Is Your Brand Readyto Engage Latinos Online?

MODERATOR

Karla Fernandez ParkerK. Fernandez & Associates

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PANELISTS

Wally SabriaThe Axis Agency

Manny SantosPR Newswire / MultiVu

Laura SpencerDisney Destinations

Is Your Brand Ready?PRESENTED BY WALLY SABRIA

@wallysabria

Yo Tweet en Español…Isn’t that enough?

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Understanding their needs& passion points

It is important to identify and understand the

core beliefs, life experiences and passion

points of your U.S. Hispanic target segment,

That can allow brands to establish the most

compelling rational and emotional benefits that

can tie the brand to a key cultural insight.

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@wallysabria

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COMMUNITYCOMMUNITYCONTENTCONTENT CONVERSATIONCONVERSATIONCONTEXTCONTEXT

Create the right cultural context that can naturally connect the brand with its audience

Develop a variety of multi-media content – from the most simple to the more complex

Establish a steady stream of conversation and engagement with the community

Manage, monitor and grow the community to create fertile ground for sales message opportunities and create critical mass

@wallysabria

Key Ingredientsfor Social Engagement

Key Ingredientsfor Social Engagement

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COMMUNITYCOMMUNITYCONTENTCONTENT CONVERSATIONCONVERSATIONCONTEXTCONTEXT

GROWING continuing to attract our

audience through earned & paid support

GROWING continuing to attract our

audience through earned & paid support

MONITORING& measuring what is

working and what is not & respond accordingly

MONITORING& measuring what is

working and what is not & respond accordingly

EDITORIAL PLANNING to best leverage on/off-

line activities & promotion

EDITORIAL PLANNING to best leverage on/off-

line activities & promotion

COMMUNITY MANAGEMENT

maintaining a fresh and viable brand comm.

COMMUNITY MANAGEMENT

maintaining a fresh and viable brand comm.

@wallysabria

EstablishingCultural relevance

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CONTEXTCONTEXT

Tapping into your target segment’s passion points as levers for engagement and interaction

FAMILY FASHIONEDUCATION

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Engagement FilteringWhile cultural filtering is critical to maintaining cultural context and relevance, your brand needs to ensure all posts/stories published within its dedicated Hispanic social community meet additional engagement criteria to breed maximum consumer interaction.

EDUCATION

FAMILY

FASHION

• Is it timely?

• Is there a specific CTA?

• Does it hint at what’s behind the link?

• Does it deliver positive social currency to the consumer when shared?

• Does it ask a specific question (that is not too broad or too specific)?

• Does it celebrate self-expression?

• Can it spark debate?

• Does it ignite cultural pride?

• Timely news/issues

• Cultural Holidays

• Brand Programs/Initiatives

• Product Promotions

• Brand/Corporate-Sponsored Events

@wallysabria

CONTEXTCONTEXT

Establishing a uniquePoint-of-voice

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CONTEXTCONTEXT

Humanizing the brand with an authentic Hispanic voice that is believable and approachable

Develop a thorough brand voice guide to ensure:

• Consistency with the point-of-voice• Utilizing the “familiar” vs. the formal• Not to use colloquialisms or words that might have different

meanings across various countries of origin• The role the brand plays in both its tone and its function

properly coincides with her needs, value/belief system• Continually come across as a trusted voice with her best

intentions in mind

Content asStorytelling

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CONTENTCONTENT

• Creating a wide variety of content – videos, graphics, info-graphics, pictures,

• Curating user-generated content and re-broadcasting it give most engaged users valuable social currency

• Co-producing content with online media, bloggers and online influencers to share resources

• Integrating Digital promotions, giveaways and online couponing offers to continually boost excitement

Crafing content of all shapes and sizes to tell engaging stories where the brand can be an active participant rather than the hero

@wallysabria

Driving ongoingConversation

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CONVERSATIONCONVERSATION

• Develop serendipitous posts based on timely news, trends, happenings

• Leverage FB polls for wall-based engagement to create variety

• Tapping into key Hispanic holidays for in-culture celebration

• Syndicating content beyond FB to third-party sites, blogs and related fan pages

• Activating online advocates for cross-page/blog promotion

Igniting conversation starters beyond pre-scheduled content packages and beyond the walls of the FB community

@wallysabria

Ongoing Monitoring& Measurement

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Utilize Facebook Analytics together with other third-party tools to gain valuable insights

Continually monitor and measure the communities performance against key performance indicators.

Utilize those insights to adapt future content and promotional investments to maximize performance

COMMUNITYCOMMUNITY

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Your brand has aunique opportunity

Deliver authenticityby creating original content and ongoing conversation that is relevant to our consumer and celebrates her heritage and her purpose

Communicate a true commitmentto the market by investing in its potential and proving that your brand cares for the community and is in it for the long haul

Connect on a cultural levelwith a demographic that is exploding and is the source of the biggest percentage of the nation’s growth over the next two decades Connect on an emotional levelby humanizing the brand and developing long-standing relationships with the Latino consumer

@wallysabria

@wallysabria