latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Wednesday, November 23, 2011

Value of Facebook fan to a business? $10/each

A new study looked at more than 5 million Facebook ads placed by 50+ clients from May-September of this year, the study looked at the cost of acquiring new fans, and what it took to get them to perform a desired action.

In calculating the value of a Facebook fan, the study found it to be $10 per fan, assuming a constant cost-per-click of $1.

The article states that fans, unsurprisingly, perform desirable actions such as installing an app, voting in a contest and making a purchase at a much higher rate, and it's significantly cheaper to prompt them to do so through advertising than it is to prompt non-fans.  Specifically, fans are 291% more likely to engage with a brand than a non-fan.

Facebook fans are more likely to engage in deeper actions. Source: SocialCode   

Friday, November 11, 2011

Online Hispanics Have A Hard Time Finding Health Information In Spanish

"When it comes to being healthy, Hispanics have several things going against them: language and cultural barriers, lack of access to preventive care and lack of health insurance. But there is another, lesser-known barrier that prevents them from living healthier lives: lack of online health information in Spanish." So says Lee Van in his MediaPost article about the lack of Spanish-language health content.

In the past 12 months, usage of health websites skyrocketed among the bilingual and Spanish-preferring online Hispanics. As a result, more than half of all online Hispanics visits a health site each month.

Growth in health site visitation by segment September 2010 - 2011
English Preferring: 25%
Bilingual: 47%
Spanish Preferring: 35%
All Hispanics: 32%

Percent of given segment that visited a health site in September 2011
English Preferring: 53%
Bilingual: 52%
Spanish Preferring: 51%
All Hispanics: 52%

This article ties back to what I wrote about in January 2010 after the release of the AOL Cyberstudy, which pointed out that Hispanics recognize the disparity between the availability of English and Spanish-language content. They perceive English sites as more comprehensive in part because they know the Spanish content is not.

Further, the study showed that Hispanics often prefer English content and mistrust Spanish content because Spanish-language sites are often little more than literal translations of English content. In fact, only 3% of respondents found Spanish sites more trustworthy and useful than those in Spanish.

The only way to overcome this challenges is to offer relevant, comprehensive and trust worthy health information in Spanish.  As Lee points out at the end of his article, there is a clear demand for Spanish language health information online and relatively few companies providing it.

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Thursday, November 10, 2011

U.S. Hispanics More Receptive to Ads

Research shows that U.S. Hispanics are more responsive to ads than non-Hispanics, especially when the creative celebrates cultural sensibilities, according to an article in eMarketer reporting on new advertising research study by comScore.
In other words, being culturally relevant and not just focusing on language preference makes the difference.  This is an important consideration as Hispanics, the nation’s fastest-growing population, will spend $1.48 trillion in 2015, according to data from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business.

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Monday, November 07, 2011

Moving Beyond The Hispanic 'Right Spend' Argument

How much should a company allocate for the Hispanic market?  The Association of Advertising Agencies says it's 14.2%.  But, is that a number that can arbitrarily used across the board?  I've said no for quite some time. Instead, I've always advocated that the "right" spend should link, if nothing else, to a company's actual customer base that is Hispanic.  In other words, if your target market is 40% Hispanic then your budget allocation should be 40% or close to 40%.

Here is an article from Jose Villa that takes my argument into a few more specific, and relevant, areas.  He argues, correctly, that the AHAA number not only can't be applied as a macro approach but also that the recommended percentage only focuses on Spanish-language paid media.

Perhaps that's the right number if on top of that you add, as Jose says, earned media (i.e. public relations, events social media, etc.) as well as "owned" media (i.e. in store).  Perhaps.  But there is a danger, and ultimately a diminishing return on an association like AHAA, if we as an industry start settling for a "magic number."