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Why use OYE! – Hispanic Social Media Listening Tool

Updated April 1, 2016.

As Hispanic Marketers we know that there are 54 million Hispanics in the US (17% of US pop.), but how do they engage with your brand?

That is the question you are asking about your brand, or your client’s brand.  Our team is here to help by offering you a deal where we will perform a 30 day comprehensive Hispanic social media listening analysis of your brand’s engagement with this growing market.

This is what you will get:

  • 30 Day comprehensive analysis using OYE! Hispanic social media listening tool which gains insights from Latinos that post online in both English and Spanish.
  • Conversation Drivers: Trends that can be found in what is said about your brand/product
  • Ad Campaign/Event Analysis: Which ads and events sparked the most positive sentiment engagement online
  • Verbatim & Consumer Trends: What people are actually saying about your product/brand
  • Leading Sources: Focus on which forums Hispanics talk about your product/brand
  • Sentiment Analyis: Positive or negative sentiment in the general market does not necessarily equate to the Hispanic market
  • Influential Fans & Followers: Which are the influential Hispanic leaders of the conversation that your brand should communicate with
  • Ideas that Spark: Based on
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8 Insights about Hispanic Millennials – Mobile Usage, #7

Mobile

MobileSmartphones are a particularly beloved device among all Hispanics, and Millennials are no exception. Nearly three-fourths of Hispanic Millennials report owning a smartphone, compared with just 34% of the older generation. Why is this? you may wonder. Consider that Hispanic Millennials mobile usage is often impacted by the likelihood that they may live in multigenerational households with more people in them, where in these cases mobile devices offer special benefits: including privacy and freedom.

Some recently published facts from the 2014 Nielsen Digital Consumer Report include that mobile data usage is 16% higher among Hispanics compared with non-Hispanics. Hispanics are twice as likely to upgrade their tablets as their peers, and nearly half (49%) of all Hispanic respondents planned to upgrade their smartphones within the next 6 months.


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

Download Report:

 

 

References:
http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen (#
http://issuu.com/azhcc/docs/2014_datos_az_book/1

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8 Things to Know About U.S. Hispanic Millennials, #2 Social Media

Social Media:

SocialMediaThe evidence keeps piling up, as more studies confirm that Hispanic Millennials lead the general population in social media usage.

In 2012 the Pew Research Hispanic Center, a project of the Pew Research Center, shows that 84% of Hispanic internet users between ages 18 and 29 are users of Facebook, Twitter or another social networking site.

Specifically to the Millennial age range (18-34), Hispanics over-index in their usage of social media.  86% of U.S. Hispanic Millennials use social media, compared to only 47% for their non-Millennial Hispanic elders, and the younger group is also more likely to follow a brand on social media.

A recent study, commissioned by Unilever with its media planning agency Mindshare and performed by social media tool ShareThis, concluded that Hispanic consumers are twice as likely to share content or click on shared content than the general population.  They found that content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. It was also discovered that Hispanic consumers are twice as likely to purchase the products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase …

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ONE YEAR REBRAND ANNIVERSARY AS NATIVA Multicultural Communications ( Cheers to All! )

NATIVA LOGOColumbus, OH – In December 2013, we officially announced the birth of Nativa. Back then, we had one reason for the change – simplicity.

Today, we are beyond excited to be celebrating our first anniversary rebranded as the Nativa Multicultural Communications Agency.

And to keep our simplistic approach, we’re sharing our biggest lesson of the year, which has actually been a building block for all our businesses.

Innovation.

Now in our 7th year in business we continue to feel pride in how our team has been able to keep us, and our clients, innovating.

Here are some highlights for Nativa and team from 2014:

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Case Study: CDC Social Media Outreach (Facebook en espanol)

The Nativa team was able to provide relevant Spanish language content to reach out to the Hispanic community and increase awareness of health issues as such as the flu as shown above.

Brief

The Nativa team was assigned with the task of creating a Spanish language Facebook (Facebook en español) and Twitter page for the Hispanic audience for the government entity Centers for Disease Control and Prevention (CDC). The goal of the CDC in this project was to increase online reach among Hispanics, foster engagement with this group, and to be known as a provider of credible, science-based health to all Hispanics in the US.

 

 

 

 

Through interactive quizzes on social media such as the “Health Super Stars” campaign shown above, the Nativa team helped the CDC increase online reach among Hispanics by fostering engagement with the Hispanic market.

Approach

We researched internally and worked closely with the CDC social media team to develop direct and clear messages in Spanish based on three pillars; health promotion, prevention, and safety. Our long term strategy included the development of a 12 month calendar of content for all Hispanic social media pages. This content calendar was largely supported by an …

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Case Study: Mundo Fox -Hispanic Market Research for New Fox Network

Brief

Fox commissioned Nativa to find what Hispanics thought about shows such as El Capo among other programming.

The Nativa team was assigned the task to identify and evaluate the current online awareness for a new Spanish language Fox Broadcasting television channel, MundoFox, which was launched in August 2012. The client had a particular interest in finding the sentiment of online conversation among the general and Hispanic market relating to the new TV channel and locating which regions were the most engaged watching its programming. Finally, they were in need of recommendations on how to improve the overall strategy for the TV channel based on these insights.

Approach

Using a combination of advanced online listening software, the Nativa team analyzed all online English and Spanish mentions of MundoFox in the US and Puerto Rico. Data was obtained from a thorough analysis of main stream websites, blogs, videos, photo sharing sites, podcast and social communities such as Facebook, Twitter and YouTube.

Results

We see that California had the most conversation with nearly 1,000 mentions of MundoFox during the time range. New York and Florida were the next two states by volume with over 500 mentions each of MundoFox. States in grey

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What is Online Listening?

What is Online Listening?

In this podcast we go into how online listening works. Basically online listening is a business intelligence software that listens to people’s conversations online about a specific brand, product, or company. Online listening tracks what people are saying by pulling keywords that are relevant to a brand from thousands of publicly posted sources such as Facebook, Twitter, Blogger, Tumblr, and a ton of other forums online.

What Are the Benefits of Online Listening?

sepia clint

As a business owner or marketer you can listen to opinions, concerns, and preferences to get a feel for market trends. With this insight you can predict consumer behavior or change your marketing campaign according to what the data tells you. Online listening can give your business an advantage over your competitors by giving you data to predict trends, create more effective marketing campaigns, and find online influencers in your industry. See how online listening has benefited such companies as Sherwin Williams, Fox Broadcasting, the Center for Disease Control and Prevention, and Proctor and Gamble.

We tell the story about how a Hispanic marketing agency with offices in Phoenix, Arizona and Columbus, Ohio became an industry expert in Spanish online listening and is …

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Hispanic NBA Players a Hit with Latino Fans

Top Hispanic NBA Players Rake in Conversations Between Seasons

Who knew Hispanic basketball players were still a major topic of conversation in the off-season? It seems that even when they’re not on the court, NBA players such as the Gasol brothers and Carmelo Anthony are still filling up Twitter streams generating Likes and trending in the blogosphere. Recently, our Social Media Spanish team endeavored to explore the trend by analyzing online conversations about the 23 currently active, NBA players who are from Spain, Latin America or are US born Latinos.1 The analysis took place during a 30 day stretch of the off-season this summer. Using advanced online listening software, we were able to source conversations to determine which players generated the most buzz and what got users talking on the whole.  This blog presents a sample of the data and the whole complementary report can be requested following the instructions below.

Top 7 Hispanic NBA Players by Volume of Online Mentions

Top 7 Hispanic NBA Players by Volume of Online Mentions

The Big Three of Hispanic Conversation

The Hispanic players that generated the most conversations were Pau Gasol (56%), Carmelo Anthony (19%), and Marc Gasol (5%) respectively.  Combined these three represented 80% of the overall conversation about Hispanic players.  …

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Sentiment Analysis: Bad reputation in English = Bad reputation in Spanish?

A few weeks back we gave a presentation during the webinar, “Best Practices on Measuring Hispanic Social Media Campaigns ” about sentiment analysis and the differences one may find between what is said in English about a brand vs what is said in Spanish. There were many interesting questions about Spanish social media monitoring and we wanted to continue that conversation here.

So if a company has a bad reputation in English does that mean they necessarily have an equally bad reputation in Spanish?

It may, but not necessarily.  Brands and agencies need to perform sentiment analysis to compare whether the feelings for a brand are the same in multiple languages.  This monitoring should be performed at least weekly as sentiment can change very quickly depending on what is in the news and being discussed online.

Can an individual campaign have varying results between English and Spanish?

Absolutely.  As some of the work we do for our clients, we are often asked to review what is being said on Twitter, blogs, etc. about specific campaigns.  We have had the chance to look at some winners in both languages, campaigns that are dogs in both languages, and a few campaigns …

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