3 Key Facts to be considered in a Social Media Plan for Hispanics Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research Texas Tech University College of Media & Communication brings together experts in market research and Hispanic-oriented media, Reaching Audiences will feature two days of panels that discuss trends and shifting demographics in the media industries today (Mar 4 - Mar 5, 2013)

1. Reaching Audiences in
Social Media
Day 1 – Monday, March 4 | COMC 270
Panel: Hispanics and Social Media

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Reaching Audiences in
Social Media
Day 1 – Monday, March 4 | COMC 270
Panel: Hispanics and Social Media

3. 3 Key Facts to be
considered in a
Social Media Plan for
Hispanics

4. 1 Do we need it?
2 What sites and content?
3 Spanish and/or English?
4

5. “If [Hispanics] were a
standalone country ,
the US Hispanic market buying power
would make it one of the top
20
economies in the
world ”
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
5

6. Hispanic Are Very Receptive to Brands
Having a Presence on Social Media
“Which of the following statements, if any, describe your attitude towards social networking sites?”
Source: Forrester Research – North American Technographic – 2011
6

7. 1 Do we need it?
Certainly Yes
(if not, we are missing a great opportunity)
7

8. 2 What sites and content?
8

9. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
9

10. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
10

11. Hispanics log into social media more
often than other ethnic groups
Log in once a day or more often
Source: American Pulse Survey – 2012
11

12. Social Technographics Profile
Source: Forrester Research – Retrieved 02/27/13 - http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
12

13. Hispanics are Spearheading user
generated content in Social Media
123%
120%
69%
79%
24%
21%
-47%
Source: Forrester Research – North American Technographic – 2011
13

14. 2 What sites and content?
Although Facebook and
Twitter might be a must, you
should know your Hispanic
audience preference and align your
business objective with the
social network audience
14

15. 3 Spanish and/or English?
15

16. Melanie is the Hispanic American
Reality
Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI
16

17. Melanie is the Hispanic American
Reality
Source: Univision.com – Retrieved 02/27/13 - http://corporate.univision.com/2012/content-types/articles/she-is-the-new-american-reality/#axzz2M4vQdKbI
17

18. Hispanics have a large Social Network
Online and Tend to communicate with
them in Spanish
“Which of the following activities do you do at least monthly?”
Hispanic Online Adults
Social Site
18+
Facebook communication in
Spanish 35%
LinkedIn communication in
Spanish 47%
Twitter communication in
Spanish 45%
Source: AdAge/Univision – The Cultural Connection, How Hispanic Identity Influences Millennial Report – Retrieved: 02/27/13 - http://gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf
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19. 3 Spanish and/or English?
Short answer Both
For Bicultural, Bilingual Hispanics, English
is the language of the mind, while
Spanish is of the heart
19

20. Key Takeaways
Marketers can be more successful in the Hispanic market by:
Targeting culturally connected Hispanics as they
use social media as way to publicize their content and
opinions to not only friends and family, but also companies
Encouraging interactions as Hispanics especially
engage in more advanced activities like creating
social media
Using culturally relevant messages to reach your
audience
20

21. Twitter: @sedayanr
Slideshare: sedayanr
LinkedIn: salomondayan
Hashtag: #ReachingAudiences
Gracias