Posts Tagged ‘twitter’

How Many US Hispanics on Twitter

August 3rd, 2011

A few months back we provided an outlook of how many US Latinos or Hispanics can be found on Facebook.  Today we announce the very appropriate sequel which discusses the number of total US Hispanics on Twitter.  This is key information for brands looking to launch a Twitter account targeting US Latinos as it provides an estimate of how large the followership of your brand’s Twitter profile could potentially be.  Further, this article contains insight into which language should be used for the voice of the Twitter profile.  Choosing to use English, Spanish or a combination of the two (Spanglish) on the Twitter account is a very real question that all brands need to decide upon as they look to target the Hispanic market.

Without further ado, lets review the numbers.

8.1 Million US Hispanics using Twitter?

Today there are approximately 8.1 million US Hispanics on Twitter.  Of that amount 31%, or 2.5 million Hispanics, prefer Spanish and would be encouraged to follow a Twitter profile providing Spanish content. 44%, or 3.6 million US Latinos favor English and are more likely to follow a Twitter profile that is providing stories and media in English. And last but not least, 25% of US Hispanics (2.0 million) are bilingual and would be happy to follow a Twitter profile content in either language or Spanglish.

The graph presented below helps to visualize:

8.1 Million Hispanics on Twitter and Growing

Which Language do Hispanics Prefer when Following Brands on Twitter?

Hispanics preferring Spanish would likely prefer to follow pages offering daily content in Spanish such as the CDC Espanol Twitter profile.  Several other Twitter profiles that provide Spanish content include the Castrol Twitter profile and the Visit Florida Twitter profile. Hispanics that typically converse with family, friends, and colleagues in English are likely to prefer English language Twitter profiles.  A good example of Twitter profiles catering to English preferring Hispanics is Being Latino as well as Tampico.  Many brands are targeting bilingual Hispanics, as this is the most popular strategy currently.  Several good examples of brands doing this include the Mi Pepsi Twitter campaign and the Sears Latino profile.

So What Kind of Fancy Calculator Are We Using to Calculate This?

1. Total US Twitter users = 74MM (200MM * 37%).  Twitter states that 37% of its users are from within the US.
2.Total US Hispanic Twitter Users = 8.1MM (74 * 11%).  Based on Quantcast’s demographic data research.
3. Spanish Dominant US Hispanics = 2.5MM (8.1MM * 31%). Combines Latin Americans and all Spanish favoring Hispanics in the US.
4. English Dominant US Hispanics = 3.6MM (8.1MM * 44%). Includes 2nd and 3rd generation Hispanics and all other English favoring Hispanics.
5. Bilingual US Hispanics = 2.0MM (8.1MM * 25%). The large portion of Hispanics whom are comfortable with either language.

Note: There are a few differing numbers on the percentage of Twitter Users are Hispanics.  Edison Research and Portada have both reported higher percentages, 17% and 18% respectively, but I suspect these were either smaller sample sizes or based on Internet using Hispanics, rather than total Hispanics.  Common sense led us to determine that 11% of Twitter users was the most accurate figure as the higher percentages presented would indicate that 25% of all Hispanics use Twitter, which is very unlikely.


How do these figures compare with what you would imagined?   What other factors are key when determining the tonality of messaging to the US Hispanic audience?  Please place your thoughts in the Comments below.


Social Times – 200MM Twitter Users

Site Seeker – 11% of Hispanics are Twitter Users

Official Twitter Blog – 37% of Twitter Users from US

Pew Hispanic Reports – Census counts 50MM Hispanics

DK Web Consulting – Percentages of Hispanics preferring English, Spanish, or Bilingual

Portada Online – 18% of Hispanics are Twitter Users

Edison Research – 17% of Twitter Users Hispanic

How Government and Non-Profits are using Hispanic Social Media.

February 21st, 2011

The Hispanic Social Media Insights Webinars series continues March 23 (1 to 2 p.m. ET) with a free national webinar titled “How Government and Non-Profits are using Hispanic Social Media.”  Case Studies to include The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes.

Register Here!

Sponsored by Social Media Spanish, the national webinar series was created by the Hispanic PR Blog.

Among the hot topics that will be discussed are:
• What are some of the current best practices being used by government agencies and nonprofits to engage specific segments of the online Hispanic audience by delivering unique, targeted content to attract, engage, and create community.
• What are the key differences in running a campaign for government or a non-profit versus for a corporation?
• Case Studies including The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes which illustrate how several government agencies and nonprofits are using the web and social media to actively engage Latinos online.
• How social media platforms like Facebook and Twitter meet the unique communication needs of government agencies and nonprofits.

Confirmed speakers for this in-depth webinar are:

Eric Diaz, Principal, DK Web Consulting

Eric leads the digital agency, DK Web Consulting which is primarily known for Hispanic marketing through social media. To stay on top of the newest trends in multicultural social media marketing Eric participates in online conversations, researches best practices and industry trends, and discusses the newest wrinkles in social media programming & development.

Natasha Pongonis, Social Media Director, DK Web Consulting

As Director, Natasha develops key content to engage diverse Hispanic audiences by understanding the communication between cultures, traditions, and regional variations of Spanish.

Carla Briceno, Vice President, Bixal

Carla is co-founder of Bixal, an 8(a) certified small business that provides communications strategy and technology services to engage the online Hispanic market in the U.S. and Latin America via the web, social media and mobile.

Manny Ruiz, Managing Partner of newly launched Latino social media news content and networking platform Hispanicize and publisher of the popular blog HispanicPR Blog, will moderate the webinar.

Register Here!

The national webinar series is a partnership of Hispanicize with the Hispanic Public Relations Association (HPRA).

About the Hispanic Public Relations Association (HPRA)
HPRA was founded in 1984 as a non-profit organization to establish a network of Hispanics employed in the public relations profession. HPRA has more than 250 members representing public relations, marketing and advertising professionals from agencies, government, non-profit and corporate companies. HPRA is dedicated to the advancement of Hispanic professionals and provides educational seminars and workshops throughout the year. The organization has awarded more than $220,000 in scholarships to Latino students pursuing a career in communications during the last 25 years. HPRA strives to be a resource for communications professionals and for those seeking insights into the Hispanic market.

About Hispanicize
Founded by Latino social media leaders Manny Ruiz, founder of the Hispanic PR Blog, PapiBlogger and the Annual Hispanic PR & Social Media Conference, Louis Pagan, Co-Founder of LATISM and Migdalia Rivera, founder of Latina on a Mission, Hispanicize is the complete resource for Latino social media marketers and bloggers. Hispanicize regularly features in-depth industry news, webinar trainings, technology guides, online forums and a comprehensive directory and networking service for brands and Latina/o bloggers.

Running a Non Profit’s Hispanic Marketing Campaign – Florida State Hispanic Chamber of Commerce

October 4th, 2010

Hector Herrera is a man with a plan. As the Director of Marketing and Communications at the Florida State Hispanic Chamber of Commerce (FSHCC), his goal is to expand awareness of their mission to promote the economic advancement of Florida’s Hispanic community. The FSHCC was founded in 2000, boasts an audience of 80,000 Florida businesses, employs 5 fulltime South Floridians, and has corporate partnerships that include Citibank, Ford, Pfizer, and Sprint to name a few.

In September, DK had a chance to speak with Mr. Herrera about the FSHCC’s current social media presence and their strategy to expand. Our overall objective was to get in the head of a social media campaign manager for a large non profit to better understand how they manage their campaign. Mr. Herrera explained that traditionally the FSHCC’s outreach efforts included networking events, education programs, and an e-Newsletter, but that lately it has been primarily focused on their social media campaign.

The FSHCC has several social media accounts, all with a solid following. They have found the most success with Facebook, Twitter, and YouTube. However, they are also starting to see LinkedIn as an effective tool. For maintaining these accounts they have used the social media management tool Hootsuite to help them organize a calendar of regular postings.

The FSHCC has experienced success using Facebook as their primary means of communication with members. Their Facebook page currently has 201 fans. To facilitate growth, the FSHCC has built a custom landing page to increase the conversion rate of potential new fans and members. Links to their growing video collection can be found here as well.

Mr. Herrera has found Twitter to be an excellent tool to communicate and post business opportunities and announcements for their followers. Mr. Herrera posts messages from their partners such as a large university recently asking them to announce an RFP to their members. They also use Twitterfeed to deliver filtered relevant content to their followers. The FSHCC Twitter page has 204 active followers today. Most of their growth has come from proactively seeking out and following the Twitter ID’s of active and potential FSHCC members. Mr. Herrera proudly mentioned that this was done manually to ensure the high quality that is sometimes lacking when using Twitter software.

The growing YouTube video collection has been impressive. In the last week and a half a number of new videos have been posted with topics ranging from a clip titled, “FSHCC Member in Action” to a video named, “Florida’s Leading Editorial Boards Weigh In.” Usage of their growing content is at 2,676 total views.

The FSHCC has recently started outreach efforts on LinkedIn. Currently their LinkedIn group has a small but rapidly growing member base (nearly 30 members registered in the first month) but they are confident that it will soon provide a forum for relevant discussion due to its more professional audience.

Mr. Herrera knows that while a solid social media following is good, more must be done to make it a truly effective outreach tool. One of the keys to their growth strategy is maintaining a 100% response rate to social media inquiries and comments. This helps ensure a dialogue between the FSHCC and its partners, members, and potential members. A posting schedule ensures predictability in their outreach avoiding ad-hoc posting habits seen by many other organizations.

The other major growth strategy is a push for syndicated video content. They will use videos syndicated by other sites to drive traffic to each of their social media profiles. Furthermore, they will begin adding bilingual content. Currently, all communication is done in English however that will change in the next few months as more Spanish content will be published. For example, in October – November a breast cancer awareness program will be launched targeting Hispanic women. This campaign will include Spanish language outreach initiatives.

The FSHCC social media campaign will be one to watch in 2011 as Mr. Herrera anxiously pushes their fans and followers over the 1,000 mark. See all of the FSHCC social media campaign here:

Where to Find Latinos: Social Media Alternatives

August 11th, 2010

It is important to stay on top of which social media sites can be used to engage Latinos as the landscape evolves. While we all know about the hugely popular sites such as Facebook and Twitter, there are also a variety of smaller sites that cater to Latinos in some way. Some of these social media forums are growing, some shrinking, and all appeal to more specialized markets.  We compared a few of the ones popular with Hispanics and gave them a ranking, ‘A’ through ‘D’ based on their usefulness for marketers.

Below are the 5 sites we compared.  We also included current users for each site as well as world site ranking assigned to them by (where a #1 ranking means you have the most web traffic) to get a general idea of how popular they are relative to each other.

Orkut -  DK Rating = A

Registered Users = 100 million
Alexa Ranking = 65

We found Orkut to have the most robust capabilities for marketers.  This Google-owned social media forum is similar to Facebook in many respects. There is a Facebook-like wall and there are a large variety of communities to join or create. You can create a presence for your business, much like a Facebook fan page as well as traditional advertising campaigns.  Orkut may be a key forum to use when targeting Brazilians as 51% of Orkut users hail from Brazil.

Example: Burger King

Sonico -  DK Rating = A

Registered Users = 43 million
Alexa Ranking = 798

Sonico is another site that seems very similar to Facebook. It is possible to create public pages for your company similar to Facebook fan pages. Sonico, with headquarters in Buenos Aires and Sao Paulo is rapidly gaining popularity in many countries throughout South America.

Example:  Starbucks

HI5 -  DK Rating = B

Registered Users = 80 million
Alexa Ranking = 89

We found this site to be of  limited use for marketing. The layout is similar to the venerable MySpace. You can purchase advertising however, it is difficult to create a company profile. There are some existing company profiles but most seem to be unofficial.

Tuenti – DK Rating = C

Registered Users = 8 million
Alexa Ranking = 442

Tuenti is a social network originated in Spain where it also happens to be the most popular social media outlet.  Interestingly, Tuenti does not support banner ads or the creation of pages but that could change in the near future.  Also, contrary to the methodology of most social media networks, it is by invitation only so if you want to sign-up you will have to wait for a friend to ask you to join.  It recently (Aug of 2010) sold to Spanish powerhouse Telefonica for $99 million.

Bebo -  DK Rating = D

Registered Users = 117 million
Alexa Ranking – 873

In 2009 AOL (then owners of Bebo) launched a large campaign targeting US Latinos with Bebo.  However, this site’s popularity is diminishing and overall Bebo is struggling. It was recently sold off  in June of 2010 by AOL who in their infinite wisdom (read other great AOL acquisition story)  reportedly lost $840 million on the site after owning it for only 2 years.   This is another site we found to be of limited use to marketers. It looks and feels very similar to MySpace. One bright spot is that you can create group pages for your firm.

Related Articles:

How Fortune 1,000 Brands Engage Spanish Speaking Facebook Fans

Why Firms Need to Market to Hispanics

None as well developed as Facebook or even twitter. However, as the sites evolve it may be beneficial to get in early

HI5- limited use. You can purchase advertising. There are some company profiles but most seem to be/are not official

-layout similar to myspace

-Alexa- 89

Orkut- you can create communities for your business, you can advertise on it as well

- Wall like fb you can post on

- Join communities and have friends

- Alexa 65

Sonico- ex: can create public pages

-seems similar to fb

Alexa- 798

Bebo- can create groups

Alexa- 873

- Looks and feels very similar to myspace

*** hows it work is there a wall do you send messages etc.

What to Read from the Top 2010 Hispanic Online Marketing Reports

June 15th, 2010

Since there are already too many 40+ page reports out there instructing marketers as to where the opportunities lie in engaging with Hispanic consumers, we’re here to make it easy.  This is our analysis of the 3 most current free Hispanic Online Marketing reports; the 2010 US Hispanic Social Media and Marketing Overview, the 2010-2011 Hispanic Social Media Guide,  and the 2010 Hispanic CyberStudy.  They each have their own strengths and weaknesses and we have ranked them in the order that we recommend them to a marketer with a limited amount of time for research on the Hispanic Consumer.

1. 2010 US Hispanic Social Media and Marketing Overview

This was our favorite report and a clear case of why not to judge a book by its cover. While the title page and overall design may look a bit like a 12th grade History Paper, this report is full of useful statistics as well as qualitative data from industry experts that make it a good read. Recommended reading includes:   “The Latino Research Story” (pg 9-10), “Who’s Best to Handle it All” (pg 21-23), “The Pan Latin Connector” (pg 33-34) and “Expectations, Propositions, & Future Thought” (pg 35-39).

2. 2010 Hispanic CyberStudy

This is the shortest and most visually attractive by far of the three studies, you can actually get through the entire report in about 15 minutes. The focus of this report is on internet usage by Hispanics and it breaks the Hispanic population down by level of acculturation and details the language and usage preferences of those groups.  While it does not have the sheer amount of information as the other two studies, we found it to be very educational and succinct.  Must reads include: “American Yardstick” (pg 15), “Young Hispanics” (pg 11), “Technology Leaders” (pg 15), and “Life Stages” (pg 22-26).

3. 2010-2011 Hispanic Social Media Guide

This report reads like a conglomeration of differing opinions from a multitude of firms in the Hispanic Marketing industry.  So if you are looking to shop a number of these firms, you can find plenty of advertising and contact info in this report.  Besides that, the only articles that I would recommend reading would be “How to Build a Hispanic Online Community” (pg 19-22) and “How to Effectively Work with Latino Bloggers” (pg 24-26).

There is a notable lack of quantitative data as the first graph doesn’t show up until page 27 and it is borrowed from an eMarketer Ad of their own report.   Additionally, a majority of the other statistics found in this report are copied over from the Hispanic Cyber Study Report described above.

All three of these reports bring something a little different to the table while educating the marketer looking to engage Hispanic customers.  Hopefully this guide saves you a little bit of time in trying to read all three.