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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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Nativa’s Advantage as the Digital Multicultural Agency in Phoenix

320467_10150930103302967_344719277_nPhoenix, AZ – For the past few years, when you speak about Phoenix, Arizona and multicultural (Hispanic) groups or markets – some people may have felt uneasy due to recent national media coverage.

For us at Nativa as a digital multicultural agency, we see hope, opportunity and values.

The reality is that Hispanics have been part of this area longer than our nation’s union. The cultural implications, understanding and influence simply can’t be denied.

That’s what inspired our co-founder, Eric Diaz, to make a huge move from Columbus, OH, and open a branch in the West Coast 4 years ago.

Over 6 years ago, Nativa (formally Social Media Spanish) was born digital as a humble web design and social media management company. As the web evolved and social media and culturally relevant content marketing rose in importance, we were able to adapt to those trends and start creating some of our own. This natural progression pushed us to become a true multicultural digital agency. (It just felt right!)

Numerous great multicultural agencies have been here in Phoenix for years before us. But most, if not all, started as traditional agencies doing traditional work (print, radio, TV, etc.).

Because digital is …

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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: 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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Case Study: Charmin Toilet Paper -Online Listening Marketing Data for Controversial TV Ad Campaign

Charmin Hispanic Marketing

The Charmin Bear family, as seen on the Charmin.com website.

Brief

P&G’s Charmin toilet paper approached Nativa with the goal to find out how Hispanics felt about their product and the “Enjoy the Go” advertising campaign. The plan was to monitor online conversations via social media, websites, and forums to measure Hispanic sentiment toward the Charmin brand. Based on the marketing data insights and observations that were found during the online listening process, the Nativa team was to make recommendations to improve involvement between the online Hispanic community and the Charmin brand.

Approach

Over a 6-month period the Nativa team used sophisticated online listening tools to closely monitor all relevant online conversations surrounding the Charmin brand among Hispanics. Among other marketing data the Nativa team tracked were the conversation drivers, volume, and sentiment of conversations. Reports were compiled on a monthly basis to provide key insights to the Charmin team on the Hispanic audience and were supported by recommendations from Nativa.

Charmin graph 123 fixeddd

Above we see the peaks and valleys throughout the month of June of Hispanic mentions of the Charmin brand.

Results

Based on the volume and sentiment of online conversations in Spanish and Spanglish, Nativa found that the Hispanic community …

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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?

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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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Super Bowl XLVI Ads: Hispanics Are Talking

With 111.3 million average viewers, and 114 million tuning in just for Madonna’s halftime performance, Super Bowl XLVI made its mark in Super Tazón (Spanish word for Super Bowl) history, breaking the previous viewing record. This has presented the largest audience for what the Super Tazón has become known for and what we all look forward to: the commercials. From Chevrolet to Doritos, many big brands came with their best this season, but a ringing topic is – Did ad makers forget to include minority viewers?

Using the online listening power tool Radian6, we researched a quantity of over 60,000 online mentions1 of brands that advertised during the Super Bowl to find which ones resonated most with Hispanics.  We analyzed conversations by Spanish dominant and bilingual Hispanics using sophisticated search method techniques, facilitated by the software.  By doing this we were able to capture not only the pure Spanish conversation, but also the English speaking Hispanics whom are increasingly important to brands in the US’s evolving American culture.

So lets dig into the numbers…

¿Tienes Hambre?  – Food Brands mentioned by Hispanics

Doritos led the food conversation among Hispanics during the Super Bowl. Most of the …

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