Latinos and Social Media » latinos in social media

How is Social Media Changing Technology?

Louis Pagan — Sun, 22 May 2011 00:21:26 +0000

Here’s the slideshow from the presentation I used for a talk at HITEC (Hispanics in Information Technology).

The write up of what I said will come sometime next week.

How is Social Media changing Tech?

Curating Culture: Exploring the Unique Influence of Latino Bloggers

Louis Pagan — Wed, 13 Apr 2011 11:54:44 +0000

Subtitle: The “term “culture,” which originally meant the cultivation of the soul or mind, acquires most of its later modern meanings in the writings of the eighteenth-century German thinkers…a contrast between “culture” and “civilization” is usually implied in these authors, even when not expressed as such. Two primary meanings of culture emerge from this period: culture as the folk-spirit having a unique identity, and culture as cultivation of inwardness or free individuality. The first meaning is predominant in our current use of the term “culture,” although the second still plays a large role in what we think culture should achieve, namely the full “expression” of the unique of “authentic” self. -Velkley

Next to SXSW, Blogworld is the next biggest media expo on the planet.

The BlogWorld & New Media Expo just happens to be coming to my town this year and submission deadlines were due April 10th.

Here’s what I came up with along with the help of Jennifer Hutchinson of Mami2Mommy:

Curating Culture: Exploring the unique Influence of Latino Bloggers

This session focuses on how Latinos have approached social media from a cultural standpoint and have surpassed their own definition and expectations of what being social Latinos really mean. Although their common denominator is their Latino-ness, they now find their influence reaching beyond the world of culture, race & identity, and are engaged in the greater world of social media, technology and business.

No need to go into it right now as it has as good a chance as any to be accepted…I will light a vela.

Rising Stars: More Social Media Latinos appear in traditional Media

Louis Pagan — Wed, 09 Mar 2011 13:48:38 +0000

(Originally posted at Hispanicize with added updates)

Traditional media is being impacted by the world of Latino social media. We at Hispanicize will continue to encourage and report on this practice.

Listed below are some of the individuals who have recently made appearances offline due to their efforts on the social web.

- Migdalia Rivera of Latina on a Mission, and partner of Hispanicze:

- Lance Rios of Being Latino in Latino Leaders Magazine:

(click pic for full story)

- Yoly Mason’s recent entry into USA Weekend’s LiveSmart:

- Jennifer Hutcheson appears on CBS’s The Talk (later part of Video – Follow Friday).
- Louis Pagan talking about the Hispanicize Latino Social Media Conference.

- Manny Ruiz of Hispanicize in an article on Univision – “Los blogueros latinos empiezan a dejar su marca en Estados Unidos” and on CNN en español:

If I missed anyone, please let me know.

Traditional media features Latinos from the Social Web

Louis Pagan — Thu, 03 Mar 2011 18:07:51 +0000

Read my post over at Hispanicize, on Latinos in social media who are appearing in traditional media.

Have Fun with #WepaWednesday

Louis Pagan — Wed, 02 Mar 2011 14:01:39 +0000

Subtitle: On Twitter, all work and no play makes Jack a dull boy.

Here’s yet another way Latinos are talking on Twitter.

The term #WepaWednesday was created by my friend @MsLatina:

I recently started a new hashtag on Twitter called #WepaWednesday to celebrate all the tweeters, bloggers and events that make us go “WEPA!”

For those of you unfamiliar with the term, “Wepa”, pronounced Weh-Pah, is a Spanish slang word, which originated with Puerto Ricans. It was originally used when dancing Salsa as an exclamation of joy

Adding to that, my interpretation of #WepaWednesday is Latin-izing the popular ‘humpday’ term commonly used for Wednesdays.

If your on Twitter for business don’t be afraid to use this hashtag; think of it as a way to “mix it up” and give a BIG #WepaWednesday to your Latino friends.

Wepa!

MyLatinoVoice interviews Mark Lopez of Google

Louis Pagan — Tue, 01 Mar 2011 19:03:34 +0000

Watch the video and read the full story.

Représente: News abuzz with Latino Social Media

Louis Pagan — Fri, 28 Jan 2011 15:49:38 +0000

Have you googled “Latino social media” lately?

If you do you’ll find it bustling with action…

There’s the announcemnet of the Hispanicize Latino social media conference and LATISM’s launch of their beta site.

There’s Fox News Latino’s story on how Latino Social Media Will Change the World, and a story that spins of my buddy Gio Rodriguez’s article: Latinos and Teens: Cracking the Social Media Codes.

Google creates a video series on strength of Latinos on the internet.

And in other news, Where’s the Diversity in the Oscars? and Why Low Performing Schools need Digital Media.

The Latino pulse thrives online.

Update: Check out what some of the Latina ladies are doing with social media via a roundup update from LatinaBloggersConnect.

Majority of sessions for Hispanicize 2011 Conference

Louis Pagan — Fri, 28 Jan 2011 03:10:01 +0000

This is from the Hispanicize 2011 Conference page. It will be a pleasure to learn and rub elbows with some of these great minds.

I hope you get a chance to come.

…

BELOW ARE THE DESCRIPTIONS FOR THE MAJORITY OF THE 28 SCHEDULED SESSIONS FOR HISPANICIZE 2011. These sessions and speakers are routinely modified as we get closer to the conference. If you would like to read the full bios of our speakers please visit the Conference Speakers link.

KEYNOTE SPEAKERS

KEYNOTE: Javier Farfan, Director of Cultural Branding at PepsiCo

Farfan joined Pepsi Beverages Americas in June 2010 to oversee Pepsi’s efforts to build brands and drive volume with key cultural groups through consumer engagement platforms. He is responsible for leading the strategy, program development, communications for these groups, working closely with brand teams across Pepsi.

KEYNOTE: Rosanna Fiske, APR,Chair and CEO, Public Relations Society of America

Fiske is CEO and Chair of the Public Relations Society of America (PRSA), the first Latina executive to ever lead the world’s largest public relations organization of 30,000 members. Fiske is also graduate coordinator and associate professor of advertising and public relations at South Florida’s largest public research university, Florida International University (FIU).

How to build and manage engaged communities of Hispanics on Facebook to drive ROI

SESSION OVERVIEW: With over 500 million registered users and growing, Facebook has become the most popular site on the Internet. 20 million Hispanics or 68% of all online Hispanics visit Facebook each month and the social network has become a fundamental part of any Hispanic online marketing strategy. That said, Facebook is continuously changing and building online communities requires planning and management.

This session will provide an in depth look at how to build great communities of Hispanics on Facebook through case study example. The session will highlight best practices by highlighting the Hispanic Facebook communities of Unilever’s ViveMejor and the United States Government’s GobiernoUSA.gov

Participants will walk away from the session with a clear blueprint for creating and managing a successful Hispanic community on Facebook. Specifically, we will discuss how to create a Facebook strategy, how to develop communications guidelines, what technologies can be leveraged to manage the community and how to measure success.

PRESENTERS:
Tatiana Hansell, Sr. Brand Manager – Multicultural Marketing, Unilever
Lee Vann, CEO and Founder Captura Group

Half-Day Blogger Training: How to Transform Yourself Into the Ultimate Latino Brand Ambassador

SESSION OVERVIEW: Brands, non profits and even government organizations are now actively looking for savvy bloggers to be their Latino brand ambassadors but what does it take to impress them? How can you make your blog really stand out?

Join Manny Ruiz of PapiBlogger and Hispanicize and Cristina Alfaro of McDonald’s as they provide you with an unprecedented, in-depth training session that will transform the way you blog and how you interact with brands targeting Hispanics.

PRESENTERS:
Manny Ruiz, CEO Hispanicize and publisher of PapiBlogger
Cristina Alfaro, Communications Manager, McDonald’s

Speed Dating: Latina and Latino Bloggers Meet the Brands and Agencies (Sponsored by McDonald’s)

SESSION OVERVIEW: Ok, we hate to admit it but this is the ONE session many of you came to Hollywood for. If you’re a blogger, chances are you love what’s your learning here but bottom-line you came to meet the brands and agencies targeting Hispanic bloggers. If you’re a brand or agency focused on the Hispanic market, you want the bloggers. We know. We can’t fight reality so we say: have it!

This fun, fast-paced session will feature TWO HOURS worth of intense blogger with brand AND agency speed dating. We don’t want to spoil all that we have in store for you during this one session alone but suffice to say that if you’re a blogger, you won’t get this type of highly targeted Hispanic blogger attention from brands and agencies ANYWHERE else. Oh, did we say that more than $1,000 in prizes will be constantly raffled during this session for bloggers?

SPEED DATING FACILITATORS: Cristina Alfaro, McDonalds and Manny Ruiz, Hispanicize/PapiBlogger

Communispace’s Hispanic Identity Project: Understanding and Tapping into the U.S. Hispanic Market via Private Online Communities

SESSION OVERVIEW: The session will focus on Communispace’s Hispanic Identity Project, a research project conducted to better understand the growing U.S. Hispanic population, and its findings.

The Hispanic Identity Project’s research findings will help companies better understand and engage with the Hispanic market via online communities in the U.S., and tap into the business opportunity this growing market represents.

The new partnership between Communispace and Starcom MediaVest to create on a new online Hispanic community will also be covered.

PRESENTER:
Manila Austin, Ph.D., Director of Research at Communispace

2011 Industry Leaders Forum: Marketing Leaders Look at the State of Hispanic PR and Social Media

SESSION OVERVIEW: In the world of marketing, trends and technology move so fast that one blink of the eye and everything seems to change. A year after the industry of Hispanic public relations and social media first converged in their very own national conference we gather 10 of the industry’s leading voices to share their unvarnished insights on how they view the industries of Hispanic public relations, social media, bloggers, electronic media, and more evolving.

MODERATOR:
Jorge Diaz de Villegas, Fleishman-Hillard

PANELISTS:
Rosanna Fiske, Chair and CEO, Public Relations Society of America
Javier Farfan, Pepsico
Armando Azarloza, President, The Axis Agency
Manny Ruiz, CEO, Hispanicize
John Echeveste, Principal, VPE Public Relations and Executive Director of HPRA
Jose Villa, CEO, The Sensis Agency
Clara Padilla, President, The National Association of Hispanic Publications

Hispanic Digital Personas Come to Life

SESSION OVERVIEW: This Hispanic marketing professional has utilized customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Likewise, software developers and digital marketers have used ethnographic research to create Personas to understand the behavior and motivations of “users” in an effort to create optimal user experiences. In this unique session, Jose Villa, President of Sensis, will present the results of ground-breaking research conducted by his agency that combines Hispanic demographic segmentation with digital ethnographic research – in the form of the first ever comprehensive digital Personas for the U.S. Hispanic consumer market.

However, this session will give participants an unprecedented opportunity to map research to the real-world – in the form of an interactive panel with 10 Hispanic consumers. These panelists, the real stars of the session – will map directly to the Persona research and provide participants to opportunity to ask the questions they’ve always wanted answered about Hispanic use of digital media, including technology adoption, mobile usage, and social media activity.

The live Hispanic panel, consisting of 10 English-, Spanish-speaking and bilingual consumers, will be on stage for 70 minutes, answering moderator questions for 10 minutes and then attendee questions for the last 60 minutes. All attendees will also be given a copy of the Sensis Hispanic Digital Personas research report.

PRESENTERS: Jose Villa, President of Sensis. Villa has shared his innovative precision approach to advertising at over 20 conferences and events and is a regular contributor to AdAge and Mediapost.

Mami Blogging 3.0: The Power of Influence

SESSION OVERVIEW: Welcome to the world of “mami” blogging and their power of influence. Mothers are estimated to be responsible for $2.1 trillion of U.S. consumer spending, controlling about 80 percent of household expenditures, according to BSM Media. The research that backs Mami Bloggers has put them high in demand and top brands battle for their attention, hoping for reviews from “real moms” and access to the valuable power of word of mouth. Is your brand being talked about in playgrounds everywhere?

Today, more than ever before, women juggle the demands of work, family and friends – and some are offering advice on a regular basis on how best to do this by building audiences online. Don’t miss the opportunity to hear firsthand how you can get your brand in the online/offline conversations from these Mami bloggers.

SPEAKERS: TBA

The Few But Not Forgotten Voices: Discovering the Nation’s Most Influential Latino Men Bloggers

SESSION OVERVIEW: Latino men don’t blog in the numbers that Latina bloggers do but blogging they do and some of them are quite good and just as entrepreneurial as their Latina counterparts.

Join us for an entertaining and candid session featuring some of the nation’s top guy “blogueros” as they share their unique stories and insights about blogging as Latino men in a blogging world seemingly filled with Latinas.

PANELISTS: LANCE RIOS, Publisher, BeingLatino.com?LOUIS PAGAN, Publisher, Latino Rebranded?ARIEL CORO, Publisher, TuTecnologia.com

MODERATOR: MANNY RUIZ, PapiBlogger

Si, I Blog Too: Getting to Know the World of Spanish-language and Bilingual Bloggers

SESSION OVERVIEW: Spanish-language bloggers’ tend to be very different from English-language Hispanic Bloggers for various reasons, including the very obvious one: language. Cultural differences are often another factor.

Come meet the Spanish-language bloggers and get to know how working with them can be just as fluid and pleasant as working with other bloggers. This session will discuss why language matters, how finding Spanish-language bloggers is different and the benefits of expanding blogger outreach to the world of bloggers en Español!

PANELISTS:
-Jeannette Kaplun, Publisher, Blogs de Mama / TodoBebe
-Silvia Martinez, Publisher, Mama Latina Tips
-Rory Lassanske, Publisher, Mama Contemporanea
-Johanna Torres

A 360 Degree Look at Best Practices for Measuring Hispanic PR and Social Media ROI

SESSION OVERVIEW: Although budgets for Hispanic measurement and monitoring are bare to non existent that’s not stopping brands from demanding that their agency partners give them results to “prove” the success of their work both offline and on.

To complicate matters, when it comes to measurement standards, no one agrees on what those standards should be? In the absence of any accepted metrics, marketers still need to be able to determine whether or not a social media program is moving the needle, moving product or otherwise making an impact.

This powerful session will tackle the quandary of Hispanic PR and social media measurement head on and will help you determine how a combination of low and high tech solutions can help you create your own Hispanic measurement conclusions for a smarter solution.

MODERATOR:
Maribel Ferrer, Senior Vice Presidnet, Fleishman

PANELISTS:
Tim Marklein, Executive Vice President, Measurement, Weber Shandwick
Heidi Sullivan, Vice President, Media Research, Cision U.S.
Mike Spataro, Vice President, Enterprise Client Strategy, Visible Technologies ?Dr. Natalie Petouhoff, Chief Digital Strategist, Weber Shandwick

The Rules of Engagement: How to Effectively Collaborate with Bloggers and Groups of Bloggers

SESSION OVERVIEW: The session will bring together several influential bloggers that have effectively created a niche for themselves in various areas of the web. From entertainment, fashion, and food, to vlogs, technology and music, our panelists will discuss how brands and bloggers can co-create campaigns with groups of bloggers.

Experienced as Ambassadors, Social Media Strategists, Consultants, and Event Planners they will examine the divide between Bloggers and Brands, revealing how a successful and fruitful collaboration can be reached.

MODERATOR: Manny Ruiz, CEO, Hispanicize and Publisher, PapiBlogger

PANELISTS:
- Jennifer Hutcheson, Publisher, Mami2Mommy
- Migdalia Rivera, Managing Partner, Hispanicize and Publisher, Latina on a Mission
- Monique Frausto, Publisher, Blogs by Latinas and CurvesandChaos.com
- Yolanda Mason, Editor, Cuponeando.net and LasBlogueras.com

Doing Well by Doing Good: Hispanic CSR Best Practices
Category: Corporate Social Responsibilities Best Practice Session

SESSION OVERVIEW: Companies and brands have a real opportunity to build powerful bonds with notoriously brand-loyal Latinos through corporate social responsibility (CSR) programs. From education, to hunger relief, to workforce development, to health and sustainability, Hispanics are tuned into the issues that affect their families and communities. And companies are increasingly getting much more sophisticated about how they approach CSR programs—making sure that the programs they invest in fit with their business, achieving real business-oriented goals, as well as societal ones, and engaging employees and customers.

Through stellar, real life case studies of Hispanic CSR programs our panel will provide you with an in-depth look at what CSR partnerships with Latino organizations entail, including how to plan, execute and measure your initiatives.

PANELISTS:
Mark Espinoza, Senior Director, Corporate Affairs, Walmart
Cristina Alfaro, Communications Manager, McDonald’s

MODERATOR: Zandra Zuno, Senior Vice President, Multicultural Marketing, GolinHarris

Create Branded Experiences and Deeper Touch Points through Latino Celebrity and Entertainment Marketing

SESSION OVERVIEW: Working with celebrities, placing products on shows and films and licensing content, can all propel your product or brand to new heights. You won’t want to miss this all star session discuss how entertainment marketing and Latino Celebrities can help marketers create branded experiences and get closer to consumer touch points while helping you capture new customers and engage existing loyal ones.

PANELISTS:
Etienne Hernández Media, Principal, H&M Communications
Gabriel Reyes, President, Reyes Entertainment
Monica Chun, Executive Vice President, BNC

MODERATOR: Sergio Gonzalez, Vice President, Publicity and Promotions, Arenas Entertainment

Will your Social Media Plan act like a Fish out of Water?

Louis Pagan — Tue, 18 Jan 2011 17:51:21 +0000

Subtitle: Don’t reinvent the wheel

There’s a large percentage of companies who are engaging in social media with results that may be comparable to a fish out of water.

Why do I say that?

Because 65% of marketers are either just getting started or have been doing social media for only a few months, and even more interesting is that 86% of companies are doing it internally.

Click for full chart

This means that only 14% of companies are outsourcing social media.

A whopping 86% are looking to do it themselves, but initiative alone does not merit positive results.

These are both positive and negative signs: Positive because most companies are getting involved (only 1% are not); negative because the lack of experience may serve as a time capsule for positive results.

I don’t know of any similar statistics on Latino social engagement. It would be an interesting comparison. If my suspicions are correct we would see an increased percentage for companies (brands & marketers) as newbies in Latino social media engagement.

I also think the Hispanicize conference will be a major event going forward on this front, as well as the soon to launch Hispanicize website which is positioned to set the standard in Latino social media and showcase best practices.

Latino Social Media Video

Louis Pagan — Thu, 13 Jan 2011 13:51:30 +0000

Subtitle: Video is the vehicle of choice

Found a video online.

It comes along with the tag: Who is the New Generation Latino? New Generation Latinos are 2nd and 3rd generation U.S. Latinos who prefer English Language media compared to Spanish Language media. New Generation Latinos make up 60% of all Latinos in the United States and 80% of Latinos online. They fall between the ages of 18-34, are educated and are using social media sites.

This promotional video on Latino social media could be better in my opinion, but it makes a great excuse to get up and dance.

What’s important here is that video will be an important tool in 2011. A decade ago it took a few hundred dollars to push out a gigabyte of video, today it’s only pocket change. More so, the habits of younger generations are changing and they are watching internet video at increasing rates.

Check out some stats on YouTube below.

Are you using video? What did you think?