US Hispanic Social Media

U.S. Hispanic Social Media Guide
2010-2011 Edition

Publisher’s Note Table of Contents

Publisher’s Note 1

Social Media and Word of Mouth Becoming Pivotal Channel to
Engage and Drive Advocacy Among Hispanic Audiences 3
Paul M. Rand

Hispanic Social Media Leadership Roundtable 5
It’s never a small feat to say you will create the marketing
industry’s premiere guide on how to reach Latinos through Who’s Best Suited to Lead Hispanic Social Media Marketing? 12
social media but that’s exactly what I think we’ve delivered Manny Ruiz
here in this first annual 2010-2011 U.S. Hispanic Social
How to Build and Manage a Hispanic Online Community 19
Media Guide.
Jose Villa
Earlier this year we gathered some of the nation’s top
Hispanic marketing talents at the inaugural Hispanic PR Social Media is a Fact of Life and the Key to Success 22
& Social Media Conference in Dallas and we asked them Gaby Alban
to share their top tips on Latino social media marketing.
Many of those terrific “how to” insights and most of those Hispanics and Social Media: A 23 Million Person Conversation 23
gifted marketers are spotlighted here in this guide, a terrific Armando Azarloza
companion to the historic national conference that made this
guide possible. How to Effectively Work with Hispanic Bloggers 24
Manny Ruiz
If you are a marketer in the corporate, government or non-
profit field, please know that like the conference that gave How to Reach U.S. Hispanics with Spanish-Languages SEM
birth to it, this guide has been produced with you in mind. Strategies 27
We hope you will find this guide to be as useful and practical Silvia Prado
as anything you have ever seen about this topic.
Hispanics Beyond Broadband: Leveraging Video and
In closing I wish to thank our two partner organizations that 29
Web 2.0 to Facilitate Online Conversations
also helped make this guide possible, the Hispanic Public
Cristy Clavijo-Kish
Relations Association (HPRA) and the Word of Mouth
Marketing Association (WOMMA). Both organizations are Measuring Multicultural & Multilingual Social Media 32
working together with the Hispanic PR Blog this summer Stephanie Noble and Midy Aponte
and through the balance of the year to coordinate roundtable
discussions across the country for what we call the 2010 U.S. Meet The Latino King of Facebook 34
Hispanic Social Media Insights Tour. If you are interested in Katherine Johnson
learning more about this tour in your city, connect with us by A Directory of Hispanic Social Media
e-mail at mruiz@hispanicprblog.com or by monitoring our Marketing Resources 37
news at HispanicPRBlog.com. Yeniret Prokesch
It’s my sincere wish that you enjoy the fruit of our labor with
this guide. We’ve made an earnest effort to explore the issues Hispanic PR Census Results Show Marketing Pros 39
impacting Hispanic social media in a way that is refreshing Feel PR Best Suited to Lead Social Media
and complete.
U.S. Hispanic Social Media Facts: A 2010 Snapshot 40
In the spirit of social media, may you enjoy it and discuss it!
Sincerely,
The WOMMA Guide to Disclosure in Social 52
Media Marketing
Manny Ruiz
Publisher
2010-2011 U.S Hispanic Social Media Guide

2010-2011 U.S. Hispanic Social Media Guide

Social Media and Word of Mouth Becoming Pivotal Channel
to Engage and Drive Advocacy Among Hispanic Audiences

By Paul M. Rand or product in a way that incremental advertising spending
simply cannot. It’s also not a one-hit wonder. The right
More than 90% of all consumers report that the recommendation of messages resonate and expand within interested networks,
a friend, family member or expert is the leading influence on their affecting brand perceptions, purchase rates, and market
purchase behavior. And with 77% of Hispanic-Americans engaging share.
in some kind of online socializing (as noted by the Hispanic Ad 4. The rewards of pursuing excellence in word-of-mouth
Agency, Dieste, in their recent report titled “10 Things You Should marketing are huge, and it can deliver a sustainable
Know About U.S. Hispanics”), social media is quickly becoming the and significant competitive edge few other marketing
battleground in which brand allegiances are won or lost. approaches can match.
The reach and impact of social media and word of mouth marketing
As brands seek to become more talked about and recommended
for the Hispanic market is significant – and just being fully realized.
than their competitors, word of mouth and social media marketing are
Through this Guide, and follow on editions, we look forward to
no longer ancillary marketing efforts. Instead, defining and pursuing
bringing you the most current and useful information on how to best
how you want your brand to be talked about and recommended is understand and meaningfully engage this important audience. 
helping marketers shape, focus and drive the overall marketing mix.
About the author: Paul M. Rand is President/CEO of Zócalo Group,
Knowing that U.S. Hispanic buying power will exceed $1.3 trillion by a full-service Word of Mouth and Social Media Marketing Agency
2013, many brands may be tempted to simply extend their general and President of the Word of Mouth Marketing Association. His
market efforts — as advanced or nascent as they may be — to e-mail is prand@zocalogroup.com. His Twitter is @paulmrand
Hispanics without understanding cultural and media consumption
differences. 2010-2011 U.S. HiSpanic Social Media GUide
Publishers
Take your time. Do it right. Understand what goes and what doesn’t
Manny Ruiz and Angela Sustaita-Ruiz
go. Apply best practices and the discipline of the marketing process
that sometimes is lacking in this environment. Many of the mistakes Managing editor
have already been made in the traditional media environment. Learn Katherine Johnson
from them.
graPhic design
This jointly-produced (between Hispanic PR Blog, HPRA and Zócalo Group
WOMMA) 2010-2011 U.S Hispanic Social Media Guide highlights Mónica Marulanda
best practices in social media and word of mouth marketing – with a
specific spotlight on how marketers can successfully leverage social ad design
Cindy Lopez
media to reach and engage the Hispanic audience.

This integrated approach puts word of mouth at the core of the contributing Writers
Yeniret Prokesch
marketing mix. In many ways, it mirrors the insights reported in a
Paul M. Rand
recently McKinsey & Company report, titled “A New Way to Measure
Jose Villa
Word of Mouth Marketing.” Gaby Alban
Armando Azarloza
While the findings of the McKinsey study were not specific to the Silvia Prado
Hispanic audience, the key takeaways couldn’t be more applicable to Cristy Clavijo-Kish
a group that so deeply relies on “transparency” and “trust” between Stephanie Noble
friends, family members and community leaders: Midy Aponte
1. As consumers overwhelmed by product choices tune out 2010-2011 U.S. Hispanic Social Media Guide © copy
the ever-growing barrage of traditional marketing, Word of riight 2010, Hispanic Media Trainers, LLC 2010 All rights
reserved.
Mouth cuts through the noise quickly and effectively.
Any redistribution or reproduction of part or of all of the
2. Consumers have become increasingly skeptical about contents in any form is prohibited other than the following:
traditional company-driven advertising and marketing… You may print or download for your personal and non-
[and] this tectonic power shift toward consumers reflects commercial use only
the way people now make purchasing decisions. You may copy the content to individual third parties for
their personal use, but only if you acknowledge us as the
3. Word of Mouth can prompt a consumer to consider a brand source of the material

2010
3

2010 U.S. Hispanic Social Media Guide
4

2010 U.S. Hispanic Social Media
Leadership Roundtable

The Players

Gavin Twigger Aymee Zubizarreta Sonia Sroka Deborah Charnes Marisa Treviño
executive director of interception Manager of Public relations senior Vice President, u.s. Vice President of Public relations President
dieste, inc. state Farm hispanic Practice leader, bromley communications latinalista blog
Porter novelli

Paul Rand José Villa Monica Raugitinane David Henry Ariel Coro
President President director of communications President Publisher
Zócalo group and sensis hispanic college Fund telenoticias and tu tecnologia
WoMMa hPra new York chapter

Our Diverse Roundtable Discussion
Manny Ruiz - Moderator
Reveals Where Hispanic Marketing Publisher
hispanic Pr blog and
Leaders Think Hispanic Social Papiblogger

Media is Headed
Hours before the start of this year’s Hispanic PR & Social Media Communications; Marisa Treviño, President, Latina Lista blog;
Conference in Dallas the Hispanic PR Blog and the Hispanic Public Paul Rand, President of the Zócalo Group and the Word of Mouth
Relations Association (HPRA) hosted a roundtable featuring top Marketing Association (WOMMA); José Villa, President, Sensis;
representatives from the corporate, non profit, blogger, advertising, PR Monica Raugitinane, Director of Communications, Hispanic College
and digital agency worlds. In launching into this inaugural “how to” Fund; David Henry, President of TeleNoticias and the New York
issue on Hispanic social media marketing we can’t think of a better chapter of the Hispanic Public Relations Association; and Manny
conversation starter than the roundtable we held in Dallas. Ruiz, Publisher of Hispanic PR Blog and PapiBlogger and organizer
The full one hour and 30 minute recording of this terrific, informal of the Hispanic PR & Social Media Conference. The discussion was
conversation is available for download through the Hispanic PR Blog. moderated by Ruiz.
We hope you find these excerpts helpful as you, our dear readers, take On Whether Hispanic Social Media Marketing May Just Be a Fad
the same journey of discovery that we are all taking into Hispanic David Henry: I don’t think it’s a fad. I think that social media is a
social media. communications platform just like mobile and other platforms and it
The Hispanic social media leaders roundtable consisted of: Gavin may change in regards to the Hispanic market but I definitely don’t
Twigger, Executive Director of Interception, Dieste, Inc.; Aymee think that it’s a fad.
Zubizarreta, Manager of Public Relations, State Farm; Sonia Sroka, Sonia Sroka: I think social media is definitely going to evolve and is
Senior Vice President, U.S. Hispanic practice leader, Porter Novelli: only going to help consumers have more intimate and more intense
Deborah Charnes, Vice President of Public Relations, Bromley relationships with brands and with continued on page 7

2010
5

23 millionhispanics are holding
conversations
online.
Start talking with them today by digitizing culture.

www.theaxisagency.com
6

2010 US Hispanic Social Media Roundtable, cont.
themselves. Right now we are only seeing the beginning of what we foursquare and but what’s fascinating to me is that because the
are yet to see. Hispanic audience relies heavily on dialogue amongst themselves…
their social media networks are much stronger than the general
Deborah Charnes: I agree completely that we are just on the starting
market’s.
block and everything’s going to just go up, up, up. If anything social
media is going to be eating away at other arenas and the reason On How Hispanics Use Social Media Different than Other Ethnic
for that is because the consumer is going to be demanding (more) Groups
interactivity. Gavin Twigger: Well again, the barriers to entry are less than general
Aymee Zubizarreta: From the corporate perspective, working at State market. I’ve been in the industry for so many years and, you know,
Farm we started in the social media space in 2007…I’m starting to we all remember double opt ins with email campaigns and the
see Fortune 500’s that are willing to be bold and take that first step detail you had to go through to get somebody to communicate with
into the unknown. They (usually start by launching) an initiative with you or to communicate with them. These days the barriers are
English in mind with the general market because that’s what they gone. The transparency, at the Latino level, is just phenomenal.
know best. Working at a corporation I got to tell you, there are a lot They pretty much want to say whatever they want to say and
of legal hurdles that we have to overcome since State Farm is in the everyone is ready to listen..
insurance and financial services industry…that are heavily regulated. Sonia Sroka: I tell my clients at Porter Novelli, ’People are going to

“Across all ethnicities what consumers and customers are saying is ‘We
want to have a different relationship with the companies we do business
with’” Paul Rand, The Word of Mouth Marketing Association (WOMMA)
..We had to overcome all of those issues first and also determine be talking about your brand or your services regardless of whether
what’s our protocol. Last year we started a Hispanic social media you are paying attention or not, so the least amount of activity that
initiative called State Farm Es Para Mi. It’s a voting component that you can have, when it comes to social media is to listen, because
interacts with Latinos across the country and (lets them) vote for a listening is also engaging and at the end of the day, that leads you
specific video that helped address the Hispanic drop-out dilemma. to follow up with engagement….
There was money tied to it for non profits and high school students
Jose Villa: I question the whole idea of Hispanic Social Media. It
were encouraged to participate in this. It was highly successful.
kind of bothers me to even hear that term because I think that
Paul Rand: …If there’s anything that could be a fad it may be some it’s still built around that old paradigm of advertising that really
of the tools. Whether or not we still will see foursquare around started…(with) the creation of Spanish-language TV and it has
with Facebook location popping out and many other programs, is basically existed, until this day, based on that demarcation, that
questionable. Across all ethnicities what consumers and customers there is Spanish language TV and radio and other media grew
are saying is ‘We want to have a different relationship with the out from there….We are not talking about social media. I mean,
companies we do business with’…. Now the question is: How do social media has the term ‘media” in it, but it’s not media in the
companies, brands in particular, begin operating?...People under 25 way that most advertisers think of media. You don’t control it, it
years old don’t call customer service lines anymore. They expect isn’t consumed in a two-way manner. When most people think of
interaction through Twitter, so there’s a fundamental shift in how media, especially professionals like us, you think of something that
business is being done… you plan and you buy, something you control…
Aymee Zubizarreta: you hit the nail right on the head… I was just Sonia Sroka: In the general market, you go to social media sites
checking our Twitter account just a moment ago and there was a to relax, Hispanics go to have more intense relationships. So even
dialogue back and forth with our social media team in Bloomington though it’s similar, there’s a slight difference as to the psychological
and a person who was having a difficult time with an issue they had (reason) behind the action even though the action might be very
with State Farm…Some companies may see this as ‘oh no, we may similar at the end of the day. You may see photos in a general
be exposing ourselves to negative media, negative PR’ but on the market Facebook and you may see photos in a Hispanic person’s
contrary we look at it as an opportunity; an opportunity to engage Facebook, but though it may look similar, the reasoning and
with consumers in an area that they are familiar with and want to the actions behind it, the reason why they are acting that way
engage with. psychologically…it’s very different.
Gavin Twigger: I joined (Deiste) recently and one of the primary Jose Villa: I think obviously the Hispanic market is different. You
reasons I joined was,because of the Hispanic audience and the used the term collectivistic, I get a little bothered when this is
opportunity that marketers have to talk to a group of people that sort used to describe Hispanics because I think it should be used to
of exist in a collective level, not in an individual level…You mentioned describe all immigrant groups, it’s the continued on page 9

2010
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MAKING OUR CLIENTS THE MOST TALKED ABOUT AND RECOMMENDED
BRANDS IN THEIR CATEGORY — BOTH ONLINE AND OFFLINE

Proud supporter of and contributor to the Hispanic Social Media Guide.

Paul M. Rand
President/CEO
312.596.6272
prand@zocalogroup.com
@paulmrand

Jonah Ansell
Business Development Director
312.596.6282
jansell@zocalogroup.com
@jansell www.zocalogroup.com
8

nature of what happens when you leave a country and you come to Monica: It was for everyone.
another country especially if you don’t speak the language, I would
Deborah Charnes: A lot of times the content and relevancy are very
argue that most immigrant groups that don’t speak English are very
important. We did something that was targeting tweens, and it was
collectivistic, you come from another country and you move to a
for Day of the Dead. What we did was we had them create - if you
place where…
are Mexican-American you are familiar with how you create alters
Manny Ruiz: Even Americans that move to Germany are collectivistic for Day of the Dead - an online, altar-making contest, which was
Jose Villa: right, exactly. You live near the military base when you’re very fun. What we did was use other online media to direct people
there and you go to the hamburger place and who knows, but the to the site, so it wasn’t necessarily banner ads but it was to direct
idea is that most Hispanics for the most part are socio-economically them to get more traffic. So it was very fun, very relevant, and it also
on the lower-end; they go into neighborhoods where they know reached parents.
people at the village level, like there’s people from this little village On whether Hispanic portals are staying relevant in the midst of
in El Salvador, they all moved to Maryland and there’s a factory Hispanics turning to mainstream social media platforms
where one guy is working and everybody shows up there and all of
Deborah Charnes: I’ve worked for Terra many years, so of course,
a sudden you have an enclave; you have a village basically that has
I have a loyalty to them, even though I don’t represent them now,
moved from El Salvador to this little town in Maryland and so what
but I think what Terra did, early on, they developed original video
do people do when they arrive to a place where they don’t anything
content, very smart, better than written whether it’s for events or
about? They ask people like them, where do I get food?...
even original interviews, like Daddy Yankee in their office in Miami.
Sonia Sroka: and that’s why Facebook is so successful because
Ariel Corro: They have a little problem, which is the same problem
even amongst Hispanics that prefer Spanish, 10 million are online
Google has: once you are connected socially your sources of news
on Facebook. Right now Facebook would be the number one way to
are your friends. You no longer have to go anywhere else but
connect with Hispanics at the social media level.
there. I go to Facebook and I have a group of friends that feed me
On Which of the Social Media Platforms are Strongest with Hispanics: everything I want to know about the world according to me.
Facebook or MySpace
Everyone: ((laughter))
Sonia Sroka: Facebook
Manny Ruiz: So the Hispanic portals have to be a little nervous
Jose Villa: Facebook but I run ads for clients on both platforms and about what’s happening?
I can tell you that for one client, I would never run ads on Facebook.
Jose Villa: I disagree to a certain extent because I don’t think
And for that same client I put them on MySpace and they kill and
bloggers or all this user-generated content is going to replace
they’ve been killing it for two years. Because it targets a younger,

“What’s fascinating to me is that because the Hispanic audience relies
heavily on dialogue amongst themselves...their social media networks
are much stronger than the general market’s” Gavin Twigger, Deiste
more urban audience...I do recruiting for the US Army, and the US
professional content.
Army finds its recruits on MySpace.
Ariel Corro: it’s not replacing it…
Paul Rand: I think what has changed fundamentally with all these
things is that the brand has to understand itself better, and then it Jose Villa: But that’s the thing. If someone is sharing content on
has to be reflected through all the different mediums that it is using. Facebook, its being created somewhere…

Monica Raugitinane: The best campaign I’ve seen, through social Ariel Corro: I understand, but my friends are creating the content…
media, that had no paid media, was the breast cancer awareness Jose Villa: Yes but for the most part, if you create good content,
campaign on Facebook. your friends will repost it…
Jose Villa: It’s usually the nonprofits that are doing the cool stuff in On what type of agency is presently best suited to lead the charge for
that area because they have no choice; they don’t have money… Hispanic social media marketing
Monica Raugitinane: Ha, yeah…they had girls post on their status Jose Villa: I have some thoughts on that, and these are not my
update what the color of the bra they were wearing at the moment noble ideas. I think Forrester broke this down. I don’t think
was and everyone was looking at the colors saying, what is that? anyone is really suited. There’s a cool chart you guys should
Jose Villa: that was a brilliant campaign look it up. None are perfectly suited for what we need…PR gets
our medium better that I would argue, even digital agencies, or
Sonia Sroka: that was a general market campaign...
traditional agencies, they understand continued on page 11

2010
9

2010
10


the concepts of creating a dialogue, but PR doesn’t have the tech go back to our retainers that we have with our agencies of record,
tools…. and we give them a task of the scope of what we need to get
Several people: I do...we do... done. We will have a kick-off meeting and they will all collaborate
together.
Manny Ruiz: Anybody can launch a blog nowadays…
Manny Ruiz: Well Amy, isn’t State Farm a mature Hispanic
Jose Villa: But you can’t outsource the tech somewhere else all the
marketer? What about the newbies to the market, Debbie?
time because they may screw it up, I mean I don’t think anyone is
set up perfectly. Deborah Charnes: What I was going to say is, going back to
something David said, it’s all about the strategy. We don’t have
David Henry: Let’s look at Facebook, if you are looking at
clients come to us and say, ‘Okay we want a social platform’.
conversation, well maybe PR is better, but if you are buying ads,
What we do is we go from the ground up; you know, we have
then PR is not for doing that, so there are all these different
interdepartmental pow-wows, and decide what we are going to
elements. If you talk to PR they are going to talk about the
do. Sometimes it’s social, sometimes it’s traditional media; we look
conversation. If you talk to an advertising agency they are going to
at it holistically, we are all different groups sitting together in an
talk about buying media in the correct spots. If you talk with digital
agreement.
agencies they are going to have their part, everybody is trying to
claim this because they are looking it from their own POV. Monica Ragutinane: If I may add, from the client perspective,
The Hispanic College Fund, for us, we know who we are; we are
Sonia Sroka: I think we are discovering that even though there are
a non-profit organization that develops the next generation of
different points of views, their points of views are blurred…
Hispanic professionals, and part of that is having an educational

“I think more than ever, corporations, especially mid to upper
managers, are being challenged...they are being asked to do more with
less, so advertising companies, PR, everyone, needs to come to the
table and be much more creative than before...relationships may go by
the wayside. It’s all about results now.” Aymee Zubizarreta, State Farm
Jose Villa: The good news is that the clients don’t know... development continuum, so for us, if we were to go to agencies,
Sonia Sroka: We give our clients options, we have alliances, we we know who we are, but we need people to help us funnel
work with sister agencies, but we give our client a one-stop shop students that we need to really reach. The bottom line about our
but we are not... mission is to get funding for those students, so for us, we would
really love to have an integrated approach whether or not that’s
Paul Rand: What a good client is now is different to what it was
with three agencies or one agency, and obviously we are non-
years ago
profit, so (we need) the most affordable platform. From a client
Manny Ruiz: you got to be careful now…. perspective that’s what we are really looking for; it’s just whoever
Everyone: ((laughter)) has the best marketing strategy that can hit those two bottom
lines.
Paul Rand: Best clients say, “ these are our partners and we
know our brand.” They are successful because they have a Jose Villa: To be realistic, everyone is looking out for their own
clear understanding of their brand as well as how it should be business, that’s the real answer; everyone’s looking out for ‘my
represented. When it’s all said and done, the brand needs to be bottom line, my business, my group’...
talked about in the right way and all conversation should feed back Manny Ruiz: I don’t know any PR agency in the whole world that
to some unifying idea. would ever say: we need to go to Sensis to do a Hispanic website
Sonia Sroka: That’s an ideal client. because we don’t do that ourselves.

Amy Zubizarreta: Well that’s what we are. Just to give you an idea, Jose Villa: Yeah everyone says they know how to do it. Yeah I
from a corporate perspective, when we have, a campaign, we will would argue in the top tier, you are going to have some type of
bring advertising, marketing and public affairs. At a corporate level re-organization, consolidation... Because I don’t think that the
the executives will come and decide what the campaign strategy current structure of traditional PR, digital, direct media buying, I
is going to be and it will most likely be multi-platform and it will don’t think that’s going to exist…. I don’t think media buying firms
involve each component, advertising, marketing and PR, so we can survive as structured, I don’t think PR
continued on page 54

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11

Who’s Best Suited to Lead Hispanic ANALYSIS
Social Media Marketing?
You may be surprised to learn what type of agency might be best
suited to lead Hispanic social media marketing
Let’s just put this to rest right now: not one type of agency – not PR,
advertising, digital or word of mouth – is worthy of “owning” the entire
Hispanic social media marketing space. It is ridiculous for anyone
to say that any type of agency should “own” Hispanic social media
marketing when in fact all types of agencies have something special to
potentially contribute to it.
The rhetorical question then is not who deserves to own Hispanic
social media but rather who is best suited to lead it? The word “lead”
is important because it suggests that when it comes to Hispanic
accounts, marketers almost always do what comes natural: they
assign one agency or another to lead their efforts. Nine out of 10
times it’s always been the advertising agency.
That traditional assignment model is already changing and that’s the
rub here because social media marketing represents a paradigm
S A N C H E Z AGENCY
shift that will only get more pronounced with time. The more traction
social media makes with Hispanics (and studies show Latinos are
THE
RICARDO
ravenous users of it) the faster Hispanic brands will determine who is
best suited to lead their Latino social media efforts.
Based on my experience as a marketing professional as well
as numerous interviews and interactions I regularly have with
brands, agencies and marketing associations, I’ve developed an
in-depth analysis that’s meant to outline the various processes and ...when it comes to
stakeholders that would typically be involved in Hispanic social media
marketing initiatives.
multicultural communication,
In order to analyze the different elements of Hispanic social media
authenticity is key
I compiled a chart that accompanies this story and divided each
task as best I could into 20 different categories ranging, more or less
chronologically from strategy to implementation to measurement. I
then arranged the chart listing PR agencies, advertising agencies,
digital agencies, word of mouth marketing agencies and clients. If I
felt a particular marketing entity was solidly suited for a specific role in
Hispanic social media marketing I gave them a listing of “Advantage.” social networking | branding development | media visibility
If they were not strongly suited for it, I left them blank.
Following the chart is a more detailed explanation for each of the 20
categories and why I felt some types of agencies stacked up better
than others in different areas. At the conclusion of this overview
is a final analysis that might surprise you so enjoy and join the
conversation.

(Note that this chart is true for many of the different types of agencies
listed but does not necessarily reflect those who may have hybrid
components of other types of agencies). continued on page 13

2010
12

Who’s Best Suited to Lead Hispanic Social Media Marketing?, cont.

Comparison Chart of How Different Agencies Compare in Hispanic Social Media Space

The chart below is meant to categorize the different types of duties usually involved in Hispanic social media marketing. Please
note that there is often overlap in the types of capabilities offered by advertising, PR, word of mouth and digital agencies. Everyone
wants to theoretically say they can comprehensively fulfill all of the categories listed below but in practice this is rarely the case.

Digital Word of Mouth Client
Category PR Agency Ad Agency
Agency Agency (Marketer)
strategy/Planning advantage advantage advantage advantage advantage

Web site development -- -- advantage advantage --

Facebook, twitter development advantage advantage advantage advantage --

advertising creative -- advantage advantage -- --
Webisodes -- advantage advantage -- advantage
Media buying -- advantage advantage -- --
hispanic aPPs -- -- advantage advantage --

search engine optimization (seo) -- -- advantage advantage --

leveraging ad buys -- advantage advantage -- --

Working with hispanic portals -- advantage advantage -- --
event marketing advantage advantage -- advantage --
Mobile Phone Marketing advantage advantage advantage advantage advantage

social media conversations / content creation advantage -- -- advantage --

blogger relations advantage -- -- advantage advantage
earned Media advantage -- -- advantage --

customer service relations advantage -- -- advantage advantage

alliance / Partnership building advantage -- -- advantage --

crisis communications advantage -- -- advantage advantage

Measurement advantage advantage advantage advantage --

ongoing social media community building advantage -- -- advantage advantage
Final tallY 12 advantages 10 advantages 12 advantages 15 advantages 6 advantages

©2010, 2010-2011 U.S. Social Media Guide, copy right 2010

continued on page 15

2010
13

14


STRATEGY/PLANNING MEDIA BUYING
Every type of agency has something unique and powerfully different Media buying has long been a staple of advertising and will likely
to offer marketers at the stage of planning and strategy. I called this not quickly. Historically, PR shops that have tried to do this, have
part even among the various players because theoretically everyone of failed at it.
them could easily belong in this crucial conversation depending on the
client and their needs. What products or services they plan to market HISPANIC APPS
and who internally is leading the marketing for the client organization Digital agencies, word of mouth agencies and even Hispanic portals
often dictates who will be called to strategize for the brand. The are all best suited to create Facebook, smart phone and video
strategy stage is one of the few facets of the Hispanic social media game APPS. That is not to say that PR and advertising agencies
marketing grid where everyone in PR, advertising, digital and word of aren’t capable of working with consultants to develop a Facebook,
mouth are equally weighted because of their potential contribution to blog or iPhone APP but when it comes to creating these from start
the process. to finish, you generally want to work with the pros. Right now those
pros are at the digital and word of mouth agencies.
WEB SITE DEVELOPMENT
Spanish and bilingual web site development is no longer the ultra SEARCH ENGINE OPTIMIZATION (SEO)
specialty that it used to be five or 10 years ago. I struggled to give They say Search Engine Optimization (SEO) is part marketing and
the advantage in this category to digital marketing and word of mouth even more science so the ones best suited to help you with SEO
agencies because nowadays most any decent marketing agency strategies for your web site and blogs are digital and word of mouth
can create a solid Hispanic web site. The main reason I gave the marketing agencies. Everyone is talking more and more about
advantage to digital marketing and word of mouth agencies is because SEO but the ones who get it right now the most are these types of
today’s newest specialty are Spanish and bilingual web sites that are
agencies.
also optimized for SEO and social media. Those are specialties of the
digital and word of mouth agencies. It’s only a very slight advantage
LEVERAGING AD BUYS
but as of right now it is still a differentiator for digital and word of
This category may seem a peculiar addition to this grid but it’s
mouth agencies.
actually valid because it is no secret that advertising agencies can
successfully leverage offline and online ad buys for favorable media
FACEBOOK / TWITTER DEVELOPMENT coverage of companies and products, especially when it comes to
No particular type of agency has the advantage in this category. large brands. The ones who do this best are the advertising and
Agencies who regularly do social media know how to create the
digital marketing agencies.
identities and simple creative components to create a brand’s
presence on Facebook, Twitter or blogs. The more important part is not
WORKING WITH HISPANIC PORTALS
what the Hispanic social media tools look like but rather what will that
Digital agencies and advertising agencies have the longest history
presence on these platforms mean and what will the content they have
of dealing directly with Hispanic portals and ad networks. These
consist of. These components are in a different category with their
types of agencies understand best how your brand can leverage
own rankings.
these portals to advance your social media marketing presence,
especially during the initial stages when you may need these
ADVERTISING CREATIVE portals to build traction for your web sites and social media
Advertising and digital marketing agencies are the masters of creative platforms. The irony with Hispanic portals like Univision.com,
advertising campaigns so this is an easy one to evaluate. Even the Terra and Yahoo en Español is that they are terrific repositories for
most respected Hispanic PR or word of mouth marketing agencies content but many Latinos are choosing to do most of their hardcore
won’t argue that. The only PR agencies that are best suited to help social media posting on non-Latino platforms like Facebook,
with creative are those who like Ketchum, Fleishman and Porter individual blogs and Twitter. In most cases brands are paying
Novelli are owned by companies like Omnicom because they can portals for social media initiatives that could shift globs of their own
leverage their advertising shops to work together with their PR
audiences to other brand-centric platforms.
agencies.
EVENT MARKETING
WEBISODES
PR, advertising and word of mouth marketing agencies are equally
Advertising agencies and digital shops have the proven chops to script
strong at helping brands execute effective event marketing. Digital
and create quality webisodes. PR and word of mouth agencies are
agencies are traditionally not used to conducting branded outdoor
typically at a strong disadvantage in this category but ironically there
are a growing number of independent filmmakers that potentially marketing events.
make this difference irrelevant because they can work with anyone
that wants to produce webisodes and other Internet-based programs. MOBILE PHONE MARKETING
Everyone is even in this category continued on page 17

2010
15

Latinos are born social networkers. HER
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No ad in the world works better than a family recommendation. We’d trust a neighbor
sooner than a pitch man. Which is why you should engage Latinos through social
media. Because social networks are built into our DNA. Todos somos digitales.
sensisagency.com

campaigns • digital advertising • mobile • social • brand16
development • e-commerce • web design • applications


because mobile phone marketing nearly always involves that companies turn to most often when it comes to building
working with third party providers like Hipcricket for SMS, APP relationships or alliances with key Hispanic stakeholders and
advertising and other mobile phone marketing campaigns. organizations.
Anyone can purchase and customize the service.
CRISIS COMMUNICATIONS
SOCIAL MEDIA CONVERSATIONS / ORIGINAL CONTENT As Walmart’s Lorenzo Lopez, director of corporate communications
The champions at creating and sustaining online conversations stated recently at the Hispanic PR & Social Media Conference, when all
are PR and word of mouth marketing agencies. There is hell breaks loose for a company on the Web, there’s usually one group
little dispute about that even though there are some notable of marketing experts everyone turns to to put out the fire: the PR pros.
exceptions in the Hispanic advertising world with agencies like The biggest challenge for Hispanic marketers isn’t just that it’s faster
The Vidal Partnership, Bromley and others who actually have top and easier than ever for somebody to post content or fuel rumors on the
caliber PR talent on their teams. Still, these are currently the web. Making matters worse is that customers can post negative content
exception and not the rule. to more platforms. A crisis can spread very easily through increasingly
PR and word of mouth agencies are also much more adept at interconnected social media platforms like Facebook, Twitter and other
consistently creating and managing original, conversational-style social media. Smart companies have strong PR contingency plans
web content for platforms like blogs, Facebook and Twitter. for crisis and in the online space that means PR and word of mouth
agencies have the advantage.
BLOGGER RELATIONS
Blogger relations is a very hot topic right now in Hispanic social MEASUREMENT
media because major brands like General Mills are searching Hispanic social media measurement is in its infancy but a variety of
high and low for Hispanic bloggers that they can work with to well-developed tools are now available (see accompanying story in this
become potential brand ambassadors or spokespersons. If you Guide) that already allow marketers to gauge Hispanic visits, audience
have any doubt about this important trend note that at the recent perception and more. In my view, - though some can argue that the
re-launch press event of General Mills’ QueRicaVida.com web digital and word of mouth agencies appear to have a slight advantage
site the company flew in more than 34 Latina bloggers. Blogger because of their razor-focus on digital marketing - I don’t think anyone
relations, like its media relations cousin in traditional PR, are has a clear advantage in this arena. That’s because when you dig
the specialty of public relations and word of mouth marketing deeper you realize that what several agencies in PR, word of mouth
specialists. and advertising brand as proprietary measurement are almost always
reformulated ways of mixing and matching existing social media
EARNED MEDIA
measurement tools. That’s smart and good of them but what it really
Earned media is a large part of what PR and word of mouth
means is that everybody in this space should work harder to have their
marketing do best. Generating interviews and press coverage off
own formula beyond counting the number of visits, viewers and fans
and online can play a pivotal role in creating viral buzz for social
their campaigns generated.
media campaigns and initiatives as well as the platforms where
they reside.
ONGOING SOCIAL MEDIA COMMUNITY BUILDING
CUSTOMER SERVICE RELATIONS Once a brand has created its strategy, leveraged its advertising and
Monitoring Twitter in English and “en español” has become a generated traffic for their campaign, the key is long-term, sustained
top social media job for Hispanic marketers like State Farm, engagement. The final stage of the Hispanic social media grid is all
Walmart and Southwest Airlines. These companies have active about continuing to build the social media community that was created.
“listening” teams who monitor for content that may indicate If you look long and hard at what work this task entails it is all about
customer frustration, rumors or even controversy. Although PR one to one, conversational-style, engagement marketing. As of today,
agencies and word of mouth marketing agencies are able to based on how most Hispanic advertising agencies are configured, we’re
handle monitoring duties for brands, marketers are frequently talking about a role that is super suited to the public relations and word
better off monitoring their own customer care issues. The of mouth agencies.
general consensus appears to be that most of the major Hispanic
marketing brands do their own customer service monitoring SUMMARY ANALYSIS AND KEY QUESTIONS
though sometimes they will enlist their agencies to help them, If you look at the graph and summary comments carefully they reveal
especially when dealing with a crisis. pockets of strengths and weaknesses for all the types of Hispanic
agencies listed. The chart also features some surprises, including
ALLIANCE / PARTNERSHIP BUILDING the fact that whoever most closely resembles the new breed of PR,
Alliance and partnership building is another core competency the word of mouth marketing agency, will be in a very strong position.
of PR and word of mouth agencies. These are the organizations Below is an analysis of where I think each of the players main strengths
and weaknesses lie. Below is a summary continued on page 55

17

Voice
The Leading
fective
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for Et th &
Word of Mou
Media
advanced language and Media Services
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WOMMA.org

18

How to Build and Manage a Hispanic
Online Community
By Jose Villa Focus on experience rather than a campaign: You do not “launch” a
social media campaign - you begin a social media effort. There is
SOCIAL MEDIA HAS FUNDAMENTALLY changed mass marketing
no finite start or end date.
by providing an unprecedented opportunity to establish scalable
and deep relationships with consumers. That sounds like an Find the right agency that knows their role: Agencies should be
oxymoron, but in fact, social media provides the ability to establish conduits to the community you are nurturing and help you listen,
the types of intimate relationships previously only possible at retail learn, direct co-creation and facilitate the discussion.
points of sale, local event activations, and customer service calls Embrace loss of control: The most effective social media programs
that involve significant “physical” costs. With the advent of large, encourage consumer co-creation and creativity.
ubiquitous social media platforms, marketers have the ability to
Test & Learn: there is no exact roadmap for building communities
build virtual communities of consumers that have “opted in” to have
online; instead you should look to fail cheaply and quickly, and
a relationship with a brand, product, or organization; representing
use iteration to figure out as quickly as possible what works.
the most valuable “customer list” we have yet seen in the marketing
world. Whether it’s a Facebook page list of “Likes”, a Twitter
following, MySpace “friends”, blog or YouTube subscribers, or any Begin with a Plan
of the countless other ways to engage with a brand via social media,
building these online communities are now at the heart of effective The process of building a Hispanic online community starts like
marketing for all brands, products and companies. any good commercial initiative – with a sound strategic plan.
Using social media to engage Hispanics arguably represents a 1. Start with Listening. That sounds easy enough, but this goes
more promising and organic opportunity than in the general market against most marketing, PR, and advertising professional’s DNA.
because: And you don’t need to commission complex, expensive and multi-
• Hispanics spend more time on social media sites than their month research projects (put down the phone to your favorite Focus
general market counterparts (Korzenny, 2009) Group moderator). Some tried and true research tools combined
with new digital listening tools can provide powerful insights to guide
• Hispanics have larger offline social networks (larger
your community building strategy, including:
households and extended families, most live in densely Latino
communities) These insights are absolutely critical as you try to identify what

• Since social media functions well as a low-cost
communications tool, it has enjoyed a direct network effect
with Hispanics (i.e. the more people register onto a social
networking Web site, the more useful the Web site is to its
registrant)
• A growing group of Hispanic “e-Influentials” use digital media
to recommend products, blog, and warn their larger social
networks about product problems (Burson-Marstellar, 2008)

Changing Your Approach
Building a Hispanic online community involves shifting how most
marketers think about their trade. Some differences are subtle,
others are not. A couple of key concepts to keep top of mind when
looking to build a Hispanic online community:
Shift from “Push” to “Pull”: everything you do in social media will
require a compelling enough value proposition that a Hispanic
consumer will choose to “pull” information from your organization,
as opposed to simply “pushing” unwanted advertising or content on
them.
Understand the 1-9-90 rule: Only 1% of your community will be
unique value you can offer Hispanics to join your community,
“creators” who drive large amounts of the social group’s activity; a
particularly vis-à-vis general market initiatives. This listening might
slightly larger 9% of users will act as “editors”, sometimes modifying
even inform you that a stand-alone Hispanic community doesn’t
content or adding to an existing thread, but rarely creating content
make sense.
from scratch; and the remaining 90% majority of the community will
be a passive “audience” who simply observes. continued on page 20

2010
19

How to Build and Manage a Hispanic Online Community, cont.

2. Understand Your Audience. Understanding social media roadmap. The most important step in developing a
and planning how you will interact with your social media roadmap is prioritizing – social media involves multiple
target Hispanic consumers will require a deep potential platforms (see fig. 2).
behavioral view into their goals and digital
behavior. Demographic and psychographic Personas and our “listening” research will provide insight into which
information provides a 2D picture, but building platforms are most viable and appropriate for your particular Hispanic
Personas provides the all important 3rd target. While social media is typically free of the “hard costs” of
dimension necessary to understand what you media placement, it is very resource intensive, particularly when it
need to provide

{
the community
to be successful. A persona is a user comes to content. This prioritization is best summarized in a social
archetype - synthesized from media roadmap, a temporal plan that•details adialogue
Social phased approach of
• WOM activity Hispanics, by
how you will enter social media to strategically engage
ethnographic research (gathered
from “listening” techniques listed above) prioritizing 1-3 platforms per phase, usually traffic year timeframe.
• SEO in a 2-3
Earned Media • Social media tracking
and Web data and then summarized In today’s fragmented and socially-driven media world, brands need
•Press coverage
in one- to two- page descriptions that “the result”
to look at how they use their owned media (e.g. Web sites, Facebook

}
include behavior patterns, skills, attitudes • Blog activity
page, content, etc.) harmoniously with paid and earned media.
and environment combined with a few
•Facebook

{
Forrester Research has summarized this balanced approach with
fictional personal details to bring the
• Twitter their “Holistic Media Model” below:
persona to life. Owned
•Content Media • Display ads
5. Create Your Owned Media Platforms. This is the nuts and bolts
Paid Media
3. Find the shared •Web sites
ideal. What are the • Paid search
“the
phase where you take your Priority 1 platforms from your Hispanic
“the catalyst”
common values your brand, product
•Microsites • Social media ads
portable roadmap, and customize, brand, and populate those
social media
or company and Hispanic consumer
•Mobile site brand” If it’s a Facebook page, you will want•to name your page,
platforms. Traditional media
share? Armed with the• insights gathered
Videos determine how you will use your tabs, design a logo on the main page
from listening to Hispanic consumers and using behavioral guidance (Wall), and establish your content strategy. If you have the resources,
provided by your Hispanic Personas, you
can start to identify ideals where your target
Hispanic consumers and brand/company I strongly suggest drafting a Social Media Style Guide to ensure a
align – personality traits, values, benefits, and/or attributes. This ideal consistent voice, tone, and standard of quality for content distributed
is the basic platform for a central idea, most effectively expressed as by your brand via social media channels
the story you will tell to build your community. This is another critical
step in defining the difference between Hispanic and general market 6. Identify and Staff a Community Manager. This is an often overlooked
communities. step that can doom your Hispanic online community from the start.
Building a community can usually be accomplished by using your
4. Develop a Social Media Roadmap. Armed with research, a clear marketing, corporate communications or brand team. Managing
picture of your target Hispanic audience, and a story you’re going to your community usually cannot. Why? Well one, it’s time consuming
tell to keep your community engaged, you need to develop a Hispanic (see point under Social Media Roadmap). Two, a good community
manager usually requires a different skill set, part moderator, part
customer service, part facilitator. If you community if heavily Spanish-
speaking, you will need a native speaker who can write professionally
and colloquially in Spanish.

Build Your Community
7. Build Your Base. With a sound strategy and key social media
platforms in place, it’s time to begin building a community. Start by
making sure you have well-thought-out content and / or an editorial
plan. If you don’t have a community of Hispanics actively discussing
your brand/product/company, you will need to “seed” initial
discussions, and that means content. Where will this content come
from, how often, what language? All questions you must address.
This initial community will be your foundation.

fig. 2 continued on page 21

2010
20

US Hispanic Social Media

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