2010-2011 U.S. Hispanic Social Media Guide (FINAL)

8/8/2019 2010-2011 U.S. Hispanic Social Media Guide (FINAL)

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U.S. Hispanic Social Media Guide2010-2011 Edition



Table of Contents

Publisher’s Note 1

Social Media and Word of Mouth Becoming Pivotal Channel toEngage and Drive Advocacy Among Hispanic Audiences Paul M. Rand

3

Hispanic Social Media Leadership Roundtable 5

Who’s Best Suited to Lead Hispanic Social Media Marketing?Manny Ruiz

12

How to Build and Manage a Hispanic Online CommunityJose Villa

19

Social Media is a Fact of Life and the Key to SuccessGaby Alban

22

Hispanics and Social Media: A 23 Million Person ConversationArmando Azarloza

23

How to Effectively Work with Hispanic BloggersManny Ruiz

24

How to Reach U.S. Hispanics with Spanish-Languages SEMStrategiesSilvia Prado

27

Hispanics Beyond Broadband: Leveraging Video andWeb 2.0 to Facilitate Online ConversationsCristy Clavijo-Kish

29

Measuring Multicultural & Multilingual Social MediaStephanie Noble and Midy Aponte

32

Meet The Latino King of FacebookKatherine Johnson

34

A Directory of Hispanic Social MediaMarketing ResourcesYeniret Prokesch

37

Hispanic PR Census Results Show Marketing ProsFeel PR Best Suited to Lead Social Media

39

U.S. Hispanic Social Media Facts: A 2010 Snapshot 40

The WOMMA Guide to Disclosure in SocialMedia Marketing

52

It’s never a small eat to say you will create the marketingindustry’s premiere guide on how to reach Latinos throughsocial media but that’s exactly what I think we’ve deliveredhere in this rst annual 2010-2011 U.S. Hispanic SocialMedia Guide.

Earlier this year we gathered some o the nation’s topHispanic marketing talents at the inaugural Hispanic PR

& Social Media Con erence in Dallas and we asked themto share their top tips on Latino social media marketing.Many o those terri c “how to” insights and most o thosegi ted marketers are spotlighted here in this guide, a terri ccompanion to the historic national con erence that made thisguide possible.

I you are a marketer in the corporate, government or non-pro t eld, please know that like the con erence that gavebirth to it, this guide has been produced with you in mind.We hope you will nd this guide to be as use ul and practicalas anything you have ever seen about this topic.

In closing I wish to thank our two partner organizations that

also helped make this guide possible, the Hispanic PublicRelations Association (HPRA) and the Word o MouthMarketing Association (WOMMA). Both organizations areworking together with the Hispanic PR Blog this summerand through the balance o the year to coordinate roundtablediscussions across the country or what we call the 2010 U.S.Hispanic Social Media Insights Tour. I you are interested inlearning more about this tour in your city, connect with us bye-mail at [email protected] or by monitoring ournews at HispanicPRBlog.com.

It’s my sincere wish that you enjoy the ruit o our labor withthis guide. We’ve made an earnest e ort to explore the issuesimpacting Hispanic social media in a way that is re reshingand complete.

In the spirit o social media, may you enjoy it and discuss it!

Sincerely,

Manny Ruiz

Publisher

2010-2011 U.S Hispanic Social Media Guide

Publisher’s Note

2010-2011 U.S. Hispanic Social Media Guide

http://www.hispanicprblog.com/



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Social Media and Word of Mouth Becoming Pivotal Channelto Engage and Drive Advocacy Among Hispanic Audiences

By Paul M. Rand

More than 90% o all consumers report that the recommendation oa riend, amily member or expert is the leading infuence on their

purchase behavior. And with 77% o Hispanic-Americans engagingin some kind o online socializing (as noted by the Hispanic AdAgency, Dieste, in their recent report t itled “10 Things You ShouldKnow About U.S. Hispanics”), social media is quickly becoming thebattleground in which brand allegiances are won or lost.

As brands seek to become more talked about and recommendedthan their competitors, word o mouth and social media marketing areno longer ancillary marketing e orts. Instead, de ning and pursuinghow you want your brand to be talked about and recommended ishelping marketers shape, ocus and drive the overall marketing mix.

Knowing that U.S. Hispanic buying power will exceed $1.3 trillion by2013, many brands may be tempted to simply extend their generalmarket e orts — as advanced or nascent as they may be — toHispanics without understanding cultural and media consumptiondi erences.

Take your time. Do it right. Understand what goes and what doesn’tgo. Apply best practices and the discipline o the marketing processthat sometimes is lacking in this environment. Many o the mistakeshave already been made in the traditional media environment. Learn

rom them.

This jointly-produced (between Hispanic PR Blog, HPRA andWOMMA) 2010-2011 U.S Hispanic Social Media Guide highlightsbest practices in social media and word o mouth marketing – with aspeci c spotlight on how marketers can success ully leverage socialmedia to reach and engage the Hispanic audience.

This integrated approach puts word o mouth at the core o themarketing mix. In many ways, it mirrors the insights reported in arecently McKinsey & Company report, titled “A New Way to MeasureWord o Mouth Marketing.”

While the ndings o the McKinsey study were not speci c to theHispanic audience, the key takeaways couldn’t be more applicable to

a group that so deeply relies on “transparency” and “trust” betweenriends, amily members and community leaders:

As consumers overwhelmed by product choices tune out1.

the ever-growing barrage o traditional marketing, Word oMouth cuts through the noise quickly and e ectively.

Consumers have become increasingly skeptical about2.

traditional company-driven advertising and marketing…[and] this tectonic power shi t toward consumers refectsthe way people now make purchasing decisions.

Word o Mouth can prompt a consumer to consider a brand3.

or product in a way that incremental advertising spendingsimply cannot. It’s also not a one-hit wonder. The rightmessages resonate and expand within interested networks,a ecting brand perceptions, purchase rates, and marketshare.The rewards o pursuing excellence in word-o -mouth4.

marketing are huge, and it can deliver a sustainableand signi cant competitive edge ew other marketingapproaches can match.

The reach and impact o social media and word o mouth marketingor the Hispanic market is signi cant – and just being ully realized.

Through this Guide, and ollow on editions, we look orward tobringing you the most current and use ul in ormation on how to bestunderstand and meaning ully engage this important audience.

2010-2011 U.S. HiSpanic Social Media GUide

PublishersManny Ruiz and Angela Sustaita-Ruiz

Managing editorKatherine Johnson

graPhic designZócalo Group

Mónica Marulanda

ad designCindy Lopez

contributing WritersYeniret Prokesch

Paul M. RandJose Villa

Gaby AlbanArmando Azarloza

Silvia PradoCristy Clavijo-Kish

Stephanie NobleMidy Aponte

2010-2011 U.S. Hispanic Social Media Guide © copyriight 2010, Hispanic Media Trainers, LLC 2010 All rightsreserved.

Any redistribution or reproduction o part or o all o thecontents in any orm is prohibited other than the ollowing:

You may print or download or your personal and non-commercial use only

You may copy the content to individual third parties ortheir personal use, but only i you acknowledge us as thesource o the material


About the author: Paul M. Rand is President/CEO o Zócalo Group,

a ull-service Word o Mouth and Social Media Marketing Agency and President o the Word o Mouth Marketing Association. His e-mail is [email protected] . His Twitter is @paulmrand





2010 U.S. Hispanic Social MediaLeadership Roundtable

Gavin Twigger ex v d f i p

d , i .

Aymee Zubizarreta M f P r

s F m

Paul Rand P

Zó g p WoMMa

José Villa P

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Sonia Sroka s V P , u.s.h p P l ,

P n v

Deborah Charnes V P f P r

b m y c mm

Monica Raugitinane d f c mm

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David Henry P

t n hPra n w Y k c p

Ariel CoroP

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Marisa Treviño P

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Manny Ruiz - Moderator P

h p Pr b P p b

The Players

Our Diverse Roundtable Discussion

Reveals Where Hispanic Marketing

Leaders Think Hispanic Social

Media is Headed

Communications; Marisa Treviño, President, Latina Lista blog;Paul Rand, President o the Zócalo Group and the Word o MouthMarketing Association (WOMMA); José Villa, President, Sensis;Monica Raugitinane, Director o Communications, Hispanic CollegeFund; David Henry, President o TeleNoticias and the New Yorkchapter o the Hispanic Public Relations Association; and Manny

Ruiz, Publisher o Hispanic PR Blog and PapiBlogger and organizero the Hispanic PR & Social Media Con erence. The discussion wasmoderated by Ruiz.

On Whether Hispanic Social Media Marketing May Just Be a Fad

David Henry: I don’t think it’s a ad. I think that social media is acommunications plat orm just like mobile and other plat orms and itmay change in regards to the Hispanic market but I de nitely don’tthink that it’s a ad.

Sonia Sroka: I think social media is de nitely going to evolve and isonly going to help consumers have more intimate and more intenserelationships with brands and with

Hours be ore the start o this year’s Hispanic PR & Social MediaCon erence in Dallas the Hispanic PR Blog and the Hispanic PublicRelations Association (HPRA) hosted a roundtable eaturing toprepresentatives rom the corporate, non pro t, blogger, advertising, PRand digital agency worlds. In launching into this inaugural “how to”issue on Hispanic social media marketing we can’t think o a better

conversation starter than the roundtable we held in Dallas.The ull one hour and 30 minute recording o this terri c, in ormalconversation is available or download through the Hispanic PR Blog.We hope you nd these excerpts help ul as you, our dear readers, takethe same journey o discovery that we are all taking into Hispanicsocial media.

The Hispanic social media leaders roundtable consisted o : GavinTwigger, Executive Director o Interception, Dieste, Inc.; AymeeZubizarreta, Manager o Public Relations, State Farm; Sonia Sroka,Senior Vice President, U.S. Hispanic practice leader, Porter Novelli:Deborah Charnes, Vice President o Public Relations, Bromley


continued on page 7



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Start talking with them today by digitizing culture.

conversations23 millionhispanics are holding

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themselves. Right now we are only seeing the beginning o what weare yet to see.

Deborah Charnes: I agree completely that we are just on the startingblock and everything’s going to just go up, up, up. I anything socialmedia is going to be eating away at other arenas and the reason

or that is because the consumer is going to be demanding (more)interactivity.

Aymee Zubizarreta: From the corporate perspective, working at StateFarm we started in the social media space in 2007…I’m starting tosee Fortune 500’s that are willing to be bold and take that rst stepinto the unknown. They (usually start by launching) an initiative withEnglish in mind with the general market because that’s what theyknow best. Working at a corporation I got to tell you, there are a loto legal hurdles that we have to overcome since State Farm is in theinsurance and nancial services industry…that are heavily regulated.

..We had to overcome all o those issues rst and also determinewhat’s our protocol. Last year we started a Hispanic social mediainitiative called State Farm Es Para Mi . It’s a voting component thatinteracts with Latinos across the country and (lets them) vote or aspeci c video that helped address the Hispanic drop-out dilemma.There was money tied to it or non pro ts and high school studentswere encouraged to participate in this. It was highly success ul.

Paul Rand: …I there’s anything that could be a ad it may be someo the tools. Whether or not we still will see oursquare aroundwith Facebook location popping out and many other programs, isquestionable. Across all ethnicities what consumers and customersare saying is ‘We want to have a di erent relationship with thecompanies we do business with’…. Now the question is: How docompanies, brands in particular, begin operating?...People under 25years old don’t call customer service lines anymore. They expectinteraction through Twitter, so there’s a undamental shi t in howbusiness is being done…

Aymee Zubizarreta: you hit the nail right on the head… I was justchecking our Twitter account just a moment ago and there was a

dialogue back and orth with our social media team in Bloomingtonand a person who was having a di cult time with an issue they hadwith State Farm…Some companies may see this as ‘oh no, we maybe exposing ourselves to negative media, negative PR’ but on thecontrary we look at it as an opportunity; an opportunity to engagewith consumers in an area that they are amiliar with and want toengage with.

Gavin Twigger: I joined (Deiste) recently and one o the primaryreasons I joined was,because o the Hispanic audience and theopportunity that marketers have to talk to a group o people that sorto exist in a collective level, not in an individual level…You mentioned

oursquare and but what’s ascinating to me is that because theHispanic audience relies heavily on dialogue amongst themselves…their social media networks are much stronger than the generalmarket’s.

On How Hispanics Use Social Media Di erent than Other EthnicGroups

Gavin Twigger: Well again, the barriers to entry are less than generalmarket. I’ve been in the industry or so many years and, you know,we all remember double opt ins with email campaigns and thedetail you had to go through to get somebody to communicate withyou or to communicate with them. These days the barriers aregone. The transparency, at the Latino level, is just phenomenal.They pretty much want to say whatever they want to say andeveryone is ready to listen..

Sonia Sroka: I tell my clients at Porter Novelli, ’People are going to

be talking about your brand or your services regardless o whetheryou are paying attention or not, so the least amount o activity thatyou can have, when it comes to social media is to listen, becauselistening is also engaging and at the end o the day, that leads youto ollow up with engagement….

Jose Villa: I question the whole idea o Hispanic Social Media. Itkind o bothers me to even hear that term because I think thatit’s still built around that old paradigm o advertising that reallystarted…(with) the creation o Spanish-language TV and it hasbasically existed, until this day, based on that demarcation, thatthere is Spanish language TV and radio and other media grewout rom there….We are not talking about social media. I mean,social media has the term ‘media” in it, but it’s not media in theway that most advertisers think o media. You don’t control it, itisn’t consumed in a two-way manner. When most people think omedia, especially pro essionals like us, you think o something thatyou plan and you buy, something you control…

Sonia Sroka: In the general market, you go to social media sitesto relax, Hispanics go to have more intense relationships. So even

though it’s similar, there’s a slight di erence as to the psychological(reason) behind the action even though the action might be verysimilar at the end o the day. You may see photos in a generalmarket Facebook and you may see photos in a Hispanic person’sFacebook, but though it may look similar, the reasoning andthe actions behind it, the reason why they are acting that waypsychologically…it’s very di erent.

Jose Villa: I think obviously the Hispanic market is di erent. Youused the term collectivistic, I get a little bothered when this isused to describe Hispanics because I think it should be used todescribe all immigrant groups, it’s the

2010 US Hispanic Social Media Roundtable, cont.

“Across all ethnicities what consumers and customers are saying is ‘We want to have a di erent relationship with the companies we do business with’” Paul Rand, The Word o Mouth Marketing Association (WOMMA)


continued on page 9



Proud supporter of and contributor to the Hispanic Social Media Guide.

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MAKING OUR CLIENTS THE MOST TALKED ABOUT AND RECOMMENDED

BRANDS IN THEIR CATEGORY — BOTH ONLINE AND OFFLINE

Paul M. Rand

President/[email protected]@paulmrand

Jonah Ansell

Business Development Director312.596.6282

[email protected]@jansell



nature o what happens when you leave a country and you come toanother country especially i you don’t speak the language, I wouldargue that most immigrant groups that don’t speak English are verycollectivistic, you come rom another country and you move to a

place where…Manny Ruiz: Even Americans that move to Germany are collectivistic

Jose Villa: right, exactly. You live near the military base when you’rethere and you go to the hamburger place and who knows, but theidea is that most Hispanics or the most part are socio-economicallyon the lower-end; they go into neighborhoods where they knowpeople at the village level, like there’s people rom this little villagein El Salvador, they all moved to Maryland and there’s a actorywhere one guy is working and everybody shows up there and all oa sudden you have an enclave; you have a village basically that hasmoved rom El Salvador to this little town in Maryland and so whatdo people do when they arrive to a place where they don’t anything

about? They ask people like them, where do I get ood?...Sonia Sroka: and that’s why Facebook is so success ul becauseeven amongst Hispanics that pre er Spanish, 10 million are onlineon Facebook. Right now Facebook would be the number one way toconnect with Hispanics at the social media level.

On Which o the Social Media Plat orms are Strongest with Hispanics:Facebook or MySpace

Sonia Sroka: Facebook

Jose Villa: Facebook but I run ads or clients on both plat orms andI can tell you that or one client, I would never run ads on Facebook.And or that same client I put them on MySpace and they kill andthey’ve been killing it or two years. Because it targets a younger,

more urban audience...I do recruiting or the US Army, and the USArmy nds its recruits on MySpace.

Paul Rand: I think what has changed undamentally with all thesethings is that the brand has to understand itsel better, and then ithas to be refected through all the di erent mediums that it is using.

Monica Raugitinane: The best campaign I’ve seen, through socialmedia, that had no paid media, was the breast cancer awarenesscampaign on Facebook.

Jose Villa: It’s usually the nonpro ts that are doing the cool stu inthat area because they have no choice; they don’t have money…

Monica Raugitinane: Ha, yeah…they had girls post on their statusupdate what the color o the bra they were wearing at the momentwas and everyone was looking at the colors saying, what is that?

Jose Villa: that was a brilliant campaign

Sonia Sroka: that was a general market campaign...

Monica: It was or everyone.

Deborah Charnes: A lot o times the content and relevancy are veryimportant. We did something that was targeting tweens, and it was

or Day o the Dead. What we did was we had them create - i youare Mexican-American you are amiliar with how you create alters

or Day o the Dead - an online, altar-making contest, which wasvery un. What we did was use other online media to direct peopleto the site, so it wasn’t necessarily banner ads but it was to directthem to get more tra c. So it was very un, very relevant, and it alsoreached parents.

On whether Hispanic portals are staying relevant in the midst oHispanics turning to mainstream social media plat orms

Deborah Charnes: I’ve worked or Terra many years, so o course,I have a loyalty to them, even though I don’t represent them now,but I think what Terra did, early on, they developed original videocontent, very smart, better than written whether it’s or events oreven original interviews, like Daddy Yankee in their o ce in Miami.

Ariel Corro: They have a little problem, which is the same problemGoogle has: once you are connected socially your sources o newsare your riends. You no longer have to go anywhere else butthere. I go to Facebook and I have a group o riends that eed meeverything I want to know about the world according to me.

Everyone: ((laughter))

Manny Ruiz: So the Hispanic portals have to be a little nervousabout what’s happening?

Jose Villa: I disagree to a certain extent because I don’t thinkbloggers or all this user-generated content is going to replace

pro essional content.

Ariel Corro: it’s not replacing it…

Jose Villa: But that’s the thing. I someone is sharing content onFacebook, its being created somewhere…

Ariel Corro: I understand, but my riends are creating the content…Jose Villa: Yes but or the most part, i you create good content,your riends will repost it…

On what type o agency is presently best suited to lead the charge orHispanic social media marketing

Jose Villa: I have some thoughts on that, and these are not mynoble ideas. I think Forrester broke this down. I don’t thinkanyone is really suited. There’s a cool chart you guys shouldlook it up. None are per ectly suited or what we need…PR getsour medium better that I would argue, even digital agencies, ortraditional agencies, they understand


“What’s ascinating to me is that because the Hispanic audience relies heavily on dialogue amongst themselves...their social media networks are much stronger than the general market’s” Gavin Twigger, Deiste


continued on page 11


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the concepts o creating a dialogue, but PR doesn’t have the techtools….

Several people: I do...we do...

Manny Ruiz: Anybody can launch a blog nowadays…Jose Villa: But you can’t outsource the tech somewhere else all thetime because they may screw it up, I mean I don’t think anyone isset up per ectly.

David Henry: Let’s look at Facebook, i you are looking atconversation, well maybe PR is better, but i you are buying ads,then PR is not or doing that, so there are all these di erentelements. I you talk to PR they are going to talk about theconversation. I you talk to an advertising agency they are going totalk about buying media in the correct spots. I you talk with digitalagencies they are going to have their part, everybody is trying toclaim this because they are looking it rom their own POV.

Sonia Sroka: I think we are discovering that even though there aredi erent points o views, their points o views are blurred…

Jose Villa: The good news is that the clients don’t know...

Sonia Sroka: We give our clients options, we have alliances, wework with sister agencies, but we give our client a one-stop shopbut we are not...

Paul Rand: What a good client is now is di erent to what it wasyears ago

Manny Ruiz: you got to be care ul now….

Everyone: ((laughter))

Paul Rand: Best clients say, “ these are our partners and weknow our brand.” They are success ul because they have a

clear understanding o their brand as well as how it should berepresented. When it’s all said and done, the brand needs to betalked about in the right way and all conversation should eed backto some uni ying idea.

Sonia Sroka: That’s an ideal client.

Amy Zubizarreta: Well that’s what we are. Just to give you an idea,rom a corporate perspective, when we have, a campaign, we will

bring advertising, marketing and public a airs. At a corporate levelthe executives will come and decide what the campaign strategyis going to be and it will most likely be multi-plat orm and it willinvolve each component, advertising, marketing and PR, so we

go back to our retainers that we have with our agencies o record,and we give them a task o the scope o what we need to getdone. We will have a kick-o meeting and they will all collaboratetogether.

Manny Ruiz: Well Amy, isn’t State Farm a mature Hispanicmarketer? What about the newbies to the market, Debbie?

Deborah Charnes: What I was going to say is, going back tosomething David said, it’s all about the strategy. We don’t haveclients come to us and say, ‘Okay we want a social plat orm’.What we do is we go rom the ground up; you know, we haveinterdepartmental pow-wows, and decide what we are going todo. Sometimes it’s social, sometimes it’s traditional media; we lookat it holistically, we are all di erent groups sitting together in anagreement.

Monica Ragutinane: I I may add, rom the client perspective,

The Hispanic College Fund, or us, we know who we are; we area non-pro t organization that develops the next generation oHispanic pro essionals, and part o that is having an educational

development continuum, so or us, i we were to go to agencies,we know who we are, but we need people to help us unnelstudents that we need to really reach. The bottom line about ourmission is to get unding or those students, so or us, we wouldreally love to have an integrated approach whether or not that’swith three agencies or one agency, and obviously we are non-pro t, so (we need) the most a ordable plat orm. From a clientperspective that’s what we are really looking or; it’s just whoeverhas the best marketing strategy that can hit those two bottomlines.

Jose Villa: To be realistic, everyone is looking out or their ownbusiness, that’s the real answer; everyone’s looking out or ‘mybottom line, my business, my group’...

Manny Ruiz: I don’t know any PR agency in the whole world thatwould ever say: we need to go to Sensis to do a Hispanic websitebecause we don’t do that ourselves.

Jose Villa: Yeah everyone says they know how to do it. Yeah Iwould argue in the top tier, you are going to have some type ore-organization, consolidation... Because I don’t think that thecurrent structure o traditional PR, digital, direct media buying, Idon’t think that’s going to exist…. I don’t think media buying rmscan survive as structured, I don’t think PR


“I think more than ever, corporations, especially mid to upper managers, are being challenged...they are being asked to do more withless, so advertising companies, PR, everyone, needs to come to the table and be much more creative than be ore...relationships may go by the wayside. It’s all about results now.” Aymee Zubizarreta, State Farm




Who’s Best Suited to Lead HispanicSocial Media Marketing?

You may be surprised to learn what type o agency might be bestsuited to lead Hispanic social media marketingLet’s just put this to rest right now: not one type o agency – not PR,advertising, digital or word o mouth – is worthy o “owning” the entireHispanic social media marketing space. It is ridiculous or anyoneto say that any type o agency should “own” Hispanic social mediamarketing when in act all types o agencies have something special topotentially contribute to it.The rhetorical question then is not who deserves to own Hispanicsocial media but rather who is best suited to lead it? The word “lead”is important because it suggests that when it comes to Hispanicaccounts, marketers almost always do what comes natural: theyassign one agency or another to lead their e orts. Nine out o 10times it’s always been the advertising agency.

That traditional assignment model is already changing and that’s the

rub here because social media marketing represents a paradigmshi t that will only get more pronounced with time. The more tractionsocial media makes with Hispanics (and studies show Latinos areravenous users o it) the aster Hispanic brands will determine who isbest suited to lead their Latino social media e orts.

Based on my experience as a marketing pro essional as wellas numerous interviews and interactions I regularly have withbrands, agencies and marketing associations, I’ve developed anin-depth analysis that’s meant to outline the various processes andstakeholders that would typically be involved in Hispanic social mediamarketing initiatives.

In order to analyze the di erent elements o Hispanic social media

I compiled a chart that accompanies this story and divided eachtask as best I could into 20 di erent categories ranging, more or lesschronologically rom strategy to implementation to measurement. Ithen arranged the chart listing PR agencies, advertising agencies,digital agencies, word o mouth marketing agencies and clients. I I

elt a particular marketing entity was solidly suited or a speci c role inHispanic social media marketing I gave them a listing o “Advantage.”I they were not strongly suited or it, I le t them blank.

Following the chart is a more detailed explanation or each o the 20categories and why I elt some types o agencies stacked up betterthan others in di erent areas. At the conclusion o this overviewis a nal analysis that might surprise you so enjoy and join theconversation.

(Note that this chart is true or many o the di erent types o agencieslisted but does not necessarily refect those who may have hybridcomponents o other types o agencies) .

ANALYSIS



S A N C H E ZR I C A R D O

AGENCY

THE

...when it comes tomulticultural communication,

authenticity is key

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Who’s Best Suited to Lead Hispanic Social Media Marketing?, cont.

The chart below is meant to categorize the di erent types o duties usually involved in Hispanic social media marketing. Pleasenote that there is o ten overlap in the types o capabilities o ered by advertising, PR, word o mouth and digital agencies. Everyonewants to theoretically say they can comprehensively ul ll all o the categories listed below but in practice this is rarely the case.

Category PR Agency Ad Agency DigitalAgency

Word of MouthAgency

Client(Marketer)

s y/P a v a v a v a v

W v pm -- -- a v a v --

F k, tw v pm a v a v a v a v--

a v c v -- a v a v -- --

W -- a v a v -- a v

M b y -- a v a v -- --

h p aPP -- -- a v a v --

s e op m z (seo) -- -- a v a v --

l v a b y -- a v a v -- --

W k w h p p -- a v a v -- --

ev m k a v a v -- a v --

M P M k a v a v a v a v

s m v / a v-- -- a v --

b a v -- -- a v a v

e M a v -- -- a v --

c m v a v -- -- a v a v

a / P p a v -- -- a v --

c c mm a v -- -- a v a v

M m a v a v a v a v --

o m mm y a v -- -- a v a v

Final tallY 12 a v 10 a v 12 a v 15 a v 6 a v

©2010, 2010-2011 U.S. Social Media Guide, copy right 2010


Comparison Chart of How Different Agencies Compare in Hispanic Social Media Space






STRATEGY/PLANNINGEvery type o agency has something unique and power ully di erentto o er marketers at the stage o planning and strategy. I called thispart even among the various players because theoretically everyone o

them could easily belong in this crucial conversation depending on theclient and their needs. What products or services they plan to marketand who internally is leading the marketing or the client organizationo ten dictates who will be called to strategize or the brand. Thestrategy stage is one o the ew acets o the Hispanic social mediamarketing grid where everyone in PR, advertising, digital and word omouth are equally weighted because o their potential contribution tothe process.

WEB SITE DEVELOPMENTSpanish and bilingual web site development is no longer the ultraspecialty that it used to be ve or 10 years ago. I struggled to givethe advantage in this category to digital marketing and word o mouthagencies because nowadays most any decent marketing agencycan create a solid Hispanic web site. The main reason I gave theadvantage to digital marketing and word o mouth agencies is becausetoday’s newest specialty are Spanish and bilingual web sites that arealso optimized or SEO and social media. Those are specialties o thedigital and word o mouth agencies. It’s only a very slight advantagebut as o right now it is still a di erentiator or digital and word omouth agencies.

FACEBOOK / TWITTER DEVELOPMENTNo particular type o agency has the advantage in this category.Agencies who regularly do social media know how to create the

identities and simple creative components to create a brand’spresence on Facebook, Twitter or blogs. The more important part is notwhat the Hispanic social media tools look like but rather what will thatpresence on these plat orms mean and what will the content they haveconsist o . These components are in a di erent category with theirown rankings.

ADVERTISING CREATIVEAdvertising and digital marketing agencies are the masters o creativeadvertising campaigns so this is an easy one to evaluate. Even themost respected Hispanic PR or word o mouth marketing agencieswon’t argue that. The only PR agencies that are best suited to helpwith creative are those who like Ketchum, Fleishman and PorterNovelli are owned by companies like Omnicom because they canleverage their advertising shops to work together with their PRagencies.

WEBISODESAdvertising agencies and digital shops have the proven chops to scriptand create quality webisodes. PR and word o mouth agencies aretypically at a strong disadvantage in this category but ironically thereare a growing number o independent lmmakers that potentiallymake this di erence irrelevant because they can work with anyonethat wants to produce webisodes and other Internet-based programs.

MEDIA BUYINGMedia buying has long been a staple o advertising and will likelynot quickly. Historically, PR shops that have tried to do this, have

ailed at it.

HISPANIC APPSDigital agencies, word o mouth agencies and even Hispanic portalsare all best suited to create Facebook, smart phone and videogame APPS. That is not to say that PR and advertising agenciesaren’t capable o working with consultants to develop a Facebook,blog or iPhone APP but when it comes to creating these rom startto nish, you generally want to work with the pros. Right now thosepros are at the digital and word o mouth agencies.

SEARCH ENGINE OPTIMIZATION (SEO)They say Search Engine Optimization (SEO) is part marketing andeven more science so the ones best suited to help you with SEOstrategies or your web site and blogs are digital and word o mouthmarketing agencies. Everyone is talking more and more aboutSEO but the ones who get it right now the most are these types oagencies.

LEVERAGING AD BUYSThis category may seem a peculiar addition to this grid but it’sactually valid because it is no secret that advertising agencies cansuccess ully leverage o fine and online ad buys or avorable mediacoverage o companies and products, especially when it comes tolarge brands. The ones who do this best are the advertising anddigital marketing agencies.

WORKING WITH HISPANIC PORTALSDigital agencies and advertising agencies have the longest historyo dealing directly with Hispanic portals and ad networks. Thesetypes o agencies understand best how your brand can leveragethese portals to advance your social media marketing presence,especially during the initial stages when you may need theseportals to build traction or your web sites and social mediaplat orms. The irony with Hispanic portals like Univision.com,Terra and Yahoo en Español is that they are terri c repositories orcontent but many Latinos are choosing to do most o their hardcoresocial media posting on non-Latino plat orms like Facebook,

individual blogs and Twitter. In most cases brands are payingportals or social media initiatives that could shi t globs o their ownaudiences to other brand-centric plat orms.

EVENT MARKETINGPR, advertising and word o mouth marketing agencies are equallystrong at helping brands execute e ective event marketing. Digitalagencies are traditionally not used to conducting branded outdoormarketing events.

MOBILE PHONE MARKETINGEveryone is even in this category








because mobile phone marketing nearly always involvesworking with third party providers like Hipcricket or SMS, APPadvertising and other mobile phone marketing campaigns.Anyone can purchase and customize the service.

SOCIAL MEDIA CONVERSATIONS / ORIGINAL CONTENTThe champions at creating and sustaining online conversationsare PR and word o mouth marketing agencies. There islittle dispute about that even though there are some notableexceptions in the Hispanic advertising world with agencies likeThe Vidal Partnership, Bromley and others who actually have topcaliber PR talent on their teams. Still, these are currently theexception and not the rule.PR and word o mouth agencies are also much more adept atconsistently creating and managing original, conversational-styleweb content or plat orms like blogs, Facebook and Twitter.

BLOGGER RELATIONSBlogger relations is a very hot topic right now in Hispanic socialmedia because major brands like General Mills are searchinghigh and low or Hispanic bloggers that they can work with tobecome potential brand ambassadors or spokespersons. I youhave any doubt about this important trend note that at the recentre-launch press event o General Mills’ QueRicaVida.com website the company few in more than 34 Latina bloggers. Bloggerrelations, like its media relations cousin in traditional PR, arethe specialty o public relations and word o mouth marketingspecialists.

EARNED MEDIAEarned media is a large part o what PR and word o mouthmarketing do best. Generating interviews and press coverage oand online can play a pivotal role in creating viral buzz or socialmedia campaigns and initiatives as well as the plat orms wherethey reside.

CUSTOMER SERVICE RELATIONSMonitoring Twitter in English and “en español” has become atop social media job or Hispanic marketers like State Farm,Walmart and Southwest Airlines. These companies have active“listening” teams who monitor or content that may indicatecustomer rustration, rumors or even controversy. Although PRagencies and word o mouth marketing agencies are able tohandle monitoring duties or brands, marketers are requentlybetter o monitoring their own customer care issues. Thegeneral consensus appears to be that most o the major Hispanicmarketing brands do their own customer service monitoringthough sometimes they will enlist their agencies to help them,especially when dealing with a crisis.

ALLIANCE / PARTNERSHIP BUILDINGAlliance and partnership building is another core competencyo PR and word o mouth agencies. These are the organizations

that companies turn to most o ten when it comes to buildingrelationships or alliances with key Hispanic stakeholders andorganizations.

CRISIS COMMUNICATIONSAs Walmart’s Lorenzo Lopez, director o corporate communicationsstated recently at the Hispanic PR & Social Media Con erence, when allhell breaks loose or a company on the Web, there’s usually one groupo marketing experts everyone turns to to put out the re: the PR pros.The biggest challenge or Hispanic marketers isn’t just that it’s asterand easier than ever or somebody to post content or uel rumors on theweb. Making matters worse is that customers can post negative contentto more plat orms. A crisis can spread very easily through increasinglyinterconnected social media plat orms like Facebook, Twitter and othersocial media. Smart companies have strong PR contingency plans

or crisis and in the online space that means PR and word o mouthagencies have the advantage.

MEASUREMENTHispanic social media measurement is in its in ancy but a variety owell-developed tools are now available (see accompanying story in thisGuide) that already allow marketers to gauge Hispanic visits, audienceperception and more. In my view, - though some can argue that thedigital and word o mouth agencies appear to have a slight advantagebecause o their razor- ocus on digital marketing - I don’t think anyonehas a clear advantage in this arena. That’s because when you digdeeper you realize that what several agencies in PR, word o mouthand advertising brand as proprietary measurement are almost alwaysre ormulated ways o mixing and matching existing social media

measurement tools. That’s smart and good o them but what it reallymeans is that everybody in this space should work harder to have theirown ormula beyond counting the number o visits, viewers and anstheir campaigns generated.

ONGOING SOCIAL MEDIA COMMUNITY BUILDINGOnce a brand has created its strategy, leveraged its advertising andgenerated tra c or their campaign, the key is long-term, sustainedengagement. The nal stage o the Hispanic social media grid is allabout continuing to build the social media community that was created.I you look long and hard at what work this task entails it is all aboutone to one, conversational-style, engagement marketing. As o today,based on how most Hispanic advertising agencies are con gured, we’retalking about a role that is super suited to the public relations and wordo mouth agencies.

SUMMARY ANALYSIS AND KEY QUESTIONSI you look at the graph and summary comments care ully they revealpockets o strengths and weaknesses or all the types o Hispanicagencies listed. The chart also eatures some surprises, includingthe act that whoever most closely resembles the new breed o PR,the word o mouth marketing agency, will be in a very strong position.Below is an analysis o where I think each o the players main strengthsand weaknesses lie. Below is a summary






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Focus on experience rather than a campaign: You do not “launch” asocial media campaign - you begin a social media e ort. There isno nite start or end date.

Find the right agency that knows their role: Agencies should beconduits to the community you are nurturing and help you listen,learn, direct co-creation and acilitate the discussion.

Embrace loss o control: The most e ective social media programsencourage consumer co-creation and creativity.

Test & Learn: there is no exact roadmap or building communitiesonline; instead you should look to ail cheaply and quickly, anduse iteration to gure out as quickly as possible what works.

Begin with a Plan

The process o building a Hispanic online community starts like

any good commercial initiative – with a sound strategic plan.1. Start with Listening. That sounds easy enough, but this goesagainst most marketing, PR, and advertising pro essional’s DNA.And you don’t need to commission complex, expensive and multi-month research projects (put down the phone to your avorite FocusGroup moderator). Some tried and true research tools combinedwith new digital listening tools can provide power ul insights to guideyour community building strategy, including:

These insights are absolutely critical as you try to identi y what

unique value you can o er Hispanics to join your community,particularly vis-à-vis general market initiatives. This listening mighteven in orm you that a stand-alone Hispanic community doesn’tmake sense.

How to Build and Manage a HispanicOnline CommunityBy Jose Villa

SOCIAL MEDIA HAS FUNDAMENTALLY changed mass marketingby providing an unprecedented opportunity to establish scalableand deep relationships with consumers. That sounds like anoxymoron, but in act, social media provides the ability to establishthe types o intimate relationships previously only possible at retailpoints o sale, local event activations, and customer service callsthat involve signi cant “physical” costs. With the advent o large,ubiquitous social media plat orms, marketers have the ability tobuild virtual communities o consumers that have “opted in” to havea relationship with a brand, product, or organization; representingthe most valuable “customer list” we have yet seen in the marketingworld. Whether it’s a Facebook page list o “Likes”, a Twitter

ollowing, MySpace “ riends”, blog or YouTube subscribers, or anyo the countless other ways to engage with a brand via social media,building these online communities are now at the heart o e ective

marketing or all brands, products and companies.Using social media to engage Hispanics arguably represents amore promising and organic opportunity than in the general marketbecause:

Hispanics spend more time on social media sites than their•

general market counterparts (Korzenny, 2009)

Hispanics have larger o fine social networks (larger•

households and extended amilies, most live in densely Latinocommunities)

Since social media unctions well as a low-cost•

communications tool, it has enjoyed a direct network e ectwith Hispanics (i.e. the more people register onto a social

networking Web site, the more use ul the Web site is to itsregistrant)

A growing group o Hispanic “e-Infuentials” use digital media•

to recommend products, blog, and warn their larger socialnetworks about product problems (Burson-Marstellar, 2008)

Changing Your ApproachBuilding a Hispanic online community involves shi ting how mostmarketers think about their trade. Some di erences are subtle,others are not. A couple o key concepts to keep top o mind whenlooking to build a Hispanic online community:

Shi t rom “Push” to “Pull”: everything you do in social media willrequire a compelling enough value proposition that a Hispanicconsumer will choose to “pull” in ormation rom your organization,as opposed to simply “pushing” unwanted advertising or content onthem.

Understand the 1-9-90 rule: Only 1% o your community will be“creators” who drive large amounts o the social group’s activity; aslightly larger 9% o users will act as “editors”, sometimes modi yingcontent or adding to an existing thread, but rarely creating content

rom scratch; and the remaining 90% majority o the community willbe a passive “audience” who simply observes.





2. Understand Your Audience. Understandingand planning how you will interact with yourtarget Hispanic consumers will require a deepbehavioral view into their goals and digital

behavior. Demographic and psychographicin ormation provides a 2D picture, but buildingPersonas provides the all important 3rddimension necessary to understand what youneed to providethe communityto be success ul. A persona is a userarchetype - synthesized romethnographic research (gathered

rom “listening” techniques listed above)and Web data and then summarizedin one- to two- page descriptions thatinclude behavior patterns, skills, attitudes

and environment combined with a ewctional personal details to bring the

persona to li e.

3. Find the shared ideal. What are thecommon values your brand, productor company and Hispanic consumershare? Armed with the insights gathered

rom listening to Hispanic consumers and using behavioral guidanceprovided by your Hispanic Personas, youcan start to identi y ideals where your targetHispanic consumers and brand/companyalign – personality traits, values, bene ts, and/or attributes. This ideal

is the basic plat orm or a central idea, most e ectively expressed asthe story you will tell to build your community. This is another criticalstep in de ning the di erence between Hispanic and general marketcommunities.

4. Develop a Social Media Roadmap. Armed with research, a clearpicture o your target Hispanic audience, and a story you’re going totell to keep your community engaged, you need to develop a Hispanic

social media roadmap. The most important step in developing asocial media roadmap is prioritizing – social media involves multiplepotential plat orms (see g. 2).

Personas and our “listening” research will provide insight into whichplat orms are most viable and appropriate or your particular Hispanictarget. While social media is typically ree o the “hard costs” omedia placement, it is very resource intensive, particularly when it

comes to content. This prioritization is best summarized in a socialmedia roadmap, a temporal plan that details a phased approach ohow you will enter social media to strategically engage Hispanics, byprioritizing 1-3 plat orms per phase, usually in a 2-3 year time rame.

In today’s ragmented and socially-driven media world, brands needto look at how they use their owned media (e.g. Web sites, Facebookpage, content, etc.) harmoniously with paid and earned media.Forrester Research has summarized this balanced approach withtheir “Holistic Media Model” below:

5. Create Your Owned Media Plat orms. This is the nuts and boltsphase where you take your Priority 1 plat orms rom your Hispanicsocial media roadmap, and customize, brand, and populate thoseplat orms. I it’s a Facebook page, you will want to name your page,determine how you will use your tabs, design a logo on the main page(Wall), and establish your content strategy. I you have the resources,

I strongly suggest dra ting a Social Media Style Guide to ensure aconsistent voice, tone, and standard o quality or content distributed

by your brand via social media channels6. Identi y and Sta a Community Manager. This is an o ten overlookstep that can doom your Hispanic online community rom the start.Building a community can usually be accomplished by using yourmarketing, corporate communications or brand team. Managingyour community usually cannot. Why? Well one, it’s time consuming(see point under Social Media Roadmap). Two, a good communitymanager usually requires a di erent skill set, part moderator, partcustomer service, part acilitator. I you community i heavily Spanishspeaking, you will need a native speaker who can write pro essionallyand colloquially in Spanish.

Build Your Community7. Build Your Base. With a sound strategy and key social mediaplat orms in place, it’s time to begin building a community. Start bymaking sure you have well-thought-out content and / or an editorialplan. I you don’t have a community o Hispanics actively discussingyour brand/product/company, you will need to “seed” initialdiscussions, and that means content. Where will this content come

rom, how o ten, what language? All questions you must address.This initial community will be your oundation.

How to Build and Manage a Hispanic Online Community , cont.


g. 2

Earned Media“the result”

Paid Media“the catalyst”

OwnedMedia

“theportablebrand”

•Facebook• Twitter•Content•Web sites•Microsites•Mobile site• Videos

• Social dialogue• WOM activity• SEO traffic• Social media tracking•Press coverage• Blog activity

• Display ads• Paid search• Social media ads• Traditional media} {{




8. Leverage Paid Media as a “Catalyst”. Although paid media shouldbe viewed as a luxury instead o a requirement, there is no denyingthe importance o using targeted paid media as a catalyst to kick-start the growth o your community. Facebook provides the ability to

launch targeted cost-per-click text ads to build your “Friends.” Twitter just launched sponsored tweets which can help grow a ollowing.Paid search text ads can be highly e cient in targeting Hispanicconsumers that t your Personas.

9. Measure Earned Media Results Using Tracking Tools. The resultso your Hispanic online community initiative will come in the ormo earned media. However, to e ectively track these earned mediaresults, you’ll want to leverage the numerous social media trackingtools (ranging rom ree to signi cant monthly ees) to create adashboard o measurements o :

Review/Ratings•

Blog / Forum mentions & comments•

Tweets•

Volume•

Consumer sentiment•

Web analytics•

10. Start a dialogue with key infuencers. Try to identi y key“infuencers” in the Hispanic community who have some connectionto your brand and / or story. I you’re in health care, identi yprominent Latino health care thought leaders who are active in social

media. Personally connect with them and invite them to be involvedin your community. Your goal is building a community and acilitatingconversations.

11. Syndicate Content. A well run community will produce a steadystream o content. Make sure you take advantage o all the technologyavailable to integrate and distribute it to other plat orms and a nitycommunities. Allow people to subscribe to RSS eeds. Integrate yourFacebook page Wall with your Twitter stream. Make your contentportable and easy accessed, on as many plat orms as possible.

You need to be patient, but i you ollow this step-by-step approach,you will start to build a Hispanic online community and jump ahead oyour competitors in this game-changing environment.

About the author: Jose Villa is the ounder and president o Los Angeles-based Sensis, a ull-service advertising agency providing digital-centric solutions. His e-mail is [email protected] . His Twitter is @jrvilla

How to Build and Manage a Hispanic Online Community , cont.




By Gaby Alban

LIKE IT OR NOT, CONVERSATIONS about your company andbrand are more than likely already taking place on social networks

in Spanish and English. And you can bet that your customers,your employees and your suppliers are engaged in these onlineconversations, collaborating beyond the corporate rewall, outside oyour traditional communications planning.Old-school, top-down marketing campaigns don’t address this ever-changing web environment and the growing importance o socialmedia—or the power they have to infuence consumers’ decision-making processes. These days, most companies have developedsome semblance o a social media strategy, but ar too o ten it is parto a speci c marketing initiative or relegated to a particular silo suchas emerging markets, public relations or, i it is community-based,Hispanic marketing. Furthermore, these “new media” campaignso ten ocus only on customers, ignoring the immense networkingvalue o employees, riends and suppliers, and limiting the abilityo the social media campaign to deeply in orm the company’s ownmarketing team.

The good news is that by dedicating resources to support theseorganic networks, you can help them grow and fourish, broadeningthe reach o your traditional public relations and communicationsstrategies. Consumers are bombarded with marketing messagesevery day. Su ering rom marketing atigue, they’re ar more likely torespond positively to a recommendation rom a real, live individual—the kind social media osters—than to yet another corporatemarketing piece. Social media is the uel in today’s world o word-o -mouth marketing. Good social media campaigns o er many tools to

harness the power o these relationships and track their infuence—by quanti ying reviews, comments, non-corporate blogs, employeeblogs, likes, photos and links—to gauge brand loyalty, sentiment andengagement.

E ective social media campaigns tap into the vital onlineconversations that are already happening, creating and supportingpower ul networking opportunities. They also unleash criticalin ormation about your customer base. By recognizing—andleveraging—the new social media reality, well designed socialnetworking campaigns increase brand loyalty while simultaneously

eeding critical market in ormation back to all levels o theorganization in real time. The result: a boost to the company’s image

along with increased productivity, responsiveness and ability to reactto market changes—the keys to success.

These seven simple rules can help you implement stellar socialnetworking campaigns and manage your brand’s positioning in thesocial media environment:

Provide employees and close suppliers a set o guidelines1.

or posting.

Identi y core internal and external individuals who currently2.

use Social Media in Spanish and English. They are your rst

resource or listening to conversations about your brand.

Clearly de ne your target audience. For example,3.

while Hispanics are uni ormly heavy mobile usersacross demographic categories, their usage habits and

applications vary widely based on age, income and location.Once your target is de ned, be deliberate in choosing4.

applications. Select applications and plat orms thatappeal to your core audience and are appropriate oryour message. Take the time to research exactly whereyour target audience is, taking into account that di erentcultures and age groups will connect using di erent toolsand may have di erent language pre erences.

Measurement and time rames are equally important. Give5.

any e orts enough time to have an impact and measure itagainst actual business goals, not just posts or hits.

Listen to eedback. Success depends on your ability,6.

willingness and fexibility to assimilate process and respondto eedback. Just collecting it doesn’t count.

Don’t get stuck on the numbers. Quantitative data is7.

important, but qualitative data is just as valuable. Listen towhat your core infuencers have to say and respond to theirinput. Spending time with high quality eedback will returnas much as all the other data metrics you can track.

At rst glance, the current social media environment seems to havechanged everything, but the truth is that this new reality has onlybrought certain long-standing business realities to light—and asa result turned them into power ul tools. Employees, customers,

suppliers and partners have always networked with each other,but in the past it was impossible or marketing departments toeasily harness these broad connections. Social networks makethese relationships transparent, providing business managersan unprecedented view into their inner workings. The key nowis to embrace this new reality, joining and supporting these vitalconversations, rather than trying to block or control the interactions.The rewards are priceless: Your organization becomes more agile,connecting employees, partners, customers and suppliers; boostingcustomer engagement and brand loyalty; and deepening yourrelationships with your customers to enable delivery o superiorcustomer support. These, a ter all, are the keys to success in anybusiness environment.

About the author : Gaby Alban is co- ounder and COO o Conexión.

Her e-mail is [email protected] . Her twitter is @gabyalban

Social Media Is a Fact of Life — And the Key to Success




Hispanics and Social Media: A 23 Million Person Conversation.

By Armando Azarloza

THERE’S A PARADIGM SHIFT happening in the multi-culturalmarketing landscape. For the rst time ever, Hispanics are just aslikely to come home a ter a long day at work, spread out on thecouch and cozy up to their avorite social media site with their avoriteprimetime TV shows glowing simply as backgrounds. Latinos areincreasingly engaging with their amily and riends on their pre erredblogs, video sharing sites, Facebook and Twitter.

These tech savvy millions now look to social media websites as theirprimary mode o communication, conversation, and entertainment.We’re witnessing a dramatic migration rom things like the telephoneto online social media and marketers have taken notice. While overallU.S. ad spending is generally down or fat, multi-cultural ad dollars inthe digital space are booming.

According to various studies, social media usage by Hispanics is

outpacing that o non-Hispanics. This is partly due to the act thatthere is limited, culturally-relevant, original content in Spanish onlineand Hispanics in general, tend to be drawn to the collective valueso their respective communities. Social media enables them to meet,interact and engage with culturally similar groups o riends and

amily, some who are o ten geographically dispersed.

Simply put, culture is the universal constant that binds these socialmedia communities together. And understanding that is key tocreating any long-term, multi-cultural brand-building initiative in thesocial sphere.

Social media o ers us an unprecedented opportunity to leverage thetechnical capabilities the plat orm provides, allowing marketers toreach out and engage Hispanics in a nely tuned, culturally-awarebrand conversation. Care ul study, planning and analysis will help usunderstand why our consumers are using social media to begin with.Are they talking about music? Keeping in touch with amily in LatinAmerica? Sharing their culture, experiences or connecting with othermembers o their community?

Once we understand and recognize all these various actors, weas marketers can engage Hispanics with culturally-relevant andinteresting content that stimulates discussion, eedback and sharingthat helps our brands become an integrated part o their conversationand their community.

A success ul social media strategy depends on a deep understandingo the culture o our audience, displaying an openness towardspositive and negative comments and deploying dedicated resourcesto maintain a social media presence. This unique ability to reach andinteract with millions o Hispanics online allows companies to join theconversation and deliver a brand message to a ocused audience. Inthe process, corporations can earn the trust and long-term loyalty oLatinos.

There are 23 million Hispanics talking online. Are they talking aboutyour brand? With the proper social media strategy, they could be.

About the Author: Armando Azarloza, is president o The Axis Agency, one o the nation’s leading multicultural marketing agencies. Azarloza can be reached at

[email protected] and on Twitter @360culture.

DEGREE MEN: AN ONGOING CASE STUDY

Since the beginning o Q4, 2009, the Axis Agency

has been working to establish Degree Men: Siempre

En renta El Reto as one o the top leading brands in

the Hispanic Social Media Space.

Facebook has provided the best opportunity to

establish rich consumer engagement and brand

conversations with the brand’s target audience.

The Degree Men: Siempre En renta El Reto community

is strong and actively growing on a daily basis.

QUICK CAMPAIGN FACTS:

40,620 Facebook ans

18,565 total interactions

7,532 comments

9,920 likes

226,281 page views




By Manny Ruiz

IF YOU SCOUR THE LATINO WEB as o ten as I do, you’ll noticethat one o the biggest trends right now is that not only are Latinosde nitely engaging more through social media but that they areproducing unique content as bloggers as well.

I’ve only been blogging daily or a year but it has taken me a shorttime to see the dynamic array o blogs emerging in what we call theHispanic blogosphere.

I you want to nd a “mami blog” - easily one o the top three contentcategories in the Hispanic blogosphere - take your pick. There are atleast 24 (and counting) mami bloggers that I’ve identi ed and each oare as varied as the amily lives they live. Want a good blog that talksculture or politics in general? Sit down and learn about one o themore than 50 quality ones out there.

Latinos are increasingly creating blogs to make their viewpointsknown and many are getting very speci c in what they write about inSpanish, English, bilingual and even Spanglish. In the true spirit oblogs, Latinos are even blogging regularly about such hyper speci ctopics as taco establishments in Austin. (Don’t believe me? Go toTacoJournalism.com).

As a blog publisher o two sites ( Hispanic PR Blog and PapiBlogger ),I have the unique opportunity to hear both sides o the conversationstaking place around Hispanic blogs. Leading brands are studyingor asking their marketing agencies to investigate every known Latinoblog that strategically ts their marketing initiatives, products, brandsand/or services. From the viewpoint o Hispanic bloggers, the issue isusually about how to continue producing great original content in oneor two languages and possibly make a living at the same time. (Onesage marketing blogger has noted that more than 98% o blogs arenot viable businesses).

VETTING THE BLOGS AND YOUR EXPECTATION

As a marketer targeting Latino consumers, the rst step in workingwith Hispanic bloggers is knowing who are the quality ones to workwith. The de nition o a good Latino blog is highly subjective butin general the best blogs are well written, publish consistently (atleast three times a week ) and have a very de ned editorial criteria.Without these elements Latino blogs typically won’t gain a loyal,growing audience.

Remember that most Hispanic blogs can’t be measured side by sidewith the audience numbers o a major Hispanic portal. Most o thebest ones have just a couple thousand unique visitors. They haveas ew as 1,000 ollowers or more on Twitter and/or Facebook.

The tricky part is that the number o visitors and ollowers are onlypart o the story. Most seasoned social media marketers will tell youthat the criteria they use or judging bloggers is not just the numbero ollowers the blogs have but also who is ollowing them and whatis the quality o those interactions. It boils down to quality ollowers/ audience vs. quantity, which is precisely why savvy marketers are so

interested in learning more about Hispanic bloggers.The nal actor to keep in mind about Hispanic bloggers is that mosto them all into one o three types. Some blogs exist just to get reestu . Others depend wholly on what they generate through theirblog. The third type o bloggers are the ones who are passionateabout a topic or issue and don’t have any speci c interest in eithergetting ree stu or generating revenue. Many blogs all somewherebetween the rst and second types listed above.

I you are a marketer trying to learn the ins and outs o working withLatino bloggers here are a couple o top tips you need to know abouthow to e ectively collaborate with them.

How to Effectively Work with Hispanic Bloggers

General Mills’ re-launch o QueRicaVida.com included

ying more than 34 Latina bloggers to Miami. Some o

the nation’s leading bloggers are pictured here with the author o this story and

publisher o PapiBlogger Manny Ruiz.




http://www.papiblogger.com/





KNOW THY BLOGGER

In two con erence sessions with and about Latino bloggers at the2010 Hispanic PR & Social Media Con erence everyone heard the

No. 1 complaint Hispanic bloggers have about marketers: they callus without knowing who we are. This is the rst cardinal rule aboutworking with any and all Hispanic media and it is no di erent withHispanic bloggers.

Some o the top Latino bloggers are ormer journalists with littletolerance or this mistake but even those who weren’t journalistsshare the same mindset.

“Read our content be ore you call us,” says Ariel Coro, publisher othe technology or Latino newbies web site TuTecnologia.com and anationally syndicated tech journalist. “Know what we talk about andhow we talk about it. I get tons o generic emails rom PR pros whodon’t know what we do and it makes me upset because they wastemy time with irrelevant content.”

In that same context, some bloggers say that it helps when peoplepersonalize their pitch. Many bloggers are also ond o adding anyexisting product videos to accompany the stories they will post orproduct-speci c stories.

CONTACT THE BLOGGER BEFORE SUBMITTING

Most Hispanic bloggers accept products or services or review. Thebig rule o thumb is to not submit a product or review without rstspeaking with the blogger. They generally don’t want to reviewproducts or services that they may not like, a act that works inmarketers’ avor.

DON’T ASK BLOGGERS TO REVIEW SOMETHING THEY CAN’T KEEPGiven that bloggers rarely get paid to review products, don’t bothersending them a product they can’t keep. Our time is worth moneyso many times the items that we review are the only compensationwe get or our time, said mommy blogger Roraima Lassanske o thehip, Spanish-language site Mamå Contemporånea.

Car reviews, vacation packages and other items that are eitherintangible or ultra high luxury are a ew o the exceptions to thekeep it rule. (Per FCC rules, anytime a blogger accepts any gi t

rom any company they must ully disclose it online).

How to Effectively Work with Latino Bloggers, cont.

DON’T BE PUSHY

Contact bloggers about working with you but don’t harass thembecause in most cases this is NOT their job. Most Latino bloggersdon’t get paid so they don’t want to eel like they are getting paidunless they are.

KEEP YOUR PITCH SIMPLE AND DIRECTSome bloggers complain about being pitched by marketers who arenot only clueless about who they are but also what exactly it is theywant rom them.

“They have these convoluted pitches and sometimes are not directabout what it is that they really want,” says Lassanske. “Be directand be honest about what it is you really want.”

BLOGGERS PREFER FINANCIAL COMPENSATION

Most bloggers understand that part o why marketers reach out tothem is to get their endorsements in return or products or services.Although that’s a universal act about blogging it doesn’t meanbloggers aren’t being creative about getting money rom marketers.

In order to better monetize their blogs some bloggers sell sponsoredposts, ad sponsorships as well as host product giveaways and evenserve in some cases as product ambassadors and/or spokespersons.

The cost or working with Latino bloggers varies greatly rom bloggerto blogger but the principle is that bloggers want brands to consider

partnering with them with cash and not just products.“When I get paid, I don’t just post a story on the blog, I also promoteeverything on Twitter, Facebook and my other orums,” saysLassanske. Some Latino bloggers like Coro argue that when giventhe opportunity they can even serve as an extension o the marketingteams that contract them.

FOLLOW UP WITH GIVEAWAYS

A couple o Latino bloggers say they are more care ul than ever aboutdoing giveaways because they have had instances where marketers





used them to promote a giveaway and then those marketers neverrewarded the winners.

“It’s happened to me twice with toys,” said one blogger who did notwant to be identi ed. “It’s really embarrassing to leave your readershanging like that so I’m more care ul now.”

PERSONALIZE AND PITCH PRODUCTS/SERVICE THAT ALREADY EXIST

The nal tips are all about personalizing the pitch. Bloggers typicallywant to be addressed personally and want to be pitched with contentthat is conversational in style.

Some Latino bloggers also say that marketers should not expectthem to blog about products or services that are not already in themarket. Several mami bloggers or example have done previewstories about products that are either not in the market or never

made it to market.“It’s not a good situation to have your readers asking you whereyou can buy something and you have nothing to show or it,” saidLassanske. “I’ve done that and it leaves your audience rustratedbecause they wonder why you got them excited about somethingthey can’t have.”

How to Effectively Work with Latino Bloggers, cont.




Open ‘round the clock

Your website and online marketing e orts work as your virtualsalesperson 24/7/365.

So, how do you get started? Here are some simple “Spanish-language SEO” tips to get you going:

Check or accurate Spanish translation. To ensure that yourmessages hit home, make sure your website is translated by nativeSpanish-speakers. Pro essional translators are your best bet.

Review your website structure. There are many actors thatcontribute to the ranking success o your website, including: age odomain/URL, URL structure, content, internal link structure, trust,keywords, outbound links or inbound links.

Analyze your site. Not only can web analytics measure websitetra c, but it can also be used to give you insights on how to

optimize web usage and drive click-throughs. Google Analytics toimprove your marketing e ectiveness.

Spanish and English keyword research. There are a multitude okeyword research tools than can help you get started on optimizingyour website to address both the Spanish-speaking and English-speaking markets. Some include: Wordtracker , KeywordDiscovery,Compete , Hitwise, and Google Keyword Tools.

Optimize website copy, titles and labels. Apply steps 1-4 to improvenatural search results.

O -page actors – promote your site through content. Backlinks andinbound links originate rom outside your website, but points directlyback to it. They are used to measure the importance and popularityo the website, establishing credibility and better ranking results.Some o the various ways you can create authoritative inbound linksare:

By Silvia Prado

THIS YEAR MARKS A VERY exciting year or Hispanic marketers aswe await the results o the 2010 US Census . The outcome will surelyrepresent signi cant opportunities or Hispanic communicationspro essionals, especially in the online space. How do marketerse ectively target this lucrative demographic? Below are a ewcompelling reasons to incorporate Spanish-language search engineoptimization (SEO) and search engine marketing (SEM) initiatives intoyour communications mix:

Population size

According to the last US Census, Hispanics are the largest ethnicminority in the US, comprised o nearly 50 million Hispanics and3 million Hispanic-owned businesses.

US Hispanics are online

The Hispanic online market, a diverse group, presents a uniqueopportunity to reach one o the astest-growing and lucrative customersegments on the internet. According to eMarketer.com , a digitalmarketing research rm, over 52 percent o US Hispanics are online,representing about 24 million internet users in 2009 and an estimated39 million by 2014.

Two languages, two opportunities

Many US Hispanics online are bilingual and, according to comScore ,about 19 percent o US Hispanic internet users use Spanish as theirprimary language. Search engine marketing can be an e ective wayto target US Hispanics in both English and Spanish.

Increase your visibility and marketshareSpanish is the third most-used language on the internet, saysWorld Internet Statistics . However, thousands o Spanish-languagewebsites are lagging because they are not e ectively built, do notinclude quality content and are not search-engineoptimized, among other reasons.

SEO boosts website tra c

Spanish-language SEO is an e ective way toincrease website tra c and conversions. Some othe bene ts include targeted tra c rom naturalsearch results, increased web tra c, more sales/

leads, expanded reach, boosted search-enginerankings and established brand credibility.

Invest or the long term

Spanish-language SEO is a long-term strategywith a high return-on-investment because itcan decrease your marketing expenditure whileproviding a more e cient way to reach your targetmarket.

How to Reach U.S. Hispanics withSpanish-Language SEM Strategies



http://www.google.com/analytics

http://freekeywords.wordtracker.com/


http://www.keyworddiscovery.com/search.html

http://www.compete.com/

http://www.hitwise.com/us/

http://www.googlekeywordtool.com/

http://2010.census.gov/2010census/


http://www.emarketer.com/

http://www.comscore.com/

http://www.internetworldstats.com/stats7.htm


http://www.googlekeywordtool.com/

http://www.hitwise.com/us/

http://www.compete.com/

http://www.keyworddiscovery.com/search.html


http://www.google.com/analytics


http://www.comscore.com/

http://www.emarketer.com/




• Directories• Blogs• Articles• Press release distribution and media outlet pick-up• Social media sites• Link-building from other websites that agree to point to yours• Online advertising• Pay-per-click marketing

Keep at it! The internet has lots o resources to help you reach yourcommunications goals through SEO and SEM, including:

Marketwire’s US Hispanic NewslineSEOTOOLSSEOmozAOL Hispanic CyberstudyHispanic Market Overview - 20102010 US Hispanic Social Media & Marketing Overview

ABOUT THE AUTHOR:Silvia Prado is an account executive at Marketwire , a leading global newswire, and is based in Miami. Her email is [email protected] and her Twitter is @Silvia_Prado.

How to Reach U.S. Hispanics with Spanish-Language SEM Strategies , cont.


http://www.marketwire.com/MediaRelations/pdf/Latin_American_and_US_Hispanic/US-Hispanic-Newsline.pdf

http://tools.seobook.com/

http://www.seomoz.org/tools

http://advertising.aol.com/sites/default/files/webfm/research/HispanicCyberStudy-2010.pdf

http://www.hispanicad.com/banners2/downloads/2010-US-Hispanic-SocMediaReport.pdf

http://www.hispanicad.com/banners2/HMO10/HMO2010.pdf


http://www.linkedin.com/in/silviavprado

http://www.marketwire.com/mw/include.do?module=DIST&pageid=845

http://www.marketwire.com/mw/include.do?module=DIST&pageid=845

http://www.linkedin.com/in/silviavprado


http://www.hispanicad.com/banners2/HMO10/HMO2010.pdf


http://advertising.aol.com/sites/default/files/webfm/research/HispanicCyberStudy-2010.pdf

http://www.seomoz.org/tools

http://tools.seobook.com/

http://www.marketwire.com/MediaRelations/pdf/Latin_American_and_US_Hispanic/US-Hispanic-Newsline.pdf



Hispanics Beyond Broadband: Leveraging Videoand Web 2.0 to Facilitate Online Conversations

By Cristy Clavijo-Kish

BY NOW WHILE ATTENDING a marketing, PR, branding oradvertising meeting or another you have heard some sort o statistic

or comment that Hispanics are really a growing online community.Your client or your boss may already have asked how are we going toreach Hispanics online or via social media? Or maybe you’re creatingyour own strategy to present new ideas and options to pursue thisaudience. Either way, the trends and research updates in 2010 alonepaint a canvas that portrays the Hispanic community becomingincreasingly engaged with social media.

How is your brand going to connect or resonate withonline Hispanics?In 2009 a leading Hispanic online marketing rm Captura Groupin partnership with the Florida State University Center or HispanicMarketing Communication presented research ndings that honein on how various multicultural audiences are spending time online.More speci cally how they’re spending time in social networking sitesand how they average nearly double the numbers o mainstreamonline visitors. The Hispanic audiences were urther segmented bylanguage as the online space can be very customizable by languageand thus engage a varying level o Hispanic audiences. Whencombined, the two Hispanic groups represent more than 50% oonline social networking users.

This April the same group provided an update on those usernumbers illustrating the major surge o social media usage bymulticultural audiences between 2008-2009 – and the numberswere signi cant. In just one year the Hispanic gures alone surged

more than 20% in each language category- making this community asigni cant online presence.

So now we know there is a mass o Hispanic consumers online butwhat are they actually doing? A variety o research indicates that themain activities include email and music download, but one o thecentral unctions is to Watch Internet video or streaming video.

On the general market side, The Pew Internet & American Li eProject’s rst major report on online video showed that more thanhal o online video viewers (57 percent) share links to the videothey nd with others, and 75 percent say they receive links to watchvideo that others have sent to them. In addition, comScore recentlyreleased that more than three-quarters (77 percent) o Americans

who are already online watched online video this past November,with more than 146 million unique users watching a total o 12.7billion videos.

So i you combine the Hispanic online trends with the general marketstatistics on video usage- a airly compelling story begins to buildthat surrounds using video to drive brand communications amongHispanic online users.

According to Manny Santos, Director o MultiVu Latino (the videoproduction and distribution division o PR Newswire) marketers needto understand, i they are not using video, their audience surelyis, especially Hispanics. “Video more than ever is playing a crucial





role in terms o how individuals are communicating and how newaudiences are engaged. The power o images and sound is being

ully explored by everyone as video is more accessible and moreinteresting. From webcams, fip cameras and cell phones

recording video to the wide range o more a ordabledigital video ormats and high quality video production,individuals and marketers are nding video basicallyessential in the social media space,” Santos commented.

When producing video or the web, the Top5 elements to consider or your Hispaniconline communications are:

Relevant & Compelling Content

Emotional Appeal

Engaging

Dynamic Idea = Multi-Plat orm

Format & Style

Brands’ multimedia assets should be engaging and drive home adynamic idea that connects with their audience. Some marketersare using hand picked celebrities or relevant Hispanic pro essionals(doctors, lawyers, nutritionists and dieticians, teachers, accountants,etc) to deliver their messages via video. Others are creating moregrassroots strategies and allowing consumer-created videos to

tell their story. Either way, the criteria should match your overallstrategy and the video or multimedia assets should become thevisual tools.

Going back ve years to 2005- our team at Hispanic PR Wireconducted a study o Hispanic media usage and contentpre erences that at the time revealed that Hispanic media are 35%more likely to use stories that have photos or other multimediaassets over those that do not. Considering what the recentresearch says about Hispanics’ appetite or online video andmusic, that study’s conclusions appear to still hold true today. So now you’ve decide to develop multimedia assets to tell yourstory to Hispanics online, then what? Here are some Top Tips toguide your plan:

1. Have a Strategy that Answers the 5 Ws Central toSuccess (Who, Why, Where, When, What)

2. Be Willing To Take a Risk – Be Prepared

3. Monitor & Measure

4. “Talk” & “Listen” à Engage 5. DON’T Stop! (ongoing process)

Hispanics Beyond Broadband: Leveraging Videoand Web 2.0 to Facilitate Online Conversations, cont.





One o the key bene ts o including multimedia assets and video as

part o your online Hispanic outreach initiative is the ability to monitorits engagement and downloads. Reporting strategic results acrossyour organization will help build rationale or continuing a program.

Here are some examples on how video and multimedia vividly presenta story and drive overall buzz.

In the rst example rom the Hispanic College Fund and the Ad Council, the video helps deliver a message that “humanizes” th ecentral concern that Hispanic youth are not attending our-yearcollege programs and graduating in similar numbers as their non-Hispanic counterparts. The video presented in conjunction witha press release or the National Coalition to End Childhood Lead Poisoning and the EPA in orms viewers as to the need to be awa reand know the warning signs o lead poisoning in children. Similarly, photos draw in viewers’ attention more so than plain text. It’s time or brands to be engaging with these audiences in new anddynamic ways that will drive brand recognition and tell a story.

ABOUT THE AUTHOR:Cristy Clavijo-Kish is Senior Vice President o Multicultural Services or leading newswire service PR Newswire and MultiVu Latino. You may reach her at cristy.clavijo-kish@ prnewswire.com or allow her on twitter @ latinomarketing.

Hispanics Beyond Broadband: Leveraging Videoand Web 2.0 to Facilitate Online Conversations, cont.


http://multivu.prnewswire.com/mnr/adcouncil/43593/








http://www.hispanicprwire.com/News/in/17196/9/latin-singer-juanes-honored-at-8th-annual-fedex-st.-jude-angels-&








By Stephanie Noble and Midy Aponte

The evolution o the Internet is a remarkable one. Once upon a time,the Internet was lled with static web pages lled with content thatpresented, provided or advertised to audiences, usually with little

regard to who was visiting, reading or listening to that in ormation onthe other end. What has evolved since then is a vast confuence oconversations, community, exchange and dialogue. Your audienceis active, vocal, yes – sometimes testy, but most importantly, youraudience is a community that must be engaged with.

This dynamic is evident in how we measure social media. What wasbe ore measured by website tra c, page visits and unique visitors,is now measured by infuence, reach, ampli cation and impact. Inthis new world, where dialogue trumps sales, it is “okay to touch.”In act, it is encouraged. Because it is this constant engagement,this ever-evolving conversation about your industry, your companyand your brand that has become the new currency on the Internet.Understanding this is critical.

Ultimately, however, you want the right tra c, the right conversations,between the right people and taking place in the right location in orderto return your greatest ROI. To measure this, consider utilizing the

ollowing #Free tools:

SamePoint• rolled out one o the rst conversation search engineplat orms to help brands monitor and measure consumer

eedback. SamePoint also displays a rudimentary sentimentanalysis o the conversation pieces by counting negative andpositive words.

SocialMention• allows you to easily track and measure whatpeople are saying about you, your company, a new product, orany topic across the web’s social media landscape in real-time.It monitors more than 100 social media properties, including:Twitter, Facebook, FriendFeed, YouTube, Digg and Google, etc.and o ers the option to receive ree daily alerts.

Alexa Internet• has developed an installed-based Toolbar thatallows you to nd sites similar to the one you are visiting andlets you go back in time to see how a site looked in the past via acapture screenshot.

Quantcast• engages all 220 million U.S. Internet users, andprovides you with detailed audience pro les. This allowsadvertisers to learn more about what consumers are doing online.They also provide advertisers with a new way to evaluate theirindividual customer pro les against the entire U.S. Internet

population, so they can identi y prospective customers.

The Klout Score• is the measurement o an individual’s, orbrand’s, overall Twitter infuence. The scores range rom 0 to100 with higher scores representing a wider and stronger sphereo infuence. Klout uses over 25 variables to measure TrueReach, Ampli cation Probability, and Network Score. The sizeo the sphere is calculated by measuring True Reach (engaged

ollowers and riends vs. spam bots, dead accounts, etc…) whileAmpli cation Probability is the likelihood that messages willgenerate retweets or spark a conversation.

Lastly, while the above tools will help you measure your online

infuence and impact, you may need additional support miningor in ormation among multicultural and/or multilingual websites.

PadenNoble has been working intently on its M3 Multicultural MediaMonitoring tool. M3’s natural language processor locates, penetrates,and accurately determines (with human involvement) brand sentimentamong multilingual audiences. Additionally, by analyzing large volumeso data and fagging “outliers” the system reduces time needed todigest consumer-generated media.

Some o the metrics to track include:

Viral Spread• – In how many, and how diverse, places can aparticular marketing message/app/link be ound?

Inoculation Speed• – How soon a ter posting the message/app/link/video etc. did it spread to other communities and users?

Brand Reputation• – What is the sentiment about the brand?Breakdown o sentiment within each source. Sentiment may behigher on acebook versus an independent blog with bias.

Relationship Quality and Depth• – How well do you know youraudience? How much in ormation do you have on them? This isderived rom social network pro le in ormation.

The tools mentioned above can be used in di erent ways. Here aresome ways we’ve used them:

Paden Noble used SamePoint, SocialMention, and its own M3,•

when it implemented the social media strategist or an urbanmen’s clothing line in New York. The brand needed a newvehicle to deliver their message. By monitoring eedback on the

Web, Paden Noble was able to properly place multilingual paidadvertisements on search engines, and promote the brand inlesser-known online communities where its key audience resides.Alexa, Quantcast , and increased sales, con rmed that thestrategy worked.

Sánchez Ricardo Agency is very loyal to Klout. The agency•

started tweeting or a small non-pro t organization called theInternational Dementia Research Foundation (IDRF). Theytweeted speci cally about Alzheimer’s impact in the A ricanAmerican and Hispanic community. The agency secured 30

ollowers in just one month. And while 30 may not seemimpressive, keep in mind the key is relevant dialogue. IDRF’sKlout score is 17, which is categorized as an Explorer. Accordingto Klout, the agency “actively engages in the social web” and is“constantly trying out new ways to interact and network.” Mostimportantly, our score concluded that the agency “gets it” andpredicts it will be moving up.

About the authors : Stephanie Noble is the ounder o New Jersey -based Paden Noble, a hi-touch frm ocused on mapping complex social media landscapes. Her e-mail is [email protected] and her Twitter is @padennoble. Midy Aponte is the ounder o The Sánchez Ricardo Agency, a D.C.-based frm ocused on multicultural public relations strategies or corporations, government and non-profts. Her e-mail is [email protected] and her Twitter is @midyaponte

Measuring Multicultural &Multilingual Social Media

Stephanie Noble Midy Aponte








currently doing in order to continue growing your base?

Well, with content, we’re creating strategic postings that arerelevant. We’re also getting out there making ourselves known tothe Latino community. There are multiple strategies to growingyour base.

Do you have any tips you can share with us?

When you create your Facebook page, create it to be a verypersonal experience. People aren’t stupid. There ore i you comeo very commercial, they will pick up on it quickly and it will turnpeople o . So basically don’t build a place or people to go talkabout where they can get a discount or buy tickets or your brand,it’s more along the lines o telling people about what your brandis doing. So i they want to buy tickets, or example, they can goto your website, but not Facebook. Facebook is a one-on-oneconversation place so you must engage them in it one-on-one, or

people will get turned o quickly.

For additional and more specifc tips on how to grow your base, you can become a an o “Lance Rios’ Social Media Tips and Tricks” at www. acebook.com/lancestips . For more in ormationabout my page, visit www. acebook.com/BeingLatino .

they’ll be loyal to you unless you give them a reason or them to leaveyou.

What are three top tips you can give somebody that wants to start aFacebook group targeting Hispanics?

Number one, don’t start a group; start a an page. The di erenceis that when you create a group, you can’t post something as thatbrand. When you post as a Fan page, you can. For example, iDairy Queen starts a Facebook group, whoever the administratoro the group is, when there are updates or postings made on thegroup’s page, the name o the administrator, or example, John Doe,will come up as being the author, instead o Dairy Queen itsel . Butwhen you have a an page, even i John Doe is the one doing allthe updates, it will say it’s coming rom Dairy Queen. So in termso branding, it’s important or people to associate with the brand,making it personal. There ore you want to go with a an page, not agroup.

Second, don’t be a raid to have a conversation with your ans. Third,remember that content is king.

What are the three biggest mistakes people/organizationsmake with their Facebook?

They are not consistent with updates. They are a raid otwo-way conversation. They use Facebook as a marketingplat orm rather than an in ormation plat orm.

Who is your Facebook audience?My audience ranges rom New York to Miami to LosAngeles and Austin. As a whole, the audience has amedian age o 35.

How much time do you dedicate to your Facebook page?

About 5-6 hours a day or 35-42 hours a week. The pageitsel comes all rom me, but I do have people assist mewith creating engaging original content. There’s also a blogthat shows up in the page. I have 12 bloggers nationally.I also have people that blog or me, and I have peoplethat are just ocusing on creating content on the issue oArizona, speci cally.

Where do you see yoursel in the next ve years?

I see mysel having a consulting rm and/or media agency.

Where do you see social media in the next ve years?

I see social media being the most sought out media plat orm oradvertisers to reach relevant audiences. I think that brands/marketerswill start taking social media more seriously. And I really think it willbe taking more importance over the traditional dotcoms. Brands aregoing to have to re ocus their initiatives in a way that makes sensewithin the social networking space. There’s no way they can really getaround it, you just need to show that you can quickly become a parto it instead o creating an alternative.

What marketing strategies have you implemented and what are you

Meet The Latino King of Facebook , cont.




The fastest growing online destinations for popular culture with a Latino twist

For partnerships, advertising or to become a contributor, pleasecontact :Rosa Alonso, 201-947-3097, [email protected]

Over half a million U.S.unique users per month

Music, lm, lifestyle, food, news,our stories, our way



Founded in 2004, WOMMA has approximately 300 membercompanies. They include marketers and brands that use word-o -mouth marketing to rein orce their core customers and to reach outto new consumers, agencies that deliver word-o -mouth servicesand technologies, researchers that track the word-o -mouthexperience and o fine and online practitioners. More in ormationabout WOMMA is available at www.WOMMA.org.

ASSOCIATION OF HISPANIC ADVERTISING AGENCIES

The Association o Hispanic Advertising Agencies (AHAA) is the

national organization o rms that specialize in marketing to thenation’s more than 46 million Hispanic consumers.

AHAA promotes the strength o the Hispanic marketing andadvertising industry. AHAA agencies o er a unique blend ocultural understanding, market intelligence, proven experience andpro essionalism that deliver Hispanic market success or clients.

AHAA agencies help organizations gain market share, increaserevenue and grow pro ts by delivering the messages to reachAmerica’s Hispanic consumers with an estimated buying power onearly $1 trillion. More in ormation is available about AHAA atwww.AHAA.org.

HISPANIC PR BLOG

A division o Miami-based Hispanic Media Trainers, LLC, theHispanic PR Blog is the leading marketing trade journal ocusedon Hispanic public relations and social media news and views.Hispanic PR Blog co-publisher and marketing executive MannyRuiz is the organizer o the annual Hispanic PR & Social MediaCon erence held each May and is also the publisher o the annualU.S. Hispanic Social Media Guide.

The Hispanic PR blog provides daily insights on current PRstrategies, Case Studies, multicultural social and political issuesand keeps readers updated with anything that is happening in theHispanic public relations, marketing and social media industries.The blog is a national partner o the Hispanic Public RelationsAssociation and requently conducts regional roundtables andnational webinars ocused on Hispanic social media best practices.More in ormation about the blog is available atwww.HispanicPRBlog.com.

By Yeniret Prokesch

A GROWING NUMBER OF organizations and groups are availableas resources or marketers wishing to get more involved in Hispanic

social media. Below is a summary o who the di erent players are:

HISPANIC PUBLIC RELATIONS ASSOCIATION

The Hispanic Public Relations Association (HPRA) is a nationalmembership organization dedicated to providing pro essionaldevelopment, career advancement and networking opportunities

or marketers in the corporate, government, non-pro t and agencyelds. Founded in 1984, HPRA is the oldest Hispanic marketingorganization in the nation and has chapters in Los Angeles and NewYork. In 2010, HPRA announced a national initiative that will lead tothe creation o new chapters in Dallas, Miami and other cities.

HPRA is a co- ounder o the Hispanic PR & Social Media Con erencethat is celebrated yearly in May and whose strong ocus is ontopics o Hispanic social media marketing. The organization is alsoresponsible or the annual PRemio Awards which is held annuallyin Los Angeles in the Fall and the Hispanic PR Awards, which is theindustry’s rst and only annual competition about Hispanic PR andsocial media.

Thanks to HPRA many o its members have moved on to success ulcareers in the eld. Also, the HPRA Scholarship Program is one othe largest in the country and has helped many leading Hispanicpro essionals in the eld achieve top positions in the corporate,agency, government, and non-pro t world o communications. Morein ormation about HPRA is available on their web site,www.HPRA-USA.org.

WORD OF MOUTH MARKETING ASSOCIATION (WOMMA)

The Word o Mouth Marketing Association (WOMMA) is the leadingtrade association in the marketing and advertising industries that

ocuses on word o mouth, consumer-generated and social mediaplat orms including marketing techniques such as buzz, viral,community, and infuencer marketing, as well as brand blogging.

The organization is committed to developing and maintainingappropriate ethical standards or marketers, identi ying meaning ulmeasurement standards and de ning “best practices” or the industry.

A Directory of Hispanic Social MediaMarketing Resources





LATISM (LATINOS IN SOCIAL MEDIA)

Latinos in Social Media (LATISM) is an organization o social

media pro essionals o Hispanic origin. Based primarily in NewYork, LATISM members include bloggers, marketers, twitterusers, social network group leaders, e-commerce ownersand others. LATISM members actively host di erent regionalevents and Twitter parties throughout the year in di erent partso the country. For more in ormation go to www.Latism.org .

TWITTEROS

Twitteros is a community group that allows Latino twitter users(or twitteros) to connect and continue their conversation viapro les, groups, discussion boards, occasional live chats orspecial events, photos, and music.

Twitteros also o er its customers a world o mouth modelbecause twitteros are, by nature, infuential in their networks,both online and o fine. Many Twitteros have blogs and pro leson other social networks (Facebook, LinkedIn, etc…).

According to Quantcast.com, 50% o Twitteros visitors are

emale and 50% are male.Twitteros.com is divided into di erent sections such as Main,Invite, My Page, Comunidad, Blogazina and Advertisingsections. It also eatures some categories that people areactively tweeting about such as Art, Business, Culture,Environment, Immigration, Marketing/PR, Politics, Religion,Tech and many more.

A Directory of Hispanic Social MediaMarketing Resources, cont.




THE RESULTS OF THE FOUR-MONTH LONG Hispanic PR Census,an initiative that garnered responses to eight questions rom morethan 319 marketing pro essionals who work in Latino PR and/or socialmedia, shows a large percentage eel PR or other elds are better

suited to lead social media initiatives in comparison to advertising. Asurprising 76% also said that they have worked on a Hispanic socialmedia-related campaign in the past year.

“Even i you argued that the Hispanic PR Census skewed to attractresponses rom pro essionals in PR and social media it is interestingto note how strongly these same pro essionals eel that social media isbest suited or PR and not advertising,” said Manny Ruiz, Hispanic PRBlog publisher and the organizer o the Hispanic PR & Social Media

Hispanic PR Census Results Show Marketing ProsFeel PR Best Suited to Lead Social Media

Con erence in Dallas where the results were released. Only sevenpercent o the respondents said social media belonged in the eldo advertising versus 47% or PR, 15% or digital agencies, 21%

or a stand-alone social media eld and even 10% or none o the

above.A PDF copy o all 10 questions and their answers are available ordownload by clicking http://www.hispanicprblog.com/wp-content/ uploads/2010/05/Hispanic-PR-Census-Results.pd .

The results o the Hispanic PR Census were presented at theAdvancing Diversity opening reception o the Hispanic PR & SocialMedia Con erence in Dallas that was sponsored by the PublicRelations Society o America (PRSA).




U.S. HISPANIC SOCIAL MEDIAFACTS: A 2010 SNAPSHOT

Following is a snapshot o the latest acts and studies that best illustratethe current trends in Hispanic social media and marketing. The dataalso includes research results that illustrate how marketers viewHispanic social media and marketing, and their perceptions ohow Hispanics use social media. Our acts come rom researchcompany Mintel International, Los Angeles advertising agencyOrci, the 2010 AOL Hispanic Cyberstudy, research rm SophiaMind(o parent company Bolsa de Mulher) Arbriton’s TwitterUsage in America study with Edison research, Synovate’s 2008Diversity Markets Report, The Pew Hispanic Center Latinos OnlineStudy, and mobile marketing rm, Hipcricket.

Hispanic population growth has been substantial, surpassing just about every attempt to gauge its uture trend.

SOURCE: Hipcricket





U.S. HISPANIC SOCIAL MEDIA FACTS: A 2010 SNAPSHOT , cont.

HISPANIC ONLINE CONSUMPTION HABITS

• Hispanics have transferred some of the same offline media consumption attitudes and behaviorsinto the online space. These internet users navigate the web in English and/or Spanish, and

continue to adopt new online technologies and applications at aster speeds.• Offline, Spanish-dominant and bicultural Hispanics have less of a stigma regarding advertisingin general and this sentiment has trans erred those attitudes to their online experience. Hispanicsthat use the internet requently are more incline to respond to an internet advertisement than non-Hispanics. They respond to email advertising twice as o ten as their non-Hispanic counterparts. Online Hispanics perceive internet advertising as a source o valuable insights and an opportunity tosecure the essentials in order to navigate the web success ully.

• Education also plays an important role in determining who is online. Hispanic internet usage hasa strong correlation to education levels. Nine in 10 (89%) Hispanics with a college degree and70% o Hispanics that have completed high school are online. Only 31% o Hispanics that have notcompleted high school use the internet. (Source: Mintel Oxygen 2010)

A PROFILE ON THE HISPANIC INTERNET USERThey are young, a luent, have large households and are “more enthusiastic about the bene its othe Internet than [is] the general market.” What’s more, the study shows that Hispanics are moresophisticated technology users.SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010

SOURCE: AOL Hispanic Cyberstudy/Cheskin 2010









The number o Hispanics online has grown signi cantly since 2002-- aster than thetotal US online population.








Hispanics have a high regard or the internet as a medium or in ormation andsocialization








One o the reasons why many Hispanics pre er English content is their mistrust o sitesin Spanish, which o ten are little more than literal translations o English content. Only

3% o respondents ound Spanish language sites more trustworthy and use ul thanthose in English, leaving an important percentage o the Hispanic segment eelingunder served.






TWITTER USAGE AND HISPANICS

Twitter Usage In America 2010, Arbitron/Edison Research continued on page 46




Twitter Usage In America 2010, Arbitron/Edison Research

Twitter Usage In America 2010, Arbitron/Edison Researchcontinued on page 47




HISPANIC WOMEN AND SOCIAL MEDIA

Hispanic women in the U.S. are one o the astest-growing online demographics.

Social networks represent a huge opportunity or marketers trying to reach Latinas -- but many in this growing audience believe theyare being poorly served by such nets.(Source: The Use o Social Networks by Latin Women, Sophia Mind, May 2010)

• 38% percent of Hispanic women in the U.S. say these networks lack content created especially for their unique interests(Source:Sophia Mind, May 2010)

• Facebook is the social network used most by U.S. Hispanic women Followed by Twitter, Hi5, MiGente, Univision and Bebo (Source:Sophia Mind, May 2010)

• Other networks visited by women are Tagged,Buzznet, Classmates.com and MySpace. (Source: Sophia Mind, May 2010)

• While American women use social networks mostly to connect with friends and family, women in all the countries surveyed usesuch venues to nd in ormation on products and services. (Source: Sophia Mind, May 2010)

• In all countries, more than 85 percent of Latinas visit social networks on a regular basis. (Source: Sophia Mind, May 2010)

• But when it comes to U.S. Hispanic women, only 21 percent feel social networks meet their needs. (Source: Sophia Mind, May2010)

• Their main complaint, according to the study, is the lack o speci c content or Latinas and the lack o an increased participation oLatinas in social networks. (Source: Sophia Mind, May 2010)

2010 HISPANIC MARKETING TRENDS SURVEY

A natioal survey by advertising agency Orci reveals that despite buzz about social media, marketers are still not investing as much on this

medium as more traditional ones.

SOURCE: Orcí, 2010





SOURCE: Orcí, 2010

SOURCE: Orcí, 2010continued on page 49




SOURCE: Orcí, 2010

SOURCE: Orcí, 2010continued on page 50




MOST POPULAR WEBSITES FOR HISPANICS AND HISPANIC SOCIAL

MEDIA PLATFORMSWebsites pre erred by Hispanics

Not surprisingly, the websites visited by Hispanics on a regularbasis (an average o at least two times a week) include sites inEnglish like Facebook and MySpace, as well as properties inSpanish such as; Telemundo and univision.com. They also includeBatanga, where users can select the language o their choice(English or Spanish). Batanga is an up-and-coming bicultural andbilingual sites that ocuses on music and entertainment. Batangais a great example o a site that is looking to ill the ever-growingniche o bicultural Hispanics regardless o language pre erence.

FIGURE 23: Websites regularly visited by Hispanics, November2008

HISPANIC SOCIAL MEDIA PLATFORMS

Six years ago social media networking sites were predicted tobecome extremely popular amongst Hispanics, but then Facebookand Myspace started taking over, causing most o these sitesto lose tra ic and eventually shutdown. Yet ew are still workingtowards reinventing themselves in hopes o attracting the ever-growing Hispanic Internet user.

Moreover, A number o websites are beginning to use social

Hispanic29 %

43 %6 %13 %13 %7 %45 %

SOURCE: Mintel 2010

Base: 297 Hispanics aged 18+ with internet access

Facebook.com

Myspace.com

Batanga.com

Univision.com

Yahootelemundo.com

Linkedin.com

None o the above

networking mechanisms to capture the attention o customersand get their eedback. Hispanic users have also begun torealize the value o vertical social initiatives built aroundspeci ic content strategies like entertainment and pro essionalnetworking that caters to the various needs o the Hispanicconsumer. (Source: Mintel 2010)

• Univision.com and telemundo.com remain atthe top because o the content and unctionality they


SOURCE: Orcí, 2010





o er as portals. Newcomerimpre.com , owned by ImpreMedia, the largest Spanish-language newspaper company in the U.S., is beginningto gain momentum with its extensive local and regional

coverage. These online properties stem rom a traditionalchannel: print, radio, or TV. They also o er additionalunctionality to attract users. Most o these sites have begun

adopting social networking capabilities within their suite otools. Their primary unction, however, is that o a mediacompany. They target primarily Spanish-dominant and somebilingual Hispanics.

• Hispanic portals and search engine websites like espanol.yahoo.com or latno.aol.com are either the Spanish-language version o general market portals or purelydedicated to the Hispanic consume such asterra.com . Most o these properties continue to add new

tools and technology like social networking tools and onlinevideo content, as these are adopted by online users. Theytarget Spanish-dominant and bilingual online Hispanics.

• Hispanics social media networks, such as migente.comand quepasa.com provide Hispanic users with multipleapplications to share and discuss, with the ultimate purposeo belonging to a discrete community o users (your riends).Lately there has been an increase in tra c and new pro lesbeing created by Spanish-dominant and bilingual Hispanicslooking or culturally relevant content. Although most socialnetworking sites are popular among young adults, olderHispanics have a greater presence than their non-Hispanic

counterparts.

• Category-speci c social networks such as music socialnetworking sites are online properties built around musicand entertainment. Registered users o internet sites likebatanga.com and cyloop.com can rank songs or sharemusic, pictures, video and chat within communities made upo di erent Latin music genres, bands, or artists.

• Professional social networking sites such as ihispano.com and hispanicpro.com target pro essionalHispanics and o er content that is relevant to pro essionalswhile promoting networking within a career or pro essional-

oriented environment.

• Hispanic blogs rely on an open type architecture that makesit easy or the blogger or its readers to post short comments.These sites continue to grow in number and coverage andmost blog about politics, news and entertainment rom aHispanic cultural perspective. English-language blogs likevivirlatno.com and hissp.com target primarily biculturaland retro-acculturated Hispanics.

• Educational and professional camaraderie is one of theocuses o these types o pro essional organizations. Online

opinions and content observe a utilitarian point o view.These online communities go beyond casual chatter;ideas here are presented or the betterment o thecommunity. Members participate in these organizations’

online settings or pro essional growth and visibility.Websites like nshp.org and ushcc.com targetprimarily bicultural Hispanics.(Source: Mintel Oxygen,2010)

Many brands lack an online Hispanic marketing strategy andare missing this opportunity or growth. Some companieshave developed a Spanish-language landing page or anEnglish-language culturally relevant site or Hispanics thatis in ormational, but not content-driven. The key or brandsis to use this medium to oster interactivity by engaging in adialogue with online Hispanics that use social networks.

Social networking trendsHispanic internet users continue to ollow the general markettrend towards a richer internet experience.

Social media have three signi icant characteristics:

• Participation

• user-generated content

• audience fragmentation

This is in contrast to the older or traditional internet whereusers were limited to viewing. Online Hispanics in the new web

environment can own and exercise control over the contentthey generate. Social media Hispanic users develop opinions,perspectives, and impressions o brands and create content(participation and user-generated content). The content isshared (user participation) and distributed across an entireplat orm (like msnlatino.telemundo.com, Cyloop, TintaFresca)o similar participants. Since it promotes user-generatedcontent and individual participation, social media ragmentonline Hispanics into discrete groups (Latin music ans will goto websites like Cyloop, while web TV a icionados will populatesites like mio.tv). These groups are distinct because they ul illspeci ic needs o the Hispanic consumer while expressingopinions on diverse topics. ( Source: Mintel/Oxygen 2010)

The Hispanic social networking space remains up or grabs,none o the top Spanish-language websites dominate thismarket. Portals like Yahoo en Español and MSNLatinoremain strong with regards to entertainment news, classi iedchannels, and online video, but lack a robust musicchannel o er. There are those Hispanics that are userso social networking sites and are opting or verticals likeentertainment-related cyloop.com (bilingual) or pro essionalsocial networks such as iHispano.com (English-only).

Source: Mintel/Oxygen 2010





The WOMMA Guide to Disclosurein Social Media Marketing

THE WOMMA ETHICS CODE IS THE CORNERSTONE FORprudent practices in the WOM industry. In light o the December2009 e ective date o the Federal Trade Commission (FTC)Guides Concerning the Use o Endorsements and Testimonials in

Advertising, WOMMA leadership responded to member demand oradditional meaning ul disclosures or social media marketing. Thisis a continuation o an e ort started in 2008 when WOMMA began

ormalizing best practices by engaging industry leaders, members,non members, academics and consumers. The process included:

• Launching the inaugural Living Ethics process inNovember 2008 at the WOMMA Summit, leading tomeaning ul changes to the WOMMA Code in 2009;

• Convening an expert panel in September 2009 to addresstransparency and disclosure in social media;

• Creating the Living Ethics Blog to allow comments/ questions concerning transparency and disclosure in socialmedia;

• Incorporating feedback from the Living Ethics Blog tocreate the rst dra t o this WOMMA Guide to Disclosure;

• Presenting the preliminary Disclosure Guide at the 2009WOMMA Summit and re-opening the Living Ethics Blog

rom November 18 thru January 4, 2010 to obtain publiccomments and:

• Formalizing nal recommendations for industry use.

Social Media and the Responsibilities o Advertisers,

Marketers and Bloggers

With the rising popularity o social media websites rom blogs toTwitter to Facebook, the issue o ethical word o mouth marketing hastaken on new prominence. Many brands and agencies are designingword o mouth marketing programs to oster relationships with socialmedia participants. (Those participants or speakers are re erred to inthis document as “bloggers.”)

Consumers have a right to know the sponsor behind advertisingmessages that could infuence their purchasing decisions, but keyin ormation is not always adequately disclosed in a social mediacontext. Thus, or testimonials and endorsements delivered toconsumers through social media - - whether by consumers, experts,celebrities, or organizations - - the FTC requires advertisers andbloggers to disclose all “material connections.” Such “materialconnections” may be de ned as any connection between a bloggerand an advertiser that could a ect the credibility consumers giveto that blogger’s statements. Important examples o “materialconnections” include (a) consideration (bene ts or incentives such asmonetary compensation, loaner products, ree services, in-kind gi ts,special access privileges) provided by an advertiser to a blogger, or

(b) a relationship between an advertiser and a blogger (such as anemployment relationship).

Scope and Purpose o the WOMMA Guide to Disclosure in

Social Media Marketing

This document provides best practices in light o the FTC Guide thatwas released last year. It is not WOMMA’s intent or this documentto replace your company’s legal advice or practices but ratherto enhance it. As social media is ever-changing, the WOMMADisclosure Guide will be a living document – continuing to be re nedto refect evolving industry best practices.

Key online plat orms covered in this Guide include, but are not limitedto blogs, microblogs (e.g., Twitter), online comments, social networks,video sharing websites, photo sharing websites, and podcasts.

Clear and Prominent DisclosureNo matter which plat orm is used, adequate disclosures must beclear and prominent. Language should be easily understood andunambiguous. Placement o the disclosure must be easily viewedand not hidden deep in the text or deep on the page. All disclosuresshould appear in a reasonable ont size and color that is bothreadable and noticeable to consumers.

Disclosure Best Practices

As stated above, bloggers are required to disclose “materialconnections” to advertisers. Listed below is sample disclosurelanguage, organized by the plat orm used. Alternative, but

substantively comparable, language may also be used whereappropriate.

Personal and Editorial Blogs

• I received _____________________ from _____________________

___________________ sent me ___________________

Product Review Blogs

• I received _____________________ from _____________________to review

• I was paid by _____________________ to review

Additionally or product review blogs, WOMMA strongly recommendscreating and prominently

posting a “Disclosure and Relationships Statement” section on theblog ully disclosing how a

review blogger works with companies in accepting and reviewingproducts, and listing any conficts

o interest that may a ect the credibility o their reviews.

product or sample

product or sample

product or sample

company name

company name

company name

company name





The WOMMA Guide to Disclosure in Social Media Marketing, cont.

Providing Comments in Online Discussions

• I received _____________________ from _____________________

• I was paid by _____________________

• I am an employee [or representative]of _____________________

Microblogs

Include a hash tag notation, either:

• #spon (sponsored)

• #paid (paid)

• #samp (sample)

Additionally, WOMMA strongly recommends posting a link on your

pro le page directingpeople to a ull “Disclosure and Relationships Statement.” Thisstatement, much like the one

WOMMA recommends or review blogs, should state how you workwith companies in

accepting and reviewing products, and listing any conficts o interestthat may a ect the

credibility o your sponsored or paid reviews.

Status Updates on Social Networks

• I received _____________________ from _____________________

• I was paid by _____________________

I status updates are limited by character restrictions, the bestpractice disclosure requirement

is to include a hash tag notation o either #spon, #paid or #samp.Additionally, WOMMA

strongly recommends posting a ull description or a link on your socialnetwork pro le page

directing people to a “Disclosure and Relationships Statement.” Notethat i an employee blogs

about his or her company’s products, citing the identity o the

employer in the pro le may notbe a su cient disclosure. Bloggers’ disclosures should appear closeto the endorsement or

testimonial statement they are posting.

Video and Photo Sharing Websites

Include as part o the video/photo content and part o the writtendescription:

• I received _____________________ from _____________________

• I was paid by _____________________

Additionally, WOMMA strongly recommends posting a ull

description or a link on your videoand/or photo sharing pro le page directing people to a “Disclosureand Relationships Statement.”

Podcasts

Include, as part o the audio content and part o the writtendescription:

• I received _____________________ from _____________________

• I was paid by _____________________

Additionally, WOMMA strongly recommends posting a ulldescription or a link directing people to a “Disclosure andRelationships Statement.”

product or sample

product or sample

product or sample

product or sample

company name

company name

company name

company name

company name

company name

company name

company name company name




2010 US Hispanic Social Media Roundtablecontinued from page 14

agencies can survive as structured, I don’t think digital agencies cansurvive as structured.

Manny Ruiz: What about advertising agencies?

Jose Villa: Well, I don’t think they will survive as structured either, Imean I think that they are in the best position…

Paul Rand: They are…

Jose Villa: because they are the biggest accounts and have theC level relationships. I mean the people that are running theirbusinesses now, I would argue that when the people on the client’sside, the decision makers, change, and become gen x’s and gen y’s,they are (going to be) in a whole lot o pain because the people thatare making decisions about who they hire, you know, who they still

have relationships with people at Leo Burnett…that’s where it getstricky…

Paul Rand: What I think is that advertising has changed asterbecause they had the gun to their head. And the gun went there

our or ve years ago with the client o the 30-second spot . I thinkwhat you see are many more ad agencies that have become veryprogressive saying, we have to realize that we have many othertools. It’s not uncommon or me to sit across an ad agency and theywon’t even have an advertising campaign on the table, so what thede nition is o a marketing agency or communications agency, oradvertising agency, I think it’s changing very, very ast.

Gavin Twigger: When interactive was hard years ago, when all the

big brands were jumping in interactive, they didn’t succeed becausethey didn’t know what they were pulling in house. I think the samething is going or mobile now, we have this mobile channel, well,what is this mobile channel? What does it entail? You know can we

just pull something in house? I mean a lot o times it doesn’t happen.I think the agencies, I think you’re right in saying, that the agenciesthat are at the C level, that have the relationships already, as long asthey are bringing the right people in, I think they will succeed.

Jose Villa: I think they will succeed also. Because we were talkingabout one o the challenges o PR vs. Advertising is that thebudgets are so much bigger, so they’ve got the money to do moreresearch, the ollow up, or everything, the money in detail, to get

into it in much more detail, and I think that’s the big advantage thatadvertising has…

Manny Ruiz: Yeah but I think social media changed the dynamic

Paul Rand: It does, and I think that’s who your buyer is…Eveninternally with clients, you will sit in a table like this, and whoever‘gets it’ the most on the client side, will be the one who leads it. Itmay be an ad person, a PR person, and it could be an interactiveperson, but whoever gets it that could mean new leadership owhatever new marketing is coming out and is really being rede nedby the people that really understand this paradigm that we aretalking about.

Amy Zubizarreta: We are in the relationship business. So you touchsomething that is warm and dear to us and, I understand whatyou were saying Jose, about the loyalty and the relationships at the

C level with managers but, I think more than ever, corporations,especially mid to upper managers, are being challenged. Youknow, they are being asked, we want you to do more with less, soadvertising companies, PR, everyone needs to come to the tableand be much more creative that be ore, so that relationship maykeep you, but i you are not succeeding, i you are not bringing inthe numbers, I don’t care i you have been with that company 20years, you know, that relationship may go by the way side, it’s allabout results now.

On their predictions or the coming year in Hispanic social media

Jose Villa: People are still going to be trying to gure it out. I don’tthink there’s going to be any kind o game changing plat orm.

Paul Rand: I think that in some ways the Hispanic and B2B arelaggards in the marketing world. And I think what we are goingto see in the next year is just what we are seeing in the B2Bside, Hispanic is many o the things that have been learned justconversationally, we will be urther along the path, we will still betrying to gure it out on the Hispanic side, but we will be in manyways where the general market is because the dollars are shi tingon a much bigger scale but I think you’ll nd that we’ll have mademuch progress and I think i we do it really right, we’ll nd out thatwe are not having a conversation about Hispanic social media, orsocial media at all, we’re talking about how do we make sure weare engaging with the audiences we are supposed to.

Marisa Treviño: I think there will be phenomenal growth in theHispanic usage o social media, but I think the outlets or thevehicles will change.

Deborah Charnes: At Bromley we have additional task orce andit basically includes somebody rom every single department, sowe have people in every single department in our task orce. Andthe purpose is to educate ourselves, but also the agency and ourclients. Because I think we end up being the advocates but we stillhave that burdened to educate the clients and to convince thatclient o the ROI. Hope ully in the next year we will have more casestudies, and o course I’m talking across the foor, all agencies willhave more case studies to prove the marriage.

Ariel Corro: I think that Facebook is going to become the providero your online identity or signing in everywhere and everyone isgoing to gure out how to integrate that.

David Henry: I agree with some earlier comments. I think rstwe need to take out the word Hispanic when we are talkingabout engagement. I think that’s really where things are goingbut whether it’s global or social media, I think that i we add theHispanic act in there, I think some o the problem is that thereare so many companies out there that haven’t even gotten to stepone with marketing to Latinos… I think we’re going to be having asimilar conversation (next year)…


Continuation of Stories




2010 US Hispanic Social Media Roundtablecontinued from page 54

Sonia Sroka: I actually have three trends that I see. One, mobile

apps. Mobile apps are going to rule and we better start thinkingabout mobile apps or our clients especially when it comes toentertainment or the Hispanic market. Right now the market ormobile apps is $7 billion dollars in 2010 so that’s what’s estimatedto be so that’s only going to continue to grow. I think the next thingwe are going to see is location, location, location; I think that asmarketers we’re going to try to gure out how to connect our clientswith the location, you know like oursquare and Twitter. I think that’sgoing to be a key determinant to know where you’re shopping, whatyou’re buying, I mean you’re going to be walking into a store andwhen you check in, you will get coupons, told exactly where youneed to go… That’s where we’re going to be going and I think thatin terms o social media in general this is something that we need toembed as part o what we do. Clients are going to start discoveringthat millennials are 90 million plus, tech savvy…we need them in ourcompanies, employers are going to have to provide those plat ormsand not only as businesses and employers but internally, so we’regoing to see changes in how internally our clients are going to startembracing technology because they are going to be orced to by allthese newcomers to their companies.

Monica Raugitinane: I think I would see an increase in localizedmarketing. And what I mean is instead o targeting just Hispanics,targeting El Salvadorians, or Central Americans and Mexicans- orSouth Americans instead o just general Hispanics…

Aymee Zubizarreta: My prediction? Well, once the U.S. Censuscomes out with its results, alarm bells will be sounding in corporateboardrooms across the country. Those senior level positions thatperhaps have been ignorant or just not wanting to grasp andunderstand something that may be oreign to them, may be orcedto do an about ace and look at the Hispanic market much moreintently. On the Hispanic social media side, I concur with manypoints. I agree with (Sroka’s point about) mobile apps…we’veinvested in that and will continue to invest in that. We rst rolledthem out in English then in Spanish, so I could see how manycorporations will ollow through and do the same. Music will continueto play an important role in connecting with Hispanics online andon TV. We sponsored the Latin Billboards or a reason and wewill continue to look or those areas where Hispanics convergeregardless o their level o acculturation.

Gavin Twigger: Sonia, you nailed it primarily with the Smartphonepenetration. I think it’s going to be the end o the barriers to jumpingon the social media plat orms. That is going to go away. I thinkwhoever mentioned the geo location…that’s going to be reallypopular, and I think it’s really going to apply based on this sort ocollective culture, that the progressives, those are the people that willbecome the brand advocates that are going to take the in ormationback to the non-connected rest o the community.


Who’s Best Suited to Lead Hispanic SocialMedia Marketing?continued from page 17

PR AGENCY STRENGTHS AND WEAKNESSESHispanic public relations agencies are weakest at such advertising-related areas as creative, media buying, producing webisodes,creating Apps and working with portals. Most clients wouldn’t dreamo assigning some or any o these components to PR agencieswithout the assistance o an ad agency.

On the plus side all o these components are elements that are usedat the earlier stages o social media plat orm launches. A ter thatstage almost everything that ollows is best suited to PR, includingsocial media plat orm management, partnership building, events,blogger relations, crisis communications and ongoing social mediacommunity building. The latter piece is the one that requires themost sustained e ort and it is the one that in my opinion makesHispanic social media e ective in the long term. That’s the mainreason why you can conclude that PR needs to play a lead role inHispanic social media marketing.

ADVERTISING AGENCY STRENGTHS AND WEAKNESSESLike the Ying and the Yang, ad agencies are strong where the PRand word o mouth marketing agencies are weakest. Ad agenciesexcel at executing such marketing elements as creative, media buys,events and webisodes, among others. The fip side is that mostHispanic advertising agencies are weakest where the PR agenciesare strongest: one to one communications, earned media, crisis and

ongoing engagement, among others.

WORD OF MOUTH MARKETING AGENCIESThe biggest surprise I had in studying the implications o socialmedia or di erent types o Hispanic marketing agencies was that atleast on paper, the ones best suited to lead Hispanic social mediamarketing were not the traditional PR agencies (a second place

nisher) but the word o mouth marketing agencies. I can probablycount in one hand the number o Hispanic PR agencies that canclaim to be true word o mouth marketing agencies today but here’swhat makes these special: they have all the advantages o a PRagency and most o the characteristics o the Hispanic digital agency.

It will be interesting to see i the near uture more and more HispanicPR agencies rede ne themselves as word o mouth marketingagencies. I I owned a PR rm, I de nitely would consider this movebecause the ootprint o Hispanic social media marketing is onlygoing to grow and even today more than 75% o the respondentswho took a recent Hispanic PR Census survey reported that inthe past year they have helped execute a Hispanic social mediacampaign.





THE FINAL ANALYSISPerhaps more important than what marketers want to do withHispanic social media are what the Latinos themselves will dowith it. The patterns show that more and more will be blogging,Facebooking and tweeting in 2011 than they do in 2010. Thisstrong growth pattern will continue or years to come andespecially as smart phones like the new iPhone and Android makesocial media even more ubiquitous than it is today.Another actor impacting the growth o Hispanic social media isthe place o traditional media. Univision and other TV networkscontinue to post great ratings at the expense o mainstream TVnetworks. Radio stations have had some struggles in the pastyear but they remain vibrant. Good ole Hispanic newspapers - the

truest, purest voices o many Latino communities nationwide -continue to are well despite a tough climate or their mainstreamcounterparts. Against conventional wisdom new ones continue tosprout up in emerging Latino communities nationwide. Overall,despite the tough economic climate the nation just aced duringthe Great Recession o 2009, Hispanic media have proven quiteresilient.

So what does this all mean to Hispanic social media marketing?It means that some things will not change immediately butchange they will. It also means that there’s room or everyone toparticipate at the Hispanic social media marketing table. At theend o the day, as a wise young marketing riend o mine saidrecently, “social media plat orms are just tools. For every kind oagency out there, what matters are not the tools themselves buthow you use those tools to engage Latinos.” The agencies that will

are best in this evolving world o Hispanic social media marketingare those who embrace that thought.


Who’s Best Suited to Lead Hispanic SocialMedia Marketing?continued from page 54




Manny RuizCo-Publisher, Hispanic PR Blog / PapiBlogger

Manny Ruiz is co-publisher o The Hispanic PR Blog , the leading

marketing trade journal ocused on Hispanic public relations andsocial media, daddy-in-chie o the bilingual daddy parenting website PapiBlogger.com and the ounder/organizer o the Hispanic PR & Social Media Con erence. The three organizations are businessunits o Hispanic Media Trainers, LLC.

Prior to launching his blog and national tradeshow business, Mannywas President o Multicultural Markets and Hispanic PR Wire or PRNewswire. Prior to PR Newswire’s acquisition o Hispanic PR Wire,Hispanic Digital Network and LatinClips in 2008, companies he

ounded, Ruiz was Chairman and CEO o HispaniMark, the parentcompany o these three businesses.

A media trailblazer, ormer journalist, award-winning PR pro essional

and dynamic keynote speaker on media trends, Ruiz is o ten soughta ter or his expertise on media, PR and public a airs. A longtimemember o the Public Relations Society o America (PRSA), Ruiz isthe immediate past co-chair o PRSA’s national diversity committeeand the host/co- ounder o the organization’s national monthlypodcast “PRSA Diversity Today.” He has also served as a boardmember o the PRSA Miami Chapter.

Prior to launching Hispanic PR Wire in 2000, Ruiz was a ounderand media relations director o the National Hispanic MarketPractice o Porter Novelli. While at Porter Novelli, Ruiz playeda central role in the success o the Florida anti-teen smokingcampaign “truth.” Ruiz spearheaded Florida media relations or the“truth” campaign which or two consecutive years swept all o thePR industry’s most coveted awards including the PRSA Silver AnvilAward o Excellence and the PR Week Health Campaign o the Year.

Be ore entering the PR pro ession, Ruiz was a police beat reporteror The Miami Herald. He was part o the editorial team that in

1992 was awarded the Pulitzer Prize or Community Service ortheir coverage o Hurricane Andrew. While he was a reporter, Ruizalso shot photographic documentaries in Cuba. His black and whitephotography rom Cuba has earned him three exhibits, two solos anda national award.

Ruiz, a Miamian o Cuban American descent, has a bachelors o artsdegree in history rom Florida International University.

About the Publishers

Angela Sustaita-RuizCo-Publisher, Hispanic PR Blog

Angela is co-publisher o The Hispanic PR Blog and president o

Hispanic Media Trainers, LLC, the parent company o the HispanicPR & Social Media Con erence and PapiBlogger.com , thenation’s rst bilingual website dedicated to showcasing creativeparenting tricks or athers and mothers o all cultures. A longtimeHispanic public relations and marketing consultant, Angela hasprovided senior counsel to clients such as Unilever, Burger King,Washington Mutual, Shell, AstraZeneca, Schering-Plough, andthe Texas Bee Council, among others wanting to reach diverseaudiences.

Prior to consulting, Angela worked in Edelman Multicultural’sNew York and Austin o ces, where she continuously deliveredsuccess or clients such as Kra t Foods, Hershey’s, Unilever,Starbuck’s, the New York International Latino Film Festival, P zer,Ortho-McNeil-Janssen, Schering-Plough, and McKesson. Angelaplayed a leading role with award-winning Hispanic and generalmarket PR campaigns including the 2004 Mercury Silver Award

or Client Product Launch: Hershey’s Kisses lled with Caramel,and the 2003 Silver Anvil Award or Marketing Consumer Services– Healthcare: Together Rx.

Prior to joining Edelman, Angela served as InternationalOperations Supervisor or Cinemark, an international motionpicture exhibitioner based in Dallas. While at Cinemark, sheworked closely with Latin American satellite o ces to ormulatestrategic marketing plans or Mexico, Argentina and Chile.

Angela, a native Texan o Mexican descent, holds a B.A. in LatinAmerican Studies rom Baylor University.




http://www.hispanicprconference.com/



















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2010-2011 U.S. Hispanic Social Media Guide (FINAL)

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