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“There’s no ethnicity flag on Twitter.”

So says Isaac Mizrahi, managing director of Omnicom-owned U.S. Hispanic agency Alma. It’s hard to tell whether English-language tweeters are Hispanic, or if Spanish-language tweeters are in the U.S. Hispanic market or somewhere in Latin America. So the shop developed the Social Media Lab to help marketers learn from Hispanics’ online conversations. The ambitious project is already paying off in new-business pitches and positions the agency to bring in more work from existing clients.

Alma has painstakingly assembled a database of about 20,000 U.S. Hispanics active on social-media networks, and analyzes their conversations from lifestyles to brand preferences to mine actionable insights. Alma’s winning pitch for University of Phoenix’s Hispanic business included insights from online conversations about higher education and career advancement, providing a bigger picture. And even when Alma came in second in a different pitch, the client later approached the agency to ask about subscribing to the Social Media Lab.

Continue reading at AdAge.com