OYE! is a tool that can analyze, monitor and report online conversations among Hispanics helping to bridge the cultural gap with the Hispanic market.
At OYE! we endeavored this past weekend (7/10 – 7/12) to continue following the Hispanic conversation in the US for a selection of the Republican and Democratic candidates for the 2016 presidency. The 2016 Hispanic Vote is a topic we have analyzed and discussed over the past few months, however we have yet to measure the effects of Donald Trump’s entry into the ring. We found the conversation from this past weekend to be overwhelmingly dominant for Mr. Trump.
There are 4 things that we learned from our listening over this past weekend:
The volume of mentions as measured for each candidate was overwhelmingly driven by Donald Trump on both Twitter and Instagram. To put it statistically, Mr. Trump commanded 94% of the conversations from the nearly 1,100 mentions that were analyzed about 5 candidates including Hillary Clinton, Marco Rubio, Ted Cruz, and Rand Paul. A very distant next highest amount of mentions was commanded by Ms. Clinton at roughly 3.5%, a far cry from the 37% she commanded 3 months ago in our 2016 Latino Vote study, prior to Mr. Trump’s entrance. After Ms. Clinton, there was a small insignificant quantity of mentions for Marco Rubio, Ted Cruz as well as Rand Paul, but no candidate was even remotely close to Mr. Trump.
Locations of these Hispanic political mentions were spread across the country over the weekend, however in higher volumes in the west. The hot spot of geographic data came from the southern California region as well as Phoenix, Arizona, which held a controversial Donald Trump event this past weekend. If you notice on the graph provided, conversation is highly focused in those areas.
The sentiment of the conversation was quite polarized in that we saw higher percentages of positive and negative mentions than we had for neutral conversation. In fact 76% of all mentions were evaluated to be negative, which was mainly driven by Mr. Trump as seen in the chart at right in which the color red indicates negative sentiment. Approximately 15% of all conversation was positive while only 8% was found to be neutral. Even for political analysis, this was much more negative than we have typically seen as our previous research only indicated 24% of mentions being negative.
When we looked at what the conversations were about we found that the main topics discussed were those mentioning El Chapo Guzman, and his comments about Mr. Trump. An example of this are shares by Latinos of a post by former NFL star Chad Ochocinco (at right). Campaign Updates was the next highest mentioned category at only 18%.
This weekends findings were interesting, particularly because there was so much negative sentiment, and that the Hispanic conversation was so dominated by mentions of Mr. Trump. We will continue to monitor this conversation and see how it changes as the political process continues on.
OYE! is a Hispanic data analysis solution that analyzes, monitors, and reports online conversations among Hispanics offering brands and organizations a unique opportunity to develop culturally-relevant communication strategies.
OYE! technology is capable of monitoring Hispanics sharing conversations in Spanish, English and Spanglish providing our subscribers with intelligent analytics and marketing data to leverage targeted campaigns. OYE! was selected as one of four finalists for the “Latino Start-up of the Year 2014″ award, becoming the only start-up from the Midwest and the only one led by a Latina.
Want to learn more about how OYE! produces these Hispanic insights? Complete the form below or send an email to info (@) oyeintelligence.com and we will contact you promptly.
As CEO of OYE!, Natasha sets the overall vision and strategy of the company and communicates this to all stakeholders. She overseesoperations, financing and new hires as well as external communications, business development, marketing and sales efforts.
Natasha is responsible for the development and management of investor relationships that includes attracting, managing, and closing funding rounds. In 2014 Natasha was the recipient of the Entrepreneur of the Year Award by Latina Style Magazine and earlier in the year she received Honorable Mention at the Enterprising Women of the Year Award.
Natasha holds an Architectural degree from the Catholic University of Cordoba, Argentina, and concluded her thesis studies in Architecture at the University of Venice, Italy where she found her passion for marketing and communications. She’s a proud hockey mom and mother of two children.
Eric is responsible for account management, reporting creation and procedures including data analysis and supporting product optimization. In addition to maintaining direct contact with OYE!’s clients, he also is responsible for marketing, social media, and PR planning. Eric works in partnership with the CEO to manage all financial, accounting, budgeting as well as cash management in accordance with P&L.
Eric has worn many hats throughout his professional career. He spent parts of 2007 and 2008 in Shanghai, China’s economic capital, serving an important supply chain development role for Staples, Inc., a Fortune 500 retailer constructing a modern and efficient warehouse to help support the exponential company growth in the region. Since 2014, Eric has held key roles in 2 Phoenix area non-profits, including Collectivo and NSHMBA (National Society of Hispanic MBA’s). Eric completed his Master Degree in Finance at Northeastern University in Boston and obtained his undergraduate degree at The Ohio State University.
Dan leads and assures the successful development, deployment and optimization of technologies supporting OYE! Business Intelligence. His role is to set standards and best practices for development and technology selection as well as to support and train new team members.
Dan partners with fellow leadership team members in product roadmap planning, ensuring technical alignment and identifying, assessing and overcoming technical challenges associated with product delivery and business growth.
He holds a degree from Carleton College and lives in Columbus, OH, where he and his wife are enjoying their son’s second year.
Sylvia researches consumer habits for OYE! by collecting data and formulates logical and actionable reports to meet the client’s needs.
Sylvia graduated from Arizona State University with a Bachelors in Communications Studies and a minor in Public Relations and Strategic Communication.
A coffee enthusiast and dog lover with a sweet tooth from the Bay Area, In her spare time, she loves reading just about anything from business books to fashion magazines, suggestions are always appreciated