engaging latinos online
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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
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