Are You BI - Engaging a Bilingual and Bicultural Market on Social Media
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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.
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Are You BI - Engaging a Bilingual and Bicultural Market on Social Media
- 1. ARE YOU BI? Engaging Bilingual & Bicultural Markets on Social Media @CompassB #BIsocial #SMDayMIA
- 2. I AM BI Bicultural & Bilingual I am not alone #BIsocial #SMDayMIA
- 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
- 15. WHERE Y’ALL FROM? #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
- 24. DO • Offer value-focused content • Hire native speakers • Use translators as needed • Check your look and feel #BIsocial #SMDayMIA
Notes de l'éditeur
- 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
- Everybody in the KITCHEN!!!!
- Tuxedo shirts are not allowed!