2010 Hispanic PR & Social Media Conference Day 2: Keynote, Measuring ROI, Web 2.0

This blog post will cover the second day of sessions that I attended at the 2010 Hispanic PR and Social Media Conference, the second half of Day 2 I’ll post soon.

Keynote: Building Digital Expertise to Win with Hispanics

Multicultural trends will disrupt some business while opening new opportunities for others

• 40% kids are multicultural
• 50% of US Latinos are connected online. 57% by 2013
• Online is a cost effective way to reach the Hispanic audience
• Hispanics outpace non-Hispanics in every aspect of engagement

The Gold Standard of Measuring ROI for Your Hispanic PR and Social Media Marketing Campaigns

ROI’s Hispanic Distribution.

• Monitor your release’s online response and social media buzz
• Monitor recommendation from bloggers
• Monitor the tone of the conversation

Measuring coverage quality.

• Tone
• Recommendations and endorsements
• Benefit statements
• Visuals
• Brand presence versus the competition
• Length of the coverage and conversations

Social media conversation tracking.

• Conversation volume
• Sentiment
• Share of voice
• Key topics
• Mentions
• Influencers

Using multivariate linear regression modeling.

• Access sales impact and ROI of various elements of the communication and marketing mix
• Measure the impact or shareholder value of corporate and brand repetition

Measuring ROI for social marketing campaigns

• 73% more likely to purchase brands associated with a cause
• Establish cause and spread message
• Transform cause into transactions
• Expand viral engagement

Insight: Latinos desire recognition for their pride of strong work ethics and constant pursuit of progress.

Hispanics Beyond Broadband-Leveraging Video and Web 2.0 to Facilitate  Online Conversations

Public Relations in the Web 2.0 World.

• Think SEO
• Think multimedia assets
• Social networking
• Podcasts
• A call to action

Content equals your story.

• Relevant and compelling
• Must have an emotional appeal
• It has to be engaging
• Multimedia news release include videos, photos and hyperlinks

Video and social media.

• Have a strategy
• Be willing to takes risks
• Monitor and measure
• Talk, listen and engage
• Don’t stop

Video online distribution.

• You have about three minutes to tell a story
• Spokesperson and talent for a video should resonate the brand and consumer

Related articles

• What is all the fuss with social media marketing? (antonrsa.co.za)
• How to measure your social media marketing campaign ROI (mediapress.co.za)
• Core Values And General Cultural Insights Of Us Hispanics (slideshare.net)
• If your online marketing is good enough, people will steal it (business.financialpost.com)
• New Survey from Orci Finds American Advertisers Acknowledge Hispanics’ Impact on U.S. Culture but Half Don’t Market to Nation’s Largest Minority (eon.businesswire.com)
• With social media, should you always want more followers? (willmarlow.com)
• Kovac to Speak on Integrated Social Media at Minneapolis IMS Conference (prweb.com)
• B2B Marketers Need Big-Picture Thinking (myventurepad.com)
• Community PR: 5 Relationship Circles (wiredprworks.com)
• DSM_Short_Presentation (slideshare.net)