Multicultural Marketing
Communications Agency
Market Relevancy
Hispanics and Social Media
viva partnership
about us
viva fast facts
• Full service Total Market & Multicultural
Marketing agency
• viva is comprised of 5 divisions: viva
integrated marketing services, viva digital,
viva promotions, viva research and viva media
– Profound understanding of the various ethnicities,
language proficiencies, geographical and
generational differences, and cultural variances
– Significant experience in retail, beer & spirits, health
& beauty, financial and automotive categories
• 14 years in business
• Offices in Miami and San Antonio
Copyright 2011 ViVA Partnership. All rights reserved. CONFIDENTIAL
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viva fast facts
• Experts in multicultural brand insight generation
• We are minority owned, certified and managed.
• viva is independently owned and operated.
• A proud member of ICOM
A mid-size agency where partners & senior staff are
highly involved in ensuring the success of our clients.
A Sampling of Our Brand Experience
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Copyright 2011ViVA Partnership. All rights reserved. CONFIDENTIAL
Agency Services
• Brand Insight Generation & Strategy
• Brand Positioning & Integration
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– Proprietary Strategic Marketing Tools
Creative and Production
Interactive Strategy/Digital Marketing
Consumer Promotions
Direct Marketing
Database Marketing
Community and Public Relations
Media Planning & Buying
– Online & Offline
• Grass Roots Marketing
• Consumer/Category Market Research
• Shopper Marketing
Copyright 2011 ViVA Partnership. All rights reserved. CONFIDENTIAL
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Demographics and Culture
USA Demographic Shifts
•
The average age of the Hispanic
population
is 27.1 years.
– The average U.S. head of household
–
–
is now
nearly 50 years old.
The average U.S. head of household
is now
nearly 50 years old.
The average age of the general
market is 38.
2007 U.S. Race and Ethnicity W/in Age Groups
-65+
81% White
09% Black
07% Hispanic
45-64
74% White
11% Black
10% Hispanic
25-44
62% White
18% Hispanic
13% Black
18-24
61% White
17% Hispanic
15% Black
<18
57% White
21% Hispanic
15% Black
•
There are over 50 million Hispanics
in the USA!
•
•
•
That’s more than the population of Canada,
Norway, Iceland, Ireland… Combined!
Hispanics currently represent 15.1%
of the U.S. population.
•
Latinos account for half of U.S. Population
Growth Since 2000.
•
More than 1 in 6 people in America is Hispanic.
Today, 1 of every 5 kids is Hispanic
•
1 in every 2 teens in Los Angeles is Hispanic.
•
22% increase for Hispanic youth vs.
white youth 5% decrease.
•
•
Hispanics are the fastest
growing population in America.
Non-Hispanic projected growth is 1%
• Hispanic projected growth is 167%
•
•
Hispanics disposable income is over $900
Billion and expected to hit the $1 Trillion mark
in 2010. But already the 18th largest economy
in the world!
Hispanics outspend non-Hispanics on
electronics, movies, clothing, beauty, video
games, CD’s, groceries.
• Hispanics make up a significant
percentage of the U.S. urban
population
•
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Over 65% of kids 2-11 in Los Angeles
are Hispanic.
Over 50% of adults 18-34 in Miami
DMA are Hispanic
• Miami Dade County is 79%
Hispanic!
Of San Antonio teens 12-17, 63% are
Hispanic.
• Not just transforming states, but they are
also transforming culture:
•
•
•
•
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Salsa outsells ketchup
Gloria Estefan outsells Fergie
Dora the Explorer outsells Barney
Enrique Iglesias outsells Jay Z
Tortillas outsell bread
•
And now, Girl Scouts are also
on the Latino highway…
with a new cookie flavor,
Dulce de Leche Girl Scout cookies!
Communicating and
Marketing to Hispanics
Language & Culture
Relevance is Key
•
Now and in the Future:
• Hispanic marketing will evolve from
a language-focused approach to a
cultural/language approach.
American Hero
Hispanic Hero
American Day of Bad Luck
Hispanic Day of Bad Luck
American Cats have 9 lives
Hispanic Cats have only 7 lives
American image of beauty
Ultra Thin
Hispanic image of beauty
Ultra Curvy
Hispanics and Social Media
Internet penetration
•
•
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According to comScore, the U.S.
Hispanic online population
reached a record 20.3 million
visitors in February 2009 – up 6
percent from a year earlier.
Estimated to be 25 Million by
2010
The Pew Hispanic Center
projected in December 2009
that an estimated 24 million
Latinos are online.
ComScore’s 2009 study found
that the Hispanic online
demographic is growing at a
U.S. Hispanic online growth
rate PASSED mainstream
25 million visitors
Hispanics over-index in
downloading digital content
48% of Hispanics have a
social network profile vs.
31% of white adults
Hispanic teens represent 16%
of the U.S. teen population
online
Internet usage: Narrowing the gap
•
For Hispanics, the increase
in internet use has been
fueled in large part by
increases in internet use
among groups that have
typically had very low rates
of internet use.
•
Latinos with household
incomes of less than
$30,000 experienced
particularly large increases
in internet use.
SOURCE: Pew Hispanic Center - Latinos Online, 2006-2008: Narrowing the Gap (December 2009)
Internet usage
SOURCE: Ad Age Fact Pack 2009
Internet usage
SOURCE: Ad Age Fact Pack 2009
Major Factors Affecting Hispanic
Internet Usage
Education –> completion of H.S., college degree
•
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10% of Latinos have a college degree, and of that small group, 89% are online
50% of Latinos have finished high school, and of those, 70% use the internet
Language –> English vs. Spanish dominant
•
78% of English dominant & 76% of bilingual Latinos use the internet, compared to
32% of Spanish-dominant Latinos
Younger Latino demographic
•
•
67% of Latinos age 18-29 use the internet
Latinos are a young population with nearly twice as large a share of adults under
40 than whites
SOURCE: Pew Hispanic Center (December 2009)
Major Factors Affecting Hispanic
Internet Usage
Socioeconomic status –> income
•
•
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9 in 10 (88%) Hispanics with an income greater than $50,000 are online
72% making between $30,000 & $49,999
39% making less than $30,000
Nativity/Generation —> 2nd & 3rd generation
•
•
76% of U.S. born Latinos use the internet versus 43% of foreign-born Latinos
2nd generation Latinos are the most likely group to go online. 80% of 2nd gen.
Latinos use the internet
SOURCE: Pew Hispanic Center (December 2009)
Social Media Facts
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Ethnic minorities visit social networking site more often than nonHispanic whites.
•
Younger people are more likely to adopt new technologies, especially
those encouraging social connectivity.
•
Hispanics tend to hold more collectivistic values and look to one another
for help in making decisions
•
According to the 2009 Ad Age Hispanic Fact Pack, 41% of online
Hispanics visit both Facebook and MySpace regularly.
•
88% of U.S. Hispanics cited as having profiles in online networking sites
Social Media Facts
•
Ethnic minorities visit social networking site more often than nonHispanic whites.
58% (14.7 Million U.S. Hispanics)
9% (2.2 Million U.S. Hispanics)
80% (20.3 Million U.S. Hispanics)
23% (5.8 Million U.S. Hispanics)
Social Media Facts
SOURCE: Ad Age fact Pack 2009
Participation: Hispanics are far ahead
Hispanics
Non Hispanics
40 %
12 %
39 %
15 %
27 %
11 %
40 %
19 %
69 %
42 %
23 %
51 %
SOURCE: Forrester Research (2008)
Ready to influence: Proud & Loud
SOURCE: Forrester Research (2008)
24 hours online per week
SOURCE: AOL Cyberstudy (2010)
Connected 24/7
•
More than any other minority, Hispanics value
communication technology that can easily access
online content like the iPhone, Blackberry and
other devices with wireless capabilities.
•
According to MultiMedia Intelligence, Hispanic
teens ages 12-17 represent 2.5 million wireless
subscribers and this is highly because of their
attention and participation in online world via
Social Networking sites.
•
Hispanic teens want to be “connected 24/7.”
SOURCE: Multimedia Intelligence (October 2008)
Hispanic-fluentials
•
An estimated 20% of Hispanics that are online
are considered Hispanic-fluentials spending an
average of 30 hours per week interacting online
vs 25 hours per week cited by the American
population.
•
Hispanic-fluentials routinely pass their
review/comments along to family, friends and
colleagues and are also more likely to pass on or
share negative opinions online with them.
•
They go online for entertainment including
music, sports and fashion, but more importantly
they turn to online articles and reviews to form
opinions about what they are thinking of
purchasing.
SOURCE: Boden PR
Industry experts quotes
“…a large percentage of
Hispanics consume Spanish
sites here and from their country
of origin.”
Marta Martinez, the CEO of StarMedia
"Digital technologies
have made it much
easier to stay in touch
with friends and family
from wherever they
may be; however, I
tend to look at
acculturation as a
choice…” Christopher
Stanley, CEO of Alcance Media
Group
“The beauty of social media in a
cross-border context is that it can
actually help immigrants develop
more of a bicultural existence.”
Tamara Barber, analyst at Forrester
"The implications of the 2010 Census
are huge. Marketers don’t necessarily
know the spending power of the U.S.
Hispanic population. Their purchasing
power makes them equivalent to the
15th-largest consumer marketplace in
the world.” (via Adweek, Noreen O’Leary)
Key takeaways
• Hispanics are influencing the mainstream
Online Hispanics have proven to be tech-savvy media trendsetters.
• Life stage is key
Your language/media mix should be based on the life stage of your
consumer
• Tailor your message to their experience
Hispanics prefer messaging that takes into account their backgrounds
and experiences.
SOURCE: AOL’s Hispanic Cyberstudy: Marketing to the web’s most rapidly growing population (January
2010)