This blog post will cover the second day of sessions that I attended at the 2010 Hispanic PR and Social Media Conference, the second half of Day 2 I’ll post soon.
Keynote: Building Digital Expertise to Win with Hispanics
Multicultural trends will disrupt some business while opening new opportunities for others
40% kids are multicultural
50% of US Latinos are connected online. 57% by 2013
Online is a cost effective way to reach the Hispanic audience
Hispanics outpace non-Hispanics in every aspect of engagement
The Gold Standard of Measuring ROI for Your Hispanic PR and Social Media Marketing Campaigns
ROI’s Hispanic Distribution.
Monitor your release’s online response and social media buzz
Monitor recommendation from bloggers
Monitor the tone of the conversation
Measuring coverage quality.
Tone
Recommendations and endorsements
Benefit statements
Visuals
Brand presence versus the competition
Length of the coverage and conversations
Social media conversation tracking.
Conversation volume
Sentiment
Share of voice
Key topics
Mentions
Influencers
Using multivariate linear regression modeling.
Access sales impact and ROI of various elements of the communication and marketing mix
Measure the impact or shareholder value of corporate and brand repetition
Measuring ROI for social marketing campaigns
73% more likely to purchase brands associated with a cause
Establish cause and spread message
Transform cause into transactions
Expand viral engagement
Insight: Latinos desire recognition for their pride of strong work ethics and constant pursuit of progress.
Hispanics Beyond Broadband-Leveraging Video and Web 2.0 to Facilitate Online Conversations
Public Relations in the Web 2.0 World.
Think SEO
Think multimedia assets
Social networking
Podcasts
A call to action
Content equals your story.
Relevant and compelling
Must have an emotional appeal
It has to be engaging
Multimedia news release include videos, photos and hyperlinks
Video and social media.
Have a strategy
Be willing to takes risks
Monitor and measure
Talk, listen and engage
Don’t stop
Video online distribution.
You have about three minutes to tell a story
Spokesperson and talent for a video should resonate the brand and consumer
