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2017 Hispanic Social Marketing Report
NBCUniversal’s social investment in past year has resulted in $1.2 billion in digital assets, with dollars being put into ownership of Vox, Buzzfeed and Snapchat. “It gives us a tremendous leg up for creating and curating great content,” Blacker says.
In the case of Snapchat, Blacker says it gives Telemundo consumers another way to interact with over-the-air content. “It invites the audience to come in and play with it, and engage in our stories in a whole new way,” he says. “The most important thing for us is to pivot.”
The expansion of social media efforts has also brought new opportunities for Telemundo’s broadcast properties. For example, Telemundo traditionally broadcast a TV special that revealed the nominees for the Billboard Latin Music Awards. Now, the special is no longer needed—Telemundo can use its social and digital media channels to alert the world as to the nominees. It can then later report on it through its news and entertainment programming.
An Ear To The Influencer
Are Hispanic influencers on Blacker’s radar?
Yes, as the annual Hispanic Influencer Summit, which takes place in Miami each year, attracts some 70 top Latino influencers over a two-day period. It’s tied to radio partner iHeartMedia’s Fiesta Latina event at American Airlines Arena.
Thanks to the Summit, Blacker has seen the definition, and role, of an influencer evolve. This has aided Telemundo in how to best pair each influencer with the right platform.
Blacker says, “The initial approach three years ago was that, if you are an influencer, you’re an influencer. Now, if you’re good in comedy, we want you to comedy and do it in an authentic and relevant way.”
At the same time, TV talent “has the capacity to be influential and better utilize their fan base.”
It’s a new twist on what constitutes the influencer in social media, and Blacker wants to capitalize on this cross-medium activity. “Conversation is not limited by borders,” he says.
It explains why there is a trademark on the “Generation M” name, and why Telemundo is making sure it is everywhere its consumers are.
Blacker concludes, “The Hispanic social media consumer is weaving ‘Hispanic’ into everything they do, and that makes us really happy because we can tap into the full spectrum of assets into what they bring.”
HMO