Hispanic Social Media - Time to Get Social But it's in social media that exponential consumer engagement opportunities lay for marketers. According to a recent comScore study, “30.8% of smart phone users accessed social networking sites via their mobile browser in January 2010, up 8.3 points from 22.5% one year ago. Access to Facebook via mobile browser grew 112% in the past year, while Twitter experienced a 347% jump.”
Mobile phones themselves have become social platforms, Marco Koeder-executive director of specialty media company Cybermedia-told attendees at the Digital Innovators' Summit (DIS) in Berlin March 1-2. He added that 67% of the global population uses social network services (SNS) on their mobile devices. However, eMarketer reported in March that only two in 10 marketers are engaging Hispanics on social media platforms. This market loves social media as much as they love their mobile phones: eMarketer went on to report that nearly four in five Hispanics socialize online.
Mobile Social Networks - So how do marketers engage this market on mobile social networks? Majid Abai, CEO of social platform provider Pringo, suggested at DIS asking: What is the goal of the online community? What is the advantage to the community member? This strategy can reveal the path to connecting with consumers where they choose to spend their online time.
On these platforms, users are automatically providing their demographic information, interests, activities and needs. Marketers need only tap this user-generated information to target their messaging. Social networks such as Facebook, Twitter, LinkedIn and Foursquare offer applications for mobile devices, allowing their communities to become part of the user's life, at their fingertips, so that engagement extends to any moment of the user's experience.
And social networks offer marketers a robust crowd-sourcing opportunity. Couple that with the Hispanic market's high levels of social and mobile engagement and willingness to receive and respond to offers and ads, and marketers can leverage mobile social platforms to find out what type of messaging the market would like to receive, as well as to deliver that messaging.
|
