Are we still using the # system for the blogs? Which # is this?
Engaging Latinos via Social Media: Mainstream brands say “Hola”
There is no question that Hispanics use social media, but is it true that they lead the nation in social media engagement? According to The Social Graf, and many other reputable online sources the evidence keeps piling up. US Hispanics lead the general population in social media use—by the way, Hispanics also lead in mobile and e-commerce adoption.
This explains why so many brands across multiple industries are being bullish when it comes to reaching Latinos via digital channels. Brands like AT&T introduced #BetweenTwoWorlds, focused on reaching young acculturated Hispanics and Honda with “#Un Buen Fit.” So how is
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The company’s vice president of marketing, John Dillon, expresses how Denny’s—which is known as “America’s Diner”—recognized an imperative in catering to America’s true cultural makeup. To build better engagement with the Hispanic population, Dillon says Denny’s saw a need to create targeted content as opposed to pushing general-market ideas.
Here at MIC Food, we see this as a double, smart move—speaking to Hispanics in their native language and using social strategies to build a personal connection. Denny’s is likely relying on key data toward this end—for example, 68 percent of Hispanics use some kind of social network, compared to non-Hispanics, which figures only 58 percent.
To parallel its online efforts to build community with Hispanics, Denny’s has also begun introducing simple Hispanic influences and infusions into the menu such as chorizo and chipotle. Pizza Hut, on the other hand, introduced new ethnic ingredients including Thailand’s Sriracha sauce and Latino flavors like jalapeños and Peruvian cherry peppers. This shift shouldn’t go unnoticed—as noted in our “Baby Boomer” blog, leveraging the right products—products that resonate culturally and appeal to the entire Hispanic family—is a sure way to build consumer