sports social media 2011

8/3/2019 Sports Social Media 2011

1/32

HISPANIC

MARKET

OVERVIEW

Social Media and Sports:

The Winning Pair

ProducedbyTheAdamRJacobsonEditorialServicesandResearchConsultancy

Distributedexclusivelyby

Presentedby


2/32

HISPANIC MARKET OVERVIEW SocialMediaandSports:TheWinningPair

2

TABLEOFCONTENTS

INTRODUCTION p.3

THEMOBILEEXPLOSION:HEREANDNOW p.4

THEPOWEROFSPORTS:EMOTIONINTHEMOMENT p.7

BEINGSOCIAL:THEMARKETERSKEYTOSOCIALMEDIA p.13

ANESSENTIALCOMPONENTOFTHENEW360 p.15

AFASTSTART,THANKSTOSOCIALMEDIA p.18

THENETWORKSOCIAL:AMEDIAEMBRACE p.22

ACOMPONENTFORYOUREVERYDAYLIFE p.27

CASUALORCORE:REACHINGALLFANS p.28

ATTHEFOREFRONTOFTHEFUTURE p.30

HISPANICMARKETOVERVIEWreportsareproduced

byTheAdamRJacobsonEditorialServicesand

ResearchConsultancyanddistributedthrougha

strategicpartnershipwithHispanicAd.com.

2011AdamRJacobson.Useofthisreportisprohibitedwithoutthe

expressedwrittenconsentofthecontentcreator.Unauthorized

distributionandonlinehostingofthisreportissubjecttocriminal

prosecutionunderintellectualpropertylawsadministeredbythestateofFloridaandasapplicableunderFederallegislativeaction.

AdvertisingSalesRepresentative :

MannyBallestero--973-540-8859(office);973-214-1972(cell)

[email protected]


3/32


3

INTRODUCTION

Socialmedia.

Wereadaboutiteveryday,inwhathasbecomeanever-endingflowofnewsstoriesgushingaboutits

potentialformarketers,andhowadvertisersarealreadyengagingwithconsumersthroughTwitterand

Facebookfanpages.

SocialmediaandtheHispanicconsumerisanothertopicthatsreceivedmuchattentioninrecentyears.

Asmultipleresearchstudieshaveshown,Latinosoverindexwhenitcomestotheuseofsocialmedia.

Theyrealsoleadingthemobilerevolution,shatteringthedigitaldividebyeschewingbroadbandand

laptopsorPCsbyinvestingintabletdevicesandsmartphones,andusingthosedevicesastheirprimary

internetconnectionpoint.

Theresmuchtobelearnedabouthowtoproperlytargetconsumersthroughsocialmedia,inparticular

thosethatmayprefertocommunicateinSpanish.Yetoneconversationthathasyettodominate

discussionsonsocialmediainvolvessportsandsocialmediaintheU.S.Hispanicmarket.

Thinkaboutit:Sportsfansareactivelyengagedinsocialmedia.Fromcheckingscorestochiminginwith

anopiniononaTwitterfeedorFacebookpage,thetimespentengagedwithotherfansandsports

propertiescontinuestogrow.Atthesametime,Latinosaretakingpartinthesesocialmediaplatforms

whileusingamobiledevicenotacomputer.

MediacompaniesincludingUnivision,TelemundoandESPNDeportesareactivelydevelopingnewApps

fortheHispanicsportsfan,andlookingforwaysinwhichanadvertisercanbecomeasponsortoexisting

Apps.Sportsmediaasaresportsteamsandleaguesalsoseektoperfectwaysinwhichasponsorcan

becomeapartofaconversationwithoutitmorphingintojustanotherdeliveryvehicleforanadvertising

message.

ThisHispanicMarketOverviewdiscussesthelatesttrendsinsocialmediaandhowsportspropertiesare

developingdigitalandmobiletoolswithsportsfansandadvertisersinmind.

Withthe2012Upfrontseasonstillinprogress,wehopeadvertisersandmarketersgainagreater

understandingofsocialmedia,andwhyreachingHispanicconsumersthroughonethemostpassionate

touchpointsintheLatinomarketplacesmaymakeperfectsenseforaCMOorbrandmanager.

Adam R Jacobson


4/32


4

THEMOBILEEXPLOSION:HEREANDNOW

Thelaptopisso2004.ThedesktopcomputerisaboutasfashionableasaportableCDplayer.

Smartphonesandtabletdevicesareswiftlyrevolutionizinghowweinteractwithfriends,relativesand

businesses.Theyarealsoplayingahighlyintegralroleinhowweshop,andhowwemaybeinfluenced

inourdecision-makingwhenitcomestimetopurchaseagoodorservice.

Marketersandadvertisershavetakennotice.AccordingtoeMarketerdataforSeptember2011,U.S.

mobileadspendingissettosurgefrom$743millionin2010tonearly$4.4billionin2015.Why?ByNew

YearsDay201238percentofallmobilephoneusersintheU.S.willpossessasmartphone.Ofthese

smartphoneusers,41percentwillusethemobileinternetatleastoncepermonth.

eMarketerestimatesincludespendingondisplayads,suchasbanners,videoandrichmedia.But,more

importantly,itfactorsinthekeygrowthareasofpaidsearchadvertisingandSMS-basedadvertising.Ads

viewedonbothmobilephonesandtabletsareincludedineMarketersforecast.

Asoffall2011,message-basedformatscomprise$442.6millionofthe$1.2billioninvestedinmobileadspendingintheU.S.However,text-basedadvertisinghaspeakedeMarketerpredictsthatin2012

bannersandrichmediaandsearchwillaccountfor66percentofallmobileadspending,accountingfor

nearly$595million.Messagingisexpectedtoaccountforjust14percentofallmobileaddollarsinfour

years.

Videoisalsoexpectedtoenjoyaswiftriseinaddollarallocation,growingfrom$57.6millionin2011to

$395.6millionin2015.

INTERNETMEDIA:THEGROWTHENGINEOFU.S.ADVERTISING

Totaladvertisingexpendituresthroughthefirsthalfof2011grew3.2percentyear-over-year,to$71.5billion,accordingtodatareleasedinSeptember2011byKantarMedia.ForQ22011,year-over-year

spendinggrew2.8percent--aslowdownattributedtoongoinguncertaintyaboutthedurabilityofan

advertisingrecoverythatisintoitssecondyear,saysKantarMediaNorthAmericaSVPofResearchJon

Swallen.Keyadspendindicatorsarepaintingamixedpicture.Ononehand,amajorityofmediatypes

actuallyimprovedtheirperformancefromQ1toQ2.Ontheother,spendinggrowthfortheTop100

advertisersstalledinQ2.

Whilecabletelevisionandoutdooradexpendituresenjoyedstronggrowth,itisinternetmediathat

continuestoseeexplosivegrowth.Overall,thecategoryenjoyed10.4percentyear-over-yeargrowthin

thefirsthalfof2011.Internetmediarepresentedmorethan50percentofthedollargainintotaladexpendituresduringthefirsthalfof2011.Online/digitaldisplayadspendingincreased13percentfrom

thefirsthalfof2010;investmentinsearch-basedonlineadvertisingrose9percent.Eachformofonline

advertisingbenefittedfromasurgeofinvestmentfromthetravel,localservicesandinsurance

categories.

Bycomparison,televisiongrew1.8percentfromthefirsthalfof2010;Spanish-languagetelevision

improved1.7percentprimarilyduetoinvestmentfromfinancialserviceproviders.Thisoffsetspending

dipsfromtelecomcompaniessuchasT-Mobile,AT&T,SprintandVerizonWireless.


5/32


5

THEDIGITALBRANDLEADERS

Procter&GambleCo. haslongbeenoneofthemost-activeadvertisersinU.S.Hispanicmedia.Although

thecorporationsyear-over-yearspendingdeclinednearly8percent,itisstilltheNo.1overall

advertiser,with$1.38billioninvestedinallmediaduringthefirstsixmonthsof2011.Spanish-language

mediahasbenefitedfromshiftingbudgetsatP&G,butdollarsplacedininternetmediaarearrivingattheexpenseofmagazinesandbothcableandnetworktelevision.

TheNo.2overalladvertiserduringthefirstsixmonthsof2011was AT&T,withtotaladexpenditures

down2.6percent,to$1.13billion.Theprimaryreasonforthedip:AT&TscontestedmergerwithT-

Mobile,nowunderU.S.JusticeDepartmentscrutiny.Evenso,Verizonslicedits1H2011budgetby22.5

percentfromthefirsthalfof10,to$808.7million,markingthesteepestbudgetcutamongthetop10

advertisers.

Interestingly,thetoptotal-marketonlineadvertisersarentthesameasthetoptelevisionadvertisers.In

fact,onlyGeneralMotors,Verizon,Comcast andtheaforementionedAT&TandP&Garepresenton

bothtop10lists.Thetoptelevisionadvertiserinthefirsthalfof2011wasAT&T,withadspendingdown3.7percent,to$789.4million.Atthesametime,AT&Tsinternetadvertisingexpendituressurged25.4

percent,to$140.7million.

The10largesttotal-marketInternet

advertisersinvested$1.3billionin

searchanddisplaycampaigns

duringthefirstsixmonthsof2011,

up25percentfromthesameperiod

in2010.

AT&T,VerizonandSprinteachmade

thelist;giventheswiftgrowthof

smartphoneuseandinternet

connectivitythroughamobile

device,thisactivitywilllikelycontinuetobestrongforseveralyears.Thiscouldleadtolong-term

investmentopportunitiesfordigitalandonlineplatformstargetedtoLatinos,inparticularsports-

mindedHispanicconsumers.

Wealsotakenoteoftheinternetadvertisingactivityfrom ProgressiveCorp.,upmorethan100percent

fromthefirstsixmonthsof2010,pushingtheinsurancecompanyaheadofVerizon.Giventhegrowthof

theinsurancesector,inparticularwithHispanicconsumer,thatcouldbeseeninthenextdecade,

competinginsurersincludingAllstate,GEICO,StateFarmandAmericanFamilyInsurancecouldbenefit

fromfollowingProgressiveslead.AsAllstateandStateFarmarehighlyinvolvedwithHispanicsports

properties,extendingtheirbrandmessagestothedigitalspacethroughsocialmediaplatformsseems

likeanaturalstepforthisimportantcategory.


6/32


6

CONNECTIONCOMPREHENSION

AccordingtoNielsensStateoftheMedia:TheSocialMediaReportreleasedinSeptember2011,U.S.

internetusersspend25percentoftheirtimeusingtheinternetengagedinsocialnetworksand/or

blogs.Ofthosethatengageinsocialmedia,40percentaccesscontentfromamobiledevice.

Ifthatdoesntenticemarketers,thiswill:

Morethanhalfofactiveadultsonsocialnetworksfollowabrand,Nielsennotes .AsHispanicsoverindexwithrespecttouseofsmartphonesandmobileinternetdevices,itishighly

essentialformarketersandadvertiserstoactivelyengagewithLatinoconsumersthroughsocialmedia.

TherelativeyouthoftheU.S.Hispanicmarket,comparedtothetotalpopulation,alsomakesthe

digitallyconnectedLatinohighlydesirabletoCMOsandbrandmanagerswhoseektogainmarketshare

inachallengingeconomy.

Themostactivesocialmediaparticipantsarewomenbetweentheagesof18and34.Theyarejustas

likelytobeHispanicastheyareAsianorAnglo,andarelesslikelytobeAfrican-American.Theyare

highlyeducatedandareontheirwaytoincrementalincomegrowth,astheyareearlyintheir

professionaldevelopmentandcareers.

Whatarepeopleusing?Facebookisthedominantsocialmediaservice,followedbyprofessionally

focusedLinkedIn,TwitterandTumblr,whichhassurgedinpopularityamongfemaleteenssince2010,

Nielsenfinds.WhatisTumblr?ItcanbestbedescribedasTwitter-styleshortmessagingtofollowers

withawidevarietyofcontent-sharingcapabilities,includingmusic,video,photosandblogging

platforms.AccordingtoCapturaGroupsLeeVan,TumblrhasgrownexponentiallyamongHispanicsand

isnowaplatformanyonlinemarketershouldseriouslyconsiderwhenseekingLatinoconsumers.InMay

2011,asCapturaGroupsVannreports,787,000HispanicsvisitedTumblr,accordingtocomScore.

Latinoscomprised9percentofthesocialmedianetworkstotalU.S.traffic.ByJuly2011,Tumblrs

Hispanicvisitorcountexplodedto1.5million,accountingfor11percentofalldomestictraffic.

Latinosmartphoneandtabletusersarealso

highlyactiveonYouTube,thedominantportal

forvideocontent(legalandillegal);check-in

socialnetworkssuchasFourSquare;and

MySpace,whichstillattractslargenumbersof

usersmanyofthemLatino,accordingtoa

recentMintelreport.YelpandChowhoundattractlargenumbersoffoodieseagertoshare

theiropinionsonarestaurant;TripAdvisorisone

ofseveraltravel-focusedsocialmediaplatformsofferingindividualsthechancetopraiseorpanahotel.

Countlessothersocialmediaplatformsexist.Visitorstowww.jakeadams.netcansharestoriespostedto

theWordPresssiteonBlogger,Digg,Delicious,StumbleUpon,Reddit,Mixx,Technorati,FriendFeed,

Newsvine,7Live7,Adfty,Arto,Bebo,Blip,Brainify,Current,Corkboard,Xangaandseveralothersocial

mediaplatforms.Arealloftheseplatformsviable?Perhapsthatsnotthequestiontoask.Rather,one

shouldbeaskingwhichoneoftheseplatformswillbethenexttoexplodeinpopularity.

WHATLATINOSVISITWHENONTHEINTERNET

Univision.com3.5MillionHispanicvisitors

Tumblr1.5MillionHispanicvisitors

MSNLatino1.5MillionHispanicvisitors

Terra.com740,000Hispanicvisitors

AOLLatino650,000Hispanicvisitors

Source:comScore,July2011


7/32


7

THEPOWEROFSPORTS:EMOTIONINTHEMOMENT

SocialmediamarketingtoHispanicspresentsmyriadopportunitiesforadvertisersandbrandmanagers

seekingtocaptureandcultivateadevotedconsumerbase.

EngagingwithLatinosthroughsports-mindeddigitalandmobileplatformscouldyieldevenricher

dividendsformarketers.

GlobalsportsandentertainmentmarketingagencyWassermanMediaGroupworkscloselywithCMOs,

brandmanagers,sportsproperties,networks,leagues,teamsandathletesindevelopingthemost

appropriatedigitalandmobilesponsorshipstrategies.Anentiredivisionofthecompanyisdevotedto

theHispanicmarketintheUSandLatinAmerica.

HeidiPellerano,whoservesasWassermansvicepresidentofHispanicmarketingbasedinthe

companysLAglobalheadquarters,stronglybelievesthatsocialmediaisagreatcatalystforbrandsto

tapintoagroupofpeoplethatareeagertosharetheiremotionsinadigitalplatform.

Thereisaverystrongemotionthatisevokedwhenitcomestosports,shesays.ItisDVR-proof,and

theseliveexperiencescreatemoments.Andoneofthefirstthingsfanswanttodoissharethese

momentswiththeirfriends.

JenniferVanDijk ,whoworksonWassermansdigitalconsultingteamandassistsPelleranoonHispanic

efforts,adds,Itsallaboutwhatsdeliveredinrealtime.

Howdoesabrand,orsportsproperty,properlyparticipateintheconversation?Itsaquestionthatcant

easilybeanswered.ButVanDijksuggeststhatengagingwithLatinosportsfansonplatformssuchas

FacebookandTwitterwillhelpabrandinachievingitsultimatebusinessobjectiveattractingmore

consumers.

Pelleranoadds,Peoplearetryingtofigureouthowtomonetizesixdifferentscreens.Howproperties

aggregateallofthisandthentellastorytoanadvertiserisgoingtobekey.

Atfirst,socialmediasmainobjectivewastobringtrafficbacktoaportalormainwebsite,which

continuestoattractthebulkofinternettraffic.AccordingtoVanDijk,thatsnolongerasmartstrategy.

Thatmodelisdramaticallychanging,shesays.Socialmediaisallaboutputtingtheexperiencein

frontoftheusernomatterwheretheyare.

VanDijkbelievesMajorLeagueBaseballsmobilesiteattractedmoreinternetusersthispastJulythan

themainMLB.comsitethankstotheproliferationofsmartphonesandtabletdevices.ESPNenjoysamobileaudienceofbetween16millionand18millionpermonth,withroughly20percentofthis

audiencegoingbacktoESPN.com,shesays.

WithGoogleandYahooeachformingteamsdevotedtoHispanicsocialmediamarketing,brandspossess

anopportunitytogetinonthegroundfloorofanadvertisingsegmentthatissettoexplode.Still,

misperceptionspersistabouthowtoproceed,Pelleranosays.Thestatisticsarestillprettymeaningful,

asmanyHispanicsoverindexagainsttherestofthepopulation.Manyinmarketingcircleswere

expectingamajorshiftindollarsafterthereleaseoftheCensus2010data.Butthetimingofitsrelease


8/32


8

didntallowmarketerstodoanythingreallyimpactfulin2011.Itwillbeintriguingtoseehowitwill

affecttheirbudgetsin2012.

Whilebudgetsareontherise,theyrenotwheretheyneedtobewhenmarketingtotheHispanic

consumer,Pelleranosays.Thebulkofthedollarsarestillgoingtothemediawiththebroadestreach

television.

Whilenotengagedinsportsplatforms,PelleranosinglesoutKmartforitseffortsinengagingconsumers

throughitsMyKmart.comonlinecommunity,whichistiedtoengagementeffortsonTwitter,Facebook,

MySpaceandYouTube.Reviews,discussionsandguidesaccompanyproductinformationand

purchasingopportunities.

Engagementwithonlinecommunitymembersdoesnotnecessarilymeanthattwo-waycommunication

isimperative.AsVanDijkpointsout,halfofTwitterfollowersarereadingwhatisbeingpostedbutnot

offeringTweetsthemselves.ThishascreatedthenotionofInfluencers,thosethatholdswayover

consumers.Atthesametime,membersofanonlinecommunitythatofferproductopinionsortravel

reviewsothersmayfindhelpfulalsogainclout.OfthoseactivelyusingtheLivingSocialsocialmediaplatform,closeto40percentbasetheirfinalpurchasingdecisionsonwhattheyreadfromcommunity

members,VanDijksays.

SomesportsleaguesandteamshavebeenaggressiveintheireffortsonFacebook.However,they

haventengagedtheirfansasmuchastheycould,VanDijknotes.Thus,theyvefallenintothebiggest

pitfallforcompanieswithaFacebookpresence:itsbecomeanotherpush-marketingtool.

Theresalsoconcernamongsomebrandsaboutnegativepoststhatcouldwreakhavoconitsimageand

senditspublicrelationsteamintoatizzy.Thereisanopportunityhere,VanDijkbelieves.Abrand

couldsay,Youropinionmatters.Welistenandwetakeactionaboutit.Thosearethebrandsthatwill

resonatebeyondthetransaction,thesamethinggoesforsportsteams.

Istheretoomuchsocialmedia?

FromaconsumerperspectiveIdontthinktherewilleverbeenough,Pelleranobelieves.Forthe

advertiser,thefocusshouldbeonhowbesttomovetheirbusiness.Thismeansselectingacoupleof

socialmediaplatformsandexcellinginthoseenvironments,ratherthanmuddlingthroughsocialmedia

activitiesonawidevarietyofservices.

VanDijkiseducatingclientsonthevastamountofsocialmediaplatformsthatexist.Beyondthat,

marketersmaybesurprisedtohearaboutuniqueaccesspointswhereLatinoconsumersaresharing

theirthoughtsandinformingthemselvesaboutsports-relatednewsandviews.

WerelookingatprivateWiFisites,suchasStarbucks,aswellasairportWiFi,shesays.Werealso

lookingatplatformssuchasYouTube.PelleranoaddsthatonlinevendorsincludingStubHub,where

individualscanbuyorsellticketstosportingevents,alsoprovideaforumfordialoguebetweenabrand

andasportsfan.


9/32


9

Oneofthethingswevealwaystalkedtoourclientsaboutisfiguringouthowtoaddtothesocial

mediaexperience,Pelleranosays.Forthebrand,socialmediaactivityoftenrequiresathree-pronged

strategyengagingconsumersbeforeasportingevent,duringanevent,andfollowingtheevent.

Forexample,theBostonRedSoxengagedinadialoguewithfansearlyinthe2011seasonwhena

baseballgameconflictedwithaBostonBruinsStanleyCupfinalsmatch.Theteamusedsocialmediato

checkwithfansifitwouldbebetterforthemifthey+movedtheirgamesstarttimetoaccommodate

thehockeygame;fanssharedtheiropinionsandtheteamacquiesced.Socialmediaprovidesthat

addedexperienceforteamsandbrandstospeakdirectlywiththeirfans,andthosethatfocusonthat

dialogueinsteadofjustpushinginformationcouldreapgreatbenefits,Pelleranonotes.

AgreatexampleofthisisAmericanExpress,whoishighlyinvolvedwithdigitalandmobileplatforms

devotedtogolf.AsattendeesoftheUSOpenareprohibitedfromusingtheirmobiledevices,per

tournamentrules,AmExsteppedintogivegolffansabetterexperiencebyprovidinginteractive

locationson-courseforattendeestobeabletoposttotheirownsocialmediasitesabouttheir

experienceatthetournament.

ADAPTINGTODIGITALPLATFORMS

WhenaskedifWassermanMediaGrouphasconversationswithcompaniesabouthowitswebsiteswill

lookondigitaldevices,PelleranoandherteamgaveaheartylaughfromthefirmsWestwoodoffices.

Formanycompanies,budgetsaretightandresourcesarespreadtothemax,preventingmanyofthem

fromofferingmobile-friendlywebsites.Atthesametime,thereisnoclearunderstandingamongsome

CMOsofhowtoproperlyconnecttothetabletuserand/orsomeoneusingasmartphonebrowser.

Onceitsprovenanditsnotarisk,thentheyllmoveforward,Pelleranolaments.VanDijkaddsthat

manycompaniesseektoreplicatethefunctionalityoftheirmainwebsitesontheirmobileplatform.

Thatjustdoesntwork,shesays.

VanDijksayscostisamajorfactorincreatingaplatformthatlooksgoodoneverymobiledevice.Major

LeagueBaseballinvestedsignificantresourcesthatgavetheleagueanopportunitytoconnectwithfans

onmultipleplatforms,creatingamonetizationstrategythatallowedthemtoattractsponsorsand

generaterevenue.

ShenotesthatthedevelopmentofApps,notacheapendeavor,isnowbeingscrutinizedbythemost

commonoperatingsystems.Forexample,ApplesiPhoneandAndroid-basedsmartphoneswilllargely

enjoythemostnumberofApps;BlackberryAppsarebeingphasedout,withtheNationalBasketball

AssociationdecliningtorenewitsGametimeAppforBlackberrydevices.OlderphoneswithotheroperatingsystemssuchasSprintsSamsungInstinctarequicklybecomingoutdated,withTheWeather

ChannelonOctober1endingitsOperaMobileApp.


10/32


10
http://www.impremedia.com/


11/32


11

Marketerswhoseektostartasocialmediaplanorperfecttheircurrentendeavorsshouldconsider

thefollowingfourtipsfromPellerano:

Askyourselfwhatthebusinessneedisofyoursocialmediaeffort. Askyourselfwhothetargetconsumeriswhendevelopingyoursocialmediaplan. Understandhowconsumersthatengageinsocialmediabehave. Discoverwhyconsumerswhoareactiveinsocialmediaarethere.

Oncethisisdone,marketerscanthenmoveforwardwithasoundstrategyforsocialmedia.

SPORTS:THEGREATCONVERSATIONCATALYST

Sports,alongwithmusic,areprovenpassionpointsforHispanicconsumers.Ofthetopsportsthat

resonatewithLatinos,soccerisking.Butbasketball,actionsports,MixedMartialArts(MMA),boxing,

NFLfootball,andMajorLeagueBaseballalsoattractlargeswathsofHispanicsportsfans.

SportsisagreatvehicleifyouretryingtobuildthatculturalconnectionwiththeLatinoconsumer,

Pelleranosays.Itsoneofthosegreatconversationcatalysts.Beingabletounderstandtheimportance

ofvarioussportsintheLatinocommunity,andtheirpropensitytobeaverysocialgroup,willallowa

brandtocreateprogramsatthatintersection,whichallowsforamoremeaningfulconversationwith

theconsumer.Thatswherebrandscanwin.

Brandsshouldalsounderstandthatthebefore,during,andafter-eventelementstoagoodsocialmedia

effortshouldntbeconfinedtothetwotothreemonthsbookendingatournamentortheFIFAWorld

Cupasanexample.Consumersmaynotbeinthebuyingcycleduringthistime,Pelleranowarns.

Socialmediashouldnothappenduringableepintime.Brandsneedtogetbetterincontinuingthe

conversationyear-round.

PelleranolikemanyLatinoslivesintwoworlds.HerbrothersthreechildrenallbornintheU.S.allspeak

Spanish.Ifnot,theydhavenowaytocommunicatewiththeir98-year-oldgreatgrandmother.Should

marketersinvestinSpanish-languagesocialmedia?Italldependsonwhatthebrandsconsumertarget

is.Thatbeingsaid,shesays,IfyouignoreSpanishspeakers,youllbemissingoutonanimportant

consumersegment.EspeciallywhenyouconsiderthatmanyHispanicsliveinmulti-generational

householdsandpassontheirlanguagetotheirchildren.TheHispanicconsumerisveryimportanttoany

marketerinanybusinesstoday.OneinfourbirthscomesfromHispanicwomen.Youcannotchooseto

ignorethatHispanicsareplayingandwillcontinuetoplayalargeroleinconsumerbehavior.


12/32


12
http://www.hispanicmediasalesinc.com/


13/32


13

BEINGSOCIAL:THEMARKETERSKEYTOSOCIALMEDIA

JuanJosNuez,founderandCEOofpan-LatinonlinemarketingandadvertisingfirmVertical3Media,

hassomecriticalguidanceforcompaniesthatareactivelyengagedinsocialmedia.

Socialmediaissocial,aboveall,saysNuez,whoservedasCOOofOrange-ownedpan-Latinportal

starMediauntillaunchinghisowncompanyin2010.Somemakethemistakeofwantingtopromote

theirproducts,services,andmorethroughsocialmediabyusingamethodthathasnothingsocialabout

it.

Forexample,hereswhatnottodoifyoureamarketer:Throwanideaoracommentontoasocial

networkthatservesapromotionaltool,andthendonothingelsewithit.

Thenatureofsocialmediaisthatyourenotonlyrespondingtootherusers,butthatyourehavinga

publicconversation,Nuezsays.Ifallyouredoingistryingtopromoteyourproduct,thatsnotgoing

tobuildanaudience.

Nuezsuggeststhatcompanies,brandmanagersandCMOsseekwaystocreateameaningful

relationshipwiththeirfanssothattheyrenolongerjusta

brandoracompany.Thisinvolvesbecomingapartofones

circleoffriendsoranactivepartoftheirinterestgroups.

Thisiswhatwillkeepthemcomingbacktoyourblog,

TwitterorFacebookpage,hesays.Socialmediaisusedto

engagecustomers,whichisatotallynewformof

marketing.Alotofcompaniesstillhaventrealizedthis,and

theycontinuetotreatsocialmediaasjustanotheroutlet

fortraditionalmarketing.

Theinsertionoftoomuchadvertisinginasocialplatform

persists,andNuezremindsmarketersthatsocialnetworkusersaretheretointeractwithpeoplenot

tolookatdisplayadsonthesideofthescreen.Manyusersarentcomfortablewithhavingtoomuch

advertisingthrownattheminanenvironmentlikeasocialnetwork.Theyarentusuallylookingfornews

andinformationorentertainmentliketheycouldbebyvisitingothertypesofsites.

AccordingtoExactTarget,64percentofFacebookusershavelikedabrandonFacebook,but43

percentofFacebookuserswhounlikeabranddosobecauseoftoomuchpushmarketing.

AccordingtoMintel,1in5Latinosuseasmartphoneasaprimaryconnectivitydevicetotheinternet.

Thus,on-the-goconnectivitymayeclipsebroadband/PCaccessinamatterofyears.Howvitalisitfor

socialmediaplatformstofocusonAppsandtobemobile-friendly?Itsessential,saysNuez.

Everythingismovingtowardmobile,andthatwontstop.

Beingmobile-friendlyisntindispensablejustforsocialmediaplatforms,butforallothermediaandall

companies.NueznotesthatMicrosoftsWindows8willfeatureanewlycreatedAppstore.

The nature of social media is

that youre not only responding

to other users, but that youre

having a public conversation. If

all you are doing is trying to

promote your product, that is not

going to build an audience.

Juan Jos Nuez, CEO,

Vertical3 Media


14/32


14

AccordingtotheAssociationofNationalAdvertisers,62percentofshoppersclaimtousetheirphones

forbuyingphysicalgoods.Thereisanotherstudythatclaimssageofmobiledevicesforshoppingwill

increasedramaticallywithinthenextfiveyears,Nuezsays.

Nuezseeadvertisersenteringthesocialmediarealm

throughintegrationefforts.TVandradioareusedto

advertisetheproductorbrandandtobringtraffictoa

website,whichisusedtoshowcaseandsell

products,Nueznotes.Socialmedia,usedtoengage

consumersandforbrandingpurposes,willultimately

drivepeopletotheproductitself.

Itneednotmatteriftheconsumercompletesthepurchaseonlineoratabrick-and-mortarretailer,he

adds.Allmediaisrelatedandveeredtowardonesameobjective:gettingthebrand/product/campaign

outtothecustomers.

WhatsNuezsopinionontheproliferationofsocialnetworkingsites?Therearetoomanyoutthere!However,hesinglesoutNing--theworldslargestplatformforcreatingcustomsocialwebsites.Healso

cautionsmarketersandmediacompaniesthatareconsideringthecreationoftheirownsocialmedia

platform.

Buildingyourownplatformcouldbesavvy,butIthinkitstoorisky,hesays.WithTwitter,Facebook

andnowGoogle+gettingalloftheattention,itsnoteasytogetintothemarketandplaywiththebig

guysunlessyouhaveyourownMarkZuckerberghiddensomewhere!

Onceactiveonasocialmediaplatform,howdoesamarketertakeintoaccounttheall-importantReturn

OnInvestment?Nuezremarks,ROIinsocialmediaisatopicthathasbeendiscussedmanytimes.The

needtomeasurewhatisbeinginvested,toknowwhetheryourstrategyisworkingornot,isreal.But

therecameamomentwhen,aftertryingtoexploredifferentwaystomeasuresocialmediaandits

returnonparticipation,orreturnonengagement,orreturnoninvolvement,orreturnontrust,wecame

torealizethatmeasuringROIinsocialmediaisnotthesameastheROImeasurementintraditionalad

formats.

Simplyput,theadformatsarenotthesame,andneitherarethemeasuringtools.Geotargeting,he

notes,ismuchmoredifficultinsocialmediathaninotheradvertisingoutlets.Themaingoalsofsocial

mediaforcompaniesaretopromotetheirproductsandservicesbyinteractingwiththe

customer/fan/userinwaysthatfalloutsideofthetraditionalinteractionbetweenthecompanyandthe

customer,Nuezsays.Itsadifferenttypeofmarketingandadifferenttypeofadvertisingamore

subtletype,ifyoucancallitthat.

AreHispanic-focusedsocialmediaeffortsgrowing?Veryslowly,hesays.Eventhoughthefiguresare

eye-opening,manycompaniesstilldedicateverysmallbudgetstoanythingHispanic.

Nearlytwo-thirdsofsmartphone

ownershaveusedtheirdevicestomakepurchases.Morethan80percenthave

usedthemtoassistinpurchasing

decisionsthroughproductresearchat

leastonceinthepastyear.


15/32


15

ANESSENTIALCOMPONENTOFTHENEW360

Thereisnolongeraquestionofwhetheryoushoulddosocialmediaornotitisamustandquickly

becominganessentialcomponentofthenew360,says IvanPerez,VicePresidentofNetworkSalesat

soccer-focusednetworkGolTV,whichoffersbothEnglish-languageandSpanish-languagefeeds.Fans

arelookingtoengageonthesocialandpersonalizedlevelandweneedtoprovidethatopportunityin

ordertointeractwiththeconsumer/viewer.

GolTVisestablishingitselfinthesocialmediarealmbytappingintoitsfanbase,engagingwiththemin

conversationacrossmultiplemedia.Werealsobuildingstrategicpartnershipsthatwillhelpusoffer

moreofwhatourviewerswant,andwhatadvertisersarelookingfor,Perezsays.

AssportshaslongbeenaveryeffectivewayformarketerstoreachHispanicconsumers,Perezbelieves

theinclusionofsportsinsocialmediaisanaturalfit.AtGolTV,thenetworkhasbeenleveragingits

relationshipswithleaguesandsportspropertiestodriveviewerstoitswebsiteandmobilehome,

ultimatelyleadingfanstoitssocialmediasites.

Weunderstandtheimportanceandvalueofsocialmedia,andfortheupcomingyearwellbeinvestinginandaddingtooursocialmediaefforts,Perezsays.Thegoalhereistobuildaviablemediaplatform

thatclientswillwanttogetinvolvedin.

Perezdoesnotlookattheimplementationofasports-relatedpromotionacrosssocialmediaandmobile

platformasarisk.Asheseesit,socialmediaofferauniqueopportunitytonotonlyspeaktoyour

consumer,butmoreimportantlylistentoyourconsumer,regardlessoftheirgender.

Weknowthatwomencanbejustaspassionateabouttheirsoccerteamsasanyotherguy,Perezsays.

ThereforeGolTVhasneverbeenonetofocusonlyonmaleviewers.Ourfocushasalwaysbeenonthe

soccerfan,regardlessofgender.Everythingwedo,whetheritsasweepstakesorsimplyanonlinepoll,

wealwaysstayfocusedononething:thesoccerfan.

GolTVswebsite,poweredbyTelefnicaGroupsTerraNetworks,boastsvideos,news,blogs,andteam

rankingsforsoccerleaguesaroundtheworld.Atpresstime,abanneradvertisementforProcter&

GambleCo.sHead&ShouldersshampoofeaturesaMajorLeagueBaseballlogoandMinnesotaTwins

starJoeMaurer.Itsnotsimplyabannerad,however.Afunsocialmediacomponentallowsusersto

createtheirownvirtualbaseballcardbylikingHead&ShouldersFacebookfanpage.

TheLatino-targetedQuitarseElSombreroeffortisasectionofHead&ShouldersmainFacebookfan

page,withmostofitseffortstargetingEnglish-proficientgeneralaudiences.Spanish-languagecontent

alsoincludesalinktoHead&ShouldersforWomenanodtothefemalesportsfanatic.Alinkfor

informationontheSonyPlayStation3baseballvideogameMLB11TheShowisalsodisplayed.

AsofOctober7,2011,thefanpagewaslikedby76,676Facebookusers.Anadditional4,212are

talkingaboutthefanpage.


16/32


16

TopVideoSitesamongHispanic

InternetUsers

Univision.com

Justin.tv

Ustream.tv

Blinx

Livestream.com

source:ComScore,May2011

Addingasocialcomponenttowhatyoucanprovideamarketerisbecomingveryimportant,says

FernandoRodrguez,CEOofTerraNetworks.Itamplifiesthedistributionofcontentandofferssocial

engagement.Thisallowsformorereachforabrand.

WhileTerra.comoffersawiderangeofcontentonavarietyofsubjects,Rodrguezcallssportsoneof

themainpillarsofwhyinternetuserstraveltoTerranotonlyatTerra.combutthroughsocialmediaplatforms.Wereusingallofthesocialengagementtools,andinApril2010implementedFacebook

connectivity,hesays.

ThepromotionanddistributionofcontentisoneofthemainpurposesofwhatTerradoesthrough

socialmedia.ForRodrguez,itisthesimplecalltoactionthatwillleadtotheuserengagementthatsso

cravedbyadvertiserstoday.Thiscouldbeassimpleas,Voteforyourfavoriteteaminatournament.

Indeed,TerrateamedwithHispanic-focusedonlinecommunityQuePasaforacontestthataskedvisitors

toTerra.comtoexplainwhytheircountrywillwinthe2011PanAmericanGames,heldOctober14-30

inGuadalajara,Mexico.ThegrandprizeforthecontestwasatriptotheGames;otherswonteam

jerseys.

BeingplatformagnosticisverymuchapartofTerra.comsmindset.IfsomeonehasaniPhone,wehave

anAppforthat,saysRodrguez.UsersgetadifferentexperiencethanwhenvisitingthemainTerra

website,andtechieshavenoticed.InJune2011,TerrawashonoredfortheBestiPadExperienceat

thefirstannualUserExperienceAwardsduringInternetWeekinNewYork.

WithtabletsandsmartphonesrapidlyeclipsingPCsandlaptopsasinternetconnectivitydevices,Terra

continuestofindwaystoconnectwithitsusersinwaysthatgobeyonditsportal.Asignificantamount

oftrafficcanregularlybeseenonitsdedicatedYouTubepage,TerraDeportesUSA.

HavingapresenceonYouTubeisntcounter-productiveforTerra,Rodrguezinsists.Itisagreat

streamingplatform,andwebelieveitisadditive,andnotcannibalizing.HenotesthatasportspropertyorbrandcaneasilyworkwithYouTubesdesignteamforcustomizedskins,allowingabrandtoownthe

page.MetroPCSsponsorsthevideo-intensivemicrosite,withadvertisingappearinginEnglish.

Istherightlanguageacriticalissueformarketersthatseektoconnecttosportsfansthroughsocial

media?GolTVsPerezsays,Thisdebatehasbeengoingonforyears,butmainlybypeoplethatstill

wanttoseetheworldasonlybeingEnglishorSpanish.TherearemanybilingualHispanicswhofeel

comfortableconsumingmediaineitherlanguage.Languageissecondary,andculturerelevanceismore

importanttotheviewer.


17/32


17
http://www.glrnetworks.com/


18/32


18

AFASTSTART,THANKSTOSOCIALMEDIA

InMarch2009,AzucenaMaldonado sentanemailinvitationtoHispanicwomeningreaterLosAngeles

tolearnaboutafledglinggroupthatcombinedprofessionaldevelopmentwithgolf.Toherdelight,

nearly100Latinasshowedup.

Sincethen,theLatinaGolfersAssociationhasrapidlygainednoticethroughouttheSouthwestandis

nowseekinganationalpresence,withMaldonadoinattendanceatthe2011U.S.HispanicChamberof

CommerceBusinessExpoinMiami.About800womenhaveparticipatedintheassociationsgolfclinics.

Atotal1,500Latinashaveaskedformembership.

TheassociationsgrowthcouldnthavebeenpossiblewithoutFacebookandTwitter.Thatwas

imperative,Maldonadosays.Itwashowwegotthewordout.Icouldnthavedonethiswithoutit.

Fromcorporateofficestosororities,Maldonadoislearningabouthowtooffertherighttypeofcontent.

Shesalsobecomingabitsavvieronhowtomonetizetheassociationssocialmediaplatforms.Luring

sponsorsisthetopdiscussionrightnow,shesays.

Presentingusersofallsocialmediawithanadvertisingmessagerequirestactandtherightapproach.

Thereisalinewhereadsbecomeaturnoffforaconsumer,saysBridgetCarey,SeniorEditoratCBS

InteractivesCNETTV.Whyarewemotivatedtouseasocialnetwork?Tochat,andtocommunicate.

Whentheadvertisingbecomesalittletoopersonal,itwillbeinterestingtoseeifitgoesovertheline.

Privacyconcernsformanysocialmediausersgounnoticed.Saveamajorplatformchange,suchas

Facebooksrecentadjustmentstostatusupdates,mostusersareunawareofthevastamountof

personaldatathatsbeencollectedandawaitinganeagermarketer.Youngersocialmediausersdont

seemasalarmedasoldergenerationswhenitcomestohoweasyitisforanyonetogainaccesstotheir

personalinformation,Careysays.

LikingaFacebookpagewillgiveabrandstewardtheabilitytolearnabouteveryuserwholikesthe

page.Thiscanassistmarketerswithhowtobestpromoteaparticularproductorservicetothis

audience,whileconcurrentlyprovidingFacebookuserswithoffers,contentandotherincentives.

Sadly,Careysays,manycompaniesthathave

launchedsocialmediainitiativesdontgetthis.The

mostsuccessfulFacebookfanpagesaretheones

thatgivemeareasontogobacktothem.Theresa

fanpageaboutmytoothpaste?ThatssomethingImnotverypassionateabout.Butwhatiftheresan

inviteforatriptoHawaii?Sure,Illgoandsignupforthechancetowin,butifIamnotactivelygoingto

thefanpage,Imnotengaged.Youhavetomakesomeonefeelspecial,andthatstheNo.1challenge

facingmarketers.Youvegotmeasafannowyouhavetointeractwithme.

Youhavetomakesomeonefeelspecial,and

thatstheNo.1challengefacingmarketers.

Youvegotmeasafannowyouhaveto

interactwithme.BridgetCarey,Senior

Editor,CNETTV


19/32


19

THESEARCHFORSOCIALROI

CNETsCareylaughsattheconceptofTwitterparties,whichmayinvolveanonlinegatheringof

bloggersandactiveTweeterswhohavebeenjudgedasinfluentialbyamarketer.

AlotofmarketingagencieshavenoideawhattodoandarescramblingtofindtheROI,shesays.

Theygoinwiththedesiretogivepeoplegoodexperienceandtogettheirproductinthehandsof

theseinfluencers.AfewadvertisersdontmindthrowingproductsoutandhavetheTwitteruserand

bloggerglowabouttheproduct,butitsjustlikesprayingbulletsallovertheplace,hopingtomakeit

stick.

MannyRuizwoulddisagree.OnSeptember14,theHispanicizeco-founderandpapibloggerhosteda

90-minuteTwitterpartythreedaysbeforeahighlyanticipatedboxingmatchbetweenFloyd

MayweatherandVictorOrtiz.VerizonFiOSsponsoredthevirtualfiesta,usingtheopportunityto

promotethefightsavailabilitytofiber-optictelevisionservicesubscribers.Flat-screenTVswere

awardedtoparticipants.

Whatwasthepointofitall?Hispanicmalesarenottargetedaggressivelybymarketers,butwhenthey

aretheyarelargelytargetedthroughsports,Ruizsays.Soccerandboxingaresportsthatareregularly

indiscussionwithmarketers,anditshisbeliefthatbloggeroutreachoffersconsiderablevaluetoa

brand.

Peopleareattractedtobloggersthathaveaveryloyalaudienceandareveryinfluential,Ruizbelieves.

Forexample,ifyouwriteaboutFerraris,youllprobablyhaveasmalleraudiencethanabloggerwho

writesaboutallcars.ButifyouhaveanaudiencethatcaresonlyaboutFerraris,Imgoingtobemuch

moreinterestingtoyouandcanengagewithyou.

WhileCNETsCareysuggeststhatoneortwosocialmediaplatformsshouldbeselectedandperfected,

goingbeyondFacebooktoconnectwithagroupofsportsdevoteesalsomayprovesuccessful.Thats

whereabloggercanwieldtheirpowertoconvinceconsumers.

Ruizcautions,however,thatinfluencedoesnotequalcredibility.Influenceisgaugedindifferentways

bybrands,hesays.Forthebloggertotrulybecomeinfluential,theyneedtobecomethetargetof

brandsthatseekyourwebsiteusers,andthosethatmeetthepsychographicprofileofthosevisitinga

blog.Thatsthebiggestattractionofitall.

OfthethousandsofbloggersactiveintheU.S.andPuertoRico,Hispanicizeestimatesthat500update

theirsitesatleastthreetofourtimespermonth.Thereareopportunities,Ruizsays.Therearealot

morebloggerswhoarecomingonline,andtheresroomforalotmorebloggersinplaceslikeMiami.

Foranyblogger,thetrickistogenerateahipfactorandgaintheabilitytocreatealarge-scaleviral

campaign,Ruizsays.HepointstotheFacebookfanpageforBeingLatino,whichhasnearly61,500

followers.

Weareintheageofthecitizenjournalist,andthedayandagewhenyoucouldbekeptquietandhave

agatekeeperaregone,Ruizsays.Doesittrumptraditionalmedia?No.TVisnotseverelythreatened


20/32


20

byit,buttheyneedtothinkofotherplatforms.Traditionalmediawascreatedtoinform,nottoengage.

Socialmediaisdifferent.

Whathappenswhentraditionalmediaseekstobuilditsbrandbyengagingsocialmedia?Additional

revenuemaynotbetheNo.1ROIgauge.

Whenyouhaveabrandthatcutsthroughtheclutter,youllfindthatpeoplewillengagewithyou

throughsocialmedia,saysJimKalmenson,presidentofLotusCommunications,whichownsESPN

DeportesRadioflagshipKWKW-AM1330inLosAngeles.WehaveFacebook,wedosocialmedia,but

wedoitnotsomuchtoselladvertising.Wedoittoengagelisteners.

ThatsnottosayKWKWwontentertaininterestfromitsadvertisers.Wellincludesocialmediawhen

requested.Butwewontpushit,Kalmensonsays.

KalmensonstakeonsocialmediaislikelyintricatelytiedtoKWKWsbillingperformance.Accordingto

BIAfn,KWKWisthehighest-billingSpanish-languageAMradiostationintheU.S.This,hesays,isinlarge

parttothelongTimeSpentListeningseenbyESPNDeportesRadiosaudience.Kalmensonnotes,

Sportsradiolistenersarenotsong-shopping.Theyarentspendingtimedialingaround.Whatdrivesour

busisdirectresponseadvertisingontheair.

KWKWhasseensuccesswithtext-to-winpromotions.Butisthissocialmedia?Careysaysno.Youre

notconnectingtopeople.Socialmediaisaboutsharingaconversationwithmanypeople.


21/32


21
http://www.foxhispanicmedia.com/


22/32


22

THENETWORKSOCIAL:AMEDIAEMBRACE

Eraseanyconcernsthatsocialmedia,andtheproliferationofdigitalandmobileapplications,will

cannibalizethebread-and-butterrevenuegeneratorsforamediabrand.Fromportalsreinventing

themselvestoradioandtelevisioncompaniesseekingtoexpandtheir360-degreeapproaches,social

mediaisbeingwarmlyembracedbymanyHispanicmedia.

ESPNDeporteshasinvestedheavilyinsocialmedia,andhastakentheleadwithregardtoinnovation.

ESPNDeportesRadiosApp,availableforiPhone,DroidandBlackberrydevices,isuser-friendlyand

interactive.AirpersonalitiescanreceivetextmessagesthroughtheAppfromusers;sportsnewsand

scoresareeasilyviewedfromthetouchofabutton.Bringingadvertisingsponsorsintothemixisthe

nextstepforthenetwork.

OscarRamos,seniordirectorandGMforESPNDeportesRadio,stronglybelievessocialmediaisa

naturalextensionofwhattheaudiencecravesespeciallyinthesportsworld.Itisntjustaplatformto

distributecontentbutalsotointeractwithouraudience,andmakethemfeelastheyareapartofthat

content,hesays.Socialmediaallowsthattohappen.

RamosbelievessocialmediapresentsthesportsfanwithmultipleoptionsforcommunicatingwithESPN

DeportesRadio.Itmakesperfectsense,asthenetworkhasmultipledeliveryoptionsforbringingits

contenttotheenduser.SocialmediaallowsESPNDeportestohaveabroaderaudiencereach,he

says.

Itcanalsoprovideconsumerswithaddedcontentthatgoesbeyondthemaindeliverymethods.You

cantlimityourselftoaudiojustbecauseyourprimaryvehicleisaudio,Ramosnotes.Weoffervideo

podcasts,wehavetheinteractionmodule

weveaskedourselveshowtosuperservetheaudienceandnotlimityourselftowhatalready

existsandwhatyouvetraditionallydone.

Luringsponsorshasresultedindifferent

approachesbasedontheindividualobjectives

oftheadvertiser,Ramossays.Welldo

somethingincombinationwithtraditional

media,interweavingthebrandmessageinmanyways.BrandmessagingontheESPNDeportesRadio

Appwillalsoappearonthemainwebsite.

COMPANY-WIDECOMMITMENT

SocialmediahasbecomeanintegraltoolforjustabouteverydivisionofUnivision,thenationslargest

Hispanicmediacompany.CharlieEcheverry,Univisionsexecutivevicepresidentofinteractivemedia

sales,believessocialmediacanfurtherthecommunicationscompanysdesiretoreachitsaudienceon

alllevels.OurviewersareonFacebookandTwitter,andtheywanttointeract,hesays.Itsthe

horizontalpiecethattiesintegratedmarketingalltogether.

EcheverryseessocialmediaasadistributionpointforUnivisionsintellectualproperty,aswellasaway

tobringtrafficbacktoUnivision.com,themost-visitedwebsiteamongonlineHispanics.Additionally,

Weveaskedourselveshowtosuperservethe

audienceandnotlimityourselftowhat

alreadyexistsandwhatyouvetraditionally

done.OscarRamos,ESPNDeportesRadio


23/32


23

Univisionssocialmediaeffortsseektobringaudiencetothe70-pluslocalsitesand15nationalsites

thatthenetworkalsoadministers.

BeyondUnivisionsownwebsitesaremorethan200webpartners,wherethenetworkscontentand

relationshipswithotherentitieshaveresultedindynamic,co-brandingopportunities.ForLatinofansof

theNationalFootballLeaguewhoprefertoconsumeSpanish-languagemedia, NFL.com/espanoloffers

afulldigestofnews,schedules,videos,Spanishgame-dayaudioandasectiondevotedtoFantasy

Footballfanatics.ThesiteisoptimizedbyUnivisionDeportes.com.

UnivisionInteractiveMedialaunchedthesitein2009.Today,theNFLisregularlyfeaturedonthe

UnivisionDeportesFacebookpage.TheNFLalsohasaTwitterfeedandFacebookfanpageofitsown,

butitismainlygearedtowardaudiencesinMexico.

ApartfromUnivision,theNFLhasattractedadvertisingpartners

foritsownmobileplatform,NFLMobile.Formerlyavailable

exclusivelyfromSprint,theNFLswitchedtoVerizonWirelesswith

the2010-11season.Today,VerizonheavilyadvertisesontheNFLMobileaspartofitsagreementwiththeleague.

ThatsnottosayUnivisionisntinvolvedinNFLMobileVerizon

smartphoneuserscanlistentoallgamesavailableinSpanish,

providedbyUnivisionRadio.Thisincludesa32-gamebroadcast

scheduleincludingMondayNightFootball,ThanksgivingDay

games,playoffs,SuperBowlXLVIandtheProBowl.

BeyondtheNFL,Univisionisworkingwithadvertisersonthe

CopaOroandCopaAmericasoccertournamentsonthe

sponsorshipofstreamingmediaanddisplayadvertising,while

alsosuggestingasponsortabinaFacebookfanpageexecution,

Echeverrysays.

Hestressesthatmovingbeyondthemaindeliveryvehiclefora

mediacompanyscontentisnecessaryintodayson-the-go

consumerenvironment.Youhavetobefocusedonallthings

mobile,Echeverrysays.Consumptionofcontenthappenstobeonthebestscreenforthatmomentin

time.

ItsoneofthereasonswhyUnivisiondevelopedaDeportesFtbolapplicationforsmartphonesthat,whilelaunchedaroundthe2010FIFAWorldCup,wasnotaWorldCupApp.OncetheCuppassed,we

wantedtohaveagood,functionalAppthatcouldbeusedbeyondthetournament.IfanAppistoo

narrow,itmaynotbringintheaudiencesizeneededtoattractanadpartner.Theyjustdontgetthe

installbasethatismeaningfulforanyadvertiser.

Comcast-ownedTelemundo,Univisionsbiggestmediarival,alsopartneredwithVerizonWirelessina

digitallyenhancedsportssponsorship.InSeptember2011,itbecamethetitlesponsorofDominaLa

Accin,asportssegmentairingduringlocaleveningnewscastsatTelemundostationsinLosAngeles,

Youhavetobe

focusedonallthings

mobile.Consumption

ofcontenthappensto

beonthebestscreen

forthatmomentin

time.Charlie

Echeverry,Univision
http://sponsorship.verizonwireless.com/nfl_esp/http://www.nfl.com/espanol


24/32


24

NewYork,Miami,Houston,Dallas,Chicago,PhoenixandSanFrancisco.Promotionofthepartnership

includedonlineandmobileelements.

Buildingonthestrengthofourlocalsportscoverage,TelemundoandVerizonarecommittedto

deliveringthiscontentinanengaginginteractiveexperiencetoimmersefansinthegame, Enrique

Perez,seniorvicepresidentoflocalsalesandmarketingatTelemundo,saidinpreparedcomments.

Anover-the-aircall-to-actioncampaignisdesignedtodriveuserstoTelemundostationwebsitesand

VerizonWirelessFanoftheWeeksectiontosubmitphotosandvideosoffanswearingNFLgear.Fan

photosandvideoswillbefeaturedduringtheon-airsegments,aswellasinanonlinegallery.

Mobilecontent,optimizedforsmartphoneusers,featuresenhancedgraphicalelementsandvideo

streamsavailableviaTelemundosALaManolocalizedApps,whichareavailableforiPhone,Android

andBlackberryusers.Facebookintegrationofthesponsoredsportssegmentsanddedicatedtweetson

localTelemundostationTwitterfeedsarealsoapartofthepromotionalefforts.

ThesportsinitiativeistiedtotheFebruary2011launchof Social@Telemundo,astrategicsocialmedia

unitledbyTelemundovicepresidentofdigitalmediaandintegratedsolutionsBorjaPerez.

FoxDeportesalsoengageswithfansthroughTwitterandaFacebookpagethatboasts326,200likes.

Theresabevyofinteraction,withhundredsofuserscommentingonvariousposts.Thefanpagealso

includesalargeselectionofvideos,andFoxDeportesexclusives.

ImpreMedia,publisherofsomeofthenationslargestSpanish-languagenewspapers,activelypromotes

itsmultichannelmarketingplatforms,includingdigitalandmobile.TheimpreMediaDigitalNetwork

offersadvertisersmultiplatformadvertisingonthenationalandlocallevelthatincludesonlinebanner

campaignsandrichmedia,landingpages,channelsponsorships,customizede-mailandintegrated

cross-mediapackages.

Thecompanynotonlyhasitsmainportal,impre.com,butoversees10uniquewebsitesforitsdailyand

weeklytitlesacrosstheU.S.Asisthecasewithmostnewspaperonlinehomes,sportplaysabigrolein

thecontentmix.TheDeporteschannelincludeslinkstoTwitterandFacebook;itissponsoredbyESPN

Deportes.

DEDICATEDTOTHEFUTURE

ESPNDeportesemploysthreefully-dedicatedpeopleforitssocialmediaengagementandfan

interaction.WithitsFacebookfanpageapproaching90,000likes,ensuringthatthenetworkis

interactingwithitsthousandsofactiveonlineconsumersisessential.

OurshowshavefeedsonTwitter,andFacebookfanpagesmanagedbyeachshowsproducer,sayssay

MarioFraticelli,whomanagesESPNDeportessocialmediaefforts.Updatesoccurfourtosixtimesper

day;round-the-clockupdatesareontheway.

Soisadvertiseractivity,saysthenetworksDirectorofDigitalAdSales, JeffZahn.Advertiserscanrally

aroundacertainthemeoranidea,andsocialmediacanberolledintoit.
http://www.impre.com/deportes


25/32


25

GillettehasteamedwiththenetworkonapollaskingESPNconsumerswhattheybelieveisthebest

sportstradeofalltime.FordenjoysaformidablepresenceonLaConexin,asectionoftheESPN

DeporteswebsitethataggregatesalloftheURLsforitsmanyshowsthroughonecentrallocation.

WhileZahnstresseswithmarketersonaroutinebasisonhowHispanicsoverindexonsmartphone

usage,makingFacebookandTwitteramobileplayforreaching

Latinos,headmitsthatESPNDeportesisstillstrugglingwithhow

tobesteffectivelybringinasponsor.OurAppsaremorenews-

and-information-focused,buttherewillbearedesigntomakeit

moreadvertiser-friendly,hesays.

Thatsnottosayadvertisersarentinterestedinfindingthe

solution.MexicanbeerbrandModeloenjoyedasuccessfultrial

fromteamingwithESPNDeportes.Weplacedsponsor

integrationintotheAppasademo,andaftertwomonthsthere

weresubstantialimpressionsandtraffic,Zahnsays.Nowwe

wanttheadvertisermessagetogobeyondasimplelogotoinclude

animation.

FraticelliandZahnworkverycloselyinmakingsurenewsocial

mediaplatformsareadvertiser-friendlyandrelevanttoESPN

Deportesconsumers,whoseemtobeshiftingfrombroadbandto

mobileswifterthananticipated.Advertisersareeagerto

understandhowswiftlytheshiftisoccurring,andhowtogeton

board,Zahnnotes.

Theadvertiserwantstobeabletosaysocialmediaisapartofthemedialandscape,buttheyreallyjustwanttobeapartofsomethingwheretheysay,Hey,weredoingsocialmedia,hesays.Theyare

tryingtofindoutwhatworks,andwhatdoesntwork.Itissomethingthattheyarelearningfromus,but

asofnowtheyrestillnotdeeplyinvolvedinsocialmedia.

ESPNDeportesin

September2011selected

NewlinkAmericaasits

publicrelationsandsocial

mediaagencyofrecord.

Newlinkwillbemanaging

mediarelationsandwork

closelywithESPNsdigital

team,providingstrategic

recommendationsand

engagingcontentforvarious

socialmediaplatforms.


26/32


26
http://www.goltv.tv/


27/32


27

ACOMPONENTFORYOUREVERYDAYLIFE

TheresbeenmuchchatterinrecentmonthsaboutGoogle+,asocialmediaplatformthataimstomake

sharingonthewebmorelikesharinginreallife.

MarkLpez,headofU.S.HispanicaudienceforGoogle,believesGoogle+givesmarketersagreat

opportunitytoconnecttoHispanicconsumers.Weareintegratingsocialactivitiesintoourdigitallives,

andthisevenincludesonlinesearch,e-mailandviewingonlinecontent.

SportswillhaveasignificantpresenceonGoogle+,Lpezsays.Discussionswithcontentpartnersare

heatingup,anditisthesediscussionsthatareessentialforGooglessuccess:Googledoesntcreateits

content,nordoesithaveadesireto.

Werelookingatpartnershipsandbringingthebestcontenttoourdeliverysystems,including

YouTube,saysLpezoftheGoogle-ownedvideohub.OnYouTube,onecanviewEnglish-language

broadcastsofliveCopaAmricamatches;Spanish-languagecoveragecanbeaccessedinLatinAmerica.

Meanwhile,theGooglesearchisgettingafacelift:Googleisdevelopingalgorithmsthatwill

personalizeresultspresentingapotentialmarketingboontoadvertisers.

Todaywhensomeonedoesanonlinesearch,theygetresults,Lpezsays.Butwhatiftheresultswere

recommendedbyfriendsinacertaincircle?Thatswherewereheaded.

AsLatinosareextremelysocialandenjoytightrelationshipswithfamilyandfriends,Lpezseesthe

internetasalong-terminvestmentformarketersseekingtoconnectwithHispanicconsumers.

Werereallyinthefirstinning,hesays.Thisissomethingthatisjuststartingforus,butwebelieve

thattheconversationwiththeconsumerhastohappen.Socialmediacandothis,andbealignedand

integratedintotraditionalsportshabits.


28/32


28

CASUALORCORE:REACHINGALLFANS

Sportsteamshavetakenvariousapproachestoconnectingwiththeirfans.Somesuperservethesports

geek,thefanwhodevoteshourstoexpressingtheiropinionsaboutaplayerorteamonTwitterora

Facebookfanpage.

TheNationalBasketballAssociationsOrlandoMagicputsaheavyemphasisonappealingtoboththe

casualfanandtheSuperfan.TheteamsFacebookfanpagehaswellover1millionlikes,andthe

Magicenjoysover1millionTwitterfollowers,makingitsecondintheNBA.

Despiteacripplinglockoutthathasalreadycanceledthe2011-12pre-seasonandcoulderasegames

fromtheregular-seasonschedule,theMagicisactivelyengagingwithitsfans.Hispanicsareverymucha

partofthemix,withTwitterandFacebookhomesforthosewhoprefertouseSpanish.

ElOrlandoMagic.com,alandingpagetiedtotheteamsmainwebsite,hasactivelyengagedLatinofans

since2010.

TheteamsSpanish-languageFacebookfanpagehasabout2,250likes,andtheresnotmuchconversation,withmessagespostedbytheteamfailingtostartanonlinedialogue.However,withthe

NBAonholdandlimiteddiscussionpoints,theteamislimitedinwhatitcando.Oncegamesbegin,

activitywilllikelyaccelerate.

Thatwontincludeabarrageofpromotionalmessages,saysJoelGlass,theteamsvicepresidentof

communications.Youdontwanttoovermarketonasocialmediasite,henotes.Tofindtheright

balance,theteamwillworkwithsponsorsforspecificprojectsthatcanincludesocialmedia.Companies

activelyengagedintheseconversationsincludeAirTranAirways,oneoftheMagicsbiggestsponsors,

andOrlando-basedTex-MexquickservicerestaurantchainTijuanaFlats.

Inthe2010-11season,TijuanaFlatssponsoredapromotioninwhichitwouldgiveoutafreetacoshould

anOrlandoMagicplayerhit10three-pointshotsinasinglegame.WepromotedthatonTwitter,andit

generateda400percentincreaseinredemption,Glasssays.Oursponsorsareverybrightandonthe

ball,andweremovingforwardwithsocialmedia.

TargetingHispanicsinCentralFloridawillverymuchbeapartofthoseefforts.Lookatwhereweve

come,Glassnotes.WehavebeenofferingSpanish-languagecoverageforallhomeandawaygames

for13yearsandwehave19gamesinSpanishonTV.WebelieveintheLatinosportsfan.
http://www.elorlandomagic.com/


29/32


29
http://www.espndeportessales.com/


30/32


30

ATTHEFOREFRONTOFTHEFUTURE

TheLatinocommunitywillbeattheforefrontofmobileapplicationsbecausetheyvenotembraced

onlineopportunities.

ThatstheviewofKevinBaxter,whocoversHispanic-focusedsportstopicsforthe LosAngelesTimes.

Theydontneedacomputeranddonthavetoovercome20th

Centurythinking,saysBaxter,who

spentmanyyearsattheMiamiHeraldbeforeshiftingtotheWestCoast.Hispanicswillbearealtarget

forsomeofthesesports-focusedApps.

Fromhisperchasasportswriteratamajormetropolitandailynewspaper,Baxterseesthesocialmedia

proliferatinginusenotonlybyhispeers,butbyathletesthemselves.Thisprovidesdirectaccess

betweenafanandthosetheyadmire.

Thatcouldbeghastlyforapublicrelationsexecutive,ortheathletesagent.

Athletescangostraighttotheirfollowerswithoutafilter,whichmeansthestupidstufftheysaygoes

rightoutthere,henotes.Onthepositiveside,alotofcollegeathletesareusingTwittertotellyou

whentheyvesignedaletterofintent.

Convincingteamstoallowtheirplayersunfetteredaccesstofanshasproventobeabituneven,Baxter

observes.TheMexicannationalsoccerteamisverywaryofthepress.Theywanttointeractfans,but

ontheirterms.

TheLosAngelesAngelsofAnaheim,ledbymanagerMikeScioscia,arewellawareofthepowerof

Twitter.Sciosciarunsaverytightclubhouse,buteveryoneintheorganizationonTwitterislistedinits

mediafeed.Theymaynotbemonitoringeverythingandwanttocensoranything,buttheyrecertainly

awareofwhattheirplayersaresaying.

Baxternotesthatalotofthecommentsarefarfrominsightful.ButTwitterhashelpedinunexpected

situations.OnJune1,2011,theAngelscharterflightfromKansasCitywasforcedtomakean

emergencylandingatLosAngelesInternationalAirport.Thanksocialmediafordeliveringthestoryto

reportersacrosstheSouthland.

Thenewsbrokeprettyfast,andweweremonitoringmanyoftheplayersTwitterfeeds,Baxterrecalls.

WebasedournewsstoryonwhatwasbeingTweeted.

TheLosAngelesDodgers,whichhaveseenmanyunwantedheadlinesin2011duetothebitterdivorceofownerFrankMcCourtandthebeatingofaSanFranciscoGiantsfanearlyintheseason,havetakento

bloggerstoprovideapositiveimageofthebaseballteamtotheworld.

Theresabloggerseatinthefrontrowofthepressbox,andtheteaminvitesadifferentbloggerto

everyhomegame,givingthemfullaccesstotheteam,Baxtersays.Theseareprimarilythosewho

havefanblogsandliveandbreatheDodgersbaseball.


31/32


31

AtESPNDeportes,itsin-studiohostsconnectwithitsaudienceviaTwitter. LinoGarcia,thenetworks

GeneralManager,notesthathostJosRamonFernandezisthetopTweeterforESPNDeportes.Others

highlyactiveonTwitterincludeChronmetrohostDavidFaitelson,MLBreporterCarolinaGuillen,NFL

reporterJohnSutcliffeandFernandoPalomo,whoheadsthenetworkscoverageofSpainsLaLiga.

Garciamarvelsattherapidadvancementofsocialmediainitiativesacrossthesportsworld.Three

yearsagoitwasntevenapartoftheconversation.Oneyear

agowehaddripsanddrabsofsocialmedia.Thefloodgates

openedinApril2011,whenESPNDeportesfullyunveiledits

socialmediaefforts.

JosUlloa,areporterknownasTheCyberGuyatFox

affiliateKTTV-Channel11inLosAngeles,seespotentialfrom

underservedsportsinparticular,onthehighschoollevel.

Thisisthebiggestuntappedsportsmarket,andsomeoneis

goingtocomeupwithanAppthatreflectsthisgenerations

interestinit,hesays.Thatsthepointthedevelopment

ofsocialmediaisgenerational.

GiventherapidgrowthofHispanicsundertheageof21throughouttheWestCoast,Ulloasays

marketersshouldtrulyworktounderstandhowtheyoungergenerationisbeginningtomaximizeitsuse

ofcurrenttechnologyastheybegintodelveintootherAppsontheirsmartphonesortablets.

CMOsandbrandmanagersshouldalsokeeptheireyeonwomen,eveninasports-mindedsocialmedia

initiative.Womenwillbedrivingtechnology,andsoonwomenwillbegravitatingtowardaparticular

Appthatmayincludesports,Ulloanotes.Inmultiethniccommunitieswomenwieldalotofpower.

Theygravitatetothingstheythinkmakesthemlookgoodandfeelgood.WhileLatinosarelatetothegamewhenitcomestoalotofsocialmediaApps,theyareactivewithitandareembracingnew

technologies.

GETINTHEGAME

Whatshouldadvertiserswhoarentthinkingaboutsports-focusedsocialmediabeconcernedabout?

Gettingtrumpedbyacompetitor.

Ifyourenotinit,Ithinkyouhavesomeexplainingtodo,saysESPNDeportesGarcia.Butitisnottoo

latetobeinit.Makeyoursocialmediamarketingeffortsorganic.Weareinthebusinessofentertaining

fanswhoarehighlyengaged.WecaneveninsertvideoinFacebook,anditjusthastofeelasifitisnota

commercial.Thereisanarttothis,anditthereisabetterconnectiontothesportsfanthroughthis.

WhileLatinosarelatetothe

gamewhenitcomestoalotof

socialmediaApps,theyare

activewithitandare

embracingnewtechnologies.

JosUlloa,TheCyberGuy,

KTTV-FOX11/LosAngeles


32/32

HISPANIC MARKET OVERVIEW SocialMediaandSports:TheWinningPair32

ABOUTTHEAUTHOR

ADAMRJACOBSONisaveteranjournalistandmarketingstrategistwholaunchedamedia

marketingandpublicrelationsconsultancy,primarilyfocusedontheU.S.Hispanic

market,inJanuary2010.A15-yearveteranHispanicmarketmediaprofessional,Jacobson

istheauthorandleadadvertisingrepresentativeforthequarterlyHispanicMarket

OverviewseriesofreportsproducedanddistributedinassociationwithHispanicAd.com.

Throughhisconsultancy,JacobsonservesastheprincipalanalystforArbitronsHispanic

RadioTodayseriesofreportsandasanassistantanalystforglobalresearchfirmMintel.

JacobsonhasservedasasenioreditoratHispanicMarketWeekly,assistedinthelaunch

ofLatinaStyleMagazineandbeganhiscareerin1993atHISPANICMagazine.JacobsonsarticlesonHispanic

cultureandbusinesshaveappearedinTheMiamiHerald,LatinTradeandLatinBusinessToday.com.Hespentmore

thanadecadeatformerindustrytradepublicationRadio&Records,helpingtodeveloptheLatinmusic

departmentwhileservingasaneditorinvariouscapacities.

ADAMRJACOBSONEditorialServices&ResearchConsultancy

1228WestAvenue,Suite1003MiamiBeach,FL33319

EastCoast:954-417-5146WestCoast:818-231-1546

[email protected]

AdvertisingSalesRepresentative :

MannyBallestero--973-540-8859(office);973-214-1972(cell)

[email protected]

2011AdamRJacobsonEditorialServicesandResearchConsultancy.

sports social media 2011

Documents