Hispanic Social Media Listening
Services of DK Web Consulting
‣ Eric Diaz
Principal, DK Web Consulting
‣Overview
‣Methods
‣Deliverables
‣Reporting Frequency
Contents
‣The objective of social media listening is to provide
the client with a robust view of what the Hispanic
conversation revolving their brand was all about.
‣This will include conversation on Twitter, Facebook,
and highly influential blogs used by both English and
Spanish speaking Hispanics
Overview
‣Software analysis tool: Crimson Hexagon
‣Date range: Any date range after January 1,
2010
‣Voices Analyzed: Spanish Dominant Hispanics
and English Dominant Hispanics
Methods
‣Volume of Conversation
‣Conversation Drivers
‣Ad campaign, event
analysis
‣Competitor analysis
‣Leading sources
Deliverables
‣Influential fans & followers
‣Verbatim and trends in
conversation
‣Sentiment analysis
‣Ideas that spark
‣Opportunities
‣Example used for illustrative purposes:
FreshTaste Cola
Fictitious Brand Example
‣Which ad
campaign, event,
or new product
line generated the
most
conversation?
‣Volume of Conversation
‣What trends can
be found in what
was discussed
about the
FreshTaste
brand?
‣Conversation Drivers
‣Which ads and
events sparked
the most positive
sentiment
engagement
online?
‣Ad Campaign & Event Analysis
‣How is FreshTaste
regarded amongst
its peers in the
beverage aisle?
‣Competitor Analysis
“FreshTaste or Inka Cola? — El
Inka! Viva Peru!” - @JessEVamp:
”Quiero mi six
de FreshTaste eh cabron
nada de pepsi ni esas
basuras” @MiguelCampoB:
‣On what forums do
people talk about
FreshTaste products
and the brand? How
can these channels
be leveraged?
‣Leading Sources
‣What are
people
actually
saying about
the brand?
Individually
and as a
group.
‣Verbatim & Conversation Trends
“FreshTaste + Doritos = Madrugada
feliz! :D“ - @HeinrichKohler
“Quiero unas
freshtaste congeladas
!” - @Soda_Sterio
‣Positive
sentiment in the
General Market
does not
necessarily mean
positive sentiment
among Hispanics.
‣Sentiment Analysis
‣Who are the
leaders of the
conversation that
FreshTaste should
communicate and
engage with?
‣Influential Fans & Followers
‣Based on our
observations,
what ideas can
we propose to the
FreshTaste
campaign?
‣Ideas that SparkThe younger audience is very
engaged with our T-shirt
giveaways.
Idea: Perhaps we can tailor a
T-shirt promotion specific to
students on major campuses?
‣In what areas is
there more that
FreshTaste
should be
pushing ahead
in?
‣Identify Opportunities
There are many homemade fan
videos with our brand popping
up on YouTube. Why don’t we
create a promotion on
Facebook encouraging them to
share these videos on our page
for possible prizes?
Reporting Frequency Options
‣Reports can be provided in several frequencies
‣MONTHLY – the ideal frequency as the brand is provided
with timely audience feedback enabling them to make
strategic decisions resulting in higher engagement
‣QUARTERLY – provides the brand with a thorough
analysis of recent promotions. Not as current as a monthly
report but still an actionable analysis
‣Read our Hispanic Marketing Blog
‣Become a fan on Facebook for timely Hispanic
Marketing tips
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