Developing A Multicultural Facebook Branding Strategy

Jan 08, 13 Developing A Multicultural Facebook Branding Strategy

Marketers struggle to find the best ways to use social media as a branding tool. With social media use rising among all demographics, shifting brand campaigning to these platforms is increasingly important, especially for marketers targeting a Hispanic audience who average 4.0 hours per week on social networks. Non-Hispanics fall below them at 3.7 hours per week.1 Though Hispanics spend more time on social media sites, Hispanics surf the web almost three hours per week less than non-Hispanics.1 This means that proportionally, social media is far more impactful to Hispanics than non-Hispanics, making these platforms essential marketing tools for this audience. Hispanics are most drawn to Facebook: 60.7 percent log in at least once per day and 73 percent log in at least once per week.2 No other social media network comes close to such high Hispanic usage percentages. Marketers must realize that social media is the future of marketing to Hispanics, and brands will have the best chance of reaching Hispanics through Facebook (see charts below).

Many brands have attempted the social media transition, but few have optimized success. A fine line separates marketers from using social media “the right way” and “the wrong way”. Marketers have many factors to consider when starting a social media campaign aimed at this fluid market. If successful, marketers will reap the rewards of $1.5 trillion in Hispanic buying power projected within the next five years.3

In this four-part blog series, we will outline the eight steps to successfully integrating a Hispanics branding campaign into Facebook.

Part One of Four: Developing a Multicultural Facebook Branding Strategy

1.  Define and research your audience.

Define your target audience for your product and identify the products and services that your Hispanic market segment needs or wants. Note: simply identifying a target group as “U.S. Hispanics” is too broad and leaves a large margin for error. Successful Facebook pages are geared toward a smaller, more specific audience.4

As the U.S.’s largest minority segment, Hispanics share many similarities but they are also very diverse. Consider these elements when defining your audience to form a strong targeted marketing/brand message via Facebook.

* Heritage/Country of Origin: When posting content in Spanish, remember that word choices and dialects can vary regionally and by country.

* Location: Where they live in the U.S. can determine product usage, interaction with other Hispanics, consumption habits, etc.  It might be helpful to start with a regional brand page and build from there.

* Age/generation: Culture and tradition is always important to Hispanics, but at varying degrees depending on their age and generation. Be sure social media campaigns and content reflect the cultural values of their targeted consumers’ generations.

* Language preference: Discover which language the target group prefers. Hispanics usually have a preference even if they are bilingual, but some market segments prefer a combination.

* Interests: Determine which cultural aspects or topics appeal most to your target market.

* Sociocultural/ income level: This is a good gauge of what your audience will buy and how much they will be able to pay for a product or service. If they can’t actually afford the product, all marketing efforts will be worthless.

* Acculturation and assimilation: Create a marketing strategy to fit their levels of acculturation and assimilation based on their culture or values they’ve given up/adapted and/or retained/rejected.

Consumers’ needs and interests drive the content, so learn as much about them as possible before attempting to appeal to them. Without researching your audience, you might end up making assumptions or generalizations that don’t actually apply, thereby turning them off from your page and brand (possibly forever). Consider available tools to aid Hispanic target group research.

To supplement this research, Facebook released “Page Post Targeting,” allowing marketers to utilize specific characteristics of users to target audiences. With this tool, the administrator can choose who sees each of their posts according to certain variables.  This tool can be especially helpful to brands with large Facebook following but beware: Page Post Targeting is not a replacement for a carefully defined audience. Having 16.7 million Facebook-using Hispanics at your fingertips is certainly mouth-watering, but don’t bite off more than you can chew.5

“Profiles only tell you so much: single, married, teen, senior, Honey Boo Boo-liker, but marketers still have to go beyond that,” said George L. San Jose, president and chief creative officer of The San Jose Group. “Social media isn’t necessarily the place to learn about lifestyle differences, but a place to utilize them. This leads consumers to relevant brands.”

Bottom line, there is no way to easily reach every Hispanic that you want to like your product or brand. Marketers have to use multiple avenues to listen to their consumers in order to increase brand awareness.

Strategies to successfully develop a multicultural Facebook brand page will continue in parts two through four of this blog series.

Sources:
1. http://www.emarketer.com/Article.aspx?R=1009457
2. http://www.biginsight.com/news/reports/big-ampulse87-feb12-1.pdf
3. http://www.nationaljournal.com/thenextamerica/demographics/buying-power-of-hispanics-worth-1-trillion-report-says-20120508
4. http://www.mercurymambo.com/2011/12/hispanics-spending-more-money-online-than-non-hispanics/
5. http://blog.usamp.com/blog/2012/04/11/infographic-hispanic-social-media-habits-and-privacy-concerns-study/

Cover Photo Source: Twin Design / Shutterstock.com

2 Comments

  1. When are the next parts coming? This is great stuff!

    Sy

    • sanjoseadmin /

      Sy, thank you for your interest in our “Developing A Multicultural Facebook Branding Strategy” blog post. Please look for parts two through four in future blogs.

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