1. Presented by:
FahlgrenMortine
Social Media Spanish (SMS)

2. How & When
To Partner With A Hispanic
Marketing Agency
A Perspective and Analysis From Both Parties
Presenters:
Lara Kretler, VP Social Media Lead
Agency: FahlgrenMortine
Natasha Pongonis, Social Media Director
Agency: Social Media Spanish
Eric Diaz, Principal
Agency: Social Media Spanish
Moderator:
Michael Della Penna

3. Content
• Why Market to Hispanics?
• Q&A: How & When to Partner with a
Hispanic Agency?
• What Channels Are Best for Marketing to
Hispanics?
• Recommendations

4. Hispanic Market Overview - US
• Rapidly growing purchasing power (by
2013 US Hispanic purchasing power
should exceed $1.3 trillion)1
• Average Household Income is $50K+ and
growing
• Current Population of 50 Million (16%)2
• By 2050, 33% of Americans Will be
Hispanic3
1. Hispanic Cyberstudy 2010, AOL Advertising 2010
2. US 2010 Census
3.MSNBC America in 2050

5. Hispanics are younger and adopt online
trends more quickly
• 46% of Online Hispanics are under 354
• 32% of Hispanics access the internet
through smart phones compared with only
20% of the General Market5
• Hispanics are twice as likely to search the
internet with an iPhone compared with the
general market4
4. Hispanic Cyber study 2010, AOL Advertising 2010
5. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians,
BIG Research

6. More Hispanics learn about brands,
compare prices, and make final
decisions online than general market
• 57% of Hispanics always go to the internet
to look for deals compared to 43% of the
general market6
• ‣72% of Hispanics prefer an online
product rating over a friends opinion6
• ‣18% of US Hispanic Internet Users use
Twitter compared to 8% of general market7
6. Hispanic Cyber study 2010, AOL Advertising 2010
7. Pew Research Center’s Internet & American Life Project, 2010

7. Hispanics are a very social group with
high usage of social media
• 10% of online Hispanics have recently
checked in compared to 3% of white
Americans8
• 54% of Hispanics regularly use Facebook
compared with only 43% of white
Americans9
8. Pew Research Center’s Internet & American Life Project, 2010
9. SIMM 16 Hispanics, African Americans and Asians More Digital-Savvy than Caucasians,
BIG Research

8. Top 10 reasons to partner with a
Hispanic Marketing Agency
1. You don't speak Spanish
2. You want to reach Hispanics but don't know how
3. You don't know if there are opportunities to reach
Hispanics for your product or service
4. You speak Spanish but not "Spanglish"
5. Fans are posting to your Facebook page in Spanish and
you're unsure of how to respond

9. Top 10 reasons to partner with a
Hispanic Marketing Agency
6. You're a pro at social media, but not Hispanic marketing
7. Your deciding on upcoming initiatives and want to incorporate
a Hispanic marketing campaign
8. You want to avoid any costly reputation issues caused by a
language or cultural misstep
9. You want to do it right the first time
10. You've seen the 2010 census and other stats and you
recognize the opportunity

10. Are all Hispanics the same?
• No, Hispanics are quite diverse
• 5 main groups of Hispanics today
• Must consider which groups you are
marketing to for your campaign

11. Hispanics in the US10
• Latinoamericana
o Spanish dominant
• Hispano
o Spanish preferred
• Bi-cultural
o Bi-Lingual (equal
or nearly)
• Nueva Latina
o English preferred
• Americanizado
o English dominant
This pie shows the national
distribution, although the mix of
segments varies by region and
metropolitan area.
10. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream

12. Geography Matters11
11. America’s Latino Future, 2015 and Beyond, Geoscape, American Marketscape Data Stream

13. Who manages Spanish Social Media?
• Community Manager must have experience
working with the Hispanic community
• Must be Consistent Resource

14. When should I look to partner vs. in-house?
• Internal Capabilities
• Previous Hispanic Work?
• Broad Experience

15. Does it always have to be in Spanish?
• No. Depends on many things...
• Geography
• Know your consumer

16. How do you find a good Hispanic
Agency partner?
• Find blog writing experts
• Attend conferences
• Webinars

17. How do you determine a good fit?
• Know their work style
• Do a small project
• Work on pitches

18. How do you avoid partner challenges?
• Clear specifications
• Respect client relationship
• Frequent communication

19. What’s the best way to partner?
• MVA (Master Vendor Agreement) or
handshake?
• Build the relationship over time
• Share wins and losses
Or

20. How does an agency benefit from
Spanish social media?
• Expand services
• Grow client reach
• Competitive differentiation

21. Which is better: transparency or white label?
• Open agreement
• Seamless partnership (invisible to client)
• Benefits to each

22. Which forums are best?
• Facebook - 20MM US Hispanic Users
• Twitter - 9MM US Hispanic Users
• Other Forums have their strengths
o Hi5 – 40MM monthly users
o Que Pasa - 35MM members across Latin America
o Batanga – 4MM monthly users
o MiGente – 3MM registered users
o Univision – 2MM registered users

23. What is the right content?
• Finding the interests of your targeted
market can be difficult
• Not just a straight translation from English
• Data from specialized marketing and PR
firms
• Social Media listening tools can help

24. 3 Things to Avoid
• Hire arbitrarily
o “Hector from accounting can run this campaign,
I'm pretty sure he speaks Spanish…”
• Posting inaccurate and outdated content
o Grammar can be essential, accents, no Google
Translate
• Profile set in one language & links to another
different language
o What good does it serve the native speaker?

25. Brands Marketing to Hispanics via
Social Media

26. Recap
• Research is a crucial part of finding the right partner
• Partner with agencies or hire experienced individuals
that understand the Hispanic community
• Take initiative to suggest Hispanic social media to
clients
• Build relationships through small projects at first
• Grow your business through expanded services

27. Presentation is posted on the blog:
www.socialmediaspanish.com/blog
Contact Us!
•Lara Kretler: lara.kretler@fahlgren.com, @LaraK
•Eric Diaz: diaz@dkwebconsulting.com, @ediaz33
•Natasha Pongonis: pongonis@dkwebconsulting.com, @NatashaPongonis
•Michael Della Penna: mdellapenna@suitedialog.com, @MikePenna

28. References
• Hispanic Cyberstudy 2010, AOL Advertising
• US 2010 Census
• MSNBC, America in 2050
• SIMM 16 Hispanics, African Americans and Asians
More Digital-Savvy than Caucasians, BIG Research
• Pew Research Center’s Internet & American Life
Project, 2010
• America’s Latino Future, 2015 and Beyond,
Geoscape, American Marketscape Data Stream