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LATINO MICRO-INFLUENCERS ARE CHANGING MARKETING

latino social media influencers

Image: Public domain via Pexels

While many research studies have been conducted to analyze data on the most effective platforms for reaching different groups of consumers, the economic power of today’s Latino consumer is no secret. Brands and social media influencers are collaborating to market products on social platforms.

“Many Latinos are both empowered consumers and influential co-creators in the digital age – that is an exciting and powerful combination,” explains Maria Cabo, Digital and Multicultural Strategist.

An August 2016 Nielsen report states that at nearly 57 million strong, Hispanics represent almost 18% of the U.S. population. What’s more, this demographic is expected to account for 24% of the population by 2040 and 29% by 2060.

A study by Acosta Sales & Marketing and Univision Communications, also from August 2016, reveals that U.S. Hispanics are spending more on consumer packaged goods.

Brands are Working with Micro–Influencers

Of course, brands and agencies are taking notice, but the age of information has also ushered in an era of hyper-connectivity, co-creation, and cynicism on the part of the tech-savvy consumer. With that in mind, many forward-thinking companies are turning to an approach that is coming of age and is becoming a must-have …

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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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Nativa’s Co-Founders to Speak at the 2014 Social Media Week Miami Conference

smw-miamiFor the first time in Nativa’s history, co-founders Eric Diaz and Natasha Pongonis will speak at the popular Social Media Week Miami Conference, which will be held September 22-26, 2014 in the iconic city of Miami, Florida.

According to Social Media Week Miami’s website, the conference “provides the ideas, trends, insights and inspiration to help people and businesses understand how to achieve more in a hyper-connected world.”

This year, Eric’s session, The Untapped Opportunity With Hispanics and Social Media will focus on the struggles most brands are still experiencing and how businesses can best understand and capitalize on the fastest growing audience in the U.S.

Natasha will bring years of social media analytics and data measuring experience to her session, Social Analytics: The Key for Social ROI Success. Conference goers will learn how to leverage the wealth of social data now available through social media analytics tools to make better marketing and business decisions.

Natasha’s session starts at 4 pm on Thursday, September 25, and Eric’s at 3 pm on Friday, September 26.

Don’t miss this incredible conference. To register and get special pass deals for social Media Week Miami, please visit, www.socialmediaweek.org/miami/attend.

 

ABOUT NATIVA

Nativa is …

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Collectivo – Filling the Hispanic Marketing Education Void in the Phoenix Valley

The Kickoff Event

This Wednesday night was the inaugural event for a new Phoenix area Hispanic marketing networking group named Collectivo.  Nativa has been active in supporting the new group by providing sponsorship for their first two events.

Attendees

Attendance was excellent at the first event; there was approximately 70 people who came to see what the discussion about the new Hispanic marketing group was all about.  The Office Pile coworking space venue was perfect for the event as it allowed people to freely grab an adult beverage and find someone new to converse with in this open environment.

 

Networking

There was great networking to be had at the Collectivo inaugural event.  A diverse crew assembled with a mix of people from all types of professions such as marketing agencies including Santy and Lane Terralever, web agencies like User 10 and Breeze Advantage, and Hispanic marketing professionals from numerous big valley brands and organizations such as …

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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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Start-ups and Latino Innovation

The number of early stage start-ups and accelerators are thriving, however, the success of these initiatives are tied to reliable funding sources.

Startup

My Start-up Story

I recently completed a 10 week intensive program with 10xelerator,  a mentor-driven investment program in Columbus Ohio designed for energetic and game-changing entrepreneurs. The first day in the incubator I was pleasantly surprised to discover that out of the 10 selected teams from around the globe there were two other Latinos in the program.

During the 10x program I had the opportunity to travel and meet entrepreneurs in Silicon Valley.  Prior to my trip I searched for any Latino group in the Valley to connect and network with and I discovered the Latino Startup Alliance, a dynamic group with the mission to cultivate, encourage and support technology start-up ventures and Latino innovation.

 

The 1st Annual Innovator Summit in San Francisco hosted by the Latino Startup Alliance is scheduled for December 5th and 6th, startups can still apply to pitch or conversations can be followed by using #LSASummit13 on Twitter.

 

What’s next

My last thought for anyone considering launching a start-up, technology is the future, and as the Hispanic …

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When to Partner With a Hispanic Marketing Agency

When to Partner With a Hispanic Marketing Agency

As a business owner or marketer you may be interested in marketing to the U.S. Hispanic market and you don’t know where to start. Well, you have a couple of options. You could roll up your sleeves and get your hands dirty trying to do it all on your own and see what happens. Or, you could reach out to a Hispanic marketing agency with years of experience in a variety of industries and let them take on the challenges that lie ahead. That leads me to my first question:

 How do you find a good Hispanic agency Partner?

sepia eric

In this podcast Eric Diaz gives you advice from his five years of experience on how you can effectively partner with a Hispanic marketing agency. Learn about what internal capabilities an agency should have and how to assess their previous Hispanic marketing work. Also in this podcast, Eric explains what specific indicators you can look out for to determine a good fit between you and the Hispanic agency.

With so many important factors like how and when to partner with an agency, take a minute and listen to this podcast. Then you can …

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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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