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How many US Hispanics on Facebook

A few years ago we provided an outlook as to how many Hispanics used Facebook. Now its important to discuss that the number of Hispanic Facebook users is on the rise, albeit not nearly as fast as for other social channels such as Instagram and Snapchat. It is also very important to note in which language you would want to launch your newly created Facebook page. Choosing between English, Spanish, or Bilingual is a key question when making a Facebook page to establish a business brand. So let’s review how many US Hispanics could potentially sign up as a fan on your brand’s Facebook Page.

How many Hispanics are English or Spanish Dominant?

In today’s environment there are 28.03 million US Hispanics on Facebook. Of that amount 31%, or 8.7 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. A higher number, 12.4 million Hispanics favor English and are more likely to become a fan of a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (7 million) are bilingual and consume content in either language.  The graph below sums it …

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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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Natasha: Latina Entrepreneur of the Year

IMG_0320Natasha Pongonis of Nativa named “Entrepreneur of the Year” by Latina Style

“Land of the free, home of the brave,” will forever define immigrants who move our country forward. Yet freedom means nothing without brave people willing to put everything on the line for an idea, a belief and a dream. In today’s transforming American landscape, much like early in our country’s formation, the brave surface by their ability to lead. Leadership, now more than ever, is shaping the new America.

Natasha, a native Argentinean along with her business partner Eric Diaz, a second-generation Peruvian, are leading an agency that has become a great influencer and leader in the digital media multicultural marketing space.

“The key to staying relevant in this business is to be able to evolve with the market and to seize these new growth opportunities.” Pongonis said in a recent interview for the Columbus CEO magazine.

“Understanding how the Hispanic demographic advances and realizing how these changes affect digital conversations and the use of the many different platforms are key factors to ensure our success and that of our clients.”

Pongonis’ role in the Latino Startup Alliance and Hispanicize 2014: Latino Startup of the Year

One of …

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CASE STUDY: CDC: (National Influenza Vaccination Week Outreach Campaign for the Latino Community)

Brief15912316241884.b2leDuUGjq8VYtHd726D_height640

Every year during the month of December, the Nativa team collaborates with the Centers for Disease Control and Prevention (CDC) to implement an outreach campaign for the Latino community with the important message about flu vaccination.   This campaign is important for its efforts to reach a minority demographic that is growing faster than any other US ethnic group.

ApproachYo-me-vacuno-LOGO

The Nativa team has strong relationships with many Latina Bloggers that have a robust influence in the Latino community. The role of the Nativa team is to reach out to these influencers and collaborate with them so they can share the message about the importance of flu vaccination with their blog readers and their followers on their many social media platforms.

Results

Just in the month of December 2013, the outreach campaign me-vacuno-featurereceived the collaboration of a total of 16 bloggers, located within Latino hubs such as Los Angeles, New York and even Puerto Rico. The campaign received a total of 484 engagements across digital platforms such as Facebook, Twitter, Pinterest, G+ and blogs.  This quantity of engagements in turn drove a huge amount of a
wareness for the flu awareness campaign based on the vast following of bloggers such …

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Hispanic Marketers Perspective: 2014 National Conference on Health Communication, Marketing and Media

Natasha Pongonis presenting at the 8th annual CDC National Conference on Health Communication.

My First CDC Conference

Last week I attended the 8th annual CDC National Conference on Health Communication, Marketing and Media. I was invited to represent Nativa about our work engaging influential Latina mommy bloggers about the importance of flu vaccination.  Specifically I was to discuss Nativa’s work in partnership with the HMA agency during the annual National Immunization Week (NIVW).

This year’s main topic for the CDC health communication conference was storytelling; how to create and deliver compelling stories while educating and informing the audience about Health topics and changing behavior. This particular theme, is perfectly aligned with our Latino blogger outreach strategy where each blogger is encouraged to tell a personal story related to the importance of flu immunization.

Natasha Pongonis, a featured guest on one of the CDC health panels.

Nativa Marketers Are No Rookies

Each year, the Nativa team attends several marketing/communications conferences and summits nationwide. This was my first experience at a conference organized by the CDC and I look forward to attending again next year!  Here, I had the opportunity to speak and exchange insights with government professionals that live and …

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Case Study: Castrol Motor Oil (Hispanic Facebook Marketing Social Media Outreach)

Castrol knew the importance of soccer to their fans, and offered Ronaldo's biography on their Facebook page.

Castrol Motor Oil, knowing Hispanics affinity for soccer capitalized with a sponsorship of Christiano Ronaldo, one of the best  players in the game to bring awareness to their brand on all channels including Facebook and Twitter.

Brief

The Nativa team was assigned with the creation and management of a Castrol Motor Oil social media platform for Spanish speaking US Hispanics. Through surveys and point of sale data, we knew that Hispanics were interested in soccer as well as maintaining their existing vehicles for an extended period of time exceeding that of the general market. It was up to Nativa to strategize the best way to communicate with these potential fans and customers through social media.

Castrol Motor Oil, through Hispanic Facebook marketing was able to engage their fans with fun activities such as giving away soccer game tickets through their Facebook page.

Approach

Our team researched the optimal method to organically grow the Castrol social media platforms as a hub for US Hispanic soccer and car enthusiasts through Hispanic Facebook marketing. As Castrol is a sponsor of Major League Soccer (MLS), the US Men’s National Soccer Team and the Mexican Men’s National Soccer Team, we created and maintained a 60 …

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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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CDC (Latino LGBT Research & Ambassador Outreach)

LGBT Advertising Agency

Above is a resource that can be found on the CDC LGBT Reasons website which can be used to create awareness of the importance of HIV testing for people of all sexual orientations.

Brief

The Centers for Disease Control and Prevention (CDC) in collaboration with FHI 360, reached out to the Nativa advertising agency to help them understand how LGBT Latino men seeking men (MSM) communicated on social platforms. In addition to this, the CDC needed to identify the tone of conversation and the reach of their current marketing efforts with the Reasons awareness campaign among Latino LGBT. Finally, the CDC wanted to identify the main opinion leaders in the Latino LGBT community in order to partner with them in promoting the importance of HIV testing and drive engagement to different community events.

Here we see a Latino Instagram user describing the importance of getting tested regardless of your orientation.

Approach

In order to fully capture the objectives of this project, the Nativa advertising agency used a wide range of automated and manual search tools to capture online conversations by Latino LGBT throughout different social platforms such as Facebook, Instagram, Twitter, YouTube and even Vine. The same tools were used …

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