Nissan Shifting to Social Media to Reach the Hispanic Market
Nissan Americas unveiled its Spanish-language Facebook page on July 23, 2011 at the National Council of La Raza (NCLR) Annual Conference, reinforcing its commitment to the Hispanic community and its long-standing relationship with the organization. The conference attendees were among the first to experience Nissan’s latest social media effort, which offers Spanish-language information on Nissan’s vehicles and provides the Latino community with a forum to express themselves and embrace their diversity.
“Research shows that Latinos – who make up a rapidly growing demographic segment with a high proportion of young people – are using social media to find their voice and engage with consumer brands,” said Erich Marx, Nissan’s director of Interactive & Social Media Marketing. “At Nissan, we recognize how important social media has become within the Hispanic community and view our Spanish-language presence on Facebook as a critical channel for connecting with the Latino community.”
Hispanic Network Magazine asked Marx about the new and creative social marketing for Nissan. “The Hispanic community is a huge opportunity. It is a very young community whom over indexes on the use of social media.” Using social media, the Hispanic community will provide a canvas for Nissan by determining the culture. “We ask open ended questions and get feedback which we then funnel back to our product planners and to the people in the engineering community,” comments Erich Marx.
Nissan is one of three manufactures that are in the social media, and is the only one that has a Facebook page dedicated to Hispanics. Although social media is informal, it is one of the most valid researches that can be collected by a focused group mainly because it is community driven. The Spanish-Language Facebook page offers information on Nissan’s vehicles and provides the Latino community with a forum to express and embrace their diversity.
Impacto, Nissan’s Hispanic PR agency was a big influence on providing content, insights and advice on how to strategize. "It is great to be working with Nissan and NCLR; who are both very proactive in bringing a greater voice to the Latino community," said Victoria Negrete, CEO at Impacto, Nissan's Hispanic PR agency.
“Facebook is community driven, customer driven and people driven, not manufacture driven,” suggests Marx. Using social media, the Hispanic community will provide a canvas for Nissan by determining the culture. The chances