Hispanic marketing ain't what it used to be. Spanish language media is no longer the exclusive territory of a consumer that now straddles across media and language. Long gone are the days where Latino consumers could be put into a box. And social media is the most vivid example of how Latinos put content preferences first and language second.
What Clients Want
When it comes to how to target Latinos via social media, there's not a clear approach. And many times, brands fall into the temptation to put Latinos into a box.
These temptations normally come in one of these forms:
Unfortunately, this is not aligned with consumers' expectations. Latinos want to be part of the overall conversation and not isolated. No one wants to go to a big party (your brand's main Facebook page) and have to be segregated (the Hispanic tab).
Also, these approaches can create negative reactions from your non-Latino visitors as you can see in the example below.
In the Beginning It Was the Strategy
Here are some thoughts for brands that want to leverage social media to target Latinos.
An interesting example is "Madres y Comadres," a miniseries developed by Kmart that focuses on the challenges that Latino moms face raising a family in America. The webisodes are styled to resemble a mock telenovela and are in Spanish. Yet the interaction on Twitter happens in both languages. Kmart also has a Hispanic presence on Facebook with the Smart Latina fan page. In this case, the conversation is basically in English.
Latino Social Tips
Social media is still a new discipline. We are all learning on a daily basis. And this is even truer for using social media to target Latinos. The following are some learnings from working with different brands.
At the end of the day, what's important is not alienating anyone from the conversation and making sure that everyone has the opportunity to engage with the brand. The language of social media doesn't understand the need to put consumers into a box.
This column was originally published on Sept. 27, 2011 on ClickZ.
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Gustavo Razzetti is EVP, Managing Director of Lapiz, the Latino shop of Leo Burnett. He has 20+ years of experience in integrated marketing communications in U.S. and Latin American markets.
A change agent, with the expertise of transforming agencies into digital at the core shops, Razzetti has become one of the leading voices when it comes to understanding the new market dynamics of US Latinos.
Former Chief Strategy & Engagement Officer at Grupo Gallegos, president of GlobalHue NY and CEO of Euro RSCG Latino. Razzetti's career is marked by extensive experience working with top consumer brands such as Comcast, Walgreens, Verizon, NestlÃ©, Chivas Regal, General Motors, Coca-Cola, and BBVA, and 200 others. He also served as CEO of Euro RSCG both in Puerto Rico and in Argentina. Prior to that, Gustavo was CEO and founding partner of WhyNet - the no. 1 interactive agency in Argentina.
Strategist by conviction, digital pioneer by choice, leader by evolution; Razzetti has received recognitions that include Effie awards, Gran Prix AMBA, Euro RSCG's CBI Award, and Strategic Planning Director of the Year, McCann Erickson. Many of the campaigns he strategically led won Cannes, Clio, New York Festival, London, and FIAP awards, among others.
On a personal note, Gustavo loves scuba diving, bicycling, gourmet cooking, and fine wines.