Integrating social media and music, Latin-style

By Adam Weinroth
From Adotas – April 8, 2009

According to recent reports, 33 percent of the population buys their music online, and the competition to become a “go to” resource for fans is intense.

With taste and preference for music increasingly being formed online through a community, retailers must continually find new ways to build a stronger footprint in the marketplace and increase customer loyalty.


Leading entertainment-focused sites began to recognize the power of social media when MySpace hit the scene, but recreating that same type of energy and passion on their own sites has proven to be a tricky proposition. One emerging player, Batanga.com, has embarked on a mission to tap into fan passion that is fast becoming an example of integrated social media done right.

With 10.8 million unduplicated unique visitors and more than 1 billion songs streamed since its inception in 1999, Batanga.com features the largest online collection of Latin content with over 50,000 free user-generated radio stations, on-demand music videos, and lifestyle news from the Latin entertainment world. Already a leader in the Latin music market, Batanga chose to offer fans a more engaging online experience by adding a variety of rich social media tools to its site.

On the new Batanga.com, community members are encouraged to rate songs, become a fan of an artist or radio station, upload photos to public galleries, and write their own album reviews. New features enable Batanga’s users to not only discover great new music, but also share their musical opinions, enhancing their overall online music experience. Fans can create a customizable Batanga Music tab, which provides them their very own personal musical “blueprint.” The Music tab, which is exclusive to Batanga.com, provides users, and their network of friends, a consolidated view of their musical activity on the site and provides the opportunity to listen to one another’s personal MyRadio playlists.

The community features proved extremely valuable for Batanga right away, due at least in part to the fact that they maintained a dual-language consumer experience. There was an immediate spike in registrations to their online community and a marked increase in the level of multi-cultural audience engagement after implementation. Just one week after the “go live” date, the site experienced a 38 percent increase in registrations and a 28 percent increase in consumer engagement as measured by pages per visit and time on site.

By increasing audience registrations and engagement, Batanga is now able to quickly gather invaluable consumer insights and build on their already extensive knowledge of the burgeoning and influential Hispanic audience. The activity generated by these new social media tools will not only provide the site’s advertisers with key insights, but will also allow them to create customized messages for this prominent consumer, which is vital during in a tough and competitive ad market.

As the leading source of Latin music and entertainment online and on the air, Batanga.com is a prime example of how targeted implementation of social media can translate across cultures and throughout industries. Batanga.com is leading the way for Hispanic media companies everywhere by investing in their customer community and transforming their traditional site into a rich and dynamic environment that speaks to each fan in their own language.