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  • These Are the Social Platforms Most Important to Hispanic Consumers

    Posted by on October 30, 2017

    There’s no question social media is an important channel for engaging Hispanic consumers. According to recent research by Viant, nearly 50 percent of Hispanic shoppers reported they had either discussed a brand online with others or used a brand’s hashtag in social messaging (this compared to 17 percent of non-Hispanic shoppers).

    Analyzing social media habits by channel, Viant said Hispanic Millennials are more active on Twitter and Instagram compared to non-Hispanic Millennials. However, the amount of time spent on Facebook is relatively similar between the two groups.

    Another platform that should not be discounted is video. In its report How Hispanic Consumers Engage with YouTube, Google shares some interesting insights:

    — 75 percent of Hispanics go to YouTube first when they want to learn more about a product or service by watching a video

    — Nearly 1 in 2 Hispanic smartphone video viewers look for video content relevant to them as Hispanics and are more likely to watch ads that contain aspects of Hispanic culture

    — Of U.S. Hispanics who visit YouTube at least once a month, 60 percent watch videos in English always/most of the time; 28 percent watch videos in English and Spanish equally; and 12 percent watch videos in Spanish always/most of the time.

    — 83 percent of Hispanic video viewers will read or post comments, watch recommended videos or like or rate videos

    BEST PRACTICE: To achieve the best results when engaging Hispanic consumer segments through YouTube and other social media channels, ensure the content is culturally relevant and language appropriate.

    How One Credit Union is Engaging Members on YouTube

    Ascentra Hispanic Youtube channelAscentra Credit Union in Bettendorf, Iowa, is leveraging the power of YouTube to engage consumers through a video series called Ascentra Making Cents. New videos focused on financial topics like credit scores, the home buying process, spending plans, tax returns and the credit union difference, are available monthly on Ascentra’s YouTube channel.

    The credit union is currently in the process of adding Spanish subtitles to the videos using funds it received from the 2017 Warren Morrow Hispanic Growth Fund Grant for Hispanic Outreach.

    “This will give us some content in Spanish that we can share on social media to interact in a new way with current members, future members and any Spanish-speaking individuals worldwide,” said Alvaro Macias, Ascentra’s AVP of community development. “These videos will be shared with our community partners, such as Habitat for Humanity Quad Cities, Esperanza Legal Assistance Center and the Floreciente Neighborhood Association – a predominantly Hispanic neighborhood in Moline, Illinois, for them to share through their networks.”

    Ascentra also has a highly successful Facebook page, with nearly 2,500 followers and frequently updated content focused on Ascentra’s community involvement, as well as product and service updates.

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    Introducing the “ñ” as the social media icon that links back to Spanish websites

    Posted by on July 31, 2012

    Nowadays, the rise of social media seems unstoppable. The advantages that social media has created now extend far beyond its initial purpose of providing individuals with social networking opportunities. Companies are also finding their involvement with social media to be beneficial. A current trend in the social media world involves the inclusion of “social media icons”. These icons are small images that represent websites like Twitter, Facebook and LinkedIn and are being used to express a person’s or company’s affiliation with different social media websites.

    Recently, a new icon has been introduced to the icon family and it is used to represent a company’s link to their website in Spanish. The “ñ”, known as the enye symbol which is part of the Spanish alphabet, is now being presented as a modern replacement to the commonly used “En Español” hyperlink found in most websites.

    The innovative icon was developed by Cultural Strategies to “provide access to [their] client’s online Spanish content”. Cultural Strategies CEO Juan Torne, said that the “ñ” icon is meant to replace the “En Español” link, which can be plain and boring or the Flag of a Spanish speaking country (like Spain or Mexico) which is bound to leave out other nationalities and heritages.

    Companies can use the “ñ” icon in several different resources to transmit the idea that they have a Spanish component to their business. The social media icons can be effectively placed in an orderly fashion to provide an organized listing of links without taking too much space or providing a lengthy direct link of the website. Some places to use the social media icons, such as the “ñ” are the top of websites, business cards, in your e-mail signature and even brochures.

    To add this icon, simply hyperlink the link of your company’s Spanish website into the image icon and add it wherever you want people to access such information. The addition of the “ñ” icon can therefore become a new innovative way to transmit your efforts to connect with the Spanish speaking community.

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