engaging latinos online

Engaging Latinos Online#11NTCLatinos

Juan TornoeArmando RayoEric DiazElianne RamosBeverly Robertson

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2010 U.S. Population

2/3 OF LATINOS ARE ONLINE!!!!

Results of a 2009 Ipsos’ US Hispanic Omnibus study show that 63% of Hispanics who live in the US say that they access the internet at least once a month

for information and entertainment.

eMarketer put the number of Latinos Online at 59.5% in 2010

Source: eMarketer 2010

Estimating it would be at 62.9%

by 2011

But…1/5 of Online Hispanics

are “Power Users” (over 24 hours a week on the web)

Source: AOL/RoperASW Hispanic Cyberstudy 2009

So… 11.9% of Latinos Are “Online Power Users”

Source: EMarketer 2010

Latinos Represent about 13% of the entire U.S. Online Population

While constituting 16% of the nation's

total population (headcount)

… and account for 12.5% of total time spent online

by U.S. audiences

Source: Comscore, June 2010

47% of Spanish-dominant Latinos use the internet,

compared with 74% of bilingual Latinos,

and 81% of English-dominant Latinos.

Source: Pew Hispanic Center, 2010

48% of Online Latinos have profiles on social networking websites , being

55% more likely to have one

than Non- Hispanic Whites

Source: Interactive Advertising Bureau, 2010

Top 5 activities of Online Hispanics

Activities Hispanic % Email 72%News/weather 50%Banking 46%Music downloads 32%Travel info 29%

Source: Interactive Advertising Bureau, 2010

21% of U.S. Bloggers are Latinos

Source: Felippe Korzenny, 2010

Online Latinos Spend nearly twice as much time per week

using social networking websites or chatting via instant messaging (5 hours versus 3.5 hours)

compared to Non-Hispanic Whites

Source: Mintel, March 2009

Mobile use

• 31 million of U.S. Hispanics have cell phones (66% of the 46.9 million living here)

• 64% of Hispanics with a mobile phone use it for: texting, accessing social networks, gaming, download music, etc.

Mobile Activity

Source: Mobile Marketing Association, Scarborough Research

5.9M Latino Power User

29.5M Latinos Online

46.9M Latinos

How Big is Your Latino Market?

Latino Engagement Framework• Latino Engagement is a process of

building community, relationships, & trust with Latino communities.

• Latino Engagement utilizes authentic engagement strategies that create advocates for people, neighborhoods & issues within communities.

• It is an inclusive, innovative & culturally relevant approach that informs, educates, engages & strengthens communities.

Latino Community Engagement• Volunteering: Sixty-six percent of

Hispanics/Latinos surveyed volunteer at least once per year.

• Where Latinos volunteer

• Faith-based institutions – 29%

• Community based organizations – 27%

• Educational institutions - 26%

• Issues are primary motivators in Latinos’ decision to volunteer (i.e. education, health, employment)

• Why Latinos volunteer?

• To help others

• Giving back to the community

Opportunities• Church and Family

• Professional and Latino oriented groups

• Organizations deep-rooted in the Latino community

• Latino volunteers and leaders in the pipeline

Barriers• Lack of cultural insights

• Relationships – Latinos to mainstream and vice versa

• Labels – clients vs leaders

• Time, schedules, family, work, etc.

Latino Engagement

Engage - Share your experience. Discuss viewpoints. Respect others.

Educate - Learn the issues. Acquire new skills. Know your community.

Volunteer - Give an hour. Give a Saturday. Give your best.

Advocate - Champion a cause. Stay informed. Raise Awareness. Find your voice.

Give - Research. Understand. Invest.

Lead - Influence others. Open doors. Create systemic change.

Creating Advocates

INSPIRE

Inspire people to take action that changes the world

•Engage•Passion•Story•Create Possibilities•Connect•Open Doors•Be Relevant•Diverse & Inclusive•Innovate•Create Relationships

EQUIP

Equip people with skills, knowledge & abilities

•Educate•Skills•Abilities•knowledge•Information•How to’s•Leadership•Talking Points

MOBILIZE

Mobilize people & networks to take action.

•Call to Action•Resources•Step by step•Online/offline Transition•Incentives•Create Advocates

Latino Engagement

Relevance

Understand culture, traditions and history

Understand your and the community’s motivations, desires, needs and wants

Honor, respect and be authentic

Engagement

Utilize culturally relevant messages and approaches

Build meaningful connections

Listen to people’s concerns, needs and aspirations

Interact and include community members in the process

Create ambassadors

Engage, not just outreach

Commitment

Be intentional & committed for the long haul

Show up frequently and when it matters

Collaborate with multicultural organizations and groups

Equip people with skills, knowledge and abilities

Utilize community members as leaders

VIVIR UNIDOS

http://www.youtube.com/user/armandorayo#p/u/15/toP_94ANEb4

Spanish Social Media Listening

What you will hear:‣Spanish vs. English Sentiment‣Local Conversation Listening‣Top Listening Tools‣Costs of Listening Tools

Spanish Sentiment not always the same as English Sentiment

‣A look at what people say about Toyota in both languages

› @GitVort: GM said it wanted to thank those who made its recovery possible: Toyota's brakes, Toyota's steering, Toyota's accelerator...

› @mattjonesy I hate Toyota. They mess up my car and I have to pay $100 to have them test to figure out whats wrong. #BuyAmerican

› @lindseykbarber: i'd rather save up my money and get a car i kind of want that get one i absolutely don't want. NO MOM I DON'T WANT A '99 TOYOTA COROLLA

Spanish Sentiment vs. English Sentiment

Spanish Sentiment vs. English Sentiment

› @kogliostro: RT @merckmf: @kogliostro mejor un toyota te da mucho por tu $$ <- tomando nota #QueridosSantosReyes

› “Toyota is best, gives you a lot for your money”

› @estafacil: RT @angelperez76: @estafacil 9 de cada 10 clientes volverían a comprar un Toyota / Yo soy 1 d esos 9. Extraño a mi Camary / era muy bonito!

› “9 out of 10 customers would buy another Toyota / I am one of those 9. I miss my Camry, it was beautiful!”

› @zurimy3: si la pscina es honda... el mar es toyota???› “If a Honda is a pool, the ocean is a Toyota?”

‣Do people discuss obesity in Miami?

Local Conversation Listening

Local Conversation Listening

› @fat_losing: Duerma más y evite la obesidad http://bit.ly/gq9ZYk ”Sleep more and avoid obesity.” http://bit.ly/gq9ZYk (Miami)

› @renzoespino: México es el primer lugar mundial en obesidad infantil. ”Mexico is the #1 location worldwide for infantile obesity.” (Miami)

› @NS_Patriota: El Gobierno Americano debería regalar Kinects y Xbox para combatir la obesidad. Es tremendo accesorio :D ”The US Govt should give out Kinects and Xboxes to combat obesity. It’s a great tool :D” (Miami)

Top Listening Tools: On the Go

‣Hootsuite iPhone app keeps me updated all day

Top Listening Tools: At the Office

‣Website Hootsuite and its Lists function is my day to day favorite

‣When the analysis is critical, Crimson Hexagon is my power tool of choice

‣Generally costs between $1,500 - $5,000 monthly

Top Listening Tools: Power Tool

‣search.Twitter.com

is Free

‣ Is basic but very

functional for trying

out new searches

‣Gives the user a

quick pulse on

conversation around

any topic

No Budget, No Problem

‣Search.Twitter.com or Hootsuite.com‣Free‣Provides instant view on most any conversation

‣Radian6‣Min: $600/month‣Provides in depth analysis of the volume of conversation around any

topic

‣Crimson Hexagon‣Min: $1,500/month‣Tool learns what you are looking for to provide intelligent analysis of

why people have sentiment around any topic

Top Options for Social Media Listening

40

Latism.org/beta

41

Latism.org/beta

42

#LATISM Twitter parties

43

Reach for last week’s party on Latinos & Education

AVERAGE PARTY/CHAT REACH

44

2043

KEYWORD USE [last week]:

4952

1178

LATISM DAILY ENGAGEMENT ONLINE

45

Sharing commonBELIEFS

OTHER WAYS WE ENGAGE

46

Sharing common GOALS

47

939 PARTICIPANTS

CROWD - SOURCING

Allowing the community to shape what we do

----------------------------

FINDING ANSWERS TOGETHER

48

Taking it OFFLINE

49

Elianne Ramos

The measurements that matter

Reach – how far does your message travel?When people engage with you on any of your channels, all the people they are connected to are (potentially) exposed to the same conversation.

Engagement ratio – how involved do people get? This includes reading, replying to or forwarding your posts, liking or mentioning your brand, visiting your channel page, clicking on your links, or inviting friends to your channel.

Influence – how much do people trust you?Measures how likely are people to actively pass on or promote any message you publish in a channel – helps you determine who you might want to engage in social conversations

Things to keep in mind

A social media campaign is an ongoing process. • It CAN NOT be executed in “5 minutes a day”

As much as you like the story, it is NOT about you. Not every topic is going to be a winner

“VIRAL” is an extremely overused term

Social Media is Social • It is NOT a bulletin board

March of Dimes Mission

Pregnancy & Newborn Health Education Center

Web — nacersano.org Consumer questions — e-mail, social media E-newsletters – preconception and pregnancy

topics Video Social media

Blog Twitter Facebook Share your Story – Comparta su historia

Web: mobile devices2010 Use of mobile devices to access/browse nacersano.org

Name Usage

iPhone 32.13%

BlackBerry 14.15%

Nokia 13.28%

iPod 11.12%

iPad 7.25%

Samsung 1.66%

Motorola 0.80%

Other 19.61%

Total 100%

Consumer questions

Spanish-language Requests

Type 2009 2010 % Change

E-mail 7,044 5,689 -24%

Social Media

3,501 4,648 +33%

English-language Requests

Type 2009 2010 % Change

E-mail 2,883 2,909 +0.89%

Social Media

1,527 5,951 +74%

Twitter Chats

• Spanish-language Twitter chats: Monthly Content specific (i.e. folic acid, Diabetes) Real-time Two way conversation #nacersano and #nacersanobaby Average people reached: 37,485

What’s Next?

• Epubs for tablets• Spanish language mobile apps• QR codes• More chats

Stay in touch

• jtornoe@cultural-strategies.com• arayo@cultural-strategies.com

• diaz@dkwebconsulting.com

• elianne@latism.org

• brobertson@marchofdimes.com

Session EvaluationEach entry via text or web is a chance to win

great NTEN prizes throughout the day!

Session Evaluations Powered By:

TEXTText #11NTCLatinos to

69866.

ONLINEUse #11NTCLatinos at http://nten.org/ntc/eval