“How to Reach the Hispanic Market Online” – A Presentation by Kelly McDonald

Kelly McDonald, author of award-winning, best-seller, How to Market to People Not Like You: “Know It or Blow It” Rules for Reaching Diverse Customers and president of McDonald Marketing, presented at the September Arizona Interactive Marketing Association (AZIMA) social event this week.  As a specialist in multi-cultural and diversity marketing, her presentation, “Relating, not Translating: How to Reach the Hispanic Market Online, Today and Tomorrow” was data-driven, witty, and incredibly impactful.  Kelly spoke to the “size of the prize” of the Hispanic market, presented a model for understanding the different mindsets of the Latino population (or any immigrant population), and highlighted the importance of connecting to your target market in ways that matter to them.

Why is the Hispanic Market important?

Latinos are the fastest growing minority group in the United States. 1 in 4 children are Latino, 1 in 6 U.S. residents are Latino, and by 2020 that statistic is expected to be 1 in 5.  There are over 50.5 million Latinos in the U.S. – that’s more Canadians than there are in Canada – and that makes the U.S. the second largest Hispanic country in the world (Mexico is #1).

Latinos are early adopters of technology, highly engaged online, and active mobile users – according to Kelly, 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of 1st generation iPhone purchases were made by Latinos, and Hispanics make up the largest percentage of users of MySpace and Facebook.  However, Hispanic social media usage is different from non-Hispanic usage in that they are more likely to:

  • Engage in social media for personal use rather than business
  • Use social media to reach out to extended family or communicate with friends they know, rather than building networks of new people
  • Need an effective and affordable way to communicate with family in different countries

So how do you get started?

Understanding Acculturation vs. Assimilation

According to Kelly, one of the biggest mistakes companies make when marketing to Hispanics is to assume that they’re all just one big group of Spanish-speaking people.  There are Hispanic people from many different countries, with their own customs and traditions, but there’s more to it than that.  Successful living in a foreign culture is often more about acculturation (acquiring a 2nd culture) than assimilation (forfeiting one’s culture and taking on another).

In her presentation, Kelly went over her trademarked “Latino Acculturation Stratification” model, which breaks out Latino U.S. residents into four groups based upon how long they and their family have been in the U.S., their language abilities, and other factors related to their history, their preferences, and how they identify themselves.  Each of these groups hold different values, and you should consider how they would prefer you to engage with them (like you would with any market or demographic).  Don’t just consider the demographics though, think about the psychographics – what are they interested in and what matters to them?

How do you connect with Hispanics?

  • First of all – try doing it in their language.  Many Hispanics don’t speak English at all, but even those that do often prefer to speak Spanish.  This is especially critical for the more complex offerings, like financial, real estate, and insurance transactions, which include contracts, legal obligations and other fine details which may get lost in translation.
  • Consider including additional content for your Hispanic market.  But translating is not enough.  Kelly discussed the importance of building different content (including images, copy, color, etc.) and sending messages that are relevant to your audience and what’s important to them – their values.  In her book, she goes into the difference between translation and transcreation.  Basically, make sure you’re not just translating your English copy word-for-word.  Ideally, work with a marketing agency that understands Hispanic marketing to create culturally-relevant messages in Spanish. However, if you don’t have the budget to hire an agency to create new content, at least simplify your copy before translation – remove idioms or turns-of-phrase and use language that leaves no room for interpretation.
  • Next, make sure your company is prepared to do business in Spanish.  Have at least one employee who can provide friendly and helpful customer service in Spanish.  Post signage in Spanish.  Record a voicemail in Spanish, or offer a separate number for Hispanic customers.  Prepare your office or store to accommodate your customers and their family – Hispanic families often make decisions together and run errands as a family – offer treats or toys for children, or even just extra seating.

In case it wasn’t plainly evident, Kelly McDonald is a wealth of information and insight when it comes to multi-cultural marketing, and her presentation at the September AZIMA social event was an eye-opener. Read her book – you’ll learn about more than just demographics and cultural differences; you’ll learn how to pay attention, listen to your consumers’ needs, and make better connections with everyone around you.

Guest Post By:

Jen Cykman is a Web Analyst at Cardinal Path, a premier Digital Intelligence and Optimization firm, with offices throughout North America. It has received two WAA Achievement nominations, and features some of the top minds in the Digital Intelligence community. Jen specializes in SEO and web analytics, with a passion for content and user experience.  Find her on LinkedIn.

Largest Social Media Event Focused on Business in Arizona – SMAZ5 10-7-11

SMAZ – Social Media AZ (Social Media for Businesses in Arizona)

Want to learn about Social Media and Digital Marketing focused on business? This is the event you should attend! RSVP Today! 

A business focused event designed to help businesses understand, improve and learn about Digital Marketing, with a Social Media focus. Covering Social Media, Search, Mobile and more. Learn from Industry Experts and Corporations that are well versed in using Social Media to reach and support their clients.


Presenters range from Fortune 200 executives to Social Media authors and SEM architects with years of experience willing to share the challenges and rewards of implementing internal and external Social media strategies. Learn policies, processes, tool sets, and monitoring techniques from the experts. Bring your questions and meet the right people.

  • Why join us? Focus on Real World experiences!
  • Learn from and meet the best in the business!
  • Mobile, video, search, social, measurement, and more.

The major Digital Agencies will all be there. Everything from the 101 session, Small / Medium Business to Enterprise. Join our panel of experts in a comfortable environment allowing for direct interaction.

  • Ask questions that are pertinent to your organization
  • Hear and see how other companies are approaching Social Media, the challenges and successes.
  • Case Studies will be emphasized, real world information!
  • What tools are being using?
  • How do you measure success?
  • How do you convince your management?
  • What questions do you need to ask to be successful?
  • How to address corporate policies around Social Media?



Meet others with similar goals and make new connections. Oh and there’s some great food too. Exceptional prizes are being given away as well!

For additional information please go to: SocialMediaAZ.org (Use #SMAZ on Twitter: SMAZ conversations on Twitter)

Please visit and thank our sponsors:

ExactTarget

KEO Marketing

Vertical Measures

City of Tempe

BulbStorm

Mint Social (Social Media Marketing Company)

SpyFu

Black Dog Promotions

Infusionsoft

The Kelly Law Firm

Shwaag.com

aloft Hotel Tempe

Madcap Theater

PopChips

Our partner associations:

Business Marketing Association (BMA)

Public Relations Society of America (PRSA)

Social Media Club (SMC)

Arizona Interactive Marketing Association(AZIMA)

Search Engine Marketing Professionals Organization Arizona (SEMPO)

Location: 730 S. Mill Ave Tempe, 85281

Date: Friday, October 07, 2011 from 9:00 AM to 4:00 PM (MT)

Register TODAY!

August Event Recap – Social Media Advice with Neal Schaffer

AZIMA Neal Schaffer Meeting

The August AZIMA event featured guest speaker Neal Schaffer of WindMill Networking and author of Maximizing LinkedIn for Sales & Social Media Marketing, who spoke about the power of social media, and in particular LinkedIn, to drive results for your company and your career. Neal reinforced the importance of businesses needing to not only participate in social media, but embrace it throughout their organization. A few years ago, social media was viewed as a fad – but now its here to stay. According to Neal, more time is spent online than watching TV, especially among 45-54 year olds, so it’s critical we shift our marketing focus there accordingly.

Neal broke down social media strategy into something easy to understand and act upon. According to Neal, the average marketer or company goes through three stages of understanding social media:

  • It’s scary and has no ROI – let’s ignore it.
  • Maybe we should consider it – after all, other companies are doing it, maybe even our competitors!
  • How can we do more social media? Social is great, lets do more!

Once marketers move to third stage and have fully embraced social media, Neal recommends the PDCA approach. What’s that, you ask?

  • Plan – plan your strategy & define your goals
  • Do – execute your plan
  • Check – monitor your results
  • Act – revise your plan based on the results you checked

In the end, you’ll realize just how critical the role of a social media marketer is. Neal believes its so important a community manager should truly be a 6 figure job!

Neal also shared some tips for LinkedIn with the audience – Neal was one of the earliest adopters of LinkedIn and known as one of the original “LinkedIn Lions.” He was part of the open networking movement and built his connections to be as large as possible, generating tons of business leads, consulting gigs and job prospects. Neal encourages marketers to be open & connect with each other on LinkedIn as a great way to generate leads and connect with others.

Arnie Kuenn

In addition to the presentation and usual networking hour, we gave away a free Kindle to one lucky attendee, as well as a few copies of Arnie Kuenn’s new book, Accelerate!, which just debuted recently on Amazon and can be purchased here.

Thanks to all that attended!

Sending Users to Communities vs. Creating Communities

In April, I went to a workshop held in Boulder, Colorado titled “Making Digital Work”. The main theme of the workshop was that marketers should be creating communities around, and improving how communities use, products and services.

It makes sense. People want to be connected and can often be associated through a brand. The majority of brands accomplish this by asking for ‘Likes’ and running some kind of promotion through Facebook, Twitter and a host of other big-name communities.

While this creates many opportunities to interact with a subsection of users, this grouping of communities with third parties (Facebook, Twitter, etc.) can also defragment what should be a whole community under a brand. Rather than always sending users to these others platforms when in need of social integration, why not look at how user communities can be kept together as well as add features to brands, products and services?

Creating a community that adds to your product or service

Garmin is an excellent example of this. Garmin had a similar social setup to most companies. They have Twitter, Facebook, YouTube, Flickr and a blog. But, their users were split into these communities and their product wasn’t getting better for it. So, Garmin developed a social experience — Garmin Connect — that fit the culture of their community as well as extended the benefits of their products.

Garmin Connect is an entire social platform for the outdoorsy Garmin GPS users. With a Garmin GPS, walking, biking, running and hiking routes can be uploaded and shared with other users. If a user is looking for a change of scenery or in an unfamiliar location, the user could access Garmin Connect to browse and download routes according to the activity, distance, elevation and time needed to complete. Users can also share and track workout goals and analytics. To date, Garmin Connect users have logged more than 1.15 billion miles.

What’s can be learned from this? While a proprietary social network can’t always be developed for a brand, product or service — it’s important to think about how user communities can stay intact while improving whatever it is being sold. If there’s a culture behind a brand, product or service, make a better way for that culture to get together — even if it doesn’t fit within the confines of popular existing social platforms.

Guest Post By: Scott Rostohar Lost Creature (formerly Dojo Collective) | Copywriter for Apollo Group

Intrigued by technology, passionate about the phoenix creative community and plagued by the blank page.

Website: MeMyselfandIdeas.com

Attend the next AZIMA Event Featuring Neal Schaffer

Social media is all the rage lately.  There’s Twitter, Facebook, LinkedIn, Foursquare, Google+ and more.  Individuals, businesses and other organizations, use these platforms and there is a different strategy (or lack there of) for each user type.

Everyday social media users use these platforms to network with likeminded individuals, keep up with friends and family, make professional connections and more. The possibilities are truly endless.

But how can the businesses and other organizations make lasting impressions on users who participate for personal reasons?  By being genuine, transparent and real.  Businesses and brands win over social media users when the brand personality is consistent across all channels – especially social media networks.

Businesses are give an opportunity to connect with customers on a very personal level through social networks, but many fall short or miss the point completely. And you don’t want to be one of those businesses.

That’s where Neal Schaffer comes in.Neal Schaffer

Schaffer is an internationally recognized speaker on social media and President of Windmills Marketing, a social media marketing strategic consultancy.  Schaffer helps businesses of all sizes and industries with their social media strategy and implementation, and he will be sharing the secrets of social media strategy at AZIMA’s August event.

Join us as Schaffer shares how businesses can begin go create a social media strategy.  Learn which people in your company should be involved in social media, as well as how to decide what networks are important for your business to participate on.

Here are the details:

Business Social Media Strategy: From Blogs to Tweeting, How & Why

Speaker: Neal Schaffer

Event Location: Scottsdale Hilton (6333 N. Scottsdale Rd., Scottsdale, AZ 85250) A light dinner, and one drink is included.

Time: Doors open at 6:00 p.m. for networking. Dinner served at 6:45 p.m. and presentation will begin at 7:00 p.m.

Pricing:

Student $25 (Enter “STUDENT” promo code)

Members $35 (Enter “AZIMAMEMBER” promo code

Non- Members $45

At the door $55

Register today!

Prizes, Prizes and More Prizes!

Each and every month, we, the Arizona Interactive Marketing Association have the opportunity to award our growing membership base with fabulous discounts and amazing prizes that are supplied by our supportive sponsors.  This month, Cox Communications donated an iPod touch, which has been awarded to long time AZIMA member Eric Keosky-Smith.

As if that one amazing gift wasn’t enough for the month of July, AZIMA has also selected two random names from the roster of attendees of the last social event hosted on July 12th to award with free platinum passes to upcoming event SES San Francisco Conference and Expo on August 15- 19, 2011. This annual event, in its’ 13th year draws thousands of marketers and agency professionals and focuses on education (no sales pitches!). They’ll cover Search Marketing (including SEO, PPC management & Social Media), keyword research, local advertising, mobile engagement, link building, duplicate content, multiple site issues, online video, site optimization and usability. It’ll include high-level strategy, keynotes, an expo floor with 100+ companies, networking events, parties and more.  Congratulations to AZIMA members Liam O’Mahoney and Martin Zwilling who will receive these platinum passes valued at $2,995 courtesy of the Arizona Interactive Marketing Association and it’s partner SES!

These winners will attend the conference along with at least two AZIMA Board of Directors, Arnie Kuenn, past President and Advisor who is slated to speak at the event and Jason Grovert, the Board’s Website & Technology Co-Chair.  All other AZIMA members and even occasional AZIMA supporters and friends can attend the event at 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} discounted rate using the promo code ‘20AZM’

Don’t worry, though. If you weren’t one of the lucky winners to this give-away there is still plenty of time left to be included in the many random member give-aways and contest that AZIMA has planned this year! Attend the August 9th, event featuring Neal Schaffer discussing Social Media Strategy for Business and be an AZIMA member and you’ll be automatically included in the pool to receive a brand new Kindle courtesy of AZIMA and Cox Communications. One lucky winner will be chosen just after the event. Good luck to you!

July Event Recap: Getting the Dish on Social Media for Restaurants!

The AZIMA Panel Discusses Social Media Marketing for Restaurants

The AZIMA Panel Discusses Social Media Marketing for Restaurants

July’s AZIMA event “Serving it Up with Social Media” was full of delicious stories about what it’s like to do social media marketing for restaurants. We got to hear from the perspective of national chains like Chipotle and PF Chang’s & Pei Wei, as well as from a local perspective of the acclaimed Phoenix restaurant Beckett’s Table. The discussion was moderated by Ty Largo, a food blogger & marketer of restaurants & hospitality at UP Agency, so we really got to enjoy a discussion full of expertise & knowledge! We also demoed an exciting new app called Chatterplug during the presentation, which allowed attendees to review the event in real time – which tied in nicely to our discussion of online review sites & getting feedback from guests!

What ensued was a great discussion where the three panelists shared stories on what they’ve found works well – and what doesn’t – to connect with their customers with social media. While all panelists agreed that social media can’t replace the importance of one on one interaction, and social media metrics can’t track mojo or the ROI on a smile, they all found social media to be incredibly effective & important to connect with their guests and spread the word about their latest dishes & promotions.

Chef Justin Beckett (@BeckettsTable) is not only a chef, but also the social media voice of Beckett’s Table, creating all of the Tweets & Facebook shares his guests enjoy himself. He finds that people react most favorably to pictures of the food, and he often posts pictures of the daily special, or even before and after pictures of the ingredients and the final dish. He joked that “Every time I post a picture of heirloom tomatoes, people go crazy!” in response to learning what kind of posts get the best interaction.

Chipotle (@ChipotleTweets) connects with their local branch managers to ask questions like: Who are your customers? What do you want to do to connect with them better?  to help identify new marketing initiatives that will help them connect better with their various local markets. They also try to identify brand ambassadors and reach out to them for ideas & inspiration (in exchange for burritos, of course!), and are launching a new program where the local staff & managers can invite loyal customers to receive special perks & rewards. Making local connections is a big part of their social media approach.

PF Chang’s (@PFChangs) & Pei Wei (@PeiWei) reply to every tweet and try to connect with as many of their fans as possible, which is impressive for a national chain with over 20,000 followers on Twitter and almost 250,000 fans on Facebook! They find that coupons, such as the free lettuce wraps coupon that is currently on their Facebook page, are very effective at driving people to the stores through social media. They find that “one page, one message” is best when it comes to managing multiple locations so that they can control the voice and make sure no well-intentioned but perhaps less-skilled restaurants are posting updates like “nom nom nom nom nom.”

What was interesting was that all three restaurants  – PF Chang’s, Chipotle & Beckett’s Table – had just one person who was doing the heavy lifting of social media, and they all admit it’s no easy task and still playing catch-up on some social media fronts! Despite the challenges, you could tell that all three panelists really enjoyed their job and had a lot of passion for what they do, which was inspiring to restaurateurs and marketers alike.

And of course, all of that talk about food sure made the crowd hungry, but not to worry as Chipotle & PF Chang’s handed out coupons for free burritos & lettuce wraps, respectively, to everyone in attendance!

Event Photo Credit: Mark Goldstein

Exclusive Chance for AZIMA Members to Win Free Passes to SES San Francisco Conference & Expo!

The Arizona Interactive Marketing Association has done it again! They have secured two platinum passes valued at $2,995 each to what is said to be the southwest region’s interactive event of the year.  SES San Francisco Conference & Expo taking place on August 16-19th brings together the most important voices online to talk about the industry’s most pressing developments – everything from Google Panda to Youtube LIVE.  Over five themed days, educators and experts throughout the interactive space, will be covering every essential topic: email, display, mobile, search, social media, video and more.

SES San Francisco Conference & Expo is part of the ClickZ Connected Marketing Week.

Sessions Include:Free Pass Image

Insider Tips to Ad Optimization

Automating Social Media

Crossing the Digital Divide: The Leap from Search to Display

HTML5: The Interactive Social Web

Advanced Paid Search Tactics

SEO Competitive Analysis

Only members of the Arizona Interactive Marketing Association will have a chance to win these tickets at AZIMA’s next social event on July 12th featuring a panel of local Chefs and Restauranteurs who’ve been reaping the rewards of creating thriving online communities to support their foodie customers. The only catch is that you do have to be in attendance at the event and be a current member of AZIMA. Are you feeling lucky?

There are 6,000 marketers, programmers, designers, small business owners, and affiliates expected to attend SES San Francisco so you’ll want to be there too! If you aren’t able to make it to next week’s AZIMA event to try your hand at winning free tickets feel free to use the promo code  ‘20AZM’ to receive 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off your tickets just for being a member or friend of AZIMA.

Chipotle Mexican Grill: Wrap What You Love

Would you wrap you 4-day old child in foil for a chance to win 10k? Well, one family did and won the grand prize through the facebook fan page for Chipotle Mexican Grill. The contest asked fans to submit a photo of something they love wrapped up like one of their tasty burritos.

With hundreds of entries, the promotion raised over $96k for FamilyFarmed.org, an organization dedicated to expand the production, marketing and distribution of locally grown and responsibly produced food, in order to enhance the social, economic and environmental health of our communities.

Restaurants thrive on repeat business, but customers increasingly expect more than just good service, food and drinks. They want to be engaged and entertained.

Companies like Chipotle are looking for new ways to reach their target audience every day to keep customers loyal and happy. A photo contest provides the opportunity for a brand to interact with customers on a more relaxed level. Similar applications are developed to increase brand awareness through a simple act of kindness.

To learn more about how companies are reaping the rewards of creating thriving online communities to support their foodie customers, join us at our next AZIMA event. On Tuesday, July 12th, Ty Largo, Principal & Creative Director at UP Agency, a local marketing/PR firm, will moderate a panel of Chef Justin Beckett, owner of Beckett’s Table and Jennifer Granillo, a Regional Marketing Consultant for Chipotle Mexican Grill the last ten years.

Find out more information and purchase your ticket at www.joinazima.org

AZIMA Events & Logistics is Looking for a Few Good (wo)Men!

The Arizona Interactive Marketing Association works tirelessly to serve the AZ interactive marketing community to provide top tier educational and networking opportunities to friends and members and it mostly runs entirely on donations and volunteer power.

The Board of Directors couldn’t accomplish much of anything without the mighty help of its volunteers, who assist with everything from keeping up the AZIMA blog, assist in spreading the word about our events, raise the money, give advice and carry out all the other invaluable tasks it takes to keep things running smoothly.  If you’ve attended one of AZIMA’s monthly social events than you are keenly aware that there is a great deal that goes into getting these events off the ground. Currently the Events & Logistics Chairs are seeking a few good (wo)men to pitch in at these events and support these teams.

If you would like to join this merry band, we invite you to email [email protected] and let us know how you’d be interested in pitching in at the events or preparing for them. We’d love to have you!