This document discusses strategies for engaging Latinos online. It provides statistics showing that two-thirds of Latinos in the US access the internet, with about 12% being "power users" spending over 24 hours per week online. The top online activities for Latinos are email, news, banking, music downloads, and travel information. Social media engagement is also discussed, with about half of online Latinos having social networking profiles. The document then discusses frameworks and best practices for authentic Latino engagement online and in communities through volunteering, advocacy, and leadership.

1. Engaging Latinos Online #11NTCLatinos Juan Tornoe Armando Rayo Eric Diaz Elianne Ramos Beverly Robertson

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4. 2010 U.S. Population

5. 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 monthfor information and entertainment.

6. eMarketer put the number of Latinos Online at 59.5% in 2010 Estimating it would be at 62.9% by 2011 Source: eMarketer 2010

7. 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”

8. Source: EMarketer 2010 Latinos Represent about 13%of the entire U.S. Online Population While constituting 16% of the nation's total population (headcount)

9. … and account for 12.5% of total time spent online by U.S. audiences Source: Comscore, June 2010

10. 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

11. 48% of Online Latinos have profileson social networking websites , being 55% more likely to have onethan Non- Hispanic Whites Source: Interactive Advertising Bureau, 2010

12. 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

13. 21% of U.S. Bloggers are Latinos Source: Felippe Korzenny, 2010

14. 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

15. Mobile use Mobile Activity 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. Source: Mobile Marketing Association, Scarborough Research

16. How Big is Your Latino Market?

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

21. Where Latinos volunteer

22. Faith-based institutions – 29%

23. Community based organizations – 27%

24. Educational institutions - 26%

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

26. Why Latinos volunteer?

27. To help others

29. Professional and Latino oriented groups

30. Organizations deep-rooted in the Latino community

32. Relationships – Latinos to mainstream and vice versa

33. Labels – clients vs leaders

36. Passion

37. Story

38. Create Possibilities

39. Connect

40. Open Doors

41. Be Relevant

42. Diverse & Inclusive

43. Innovate

45. Skills

46. Abilities

47. knowledge

48. Information

49. How to’s

50. Leadership

52. Resources

53. Step by step

54. Online/offline Transition

55. Incentives

57. VIVIR UNIDOS

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

61. Local Conversation Listening

62. Top Listening Tools

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

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

67. @estafacil: RT @angelperez76: @estafacil 9 de cada 10 clientesvolverían a comprar un Toyota / Yo soy 1 desos 9. Extraño a mi Camary / era muy bonito!

68. “9 out of 10 customers would buy another Toyota / I am one of those 9. I miss my Camry, it was beautiful!”

69. @zurimy3: si la pscinaeshonda... el mar estoyota???

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

74. Is basic but very functional for trying out new searches

76. Free

77. Provides instant view on most any conversation

78. Radian6

79. Min: $600/month

80. Provides in depth analysis of the volume of conversation around any topic

81. Crimson Hexagon

82. Min: $1,500/month

85. 40 Latism.org/beta

86. 41 Latism.org/beta

87. 42 #LATISM Twitter parties

88. 43 AVERAGE PARTY/CHAT REACH Reach for last week’s party on Latinos & Education

89. 44 LATISM DAILY ENGAGEMENT ONLINE 2043 1178 KEYWORD USE [last week]: 4952

90. 45 OTHER WAYS WE ENGAGE Sharing common belieFS

91. 46 Sharing common GOALS

92. 47 CROWD - SOURCING 939 participants Allowing the community to shape what we do ---------------------------- FINDING ANSWERS TOGETHER

93. 48 Taking it OFFLINE

94. 49 Elianne Ramos

95. 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

97. “VIRAL” is an extremely overused term

99. March of Dimes Mission

101. Consumer questions — e-mail, social media

102. E-newsletters – preconception and pregnancy topics

103. Video

104. Social media

105. Blog

106. Twitter

107. Facebook

109. Consumerquestions English-language Requests Spanish-language Requests

111. Content specific (i.e. folic acid, Diabetes)

112. Real-time

113. Two way conversation

114. #nacersano and #nacersanobaby

116. Stay in touch jtornoe@cultural-strategies.com arayo@cultural-strategies.com diaz@dkwebconsulting.com elianne@latism.org brobertson@marchofdimes.com

117. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT Text #11NTCLatinos to 69866. ONLINE Use #11NTCLatinos at http://nten.org/ntc/eval Session Evaluations Powered By: