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

2. 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

3. Measuring Multicultural &
Multilingual Social Media Stephanie Noble Midy Aponte
By Stephanie Noble and Midy Aponte
The evolution of the Internet is a remarkable one. Once upon a time, influence and impact, you may need additional support mining
the Internet was filled with static web pages filled with content that for information among multicultural and/or multilingual websites.
presented, provided or advertised to audiences, usually with little PadenNoble has been working intently on its M3 Multicultural Media
regard to who was visiting, reading or listening to that information on Monitoring tool. M3’s natural language processor locates, penetrates,
the other end. What has evolved since then is a vast confluence of and accurately determines (with human involvement) brand sentiment
conversations, community, exchange and dialogue. Your audience among multilingual audiences. Additionally, by analyzing large volumes
is active, vocal, yes – sometimes testy, but most importantly, your of data and flagging “outliers” the system reduces time needed to
audience is a community that must be engaged with.
digest consumer-generated media.
This dynamic is evident in how we measure social media. What was
before measured by website traffic, page visits and unique visitors, Some of the metrics to track include:
is now measured by influence, reach, amplification and impact. In
Viral Spread – In how many, and how diverse, places can a
this new world, where dialogue trumps sales, it is “okay to touch.”
particular marketing message/app/link be found?
In fact, it is encouraged. Because it is this constant engagement,
this ever-evolving conversation about your industry, your company Inoculation Speed – How soon after posting the message/app/link/
and your brand that has become the new currency on the Internet. video etc. did it spread to other communities and users?
Understanding this is critical.
Brand Reputation – What is the sentiment about the brand?
Ultimately, however, you want the right traffic, the right conversations, Breakdown of sentiment within each source. Sentiment may be
between the right people and taking place in the right location in order higher on facebook versus an independent blog with bias.
to return your greatest ROI. To measure this, consider utilizing the
Relationship Quality and Depth – How well do you know your
following #Free tools:
audience? How much information do you have on them? This is
SamePoint rolled out one of the first conversation search engine derived from social network profile information.
platforms to help brands monitor and measure consumer
The tools mentioned above can be used in different ways. Here are
feedback. SamePoint also displays a rudimentary sentiment
some ways we’ve used them:
analysis of the conversation pieces by counting negative and
positive words. Paden Noble used SamePoint, SocialMention, and its own M3,
when it implemented the social media strategist for an urban
SocialMention allows you to easily track and measure what
men’s clothing line in New York. The brand needed a new
people are saying about you, your company, a new product, or
vehicle to deliver their message. By monitoring feedback on the
any topic across the web’s social media landscape in real-time.
Web, Paden Noble was able to properly place multilingual paid
It monitors more than 100 social media properties, including:
advertisements on search engines, and promote the brand in
Twitter, Facebook, FriendFeed, YouTube, Digg and Google, etc.
lesser-known online communities where its key audience resides.
and offers the option to receive free daily alerts.
Alexa, Quantcast , and increased sales, confirmed that the
Alexa Internet has developed an installed-based Toolbar that strategy worked.
allows you to find sites similar to the one you are visiting and
lets you go back in time to see how a site looked in the past via a Sánchez Ricardo Agency is very loyal to Klout. The agency
capture screenshot. started tweeting for a small non-profit organization called the
International Dementia Research Foundation (IDRF). They
Quantcast engages all 220 million U.S. Internet users, and tweeted specifically about Alzheimer’s impact in the African
provides you with detailed audience profiles. This allows American and Hispanic community. The agency secured 30
advertisers to learn more about what consumers are doing online. followers in just one month. And while 30 may not seem
They also provide advertisers with a new way to evaluate their impressive, keep in mind the key is relevant dialogue. IDRF’s
individual customer profiles against the entire U.S. Internet Klout score is 17, which is categorized as an Explorer. According
population, so they can identify prospective customers. to Klout, the agency “actively engages in the social web” and is
The Klout Score is the measurement of an individual’s, or “constantly trying out new ways to interact and network.” Most
brand’s, overall Twitter influence. The scores range from 0 to importantly, our score concluded that the agency “gets it” and
100 with higher scores representing a wider and stronger sphere predicts it will be moving up.
of influence. Klout uses over 25 variables to measure True
Reach, Amplification Probability, and Network Score. The size About the authors: Stephanie Noble is the founder of New Jersey -based
of the sphere is calculated by measuring True Reach (engaged Paden Noble, a hi-touch firm focused on mapping complex social media
followers and friends vs. spam bots, dead accounts, etc…) while landscapes. Her e-mail is Stepanie@padennoble.com and her Twitter is
Amplification Probability is the likelihood that messages will @padennoble. Midy Aponte is the founder of The Sánchez Ricardo
generate retweets or spark a conversation. Agency, a D.C.-based firm focused on multicultural public relations
strategies for corporations, government and non-profits. Her e-mail is
Lastly, while the above tools will help you measure your online midy@sanchezricardo.com and her Twitter is @midyaponte
2010-2011 U.S. Hispanic Social Media Guide
2010
32

4. About the Publishers
Manny Ruiz Angela Sustaita-Ruiz
Co-Publisher, Hispanic PR Blog / PapiBlogger Co-Publisher, Hispanic PR Blog
Manny Ruiz is co-publisher of The Hispanic PR Blog, the leading Angela is co-publisher of The Hispanic PR Blog and president of
marketing trade journal focused on Hispanic public relations and Hispanic Media Trainers, LLC, the parent company of the Hispanic
social media, daddy-in-chief of the bilingual daddy parenting web PR & Social Media Conference and PapiBlogger.com, the
site PapiBlogger.com and the founder/organizer of the Hispanic PR nation’s first bilingual website dedicated to showcasing creative
& Social Media Conference. The three organizations are business parenting tricks for fathers and mothers of all cultures. A longtime
units of Hispanic Media Trainers, LLC. Hispanic public relations and marketing consultant, Angela has
Prior to launching his blog and national tradeshow business, Manny provided senior counsel to clients such as Unilever, Burger King,
was President of Multicultural Markets and Hispanic PR Wire for PR Washington Mutual, Shell, AstraZeneca, Schering-Plough, and
Newswire. Prior to PR Newswire’s acquisition of Hispanic PR Wire, the Texas Beef Council, among others wanting to reach diverse
Hispanic Digital Network and LatinClips in 2008, companies he audiences.
founded, Ruiz was Chairman and CEO of HispaniMark, the parent Prior to consulting, Angela worked in Edelman Multicultural’s
company of these three businesses. New York and Austin offices, where she continuously delivered
A media trailblazer, former journalist, award-winning PR professional success for clients such as Kraft Foods, Hershey’s, Unilever,
and dynamic keynote speaker on media trends, Ruiz is often sought Starbuck’s, the New York International Latino Film Festival, Pfizer,
after for his expertise on media, PR and public affairs. A longtime Ortho-McNeil-Janssen, Schering-Plough, and McKesson. Angela
member of the Public Relations Society of America (PRSA), Ruiz is played a leading role with award-winning Hispanic and general
the immediate past co-chair of PRSA’s national diversity committee market PR campaigns including the 2004 Mercury Silver Award
and the host/co-founder of the organization’s national monthly for Client Product Launch: Hershey’s Kisses filled with Caramel,
podcast “PRSA Diversity Today.” He has also served as a board and the 2003 Silver Anvil Award for Marketing Consumer Services
member of the PRSA Miami Chapter. – Healthcare: Together Rx.
Prior to launching Hispanic PR Wire in 2000, Ruiz was a founder Prior to joining Edelman, Angela served as International
and media relations director of the National Hispanic Market Operations Supervisor for Cinemark, an international motion
Practice of Porter Novelli. While at Porter Novelli, Ruiz played picture exhibitioner based in Dallas. While at Cinemark, she
a central role in the success of the Florida anti-teen smoking worked closely with Latin American satellite offices to formulate
campaign “truth.” Ruiz spearheaded Florida media relations for the strategic marketing plans for Mexico, Argentina and Chile.
“truth” campaign which for two consecutive years swept all of the Angela, a native Texan of Mexican descent, holds a B.A. in Latin
PR industry’s most coveted awards including the PRSA Silver Anvil American Studies from Baylor University.
Award of Excellence and the PR Week Health Campaign of the Year.
Before entering the PR profession, Ruiz was a police beat reporter
for The Miami Herald. He was part of the editorial team that in
1992 was awarded the Pulitzer Prize for Community Service for
their coverage of Hurricane Andrew. While he was a reporter, Ruiz
also shot photographic documentaries in Cuba. His black and white
photography from Cuba has earned him three exhibits, two solos and
a national award.
Ruiz, a Miamian of Cuban American descent, has a bachelors of arts
degree in history from Florida International University.
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2010
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