Social Media Monitoring Tools That Provide Engagement for Spanish Dominant Hispanics.

 

We have discussed at length  how  Hispanics tend to be highly connected to their devices and are highly involved in social media a That too is also linked to a specific age group. The younger the demographic the more  connected and dependent they are  to their cellular devices. Furthermore,  we have also discussed that the younger the demographic the more English dominant they become as well despite the fact that they are fully bilingual but because of acculturation will prefer to engage and communicate in English. But when we turn to the older demographic and their  internet use, we see that although there are also for the most part bilingual still prefer and are largely Spanish dominant. Although their internet use is not as extensive (63%) it is directly correlated to higher education and income , the more  level of education and income level , the more they are likely (91%) to use the internet.

 

Companies like Social Compass, a Twitter engagement tool  launched in 2014, just released  its Spanish version to attract and market to its Hispanic consumers. As part of its marketing strategy, his application  searches tweets  by location, industry and keywords and whenever a customer tweets a need and is ready to buy a product, the company can reach out directly to the consumer with a promotional discount.  By  downloading the coupon, it not only provides a discount but also the ability to share the app with other consumers, generating  not only conversion rates and sales for the company  but also engagement within their customer base. Furthermore, once the discount is downloaded their information gets stored in a database and continuously  monitors the customer’s engagement. The results of this platform have been tremendous. By the end of 2014, Social Compass had a conversion rate of 34%  Another example is Brandwatch , which is another media platform that allows engagement in 44 languages including Spanish. The company allows their customers to make their own rules and change mentions whenever necessary. This  tool allows you to track and follow the clients engagement and social mentions to a product or business. Great for marketing analytics just not great for  personal privacy .    Netvibes a social media dashboard that allows full engagement of all the major platforms across the web. Although it does not provide analytics it ta a great way to monitor engagement of your business across many channels.  Although it was started in France, it was initially in French and English but have incorporated other languages as well including Spanish.  Finally, Repustate a sentiment analysis program that allows you to extract  opinions and attitudes  about a specific business .It is available in 11 languages.

What are the Most Interesting & Innovative Social Media Efforts to Reach & Engage the U.S. Hispanic Market?

It has been well documented that Hispanics overall are highly engaged in social media. However, in which of the social media platforms do they engaged  in the most and how are companies targeting them through ads and other efforts?

 

In a study conducted by Pew Research Center Facebook seems to be the most used social media platform among Hispanics stating that  71% of them use it and engage in the network, followed by Instagram at 34%  and finally Twitter at 21%.  For this reason, brands such as Disney Latino, Unilever, Kraft, Nissan, Ford and Toyota among others have taken  note and developed marketing campaigns and marketing strategies  within these platforms to reach and engage  the  desired market. We have also discussed the importance of not just language but cultural relevancy into the marketing strategy. Companies like McDonalds , CNET and AT&T have incorporated this strategy in their campaigns.  For example, McDonalds , the fast food chain, has developed a strategy that is consistent with Latino  and multicultural research practices to effectively reach the target market. CNET is also partnering  with Latino celebrities to have a wider reach within the Hispanic population and finally, AT&T is doing mobile bilingual advertising targeting the younger and tech savvy consumer promoting their wireless services.

 

Another example  of brands targeting  Latinos are car makers Ford and Toyota respectively. Among other brands Toyota and Ford  lead the pack in Hispanic brand loyalty and further Hispanics  account for 20% of  total  car sales . Ford’s advertising campaign targeted at Latinos emphasizes  the already brand loyal Hispanic to engage their preferences on car model and make by  promoting fan  discussions  on their Facebook Page.  Also, their use of language in their ads  and interaction with their consumer base  is bilingual, which large part of the  fan base interaction  is in Spanish. Most of this interaction a re product queries  where most of the audience is Latin American and living outside the US. Although that changes for US Hispanics, where language preferences are mixed,  a majority of them still are  Spanish dominant or bilingual but still prefer  their content in Spanish particularly when it comes to the technical aspects of the model. Ford capitalizes on that to reach these consumers and  as a matter of fact, Ford’s Twitter handle  is mostly in Spanish and has the same idea as their Facebook page to generate discussion on their specific brand.

 

Unlike Ford where the promote engagement to their page, Toyota uses Facebook as a selling platform for their  products. Given that the Toyota brand is well known for being  a safety conscious company, they have more of a fan base than does Ford.  Like Ford, most of the page is in Spanish and rely heavily on imagery to sell and promote their products. Finally with a  smaller following than Ford, their Twitter handle relies mostly on community events sponsored by the company to promote their brand.

 

In conclusion, if companies want to reach  the Hispanic market, they have to find innovative efforts to continue to engage the Hispanic market.