World Cup top sports marketing event of the year

With the 2010 World Cup creeping closer and closer, major brands have already launched campaigns to associate their image with what is being called the top sports event by some companies. The other day, AdAge posted an article about what marketers are doing on a global scale around the World Cup. One of the most interesting aspects of the article is the different approaches corporate marketers are taking to what is clearly a global event. Coke has developed a completely integrated campaign across all countries, whereas McDonald’s is doing what is likely to be hundreds of local marketing activities, not necessarily tied to one global campaign. It’s an interesting debate, especially when looking at the situation in parallel with marketing to the multicultural audiences of the U.S., and the various approaches towards balancing a cohesive image with relevant, customized approaches. Which approach do you think will work better? Cover Photo Source: Flickr user...

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Latinas using social media

Sophia Mind released an interesting study about Latinas’ use of social networks that once again reinforces some key issues to consider when reaching out to online Hispanics. First, some key stats: 80% of women surveyed use the Internet more now than they did two years ago. 85% of Latinas surveyed in the U.S. regularly visit social networks. Only 21% of these women feel that social networks meet their needs as Latinas. Main missing elements included a greater sense of a Latina community and more relevant content. 95% of women surveyed in the U.S., Brazil, Argentina and Mexico state staying in touch with family & friends as an important use of social networks. In addition, U.S. Latinas also use social networks mostly for sharing pictures and videos, and looking for discounts. They use social networks much less for their professional lives than the women in Mexico and Argentina, for example. Among U.S. Latinas, Facebook is the most accessed social network (92%) with MySpace (35%), Twitter (26%) and LinkedIn (14%) trailing considerably behind. Similar to what AOL’s Hispanic Cyberstudy showed, the number of Hispanics online is growing and these users are actively participating in social networks. However, the lack of relevant in-language content online is also a growing concern. I’m eager to see how different media entities will find ways to better serve this important demographic. There already exist some sites that are working to provide more Spanish content, from Vida y Salud to Todo Bebe. However, there’s an opportunity to provide more depth and variety of content that goes beyond the typical baby, health & recipe info found on most sites. And the second challenge is finding a way to encourage a stronger community to grow around these topics and forums. Based on the initiative that many media companies are taking to develop niche, lifestyle-driven content in the general market, it seems that some of the leading Spanish-language media entities are in a good position to continue expanding their online presence by leveraging already well-known personalities and experts to build a...

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Taking online social strategy to the streets

PR Week posted an interesting “Master Class” topic the other day, dealing with the integration of offline experiences and social media campaigns. I’m personally very passionate about this topic, because I believe it’s important to think about how your online campaign will be able to connect with your target audience in the real world. Where are your target social circles? Toby Srebnik makes an important point when he says, “The social part of social media is too often forgotten.” I completely agree that it’s crucial to consider the social aspect of a social strategy – it’s not about the technology, it’s about the connections. If you’re looking to leverage social groups and personal relationships, where are these social circles? Are they online on a Facebook group? Are they offline at the local beauty salon? Are they parents in a PTA group? Are they gamers in an online forum? Clearly, some social groups congregate online, and others meet in the social media/online world. I’m not saying one is better or more powerful than the other, but it’s an important distinction to recognize. For the Hispanic market this is especially important. There are great opportunities to leverage a social strategy in this market, but that doesn’t mean that your target audience is always already online, talking about you. Identify where your target is meeting and talking, and then you can think about the role of an online component, whether it be leading, secondary or nonexistent for the moment. Motivating offline participants Another great point in the article is how to take a real-world experience and provide a compelling reason for participants to talk about it online. Part of this goes back to understanding the audience you’re targeting – do they already share their experiences online? Do only certain members of the group participate in online forums? Again, even if the group you’re talking to and connecting with doesn’t traditionally participate in social media or other online channels, give them a reason to if it really makes sense. Provide...

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