CULTURE

SUM M ER 2010

digitizing
culture

welcome bienvenidos
With the red-hot growth of online media in the multicultural market, the number of digital tools companies can use to initiate and maintain conversations with the multicultural consumer have multiplied exponentially. Its an exciting new world out there, with millions of these consumers searching online for culturally-relevant content, interacting with friends and family on social networking sites, and using mobile devices to stay connected. The opportunities to interact with these tech-savvy, culturally unique markets are nearly limitless. The key to it all is culture. To reach out and tap into the pulse of the multicultural community, we need to demonstrate a deep understanding of their values, traditions and speak their language. Only then can we truly build a lasting relationship of mutual understanding with our consumer. Now, more than ever before, we have the opportunity to create relevant, innovative, brand communications to which multicultural consumer can relate. All we need to do is listen, understand and adapt. By understanding the multicultural market and the innovative communications technologies available, brands can engage in meaningful and persistent, culturally-appropriate dialogue with their customers and their communities.

Armando Azarloza, President The Axis Agency

whats inside

6
the power of the multicultural consumer online

9
how to best measure social media effors

10
a year of social media marketing

12
for hispanics, the web has always been social

18
african americans online

22
social fans more likely to buy

24
case study
American Airlines

30
case study
Degree Men

34
blogger profile
Midtown Chic-a

35
speaker spotlight
TagMe 2010 Conference

35
cant miss conferences

36
axis biotweets

38
top celebrity tweeters

39
full circle

+ los angeles + new york + miami + chicago + dallas + austin www.theaxisagency.com

4

23 million hispanics are holding

conversations online.
Start talking with them today by digitizing culture.

the power of the multicultural consumer online

At the time of the 2000 Census, Hispanics were considerably less likely to be Internet users than the general population, but times have changed.
Hispanics have reached a critical mass online more than half (54%) use the Internet, according to consumer and media research firm Scarborough Research. The Hispanic adult is as dynamic a consumer online as he or she is in the traditional media world. Local influencers and unique demographics drive distinctive online shopping behaviors, types of Internet connectivity, and overall Internet usage. Hispanics are an important online consumer group: they have distinctive online needs and represent an emerging and growing marketing opportunity. Brands utilizing interactive marketing to target Hispanics could have an advantage. The online advertising marketplace appears to be under-represented when it comes to Hispanic promotions, so first-movers with Hispanic-targeting online marketing activity could lay the groundwork for creating greater opportunities for lifetime brand loyalty.

This is an on-the-go and connected consumer group, and mobile marketing could be a key way to reach them.

INTERNET USE Hispanic Internet access has grown 13% (on a relative basis) since 2004 from 48% in 2004 to its current penetration of 54% (as noted above). By contrast, Internet access by all consumers nationally grew 8% during the same time period. In 2004, 64% of all consumers accessed the Internet, and this increased to 69% in 2008. 18-34 year-old Hispanics are more likely to access the Internet than Hispanics overall, and their rate of Internet access is growing at a faster pace than that of the total Hispanic population. 52% of 18-34 year-old Hispanics were online in 2004. This grew to 60% in 2008, an increase of 15%. Given that both Internet users and Hispanics tend to be younger than the general population, this is no surprise. 14% of the U.S. adult population is Hispanic. Scarborough identified 13 local markets with an above-average concentration of Hispanic adults and examined their distinctive Internet patterns. These markets, along with their Hispanic incidence among adults, are: Chicago, IL Dallas, TX El Paso, TX Fresno, CA Harlingen, TX Houston, TX Los Angeles, CA 17% 22% 75% 46% 86% 29% 39% Miami, FL New York, NY Phoenix, AZ Sacramento, CA San Antonio, TX San Francisco, CA 46% 19% 23% 21% 50% 19%

BROADBAND Household broadband* access has grown exponentially since the start of the decade. According to Scarborough Research, 71% of U.S. Internet Users have broadband at home, growing from just 15% in 2002. Hispanics have been taking advantage of the expansion of broadband, and their rate of adoption has mirrored that of the total U.S. population. Currently, 68% of Hispanic Internet Users** have a broadband connection in their household. This grew from 13% in 2002 an increase of more than fivefold. DOWNLOADING Forty-two percent of Hispanic Internet Users downloaded* some form of digital content, such as music, podcasts or video games during the past month, in comparison to 35% of all Internet Users. In fact, Hispanic Internet Users are 21% more likely to download digital content than the average adult online.Music is the top category for downloading. 32% of Hispanic Internet Users report downloading music during the past month. 11% downloaded audio clips. In the video category, 9% downloaded movies, 8% downloaded television programs, and 17% downloaded other video. 3% of Hispanic Internet Users downloaded podcasts, and six percent downloaded video games. Younger consumers are more likely to download content online. Forty-nine percent of 18-34 year-old adult Internet Users downloaded digital content in the past month, compared to 35% of the total online population. Similarly, it is no surprise that whem you examine this younger demographic of Hispanics, the percentage is even higher. 51% of 18-34 year-old Hispanics downloaded digital content during the past 30 days.

* Broadband connection is defined as having a cable modem or DSL connection in the household ** Hispanic Internet Users are those Hispanics that access the Internet

INTERNET SPENDING Scarborough finds that almost two-thirds (62%) of Hispanic Internet Users are online purchasers, meaning that they bought merchandise online during the past year. This is not far behind the total Internet population, as 70% of Internet users nationally made an online purchase in the past 12 months. The mean amount spent online annually by Hispanic Internet Purchasers*** is $762, versus $861 for all Internet Purchasers. Moreover, average Internet spending among Hispanic Internet Purchasers increased by about 6% since 2006, a rate of increase comparable to Internet Purchasers overall.

THE MOBILE CONNECTION Hispanics are avid cellular phone users. They are more likely than the typical adult to have a cell phone, and they are in the top spending brackets for cellular usage. Hispanics have been at the forefront of using the expanded functionality and technology in cellular devices, such as picture taking, text messaging and downloading ring tones or games. They are also more likely to use cell phones for tasks such as email or utilizing other Internet features. DEMOGRAPHICS Youth, education, and higher than average household incomes are three demographic calling cards of Hispanic Internet Users. Hispanic Internet Users have higher household incomes than the total Hispanic population. Half (50%) of Hispanic Internet Users have an annual household income of $50,000 or more. The average household income of a Hispanic Internet User is $67,000, versus $54,000 for all Hispanics. They are also more likely (than the average Hispanic) to have a four-year college degree or greater, and to be employed full- or part-time. Well over half (57%) of adult Hispanic Internet Users are under the age of 35, versus 35% of total Internet Users. As Hispanics overall are more youthful than the general population, and Internet users are younger, the online youth factor is accentuated even more among Hispanics.
360

*** Hispanic Internet Purchaser refers to Hispanics who made any Internet purchase during the past year

This article is reprinted with premission from Scarborough Research.

how to best measure social media efforts

Depending on your point of view, social media is either a powerful force that has redefined communications forever or simply a new set of channels for people and organizations to communicate with each other. Either way, for most companies and brands, social media has moved from being an object of curiosity in 2007 to modest experimentation in 2008 to mainstream adoption in 2009. Now its time to justify that investment in 2010. Where to begin? First and foremost, start by clearly defining your organizations desired outcomes. For social media, this might include driving $X million in sales, engaging a new audience or community, improving customer satisfaction, or changing customer behaviors. Define the goals as precisely as possible in measurable business terms. With desired outcomes in hand, you can then identify and prioritize the activity, reach, and relevance metrics to support those outcomes. We tend to organize these as three Cs and three Ss: C1. CONTENT MEASURES: Analyzing how content is consumed, shared, adapted, and amplified, including: S1. SITE MEASURES: Analyzing Web site metrics including visitors, time, downloads, feedback, etc.; S2. SEARCH MEASURES: Assessing paid and organic search for company content and keywords; S3. SYNDICATION MEASURES: Assessing engagement with brand-related content beyond your Web site, including video views, links, etc. C2. CONVERSATION MEASURES: Analyzing volume, content, and sentiment of relevant conversations, including share of voice, message penetration, favorability, or intensity of opinion. C3. CAMPAIGN MEASURES: Assessing ROI against defined campaign objectives. The good news is that social media is rich with data and much of it is freely available. Just make sure you focus on both the metrics and the outcomes, not the tools. Insight doesnt live in silos, so youll need multiple sources.

a year of social media marketing

by Lee Vann and Felipe Korzenny

Astronaut Jos Hernndez, a/k/a @Astro_Jose, tweets in both English and Spanish to 100,000 people who have been following his remarkable life from field-worker as a child in northern California to outer space.
Its not hard for him to find followers these days. The majority of online Americans now visit social networking sites, and Hispanics and other minorities continue to visit them more than non-Hispanic whites, according to the 2009 Multicultural Marketing Study by the Center for Hispanic Marketing Communication at Florida State University, DMS Research, and Captura Group. The study also reveals that social media usage among Hispanics and other minorities continues to grow by double digits, with Facebook and MySpace leading the way. Whats more, smaller social networking sites such as hi5, Black Planet, Twitter and LinkedIn have strong appeal with certain ethnic groups. MOST ONLINE AMERICANS VISIT SOCIAL NETWORKING SITES AT LEAST TWICE A MONTH In the past year, we found that usage of social networks across ethnic segments has grown exponentially. Marketers take note: most Americans now visit social networking sites and use them as increasingly important means for communication and information. Percent of a given segment who visit a social networking site at least 2 -3 times per month: + + + + + 62% of English-Preferring Hispanics, up from 46% in 2008 63% of Asian Americans, up from 42% in 2008 60% of African Americans, up from 33% in 2008 59% of Spanish-Preferring Hispanics, up from 35% in 2008 55% of Non-Hispanic Whites, up from 24% in 2008

10

In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue.
Although ethnic minorities are still more likely to visit social networking sites when compared to Non-Hispanic Whites, the gap has closed considerably as social networking has become more popular. MOST ETHNIC SEGMENTS NOW PREFER FACEBOOK OVER MYSPACE In 2008, we found that MySpace held a firm lead over Facebook. Today, the tables have turned, and Facebook has become more popular among all of the ethnic groups that we analyzed with the exception of Spanish-Preferring Hispanics. (See Fig. 1) SOCIAL MEDIA PREFERENCES ARE BEGINNING TO FRAGMENT AMONG MINORITIES When considering a social media strategy, marketers should take note that ethnic groups have preferences between social networking sites. Consider the case of Hi5, a social media site with a strong presence in Latin America. Its success in the southern hemisphere has made it extremely popular with Spanish-Preferring Hispanics in the U.S. who want to connect with family members back home. Today, hi5 competes with both Facebook and MySpace among Spanish-Preferring Hispanics (29.1% usage versus 36% and 41%, respectively). These findings are important because as social networking has become ubiquitous, specialized sites have become viable options for advertisers looking to target ethnic audiences. (See Fig. 2) ASIAN AMERICANS ARE TWICE AS LIKELY TO USE LINKEDIN AND TWITTER The 2009 study also included the usage of LinkedIn and Twitter. We found that both sites are still emerging and most popular among Asian Americans. We attribute the popularity of LinkedIn and Twitter among Asian Americans to higher income levels and technology adoption. (See Fig. 3) MORE GROWTH EXPECTED FOR 2010 In the past year, usage of social networking websites has exploded among all ethnic groups and we expect this trend to continue. While preferences of certain social networking sites might change over time, social media promises to remain relevant for all ethnic groups. People such as Jos Hernndez can expect many more followers. For marketers, the sky should also be the limit.
This article is reprinted with premission from MediaPost. 11

Percent of a given segment who visit Facebook (2009/2008) and MySpace (2009/2008) regularly

English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites

44% / 18% 55% / 18% 42% / 12% 36% / 13% 43% / 7%

41% / 44% 29% / 31% 40% / 29% 41% / 35% 31% / 22% Fig. 1

Percent of a given segment who visit Hi5 and Black Planet regularly (2009)

English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites

6.1% 5.0% 4.8% 29.3% 0.4%

2.4% 1.0% 17.2% 0.6% 0.0% Fig. 2

Percent of a given segment who visit LinkedIn and Twitter regularly (2009)

English-Preferring Hispanics Asian Americans African Americans Spanish-Preferring Hispanics Non-Hispanic Whites

7.2% 14.5% 4.2% 0.9% 7.1%

6.7% 10.8% 6.6% 2.6% 5.6% Fig. 3

360

for hispanics, the web has always been social

U.S. Hispanics are a young demographic segment with a strong affinity for social media and technology in general, and Hispanic culture plays an important role in promoting online social connectivity. Hispanics in the U.S. tend to be drawn to collectivistic values and often look to one another to help guide decisions and opinions; social media facilitates such collective sharing of information and communication.

12

Hispanics tend to be proactive and create and share their own content and social networks are ideal platforms for publishing and distributing such original content.
Even 17% of online Hispanic Boomers & Seniors read blogs
Use social networking sites
47% 26% 16% 26% 20% 17% 26% 20% 11% 16% 15% 12% 11% 9% 6%

Hispanics have been avid users of social media since its inception, and continue to lead the way in terms of adoption, usage and engagement. As of 2009, the top social networking sites for the HCM segment are MySpace and Facebook; however, there are several Tier-2 social sites (i.e. Hi5, Sonico.com, MyBatanga, Cyloop, etc.) that rank high in terms of usage and engagement. Market forces are driving Hispanics to use social media. There is a dearth of culturally-relevant and in-language content available to them online. As a result, Hispanics tend to be proactive and create and share their own content and social networks are ideal platforms for publishing and distributing such original content. In reaching out to U.S. Hispanics through social media, brands must connect with Hispanic culture and create online social environments/experiences that are relevant from a cultural point of view (and potentially in-language). Developing this new communication model requires a strategic, long-term approach.

Read blogs Participate in discussion boards, Publish your own Web pages Publish or maintain a blog

Gen Y (18-26) Gen X (27-40) Boomers & Seniors (41+)

MySpace
21% 24% 22% 16% 20% 18% 12%

31% 31% 31%

YouTube

iTunes

Wikipedia

15% 13% 20%

VoyMusic.com

5% 13% 10% 7% 8% 13% 2% 8% 9% 2% 5% 8% 2% 5% 7% 2% 4% Spanish-preferring Hispanics English-preferring Hispanics All online Hispanics

IMDB

PlanetaTV.com

Batanga.com

VoyTV.com

Facebook

13

Percentage of Respondents Who Visit Social Networking Sites at Least Two or Three Times a Month
40% 35% 30% 25% 20% 15% 10% 5% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans Non-Hispanic Whites

36%

34 27%

26%

18%

Fig. 1

BACKGROUND / TIMELINE Social Media is a relatively new phenomenon (as a reference, Facebook and blogging in general came to the worlds attention in early 2004), and Hispanics in the U.S. across the acculturation and language preference spectra have been part of it since the beginning. Past As an example, a recent Forrester study1 reveals that: + In 2005, 9% of Hispanics reported using social networking sites, such as MySpace, QuePasa, and MiGente1. + Use of social networks among U.S. Hispanics tripled between 2005 and 2006, with MySpace at the top of the list and 31% of Hispanics visiting the site at least once a month1. + As of 2007, 50% of online Hispanics reported to participate in at least one of five social computing activities, including1: Social networking Blogging Maintaining personal Web pages Commenting on discussion boards

+ By 2007, U.S. Hispanics lead non-Hispanics in the use of social media. This was particularly true of young Hispanics (18-26), but older generations such as GenXers (27-40), Baby Boomers and Seniors (41+) were also participating.1 + In 2007, there were Hispanic social networking sites cropping up constantly on the Web. Some, such as QuePasa.com, had been around for a while, but were enjoying renewed attention. Others, such as ElHood.com, were new to the market and focused on music and entertainment. Additionally, MySpace had just launched MySpace Latino. + Spanish-preferring Hispanics, although less acculturated and with less income, are heavily engaged in the social media space. Specifically, when compared with Englishpreferring Hispanics, Spanish-preferring Hispanics are1: On par for visits to social networking sites More avid blog readers Slightly ahead on content creation and community participation

14

Hispanics often look to one another to help guide their decisions, and social media facilitates such collective sharing of information and communication.

15

Percentage of Respondents Who Visit MySpace or Facebook regularly

45% 40% 35% 30% 25% 20% English-Preferring Hispanics Spanish-Preferring Hispanics Asians African_americans Non-Hispanic Whites 15% 10% 5% 0%

44% 35% 31% 29% 22% 22% 22% 22% 22% 22%

MySpace

Facebook

Fig. 2

Present + By 2009, 65% of Hispanics online were using social media.3 + As of 2009, U.S. Hispanics continued leading the way in social media usage.2 36% of English-preferring Hispanics visit social networking sites at least two or three times a month (over-indexing Internet users of Asian origin, the group with the highest usage and engagement stats in the U.S. (Fig. 1) Spanish-preferring Hispanics are not too far behind, at 27% (compared to 18% for non-Hispanic Whites) + Over the course of the past two years, MySpace and Facebook have become the predominant social networking sites for U.S. Hispanics.2 44% of English-preferring Hispanics (and 35% of Spanish-preferring Hispanics) visit MySpace or Facebook regularly (vs. 22% for nonHispanic Whites) English-preferring Hispanics are avid Facebook users, on par with Asians (see chart below) in the U.S. at 18% (vs. 7% for non-Hispanic Whites) + Young Hispanics (35 and younger) and Social Networking2: English-preferring Hispanics are on par with Asians and non-Hispanic Whites in terms of social network site usage, at 58%. Spanish-preferring Hispanics 35 and younger trail behind at 33%.

+ Older Hispanics (36 and older) and Social Networking2 English AND Spanish-preferring Hispanics are on par with Asians in terms of social network site usage, at 24% (23% for Spanish-preferring) vs. 13% for nonHispanic Whites Future Additional relevant trends to keep an eye on: + Online Hispanics adopt new media technology (such as Web TV) quicker than non-Hispanics.5 + U.S. Hispanics are among the most avid users of mobile broadband (53% vs. 33% for non-Hispanic whites), and rely more on their cell phones than the general U.S. population, despite of their relatively lower incomes.4 Therefore, we should see continuous increase in mobile Internet access (this is particularly organic to younger generations of Hispanics, to whom smartphones function as their primary point of contact with the Web). Given the current demographic composition of the U.S. and the intrinsic characteristics of Hispanics (collectivistic, natural social networkers, etc.), we should expect to see continuous growth both in the size of the Hispanic social media user base, and degree of sophistication in terms of social media utilization. Therefore, it will become increasingly critical for brands to have a well thought-out social media strategy (Web and mobile) to effectively reach out to Hispanics in a culturally-relevant way.

16

Percentage of Respondents 35 and Younger Who Visit Social Networking Sites at Least Two or Three Times a Month
60% 50% 40% 33% 30% 20% 10% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans Non-Hispanic Whites

Percentage of Respondents 36 and Older Who Visit Social Networking Sites at Least Two or Three Times a Month
25% 20% 17% 24% 24%

58%

58%

57%

23%

33%

15% 10% 5% 0%
English-Preferring Hispanics Asians Spanish-Preferring Hispanics African-Americans

13%

Non-Hispanic Whites

Fig. 3

Fig. 4

PROSPECTS, INFLUENCERS AND SOCIAL MEDIA SITES The following data provides a snapshot of Prospect and Influencer social media use by listing the top 10 social sites they visit.6 The tables provide texture on traffic volume (total unique visitors) as well as engagement (time spent on the site, avg. minutes per visit) for three language preference categories: English-preferring, Spanish-preferring, and Indifferent. KEY TAKEAWAYS + Facebook and MySpace are the top social sites for HCM Prospects and Influencers: Prospects prefer MySpace Influencers prefer Facebook + Hi5 is still a popular social network among Spanishpreferring and Indifferent HCM Prospects and Influencers. + Blogs are also popular, with platforms such as Blogger and WordPress ranking among the top 5 across all 6 segments (Note: We need to take into consideration that some Web sites that do not qualify as blogs are built on these platforms). + Web video is widely popular as well, particularly among Prospects. + Twitter appears in the top 10 sites for all 6 segments, but it seems to be slightly more popular among Influencers.

COMPETITIVE ANALYSIS It is imperative for brands to pay close attention to what HCM Prospects and Influencers are doing in the social media space, as they over-index all other ethnic segments in utilization and engagement: + Special attention to Tier 1 (MySpace and Facebook) and Tier 2 (Hi5, Sonico.com Batanga, Cyloop, etc.) social networks + Keep an eye on important trends relevant to the HCM segment (i.e. increase in the use of Twitter, blogging/consumption of blog content, online video / Web TV, mobile social networking) + The HCM segment is poised to continue growing in numbers and relevance. Brands should have a strategy in place to address this and integrate HCM Prospects and Influencers as an important part of any future social media marketing plans / initiatives. + Within the context of this social media marketing roll-out plan, brands would benefit from creating culturallyrelevant (and even in-language) social environments where they can engage HCM Prospects and Influencers in conversations that will help fight barriers and drive positive associations with these brands.
360

Sources: 1. Hispanic Social Computing Takes Off, Forrester, 2007 2. The multicultural World of Social Media Marketing, 2009 3. Why Social Media is the Fabric of Hispanics Online, Brandweek, 2009 4. The Hispanic Institute: Hispanic Broadband Access: Making the Most of the Mobile, Connected Future, 2009 5. Half of U.S. Hispanics have an Online Social Media Profile, Business Wire, 2009 6. comScore MediaMetrix, October 2009

17

african americans online

The African-American Internet population reflects the high percentage of young people in the general African-American population: 30% are under age 18, and 71% of that group is online. How they get there is an open question. While 45% of African-American households had some type of Internet access in 2007, this group is more likely than whites to go online via mobile phone, according to the Pew Internet & American Life Project.
Black spending power is strong, estimated at $913 billion in 2008 by the Selig Center for Economic Growth. And with the recent election and inauguration of President Barack Obama, spirits have never been higher in some segments of the black population. Still, marketers seem uncertain about how to reach this audience. In 2008, advertisers were pulling money out of traditional black media and adding it to Hispanic ad budgets, at the same time as many were unhappy with their multicultural marketing campaigns.The fact that the US advertising industry is under attack for its lack of diversity only underscores the problem.The African-American market cannot be taken for granted this audience takes note of advertisers and the messages targeted to them, and responds accordingly. Television is still the top medium, but many people are multitasking online while watching. African-Americans watch more hours of television per week than any other racial group some 45 hours in 2007, according to The Nielsen Company. They also spent 31 hours per week on the Internet, according to a Radio One survey conducted by Yankelovich. Obviously there is some multitasking going on: 48% of the Radio One/Yankelovich respondents said they were online or using a computer while also watching television.

Time Spent with Media per Week by African-American Internet Users, OctoberNovember 2007 (% of total time)
TV Internet AM/FM radio Other* 18% 20% 26% 36%

Note: *ages 13 75; *all reading, listening to music, watching DVDs, video games and satellite radio Source: Radio One Inc., Black America Study conducted by Yankelovich, June 2008

18

Key eMarketer Numbers African Americans Online

23.7 million African-American* Internet users in 2013, up from 17.8 million in 2008 African-American* Internet users % of total African-American population in2013, up from 46.4% in 2008 African-American* Internet users % of total U.S .Internet users in 2013, up from 9.9% in 2008

56.4%

11.2%

Note: *alone or in combination with other races Source: eMarketer, March 2009

19

Some 56% of African-Americans, or 23.3 million people, are under age 35, and most of that group is online daily. Because of their intense interest in all things digital, Radio One/Yankelovich categorized them as follows:

Digital networkers
(median age, 23)
More than 92% are under age 35; 69% are male; 57% are students; and 44% live in suburbs. They are heavy users of social networking and instant messaging (IM) and have high ownership levels of laptops and mobile phones.

Connected black teens

Almost two-thirds are under age 18. Like other, nonblack teens, they are tech-savvy, heavily social, music-oriented and brand-conscious. Unlike other, nonblack teens, nearly one-half of the time they watch TV is spent watching blackfocused shows.One-half of those who are online visit black websites at least weekly.

Black onliners
(median age, 27)
They are heavy Web users; 45% are ages 18 to 34; 70% are male; and nearly eight in 10 shop online once per month and spend an average of $115 per month on the Web.They use e-mail and IM and visit YouTube, black websites and music websites.

20

Nearly one-third of black onliners admitted that if they see something they like, they have to have it, even if it costs more than they would like to spend.

US Adult Mobile Device* Users Who Use Mobile Content and Applications Daily, by Race/ Ethnicity, October December 2007 (% ofrespondents in each group)
White Send or receive text messages Take a picture Play a game Send or receive e-mail Access the Internet for news, weather, sports or other information Record a video Play music Send or recieve instant messages Get a map or directions to another location Watch video Total 3% 5% 4% 3% 2% 38% 4% 10% 9% 2% 4% 50% 3% 12% 12% 4% 2% 56% 28% 14% 6% 7% 7% AfricanAmerican Hispanic 34% 21% 11% 7% 9% 42% 20% 15% 9% 10%

Top 10 Websites Among US AfricanAmerican Internet Users, Ranked by Unique Audience Composition, September 2008 (thousands and % composition)
Unqiue audience (thousands) 1. BlackPlanet.com 2. zShare 3. imeem 4. WatchMovies.net 5. USAJOBS 6. Job.com 7. JobsOnline 8. Zango 9. BlackVoices 10. WorldWinner 793 409 551 633 701 625 384 708 841 509 % composition 77.6% 35.8% 29.6% 27.7% 27.0% 24.9% 24.3% 23.0% 21.9% 21.9%

Note: *ages 18+; *mobile phone or PDA Source: Pew Internet & American Life Project, Mobile Access to Data and Information as citied in press released, March 5, 2008

Source: the Nielsen Company, Multi-cultural Advertising, January 29, 2009

These young people are more brand-conscious than their elders, and more impetuous in their buying habits. Nearly one-third of black onliners admitted that if they see something they like, they have to have it, even if it costs more than they would like to spend. African-Americans online activities mirror those of every other online culture and population. Communicating by e-mail, researching and shopping were the top three activities in the Radio One/Yankelovich survey, just as they were in many other general-population surveys.

11 million people.The number must be considered in light of two facts. First, Yankelovichs survey base was 3,400 African-Americans, interviewed by phone and online.The charts extrapolation to activities that millions of participants engaged in is based on a Pew Internet Project report from March 2007; later reports gave lower values to African-American Internet penetration, as mentioned earlier in this report.
360

However, the fourth-ranked online activity in this AfricanAmerican-only survey is visit black sites, estimated at

This article is reprinted with premission from eMarketer.

21

social fans more likely to buy

Social media marketers looking for an indication that their efforts are helping the bottom line will be encouraged by findings from Chadwick Martin Bailey and iModerate that social friends and followers feel more inclined to purchase from the brands they are fans of.
22

U.S. Internet Users Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Facebook
February 2010 (% of respondents)
Yes, for many brands

19% 19%
Yes, for a few brands

32% 41%
No

34% 29%
Do not know

15% 12%
Note: n=1,504 ages 18+; numbers may not add up to 100% due to rounding Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, March 10, 2010

The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand.

Primary Reason that U.S. Internet Users Are Fans of a Brand on Facebook
February 2010 (% of respondents)
To receive discounts and promotions

More than one-half of Facebook fans said they are more likely to make a purchase for at least a few brands, and 67% of Twitter followers reported the same. The power of earned media gives a further boost to brands: 60% of respondents claimed their Facebook fandom increased the chance they would recommend a brand to a friend. Among Twitter followers, that proportion rose to nearly eight in 10. The researchers also explored why social media users become brand fans. The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand. On Twitter, discounts, up-to-the-minute information and exclusive content were the main draws; only 2% of respondents followed brands on Twitter to show their support. The findings are largely in line with previous research about what social followers want, but the results changed when Chadwick Martin Bailey asked respondents about why they had first decided to follow brands, and allowed them to choose as many reasons as they liked. Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%). Another 34% simply said it was fun and entertaining to become a fan. On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three.
360

25%
I am a customer of the company

21%
To show others that I like/support this brand

18%
Its fun and entertaining

10%
To be the first to know information about the brand

8%
Gain access to exclusive content

6%
Someone recommended it to me

5%
To be part of a community of like-minded people

4%
I work for/with the company

2%
I own stock in the company

0%
None of these

This article is reprinted with premission from eMarketer

0%

Note: n=1,504 ages 18+; numbers may not add up to 100% due to rounding Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, March 10, 2010

23

case study: american airlines

american airlines AAdvantage

The Axis Agency goes far beyond merely translating materials. We create public relations campaigns that truly connect with our target audience and incorporate our multicultural outreach. The following American Airlines case study goes to the heart of this strategy.
American Airlines engaged The Axis Agency to support an AAdvantage advertising campaign aimed exclusively at the U.S. Hispanic Market to increase its AAdvantage enrollment among this audience. The advertising campaign included major media buys in Chicago, Dallas, New York and Miami in print, online, broadcast and cable, as well as an education campaign scheduled for Telemundo. Over the years American Airlines has made significant inroads into the U.S. Hispanic demographic, whose buying power is estimated at nearly $1 trillion, and the potential to bring thousands more into the American Airlines AAdvantage family is huge. Some 41 percent of U.S. Hispanics live in American Airlines hub cities and are an inviting consumer base. As the Hispanic population continues to grow, so does their amount of travel. While historically, they may have traveled closer to home and taken more low-key vacations, today they are spending more money and traveling more frequently and to greater distances. Additionally, the growth of the U.S. Hispanic Internet audience in the last year has outpaced that of the total U.S. online population in the number of visitors, time spent and pages viewed, as the number of Hispanics going online and engaging continues to increase. So American Airlines wanted to capitalize on this trend by reaching out to Hispanics on platforms with which they were most comfortable.

24

OBJECTIVES + Position American as the airline that offers the best value in mile redemption with 40 flights to Latin America; 35 to the Caribbean and 14 to Mexico. + Highlight that miles accrued can be used by targets both to maintain an important connection with their home countries and to establish new connections in the United States. + Showcase the ease of enrollment and use of the website, AA.com in several languages. + Underscore the various ways in which members can earn miles.

MEDIA STRATEGY Our media strategy was a two-pronged, integrated campaign, reaching out to both traditional and social media: + First, we targeted Spanish-language media print, broadcast, digital and social emphasizing Americans commitment to this segment, pointing out the benefits that Spanish-speaking customers can reap by becoming members of Americans the worlds first frequent-flier program. + Second, we targeted English-language media specifically advertising trade publications (eg Ad Age, Ad Week) and business publications (Forbes, Fortune, BusinessWeek, Hispanic Business, Hispanic Market Weekly and Multicultural News, among others) emphasizing Americans long history and trendsetting status in outreach to U.S. Hispanics, and their importance to Americans overall business success.

25

case study: american airlines

PROGRAM ELEMENTS + Developed an ad and executed a buy on Facebook using Facebook Targeted Campaign targeting some 268,000 Spanish-speaking Facebook individuals who: - Live within 50 miles of Dallas, TX, Chicago, IL, Miami, FL or New York, NY - Are over the age of 18 + Created tweets in Spanish and English publishing each tweet on Americans Twitter channel and tracking re-tweets Uploaded the commercial to the American Airlines YouTube Channel, with a targeted message in English and Spanish Conducted an aggressive national media outreach campaign the week of commercial launch with follow up at both local and national level

Title (25 Characters): Programa AAdvantage Body (135 Characters): Conozca AAdvantage, vuele con nosotros y empiece a acumular millas en nuestras compaas participantes. Link: www.aa.com/mismillas

OUTCOME Our goal was to increase the enrollment of Hispanic consumers in American Airlines AAdvantage program, which has more than 62 million members worldwide. Since the campaign kicked off, 300 plus individuals have registered for the AAdvantage program, the majority of them choosing Spanish, by going through the www.aa.com/mismillas page referenced on our materials and those numbers are still coming in. The media campaign has generated more than 48 media placements with more than 21 million impressions, reaching an audience of 5,823,361. This includes placements in Hispanic Business, PR Week, Hispanic Market Weekly, and the Dallas Business Journal a story that was picked up by business journals nationwide as well as a local hit on the 33 TV news broadcast and a number of local Spanish-language publications.

26

the media campaign has generated more than 48 media placements with more than 21 million impressions, reaching an audience of 5,823,361

TWITTER NUMBERS Tweets published through Americans marketing brand channel called AAirwaves over the course of two days had a potential reach of 42,181 individual Twitter users, including followers of American Airlines, over the course of this effort. FACEBOOK NUMBERS The ad on Facebook generated: + 794,692 impressions + 193 click-throughs + Total amount spent: $84.91

27

case study: american airlines

The following article was published in PRWeek on December 1, 2009.

American Airlines shoots to score with Hispanic travelers

by Kimberly Paul COMPANY: American Airlines PR AGENCY: The Axis Agency CAMPAIGN: The Penalty Challenge DURATION: September 24-December 31 American Airlines is working to interact with Hispanic consumers through various online strategies in 2009. One such tactic is The Penalty Challenge, which allows consumers to play an online soccer game and earn AAdvantage miles and the chance for ticket discounts. STRATEGY AA wanted to get Hispanic consumers more comfortable interacting with the company online, says Billy Sanez, corporate communications director. Hispanic customers are used to going to travel agencies and having a longer dialogue before they buy a plane ticket, he explains. So we want to make sure were in that longer dialogue online. The message is promoting AAs involvement with the Hispanic community and continued commitment to it, says Ana Barrera Waggoner, group manager for Axis Agency, AAs Hispanic PR AOR. Additionally, she notes, it promoted the companys relationship with Major League Soccer. PROGRAM ELEMENTS The PR team conducted media outreach to both English- and Spanish-language outlets, as well as travel publications. Twitter and Facebook were among the sites used to build buzz about the game. The Penalty Challenge itself is also viral, allowing players to send to friends and share their scores, a big part of spreading the word, Sanez says.

28

The results have allowed us to see the consumption pattern by fans of American and fans of soccer, and how they want us to interact with them

OUTCOME Media hits have included the Fort Worth Star-Telegram, Hispanic Market Weekly, and TravelPulse.com. As of October 21, more than 9,000 consumers registered and played the game. The results have allowed us to see the consumption pattern by fans of American and fans of soccer, and how they want us to interact with them, Sanez adds. FUTURE American plans to leverage the continued popularity of soccer, particularly around the 2010 World Cup in South Africa. Well look at how we can expand [The Penalty Challenge] to other areas or how we can add an additional version to it for the future, says Sanez.

29

case study: degree men

degree men siempre enfrenta el reto

Degree Men, a Unilever brand, commissioned The Axis Agency to launch an online campaign targeting the U.S. Hispanic market that leveraged the brands sponsorship of the Mexican National Soccer Team as it made its way to the 2010 World Cup.
Axis focused its digital strategy less on bulky platform development and more on community building through unique branded experiences within popular social networking sites. The concept of brand as a friend lead the campaign POV; providing personal access to exclusive Mexican National Team content and experiences consumers could share, personalize and grow their own social currency. Through Facebook, MySpace, YouTube and Twitter, Axis deployed a wide range of original multimedia content, conversation starters and promotions that focused on our target audiences passion for soccer. Across all these social media channels, Degree Men allowed consumers to show

30

The Axis Agency captured and produced exclusive interviews, event highlight reels and behindthe-scenes video packages with current players and several Mexican soccer legends.
off their cultural pride and engage with a brand that truly understands their wants and needs. As part of the ongoing engagement and conversations across Facebook and Twitter, Axis produced a series of timely polls, quizzes and trivia questions that prompted consumers to participate and share. To fully leverage the brands partnership with the Mexican National Soccer Team, Axis captured and produced exclusive interviews, event highlight reels and behind-thescenes video packages with current players and several Mexican soccer legends. These videos were seeded and distributed across all brand channels and were pitched to online media outlets, bloggers and online influencers for additional syndication and maximum reach. COMMUNITY MANAGEMENT To manage the brands social media communication stream, Axis assigned a core community management team charged with the ongoing posting of news-related commentary, quizzes, polls, trivia and video content; monitoring wall posts, tracking comments and conversations; and measuring total interactions and community growth.

31

case study: degree men

189,247
YouTube Channel Views

1,361
Twitter Followers

32

Degree Men currently owns the position of the #1 Mexican National Team fan page on Facebook

40,879
Facebook Fans

LEADING THE SPACE Although Degrees partnership deal with the Mexican National Team is not exclusive, it is the only brand sponsor who has established a meaningful presence in the digital and social media space. As a result, Degree Men currently owns the position of the #1 Mexican National Team fan page on Facebook with over 40,000 Facebook fans and counting.

Axis continues to help Degree Men lead the conversation with U.S. Hispanic consumers; increasing not only the brands visibility, but also building a long-lasting relationship with them, built around interaction, engagement and friendship.

33

blogger profile

Midtown Chic-a
by Stephanie Camargo Everyone has that go-to friend. You know the oneIts the person you call when youre looking for a good spot to take your date out to dinner, or the one you e-mail when youre booking a vacation for some cool travel tidbits, and at the very least, the one you text to find the best local groomer for your dog. Hi, thats me. I am your go-to chica for all your South Florida needs. Im the one e-mailing you because a new fashion boutique opened up on Lincoln Rd., and we have to go check it out. Or better yet, theres a new Broadway show coming to town that you absolutely must buy tickets for! And lets please not forget to make reservations for the new restaurant opening up on South Beach. This desire and my ability to share information with other people is what motivated me to start my own lifestyle blog, a place where I could centralize all my thoughts and personal experiences for the entire world to read and see (I know, scary). The way I look at it is, if its something I enjoy or find entertaining, then it might possibly be something someone else might enjoy and find entertaining as well, and that gives me personal satisfaction. Call it a combination of being curious and in-the-know, or just in tune with my local community, but my passion for writing my blog posts comes from wanting to share my knowledge and insights with family, friends, neighbors, peers and just about anyone else whos interested in what I might have to say. Obviously, being in the PR industry plays a major role because it is my job to be on top of the latest trends; its also taught me a lot about how the blogging community works and finally, clients see me as a local expert, so all of these things go hand-in-hand. Miami. Midtown Chic-a ended up being the ideal name for my blog. The ironies and rewards of life! Fast-forward exactly one year later and there I was, receiving an award from the Sun-Sentinel for Best Neighborhood Blog as part of a series of awards presented to local bloggers which included categories such as Best Food Blog, Best Music Blog and Best Tech Blog, all part of the first annual Best of Blogs (BOB) Awards ceremony. Who would have thought? Definitely, not I! But Ive learned if you mix a little bit of passion, with some skills and dedication and a whole lot of lovepeople will notice! Although I focus on South Florida and my local neighborhood, I enjoy writing about a lot of different things that inspire me; everything from local events, family and friends, my dog, Lola (who accompanied me to the awards ceremony), traveling, food and fashion among other things. The majority of my posts are from my own personal experiences and although I write them in English, I sometimes tend to use Spanglish to express myself best. It is very evident that I am a proud Latina who also likes to promote Hispanic-related topics (See my post on a recent off-Broadway show I saw, Platanos & Collard Greens). Regardless, blogging is something I do out of love and in my spare time (talk about work-life balance!) To those of you interested in starting your own blog, I say, make sure its something you are very passionate about and be prepared to sleep a little less. So the next time you find yourself in the 305, dont hesitate to drop me a line at www.MidtownChica.com.
360

I am your go-to chica for all your South Florida needs.

Midtown Chic-a, my blog which I started in March of 2009, was a dream project Id been formulating since I moved back from New York City in 2008. I knew I was going to miss the energy and activities that only a city like NYC could offer, but I also knew I was moving back to Miami for great reasons (insert family, beach and warm weather here) and that the 305 has so much to offer that many people that live here dont even realize! After working in Midtown NYC for a couple of years, I found myself right smack in the middle of a hip, new, up-and-coming neighborhood in Miami called Midtown

Stephanie Camargo is an award-winning blogger and Senior Account Executive at The Axis Agency.

34

speaker spotlight

TagMe 2010 Conference

Any entrepreneur or businessman whos not aware of the potential that social media offers, has fallen asleep in a train bound to nowhere, said Wally Sabria, SVP and Creative Director at The Axis Agency, during his keynote speech at the TagMe 2010 Conference that took place in Medelln, Colombia at the end of April, 2010. Joined by a panel of industry leaders including Brian Wong (Digg.com), and Andrs Barreto (GrooveShark.com), Wally shared that, Conversation, Content,

Wally Sabria, SVP/Creative Director, The Axis Agency

Community and Culture are the key pillars to a successful digital communciations strategy; allowing brands to maximize consumer engagement and overall campaign effectiveness. Its also essential to look for ways to integrate digital with other tactical platforms as part of a larger strategy. This 360 approach can make digital and social media a natural partner to other ongoing PR, live events, traditional print, broadcast and retail promotions.

Based on his experience at The Axis Agency, Wally points out that to guarantee success for clients in the digital space, brands should not focus only on the tools, but rather on the cultural connection and passion points that the brand and the consumer have in common. Impressions are great, but a deep, long-lasting relationship with consumers is what social media can potentially offer your brand. Finally, at TagMe, Sabria talked about the value of content development and community management. Its vital to keep the communication flowing with consumers on an ongoing basis. The more conversations and involvement a brand has with its consumers, the more both parties will learn about each other, he concluded.
360

Impressions are great, but a deep, longlasting relationship with consumers is what social media can potentially offer your brand.

cant-miss digital conferences

BlogHer Aug 6-7, 2010 The Hilton New York New York, NY
BlogHer brings bloggers from every corner of the blogosphere together for hands-on learning, rich discussions, opportunities to meet with the brands that support them and plentiful networking opportunities. BlogHer is open to anyone and everyone who considers themselves part of the blogosphere and is particularly focused on highlighting the skills and talents of women who blog. www.blogher.com/conferences

Blogalicious Weekend October 8-10, 2010 The Ritz Carlton Miami, FL

The Blogalicious Weekend conferences are aimed at celebrating the diversity of women of all ethnicities in social media. Everyone is invited and welcome to attend. The conference is a celebration of diversity and we want women bloggers of all backgrounds participate. www.blogaliciousweekend.com

Blog World Expo October 14-16, 2010 Mandalay Bay Las Vegas, NV
BlogWorld & New Media Expo is an exciting forum for members of both the new and traditional media. Learn about Content Creation, Distribution and Monetization strategies, stepby-step techniques and bleedingedge tools from the most successful bloggers, podcasters, social media pros, and internet TV and radio content generators. http://www.blogworldexpo.com/ media/media

ad:tech New York November 2-4, 2010 Javits Convention Center New York, NY
For more than ten years, ad:tech has provided media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. With 10 shows in 7 countries, ad:techs globally respected roster of speakers, workshops and exhibitors continues to make it the preferred resource and destination for digital marketers everywhere. http://www.ad-tech.com/ny/adtech_ new_york.aspx

35

@midtownchica Ur local source 4 all-things #Miami & more! A fun-lovin chic-a who enjoys a good laugh w/ her friends, fam and blogging it up #thatisall
@AfAmMaven I luv #Chi City, & channeling my inner bohemian. I heart JAH, people, family, simplicity and longevity. Sick with Bieber Fever.

@imageorreality Husband and father of twins on Chicagos mighty South Side. An independent thinker, believer in quality and patience, lover of risqu humor.

@angiedi The most outspoken employee in the Miami office!!!!!!!!!! Her colleagues would agree she is a telenovela guru =)

@vivimwiewall Free spirit whos enjoying every second of her life. AKA the loud, sarcastic YET nice one in the Miami office, holla!

axis biotweets
We thought it would be a cool idea to show you who we are in a different and non-traditional way. Thats why we asked all the team members @ The Axis Agency to come up with a Biotweet. In 140 characters or less, this is what they have to say about themselves and the things they dig.
@gabrielabucita Searching for meaningenjoying the ride! LOVE: life, hubby cuddling, our dog Juanita & hangin with my 9 nieces n nephews!

@mezul Cinema-luvin Latina thinks success is getting what you want & happiness is wanting what you get. Watches novelas for entertainment to appease the soul.

@gbujanda Big-D citizen by way of DF; news, film & politics junkie. Pro gabber 4 #Mexico City, #microfinance fan, hugely outwitted by 10-yr-old son

@danielnla FUN!! DIVERSIN!!

@LaGromero Fascinated with the nuance of MEANING. A Hispanic marketing professional infatuated with WORDCRAFT, a TRAVELER thrilled by a multi-hued worldview.

@melissaygalarza Easygoing girl who enjoys the simple things in life, great food, music and friendsyou will find me by the beach in Miami almost every weekend!

@karlaenriquez Bi-cultural, soul-searching, twentysomething year old full of passion and intellectual curiosity figuring out this crazy beautiful life
36

@Ale003 traveling the world is my thing and talking to people pays for my things. Always live in peace, love and dance till you please.

@almillag familia, friends, msica, faith, orgullo, culture, pasin, love, alegre, movies, determinada, food, travel, trilinge, nuff said

@YoAmoLA Self-appointed ambassador of LA. Wife, mother of twins, and Hispanic marketing pro who lives her life in gratitude and believes in paying it forward.

@DATKID323 Born and Raised in L.A., wish I lived in N.Y. #Brooklyn to be exact, love the Lakers, live by the principles of O.M.A.K (Observe Merits Appreciate Kindness)

@germanlibenson BBQ guru & film freak, lives by #ifyounevertry youll never know.A loyal warrior who doesnt kneel or surrender. Obsessed with #flawlessgems.
@ahkfiend Recently engaged, known for saying the wrong thing, but loving life and living it like there is no tomorrow. peace and chicken grease!

@lissymarie A Hello Kitty obsessed AfroIndian-Chinese-Cuban-American. My family, my friends and my job make me smile every day.
@VTartak A vivacious, spirited soul with a passion for great music, ethnic food, film, fashion, and is enamored with cultures and far off places.

@brookeashleyy In her 20s and loves fashion and traveling as much as possible. I love my life, my friends and my family!

@VBradford Proud Colombian @ Dallas office. Passionate about life, music and dancing! Carnaval runs in her blood 24/7.

@socialstudiola LA born > MIA bred. I think and work visually. Passion8 about new ideas and the next big thing. Digital or not, goal is to make it look hot

@sisanchez suffers from wanderlust, is freespirited, loves food and culturas, and never wants to forget where she came fromPUERTO RICO AND SPAIN!!! Wepa and Ol!

@Ayona26 Diverse, Determined, Diva-like Dallas girl #D4. Live by loving, laugh by living. Proud to be me and happy for life. #L3 live, laugh, love always and 4ever

@strattoni experiential, curious traveler who loves the thrill of discovering the beauty around her
@360culture Hispanic comms pro, sees culture as the soul & axis of our nations richness, fan of film, music & politix. Passionate about Cuba and its freedom

@cadlawrence married mother of two living a life that matters measured not by success, but the significance in others lives.

@candela_ortega LA born Cubana. GO #gallerymuseum + John Mayer + Salsa + hands covered in paint + head filled with a vision = HAPPY. LOVE.CULTURE.CREATIVITY.

@yvepacheco A t-shirt n jeans kind of chica who loves sports, reading, photography and new music. born & raised in LA but a citizen of the world.

@CMHaffner Jersey Girl from Nicaragua who calls the Big Apple home. Shes a film freak/ski bum & is passionate about living Green.

37

They are being followed day and night. But hey, theyre not complaining.

top 10

top 10

+ african american celebrities on twitter

10. Lenny Kravitz / @lennykravitz
1,834,954 followers

+ hispanic celebrities on twitter

10. Aleks Syntek / @syntekoficial
293,428 Seguidores

09. MCHammer / @MCHammer

1,874,078 followers

09. David Bisbal / @davidbisbal

380,981 Seguidores

08. John Legend / @johnlegend

1,893,271 followers

08. Daddy Yankee / @dynation

415,942 Seguidores

07. Soulja Boy Tell Em / @SouljaBoy

2,133,082 followers

07. Jennifer Lopez / @JLo

429,586 Seguidores

06. 05.

P. Diddy / @iamdiddy

06. Paulina Rubio / @paurubio

442,600 Seguidores

2,664,559 followers 50Cent / @50Cent

05. Anahi / @Anahi

567,237 Seguidores

2,718,183 followers

04. Mariah Carey / @MariahCarey

2,926,300 followers

04. Nelly Furtado / @NellyFurtado

1,171,015 Seguidores

03. Shaquille ONeal / @THE_REAL_SHAQ

2,968,278 followers

03. Juanes / @juanes

846,340 Seguidores

02. Oprah Winfrey / @Oprah

3,735,747 followers

02. Ricky Martin / @ricky_martin

1,238,012 Seguidores

01. President Obama / @BarackObama

4,408,364 followers

01. Shakira / @shakira

1,892,594 Seguidores

Numbers accurate as of July 1, 2010.

38

full circle

immediate gratification

by German Libenson

It was 2:44 pm on a sunny Wednesday afternoon and I decided to post a question on one of our clients Facebook pages. When I finished typing, I made sure there were no typos, the topic was relevant and that nobody else had asked the same thing in other competing channels. I was new to Social Media and I was trying to learn the rules of engagement as fast as I possibly could. My background was in advertising, so I wasnt used to having conversations with consumers on behalf of brands. My work had been creating ads and quite honestly, I felt a little old-school in this new environment. Nonetheless, I also felt I had some sort of divine power, for I had been assigned to manage the clients Facebook Fan Page. Thousands of fans across the nation had come here looking for entertainment, conversation and content; lots of content. They were hungry for stories and they wanted them now.

I asked myself, How long is it going to take for someone to comment or like what I wrote?

As soon as I pressed the Share button I asked myself, how long is it going to take for someone to comment or like what I wrote? Bam! Four seconds later I got 12 comments. It was surreal! At 2:44 pm my target audience was not watching TV, reading magazines, or even listening to the radio. No! The fans had a browser window open on their work desktops while they were probably writing their

reports or Powerpoint decks. Plus, many of them were connected to Facebook via their smartphones! Man, I shouted. Response time is faster than a 911 dispatcher! I remember a THX advertisement in the movies back in the 90s. Before a feature presentation, THX would blast the theater speakers with one cool sound effect and a super would then read: THX. The audience is listening. Those times are over. Now, audiences are having conversations with brands in the social arena. And boy, do those conversations spread like viruses. Five minutes later, the clients wall had 108 comments. The following morning, there were over 453 opinions. I got a call at lunchtime. It was my boss. Hey man, the clients really happy with the number of interactions. Now she wants us to increase the number of fans to 1,000,000 by the end of the year. Are you up for the challenge? I pictured myself sitting around a campfire with a million folks. Sure, man. We have a story to tell. And its a really compelling one.
360

German Libenson serves as Associate Creative Director of The Axis Agency. 39

CONTACT Armando Azarloza, President The Axis Agency 8687 Melrose Ave., 9th Fl. Los Angeles, CA 90069 www.theaxisagency.com
40