
Hispanics are younger and adopt online trends more quickly
• 46% of Online Hispanics are under 354
• 32% of Hispanics access the internet through smart phones compared with only 20% of the General Market5
• Hispanics are twice as likely to search the internet with an iPhone compared with the general market4
4. Hispanic Cyber study 2010, AOL Advertising 2010 5. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research
More Hispanics learn about brands, compare prices, and make final decisions online than general market
• 57% of Hispanics always go to the internet to look for deals compared to 43% of the general market6
• ‣72% of Hispanics prefer an online product rating over a friends opinion6
• ‣18% of US Hispanic Internet Users use Twitter compared to 8% of general market7
6. Hispanic Cyber study 2010, AOL Advertising 20107. Pew Research Center’s Internet & American Life Project, 2010
Hispanics are a very social group with high usage of social media
• 10% of online Hispanics have recently checked in compared to 3% of white Americans8
• 54% of Hispanics regularly use Facebook compared with only 43% of white Americans9
8. Pew Research Center’s Internet & American Life Project, 20109. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research
Top 10 reasons to partner with a Hispanic Marketing Agency
1. You don't speak Spanish
2. You want to reach Hispanics but don't know how
3. You don't know if there are opportunities to reach Hispanics for your product or service
4. You speak Spanish but not "Spanglish"
5. Fans are posting to your Facebook page in Spanish and you're unsure of how to respond
Top 10 reasons to partner with a Hispanic Marketing Agency
6. You're a pro at social media, but not Hispanic marketing
7. Your deciding on upcoming initiatives and want to incorporate a Hispanic marketing campaign
8. You want to avoid any costly reputation issues caused by a language or cultural misstep
9. You want to do it right the first time
10. You've seen the 2010 census and other stats and you recognize the opportunity
Are all Hispanics the same?
• No, Hispanics are quite diverse
• 5 main groups of Hispanics today
• Must consider which groups you are marketing to for your campaign
Hispanics in the US10
• Latinoamericanao Spanish dominant
• Hispanoo Spanish preferred
• Bi-culturalo Bi-Lingual (equal
or nearly)
• Nueva Latinao English preferred
• Americanizadoo English dominant
This pie shows the national distribution, although the mix of segments varies by region and
metropolitan area.
10. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
Geography Matters11
11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream
Who manages Spanish Social Media?
• Community Manager must have experience working with the Hispanic community
• Must be Consistent Resource
When should I look to partner vs. in-house?
• Internal Capabilities
• Previous Hispanic Work?
• Broad Experience
Does it always have to be in Spanish?
• No. Depends on many things...
• Geography
• Know your consumer
How do you find a good HispanicAgency partner?
• Find blog writing experts
• Attend conferences
• Webinars
How do you determine a good fit?
• Know their work style
• Do a small project
• Work on pitches
How do you avoid partner challenges?
• Clear specifications
• Respect client relationship
• Frequent communication
What’s the best way to partner?
• MVA (Master Vendor Agreement) or handshake?
• Build the relationship over time
• Share wins and losses
Or
How does an agency benefit fromSpanish social media?
• Expand services
• Grow client reach
• Competitive differentiation
Which is better: transparency or white label?
• Open agreement
• Seamless partnership (invisible to client)
• Benefits to each
Which forums are best?
• Facebook - 20MM US Hispanic Users
• Twitter - 9MM US Hispanic Users
• Other Forums have their strengths o Hi5 – 40MM monthly users
o Que Pasa - 35MM members across Latin America
o Batanga – 4MM monthly users
o MiGente – 3MM registered users
o Univision – 2MM registered users
What is the right content?
• Finding the interests of your targeted market can be difficult
• Not just a straight translation from English
• Data from specialized marketing and PR firms
• Social Media listening tools can help
3 Things to Avoid
• Hire arbitrarily
o “Hector from accounting can run this campaign, I'm pretty sure he speaks Spanish…”
• Posting inaccurate and outdated content
o Grammar can be essential, accents, no Google Translate
• Profile set in one language & links to another different language
o What good does it serve the native speaker?
Brands Marketing to Hispanics via Social Media
Recap
• Research is a crucial part of finding the right partner
• Partner with agencies or hire experienced individuals that understand the Hispanic community
• Take initiative to suggest Hispanic social media to clients
• Build relationships through small projects at first
• Grow your business through expanded services
Presentation is posted on the blog:www.socialmediaspanish.com/blog
•Lara Kretler: [email protected], @LaraK
•Eric Diaz: [email protected], @ediaz33
•Natasha Pongonis: [email protected], @NatashaPongonis
•Michael Della Penna: [email protected], @MikePenna
Contact Us!
References
• Hispanic Cyberstudy 2010, AOL Advertising
• US 2010 Census
• MSNBC, America in 2050
• SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians, BIG Research
• Pew Research Center’s Internet & American Life Project, 2010
• America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream