Hispanic Social Media Listening - presented by DK Web Consulting

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The Hispanic conversation is happening right now online via social media and blogs. What do Hispanic consumers say about your brand. See what actionable results you can provide quickly.

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Slide 1

Hispanic Social Media Listening

Services of DK Web Consulting

Eric Diaz

Principal, DK Web Consulting

Overview

Methods

Deliverables

Reporting Frequency

Contents

The objective of social media listening is to provide

the client with a robust view of what the Hispanic

conversation revolving their brand was all about.

This will include conversation on Twitter, Facebook,

and highly influential blogs used by both English and

Spanish speaking Hispanics

Overview

Software analysis tool: Crimson Hexagon

Date range: Any date range after January 1,

2010

Voices Analyzed: Spanish Dominant Hispanics

and English Dominant Hispanics

Methods

Volume of Conversation

Conversation Drivers

Ad campaign, event

analysis

Competitor analysis

Leading sources

Deliverables

Influential fans & followers

Verbatim and trends in

conversation

Sentiment analysis

Ideas that spark

Opportunities

Example used for illustrative purposes:

FreshTaste Cola

Fictitious Brand Example

Which ad

campaign, event,

or new product

line generated the

most

conversation?

Volume of Conversation

What trends can

be found in what

was discussed

about the

FreshTaste

brand?

Conversation Drivers

Which ads and

events sparked

the most positive

sentiment

engagement

online?

Ad Campaign & Event Analysis

How is FreshTaste

regarded amongst

its peers in the

beverage aisle?

Competitor Analysis

FreshTaste or Inka Cola? El Inka! Viva Peru! - @JessEVamp:

Quiero mi six de FreshTaste eh cabron

nada de pepsi ni esas

basuras @MiguelCampoB:

On what forums do

people talk about

FreshTaste products

and the brand? How

can these channels

be leveraged?

Leading Sources

What are

people

actually

saying about

the brand?

Individually

and as a

group.

Verbatim & Conversation Trends

FreshTaste + Doritos = Madrugada feliz! :D - @HeinrichKohler

Quiero unasfreshtaste congeladas

! - @Soda_Sterio

Positive

sentiment in the

General Market

does not

necessarily mean

positive sentiment

among Hispanics.

Sentiment Analysis

Who are the

leaders of the

conversation that

FreshTaste should

communicate and

engage with?

Influential Fans & Followers

Based on our

observations,

what ideas can

we propose to the

FreshTaste

campaign?

Ideas that SparkThe younger audience is very

engaged with our T-shirt

giveaways.

Idea: Perhaps we can tailor a

T-shirt promotion specific to

students on major campuses?

In what areas is

there more that

FreshTaste

should be

pushing ahead

in?

Identify Opportunities

There are many homemade fan

videos with our brand popping

up on YouTube. Why dont we create a promotion on

Facebook encouraging them to

share these videos on our page

for possible prizes?

Reporting Frequency Options

Reports can be provided in several frequencies

MONTHLY the ideal frequency as the brand is provided

with timely audience feedback enabling them to make

strategic decisions resulting in higher engagement

QUARTERLY provides the brand with a thorough

analysis of recent promotions. Not as current as a monthly

report but still an actionable analysis

Read our Hispanic Marketing Blog

Become a fan on Facebook for timely Hispanic

Marketing tips