A guide on how to engage bilingual and bicultural markets, such as the Hispanic Market, on social media. Should you post in English, Spanish or both? What is the best platform? What about the content? This presentation was given on Social Media Day, June 30th, 2013 at the Adrienne Arsht Center for the Performing Arts in downtown Miami. Thank you Alex Carballo and the board for selecting me to give this presentation. It was fun and a genuine thrill.
3. 7,000 Languages
in the World
Most of the world
is BI too:
•2,200 in Asia
•260 in Europe
•39 in the USA
BCC World Language Report 2011 / Photo by AP #BIsocial #SMDayMIA
4. SPANISH
HISPANIC MARKET
Most widely spoken
non-English language
in the USA
2007 US Census: Language Use in the United States
#BIsocial #SMDayMIA
5. An Attractive Market
• 52 million People in 2011
• $1 trillion in Buying Power
• 1 in every 6 Individuals
• 1 in every 4 Children
Pew Research Hispanic Center 2010 Study
#BIsocial #SMDayMIA
6. Hispanic Cyber Study 2010. AOL Advertising.
Yo Social Media
• 17% of Twitter
• 10% check-in to locations (vs. 3%)
• 54% use Facebook regularly (vs. 43%)
• Early adapters and more engaged
• Dynamic content creators and consumers
#BIsocial #SMDayMIA
7. The most dominant platform
for Hispanics in the US
Facebook
Instagram
Twitter
Hispanic Cyber Study 2010. AOL Advertising.
#BIsocial #SMDayMIA
8. to help bridge cultural
and language barriers
1. Spanish vs. English
2. Country of Origin
3. Formal vs. Informal
Things to Consider
#BIsocial #SMDayMIA
9. ¿ HABLAR O NO
HABLAR ESPAÑOL?
• Geographical
location
• Industry
• Company
#BIsocial #SMDayMIA
10. Dominant Language
America’s Latino Future, 2015 and beyond. Adam R. Jacobson. 2010
27% Nueva Latina (English Preferred)
16% Americanizado (English Dominant)
25% Bicultural (Equal)
17% Hispano (Spanish Preferred)
15% Latinoamerican (Spanish Dominant)
#BIsocial #SMDayMIA
11. Location, Location
America’s Latino Future, 2015 and beyond. Adam R. Jacobson. 2010
Chicago Los Angeles Houston New York Miami
SPANISH
Both
ENGLISH
#BIsocial #SMDayMIA
12. Social Media Tip #1:
Go with Your Base
If your audience’s location, your
industry, and your company culture
support bilingual communications …
GO FOR IT!
#BIsocial #SMDayMIA
16. Country of Origin
Pew Research Hispanic Center 2010 Study
Mexicans:
‘The Largest Subgroup”
63%
Hispanics in the US
16.7%
#BIsocial #SMDayMIA
17. Country of Origin
Miami CUBAN
New York PUERTO RICAN
Los Angeles MEXICAN
Pew Research Hispanic Center 2010 Study
#BIsocial #SMDayMIA
18. Social Media Tip #2:
Value-Based Content
• Family is the primary
common value
• Collectivists vs.
individualist
• Tight knit households
#BIsocial #SMDayMIA
21. FORMAL VS. INFORMAL
• Usted vs. Tú
• A matter of
respect
• Looks like sloppy
grammar if mixed
#BIsocial #SMDayMIA
22. Social Media Tip #3:
Do It Well
• Chose between formal and informal
• Use proper grammar
• Hire native speakers and use
professional translators when
needed
#BIsocial #SMDayMIA
23. DON’T
• Use literal translations
• Post in one language and
link to a site in another
language
• Start if you are not
prepared to be consistent
#BIsocial #SMDayMIA
I changed the picture to a Covergirl ad featuring Sofia Vergara. Not only is she eye-candy, but it’s the perfect “in” to talk about the value of the Hispanic market in the U.S.Covergirl has built their brand on being the approachable brand for everywoman, searching for models that have a girl-next-door look that will appeal to the typical American woman. So who do they go after as the face of their brand – Sofia Vergara, a Hispanic actress known not only for her beauty but also for her charm. AND … she is not restricted to Latin America, but is a cornerstone of their U.S. campaign.
I deleted the logos because they are already on the screen shot of the Facebook page