Advertisers using Facebook’s self-serve ad platform have always had a few different options when targeting users. The location of the Facebook user, their age and sex, and their interests or pages they already like.
Now an “Ethnic” option has been added with only one choice: Hispanic (US).
Latino marketing professionals see this as a significant addition to Facebook’s ad platform, one that could signify the burgeoning U.S. Hispanic market has finally arrived.
“What’s important to know is that each and every month 25 million Hispanics visit Facebook,” says Lee Vann, the CEO of Captura Group in California, who has worked in the online Hispanic market for 12 years. “Seventy-five percent of online Hispanics visit Facebook each month. A lot of advertisers, want to leverage Facebook’s tools to reach Hispanics.”
A Facebook spokesperson said the feature was added at the end of 2011 per requests from advertisers. The estimated reach for advertisers is listed as 8,441,300 people who live in the United States and are Hispanic.
“Even before ethnicity was added, the Facebook ad platform was an amazing research and advertising tool,” says Joe Kutchera, author of Latino Link: Building brands online with Hispanic communities and content.
Giovanni Rodriguez, the Chief Marketing Office (CMO) of Deloitte Postdigital, says the Hispanic market has become the belle of the ball for advertisers.
“It seems like a fairly recent thing that media companies have been focusing on the Hispanic market in a pretty big way. The Census numbers came out and they were a lot bigger than we thought it would be. One in six people in the U.S. are Hispanic and by 2050 one in three Americans will be,” he says. “It’s a wake up call and it’s pretty amazing.”
Rodriguez says that Latinos are wired and social, which has caught the attention of three groups. Big media companies, advertisers and increasingly, politicians. “So much so that even 0 Comments and 2 Reactions The combinations of these things has created this frenzy,” he adds.
Rodriguez has written before about the idea of Latinos as a metatribe, “not a single monolithic group but a loosely-tied collection of different groups – with different interests – that sometimes come together when they are approached the right way or the wrong way.”
He gives the issues of education and immigration as two passion points where Hispanics can come together online.
But some caution that it may take more than simply reaching out to Latinos in a broad way to get them to pay attention.
“I’m not a big believer in Facebook advertising,” says Julio Ricardo Varela, a blogger from Boston who works with brands to help them reach out to the Hispanic market. “A Facebook like is the start. It gets people in. Getting people is not the problem. You can use the ethnic advertising but what do you do after?”
Gustavo Razetti, the Chief Strategy and Engagement Officer for Grupo Gallegos in California, says he reached out to Facebook over the ethnic ad offering because there are more than 8 million Hispanics in the U.S. on Facebook.
“We have asked about their algorithm to come up with that number and they don’t disclose it,” he says. “Our research shows there are 23 million Hispanics in the U.S. on Facebook so what happened to the rest of them?”
Lori Gama, a tech, mobile and social expert says the new ethnic tab goes against what’s written in Facebook’s advertising guidelines. The guidelines read in part, “Ad text may not assert or imply, directly or indirectly, within the ad content or by targeting a user’s personal characteristics within the following categories. Race or ethnic origin, religion or philosophical beliefs, sexual orientation…”
Despite the issues with the ethnic option, there is little doubt that the rise of the Latino market compared to the general market, accelerated the arrival of Facebook’s addition to its platform.
“Latinos are much more social than their counterparts by nature,” says Juan Tornoe, CMO and partner of Cultural Strategies in Texas. “This is evidenced by the numbers of Latino bloggers out there. Twenty-one percent of all bloggers are Latino. We keep interacting like crazy online and we’re paying attention, so an intelligent advertiser says, ‘How am I going to connect with them?’”
In this day and age, everyone owns that one item that if it was taken away mañana would wreak havoc in their lives. Can you guess what it is for Latinos? Hint: It has to do with technology.
If you guessed a computer, you would be wrong.
When it comes to home broadband access (getting online from a home computer), Latinos are dead last in that category — just slightly less than Native Americans. (Asian-Americans lead with home broadband access with 69 percent; whites at 68 percent; African Americans at 50 percent; Native Americans at 46 percent and Latinos trail at 45 percent.) The main reason is the cost of the equipment and service.
For Latinos, there is another item that is no longer an item of convenience but a necessity — the mobile phone. In a new report by the National Hispanic Media Coalition, TRENDS IN LATINO MOBILE PHONE USAGE, it’s revealed that Latinos aren’t just early adopters of mobile usage but “full embracers” using it to its full capacity.
Mobile phones have a 91 percent penetration rate into the Latino market. This doesn’t mean Latinos are the most likely group to be using the mobile phone to call mami or papi — though the vast majority of us do check-in on a regular basis. No, mobile phones are used as computers-on-the-go.
According to a Pew survey,English-speaking Latinos access the Internet via mobile phones at a higher rate than their white counterparts. For instance, in 2010, only 33% of whites accessed the Internet on their mobile phones compared to 51% of English-speaking Latinos. 30% of whites sent or received e-mail on their mobile phones compared to 47% of English-speaking Latinos. 23% of whites sent or received instant messages compared to 49% of English-speaking Latinos.
Finally, 13% of whites used their mobile phones to post a photo or video online compared to 25% of English-speaking Latinos.
That kind of usage means the mobile phone is being used in ways the developers never imagined. From engaging in civic and social justice issues to keeping up with social service programs, receiving health advice and job leads, not to mention, accessing social media platforms and sharing videos and photos online, the mobile phone has become a necessary tool for Latinos who would otherwise be left behind in this digital age.
Google is accelerating its focus on building out YouTube channels for the Hispanic market through partnerships with independent and traditional media companies, such as Telemundo, and Univision. The consumer segments range from retail to automotive to consumer products to technology.
The project, which began last year, supports five channels, including ClevverTV, Tutele, Nuevon and Werevertumorro. Some of the channels in Spanish have English subtitles.
Media providers have begun to focus on content for bicultural Latinos in hopes of attracting a variety of demographics, including second-and-third generation Hispanics. Lopez said this year he expects the majority of online growth to come from the Latino market. "About 95% of the teen population growth online in the U.S. will be Latino," said Mark Lopez, head of U.S. Hispanic audience at Google.
Last year, Google created a team led by Lopez to focus on serving the 50 million U.S. Hispanics who have about $1 trillion in spending power; 30 million are online. The focus supports content across desktops, tablets, smartphones, and TVs.
Lopez said Hispanic consumers have become much more tech savvy. About 55% use search engines to research tech-related information and rely on media consumption to make decisions. Online advertising effectively drives 61% of Hispanic tech shoppers to make in-store purchases, for example.
Citing Nielsen numbers, Lopez said this year streaming video should grow 23% on the Web, as well 15% on mobile. Overall, Americans spend more than 33 hours per week watching video across screens, according to Nielson.
While Google could opt into a subscription-based model for Hispanic channels in the future, today the offering remains an "open, ad-supported model," Lopez said.
Conectando Periodistas, a free subscription service that helps connect Hispanic journalists with expert sources for their stories, today announced the official launch of ConectandoPeriodistas.com. The website serves as an invaluable resource for Hispanic media looking to quickly identify and connect with experts.
Journalists, bloggers and writers can easily post a request on Conectando Periodistas, which is then distributed in a daily email alert to subscribers of the service. If the subscriber is a match, they then can respond directly to the reporter. For experts, small business owners and entrepreneurs, Conectando Periodistas is also the perfect tool for those seeking to obtain free publicity and gain exposure.
“I am thrilled to announce the launch of Conectando Periodistas. Having worked as a TV producer, I know first-hand the challenges that reporters face when trying to find a source on deadline,” said Carmen Ordonez, Founder of Conectando Periodistas. “Conectando Periodistas is a much-needed tool for Hispanic journalists and I’m very excited to fill this void.”
Since its launch last month, Conectando Periodistas has already received requests from reporters from top Hispanic media outlets including Univision, EFE America, El Diario/La Prensa, Cosmopolitan Latina, and La Opinion. Additionally, within few weeks of its launch already had more than 300 experts subscribed to the service.
“The feedback we have received from reporters has been amazing,” said Ordonez. “Not only have we already started helping journalists in the U.S., but we’ve already received requests from reporters in South America and Mexico looking for experts.”
In addition to helping Hispanic journalists, Conectando Periodistas also assists English-speaking journalists find Latino sources. Requests from journalists can be submitted anonymously. Currently the service is free to both journalists and experts.
The First Social Revolución, Latino Lounge and Revolucionario Awards Launching at SXSW Interactive
February 15, 2012 Via PR Web
South By Southwest (SXSW) Interactive just turned up the heat a few notches. An incubator of cutting-edge technologies, this year’s festival will feature the first official Latino Lounge and Revolucionario Awards March 12 at Carlos Santana’s Maria Maria restaurant.
As part of the nation’s premiere venue for the latest from the music and technology industries, SXSW Interactive will be the stage for the unveiling of The Social Revolución and Revolucionario Awards, an interactive movement of Latinos using social media as their platform to create and inspire change. The Revolucionario Awards recognize Latino visionaries using social media to create change, and the search is on through February.
“With so many inspiring Social Revolucionarios, we felt there was a need to honor our bright stars through the Revolucionario Awards at SXSW’s first ever Latino Lounge,” said Sebastian Puente, founder of Cultural Strategies, a multicultural marketing and advertising firm based in Austin.
The Revolucionario Awards are open to nominees who have excelled in one of three areas. The first category is for trendsetters who impact the Hispanic market online and off. New Americanos who are redefining what it means to be Latino, and are influencing their online community from their multicultural perspective.
The second award entry classification is open to Latinos who mobilize their causes online and off fostering communities, spreading positive change and inspiring people to take action.
The third award category seeks innovators who redefine how to reach Latinos now and in the future. Forward thinking individuals or companies who are connecting with Latinos through revolutionary ideas and technologies that are authentic to the Latino market.
“Latinos tend to be much younger and open to adopting new technologies,” continued Puente. “They seamlessly represent two worlds and are constantly redefining what it means to be Latino as trendsetters and innovators. They welcome the newest online tools to engage people in their networks and mobilize them to take action which is why we expect to see some world class entries.”
Among some of the nominees are a campaign in Mexico that accumulated 31,000 Portraits for Peace; a response to the Bastrop Wildfires; One Million Voices, an anti-terrorist Facebook movement in Colombia; and Vocabador, an educational app for students with a Lucha Libre theme.
A panel of judges will select six finalists who will be recognized at The Social Revolución Latino Lounge March 12 in Austin, TX.
The Social Revolución is the brainchild of Cultural Strategies who, in the spirit of social media is collaborating with digital partners including Latina Lista, Latino Rebels, Twitteros, Juan of Words, Being Latino, The News Taco, Cósmica Artists, Giant Noise, Pachanga Fest, Cuéntame and The New Latina. Sponsors of the event include Tr3s, Hispanicize, and LatinoMetro.com.
At a press conference today, Hispanic America Saves, Consumer Federation of America and VantageScore Solutions, LLC, announced the availability of www.creditscorequiz.org/espanol (or www.cuestionarioparaelpuntajedecredito.org ), an interactive and educational website and brochure on credit scores translated into Spanish. Both feature 20 questions and answers that provide the most important information consumers need to know about these scores.
The English versions of the website and brochure, which can be found at www.creditscorequiz.org , were announced last year along with the results of a national survey which administered the 20 questions to a representative sample of adult Americans. In findings unreported until now, the survey found that sixty percent of Hispanic Americans, but only forty percent of other Americas, said their knowledge of credit scores was poor or fair.
Among the most important information Hispanic Americans need to know about credit scores are that:
-- Information related to race, ethnicity, country of origin, or whether consumers speak English are NOT reported to the three national credit reporting companies (Equifax, Experian and TransUnion) and are not factors used to determine credit scores.
-- Credit scores affect whether consumers can get credit and at what price.
-- Those who make all loan and credit card payments on time are likely to have good credit scores.
-- The scores are based on information in credit files, which are housed by three national credit reporting companies: Equifax, Experian, and TransUnion. To check whether this information is accurate, go online to www.annualcreditreport.com or call 877-322-8228.
"Hispanic Americans can benefit from knowing more about credit scores because these scores affect the availability and costs of car loans, credit cards, mortgage loans, and even electricity and telephones services," said Larry Garcia, President and CEO of El Paso Credit Union Affordable Housing and leader in the Hispanic America Saves program. "I'm encouraging everyone to visit this website regardless of whether they are thinking about applying for credit, as a good credit score is indicative of healthy financial behaviors."
The Consumer Federation of America is an association of nearly 300 nonprofit consumer organizations that was established in 1968 to advance the consumer interest through research, advocacy, and education.
VantageScore Solutions, LLC, independently managed company that holds the intellectual property rights to VantageScore(R), a new generic scoring model introduced in March 2006. Created by America's three major credit reporting companies (CRCs) -- Equifax, Experian and TransUnion -- the highly predictive VantageScore model uses an innovative, patented and patent-pending scoring methodology to provide lenders with a more consistent interpretation of consumer credit files across all three major credit reporting companies and the ability to score more people.
"Hispanic America Saves" is part of "America Saves," a research-based marketing campaign that seeks to motivate, encourage, and support low to moderate income households to save and build wealth. More than 1,000 non-profit, government, and corporate groups participate in America Saves nationally and through local, regional, and statewide campaigns around the country. Learn more at www.HispanicAmericaSaves.org .
If you want your company’s brands to make 100,000 “friends” on Facebook, Tatiana Hansell can show you how.
As Unilever’s Multicultural Marketing Manager of personal care products, Hansell developed its Vivemejor branded content initiative for Latina women online. First, she launched its Spanish-language website, ViveMejor.com, which provides helpful cooking and beauty tips for Latina moms. Today, with the explosion of social media, Vive Mejor, which means “Live Better” in English, distributes its content across the major social sites: Facebook, Twitter, and YouTube.
Vive Mejor recently just surpassed 140,000 fans (as of the publication of this article) on its Facebook page, making it one of the largest Spanish-language communities on Facebook catering to U.S. Hispanics. And after only three weeks in market, the @Vivemejor Twitter page amassed more than 10,000 followers.
With consumers fast forwarding past TV ads with DVR’s (digital video recorders), some smart marketers, like Unilever, have developed editorial websites that are findable on search engines and “like”-able on Facebook, to provide helpful and interesting content for their target audience, wherever they want to read it. In essence, they have become media companies, all in order to develop trust and a closer connection with consumers online.
A recent study from the Custom Content Council and ContentWise showed that spending on branded content among the top 100 US marketers grew to an all-time high of $1,914,000 per company. The number one reason why marketers use branded content, according to the study, is to educate customers, while the second is consumer retention. Leading marketers oftentimes find branded content initiatives surpass the effectiveness of other tactics like public relations, direct mail, and magazine advertising, according to the study.
“Unilever understood that there was a gap in high-quality content relevant to their brands and to Latina consumers,” says Hansell. “A branded website and Facebook page made sense for two reasons. First, a critical mass of Latinas has become very active on social media. Second, publishing content digitally is extremely efficient, quantifiable and flexible.”
“We launched Vivemejor® in 2007 to provide Latina moms with relevant, practical and interactive resources including food, home and beauty tips, as well as family-related solutions that enrich their lives,” says Hansell. “It represents the first time that Unilever brought its food and personal care brands together in one marketing effort for Hispanic consumers, in-language.” The company’s well-known brands like Dove, Hellmann’s, POND’S, and Ragú all pooled their resources together for this Latino content initiative.
Hansell recruited five food and beauty mavens to develop videos and articles for Vive Mejor, including: Leonardo Rocco, a celebrity hair stylist, Dr. Janice Lima-Maribona, a board certified dermatologist and beauty expert, Julie Pope, a professional hair stylist and makeup artist, Lourdes Castro, a chef and nutritionist, and Ema Quevedo, a chef and Unilever Kitchens consultant.
A 2010 study from Forrester Research, “Social Media is Mainstream for Online Hispanics” confirmed that Unilever was on the right track. It reported that, “Hispanics, compared with non-Hispanics, have cultural values that are much more centered around family, friends, and social connections, which makes social media a natural fit for this segment once online. Hispanic consumers continue to lead the general market in online social behaviors.”
Hansell and her team find that culturally relevant open-ended questions tend to illicit the highest level of engagement. To measure results, they analyze engagement metrics across their digital platform, including fan growth, likes, comments and website performance as well as qualitative measures like the sentiment of the feedback they receive. And of course, one huge benefit to social media sites like Facebook is that it’s much easier for friends to exchange information with one another online.
This year at South By Southwest (SXSW) Latinos in the digital media space will have their very own lounge, party, and award ceremony highlighting their innovative work in social media and beyond. The events, wrapped into the name The Social Revolución, are being put together by Cultural Strategies, the communications firm in Austin, Texas.
According to Mando Rayo, who is one of the organizers of the Revolución, highlighting the contributions of Latinos the digital space are important for three primary reasons: recent cultural shifts and trends, mobilizing local and international causes, and finally for innovating when it comes to reaching the Latino community uniquely and authentically online. Holding the event at SXSW’s Interactive Festival made sense, Rayo told us, because it’s the best place to highlight digital breakthroughs, and us the changes Latinos are contributing in this space.
“We’re seeing a demand for more products and services to match the different facets of the Latino community,” Rayo told NewsTaco. “There is also a drive within the culture to innovate and be entrepreneurial. Whether it’s a blog, a social network or other opportunities to connect, Latinos now have more opportunities to be part of the digital space.”
A big part of the Revolución event will be The Revolucionario Awards, which will be awarded in three categories: The New Americano, The Mobilizer and The Innovator. The idea, Rayo told us, is to celebrate the work of Latinos online, whether they are independent or part of larger organizations, and consequently help open doors for even more Latinos in the digital space.
The awards are representative of the changes that Cultural Strategies has observed in the space in recent years, Rayo said. In keeping with the digital same, anyone can nominate people or groups for an award here, keeping in mind that nominees are trendsetters who merge two worlds utilizing online technology to engage and mobilize their audiences.
This event is important because, although Latinos are overpopulated on social networks and social media use, they are not always represented at conferences like SXSWi. The Revolución is one way to bring them front and center, Rayo said, noting that the biggest success would be if it were to become an annual event. Thus far several hundred people are expected to participate, and The Social Revolución has partnered with several other organizations, including News Taco (full disclosure). For more information about the event visit this website.
360i recently released a new report, and the first post in a series, about Hispanic Digital Influencers. Here’s a blurb from the post, as well as the key findings. Download the full report using the link above.
Today, we’re launching the first in a series of reports exploring the role social media plays in the lives of Hispanics living in the United States. Reaching and engaging this population has become increasingly important to marketers over the past decade. The growth of this population presents both the promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power – and the challenge of understanding the cultural nuances of a demographic with unique digital behaviors.
Key Findings— 360i Report on Hispanic Digital Influencers
72% of Hispanic digital influencers choose to communicate in English. And, since Hispanic influencers who communicate in English tend to share more promotional content and equity content rather than personal anecdotes (which are favored by those who communicate in Spanish), there is a ripe opportunity for brands to enter conversations in a valuable way.
General population influencers demonstrate more diversity in what motivates the types of content they share. Hispanic Influencers are primarily motivated by shared cultural ties, and they express culture in four distinct ways. It’s important for brands to understand the specific mindset of the influencer they are trying to reach so they can tailor their approach accordingly.
Informative Mindset (63% of posts analyzed): to inform/educate readers on their area of expertise (topics: cuisine, child raising techniques, language, etc.) Creative Mindset (23%): Learning through blogging and sharing Personal Mindset (8%): Seeking companionship from readers by detailing their life journeys of assimilation and acculturation Awareness Mindset (6%): Recognize social and cultural challenges breakthroughs and accomplishments, and seek to spread awareness about these issues among the community Hispanic influencers include photos in 54% of their posts and links in 65% of posts. Brands should keep this in mind, and include such content and assets in their outreach.
Roughly 33% of images posted tie back to recipe creations, coinciding the cultural importance of meals to the Hispanic Community. 25% of shared links are promotional, driving back to brand or product websites.