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Integrated Solutions. Measurable Results.


                                                                                                             January 2012

                360i Hispanic POV Series
                Hispanic Digital Influencers
Executive Summary
This is the first in a series of reports that explore the role social media plays in the lives of Hispanics
living in the United States. For marketers, the growth of the US Hispanic population presents both the
promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power
– and the challenge of understanding the cultural nuances of a demographic with unique digital
behaviors. The goal of the series is to shed light on this vibrant and growing demographic and provide
guidance on best practices when engaging Hispanics.

For this report, 360i collected and analyzed the activity of 150 Hispanic digital influencers to
understand the role these individuals play in leading conversations among their constituents. This
analysis can help marketers better tailor their Digital Word of Mouth (DWOM?) campaigns to motivate
these influencers.

Key Takeaways:

   1. Hispanics view the Internet as a virtual “Plaza del Pueblo,” or town square - an environment in
      which they are inspired and motivated to join the conversation. Given this view, Hispanics are
      37 percent more likely than the general population to publish a blog and 12 percent more likely
      to visit other blogs, per Nielsen. Brands that give this population the opportunity to become a
      part of their story in digital – to create and share – will have the most success when it comes
      creating meaningful relationships with people.

   2. Hispanic influencers who communicate exclusively in Spanish tend to share more promotional
      and equity content than those who prefer to communicate in English, and even more still than
      general population influencers. This presents an opportunity for marketers to utilize Spanish-
      language influencers to communicate brand messages in an authentic way.

   3. General population influencers demonstrate much more diversity in what motivates the types of
      content they share, while Hispanic influencers are primarily motivated by their shared cultural
      ties. Understanding the various mindsets of Hispanic influencers will help marketers frame the
      right approach, especially when developing DWOM? programs.

Brands who invest in truly understanding the unique passions, behaviors and motivations of Hispanic
influencers will find the most success in reaching them in online spaces.




            NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                              ? 2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                            January 2012

               360i Hispanic POV Series
               Hispanic Digital Influencers
Hispanic Influencers & the Blogosphere
Hispanics view the digital landscape as a “Plaza del Pueblo” (town square) – a central place for the
community to come together, talk, gossip, connect with like-minded people and share information
and important content. Within traditional Plaza del Pueblo gatherings, the emergence of a person or
group of people who are seen as conversation leaders is inevitable - the masses look to them to
steer the discussion. This occurs in the digital space as well, where influencers take to the
blogosphere to voice their opinions and lead conversation.

Hispanics are 37 percent more likely than the
general population to publish a blog on a
blogging platform or a social networking site,
and 12 percent more likely to visit other blogs
(Nielsen). Although still a smaller percentage of
active online users as compared to the general
population (due to the smaller population size
overall), they are more likely than their general
population counterparts to be creators, as well
as avid consumers of user-generated content
(Forrester). Brands will want to take note of this
population and its eagerness to engage and
create in online spaces.

While the Hispanic online influencer community
is still in its infancy and comprises a relatively
small portion of the overall influencer landscape, sites such as Spanglishbaby, Latinaonamission and
Papiblogger enjoy a robust following of active readers. This might be attributed to there being
significantly fewer online outlets that Hispanics find culturally relevant.



Conversational Motivators
Although general population influencers show a tremendous level of diversity in motivators, Hispanic
influencers are primarily motivated by their shared cultural ties. Through our study, we found that
Hispanic influencers express culture in four distinct ways — unique from general market influencers
— which influence the kind of content they share and type of audience they attract.

Informative: The most prevalent motivator for Hispanic influencers to create and share content is
to inform and educate their readers about their area of expertise (often focused on Hispanic
themes), reflecting a sense of responsibility towards their audience. Hispanic influencers differ from
general population influencers in the informative tone they take when offering guidance on topics
that help reconcile the duality of a Hispanic-American’s bicultural lifestyle. Topics in this area tend to
address issues like cuisine, child raising techniques, language and even beauty rituals.




           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ? 2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                           January 2012

              360i Hispanic POV Series
              Hispanic Digital Influencers
Creative: Similar to their general population
counterparts, Hispanic influencers in a creative
mindset are learning while they are blogging; they
are improving their skills with cultural influences,
past experiences and tips from other Hispanic
bloggers and friends. The tone is lighter, more open,
always evolving and somewhat uncertain when
compared to the informative standpoint.

Personal: Influencers communicating from a
personal, vulnerable perspective are usually seeking
companionship from their readers by detailing their
own life journey and struggles, in which assimilation
and acculturation are often central components.
Private lives are exposed, thus there is much talk of
family and nostalgia. While many general population
influencers also blog due to these types of
motivations, Hispanic influencers’ areas of
vulnerability are often tied to their experience as Hispanics, more so than their experiences as
moms, cooks, husbands, professionals, etc.

Awareness: Influencers who are blogging in the “awareness” state of mind recognize social and
cultural problems, breakthroughs and accomplishments of the Hispanic community and seek to
spread awareness of these issues to their readers.

Understanding Hispanic influencers’ mindsets will help frame the right approach to engage them, as
many marketers seek to do through Digital Word of Mouth (DWOM?) programs. For example, the
combination of a Creative and Informative voice is particularly common in food bloggers because
they seek to educate the readers about Hispanic heritage through food, but are also personally
trying to balance Hispanic culture and American lifestyle.


Language Preferences
An important aspect of Hispanic culture involves the conflict of linguistic duality. The differences
between those who communicate in Spanish or in English are important to note when trying to reach
this audience. Per our research, seventy-two percent of Hispanic influencers choose to communicate
in English, as it has the potential to reach a greater audience. Not surprisingly, Hispanic audiences
often choose to consume content in English, as they perceive it to be more robust and the
information more regularly updated. A report from Advertising Age corroborates this statistic, finding
that 71 percent of US Hispanics prefer to use English online.




          NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                            ? 2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                            January 2012

               360i Hispanic POV Series
               Hispanic Digital Influencers




Interestingly, Hispanic influencers who communicate exclusively in Spanish tend to share more
promotional content and equity content, rather than intimately driven personal anecdotes, as
compared to those who prefer English. Bloggers writing in Spanish feel less of a need to emphasize
connections with their Hispanic heritage by focusing on purely personal posts, leaving greater
opportunity to incorporate promotional and equity content.

Brands can play an active role in Hispanic conversations online regardless of the language, but
marketers should be mindful of the difference in the cultural perspective and the type of value
exchange consumers are seeking relative to the language of the post.


Content Shared
Conversational motivators and language are
important factors in determining how to
communicate with Hispanic influencers and for
understanding the content produced and the value
expected by the Hispanic population. This audience
predominately shares content that is highly personal
in nature, centered on stories of their own families
and spoken with a distinctly individual perspective.
Promotional brand-sponsored content is also
prevalent, which diverges from the tendencies of
general population influencers who shy away from
brand-sponsored content.

Equity posts – or posts created to engage readers
and inspire interactions with content (polls, questions
etc.) – are less common. Corporate content, addressing the larger entity of the blog/platform itself, is
not prevalent.


           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ? 2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                            January 2012

               360i Hispanic POV Series
               Hispanic Digital Influencers
Furthermore, Hispanic influencers include photos in more than 54 percent of their posts and links in
nearly 65 percent of their posts. Nearly a quarter of all posts include at least one photo or link that is
brand-provided and/or drives back to a brand page. Roughly 33 percent of all images posted tie back
to recipe creations, food in general and the ritual of a meal. This coincides with the cultural
importance of meals, especially considering 22 percent of recipe photos come from influencer blogs
and platforms where cooking and food are not the main topical focus.

A quarter of all links shared are of promotional nature, driving back to brand websites or specific
products sites. Hispanic influencers also tend to link back to each other’s pages, which demonstrates
the collegial nature of the community.




When it comes to content, Hispanic influencers find most inspiration in writing about topics such as
family and parenting (specifically raising bicultural children) and cooking, which makes any CPG brand
potentially relevant, valuable and easily incorporated into content. Ultimately, however, all of the
topics are informed by the Hispanic culture and serve as a reflection of a constant need to resolve
their dual identity, which spans across a multitude of product verticals, from fashion to finance.


Marketer Implications
As the Hispanic population continues to grow, marketers who pay more attention to cultural nuances
and motivational drivers will have the most success in reaching them. Because it is a relatively small
community, finding Hispanic influencers to work with can be challenging. This is true especially when
narrowing the criteria further by content posted, language use, and readership size. However, because
the number of brands that currently work with Hispanic influencers is still small, a clear opportunity
exists to form strong and lasting relationships with them that can benefit your brand in both the short
and long term.

Marketers who wish to capitalize on the growing power of Hispanic influencers should consider
DWOM? outreach, involving influencers in content creation, and/or inviting them to participate in
brand campaigns in some other meaningful way.

           NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                             ? 2012 360i LLC. All Rights Reserved
Integrated Solutions. Measurable Results.


                                                                                                              January 2012

                 360i Hispanic POV Series
                 Hispanic Digital Influencers

About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas
and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take
advantage of the new world of marketing communications – one where brands and consumers engage in interactive
and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients
include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit
www.360i.com or follow us on Twitter @360i.


Methodology
360i compiled a list of 150 Hispanic Influencers generated through tools such as Cision, Radian 6 and Sysomos, as well
as the leveraging of existing contacts to find established and emerging influencers onlinehe influence of each blogger
was determined using tools such as Alexa.com, Quantcast.com, Compete.com, and Klout.com based on 360i’s accepted
standards of online influence.

Analysts within 360i’s Insights and Planning group analyzed each influencer’s monthly content (avg. 10 posts per
influencer). Within each post, the voice of the influencer and the type of content (such as specific photos and/or links)
shared were qualified and analyzed.

The analysis consists of:
   ?   150 influencers
            o 19% male, 81% female
            o 20% Spanish-dominant, 72% English- dominant, 8% Bi-lingual
   ?   1,500 total posts analyzed




             NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

                                                ? 2012 360i LLC. All Rights Reserved

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360i POV: Hispanic Digital Influencers

  • 1. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers Executive Summary This is the first in a series of reports that explore the role social media plays in the lives of Hispanics living in the United States. For marketers, the growth of the US Hispanic population presents both the promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power – and the challenge of understanding the cultural nuances of a demographic with unique digital behaviors. The goal of the series is to shed light on this vibrant and growing demographic and provide guidance on best practices when engaging Hispanics. For this report, 360i collected and analyzed the activity of 150 Hispanic digital influencers to understand the role these individuals play in leading conversations among their constituents. This analysis can help marketers better tailor their Digital Word of Mouth (DWOM?) campaigns to motivate these influencers. Key Takeaways: 1. Hispanics view the Internet as a virtual “Plaza del Pueblo,” or town square - an environment in which they are inspired and motivated to join the conversation. Given this view, Hispanics are 37 percent more likely than the general population to publish a blog and 12 percent more likely to visit other blogs, per Nielsen. Brands that give this population the opportunity to become a part of their story in digital – to create and share – will have the most success when it comes creating meaningful relationships with people. 2. Hispanic influencers who communicate exclusively in Spanish tend to share more promotional and equity content than those who prefer to communicate in English, and even more still than general population influencers. This presents an opportunity for marketers to utilize Spanish- language influencers to communicate brand messages in an authentic way. 3. General population influencers demonstrate much more diversity in what motivates the types of content they share, while Hispanic influencers are primarily motivated by their shared cultural ties. Understanding the various mindsets of Hispanic influencers will help marketers frame the right approach, especially when developing DWOM? programs. Brands who invest in truly understanding the unique passions, behaviors and motivations of Hispanic influencers will find the most success in reaching them in online spaces. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
  • 2. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers Hispanic Influencers & the Blogosphere Hispanics view the digital landscape as a “Plaza del Pueblo” (town square) – a central place for the community to come together, talk, gossip, connect with like-minded people and share information and important content. Within traditional Plaza del Pueblo gatherings, the emergence of a person or group of people who are seen as conversation leaders is inevitable - the masses look to them to steer the discussion. This occurs in the digital space as well, where influencers take to the blogosphere to voice their opinions and lead conversation. Hispanics are 37 percent more likely than the general population to publish a blog on a blogging platform or a social networking site, and 12 percent more likely to visit other blogs (Nielsen). Although still a smaller percentage of active online users as compared to the general population (due to the smaller population size overall), they are more likely than their general population counterparts to be creators, as well as avid consumers of user-generated content (Forrester). Brands will want to take note of this population and its eagerness to engage and create in online spaces. While the Hispanic online influencer community is still in its infancy and comprises a relatively small portion of the overall influencer landscape, sites such as Spanglishbaby, Latinaonamission and Papiblogger enjoy a robust following of active readers. This might be attributed to there being significantly fewer online outlets that Hispanics find culturally relevant. Conversational Motivators Although general population influencers show a tremendous level of diversity in motivators, Hispanic influencers are primarily motivated by their shared cultural ties. Through our study, we found that Hispanic influencers express culture in four distinct ways — unique from general market influencers — which influence the kind of content they share and type of audience they attract. Informative: The most prevalent motivator for Hispanic influencers to create and share content is to inform and educate their readers about their area of expertise (often focused on Hispanic themes), reflecting a sense of responsibility towards their audience. Hispanic influencers differ from general population influencers in the informative tone they take when offering guidance on topics that help reconcile the duality of a Hispanic-American’s bicultural lifestyle. Topics in this area tend to address issues like cuisine, child raising techniques, language and even beauty rituals. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
  • 3. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers Creative: Similar to their general population counterparts, Hispanic influencers in a creative mindset are learning while they are blogging; they are improving their skills with cultural influences, past experiences and tips from other Hispanic bloggers and friends. The tone is lighter, more open, always evolving and somewhat uncertain when compared to the informative standpoint. Personal: Influencers communicating from a personal, vulnerable perspective are usually seeking companionship from their readers by detailing their own life journey and struggles, in which assimilation and acculturation are often central components. Private lives are exposed, thus there is much talk of family and nostalgia. While many general population influencers also blog due to these types of motivations, Hispanic influencers’ areas of vulnerability are often tied to their experience as Hispanics, more so than their experiences as moms, cooks, husbands, professionals, etc. Awareness: Influencers who are blogging in the “awareness” state of mind recognize social and cultural problems, breakthroughs and accomplishments of the Hispanic community and seek to spread awareness of these issues to their readers. Understanding Hispanic influencers’ mindsets will help frame the right approach to engage them, as many marketers seek to do through Digital Word of Mouth (DWOM?) programs. For example, the combination of a Creative and Informative voice is particularly common in food bloggers because they seek to educate the readers about Hispanic heritage through food, but are also personally trying to balance Hispanic culture and American lifestyle. Language Preferences An important aspect of Hispanic culture involves the conflict of linguistic duality. The differences between those who communicate in Spanish or in English are important to note when trying to reach this audience. Per our research, seventy-two percent of Hispanic influencers choose to communicate in English, as it has the potential to reach a greater audience. Not surprisingly, Hispanic audiences often choose to consume content in English, as they perceive it to be more robust and the information more regularly updated. A report from Advertising Age corroborates this statistic, finding that 71 percent of US Hispanics prefer to use English online. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
  • 4. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers Interestingly, Hispanic influencers who communicate exclusively in Spanish tend to share more promotional content and equity content, rather than intimately driven personal anecdotes, as compared to those who prefer English. Bloggers writing in Spanish feel less of a need to emphasize connections with their Hispanic heritage by focusing on purely personal posts, leaving greater opportunity to incorporate promotional and equity content. Brands can play an active role in Hispanic conversations online regardless of the language, but marketers should be mindful of the difference in the cultural perspective and the type of value exchange consumers are seeking relative to the language of the post. Content Shared Conversational motivators and language are important factors in determining how to communicate with Hispanic influencers and for understanding the content produced and the value expected by the Hispanic population. This audience predominately shares content that is highly personal in nature, centered on stories of their own families and spoken with a distinctly individual perspective. Promotional brand-sponsored content is also prevalent, which diverges from the tendencies of general population influencers who shy away from brand-sponsored content. Equity posts – or posts created to engage readers and inspire interactions with content (polls, questions etc.) – are less common. Corporate content, addressing the larger entity of the blog/platform itself, is not prevalent. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
  • 5. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers Furthermore, Hispanic influencers include photos in more than 54 percent of their posts and links in nearly 65 percent of their posts. Nearly a quarter of all posts include at least one photo or link that is brand-provided and/or drives back to a brand page. Roughly 33 percent of all images posted tie back to recipe creations, food in general and the ritual of a meal. This coincides with the cultural importance of meals, especially considering 22 percent of recipe photos come from influencer blogs and platforms where cooking and food are not the main topical focus. A quarter of all links shared are of promotional nature, driving back to brand websites or specific products sites. Hispanic influencers also tend to link back to each other’s pages, which demonstrates the collegial nature of the community. When it comes to content, Hispanic influencers find most inspiration in writing about topics such as family and parenting (specifically raising bicultural children) and cooking, which makes any CPG brand potentially relevant, valuable and easily incorporated into content. Ultimately, however, all of the topics are informed by the Hispanic culture and serve as a reflection of a constant need to resolve their dual identity, which spans across a multitude of product verticals, from fashion to finance. Marketer Implications As the Hispanic population continues to grow, marketers who pay more attention to cultural nuances and motivational drivers will have the most success in reaching them. Because it is a relatively small community, finding Hispanic influencers to work with can be challenging. This is true especially when narrowing the criteria further by content posted, language use, and readership size. However, because the number of brands that currently work with Hispanic influencers is still small, a clear opportunity exists to form strong and lasting relationships with them that can benefit your brand in both the short and long term. Marketers who wish to capitalize on the growing power of Hispanic influencers should consider DWOM? outreach, involving influencers in content creation, and/or inviting them to participate in brand campaigns in some other meaningful way. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
  • 6. Integrated Solutions. Measurable Results. January 2012 360i Hispanic POV Series Hispanic Digital Influencers About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit www.360i.com or follow us on Twitter @360i. Methodology 360i compiled a list of 150 Hispanic Influencers generated through tools such as Cision, Radian 6 and Sysomos, as well as the leveraging of existing contacts to find established and emerging influencers onlinehe influence of each blogger was determined using tools such as Alexa.com, Quantcast.com, Compete.com, and Klout.com based on 360i’s accepted standards of online influence. Analysts within 360i’s Insights and Planning group analyzed each influencer’s monthly content (avg. 10 posts per influencer). Within each post, the voice of the influencer and the type of content (such as specific photos and/or links) shared were qualified and analyzed. The analysis consists of: ? 150 influencers o 19% male, 81% female o 20% Spanish-dominant, 72% English- dominant, 8% Bi-lingual ? 1,500 total posts analyzed NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ? 2012 360i LLC. All Rights Reserved
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