El Sporting KC: Focus on Social Media (Part 2 of 2)
Lo prometido es deuda (A Promise Delivered)
As we promised you, here is part two of Sporting KC’s Hispanic reach through sales, marketing and, as you will learn today, social media.
If you haven’t read the story “Prepárate: Marketing to Latinos Major League (Soccer) Style,” here’s the quick recap.
Many sports teams have been trying to reach Hispanic consumers and talk to them through sales teams, but not many were thinking about speaking with their audience. Sporting KC brings in the brilliant Latino Marketing Manager Sinhue Mendoza, who puts several marketing plans in place to connect with his Hispanic audience. With small budgets, and insights on Hispanics and social media use, he utilizes mostly social media to reach out and connect. He turns Sporting KC to one of the most successful teams reaching to Hispanics, as well as turning those potential fans into diehard fans, by leveraging local hero, #99 Omar Bravo.
High engagement on a recent post from El Sporting KC about Omar Bravo being selected Latino of the Year
View the Whole Article?
Read it now on the Social Media Spanish Blog.
Prepárate: Marketing to Latinos Major League (Soccer) Style (Part 1 of 2)
[Intro] Last month, we broke down all MLS teams and how they connect with the Hispanic audience. Some teams’ efforts were minimal, but those of other teams were highly effective. Leading the pack was Sporting KC. After reading our post, Sinhue Mendoza, Latino Marketing Manager at Sporting Kansas City Soccer Club, reached out to us to share his thoughts. And, a simple call quickly turned into a highly insightful conversation.
Prepárate (Get ready!)
Fútbol is without doubt the world’s number one sport. But in Latin America, no one loves the sport more than Latinos. However, in the US, fútbol has not quite lifted the masses spirits like in the rest of the world.
Knowing that US Hispanics would be more prone to attend fútbol games because of their family traditions, teams focused on building sales teams to reach out to the Latino audience. What they did not do was build Hispanic marketing and communication teams to best reach these audiences, who in the long run could become brand ambassadors and diehard fans. And where there are diehard fans, there is high flying dinero.
View the Whole Article?
Read it now on the Social Media Spanish Blog.
MLS Fútbol (Soccer) Teams With Spanish Online Presence
In the 4th minute of Saturday night’s game against DC United, Omar Bravo of Sporting KC was anxious to take the shot. Sporting KC, who had been in last place as recently as June had a chance to lock up first place in the Eastern Conference and a solid opportunity at a berth in the MLS Cup. And while Bravo’s shot missed the goal, Sporting KC went on to win the game and complete the turnaround securing home field advantage in the playoffs.
But playing good soccer is not all that Mexican international Bravo and Sporting KC does well. They also have proven to be the savviest MLS team when it comes to reaching out to Spanish speaking Hispanics.
As we reviewed the MLS team websites we had in mind that the MLS, being a soccer league with teams in major Hispanic markets such as New York, LA, and Chicago, would definitely have a huge presence of Spanish language media forums. We were surprised after reviewing all 19 MLS teams that only 3, (including Sporting KC), had Spanish language social media presence, while 4 US based teams had no Spanish presence at all. Below is our complete review divided in 3 sections:
A. We Habla Español (Spanish website and social media.)
B. We Habla Poquito Español (Spanish website only.)
C. We Don’t Habla Español (No Spanish website or social media.)
We Habla Español
1. The MLS
Spanish presence: The MLS has launched an often updated Spanish news blog on its site. It publishes several articles per day in Spanish on current MLS topics, as well as the Latino de la Jornada (Latino Player of the Week). Additionally, the MLS has a very active Spanish Twitter page with over 5,400 followers.
Website: http://www.mlssoccer.com/es
Twitter: http://twitter.com/#!/Futbol_MLS
Facebook: none
2. Sporting Kansas City
Spanish presence: El Sporting KC has the most socially interactive Spanish media of all MLS teams. They are active on both Twitter and Facebook in Spanish, and have 750+ fans and 300+ followers respectively. Every website section in Spanish is updated regularly including ticket, sponsor, league, and contact information.
Website: http://www.sportingkc.com/espanol
Facebook: http://www.facebook.com/ElSportingKC
Twitter: http://twitter.com/#!/elSportingKC
3. FC Dallas
Spanish presence: The team has a Spanish news blog that is updated occasionally. They also have a Spanish language Facebook page that is updated frequently during the season. They have gained 499 fans to date.
Website: http://www.fcdallas.com/es/news
Facebook: https://www.facebook.com/somosfcdallas
Twitter: No
4. Portland Timbers
Spanish presence: Although in only its first season, the Portland Timbers have a deep Spanish website compared to the other teams. Website contains sections on news, sponsors, events, clubs and contact information in Spanish. In social media, there is a semi-active Facebook page, however it seems to be unofficial at this point. The Twitter page looks to be official, however, they have not tweeted yet.
Website: http://www.portlandtimbers.com/español
Facebook: has unofficial fan page–http://www.facebook.com/portlandtimbers#!/somostimbers
Twitter: http://twitter.com/#!/SomosTimbers
We Habla Poquito Español
1. Columbus Crew
Spanish presence: The Crew has a Spanish language news blog as well as event, club, sponsor, and news information in Spanish. While no official Spanish social media, they do have an informal presence in Spanish on Facebook.
Website: http://www.thecrew.com/espanol
Facebook: a Spanish language fan club tracks them: http://www.facebook.com/columbuscrew#!/TurbinaAmarilla?sk=info
Twitter: none
2. Chicago Fire
Spanish presence: Provides several Spanish language news articles per week.
Website: http://www.chicago-fire.com/es/news
Facebook: No
Twitter: No
3. Chivas USA
Spanish presence: While sharing the same owner as the Mexican Chivas Club out of Guadalajara, Mexico, Chivas USA is limited to only Spanish news on its website.
Website: http://www.cdchivasusa.com/es/news
Facebook: No
Twitter: No
4. D.C. United
Spanish presence: The team keeps a regularly updated Spanish news blog.
Website: http://www.dcunited.com/es
Facebook: No
Twitter: No
5. Houston Dynamo
Spanish presence: The Dynamo maintain a well-updated Spanish news blog.
Website: http://www.houstondynamo.com/es/news
Facebook: No
Twitter: No
6. Los Angeles Galaxy
Spanish presence: The team seldom updates their Spanish news blog.
Website: http://www.lagalaxy.com/es/noticias
Facebook: No
Twitter: No
7. New York Red Bulls
Spanish presence: The team seldom updates their Spanish news blog.
Website: http://www.newyorkredbulls.com/es/news
Facebook: No
Twitter: No
8. Philadelphia Union
Spanish presence: The Union have an FAQ section, ticket information, stadium info as well as an occasionally updated Spanish news blog.
Website: http://www.philadelphiaunion.com/es/news
Facebook: No
Twitter: No
9. Seattle Sounders FC
Spanish presence: The Sounders have a frequently updated Spanish language news blog.
Website: http://www.soundersfc.com/Espanol/Noticias-en-Espanol.aspx
Facebook: No
Twitter: No
We Don’t Habla Español
The remaining MLS teams do not have known Spanish websites nor social media profiles. Interesting as several of the teams (Colorado, New England, San Jose) are in major Hispanic markets. Expansion Montreal has a French version of the site, of course.
1. Colorado Rapids
2. Impact Montreal
3. New England Revolution
4. Real Salt Lake
5. San Jose Earthquake
6. Toronto FC
7. Vancouver Whitecaps
Your Thoughts
What do you think? Do you think more teams will launch Spanish language social media like Sporting KC has? Should other teams in larger Hispanic markets expect to gain even more fans on a Spanish social media forum? Do you think most Hispanics would be satisfied with the ample English language social media? Share your thoughts in the comments section below.