Page 48 - HSMR2017-2

2017 Hispanic Social Marketing Report
WHILE WE HAVE A HIT SHOW ON AT 10PM, WE ARE JUST AS CONCERNED AS HOW THAT PROGRAM PERFORMS ON TV AS IT DOES ON ITS INSTAGRAM ACCOUNT, OR ON ITS YOUTUBE CHANNEL, OR ON ITS SOCIAL PLATFORMS OTHERWISE.
— Peter Blacker
“This should be more than just a video clip of a scene shown on the TV show,” Blacker says. “It involves recognizing they have distinct needs.”
Thus, while one may think that great cross-promotion of a TV series would be to feature short :30s and :60s with key scenes from an episode, Blacker advises against such moves.
“We can do that uniquely because we have our own content,” Blacker
notes, making it known – as has been Telemundo’s practice in recent years – that it’s not like Univision, which cannot alter much of the programming it acquires from Mexican media giant Televisa.
“My job is fun, because I can just walk right over to the studios, work with the actors and production team, and instead of shooting something horizontally we can do something vertically,” Blacker says, adding that his access to talent and to studios is “an essential ingredient to today’s media mix.”
Earlier in this report, we offer readers Sharablee data, which offers a “social scorecard” on the top 10 TV networks by total actions for 2016.
Telemundo is No. 3, regardless of language. Univision is No. 5. This demonstrates how vital the Hispanic consumer is to social marketing.
“Each media company is measured not just with fans and followers, but with what they do with the content,” Blacker says.
As the No. 1-ranked member of the NBCUniversal family, Blacker says this “speaks volumes of how seriously we take social media.”
Is NBCUniversal creating content, or serving as a content curator, with respect to honing in on Hispanic media clients?
“The best answer for 2017 and beyond is that we have to have a balance of both,” Blacker says. “A healthy dose of curation is important. But, curation without original content you’re creating means you’re becoming increasingly commoditized. We have had the ability to frequently pivot.”
This involves publishing on new editorial platforms, and publishing in both Spanish and English.