Five Rules of Engagement: Targeting Hispanics Online

Wednesday, March 17, 2010

guest post by Vista Hispano.

Trust and engagement are two important elements of successful social media participation. Marketers and publishers alike understand the megaphone nature of sites such as twitter. Hence, we see the constant barrage of “Follow us on twitter” or “Friend us on Facebook” across various print, radio, and digital advertising campaigns. Recognition of the importance of social media and the various conversations taking place online seems to have hit mainstream.

And for good reason.

However, 74% of U.S. companies don’t know whether or not social media is a viable way to engage Hispanics online.

Let’s save them the trouble and help crack the code.

Latinos are trendsetters, tech savvy, multicultural, ‘in-the-know’, and very active online. The potential to hit the ground running in terms of engagement and resonance is massive. 74% is a huge number and what this indicates is that there’s plenty of work to be done. What this data also indicates, is that many marketers are undecided and not sure about the potential returns on investment.

Those who are early to adopt a strategy aimed at engaging Hispanics online will reap the rewards and find themselves in a nice position. But it’s not as easy as it seems. Several important factors will determine the success or failure of engagement.

Here are 5 rules of engagement to help marketers take that big plunge:

1. Understand that monologue and dialogue are two very different conversational elements.
2. Don’t forget the human factor.
3. Do your research!
4. Use and follow the rules of P.D.C.A. (Plan, Do, Check, Act)
5. Reward, encourage, and recognize participation.

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  • Vanillatino

    nice piece Louis, I have some food for thought…

    from the perspective of a latino consumer who uses social media, I think that the company’s attempts into this environment are a lot of times intrusive and disingenuous. I feel like social media was born from an idea that we (the consumer) are tired of corporate branding assaults. Social media provided us a mechanism to escape and create our own reality, instead of being told what to like, buy, and desire. When a company puts on their site, “follow us on twitter”, it seems “uncool”, desperate, fake.

    What I am trying to say is that in order for marketers to be successful in social media, they must design their strategy on two things (1) meaningful emotional engagement, and (2) passive but effective communication.

    just a thought, what do u guys think?

  • http://louispagan.com Louis Pagan

    Agreed. This was an excellent post by Jose Huitron.

    IMO, soc med was an attempt to humanize business. Culturally, we are tired of being talked to and not talked with.

    Businesses have no choice now of being transparent, otherwise they’ll appear to be -as you said- fake.

  • http://vistahispano.blogspot.com Jose Huitron

    Vanillatino, I agree with your sentiments. Meaningful emotional engagement is important. Content must include and be based on relevance, reciprocity, and a high degree of resonance with our dynamic and constantly evolving interests.

    I have no problem with brands joining the conversation as long as there’s a face behind the efforts and a magnitude of authenticity and an honest interest to engage. If they do this, then it becomes clear that they value Latinos and our importance as consumers in America.

  • http://louispagan.com Louis Pagan

    @Jose Huitron
    The ‘human factor’ is gold!

  • Pingback: Latino Rebranded: Latinos and Social Media » Weekly Roundup (week of 3/15)

  • http://www.domedia.com/ Digital Advertising

    Yes, the human factor is a big one!

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