Hispanics, in comparison to other cultural groups, are more likely to: own a cell phone access the Internet share a video or picture online use social networking sites purchase online update their status use email On Facebook, YouTube, and MySpace Hispanics had the highest total percentage reach; the second highest total percentage reach on Twitter. Hispanics are the largest and fastest-growing cultural group in the United States. Over 32 million have online access, and by 2014, 70 percent will be regular Internet users. Currently 51 percent of Hispanics access the Internet regularly from their mobile and over half of Hispanic youth text message their friends daily.
General Hispanic Guiding Principles Pew Research Center; Between Two Worlds: How Young Latinos Come of Age in America, December 2011 As members of a collectivist culture, they focus on pleasing and connecting with groups such as their family and friends. All family members come along and are considered at every stage of assessing a trips value. Although they will take short trips, forgo hotel rooms to stay with family or friends, and cut back on activities during their trip, they will not sacrifice family dinners or bonding moments to meet their budget. Memories created not Itinerary items checked off. Their changing needs often outpace travel companies tools, packages and promotions. They seek friends and family members with experience planning a similar trip, or digital tools focused on the familys needs as travelers.
Recommended Roadmap Community Manager Build Spanish- language Facebook page Begin message testing Asses results (ongoing) Continue testing/evolving Facebook pages Launch Twitter handle Assess results (ongoing) Continue testing/evolving Facebook pages Launch mobile message testing Align Hispanic approach with broader social media strategy Phase 1 Phase 2 Phase 3 Phase 4 Spring 2011 Summer 2011 Fall 2011 Winter 2011 Voice Staffing Measure *An exit strategy for MySpace to begin in Phase 1 (see slide 11) Research Identify Community Manager Build Spanish-language Facebook pages and begin message testing Assess results (ongoing)
Summer 2011 Phase 2 Phase 2 of Message Testing 18 Continue testing/evolving Facebook pages Launch Twitter handle Assess results (ongoing) Latina Community Manager to continue developing, posting, and tracking original and existing content. Continue Facebook message testing Launch Twitter handle Begin planning mobile message testing Assess Results
Spring 2011 Phase 4 Phase 4 of Message Testing Align Hispanic approach with broader social media strategy
Hispanic visitors grew by 62% since September 2011 37 New blogs about Disney Disney Parks has been a favorite destination among Latinos on Twitter and Facebook Pictures and Video sharing about Disney visits has reached a sustainable flow – average of 1,200 a day. Outcome | 2012 Holistic Strategy