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JDAnewSMpic-1Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research offers an analysis of the Presidential campaign’s social media outreach to Latinos.  The campaigns who do well with Latinos on social media have significant amounts to gain.  Latinos helped the Democrats keep the White House in 2012, with 70% voting for Obama. Around 27 million Latinos are eligible to vote this time, with an estimated 13 million expected to vote, an increase of 17% since 2012 (NALEO). Expect to see significant spend and innovation on social outreach to Latinos this election cycle.

Expectations are high around the Latino vote in the 2016 election. Around 27 million Latinos are eligible to vote, with an estimated 13 million expected to vote, an increase of 17% since 2012 (NALEO). Latinos helped the Democrats win the White House with 70% voting for Obama.

Getting the Latinos to the poll this election cycle is paramount. Yet, targeted outreach to Latinos, especially on social and mobile channels, could use more attention. 64% of Latinos recently polled by Social Lens Research via MocoSpace, a mobile gaming platform, haven’t had any contact with a campaign recently. This low engagement is surprising given that the MocoSpace community tends to over-index on social media and mobile usage. Even more interesting, the survey found Latinos more closely watching the election on social media [36%] than whites [31%] or African Americans [30%], highlighting a potential engagement gap by the campaigns.

A Quick Look at Social Efforts of the Campaigns to Date:

Social media can have large implications for political campaign messaging and candidate perception. For example, Hillary Clinton’s campaign tried to engage Latino Millennials by comparing her to “your abuela,” and the social media community revolted. #NotMyAbuela and #NotMiAbuela hashtags developed, articles in NY Times, Slate and others picked up the anti-abuela campaign, and weeks later, the two hashtags continued to be used by Latinos who don’t support Clinton.

64% of Latinos haven’t had any contact with a campaign recently.
Not many Latino marketers including myself can say we have never tried the abuela angle but it’s much more powerful and way less risky when you have real abuelas involved versus trying to generically speak for them.
The good news is that Hillary Clinton’s social media efforts seem to be transitioning. There was a marked shift earlier this year by the campaign to bring in real voices that could help represent Hillary Clinton better. One great example leading up to the South Carolina primary, showcased the mothers of African Americans killed by police, adding authenticity and credibility to the outreach efforts. It appears to have paid off with higher than expected turnout and share of African American votes. Imagine if Hillary’s campaign would have done the same with real abuelas and Latinos?

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To connect more effectively, Hillary Clinton has been using more authentic, in-the-moment photos – that are moving in the right direction.

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I also really liked the Dump Trump Geofilter on Snapchat put out by Priorities USA Action, a pac backing Hillary Clinton.

Meanwhile, Bernie Sanders has been mainly sticking to the issues with many direct quotes and videos from his speeches and rallies.  Bernie also started well on Snapchat back in November with an adorable grandpa-like post “what is this Snapshot thing and why do I only get ten seconds?” I am not sure if he actually came up with that but it feels like he could have. Since then, the Bernie camp have also done some clever Snapchat geofliters  to get out the vote.

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Sanders’ strategy seems to be winning on being able to reach younger Latinos who are happy to volunteer and create content for him, checkout Latinos for Bernie on Facebook.  Millennials are also helping to sell “El Bernie” to their parents and grandparents. Given that Millennials are close to 50% of the Latino vote (Pew), the youth vote will be critical.

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It’s considered unlikely that Bernie Sanders’ social wins will translate into a Bernie win, but a lot can be learned from his campaign’ s reach and engagement success with Millennial Latinos.

On the Republican side, let’s just say it’s been more about alienation than outreach to Latinos. Trump has dominated by using his reality star status, sharp anti-immigrant rhetoric and loyal fans to use Twitter as a personal broadcast tool to dominant the news and get coverage. Trump’s social efforts and huge in-person rallies have taken down the much more experienced, well financed and establishment candidate, Jeb Bush, and made him the forefront leader.  What’s unclear is whether Trump’s unfiltered ranting will translate to a wider appeal for the general election.  The rest of the Republican pack doesn’t really stand out in their social outreach efforts.

Overall, it’s been a wild ride with social being used by non-established candidates to build a base and following—something no one predicted on either side.

Getting the Latinos to the poll this election cycle is paramount. Yet, targeted outreach to Latinos, especially on social and mobile channels, could use more attention.

What’s coming next? Honestly, who knows! We do we see a few potential opportunities for campaigns to increase their Latino engagement efforts from the MocoSpace community check-in:

  • Latinos Prefer Live Candidate Interactions: Asked how candidates could better connect to them and their friends, live Q & A on social media was most popular [35%] with Latinos, followed by live events with the candidate [34%].
  • Alternative Media Offers an Opportunity for Campaigns: Interviews with non-traditional media [bloggers, YouTube stars] scored well with Latinos [32%].
  • Optimize Social Media Messages for Mobile: 59% of Latinos think candidates should use social media mobile messages to reach them.  Latino interest was much higher than Whites at 53%.
  • Voter Registration Outreach Needed By Many Latinos: A quarter of Latinos polled are unregistered or unsure of their status.  Some [13%] say they plan to register. Another 15% are eligible but unsure how to register, not clear on their registration status, or have difficulties registering. Resolving these issues with them would benefit candidates.

Whether you are involved in politics or not, it will be important to watch campaign tactics as you can expect significant digital outreach spend and innovation regardless of who wins.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

imagesSouth by Southwest 2015 (SXSW) recently took place in Austin, Texas. The SXSW Interactive portion of the program is a bit like spring break for technologists, interactive content producers, and digital marketers. The technology, creative campaigns and startups who receive attention at SXSW are usually good indicators of the important trends to watch in the coming year. Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research, spotted two of those key trends for 2015.

Here are two key trends for marketers to watch carefully:

  • The Ongoing Evolution of Social

Social messaging had a big year in 2014 with SnapChat becoming a hit and WhatsApp selling to Facebook for $19 billion. But the Meerkat app, a simple live streaming app, proved there is still space for innovation in social media, especially when it involves video and mobile. The Washington Post offers one of the best overviews of what exactly is Meerkat here.

The app gained more than 120 million users, was closed down by Twitter and raised 12 million all within three weeks of launch. The Meerkat app quickly became a must- use tool among SXSW influencers. Pete Cashmore, the founder of Mashable, helped fuel the craze by live streaming with the app at SXSW.

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Is Meerkat an early winner in social live streaming or a short-term fad? Time will only tell. But given users’ large appetite for both live sharing experiences and video, it stands to reason that apps that combine the two will be a safe bet.

  • Brand-funded content raises the bar:

SXSW 2015 experienced an infiltration of branded interactive content Shark Tank-like competitions such Vitamin Water’s Project Hustle and Mastercard’s Priceless Elevator Pitch offered startups opportunities to pitch concepts, win prizes and crowdfund projects.222

Cisco premiered Detected, a documentary about a connected bra that offers early cancer detection. Pepsico, the official SXSW soft drink, offered a Mountain Dew skateboarding virtual reality experience with top skateboarders. One of my favorites brand activations was Mophie‘s use of Saint Bernard rescue dogs to rescue attendees with low batteries via tweets.

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Media Post presented OMMA SXSW, a conference within a conference for digital marketers, extending their event to two days in 2015.

These are just a few of the wonderful examples of immersive brand experiences at SXSW. Expect to see more brands take their content to the next level with immersive experiences, creative partnerships, and high-tech components.

Want to learn more about SXSW 2015?

Mashable did a great round-up on top tech trends. Sprinklr highlights top insights. And OMMA SXSW has made all their talks available online.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

 

JDAnewSMpic-1Last week Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed ways through which marketers can leverage their presence in Twitter and Snapchat. In the below article, Diaz-Asper takes a look at YouTube and Instagram and the role they’ll play in reaching Hispanic audiences in 2015.

YouTube: Video is king!

YouTube has become, and will increasingly be considered, key to Hispanic marketers’ social efforts. Consider these stats: Hispanics reportedly spend more time watching videos (over 90 minutes more) than other online users (Nielsen report); and with over 100 hours of videos uploaded to YouTube every minute (YouTube); that adds up to a lot of viewing potential.

In a recent Think with Google Report, Google offers a good look at how Hispanic Marketers are using video and especially YouTube to reach Hispanics. One great example is Universal and their Hispanic channel that offers bi-lingual, Spanglish and culturally relevant content that goes beyond the trailer-only Spanish translations that are fairly typical. It’s working! The Vin Diesel’s Spanglish introduction of Fast Five has received over 5 million views.

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Collaboration with Hispanic YouTube stars is also on the rise. Not surprising given that YouTube has already had some major Hispanic breakout stars, many more are signing with brands and have become well-known celebrities. Bethany Mota is what you can call a YouTube “It Girl” with over 8 million subscribers to her channel. She is a Latina with wildly popular shopping hauls, make-up and decorating videos who has an Aéropostale clothing line which was launched last Spring complete with an envy-worthy road tour bus. Recently, Mota even interviewed President Obama in the White House East Room after the State of the Union address.

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Becky G got her start on YouTube after posting videos of her covers of popular songs. She is now topping the hit charts, having performed at the Teen Choice Awards and stopping by the Ellen Show to perform. Recently she became a COVERGIRL and has created some really entertaining content like her video with three moves from her Shower video that can be used at parties.

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Brands aren’t only focusing on the mega-YouTube stars either. Multi-channel networks like MiTu, who has over 6 billion views across its network, is a big player in the branded YouTube space for Hispanic stars. Just recently they signed a deal with Makers Studio, backed by Disney, to create branded Spanish and English language, short-form entertainment aimed at Millennial Hispanics. One of my favorite YouTubers, El Guzzii, is on their roster where he makes fun, super simple recipe videos in Spanish.

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I believe we’ll see an increase in in Hispanic branded content deals on YouTube this year. There are many untapped opportunities for brands to reach-out and work with Hispanic YouTubers who are already talking about their brand, especially in the Food and Beauty space.

Instagram: Virgin Territory for many Marketers but Teens love it!

Hispanic Marketer’s use of Instagram is still emerging. Even some of the most active marketers still aren’t including Instagram in campaigns or have active accounts. We can expect to see that change over the next year.

Instagram, which has helped selfies to become a rite of passage for Hispanic teens everywhere, grew among online Hispanics from 23% in 2013 to 34% in 2014 (Pew). Even though it’s not uncommon these days to see abuelas taking selfies, Instagram remains mostly for younger demographics (53% of 18-29 year olds). Hispanics on Instagram are making their mark with accounts such as: Being Latino with 265K followers; Latino celebrity accounts, PitBull at 1.7 million followers, and Selena Gomez at 21.7 million; and hashtag, #latina, have received more than 3 million posts.

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We’ve started to see more brands extend their social marketing efforts to Instagram especially when it comes to blogger engagement. To get a good feel of these campaigns check-out  Latina Bloggers Connect on Instagram which consistently excels in creating great content.

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It’s no surprise that brands would leverage Latino celebrities to build Instagram channels. A great example is Toyota’s leverage of Willam Levy for it’s #GranDecision campaign which has short videos where users can help choose a path for Levy. One image on Levy’s account received over 47K likes.
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Given the growth of Instagram among Hispanics, you can expect to see more Instagram efforts. Advertising on Instagram is in its early stages but as it becomes more robust it will likely accelerate and be included in more and more social campaigns.

Concluding Thoughts

We can expect to see a lot more investment in social in 2015 with up to 70% of marketers expected to increase social spending.. Hispanic marketers should look at extending campaigns to new platforms and building campaigns for new channels, especially Instagram with the added investment. Investing in engaging content and collaborating with influencers who truly understand these channels will make Hispanic marketers stand-out and experience greater success.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

JDAnewSMpic-1In the first of two Thought Leadership Articles, Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research, explores the dynamic development of Social Media properties and how marketers should best take advantage of them. Today she looks at Twitter and Snapchat.

A new generation of highly social and mobile users has been reinventing the ways social media and messaging tools are used. Marketers targeting younger audiences (almost anyone under 35) need to rethink how to build effective campaigns that will reach this audience. Given an estimated 61% of Hispanics are under 35 (Census), understanding shifts in social usage among younger social media users is critical for Hispanic marketers.

While Facebook continues to dominate the social space with 71% of all online users and 73% of Hispanic users (Pew), its growth has stalled at 73% over the last year. Other platforms are gaining traction among Hispanic users, especially younger ones. Hispanic social marketers who have focused mostly on Facebook have begun to extend efforts to other channels.

In this article, I take a look at Twitter and Snapchat and what marketers can expect in the role they’ll play in reaching Hispanic audiences in 2015.

Twitter: Need to Add a Hashtag!

Twitter has started to tout their multicultural numbers. They even hired multicultural strategist, Nuria M. Santamaría, in November 2014 to lead efforts to target black, Hispanic and Asian-American users.

Twitter represents 23% of online users and has experienced strong growth among Hispanic users up from 16% in 2013 to 25% in 2014. Most Hispanic social campaigns now involve a hashtag and are promoted on Twitter. Hispanic marketers are engaging influencers, mostly Latina bloggers with sponsored post campaigns and Twitter parties with prizes and celebrity guests. A good example of the Twitter party trend are the parties hosted by the Latina Mom Bloggers team who frequently offer weekly parties with top brands trying to reach Latina moms.

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Live events are also big opportunities on Twitter to engage Hispanics. Take a look at the #latinGrammy for a recent example. Inviting top influencers to attend and cover events has become standard practice. You can usually find Lynn Ponder of Web City Girls on the red carpet or at press events.

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Twitter has added more robust ad formats that make it possible for marketers to more effectively target Hispanic audiences. You can expect to see more brands opting to include Twitter in their social campaigns.

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Snapchat: Reach a Younger Audience

Marketers should also keep their eyes on messaging app Snapchat, which is extremely popular with the under 18 crowd, over 100 million monthly users and 71% under 25. I haven’t seen great numbers on Hispanic users but given the percentage of teens that are Hispanic it’s fair to assume that we’ll begin to see more adoption.

Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed. Love these quotes from a Pew focus group:

Female (age 13): “And [Snapchat] it’s really fast like if you sent it over a text it takes like two minutes to load.”
Female (age 16): “Yeah, [Snapchat] it’s faster. And you can use Snapchat at school with the school’s website – because I have the basic phone, I use my iPod.”
Female (age 13): “[Snapchat] It’s really great. I have to admit, it’s better because I could pick the most embarrassing photo, and know that they’ll [the recipient will] see it for 10 seconds, and then I’m done.”
Female (age 17): “ And it’s just kind of fun. Because it’s like texting, but you get to use your face as the emoticon instead of an actual emoticon.”
Female (age 16): “Well, because Facebook, everyone sees what I’m doing. But Snapchat is just to one person, unless they’re a jerk and they screenshot it and post it on Facebook. But mostly it’s just the person that you’re sending it to, so it’s like a conversation.

The platform makes sense for brands trying to reach the tween and teen segments. However, one big challenge with the network is that most communication occurs one to one and requires building content that will work in that context. A few brands have successfully reached users organically with behind-the-scene looks, content creator partnerships and contests. 12 Great Example of Brands using Snapchat, includes one of my favorites from General Electric who uses Snapchat to make science cool with a broadcast from Buzz Alrin and flashbacks to its role in the first landing on the moon.

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The first ad ever to appear on Snapchat was in October 2014 for a 20 second movie trailer for Ouija as covered by Adage.

Recently Snapchat received some backlash from outlets like Techcrunch for charging what many feel to be an exorbitant cost at $750k an ad.

Snapchat also just launched a new feature that will offer advertisers and brands a new way to reach its audience. Discover offers an entertainment hub from big media companies with content packaged for millennials with pre-rolls. Some of the partners include ESPN, Comedy Central, Daily Mail, Food Network, People, Yahoo News, National Geographic and Warner Music Group.

Given that ads are so expensive and are limited in targeting and metrics for now, it’s not surprising that most brands are opting for collaborations with top content developers or investing in creating their own Snapchat-specific content. Snapchat is growing and evolving fast so it’s definitely a platform that needs to be monitored closely by marketers.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

JDAnewSMpic-1Julie Diaz-Asper is Founding Partner & CEO at Social Lens Research.

Multicultural marketers have started shifting their ad dollars to mobile marketing.  Given that Hispanics are 10% more likely to own smartphones, spend 1.5 hours more time watching online video and are 11% more likely to access the Internet on mobile, it’s important that Hispanic marketers get mobile marketing right.

This month at #LATISM ’14, I moderated a panel on the important role content and social strategies play in engaging mobile-first and Hispanic-focused marketing efforts, as well as the types of messages that will be most effective.

Here are 4 key takeaways from the panelists:

1. A digital content gap exists

There’s a lack of compelling content for more acculturated or digital Hispanics.  Within the digital space, it’s challenging to find and reach this audience given the limited content that is exclusively created for Hispanics. A few start-ups have built businesses to address this gap, such as MiTu which is a Multi-Channel network who has built a Latino YouTube network and is creating web series with big players like Univision and Discovery Familia.

Ulysses Alvarado founded TuVisión Canal to fill the entertainment content gap for Hispanics. TuVisión is a platform dedicated to sharing content created by Hispanics for Hispanics.

There are over 528 million Spanish Speakers worldwide, which 259 million are currently on the Internet. Tech companies believe translating their interface will serve the need. We all know that is not true. To fill the void, Tu Visión Canal is committed to establishing itself as the new, worldwide voice for Latinos for sharing professional and user generated video, music, on-demand movies and community via our online and mobile interactive portal.
Ulysses Alvarado CEO & Co-Founder of Tu Visión Canal.

2. Companies need to translate ads for both culture and language

Companies are still relying too heavily on language translations versus crafting ads that resonate culturally with Hispanic audiences. Brands that invest in insight and understand Hispanics will stand out from the competition.

One great example is All State who leveraged research insights that showed Hispanics as being more inclined to blame bad luck or fate on accidents. All State casted a distinguished looking gentleman to “personify” bad luck in it’s Soy La Mala Suerte ad campaign. During the World Cup, All State offered fans an opportunity to send the rival team bad luck (watch promo here). This was a clever way to make the campaign more interactive, social and mobile friendly.

Culturally relevant digital ads are more appealing to Hispanic millennials. And because most Hispanics are highly engaged with mobiles and social media, it’s pivotal that brands add culturally relevant elements to campaigns in every kind of media platform. Crafting the right expressions, paying attention to nuances and variations of a language such as Spanish, looking for symbols that the audience can relate to are crucial elements to compete in a growing cross-cultural advertising market. Know the complexities of your audience.
Victor C. Soares, Editor, Sensis

3. Create engaging and rewarding mobile experiences

Mobile offers brands the opportunities to create unique, in-the-moment experiences. Mobile-dominant Hispanics spend many hours consuming content and playing games. In order to compete, ads will need to match the level of entertainment or value of offers (special deal, exclusive.)

MocoSpace got started in mobile before other social networks added mobile interfaces and has grown to 45 million users. 38% of their users are Hispanics and they have crafted social and immersive experiences to better reach and engage audiences.

We are certainly aware that our audience is highly engaged on mobile, and the Hispanic segment of our members really highlight all that you can do from your smartphone. Our members log in to play games and chat with their friends, but do not shy away from watching a video in a rich media banner, interacting with sponsored content, or adding a well-known logo to their collection of badges on their profile.
Allie Beauchesne, Director, MocoSpace

4. Analyze data to find opportunities:

Hispanics are leading mobile adoption for more advance purposes, from mobile commerce to running a business. Key opportunities exist to leverage niche uses to better target and reach this audience. Key to that is better understanding your niche target Hispanic and crafting messages that resonate.

With this growing world of data consumption and the analytics behind it, it is important to read between the lines to find these clues as to what resonates with the target community or demographic. Using a combination of cultural research, independent testing and data analytics will serve to communicate the message in a clear way to the consumer. Spanish is a language with many dialects, depending on the target audience, the marketer may want to consider the options in language and dialect.
Nydia Gutiérrez, associate, Dewey Square Group.

In the End: We are still in the experimental phase

The consensus of the panelists is that mobile is still in the experimental phase and that organizations will need to increase their investments in order to take full advantage of the opportunities that mobile provides.

Julie Diaz-Asper has spent more than two decades helping large organizations including American Express, Booz Allen and AARP innovate and pursue new market opportunities. In 2010, she launched GigCoin, the platform functions as a live panel facilitating on demand research for usability, surveys, niche community recruitments and social research contests. She launched Social Lens Research in early 2012 to offer more robust custom social research services including surveys for good programs, social research contests, mobile research and private community management. Since launching GigCoin and Social Lens Research she has worked with a wide range of customers including Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, Mobomo, CX Act, HITN, MocoSpace and Inspire.

The fireside chat conversation on the “Dynamics of Motion Picture Marketing and Multicultural Targeted Efforts” between Gilbert Davila, President & CEO of Davila Multicultural Insights, and Rick Ramirez, SVP at Warner Bros. Pictures was one of the highlights of Portada’s Evolving America Summit at Digital Hollywood.

portada-dh1Ramirez is part of Warner Brothers Pictures worldwide Marketing Department. As such he is responsible for overseeing specialized marketing efforts – Hispanic, African American and Asian American Audiences – for all features films released under the studio’s banner in the areas of creative advertising, publicity, promotions and interactive.  Ramirez has broadened the studio’s scope in the area of Targeted Marketing to now include  age, faith and lifestyle based efforts. In just a few short years, Rich has worked on more than 85 film release.

Rick Ramirez ‎-Warner Bros. Pictures
Rick Ramirez ‎-Warner Bros. Pictures

Ramirez emphasized that contrary to most other products and services when it comes to Motion Picture Marketing, there is no second chance to improve the marketing around a movie release. He said that Facebook, where Warner Bros. Cine has more than 2.1 million followers has proven to be a crucial marketing tool for Warner Bros. targeted marketing efforts. Ramirez emphasized that he has not used Facebook as a “hard selling tool” but as a way to enable the conversation about movies. While paid media certainly plays a role for Ramirez, influencers driven social media is very important.  “There are so many social conversations around movies”, he remarked.

Warner Bros. Cine Facebook page has 2.1 million followers

Advertising efforts

The Dynamics of Motion Picture Marketing and Multicultural Targeted Efforts
Gilbert Dávila and Rick Ramirez

“Advertising toward Hispanic audiences does not necessarily mean to be n Spanish,” he said. Ramirez mentioned an effort in which he recruited YouTube influencers that also were active in the Asian American and Hip-Hop space. The effort really became more of an Urban Marketing effort and advertising related to it was done in English.

The audience also enyoyed a related panel on “How to market to Hollywood’s most important audience the Hispanic moviegoer” moderated by Julie Diaz-Asper, Founding Partner/CEO, Social Lens with the participation of Jessenia Enriquez Garcia, Director of Channel Strategy, Lopez Negrete Communications, Nuria Santarmaria, Multicultural Strategy, Twitter, Allison Beauchesne, Director Sales, West at JNJ Mobile (Mocospace) and Teresa Garza, Founder, Checalamovie.net.

Twitter’s Nuria Santamaria noted that there are 200,000 thousand movie related tweets per day. She characterized Twitter as a “database of human thought” and highligted that one of Twitter’s offerings is “Movie targeting” which targets all people who made comments about movies. Santamaria added that “Movie targeting is one of the efforts that will make Twitter more granular going forward.. Lopez Negrete’s Jessenia Enriquez Garcia, who markets Universal Pictures movies, said that she expects more theatrical business clients marketing to multicultural audiences in the future. We sees these clients spending more in advertising across the roster and expanding into genres that have not been that typical up till now like drama.

Mobile, main channel for Hispanic Entertainment Consumption

Teresa Garza of checalamovie.net noted that unique content will continue to be a key differentiator going forward, while MocoSpace’s Beauchesne asserted that “mobile and more unique ways to reach audiences” will be big in 2015.

At a previous presentation on the Entertainment consumption habits of the Hispennial (Hispanic Milennial), Julie Diaz Asper said that 33% of Hispanics use “mobile media only” when consuming entertainment content and an additional 33% “mostly use mobile” when consuming entertainment.

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