Friday5: Hispanic Heritage Month: The Digital Trailblazers

September 15 through October 15 was Hispanic Heritage Month in the U.S. This is the final article in the Friday5’s Hispanic Heritage Month series. Find all the articles diving into the Hispanic community’s digital trends at EdelmanDigital.com.

U.S. Hispanics are ahead of the curve when it comes to digital media. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. The U.S. Hispanic community is a vastly underserved market, and the opportunities to reach them through digital remain largely untapped.

With a population of over 50 million and a buying power of over $1 trillion, Hispanics are a coveted—and growing—audience for marketers to target. Hispanic consumers are on the web, and they’re setting trends in digital media. Let’s look at how brands can reach the Hispanic community with digital media.

1. Be Mobile

According to a Nielsen study, among smartphone owners, Hispanics are 17 percent more likely than non-Hispanics to access the Web through their phone vs. through a computer. They’re also more likely to upgrade or replace their mobile headsets and buy tablets. A lot of that video watching happens on mobile, as smartphones are becoming the “first screen.” Nielsen states that 10 million Hispanics watch mobile video for an average of more than six hours per month.

When it comes to mobile, figure out your mobile-centric use cases, create mobile-first destinations, drive ROI and branding in mobile-specific ways and integrate mobile prominently into multi-screen campaigns.

 2. Use Video

Two brands that have taken this lesson to heart are Universal Pictures and CoverGirl. Universal Pictures has a dedicated Latino channel on YouTube where it distributes custom spots, featurettes, clips and content. CoverGirl sponsors Becky G, a Mexican-American singer/dancer who has a huge following on YouTube among U.S. Hispanics.

3. Connect and Engage With Cultural Relevancy

Constantly connected consumers are influential ones—spreading ideas, culture and content. The Hispanic audience is very connected. Brands can make great use of digital media to connect with this audience. The key is to create culturally relevant experiences that resonate with these consumers.

An example of this is Starbucks “Noches Culturales” (Cultural Nights). Starbucks*, in partnership with the Edelman Multicultural team, helped the brand engage with the Hispanic community.  The program included a series of in-store concerts, highlighting local Latino musicians and giving them a platform for discovery and engagement with their fans.

4. Speak to Their Culture 

Language isn’t enough. To really speak to Hispanics, you need to be culturally relevant. Take, for example, Universal Pictures’ Despicable Me 2. Universal found a way to extract storylines, show relevant talent, use music and use the Spanish language when appropriate—all ways to help make the film attractive and culturally relevant to Hispanic audiences.

 5. Give Them Choices—más opciones

Too often, marketers think they’re reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual. Through digital, marketers don’t need to take a one-language-fits-all approach—and they shouldn’t, because there is a big opportunity to reach these consumers in both languages. Let the users pick which language they prefer.

Mattel is adopting this approach, creating bilingual versions of its campaigns. Last year, it launched a cross-brand Hispanic-targeted holiday campaign, “Toy Feliz,” which included a bilingual website.

How have you seen the Hispanic community influence digital media?

*An Edelman client

Friday5: 2014 Hispanic Heritage Month: The Hispanic Mobile Community

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next two weeks the Friday5 will focus on the digital trends regarding this influential and growing audience.

Hispanic consumers are not only the fastest growing demographic in the U.S., they are also leading growth in the ownership of mobile devices. According to Nielsen’s recent Digital Consumer Report, 72 percent of U.S. Hispanics own smartphones. According to BIA/Kelsey’s Consumer Commerce Monitor study, Hispanic consumers also spend more time using mobile devices and are more likely to use those devices for local shopping. Here is some key insight to consider when designing multicultural marketing strategies for mobile campaigns.

1. Hispanic Gen Xers Lead in Daily Tablet Usage

U.S. Hispanics own tablets at a higher rate than the general population and Hispanic Gen Xers are leading the way. According to a recent PricewaterhouseCoopers report, nearly two-thirds of U.S. Hispanics between the ages of 35 and 49 use a tablet every day, making them the leaders in daily tablet content consumption.

2. Latinos Lead U.S. Smartphone Use

According to a Nielsen report, Hispanics are purchasing smartphones faster than any other group of consumers. The report shows that 72 percent of Hispanic adults own smartphones, which is approximately 10 points higher than the national average. Nearly half of the Hispanic consumers surveyed in the report said they planned to upgrade to new devices within the next six months, which is a reflection of their willingness to adopt new technology.

3. Hispanics More Likely to Use Social Apps and Text

A PricewaterhouseCoopers’ report found that 74 percent of US Hispanic mobile phone users used apps to access social media at least once per week, compared to 73 percent for non-Hispanics. U.S. Hispanics were also more likely to communicate on a weekly basis via text messaging. Ninety-six percent of U.S. Hispanics used text messaging on a weekly basis compared to 92 percent of non-Hispanics.

4. Why Pandora is Booming with Hispanic Users

According to ComScore, Pandora was the No. 1 music streaming service for Hispanics for the month of June. Hispanics accounted for 25 percent of Pandora’s 76.4 million actively monthly unique visitors (MUV’s), which represents approximately 19 million Hispanic MUV’s. According to Experian’s 2014 Market Overview report, Hispanics are 17 percent more likely than non-Hispanics to access the Internet through their phone than a computer. In a move that recognizes this trend, iHeartMedia announced it will produce its first-ever Latin music festival in partnership with Live Nation. iHeartRadio Fiesta Latina is set to take place Nov. 22 at the Forum in Los Angeles and will feature performances by Ricky Martin, Daddy Yankee and many others. iHeartMedia’s music streaming company iHeartRadio is Pandora’s direct competitor.

5. US Hispanic Millennials More Receptive to Mobile Ads

According to an Experian report, U.S. Hispanic Millennials: Bridging Cultural and Technology Gaps, Hispanic millennials are more receptive to mobile advertising compared to their non-Hispanic counterparts.  The study found that 18.7 percent of Hispanic consumers ages 18 to 34 were open to receiving ads on their mobile devices as compared to 8.5 percent of non-Hispanics in the same age group. 40 percent of Hispanics in this age group preferred to receive mobile ads in both English and Spanish.

What tips do you have for targeting the Hispanic mobile community?

This post was written by Melissa Quinones, Yocasta Shames & Will Ayers

Facebook re-launches Atlas and Twitter’s Social Media Lab

Facebook re-launches ad platform Atlas, Twitter invests in MIT social media lab and more of the latest digital news of the week.

Facebook Re-Launches Ad Platform Atlas

On Monday, Facebook rolled out its completely re-built ad platform, Atlas. Previously, Facebook used cookies to track the most visited websites so it could show targeted ads once users returned to Facebook.com. Now, Atlas will allow marketers to tap Facebook’s user data and direct ads to people on thousands of other websites and mobile apps outside of the platform.

8 Famous Photographers worth Following on Instagram

Whether you’re managing an Instagram account for a client, or just looking for some inspiration, Mashable shares eight famous photographers that are worth checking out to get your creativity flowing.

Google Is Bringing More Brand-Friendly Ads to Mobile

Earlier this week, Google announced four new ad units specifically designed for mobile devices. Three of the new ad units are interstitial, meaning they display before the expected content page, and will take up the majority of the user’s mobile screen. Google also plans to expand access to their mobile TrueView video ads that were previously only available to gaming apps in their AdMob in-app ad network.

Twitter to Give All Tweets, $10 Million to New MIT Social Media Lab

Twitter is diving deeper into research to better understand the role that Twitter and other social platforms play in the way that people communicate through the funding of an MIT lab. The social media giant will be spending $10 million over five years for this newly announced initiative, and will provide uninhibited access to all of its tweets dating back to the platform’s birth. This news follows Twitter’s release of all public and historical data to a handful of research institutions back in April.

Friday5: 2014 Hispanic Heritage Month: Tailoring Paid Campaigns to Reach Hispanics Online

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next two weeks the Friday5 will focus on the digital trends regarding this influential and growing audience.

“Pay-to-play” has become the defining phrase in digital communications over the past few years, and it’s even truer when trying to reach the multicultural audience. As paid promotion becomes increasingly important online, here are a few tips to ensure you optimize your next paid media campaign to reach the Hispanic community:

1. English vs. Spanish

The Hispanic community is becoming increasingly bilingual – primarily Spanish and English – and their online habits reflect this trend. Nearly three-fourths of U.S. Hispanics speak Spanish at home, yet 45 percent of Hispanic Millennials prefer to browse in English. Many paid distributors allow targeting based on browser language setting, so consider targeting both English and Spanish browser settings in your next campaign – regardless of whether the content is Spanish or English.

2. Mobile vs. Desktop

More than any other community, Hispanics connect using mobile devices – namely smartphones. They browse social networks, read news and stream video all from their phones, so it’s essential that your online campaign is designed to have mobile reach. That means if you’re creating digital assets for a campaign, make sure they are mobile optimized; and incorporate mobile targeting in your paid media plans.

3. Online Video vs. Television

Beyond heavy mobile use in general, Hispanics watch disproportionately more video on their phones. On average, Hispanics spend eight hours each month watching online video, compared to 6.5 hours a month for the average American. Short form videos (3-minutes or less) are increasingly popular among this audience and surpassing television viewing for the younger Hispanic generations. As part of your next Hispanic-focused program, consider incorporating shareable video as owned content or creative for a targeted paid campaign.

4. Micro-targeting vs. One-Size-Fits-All

“Hispanic” cannot be used as a blanket term. Hispanic men differ from women, Hispanic youth differ from older generations, and Hispanics in California may differ from those in Miami in how they use the Internet and the type of content they consume. Therefore, micro-targeting across demographics is essential. Craft tailored messages for specific audience segments and do not be afraid to experiment with new platforms to reach different groups within the Hispanic community.

5. Test and Test Again

Statistics are great, and they lead to audience insights that we cannot always gather first-hand. However, at the end of day, testing is the only way to know what truly works on a case-by-case basis. Plan your digital campaigns to be flexible, so you can test and tailor key messages and delivery of your ads. Experiment with new creative and different platforms to see what performs best and, ultimately, fulfills your campaign goals.

What tips do you have for targeting the Hispanic community online?

Twitter targets movie buffs and Facebook extends reach with new advertising platform

Twitter-targeted ads for movie buffs, Facebook’s new advertising platform and more of the latest digital news.

Twitter Targeted Ads for Movies

Twitter will begin offering ads specifically for movies, targeting audiences based on users’ past tweets. For example, if a user tweeted about the first movie of a series, Twitter would subsequently target that same person for the sequel. From extensive internal research, the social platform was found to be a major influence in movie choices; users are likely to watch a movie based on news and feedback shared on Twitter. According to Twitter, beta testing will begin in the coming months.

Facebook Extends Reach with New Advertising Platform

In an effort to challenge Google in the advertising space, Facebook is preparing to launch a new advertising platform next week. Possibly stemming from its Atlas purchase from Microsoft in 2013, this platform is designed to help marketers further understand what their audiences are seeing both on Facebook and off.

Ello, Ello? New ‘No Ads’ Social Network Ello is Blowing Up Right Now

Originally launched in March, Ello is receiving lots of love as an ad-free, LGBT-friendly social platform. The big difference from larger platforms is its invite-only requirement and users have the option of opting out of analytic tracking during usage. According to recent reports, Ello is receiving anywhere from 4,000 to more than 30,000 requests an hour from folks eager to join the platform.

How Social Media is Reshaping News

With almost 5,000 digital news sector jobs now, the online front is a growing forum for the latest news. Find out more about the relationship between news and social media, based on research by the Pew Research Center.

Friday5: 2014 Hispanic Heritage Month: Latinos and Social Media

September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next three weeks the Friday5 will focus on the digital trends around this influential and growing audience.

Latinos make up 80 percent of active users on social media, surpassing the non-Hispanics by 10 percent, according to a Pew Research Center’s Internet Project. In order to connect with this burgeoning community, it is extremely important to be culturally relevant and consistent. The bottom line is that they need to know that brands understand and value them to drive engagement and sales.

Here are a few social media channels that your brands should be engaging this community with:

1. Twitter

In a Pew Hispanic Center survey, about 58 percent Latino Internet users on social networking sites like Twitter. Latino users are looking for a way to engage in a two- way conversation with brands. The platform has some of the highest brand-to-consumer engagement which ultimately drives to sales.

2. Facebook

Facebook has seen the importance of connecting brands with the U.S. Hispanic community and developing a market strategy to serve agencies and advertisers and help them target this community. The strategy plans to create an online social engagement platform which embraces their feedback and flows into the brands innovation pipeline.

3. Tumblr

Tumblr serves 2.3 million unique Hispanic visitors monthly and, at least online, it rivals the likes of Univision.com, terra.com and MNS Latino. Nielsen notes that among the top social networks in the U.S., Tumblr has the highest concentration of Hispanic visitors.

4. YouTube

Over-indexing in video consumption, YouTube presents the opportunity to create content that represents and connects the Hispanic community. A production company, MITU, has gone from making television programming to developing a whole network geared toward Hispanic-Americans. It’s a multi-channel network that has assembled the largest collection of Latino content creators on the Web and has become one of the largest media companies providing digital content to the Latino market globally. Now in 2014, the network has four channels and over six billion views.

5. Instagram

According to Pew Research Center study, Latinos are more likely to use Instagram than other groups. Some ways that brands can connect with this demographic on social channel is by focusing on healthy lifestyles and celebrating Hispanic culture.

Is your brand incorporating social media an integral part of its Hispanic marketing strategy?

This post was written by Fabiola Nunez, Melissa Quinones, & Yocasta Shames

Image credit: Al_HikesAZ

Is Big Data Still Relevant?

We live in a data driven culture, but the concept of big data can be interpreted in many ways and is often used in reference to data capture, curation and storage. The need for greater access, data resources and integration has led to a shift in how we think about big data in its most traditional sense:

From Data Storage to Data Intelligence

A study by IDG Enterprise found that 70 percent of enterprise organizations already or plan to deploy big data solutions in 2014. While data infrastructure and storage were the primary areas of focus when the term became popular, there is now more investment on different aspects of big data that focus on putting information in the hands of those that drive decision-making. Investments in software applications, analysis tools and staffing are all components of an organization’s big data strategy.

What was initially a technology group challenge is now permeating throughout organizations. Data integration, improved data visualization and quality analysis are now major concerns for organizations and teams of all sizes.

Ownership of Big Data

The right technology is still integral to success, but there are many more sources to consider and more team members that need access. There’s an organization-wide need to start using data to make smarter, more informed decisions.

To make the big data concept work will require executive alignment. More specifically, the CMO and CIO (or CTO) need to be aligned. Their collective vision for technology, staffing, delivery and overall direction need to be in lock step. Their customers should always be top of mind.

Big Data Adoption

Education and applied learning continue to be a barrier to data proliferation. A 2013 eMarketer report found that U.S. business executives need more education on big data application to solve business problems. In the same report, it was found that 78 percent of U.S. business and IT executives agree that harnessing all of their data would make them a much stronger business, making data-based actionable intelligence is still a goal worth striving for. Market leaders want data to be easy to understand, structured and accessible so they can glean insights that give them an advantage or fresh perspective.

The promise of improved access to actionable, data-driven insights is very appealing. Big Data will continue to evolve as business needs shift and technology advances. The demand for more insights to inform marketing and optimize performance will continue to make big fata relevant now and in the near future.

Image credit: BigStock

Facebook’s News Feed changes again and Twitter revamps Profiles for iOS mobile

Facebook’s News Feed changes again, Twitter introduces its ‘Biggest Update to Date’ for its iOS mobile platform and more of the latest digital news

Facebook Just Changed its News Feed Yet Again

Facebook announced Thursday that it’s changing its News Feed algorithm to show users fewer old posts in favor of more timely content. The Feed will now be impacted by two new factors including the time that a post received engagement (as opposed to just how many engagements it garnered) and whether a given story is “trending.” What does this change mean for users? For the most part, this will likely result in timelier, more relevant content appearing in the News Feed. Read Facebook’s blog post here.

Twitter Overhauls Profiles on iOS in the ‘Biggest Update to Date’

A new Twitter profile interface for iOS users was released yesterday in an effort to emphasize users’ bios, photos and favorited tweets. All of this will now be easily seen without the need for multiple swipes or clicks within the platform, simplifying the user experience significantly. The update is available to users running iOS 7 or higher and timing for the Android app is unclear thus far.

Places is a Sharing Platform That Puts Privacy First

Places revealed new software this week: a secured sharing platform for files and messaging. Offering end-to-end encryption, the software allows multiple people to access files with advanced security. Currently still building support for the application, Places is welcoming outside developers to test its privacy settings.

Social Media Users Are More Charitable Than You Might Think

A recent survey of over 1,000 U.S. adults from Survey Monkey explored social good and charity habits of social media users. Results showed that 51% of respondents hear about new social good initiatives on social media channels first and 64% have reportedly donated $100 or more to a charitable cause in the last year. Read on for more information on the amount of money social media users have donated, how many hours they have invested in charitable causes and more.

Image credit: Daniel Dionne

Friday5 – 2014 Hispanic Heritage Month: A Hyper-Engaged Community

September 15 to October 15 is Hispanic Heritage Month in the U.S. During the next four weeks the Friday5 will focus on the digital trends around this influential and growing audience.

Latinos have a remarkable presence in the U.S. – they are the largest minority in the country with more than 54 million Hispanics (16.7 percent of total population) as of 2013. This is just the tip of the iceberg – Latinos have a purchasing power estimated to reach $1.5 trillion by 2015, while Latino consumers are approximately 10 years younger than the average consumer. Latino digital presence is a force to be reckoned with as they are more likely to download apps, chat, stream video, listen to music and play games than non-Hispanics, making them a hyper-engaged group.

1. Younger and connected

As one of the fastest-growing segments of the U.S. population, Hispanic millennials are mostly native-born and prefer English over Spanish while still embracing their Hispanic roots.  AdWeek dubbed Latinos as digitally savvy, young and socially connected – a marketer’s dream come true. Latinos are part of native mainstream media and pop culture but possess a deep understanding of their origin.

2. Social media, social media, social media

Technology has fortified the link between Latino’s passions and their peers. According to eMarketer, three-quarters of the growing Hispanic population actively utilize social media (72 percent of U.S. Hispanic Internet users will use social networking in 2014 vs. 68 percent of the total population in the U.S.) For brands, this digital influence makes Latinos an ideal community to target.

They are also savvy shoppers who tend to engage with peers about their purchases through social media. They also maintain a strong connection to traditional media outlets. Compared to non-Hispanics, Latinos are overwhelmingly more engaged with radio, infomercials, and billboards.

3. Do not generalize!

The Latino community is as diverse as it is substantial. There is no neat, specific classification that defines all 54 million of them. Brands are reexamining the way they target Hispanics and throwing out old clichés in favor of more culturally relevant. “[Latino millenials] are a versatile bunch. They ping-pong between cultures, languages, interests and behaviors,” said Andrew Orcí, CEO of California based multicultural ad agency, Orcí. As brands begin to embrace the diversity within their community, marketing methods will evolve.

4. Brands attempting to tap this market

Some brands are doing it right. In 2013 Univision launched a bilingual UVideos digital platform meant to target young Hispanics. Unilever* also launched a campaign in 2006 called Vive Mejor (“Live Better”), a Latina-inspired effort to offer beauty and household advice for Hispanic women. The campaign works across different platforms, starting with the ViveMejor.com website, as well as renowned spokespeople, social media activations, and events across key cities. Competitors, such as P&G, were quick to follow these steps.

5. Early adopters and Trendsetters

Relative to the rest of the population, Hispanics are more often first in line to purchase new technologies, including smartphones and tablets. Not only do they enjoy trying new products (31 percent of Hispanics, as opposed to 14 percent of the non-Hispanic population), they set the trends. Nearly a third of Hispanics also enjoy telling their friends about their new purchases.

How does your brand address the growing Hispanic market in the U.S.?

*Edelman client

This post was written by Melissa Quinones and Yocasta Shames.

Image credit: moodboard

Friday5: Keep Your Eye on Social Media Week

Social Media Week is upon us once again. The second, weeklong conference of 2014 kicks off on September 22 in cities around the world, including São Paulo, Toronto, Los Angeles, Chicago, London, and Berlin. Social Media Week brings together some of the top thinkers and professionals in the industry to share ideas, best practices and future insights in to the fast-paced and constantly evolving digital medium.

Here are a few key themes to keep an eye out for:

1. Wearable Technology

Wearable technology has been discussed for a few years now. Whether it’s a Wi-Fi enabled watch or a pair of hi-tech glasses, wearable technology is shaping up to be the next big consumer product. Be sure to check out discussions happening in Los Angeles and London to see how the tech industry is responding and what this means for digital marketers.

2. Data Security and Privacy

The lists of companies who have suffered data breaches continues to grow, and security and privacy are a growing concern for consumers. People are beginning to put more pressure and scrutiny on companies and governments who hold their information. As consumers’ digital life continues to grow, this will continue to be an important trend to follow.

3. Mobile and E-Commerce

Shopping and buying online is nothing new but the frequency and consumer demand seems to be growing continuously. This is evident in the new products and services coming out to capitalize on the need for rapid, easy and secure mobile and e-commerce, including Twitter’s moves toward a mobile purchasing platform. Be sure to check out the many Social Media Week events discussing the future of mobile and e-commerce.

4. Social Media’s Impact on the News

Some say that the news media is “dying.” But, is it really dying or is it just changing with the times? Check out #SMWNEWS to follow the conversations happening during Social Media Week about the changes in how we report, consume and share the news.

5. Content and Storytelling

It seems like every conference or summit about digital media has a keynote speaker about content and storytelling, which tells you one thing: it’s extremely important. Anyone can produce content but it’s producing the right content at the right time to the right audience that matters. Follow #SMWSTORYTELLING to join the conversation about content and storytelling at Social Media Week.

What do you think will be the big trend in Social Media Week?

Be sure to follow #SMW14 to see what’s new and what’s being discussed before, during and after Social Media Week September 2014.

Image credit: Jason Howle

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