Presented at Hispanicize 2012

1. Is Your Brand Ready
to Engage Latinos Online?
MODERATOR PANELISTS
Karla Fernandez Parker Wally Sabria
K. Fernandez & Associates The Axis Agency
Manny Santos
PR Newswire / MultiVu
Laura Spencer
Disney Destinations
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2. Is Your Brand Ready?
PRESENTED BY WALLY SABRIA
@wallysabria

3. Yo Tweet en Español…
Isn’t that enough?
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4. It is important to identify and understand the
core beliefs, life experiences and passion
points of your U.S. Hispanic target segment,
That can allow brands to establish the most
compelling rational and emotional benefits that
can tie the brand to a key cultural insight.
Understanding their needs
& passion points
@wallysabria
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5. Key Ingredients
for Social Engagement
CONTEXT CONTENT CONVERSATION COMMUNITY
Create the right cultural Develop a variety of Establish a steady Manage, monitor and
context that can multi-media content – stream of conversation grow the community to
naturally connect the from the most simple to and engagement with create fertile ground for
brand with its audience the more complex the community sales message
opportunities and
create critical mass
@wallysabria
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6. Key Ingredients
for Social Engagement
EDITORIAL PLANNING COMMUNITY GROWING
to best leverage on/off- MANAGEMENT continuing to attract our
line activities & maintaining a fresh and audience through earned
promotion viable brand comm. & paid support
CONTEXT CONTENT CONVERSATION COMMUNITY
MONITORING
& measuring what is
working and what is not &
respond accordingly
@wallysabria
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7. CONTEXT
Tapping into your target segment’s passion
points as levers for engagement and interaction
FAMILY EDUCATION FASHION
Establishing
Cultural relevance
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8. Engagement Filtering CONTEXT
While cultural filtering is critical to maintaining cultural context and
relevance, your brand needs to ensure all posts/stories published within its
dedicated Hispanic social community meet additional engagement criteria
to breed maximum consumer interaction.
• Is it timely?
• Timely news/issues
FAMILY • Is there a specific CTA?
• Cultural Holidays
• Does it hint at what’s behind the link?
EDUCATION • Brand Programs/Initiatives
• Does it deliver positive social currency to the
FASHION • Product Promotions consumer when shared?
• Brand/Corporate- • Does it ask a specific question (that is not too
Sponsored Events broad or too specific)?
• Does it celebrate self-expression?
• Can it spark debate?
@wallysabria • Does it ignite cultural pride?
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9. CONTEXT
Develop a thorough brand voice guide to ensure:
Humanizing the brand
with an authentic Hispanic • Consistency with the point-of-voice
• Utilizing the “familiar” vs. the formal
voice that is believable and • Not to use colloquialisms or words that might have different
approachable meanings across various countries of origin
• The role the brand plays in both its tone and its function
properly coincides with her needs, value/belief system
• Continually come across as a trusted voice with her best
intentions in mind
Establishing a unique
Point-of-voice
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10. CONTENT
Content as
Storytelling
• Creating a wide variety of content – videos,
Crafing content of all graphics, info-graphics, pictures,
shapes and sizes to tell
• Curating user-generated content and re-
engaging stories where broadcasting it give most engaged users
the brand can be an valuable social currency
active participant rather • Co-producing content with online media,
than the hero bloggers and online influencers to share
resources
• Integrating Digital promotions, giveaways and
online couponing offers to continually boost
excitement
@wallysabria
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11. CONVERSATION
Driving ongoing
Conversation
• Develop serendipitous posts based on timely
Igniting conversation news, trends, happenings
starters beyond pre-
• Leverage FB polls for wall-based
scheduled content packages engagement to create variety
and beyond the walls of the • Tapping into key Hispanic holidays for in-
FB community culture celebration
• Syndicating content beyond FB to third-party
sites, blogs and related fan pages
• Activating online advocates for cross-
page/blog promotion
@wallysabria
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12. COMMUNITY
Utilize Facebook Analytics
together with other third-
party tools to gain valuable
insights
Ongoing Monitoring
& Measurement
Continually monitor and measure the communities
performance against key performance indicators.
Utilize those insights to adapt future content and
promotional investments to maximize performance
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13. Your brand has a
unique opportunity
Connect on a cultural level Deliver authenticity
with a demographic that is exploding and is by creating original content and ongoing
the source of the biggest percentage of the conversation that is relevant to our
nation’s growth over the next two decades consumer and celebrates her heritage and
her purpose
Connect on an emotional level
by humanizing the brand and developing Communicate a true commitment
long-standing relationships with the Latino to the market by investing in its potential and
consumer proving that your brand cares for the
community and is in it for the long haul
@wallysabria
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14. @wallysabria