We have been working on a way to clearly, but un-intrusively, provide access to our client's online Spanish content. The "En Español" button or hyperlink is simply boring (and it disenfranchises a percentage of the site's visitors), the Flag - be it from Spain or Mexico - even though helpful, to a certain degree leaves out people from other nationalities/heritages.
So in this new world where Social Media is pervasive, we found a way to "stand on giant's shoulders" and take advantage of the ever-present icons leading people to a company's social media pages: Sneaking in between the facebooks and twitters of the world a little icon with a simple "ñ" - enie. If in doubt of what it means, whenever someone hovers over it, a little text message appears which reads "En Español". Click and estarás en el contenido en español del sitio web.
Yes, the "ñ" is not exclusively used in Spanish but it has become a symbol that universally represents it.
Check our the unveiling of the Eñe Icon at our client's site: http://www.finishatut.org/ , The University of Texas System's new online bachelor's degree completion program.
More than 3 in 5 African American, Hispanic, and Asian American women in the US have a smartphone in their household, compared to just one-third of Caucasian women, according to a November 2011 report from Nielsen. Data from “Women of Tomorrow” indicates that levels of adoption among other technologies are much more similar: roughly 95% of women across all ethnicities are connected to the Internet and TV, slightly edging cell phone penetration rates. TV has the highest level of penetration for Asian American (98%), African American (96%), and Caucasian (96%) women, while the internet takes primacy among Hispanic women (97%).
Franchise4Hispanics.com Was Developed to Reach Those Hispanic Entrepreneurs That Are English-Preferred
Sept. 22, 2011
MIAMI, FL, Sep 22, 2011 (MARKETWIRE via COMTEX) -- BuscaTuFranquicia.com is pleased to announce that they have launched Franchise4Hispanics.com, a full English-language version of the company's highly praised website. The Spanish-language version of the website was initially launched in mid-February 2010 and has quickly become the leading franchise opportunities directory for US Hispanics.
With this new website development, BuscaTuFranquicia.com now allows Hispanic entrepreneurs, regardless of their language preference, to connect directly with franchise companies that are interested in recruiting Hispanic franchisees. Since its initial launch in 2010, thousands of leads have registered monthly by BuscaTuFranquicia.com from 47 of the 50 states, including Florida, Texas, California, New York, Georgia, New Jersey, Illinois and Virginia. Now, with the new addition (Franchise4Hispanics.com), BuscaTuFranquicia.com expects a rise in the amount of traffic and the number of prospects coming from English-preferred and English-dominant Hispanic entrepreneurs.
According to Jose Torres, Principal with BuscaTuFranquicia.com, "Latinos represent by far the fastest growing segment of the US population. With Franchise4Hispanics.com, we can now reach the entire spectrum of Hispanic entrepreneurs, regardless of their language preference or dominance when they are doing their Internet search to find best franchise opportunities."
BuscaTuFranquicia.com / Franchise4Hispanics.com feature some of the very best franchise and business opportunities for Hispanics in various sectors. Prospects can search by franchise category, by State, and by level of investment to learn more information about what, how, and where to open their business.
If you're a US Hispanic or Latino, have an entrepreneurial mind and are searching for the right franchise, view our list of top franchise opportunities for Hispanics. If you're a franchise and trying to boost your franchise sales among this fast growing market, contact BuscaTuFranquicia.com to receive advertising opportunities.
According to a study from the Pew Research Center, reported in Marketing Charts, 65% of Latino and 66% of African American adults went online in 2010, roughly 14% less than the 77% of white adults who did so. Additionally, only 45% of Latinos have broadband access at home, 13% less than the 52% of blacks and 31% less than the 65% of whites with home broadband access.
When controlling for education and income, the differences in these three measures between Hispanics and whites disappear. In other words, Hispanics and whites with similar socioeconomic backgrounds have similar usage patterns. Moreover, those born in the US and bilingual and English-dominant Latinos were more likely to use digital technologies.
Latinos Less Plugged-In (% of Respondents)
Home Broadband Access
Cell Phone Use
Source: Pew Hispanic Center Survey, August 2010
Pew analysis indicates that bilingual and English-dominant Hispanics are far ahead of Spanish-dominant Latinos in many measures of digital usage, too. Spanish-language Latinos are significantly less likely to use the internet, have a home internet connection, have home broadband access, or have a cell phone than English-dominant and bilingual Latinos. However,Spanish-dominant Internet usage has increased to 47% in 2010.
In Latino TV consumption, Spanish-language Univision is now the fifth-largest network in primetime audience in the US. Univision dwarfs all other Spanish-language broadcasters in the US. In the 2010-2011 television season, Univision was the only major US TV network to grow average primetime audience among 18-49 year olds, up 8% compared to the season before. For the same demographic group among the English-language networks, Fox lost 4%, CBS lost 8%, ABC lost 9% and NBC lost 14% in the same period.
Univision Competes With Big Four Networks (Viewers 18-49; Millions; Season Avg. Through 5/15/2011)
Source: Nielsen, May 2011
In total viewers, Univision remains behind its English-language counterparts (ABC, CBS, Fox and NBC). But it has closed the gap substantially in recent years. For the season running June 2010-May 2011, Univision averaged 1.9 million viewers ages 18 to 49 in primetime, just more than a million shy of the fourth-ranked English-language network, NBC.
On a number of occasions throughout the 2010/2011 season, moreover, Univision even surpassed one or more the English-language networks:
July 2010 was the first month in which Univision attracted more 18-to-34-year-old viewers in primetime than any network, including ABC, CBS, Fox and NBC
About half of the nights during the first quarter of 2011 it attracted more 18-to-49-year-old viewers than NBC
For 22 nights over the February 2011 sweeps period, Univision had higher ratings in primetime than at least one of the big four English-language networks in the 18-34 or 18-49 age groups
Later, for a week in April 2011, Univision attracted more primetime viewers than NBC - the second time in four weeks that it edged out a big network
And for a week in May 2011, Univision was the No. 3 broadcast network in primetime, ahead of CBS and NBC with 1.1 million viewers ages 18 to 34
César Conde, president of Univision, told the Miami Herald that "... Univision has gotten so big over the years that our primary competition is the English-language networks... "
Additional findings noted in the report:
The Latino Print Network, whose measures include both Spanish and English language newspapers aimed at the Hispanic population, estimated Hispanic newspaper ad spending in 2010 at $712 million, a 5.6% drop from $754 million a year earlier
In 2010, local ads accounted for 78% of all Hispanic newspaper ad revenue, or $554 million, according to Latino Print Network. National ad revenue accounted for 21% ($151 million); online web advertising represented only 1% of ad revenue ($7.2 million)
By the most recent count (fall 2009), there were 1,323 Spanish-language stations
Pew estimates Spanish-language magazine ad spending grew 5% year-over-year in 2010
And, according to a July 2011 survey from the Pew Research Center, younger adults, minorities, and lower income earners who own smartphones are likeliest to use them to access the internet. 42% of 18-to-29-year-old smartphone owners mostly use them for web access, double the 21% of 30-to-49-year-olds who do so and more than four times the 10% of smartphone owners 50 and older, while 38% of black and Latino smartphone owners mostly use the devices for web access, more than double the 17% of white smartphone owners who do so.
Back in May I took a look at how Hispanics were embracing emerging social media platforms and Tumblr caught my eye. When Tumblr announced last week that they now support Spanish, I thought I would see how Tumblr had progressed in the past few months. What I found was impressive. Tumblr has grown exponentially among Hispanics and now represents a platform Hispanics online marketers should seriously consider.
A cross between a blogging platform and Twitter, Tumblr makes it easy to share content and interact with it. Today there are over 28 million Tumblr blogs. Through Tumblr’s intuitive “liking” and “re-blogging” features, users share photos, videos or articles with their followers, who then amplify the content by re-blogging it to their networks.
Hispanic usage of Tumblr continues to skyrocket
Back in May 2011, comScore reported that 787,000 Hispanics visited Tumblr, making up 9% of total US traffic. In July 2011, Hispanic visitors to Tumblr skyrocketed to 1.5 million or 11% of US traffic. In the past 12 months, Tumblr’s total US traffic grew 218% while Tumblr’s US Hispanic traffic grew 312%. To put things in perspective, take a look at how Tumblr stacks up from a Hispanic traffic perspective to some leading Spanish language sites.
When taking a closer look at Tumblr’s 1.5 million monthly Hispanic visitors we find that they are more likely to be female, have children, prefer English and be younger than the aggregate Hispanic online market. Here is a quick comparison of Tumblr’s Hispanic users compared to Hispanic online market in general.
Age 12-34 o Hispanic online market 47% o Tumblr 77% Female o Hispanic online market 49% o Tumblr 52% Have Children o Hispanic online market 63% o Tumblr 70% Prefer English o Hispanic online market 54% o Tumblr 59%
The opportunity is wide open
Despite these impressive statistics, I am not aware of any large brands or organizations (besides Univision News) that have leveraged Tumblr to reach Hispanics. I will be keeping my eye on Tumblr to see who takes advantage of this opportunity.
US Latinos are less likely to access the internet, have a home broadband connection or own a cell phone than whites or blacks, according to an August 2011 study from the Pew Research Center Project for Excellence in Journalism. Data from “The State of the News Media 2011″ indicates that about two-thirds of Latino (65%) and African American (66%) adults went online in 2010, roughly 14% less than the 77% of white adults who did so.
Furthermore, only 45% of Latinos have broadband access at home, 13% less than the 52% of blacks and 31% less than the 65% of whites with home broadband access. Just more than three-quarters, 76%, of Latinos owned a cell phone in 2010, 4% less than the 79% of blacks 11% less than the 85% of whites who owned cell phones.
Socioeconomics, Language Play Key Roles
When controlling for education and income (Pew data shows that on average, Hispanics have lower levels of education and earn less than whites do), the differences in these three measures between Hispanics and whites disappear. In other words, Hispanics and whites with similar socioeconomic backgrounds have similar usage patterns. Moreover, those born in the US and bilingual and English-dominant Latinos were more likely to use digital technologies.
Pew analysis indicates that bilingual and English-dominant Hispanics are far ahead of Spanish-dominant Latinos in many measures of digital usage, too. Spanish-language Latinos are significantly less likely to use the internet, have a home internet connection, have home broadband access, or have a cell phone than English-dominant and bilingual Latinos. But Spanish-dominant internet usage has increased 31%, from 36% in 2009 to 47% in 2010.
Univision Competes with ‘Big Four’ Networks.
Looking at trends in Latino TV consumption, Spanish-language Univision is now the fifth-largest network in primetime audience in the US. Univision dwarfs all other Spanish-language broadcasters in the US. In the 2010-2011 television season, Univision was the only major US TV network to grow average primetime audience among 18-49 year olds, up 8% compared to the season before. For the same demographic group among the English-language networks, Fox lost 4%, CBS lost 8%, ABC lost 9% and NBC lost 14% in the same period.
In total viewers, Univision remains behind its English-language counterparts (ABC, CBS, Fox and NBC). But it has closed the gap substantially in recent years. For the season running June 2010-May 2011, Univision averaged 1.9 million viewers ages 18 to 49 in primetime, according to Nielsen data cited by The Wall Street Journal. That would rank it just more than a million shy of the fourth-ranked English-language network, NBC, which dropped to 3.1 million viewers in that age group. Rival Spanish-language network Telemundo, by comparison, averaged less than half of Univision’s audience, 650,000 viewers between 18 and 49 for the same period, down 1.5%.
The Latino Print Network, whose measures include both Spanish- and English-language newspapers aimed at the Hispanic population, estimated Hispanic newspaper ad spending in 2010 at $712 million, a 5.6% drop from $754 million a year earlier.
In 2010, local ads accounted for 78% of all Hispanic newspaper ad revenue, or $554 million, according to Latino Print Network. National ad revenue accounted for 21% ($151 million); online web advertising represented only 1% of ad revenue ($7.2 million).
By the most recent count (fall 2009), there were 1,323 Spanish-language stations, up 8% from 1,224 in fall 2008.
Pew estimates Spanish-language magazine ad spending grew 5% year-over-year in 2010.
Young, Minorities Dominate ‘Cell Mostly’ Web Use
Younger adults, minorities, and lower income earners who own smartphones are likeliest to mostly use them to access the internet, according to a July 2011 survey from the Pew Research Center Internet & American Life Project. Survey data indicates 42% of 18-to-29-year-old smartphone owners mostly use them for web access, double the 21% of 30-to-49-year-olds who do so and more than four times the 10% of smartphone owners 50 and older.
In addition, 38% of black and Latino smartphone owners mostly use the devices for web access, more than double the 17% of white smartphone owners who do so.
So how many Hispanics could potentially be inspired to join your brand’s newly launched Facebook page?
Well, before you look at your options for engaging Hispanics on Facebook you need to decide is whether your page will be targeting Spanish or English dominant Hispanics. This makes a great difference to many parts of the Facebook page including the overall potential reach. So let’s review how many US Hispanics could potentially sign up as a fan on your brand’s Facebook Page.
How many Hispanics are English or Spanish Dominant?
In today’s environment there are 13.5 million US Hispanics on Facebook. Of that amount 31%, or 4.2 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. 5.9 million Hispanics favor English and are more likely to fan a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (3.4 million) are bilingual and consume content in either language. The graph below sums it up:
Are the portions what you would have imagined?
What Facebook Pages would these different groups prefer? Spanish preferring Hispanics would likely gravitate to pages offering daily content in Español including the Centers for Disease Control (CDC) page. Two other pages catering to Spanish dominants are the Castro | Facebook page and the NBA's Spanish Facebook page. Hispanics that speak and consume media in English are likely to prefer general market English pages. However, a good example of pages catering to US Hispanics preferring English include the Mexican Word of the Day page as well as the American Latino Museum page. A few good Bilingual pages include those of the artist Many Chao as well as page operated by Proctor and Gamble, Tu Pantene.
And how in the planet do we know this you ask?
1. Total US Facebook users = 150MM (500MM * 30%). Facebook estimates that 30% of its users are outside of the US. 2.Total US Hispanic Facebook Users = 13.5MM (150 * 9%). Based on Facebook’s estimate of diversity amongst its users using Census data. 3. Spanish Dominant US Hispanics = 4.2MM (13.5MM * 31%). Combines Latin Americans and all Spanish favoring Hispanics in the US. 4. English Dominant US Hispanics = 5.9MM (13.5MM * 44%). Includes 2nd and 3rd generation Hispanics and all other English favoring Hispanics. 5. Bilingual US Hispanics = 3.4MM (13.5MM * 25%). The large portion of Hispanics whom are comfortable with either language.
Note: There are differing thoughts on how best to calculate the number of Hispanics on Facebook. Other notable resources (See AOL Cyberstudy below) would suggest that an appropriate measure may be estimations of the portion of Online-Hispanics that are bilingual or English or Spanish dominant. These estimates vary from different sources and may be helpful to consider for your campaign.
Thoughts? How do these figures compare with what you would imagined? What other factors are key when determining the tonality of messaging to the US Hispanic audience? Please place your thoughts in the Comments below.
A new Twitter handle, @SearsLatino, and Facebook page seek to promote Sears to Hispanic consumers. The SearsLatino Facebook page features a contest cosponsored by Whirlpool and marketing for back-to-school apparel.
August 3, 2011
By Paul Demery
Sears Holdings Corp. is finding new ways to say “Hablamos espanol” and connect with Hispanic consumers. Through a new @SearsLatino Twitter handle and a new bilingual Facebook page, the chain retailer is reaching out to online Latino shoppers like never before.
"The Latino market is a vitally important customer segment for us. Given its population growth and high adoption of social media, this is a natural extension of our online initiatives," says Oscar H. Castro, director and general manager of international e-commerce for Sears, No. 7 in the Internet Retailer Top 500 Guide. "We want to create an engaging community for all of our Latino customers, whether they prefer English or Spanish, and whether they are in California, Puerto Rico, Mexico, Brazil or elsewhere in the world.”
A prominent promotion running on the Sears Latino Facebook page, for example, is a bilingual Spanish-English ad co-sponsored by Sears and Whirlpool Corp. that encourages consumers to “Like” SearsLatino by offering them a chance to win a top-load washer and matching dryer. “Pon que te gusta SearsLatino e ingresa para tener la posibilidad de ganar!” the ad says. Or in the English version in the same ad: “Like SearsLatino and enter for a chance to win!”
The Sears-Whirlpool sweepstakes, which launched July 25, had garnered 14,000 Likes by Aug. 3. Sears and Whirlpool plan to launch another Facebook promotion Sept. 9 that will award a new set of kitchen appliances to the person who submits the “comfort food” recipe that wins the most Facebook fans.
In another effort on its SearsLatino Facebook page launched this week, “Mama Back to School,” Sears provides product images and information on coordinated back-to-school outfits, including apparel and backpacks.
On Twitter, Castro and others have engaged in dozens of tweets in both English and Spanish via @SearsLatino, including several in which Castro promotes the retailer’s new Latino social networking efforts. “Glad 2 b recognized as 1 of few,” he tweeted in a response to a consumer who had posted to Twitter about the lack of Spanish product pages offered by other online retailers. Sears is encouraging its employees to join in the @SearsLatino tweets and asking employees to invite their friends and families to participate, a spokesman says.
The Facebook and Twitter efforts are producing good feedback from customers, Sears says. "We are seeing a positive response from the Latino community," the spokesman says.
The social marketing efforts complement Sears’ long-standing strategy of offering a Spanish-language version of its e-commerce site, which it introduced a decade ago. Sears introduced a bilingual e-commerce site last year targeted at consumers in Puerto Rico that offers SKUs not available on its U.S. site.
Sears is targeting a segment of the U.S. population that is growing rapidly, but is not entirely homogeneous. The 2010 U.S. Census counted 50.5 million Hispanics in the United States, representing 16.3% of the total U.S. population. Use of the Internet varies widely among different segments of the Hispanic population, however, with those who don’t speak much English least likely to be online, according to a report released earlier this year by the research organization Pew Hispanic Center, “Latinos and Digital Technology 2010.” The report (which uses the terms Latinos and Hispanics interchangeably) notes that, as of 2010, 65% of U.S. Hispanics were online, compared with 66% for blacks and 77% for whites.
Among U.S.-born Latinos, however, 81% were online as of 2010, compared to only 54% of U.S. Latinos born outside the United States. And among U.S. Hispanics whose dominant language is English, 81% were online, compared to 74% of bilingual Hispanics and 47% of Hispanics whose dominant language is Spanish.
Before you finish reading the first paragraphs of this column, one Latino will be turning 18 years old. Yes, every 30 seconds one Hispanic will be celebrating his 18th birthday but also the path to adulthood, representing an important opportunity for a wide range of businesses and organizations.
Employers, universities, and politicians are all trying to seduce this fast-growing segment. And social media can be a very powerful tool for that. I'm not thinking about Facebook or Twitter, but of a more silent yet fast growing network: LinkedIn.
In Search of Latinos on LinkedIn
LinkedIn growth among Latinos is impressive: more than 100 percent in a year. According to comScore, by June 2011, 10 percent of Latinos online used LinkedIn. That is 3.1 million versus 1.4 in that same month in 2010.
Yet, finding Latinos online can be challenging, as Giovanni Rodriguez wrote in his article "Where are all Latinos on LinkedIn?"
I ran a search on LinkedIn and using both Latino and Hispanic terms, combined results showed only 112,000 people. That means that a mere 3.6 percent of the total Latinos on LinkedIn identified themselves as either Latinos or Hispanics. The same happened when I searched for active jobs. Only 82 jobs shown were related to either Latino or Hispanic terms, 0.18 percent of the total (45,501) jobs that were active. I also tried a search that included Spanish, and even though the results were higher (790), it still was less than 2 percent of all jobs on LinkedIn.
The Latino Nature of Groups
Latinos make up 14.3 percent of the workforce, a much higher presence than the one shown in my LinkedIn search mentioned above. It's pretty clear to me that there's a missed opportunity.
From a business perspective, LinkedIn Groups represent an excellent option to target Latinos. There are many Latino (and or Hispanic) identified groups totaling 1,370. From the National Society of MBA to Marketing Professional Associations, these groups have thousands of members and keep growing.
Reaching out to LinkedIn Groups means not only reaching the final audience, but, more importantly, reaching the influential Latinos.
For example, Doris Aguirre - a seasoned recruiter in the marketing industry - created a group that discusses Latino marketing issues. She has already reached almost 700 influential members in her group, and that can be very useful for potential job searches.
Also, you can use Groups to target Latino-related professionals. I say related because the notion of Latino shouldn't be limited to actual Latinos. When looking for a bilingual sales rep, any American that is fluent in Spanish might qualify. A Latin American arts professor doesn't necessarily have to be Latino but rather have the educational background to fill that position.
Latinos make up 23 percent of the 17 and under U.S. population (over 17 million). This is a 39 percent increase in 10 years. If you are either looking for a partner, recruiting, or want to spread an idea or have someone to vote for it, LinkedIn provides a unique opportunity to target Latinos.
Here are some initial thoughts on how:
Engage in LinkedIn Groups, don't just simply join. Provide content and be an active part of the conversation. Or create one on a subject that's not already covered.
Identify Latino leaders in specific fields (HR, marketing, sales, education, social media, etc.) and start building relationships. Don't wait till the moment you need a leader or help.
When posting job opportunities, think how they can be relevant to Latinos. Your responses can increase exponentially.
Make sure to include both Latino and Hispanic terms in your profile or in the jobs that you are posting.
Ask your Latino employees to join groups that might be relevant for potential needs to your company.
Post your company news, links to recent blog posts and your Twitter feed, etc. on LinkedIn.
Make your company profile relevant to Latino professionals .
As I covered in previous columns, Latinos are leading a social media explosion. And this also applies to LinkedIn, so don't wait till you see it in the headlines. Start leveraging this opportunity before your competition does.
Remember, every 30 seconds a Latino turns 18 years old. Think how many minutes it took you to read this column and do the math.