Académique Documents
Professionnel Documents
Culture Documents
SUM M ER 2010
digitizing
culture
welcome bienvenidos
With the red-hot growth of online media in the multicultural market, the number of digital tools companies can use to initiate and maintain conversations with the multicultural consumer have multiplied exponentially. Its an exciting new world out there, with millions of these consumers searching online for culturally-relevant content, interacting with friends and family on social networking sites, and using mobile devices to stay connected. The opportunities to interact with these tech-savvy, culturally unique markets are nearly limitless. The key to it all is culture. To reach out and tap into the pulse of the multicultural community, we need to demonstrate a deep understanding of their values, traditions and speak their language. Only then can we truly build a lasting relationship of mutual understanding with our consumer. Now, more than ever before, we have the opportunity to create relevant, innovative, brand communications to which multicultural consumer can relate. All we need to do is listen, understand and adapt. By understanding the multicultural market and the innovative communications technologies available, brands can engage in meaningful and persistent, culturally-appropriate dialogue with their customers and their communities.
whats inside
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the power of the multicultural consumer online
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how to best measure social media effors
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a year of social media marketing
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for hispanics, the web has always been social
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african americans online
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social fans more likely to buy
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case study
American Airlines
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case study
Degree Men
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blogger profile
Midtown Chic-a
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speaker spotlight
TagMe 2010 Conference
35
cant miss conferences
36
axis biotweets
38
top celebrity tweeters
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full circle
This is an on-the-go and connected consumer group, and mobile marketing could be a key way to reach them.
INTERNET USE Hispanic Internet access has grown 13% (on a relative basis) since 2004 from 48% in 2004 to its current penetration of 54% (as noted above). By contrast, Internet access by all consumers nationally grew 8% during the same time period. In 2004, 64% of all consumers accessed the Internet, and this increased to 69% in 2008. 18-34 year-old Hispanics are more likely to access the Internet than Hispanics overall, and their rate of Internet access is growing at a faster pace than that of the total Hispanic population. 52% of 18-34 year-old Hispanics were online in 2004. This grew to 60% in 2008, an increase of 15%. Given that both Internet users and Hispanics tend to be younger than the general population, this is no surprise. 14% of the U.S. adult population is Hispanic. Scarborough identified 13 local markets with an above-average concentration of Hispanic adults and examined their distinctive Internet patterns. These markets, along with their Hispanic incidence among adults, are: Chicago, IL Dallas, TX El Paso, TX Fresno, CA Harlingen, TX Houston, TX Los Angeles, CA 17% 22% 75% 46% 86% 29% 39% Miami, FL New York, NY Phoenix, AZ Sacramento, CA San Antonio, TX San Francisco, CA 46% 19% 23% 21% 50% 19%
BROADBAND Household broadband* access has grown exponentially since the start of the decade. According to Scarborough Research, 71% of U.S. Internet Users have broadband at home, growing from just 15% in 2002. Hispanics have been taking advantage of the expansion of broadband, and their rate of adoption has mirrored that of the total U.S. population. Currently, 68% of Hispanic Internet Users** have a broadband connection in their household. This grew from 13% in 2002 an increase of more than fivefold. DOWNLOADING Forty-two percent of Hispanic Internet Users downloaded* some form of digital content, such as music, podcasts or video games during the past month, in comparison to 35% of all Internet Users. In fact, Hispanic Internet Users are 21% more likely to download digital content than the average adult online.Music is the top category for downloading. 32% of Hispanic Internet Users report downloading music during the past month. 11% downloaded audio clips. In the video category, 9% downloaded movies, 8% downloaded television programs, and 17% downloaded other video. 3% of Hispanic Internet Users downloaded podcasts, and six percent downloaded video games. Younger consumers are more likely to download content online. Forty-nine percent of 18-34 year-old adult Internet Users downloaded digital content in the past month, compared to 35% of the total online population. Similarly, it is no surprise that whem you examine this younger demographic of Hispanics, the percentage is even higher. 51% of 18-34 year-old Hispanics downloaded digital content during the past 30 days.
* Broadband connection is defined as having a cable modem or DSL connection in the household ** Hispanic Internet Users are those Hispanics that access the Internet
INTERNET SPENDING Scarborough finds that almost two-thirds (62%) of Hispanic Internet Users are online purchasers, meaning that they bought merchandise online during the past year. This is not far behind the total Internet population, as 70% of Internet users nationally made an online purchase in the past 12 months. The mean amount spent online annually by Hispanic Internet Purchasers*** is $762, versus $861 for all Internet Purchasers. Moreover, average Internet spending among Hispanic Internet Purchasers increased by about 6% since 2006, a rate of increase comparable to Internet Purchasers overall.
THE MOBILE CONNECTION Hispanics are avid cellular phone users. They are more likely than the typical adult to have a cell phone, and they are in the top spending brackets for cellular usage. Hispanics have been at the forefront of using the expanded functionality and technology in cellular devices, such as picture taking, text messaging and downloading ring tones or games. They are also more likely to use cell phones for tasks such as email or utilizing other Internet features. DEMOGRAPHICS Youth, education, and higher than average household incomes are three demographic calling cards of Hispanic Internet Users. Hispanic Internet Users have higher household incomes than the total Hispanic population. Half (50%) of Hispanic Internet Users have an annual household income of $50,000 or more. The average household income of a Hispanic Internet User is $67,000, versus $54,000 for all Hispanics. They are also more likely (than the average Hispanic) to have a four-year college degree or greater, and to be employed full- or part-time. Well over half (57%) of adult Hispanic Internet Users are under the age of 35, versus 35% of total Internet Users. As Hispanics overall are more youthful than the general population, and Internet users are younger, the online youth factor is accentuated even more among Hispanics.
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*** Hispanic Internet Purchaser refers to Hispanics who made any Internet purchase during the past year
Astronaut Jos Hernndez, a/k/a @Astro_Jose, tweets in both English and Spanish to 100,000 people who have been following his remarkable life from field-worker as a child in northern California to outer space.
Its not hard for him to find followers these days. The majority of online Americans now visit social networking sites, and Hispanics and other minorities continue to visit them more than non-Hispanic whites, according to the 2009 Multicultural Marketing Study by the Center for Hispanic Marketing Communication at Florida State University, DMS Research, and Captura Group. The study also reveals that social media usage among Hispanics and other minorities continues to grow by double digits, with Facebook and MySpace leading the way. Whats more, smaller social networking sites such as hi5, Black Planet, Twitter and LinkedIn have strong appeal with certain ethnic groups. MOST ONLINE AMERICANS VISIT SOCIAL NETWORKING SITES AT LEAST TWICE A MONTH In the past year, we found that usage of social networks across ethnic segments has grown exponentially. Marketers take note: most Americans now visit social networking sites and use them as increasingly important means for communication and information. Percent of a given segment who visit a social networking site at least 2 -3 times per month: + + + + + 62% of English-Preferring Hispanics, up from 46% in 2008 63% of Asian Americans, up from 42% in 2008 60% of African Americans, up from 33% in 2008 59% of Spanish-Preferring Hispanics, up from 35% in 2008 55% of Non-Hispanic Whites, up from 24% in 2008
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In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue.
Although ethnic minorities are still more likely to visit social networking sites when compared to Non-Hispanic Whites, the gap has closed considerably as social networking has become more popular. MOST ETHNIC SEGMENTS NOW PREFER FACEBOOK OVER MYSPACE In 2008, we found that MySpace held a firm lead over Facebook. Today, the tables have turned, and Facebook has become more popular among all of the ethnic groups that we analyzed with the exception of Spanish-Preferring Hispanics. (See Fig. 1) SOCIAL MEDIA PREFERENCES ARE BEGINNING TO FRAGMENT AMONG MINORITIES When considering a social media strategy, marketers should take note that ethnic groups have preferences between social networking sites. Consider the case of Hi5, a social media site with a strong presence in Latin America. Its success in the southern hemisphere has made it extremely popular with Spanish-Preferring Hispanics in the U.S. who want to connect with family members back home. Today, hi5 competes with both Facebook and MySpace among Spanish-Preferring Hispanics (29.1% usage versus 36% and 41%, respectively). These findings are important because as social networking has become ubiquitous, specialized sites have become viable options for advertisers looking to target ethnic audiences. (See Fig. 2) ASIAN AMERICANS ARE TWICE AS LIKELY TO USE LINKEDIN AND TWITTER The 2009 study also included the usage of LinkedIn and Twitter. We found that both sites are still emerging and most popular among Asian Americans. We attribute the popularity of LinkedIn and Twitter among Asian Americans to higher income levels and technology adoption. (See Fig. 3) MORE GROWTH EXPECTED FOR 2010 In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue. While preferences of certain social networking sites might change over time, social media promises to remain relevant for all ethnic groups. People such as Jos Hernndez can expect many more followers. For marketers, the sky should also be the limit.
This article is reprinted with premission from MediaPost. 11
Percent of a given segment who visit Facebook (2009/2008) and MySpace (2009/2008) regularly
English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites
41% / 44% 29% / 31% 40% / 29% 41% / 35% 31% / 22% Fig. 1
Percent of a given segment who visit Hi5 and Black Planet regularly (2009)
English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites
Percent of a given segment who visit LinkedIn and Twitter regularly (2009)
English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites
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Hispanics tend to be proactive and create and share their own content and social networks are ideal platforms for publishing and distributing such original content.
Even 17% of online Hispanic Boomers & Seniors read blogs
Use social networking sites
47% 26% 16% 26% 20% 17% 26% 20% 11% 16% 15% 12% 11% 9% 6%
Hispanics have been avid users of social media since its inception, and continue to lead the way in terms of adoption, usage and engagement. As of 2009, the top social networking sites for the HCM segment are MySpace and Facebook; however, there are several Tier-2 social sites (i.e. Hi5, Sonico.com, MyBatanga, Cyloop, etc.) that rank high in terms of usage and engagement. Market forces are driving Hispanics to use social media. There is a dearth of culturally-relevant and in-language content available to them online. As a result, Hispanics tend to be proactive and create and share their own content and social networks are ideal platforms for publishing and distributing such original content. In reaching out to U.S. Hispanics through social media, brands must connect with Hispanic culture and create online social environments/experiences that are relevant from a cultural point of view (and potentially in-language). Developing this new communication model requires a strategic, long-term approach.
Read blogs Participate in discussion boards, Publish your own Web pages Publish or maintain a blog
MySpace
21% 24% 22% 16% 20% 18% 12%
YouTube
iTunes
Wikipedia
VoyMusic.com
5% 13% 10% 7% 8% 13% 2% 8% 9% 2% 5% 8% 2% 5% 7% 2% 4% Spanish-preferring Hispanics English-preferring Hispanics All online Hispanics
IMDB
PlanetaTV.com
Batanga.com
VoyTV.com
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Percentage of Respondents Who Visit Social Networking Sites at Least Two or Three Times a Month
40% 35% 30% 25% 20% 15% 10% 5% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans Non-Hispanic Whites
36%
34 27%
26%
18%
Fig. 1
BACKGROUND / TIMELINE Social Media is a relatively new phenomenon (as a reference, Facebook and blogging in general came to the worlds attention in early 2004), and Hispanics in the U.S. across the acculturation and language preference spectra have been part of it since the beginning. Past As an example, a recent Forrester study1 reveals that: + In 2005, 9% of Hispanics reported using social networking sites, such as MySpace, QuePasa, and MiGente1. + Use of social networks among U.S. Hispanics tripled between 2005 and 2006, with MySpace at the top of the list and 31% of Hispanics visiting the site at least once a month1. + As of 2007, 50% of online Hispanics reported to participate in at least one of five social computing activities, including1: Social networking Blogging Maintaining personal Web pages Commenting on discussion boards
+ By 2007, U.S. Hispanics lead non-Hispanics in the use of social media. This was particularly true of young Hispanics (18-26), but older generations such as GenXers (27-40), Baby Boomers and Seniors (41+) were also participating.1 + In 2007, there were Hispanic social networking sites cropping up constantly on the Web. Some, such as QuePasa.com, had been around for a while, but were enjoying renewed attention. Others, such as ElHood.com, were new to the market and focused on music and entertainment. Additionally, MySpace had just launched MySpace Latino. + Spanish-preferring Hispanics, although less acculturated and with less income, are heavily engaged in the social media space. Specifically, when compared with Englishpreferring Hispanics, Spanish-preferring Hispanics are1: On par for visits to social networking sites More avid blog readers Slightly ahead on content creation and community participation
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Hispanics often look to one another to help guide their decisions, and social media facilitates such collective sharing of information and communication.
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45% 40% 35% 30% 25% 20% English-Preferring Hispanics Spanish-Preferring Hispanics Asians African_americans Non-Hispanic Whites 15% 10% 5% 0%
44% 35% 31% 29% 22% 22% 22% 22% 22% 22%
MySpace
Fig. 2
Present + By 2009, 65% of Hispanics online were using social media.3 + As of 2009, U.S. Hispanics continued leading the way in social media usage.2 36% of English-preferring Hispanics visit social networking sites at least two or three times a month (over-indexing Internet users of Asian origin, the group with the highest usage and engagement stats in the U.S. (Fig. 1) Spanish-preferring Hispanics are not too far behind, at 27% (compared to 18% for non-Hispanic Whites) + Over the course of the past two years, MySpace and Facebook have become the predominant social networking sites for U.S. Hispanics.2 44% of English-preferring Hispanics (and 35% of Spanish-preferring Hispanics) visit MySpace or Facebook regularly (vs. 22% for nonHispanic Whites) English-preferring Hispanics are avid Facebook users, on par with Asians (see chart below) in the U.S. at 18% (vs. 7% for non-Hispanic Whites) + Young Hispanics (35 and younger) and Social Networking2: English-preferring Hispanics are on par with Asians and non-Hispanic Whites in terms of social network site usage, at 58%. Spanish-preferring Hispanics 35 and younger trail behind at 33%.
+ Older Hispanics (36 and older) and Social Networking2 English AND Spanish-preferring Hispanics are on par with Asians in terms of social network site usage, at 24% (23% for Spanish-preferring) vs. 13% for nonHispanic Whites Future Additional relevant trends to keep an eye on: + Online Hispanics adopt new media technology (such as Web TV) quicker than non-Hispanics.5 + U.S. Hispanics are among the most avid users of mobile broadband (53% vs. 33% for non-Hispanic whites), and rely more on their cell phones than the general U.S. population, despite of their relatively lower incomes.4 Therefore, we should see continuous increase in mobile Internet access (this is particularly organic to younger generations of Hispanics, to whom smartphones function as their primary point of contact with the Web). Given the current demographic composition of the U.S. and the intrinsic characteristics of Hispanics (collectivistic, natural social networkers, etc.), we should expect to see continuous growth both in the size of the Hispanic social media user base, and degree of sophistication in terms of social media utilization. Therefore, it will become increasingly critical for brands to have a well thought-out social media strategy (Web and mobile) to effectively reach out to Hispanics in a culturally-relevant way.
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Percentage of Respondents 35 and Younger Who Visit Social Networking Sites at Least Two or Three Times a Month
60% 50% 40% 33% 30% 20% 10% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans Non-Hispanic Whites
Percentage of Respondents 36 and Older Who Visit Social Networking Sites at Least Two or Three Times a Month
25% 20% 17% 24% 24%
58%
58%
57%
23%
33%
15% 10% 5% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans
13%
Non-Hispanic Whites
Fig. 3
Fig. 4
PROSPECTS, INFLUENCERS AND SOCIAL MEDIA SITES The following data provides a snapshot of Prospect and Influencer social media use by listing the top 10 social sites they visit.6 The tables provide texture on traffic volume (total unique visitors) as well as engagement (time spent on the site, avg. minutes per visit) for three language preference categories: English-preferring, Spanish-preferring, and Indifferent. KEY TAKEAWAYS + Facebook and MySpace are the top social sites for HCM Prospects and Influencers: Prospects prefer MySpace Influencers prefer Facebook + Hi5 is still a popular social network among Spanishpreferring and Indifferent HCM Prospects and Influencers. + Blogs are also popular, with platforms such as Blogger and WordPress ranking among the top 5 across all 6 segments (Note: We need to take into consideration that some Web sites that do not qualify as blogs are built on these platforms). + Web video is widely popular as well, particularly among Prospects. + Twitter appears in the top 10 sites for all 6 segments, but it seems to be slightly more popular among Influencers.
COMPETITIVE ANALYSIS It is imperative for brands to pay close attention to what HCM Prospects and Influencers are doing in the social media space, as they over-index all other ethnic segments in utilization and engagement: + Special attention to Tier 1 (MySpace and Facebook) and Tier 2 (Hi5, Sonico.com Batanga, Cyloop, etc.) social networks + Keep an eye on important trends relevant to the HCM segment (i.e. increase in the use of Twitter, blogging/consumption of blog content, online video / Web TV, mobile social networking) + The HCM segment is poised to continue growing in numbers and relevance. Brands should have a strategy in place to address this and integrate HCM Prospects and Influencers as an important part of any future social media marketing plans / initiatives. + Within the context of this social media marketing roll-out plan, brands would benefit from creating culturallyrelevant (and even in-language) social environments where they can engage HCM Prospects and Influencers in conversations that will help fight barriers and drive positive associations with these brands.
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Sources: 1. Hispanic Social Computing Takes Off, Forrester, 2007 2. The multicultural World of Social Media Marketing, 2009 3. Why Social Media is the Fabric of Hispanics Online, Brandweek, 2009 4. The Hispanic Institute: Hispanic Broadband Access: Making the Most of the Mobile, Connected Future, 2009 5. Half of U.S. Hispanics have an Online Social Media Profile, Business Wire, 2009 6. comScore MediaMetrix, October 2009
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Time Spent with Media per Week by African-American Internet Users, OctoberNovember 2007 (% of total time)
TV Internet AM/FM radio Other* 18% 20% 26% 36%
Note: *ages 13 75; *all reading, listening to music, watching DVDs, video games and satellite radio Source: Radio One Inc., Black America Study conducted by Yankelovich, June 2008
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56.4%
11.2%
Note: *alone or in combination with other races Source: eMarketer, March 2009
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Some 56% of African-Americans, or 23.3 million people, are under age 35, and most of that group is online daily. Because of their intense interest in all things digital, Radio One/Yankelovich categorized them as follows:
Digital networkers
(median age, 23)
More than 92% are under age 35; 69% are male; 57% are students; and 44% live in suburbs. They are heavy users of social networking and instant messaging (IM) and have high ownership levels of laptops and mobile phones.
Black onliners
(median age, 27)
They are heavy Web users; 45% are ages 18 to 34; 70% are male; and nearly eight in 10 shop online once per month and spend an average of $115 per month on the Web.They use e-mail and IM and visit YouTube, black websites and music websites.
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Nearly one-third of black onliners admitted that if they see something they like, they have to have it, even if it costs more than they would like to spend.
US Adult Mobile Device* Users Who Use Mobile Content and Applications Daily, by Race/ Ethnicity, October December 2007 (% ofrespondents in each group)
White Send or receive text messages Take a picture Play a game Send or receive e-mail Access the Internet for news, weather, sports or other information Record a video Play music Send or recieve instant messages Get a map or directions to another location Watch video Total 3% 5% 4% 3% 2% 38% 4% 10% 9% 2% 4% 50% 3% 12% 12% 4% 2% 56% 28% 14% 6% 7% 7% AfricanAmerican Hispanic 34% 21% 11% 7% 9% 42% 20% 15% 9% 10%
Top 10 Websites Among US AfricanAmerican Internet Users, Ranked by Unique Audience Composition, September 2008 (thousands and % composition)
Unqiue audience (thousands) 1. BlackPlanet.com 2. zShare 3. imeem 4. WatchMovies.net 5. USAJOBS 6. Job.com 7. JobsOnline 8. Zango 9. BlackVoices 10. WorldWinner 793 409 551 633 701 625 384 708 841 509 % composition 77.6% 35.8% 29.6% 27.7% 27.0% 24.9% 24.3% 23.0% 21.9% 21.9%
Note: *ages 18+; *mobile phone or PDA Source: Pew Internet & American Life Project, Mobile Access to Data and Information as citied in press released, March 5, 2008
These young people are more brand-conscious than their elders, and more impetuous in their buying habits. Nearly one-third of black onliners admitted that if they see something they like, they have to have it, even if it costs more than they would like to spend. African-Americans online activities mirror those of every other online culture and population. Communicating by e-mail, researching and shopping were the top three activities in the Radio One/Yankelovich survey, just as they were in many other general-population surveys.
11 million people.The number must be considered in light of two facts. First, Yankelovichs survey base was 3,400 African-Americans, interviewed by phone and online.The charts extrapolation to activities that millions of participants engaged in is based on a Pew Internet Project report from March 2007; later reports gave lower values to African-American Internet penetration, as mentioned earlier in this report.
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However, the fourth-ranked online activity in this AfricanAmerican-only survey is visit black sites, estimated at
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U.S. Internet Users Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Facebook
February 2010 (% of respondents)
Yes, for many brands
19% 19%
Yes, for a few brands
32% 41%
No
34% 29%
Do not know
15% 12%
Note: n=1,504 ages 18+; numbers may not add up to 100% due to rounding Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, March 10, 2010
The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand.
Primary Reason that U.S. Internet Users Are Fans of a Brand on Facebook
February 2010 (% of respondents)
To receive discounts and promotions
More than one-half of Facebook fans said they are more likely to make a purchase for at least a few brands, and 67% of Twitter followers reported the same. The power of earned media gives a further boost to brands: 60% of respondents claimed their Facebook fandom increased the chance they would recommend a brand to a friend. Among Twitter followers, that proportion rose to nearly eight in 10. The researchers also explored why social media users become brand fans. The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand. On Twitter, discounts, up-to-the-minute information and exclusive content were the main draws; only 2% of respondents followed brands on Twitter to show their support. The findings are largely in line with previous research about what social followers want, but the results changed when Chadwick Martin Bailey asked respondents about why they had first decided to follow brands, and allowed them to choose as many reasons as they liked. Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%). Another 34% simply said it was fun and entertaining to become a fan. On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three.
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25%
I am a customer of the company
21%
To show others that I like/support this brand
18%
Its fun and entertaining
10%
To be the first to know information about the brand
8%
Gain access to exclusive content
6%
Someone recommended it to me
5%
To be part of a community of like-minded people
4%
I work for/with the company
2%
I own stock in the company
0%
None of these
0%
Note: n=1,504 ages 18+; numbers may not add up to 100% due to rounding Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, March 10, 2010
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OBJECTIVES + Position American as the airline that offers the best value in mile redemption with 40 flights to Latin America; 35 to the Caribbean and 14 to Mexico. + Highlight that miles accrued can be used by targets both to maintain an important connection with their home countries and to establish new connections in the United States. + Showcase the ease of enrollment and use of the website, AA.com in several languages. + Underscore the various ways in which members can earn miles.
MEDIA STRATEGY Our media strategy was a two-pronged, integrated campaign, reaching out to both traditional and social media: + First, we targeted Spanish-language media print, broadcast, digital and social emphasizing Americans commitment to this segment, pointing out the benefits that Spanish-speaking customers can reap by becoming members of Americans the worlds first frequent-flier program. + Second, we targeted English-language media specifically advertising trade publications (eg Ad Age, Ad Week) and business publications (Forbes, Fortune, BusinessWeek, Hispanic Business, Hispanic Market Weekly and Multicultural News, among others) emphasizing Americans long history and trendsetting status in outreach to U.S. Hispanics, and their importance to Americans overall business success.
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PROGRAM ELEMENTS + Developed an ad and executed a buy on Facebook using Facebook Targeted Campaign targeting some 268,000 Spanish-speaking Facebook individuals who: - Live within 50 miles of Dallas, TX, Chicago, IL, Miami, FL or New York, NY - Are over the age of 18 + Created tweets in Spanish and English publishing each tweet on Americans Twitter channel and tracking re-tweets Uploaded the commercial to the American Airlines YouTube Channel, with a targeted message in English and Spanish Conducted an aggressive national media outreach campaign the week of commercial launch with follow up at both local and national level
Title (25 Characters): Programa AAdvantage Body (135 Characters): Conozca AAdvantage, vuele con nosotros y empiece a acumular millas en nuestras compaas participantes. Link: www.aa.com/mismillas
OUTCOME Our goal was to increase the enrollment of Hispanic consumers in American Airlines AAdvantage program, which has more than 62 million members worldwide. Since the campaign kicked off, 300 plus individuals have registered for the AAdvantage program, the majority of them choosing Spanish, by going through the www.aa.com/mismillas page referenced on our materials and those numbers are still coming in. The media campaign has generated more than 48 media placements with more than 21 million impressions, reaching an audience of 5,823,361. This includes placements in Hispanic Business, PR Week, Hispanic Market Weekly, and the Dallas Business Journal a story that was picked up by business journals nationwide as well as a local hit on the 33 TV news broadcast and a number of local Spanish-language publications.
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the media campaign has generated more than 48 media placements with more than 21 million impressions, reaching an audience of 5,823,361
TWITTER NUMBERS Tweets published through Americans marketing brand channel called AAirwaves over the course of two days had a potential reach of 42,181 individual Twitter users, including followers of American Airlines, over the course of this effort. FACEBOOK NUMBERS The ad on Facebook generated: + 794,692 impressions + 193 click-throughs + Total amount spent: $84.91
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The results have allowed us to see the consumption pattern by fans of American and fans of soccer, and how they want us to interact with them
OUTCOME Media hits have included the Fort Worth Star-Telegram, Hispanic Market Weekly, and TravelPulse.com. As of October 21, more than 9,000 consumers registered and played the game. The results have allowed us to see the consumption pattern by fans of American and fans of soccer, and how they want us to interact with them, Sanez adds. FUTURE American plans to leverage the continued popularity of soccer, particularly around the 2010 World Cup in South Africa. Well look at how we can expand [The Penalty Challenge] to other areas or how we can add an additional version to it for the future, says Sanez.
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The Axis Agency captured and produced exclusive interviews, event highlight reels and behindthe-scenes video packages with current players and several Mexican soccer legends.
off their cultural pride and engage with a brand that truly understands their wants and needs. As part of the ongoing engagement and conversations across Facebook and Twitter, Axis produced a series of timely polls, quizzes and trivia questions that prompted consumers to participate and share. To fully leverage the brands partnership with the Mexican National Soccer Team, Axis captured and produced exclusive interviews, event highlight reels and behind-thescenes video packages with current players and several Mexican soccer legends. These videos were seeded and distributed across all brand channels and were pitched to online media outlets, bloggers and online influencers for additional syndication and maximum reach. COMMUNITY MANAGEMENT To manage the brands social media communication stream, Axis assigned a core community management team charged with the ongoing posting of news-related commentary, quizzes, polls, trivia and video content; monitoring wall posts, tracking comments and conversations; and measuring total interactions and community growth.
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189,247
YouTube Channel Views
1,361
Twitter Followers
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Degree Men currently owns the position of the #1 Mexican National Team fan page on Facebook
40,879
Facebook Fans
LEADING THE SPACE Although Degrees partnership deal with the Mexican National Team is not exclusive, it is the only brand sponsor who has established a meaningful presence in the digital and social media space. As a result, Degree Men currently owns the position of the #1 Mexican National Team fan page on Facebook with over 40,000 Facebook fans and counting.
Axis continues to help Degree Men lead the conversation with U.S. Hispanic consumers; increasing not only the brands visibility, but also building a long-lasting relationship with them, built around interaction, engagement and friendship.
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blogger profile
Midtown Chic-a
by Stephanie Camargo Everyone has that go-to friend. You know the oneIts the person you call when youre looking for a good spot to take your date out to dinner, or the one you e-mail when youre booking a vacation for some cool travel tidbits, and at the very least, the one you text to find the best local groomer for your dog. Hi, thats me. I am your go-to chica for all your South Florida needs. Im the one e-mailing you because a new fashion boutique opened up on Lincoln Rd., and we have to go check it out. Or better yet, theres a new Broadway show coming to town that you absolutely must buy tickets for! And lets please not forget to make reservations for the new restaurant opening up on South Beach. This desire and my ability to share information with other people is what motivated me to start my own lifestyle blog, a place where I could centralize all my thoughts and personal experiences for the entire world to read and see (I know, scary). The way I look at it is, if its something I enjoy or find entertaining, then it might possibly be something someone else might enjoy and find entertaining as well, and that gives me personal satisfaction. Call it a combination of being curious and in-the-know, or just in tune with my local community, but my passion for writing my blog posts comes from wanting to share my knowledge and insights with family, friends, neighbors, peers and just about anyone else whos interested in what I might have to say. Obviously, being in the PR industry plays a major role because it is my job to be on top of the latest trends; its also taught me a lot about how the blogging community works and finally, clients see me as a local expert, so all of these things go hand-in-hand. Miami. Midtown Chic-a ended up being the ideal name for my blog. The ironies and rewards of life! Fast-forward exactly one year later and there I was, receiving an award from the Sun-Sentinel for Best Neighborhood Blog as part of a series of awards presented to local bloggers which included categories such as Best Food Blog, Best Music Blog and Best Tech Blog, all part of the first annual Best of Blogs (BOB) Awards ceremony. Who would have thought? Definitely, not I! But Ive learned if you mix a little bit of passion, with some skills and dedication and a whole lot of lovepeople will notice! Although I focus on South Florida and my local neighborhood, I enjoy writing about a lot of different things that inspire me; everything from local events, family and friends, my dog, Lola (who accompanied me to the awards ceremony), traveling, food and fashion among other things. The majority of my posts are from my own personal experiences and although I write them in English, I sometimes tend to use Spanglish to express myself best. It is very evident that I am a proud Latina who also likes to promote Hispanic-related topics (See my post on a recent off-Broadway show I saw, Platanos & Collard Greens). Regardless, blogging is something I do out of love and in my spare time (talk about work-life balance!) To those of you interested in starting your own blog, I say, make sure its something you are very passionate about and be prepared to sleep a little less. So the next time you find yourself in the 305, dont hesitate to drop me a line at www.MidtownChica.com.
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Stephanie Camargo is an award-winning blogger and Senior Account Executive at The Axis Agency.
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speaker spotlight
Community and Culture are the key pillars to a successful digital communciations strategy; allowing brands to maximize consumer engagement and overall campaign effectiveness. Its also essential to look for ways to integrate digital with other tactical platforms as part of a larger strategy. This 360 approach can make digital and social media a natural partner to other ongoing PR, live events, traditional print, broadcast and retail promotions.
Based on his experience at The Axis Agency, Wally points out that to guarantee success for clients in the digital space, brands should not focus only on the tools, but rather on the cultural connection and passion points that the brand and the consumer have in common. Impressions are great, but a deep, long-lasting relationship with consumers is what social media can potentially offer your brand. Finally, at TagMe, Sabria talked about the value of content development and community management. Its vital to keep the communication flowing with consumers on an ongoing basis. The more conversations and involvement a brand has with its consumers, the more both parties will learn about each other, he concluded.
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Impressions are great, but a deep, longlasting relationship with consumers is what social media can potentially offer your brand.
Blog World Expo October 14-16, 2010 Mandalay Bay Las Vegas, NV
BlogWorld & New Media Expo is an exciting forum for members of both the new and traditional media. Learn about Content Creation, Distribution and Monetization strategies, stepby-step techniques and bleedingedge tools from the most successful bloggers, podcasters, social media pros, and internet TV and radio content generators. http://www.blogworldexpo.com/ media/media
ad:tech New York November 2-4, 2010 Javits Convention Center New York, NY
For more than ten years, ad:tech has provided media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. With 10 shows in 7 countries, ad:techs globally respected roster of speakers, workshops and exhibitors continues to make it the preferred resource and destination for digital marketers everywhere. http://www.ad-tech.com/ny/adtech_ new_york.aspx
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@midtownchica Ur local source 4 all-things #Miami & more! A fun-lovin chic-a who enjoys a good laugh w/ her friends, fam and blogging it up #thatisall
@AfAmMaven I luv #Chi City, & channeling my inner bohemian. I heart JAH, people, family, simplicity and longevity. Sick with Bieber Fever.
@imageorreality Husband and father of twins on Chicagos mighty South Side. An independent thinker, believer in quality and patience, lover of risqu humor.
@angiedi The most outspoken employee in the Miami office!!!!!!!!!! Her colleagues would agree she is a telenovela guru =)
@vivimwiewall Free spirit whos enjoying every second of her life. AKA the loud, sarcastic YET nice one in the Miami office, holla!
axis biotweets
We thought it would be a cool idea to show you who we are in a different and non-traditional way. Thats why we asked all the team members @ The Axis Agency to come up with a Biotweet. In 140 characters or less, this is what they have to say about themselves and the things they dig.
@gabrielabucita Searching for meaningenjoying the ride! LOVE: life, hubby cuddling, our dog Juanita & hangin with my 9 nieces n nephews!
@mezul Cinema-luvin Latina thinks success is getting what you want & happiness is wanting what you get. Watches novelas for entertainment to appease the soul.
@gbujanda Big-D citizen by way of DF; news, film & politics junkie. Pro gabber 4 #Mexico City, #microfinance fan, hugely outwitted by 10-yr-old son
@melissaygalarza Easygoing girl who enjoys the simple things in life, great food, music and friendsyou will find me by the beach in Miami almost every weekend!
@karlaenriquez Bi-cultural, soul-searching, twentysomething year old full of passion and intellectual curiosity figuring out this crazy beautiful life
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@Ale003 traveling the world is my thing and talking to people pays for my things. Always live in peace, love and dance till you please.
@almillag familia, friends, msica, faith, orgullo, culture, pasin, love, alegre, movies, determinada, food, travel, trilinge, nuff said
@YoAmoLA Self-appointed ambassador of LA. Wife, mother of twins, and Hispanic marketing pro who lives her life in gratitude and believes in paying it forward.
@DATKID323 Born and Raised in L.A., wish I lived in N.Y. #Brooklyn to be exact, love the Lakers, live by the principles of O.M.A.K (Observe Merits Appreciate Kindness)
@germanlibenson BBQ guru & film freak, lives by #ifyounevertry youll never know.A loyal warrior who doesnt kneel or surrender. Obsessed with #flawlessgems.
@ahkfiend Recently engaged, known for saying the wrong thing, but loving life and living it like there is no tomorrow. peace and chicken grease!
@lissymarie A Hello Kitty obsessed AfroIndian-Chinese-Cuban-American. My family, my friends and my job make me smile every day.
@VTartak A vivacious, spirited soul with a passion for great music, ethnic food, film, fashion, and is enamored with cultures and far off places.
@brookeashleyy In her 20s and loves fashion and traveling as much as possible. I love my life, my friends and my family!
@VBradford Proud Colombian @ Dallas office. Passionate about life, music and dancing! Carnaval runs in her blood 24/7.
@socialstudiola LA born > MIA bred. I think and work visually. Passion8 about new ideas and the next big thing. Digital or not, goal is to make it look hot
@sisanchez suffers from wanderlust, is freespirited, loves food and culturas, and never wants to forget where she came fromPUERTO RICO AND SPAIN!!! Wepa and Ol!
@Ayona26 Diverse, Determined, Diva-like Dallas girl #D4. Live by loving, laugh by living. Proud to be me and happy for life. #L3 live, laugh, love always and 4ever
@strattoni experiential, curious traveler who loves the thrill of discovering the beauty around her
@360culture Hispanic comms pro, sees culture as the soul & axis of our nations richness, fan of film, music & politix. Passionate about Cuba and its freedom
@cadlawrence married mother of two living a life that matters measured not by success, but the significance in others lives.
@candela_ortega LA born Cubana. GO #gallerymuseum + John Mayer + Salsa + hands covered in paint + head filled with a vision = HAPPY. LOVE.CULTURE.CREATIVITY.
@yvepacheco A t-shirt n jeans kind of chica who loves sports, reading, photography and new music. born & raised in LA but a citizen of the world.
@CMHaffner Jersey Girl from Nicaragua who calls the Big Apple home. Shes a film freak/ski bum & is passionate about living Green.
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They are being followed day and night. But hey, theyre not complaining.
top 10
top 10
06. 05.
P. Diddy / @iamdiddy
2,718,183 followers
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full circle
immediate gratification
by German Libenson
It was 2:44 pm on a sunny Wednesday afternoon and I decided to post a question on one of our clients Facebook pages. When I finished typing, I made sure there were no typos, the topic was relevant and that nobody else had asked the same thing in other competing channels. I was new to Social Media and I was trying to learn the rules of engagement as fast as I possibly could. My background was in advertising, so I wasnt used to having conversations with consumers on behalf of brands. My work had been creating ads and quite honestly, I felt a little old-school in this new environment. Nonetheless, I also felt I had some sort of divine power, for I had been assigned to manage the clients Facebook Fan Page. Thousands of fans across the nation had come here looking for entertainment, conversation and content; lots of content. They were hungry for stories and they wanted them now.
I asked myself, How long is it going to take for someone to comment or like what I wrote?
As soon as I pressed the Share button I asked myself, how long is it going to take for someone to comment or like what I wrote? Bam! Four seconds later I got 12 comments. It was surreal! At 2:44 pm my target audience was not watching TV, reading magazines, or even listening to the radio. No! The fans had a browser window open on their work desktops while they were probably writing their
reports or Powerpoint decks. Plus, many of them were connected to Facebook via their smartphones! Man, I shouted. Response time is faster than a 911 dispatcher! I remember a THX advertisement in the movies back in the 90s. Before a feature presentation, THX would blast the theater speakers with one cool sound effect and a super would then read: THX. The audience is listening. Those times are over. Now, audiences are having conversations with brands in the social arena. And boy, do those conversations spread like viruses. Five minutes later, the clients wall had 108 comments. The following morning, there were over 453 opinions. I got a call at lunchtime. It was my boss. Hey man, the clients really happy with the number of interactions. Now she wants us to increase the number of fans to 1,000,000 by the end of the year. Are you up for the challenge? I pictured myself sitting around a campfire with a million folks. Sure, man. We have a story to tell. And its a really compelling one.
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CONTACT Armando Azarloza, President The Axis Agency 8687 Melrose Ave., 9th Fl. Los Angeles, CA 90069 www.theaxisagency.com
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