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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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Women and Online Purchasing Power

Lately, there has been a lot of buzz surrounding Yahoo! CEO Marissa Mayer and Facebook’s COO Sheryl Sandberg as both are women in high-powered roles. Perhaps, some of the debate had something to do with last March being Women’s History Month or rather their prowess as leaders have put them in the limelight. Nevertheless, this debate has motivated me to take a look into current online trends among women as a whole.

What is the effect of women in social technology?

According to a recent study by Pew, 71 percent of women are users of social networking sites, compared with 62 percent of men, for which a similar trend was observed with regard to mobile use. Furthermore, women are more social than men when it comes to engaging with brands, buying products that they have seen ads for and making recommendations online. An interesting statistic also shows that women are leading in the online space commonly known to be dominated by men:

  • 47.2 % of Major League Soccer fans are women
  • 46.5% of MLB fans are women
  • 43.2% of NFL fans are women
  • 37% of NBA fans are women
  • Women spent 80% of all sport apparel dollars and
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What’s The Buzz About Facebook’s Graph Search Tool?

Facebook's Graph Search

Graph Search – personalized search results

Facebook currently has 1 billion users. The forum that started as a social platform for friends to connect has evolved into a lucrative tool for many businesses and brands, and has provided a much-needed space for companies to communicate and interact with customers.

On January 15, Facebook announced an upgrade featured called Graph Search that acts as a search tool in partnership with Microsoft’s Bing.  Graph Search’s functionalities are in beta and somewhat limited but focus on four main areas: people, photos, places and interests. Graph Search enables its members to sift through Facebook’s data indexed by interests, locations and recommendations via a search bar located at the top of a Facebook profile.

 

Graph Search is available now in a very limited beta program for English (US) audiences.

Graph Search is available now in a very limited beta program for English (US) audiences.

 

Privacy & Best Practices

Searches can be very simple questions like “friends who like dogs” or “Italian restaurants in NYC liked by my friends”. These searches are defined by your friends and their friends’ interests and activity but are limited by users’ privacy settings, which prevents certain items from being shared. According to Facebook, Graph Search will only share content that was …

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How Government and Non-Profits are using Hispanic Social Media.

The Hispanic Social Media Insights Webinars series continues March 23 (1 to 2 p.m. ET) with a free national webinar titled “How Government and Non-Profits are using Hispanic Social Media.”  Case Studies to include The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes.

Register Here! https://www3.gotomeeting.com/register/993724878

Sponsored by Social Media Spanish, the national webinar series was created by the Hispanic PR Blog.

Among the hot topics that will be discussed are:
• What are some of the current best practices being used by government agencies and nonprofits to engage specific segments of the online Hispanic audience by delivering unique, targeted content to attract, engage, and create community.
• What are the key differences in running a campaign for government or a non-profit versus for a corporation?
• Case Studies including The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes which illustrate how several government agencies and nonprofits are using the web and social media to actively engage Latinos online.
• How social media platforms like Facebook and Twitter meet the unique communication needs of government agencies and nonprofits.

Confirmed speakers for

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Measuring Social Media Engagement

So if your Facebook fan page has 2,000 fan interactions per week and mine only has 200, is there any way my page could be considered more engaging?  Why yes, absolutely there is.  What needs to be considered is the amount of interaction per fan, which puts all pages on an equalizing, pound-for-pound scale.  Basically, this enables an apples to apples comparison of your fan page with 2 million fans with my page of 200 fans.

It is often hard to measure how effective a campaign is and how engaged fans are in the conversation. A simple, albeit manual way to measure how involved fans are is by using the Social Media Engagement Scoring system that ranks a page based on posts per day to quantity of fans.  This system allows a brand to take a realistic view at how well they converse with their fans in comparison with other brands.

We have found that in general, a score of over 200 in Facebook means fans are engaged. A score over 300 means that fans are highly engaged.  A score of over 50 in Twitter is good.  A Twitter Engagement score of over 75 is superb.  Our calculations are …

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