Opinions

Hispanic Advocates

Posted by Chelsea Hickey on March 13th, 2013 at 2:07 pm

Advocates are your most valuable customers—even more valuable than loyal customers. Many frequent fliers don’t recommend the airlines they fly. Advocates, on the other hand, boost your sales, help you keep customers, and defend your cherished brand reputation.

Research from eMarketer on how Hispanic women trust online buzz more than ads shows the future of word of mouth marketing is with Hispanic advertising.

Hispanic culture is, by nature, social and group-oriented. Word-of-mouth marketing may be a worthwhile investment in order to reach the booming U.S. Hispanic/Latino consumer base. Hispanics tend to use social media and express their opinions online about brands more often than their non-Hispanic counterparts. (Source: “They Say Talk is Cheap, but It’s Priceless in Hispanic Marketing,” Ruzo, November 2012)

Many Hispanics are already Brand Advocates for the brands they care about, but there is opportunity to energize them. They are already knowledgeable and sharing so it would be smart for companies to identify and activate these Advocates.

Hispanic consumers are more active users of social media than non-Hispanics. Compared with non-Hispanics, Hispanics have cultural values that are much more centered on family, friends, and social connections, which makes social media a natural fit for this segment. Hispanics are more than twice as likely as non-Hispanics to be content creators (47%) or critics (41%), consumers who rate and review products, post comments on others’ blogs, participate in discussion forums and collaborate on Wikis. (Source: “Social Media is Mainstream for Online Hispanics,” Forrester, March 2010)

A majority of respondents across the U.S. and Latin America agreed that they trusted comments on social networks more than ads. Offline Hispanic WOM activity is migrating online thanks to the growing omnipresence of social networks in U.S. Hispanics daily lives. (Source: “Most Hispanic Women Trust Online Buzz More than Ads,” eMarketer, June 2010)

“Latinos are masters of social shopping: they leverage mobile, social media, and friends and family to share their shopping experience before, during, and after. They influence and are influenced by what their social media connections are saying about a specific brand or product: 48 percent of Latino shoppers use social media during the shopping process.” (Source: “Why Latinos Are Leading Retail Trends,” ClickZ, January, 2013)

On Average, about 50% of a company’s Advocates become “Energized Advocates” within 12 months; they proactively recommend the brand or product by creating, sharing, and/or publishing reviews, testimonials, answers, offers and more, while using advocacy tools provided by word of mouth platforms.

With Hispanics owning Brand Advocacy by reading and writing reviews, have you asked your Advocates the ultimate question—Would you recommend [insert product or service] to your friends and family?

2 Responses to “Hispanic Advocates”

  1. Brad Fay says:

    Your analysis is very consistent with research conducted by my firm, the Keller Fay Group. We find that US Hispanics have 50%+ more conversations about brands compared to the total public, and that 90% of these converstaions happen offline, either face-to-face or over the phone. We also find that Hispanics' conversations are highly responsive advertising, providing content to talk about.

    This is a great market to focus on not only because it's growing fast, but also because Hispanics are consumer influencers who amplify marketing messages.

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