the power of social media
TRANSCRIPT
The Power of Social MediaA Perspective of Online Hispanics
And Social Media
Presented by: Social Media Spanish (SMS)
Presenter: Natasha Pongonis
Social Media Director
Content‣Why Social Media?‣Social Media Forums‣Online Hispanics Overview‣Are all Hispanics the same?‣Case Studies
Social Media
Social Media - Why Social Media?3 out of 4 people in America use Social Media Technology
Which Forums
‣Facebook - 800MM Worldwide
‣Twitter - 200MM Global Users, est.
‣LinkedIn - 115MM Global Users, est
‣Google+ - 30MM Worldwide, est
Source: Hispanics users on Facebook & Twitter, Social Media Spanish Blog
‣ Homepage‣ News Feed: page which allows you to view your friend’s updates
‣ Requests: Facebook will notify you when someone would like to “friend” you and the user has the opportunity to “friend request” any person
‣ Notifications: Facebook notifies you if your friends post content on your wall, comment on your photos, etc.
Source: A Beginner's Guide To Facebook: Learn The Basics Of Facebook by Susan Ng
“Helps you connect and share with the people in your life.” –Facebook
Facebook Continued
‣ Profile Page: your “personal space” on Facebook ‣ Wall: profile’s main page on Facebook; users and friends can post content on this page
‣ Info: basic personal information displayed to the Facebook community
‣ Friends Page: allows you to view your friends profiles on Facebook
‣ Inbox: e-mail feature which allows you to communicate with your friends
‣ Chat: you can have a live conversation with your friends who are online
Facebook Continued
‣How to set a your Facebook Page‣ YouTube: Using Facebook & features 3:33 minutes
‣ Tweets: a post or status update‣ Hashtag (#): a way of organizing tweets which will be listed to all Twitter
‣ Reply (@reply): a way of replying to a follower who mentions you or a way of mentioning a follower; ie. @username
‣ Following: those whom you choose to receive and view “tweets” from
‣ Followers: someone who can view and receive all of your “tweets”
‣ Direct Message (DM): send e-messages which can only be viewed by the follower you choose
Source: A basic guide to understanding language used on Twitter by Gene Patterson
Twitter: online social networking and microblogging that enables its users to send and read text-based posts of up to 140 characters
Twitter – Terminology 101RT (Retweet) - Tweeting content posted by another user
Hash Tag - the '#' symbol followed by a term describing or naming the topic
Tweeps - Twitter + peeps (friends)
Tweetup - Twitter + meetup: a gathering of people based on a Twitter conversation
Tweighbor - Someone who is a member of your Twitter community
Tweeple - Twitter + people; Also Tweople
Twibe - Twitter tribe; people on Twitter that you follow or those who are following you
Twitterers - Group of people who have Twitter accounts
Twitterspeak - Language found only in tweets and not normally used in Conversation
Twollow - Act of following someone on Twitter
‣How to set a your Twitter Page‣ YouTube: Using Twitter & Tweets 2:12 minutes
‣ Professional Profile: lists current and past positions, education, etc.
‣ LinkedIn profiles rise to the top of search results
‣ Summary paragraph: your professional elevator pitch
‣ Connections as real life network:‣ Use webmail import to see all the people you know who are already on LinkedIn, then you can then select who you wish to invite to join your trusted network
Source: LinkedIn Corporation © 2010
“LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.” –LinkedIn
LinkedIn Continued ‣ Connections as real life network:
‣ Upload a contacts file from: Outlook, Palm, ACT!, or Mac Address
‣ List of your colleagues and classmates: that are already on LinkedIn
‣ Answers: post a question and tap into the experts you’re connected to and the entire LinkedIn network
‣ Search: look up someone’s profile before you meet with them, learn their background and see who you know in common
Source: LinkedIn Corporation © 2010
‣How to set your LinkedIn Page‣ LinkedIn: Using LinkedIn & Connections 0:54 Seconds
Google+
‣ +Circles: users can personalize lists of friends and stream news feeds allowing users to group friends together by category
‣ Using the + : integrated into the navigation bar of all Google Products, allows users to keep track of their notifications while away from the Google+ homepage
‣ +Vertical Integration: allows you to access and download data such as documents, Picasa Albums, Buzz, etc.
Google+ makes connecting on the web more like connecting in the real world. Share your thoughts, links and photos with the right circles.
Google+
‣ +Sparks: users input a list of interests, topics and news stories and 'Sparks' identifies links from individuals and organizations which might be of interest
‣ +Hangouts: allows users to pull groups together for a simultaneous video chat
‣ +Mobile: features on different mobile platforms like android and iPhone. A dedicated application is on its way. Instant upload option
Source: Google social network: The 5 key features of Google+ by Gordon Macrae
Google+ is predicted to be next Big Thing for Business… It has the potential to be a great collaboration and communication platform
Do’s and Don’ts
‣ Channels: Find a Person’s Preferred Communication Channel
‣ Say Just Enough: Get the attention of more people, but for a much shorter amount of time
‣ Profile pic is worth a thousand of words. Don’t use an inappropriate photo
‣ Do a Social climbing: connect with quality audiences
‣ Don’t leave your profile blank: A comprehensive profile helps you to gain trust and establish authority.
Do’s and Don’ts
‣ Don’t neglect to use of keywords: Enhance your profile with the key words that people are likely to look
‣ Don’t brag or sell products: Post articles that will be helpful to others, announcements about events of interest
‣ Do post updates that you’ve used on other sites: Yes, it’s okay to post updates on Facebook, Twitter, and LinkedIn
‣ Do join Groups: groups that are applicable to you and your goals on Linked-In. This
Do’s and Don’ts
‣ Encourage open conversation: Allow your fans to freely post content and photos on wall posts and discussion boards
‣ Don’t “like” Unscrupulously: Read the post, you probably shouldn’t “like” bad news
‣ Do share photos: on Facebook is okay to share pics of vacations, kids, events in your life
‣ Don't share identifying information: such as your address or telephone number, birth dates, their full names, etc
Social Media & Hispanics
Did you know…? Hispanics learn about brands, compare prices, and make final decision online more than general market‣57% of Hispanics always go to the internet to look for deals compared to 43% of the general market1
‣72% of Hispanics prefer an online product rating over a friends opinion2
‣U.S. Hispanic market purchasing power is projected to reach 1.3 trillion dollars by 2015
1. Hispanic Cyber study 2010, AOL Advertising 2010
Hispanics are a very social group with high usage of social media
3 Twitter Usage in America 2010, Edison Research,2 Lesson From Coca-Cola, Twitter and Univision
‣61% of U.S. Hispanics are online Hispanics = 14.5% of the total online market3
‣41% of online Hispanics are under 35 years old
‣19% of US Hispanics are Twitter Users2
‣54.2 % of Hispanics online regularly use Facebook
Are all Hispanics the same?‣No, Hispanics are quite diverse ‣5 main groups of Hispanics today
Hispanics in the US•Nueva LatinaEnglish preferred (some Spanish)Born in U.S.; 2nd generationSome Hispanic cultural practices; often “retro-acculturate”
•Bi-culturalBi-Lingual (equal or nearly)Immigrant as child or young adultMany Hispanic cultural practices
•HispanoSpanish preferred (some English)Immigrant as adult, in U.S. 10+ yearsPre-dominant Hispanic cultural practices
•AmericanizadoEnglish dominant (nearly no Spanish)Born in US; 3rd+ generationFew Hispanic cultural practices
•LatinoamericanaSpanish dominant (nearly no English)Recent immigrant as adult (less than 10 years ago)Primarily Hispanic cultural practicesIdentify with home country more so than U.S.
This pie shows the national distribution, although the mix of segments varies by region and metropolitan
area.
This pie shows the national distribution, although the mix of segments varies by region and metropolitan
area.
Source: America’s Latino Future, 2015 and Beyond, Geoscape, American MarketscapeDataStream
Which Forums‣Facebook - 800MM Worldwide
- 13MM US Hispanic Users, est‣Twitter - 200MM Global Users, est.
-8.1MM US Hispanic Users, est.‣LinkedIn - 115MM Global Users, est
‣Google+ - 30MM Worldwide, est - 7.2MM US Hispanic Users
‣ Other Forums have their strengths‣ Que Pasa, Orkut, Hi5, MiGente, Batanga
Source: Hispanics users on Facebook & Twitter, Social Media Spanish Blog
The World map of Social Media
‣ Facebook 800+MM as a leader‣ Ozone 480MM active users‣ Vkontakte 110MM accounts 1. Infographic byRia Novosti
2. Facebook Press Room
Brands Marketing to Hispanics on SM
Case Studies
‣CDC en Espanol
‣NBA
CDC en Espanol
‣68K+ Fans on Facebook‣11K+ Fans on Twitter
The CDC, dedicated to protecting health & promoting quality of life through prevention and control of disease, injury, and disability
‣ Launched Dec 1st‣ 17+ Interactions/post‣ 5,000+ monthly active users‣ 72%+ US fans
CDC en Espanol‣Advertising strategy
‣Rotating ad graphics
‣Campaign strategy‣Health Superstars Quizzes (Estrellas de la salud)
‣CDC going Mobile‣Health News on the go(CDC Móvil en Espanol)
CDC & Live Chats‣CDCcontagion
‣How would CDC control an outbreak?
‣What really happens when CDC disease detectives are tracking diseases?
CDC expert, Dr. Jennifer McQuiston for a LIVE Twitter chat
‣302K+ Fans on Facebook‣3.7K+ Fans on Twitter
“Social Media is a key component, it allows our fans to engage with our sport and our player in a more personalized level” NBA
NBA éne•bé•a
‣ Why the name?‣ Natural Spanish‣ Search-ability‣ Hispanic fan base
‣Engaging content‣Questions to fans
‣Promotions and Giveaways‣Videos + Music
‣Photo Captions‣All-Stars from the past
NBA éne•bé•a
NBA éne•bé•a ‣Consistent Interaction
‣Polls & Quizzes
Recommendations‣Think before you post ‣Separate accounts – private/professional
‣Employer social media policies‣Don’t share too much personal info‣Use the proper introduction‣Publicizing a private conversation on a wall post
‣Build quality relationships‣Respect the community
I look forward to your questions!
Questions?