Social media provides an extraordinary opportunity to establish consumer interaction previously accomplished only at point-of-sale purchases, consumer events or service calls. Conversations about your brand are already taking place online, and not just in English. It’s time to think about a culturally relevant social media approach.
According to many studies, social media usage by Latinos and other multicultural consumers is outpacing that of non-Latinos and has become a primary mode of communication and entertainment. Is your brand successfully engaging the more than 23 million Hispanics that are currently online?
Did you also know that:
- 66% of Latinos regularly connect to the Internet. (Pew Hispanic Center, 2010)
- When compared to the general market, Latinos spend more time on social media sites than their general market counterparts. Latinos are uniquely positioned to take advantage of social media because of their cultural disposition. (Korzenny/Kutchera, 2009/2011)
- Latinos and Caucasians who have similar socioeconomic characteristics have similar usage patterns for new technologies. (Pew Hispanic Center).
- 18% of Latinos online use Twitter (Pew Internet and American Life Project, 2011)
- 54.2 % of Latinos use Facebook regularly (Big Research, 2011)
- 71% of Asian Americans use Facebook at least weekly (Vernon, 2010)
- Asian Americans are the most active Internet users, consuming more Internet content than any other group, visiting 3,600 web pages in February 2011 – about 1,000 more than their counterparts. Although they watch the least amount of TV (3 hours and 14 minutes per day), they stream the most online video (The Nielsen Company, 2011).
- Social media networking usage has increased by 33% in the last year in South and Central America (Comscore, 2009).
- 82 percent of Latin American web users are engaged in social media. If we look at the level of adoption of social media per capita, Latin America ranks second only to North America. It also ranks as the highest-consuming blogs, with 61 percent versus a global average of 51 percent. (Synthesio, 2011). Social media helps U.S. Latinos stay connected with family and friends in their countries of origin in Latin America.
Whether it’s for a new product launch, brand awareness or a heated crisis, Mosaico develops social and digital media campaigns tailored toward your audience and objectives.
Practiced, on-camera media training prepares spokespeople for interviews and teaches them how to respond to difficult issues and questions. Media training also serves to fine-tune messages and synchronize leaders/spokespeople on specific messages they may be asked about in any given media situation. Our team has worked with the media for many years and provides training to help prepare organizations for the most challenging media questions.
Whether it is to promote a product, service, or a program, Mosaico can provide Spanish-language media spokesperson services to effectively communicate your company’s message in a culturally relevant manner. Market research shows that in order to effectively communicate with new immigrant communities, messages should be delivered in the target audience’s native language through a spokesperson with a common culture and tongue. Relying on the translation of messages developed in English can hinder the credibility of the brand in the eyes of Latino consumers. Mosaico has experience providing spokesperson services on top television and radio station affiliates in major Latino markets.
As the population of the U.S. becomes increasingly diverse, government, businesses and private organizations need to communicate to these multicultural audiences. We provide translation services as part of a comprehensive communications campaign by developing press releases, statements, talking points, letters and other press/public materials. Mosaico can translate written materials into several languages including Spanish, Portuguese, Chinese (Mandarin, Cantonese), Korean, and Tagalog among others. Mosaico’s staff also takes into account the different dialects used by individuals from different countries. Our team is well versed in the different variations of the Spanish language to ensure that messages are communicated effectively.
Mosaico raised awareness for the company’s CSR program, Food 4 Thought aimed at helping predominantly Latino families. More >>
Mosaico’s Dile No a la Hinchazón program successfully maintained brand preference among Latino consumers. More >>
Mosaico helped grow awareness among U.S.-based Mexican consumers for the fastest-growing online money transfer company. More >>
Mosaico publicized the opening of a subsidiary for the physician group that provides a comprehensive range of medical services related to the prevention of various cancers. More >>
Mosaico helped raise the profile of a large independently-owned confectionary manufacturer in the U.S. among consumers and Latino supermarkets. More >>
Mosaico helped set the record straight, ensuring goodwill in the community after a tragedy in a residential complex. More >>
[Background image captures artistic spirit of San Francisco’s Mission district.]