Vista Hispano

Saying "Sí" to Business Opportunities

2012-01-19T10:41:00.000-08:00

Found this interesting post over at Hispanic Trending which paints a nice picture into the growing influence of Latinos in Minnesota.

Manny and Vicky Gonzalez are reminded each day that it isn’t only Spanish speaking people who stop to purchase Mexican (“tortas”) sandwiches at their two restaurants in Minneapolis.

“A lot of Minnesotans have learned that there is more to Mexican food than tacos,” said Manny, who with his wife started Manny’s Tortas along Lake Street in 1999.

In the past century, long-time Minnesota families learned there was more to Italian cuisine than pizza, and that Chinese food is regional and far more complex than chow mein. Now, Minnesotans with newly acquired tastes for the Gonzalez’s Mexican sandwiches drive from throughout the Twin Cities metro area to their two shops in Minneapolis’ Mercado Central and Midtown Global Market.

U.S. Census data from 2010, anecdotal evidence about immigrant entrepreneurship, and a recently released study from the Immigration Policy Center show Minnesota is rapidly changing. Days of sputtering along and resisting change should be behind us. New Minnesotans are changing the demographic portrait of the state and communities. New ethnic entrepreneurs are changing the mix of businesses and the products and services being offered in commerce.

Hector Garcia, executive director of the Chicano Latino Affairs Council (CLAC), refers to the benefits of this commerce as “cultural complementarities.” The long established Minnesota society learns from immigrants and refugees entering the state in search of opportunities, he said, and new arrivals learn from established businesses, groups and people.

What’s more, new Census data show that immigrants now comprise 8.3 percent of the Minnesota workforce. From them, Garcia said, existing Minnesota businesses and its large corporations gain knowledge for opening even more trade and business relationships with countries and businesses abroad, paving the way for even more economic activity.

The never-ending task for CLAC and other government agencies, nonprofit organizations and community leaders is to educate people to see new arrivals to the state and to business activity as “assets,” and not “liabilities” that need services, he said.

This year, 2012, is the next scheduled survey of business owners in America by the U.S. Census Bureau. Its findings should reveal explosive growth by ethnic entrepreneurs since the last survey in 2007.

Data on this growth is mostly anecdotal but was examined in a Minnesota 2020 November report. It showed the Hispanic/Latino community is reviving business activity in Willmar, Worthington and various other rural Minnesota communities, as are ethnic entrepreneurs throughout neighborhoods in the Twin Cities metro area.

Tom Webb, writing in Sunday's Pioneer Press, observed that the combined Hmong Village and Hmongtown Markeplace in St. Paul have more merchants and service providers on site than the Mall of America, for instance. Garcia said the 2012 survey of business owners should provide similar information for Hispanic/Latino owners. The 2007 survey showed Latino-owned businesses had $1.6 billion in revenue and employed 5,970 people. Both figures are expected to swell in the coming study.

From anecdotal evidence, business startups from the ethnic communities are believed to be young and within the five-year range from the last business owner survey. That makes Manny’s Tortas, now entering its 13th year, a long established enterprise both by restaurant standards and by ethnic ownership experience.

That baker’s dozen of years experience in Minneapolis gives Manny Gonzalez a perspective on how economic activity builds and how markets change. When the Gonzalez family first opened shop in Mercado Central (1515 East Lake Street), most of the customers were fellow Hispanics, he said. Now, the customer base is “a good mix of everyone who wants a good, different sandwich.”

This mix of customers spills over on Minnesota and Minneapolis economies. Manny and Vicky Gonzalez now employ 12 people.

Source: (Hispanic Trending)

When it Comes to Reaching Latinos Online, Marketers Have Room for Improvement

2012-01-08T22:23:00.000-08:00

Creative that appeals to race, background is key to engagement

Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one.

One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as many in each group said ads should show more of that diversity.

Reaching these groups and building resonance is about understanding the unique interests of today's multicultural audience and the important element of authenticity.

One way to be authentic is to reflect consumers’ core values and interests. The study found particular cultural “drivers” important to ethnic groups. For about half of blacks surveyed, music and beauty were significant. For Hispanics, a big driver was food and recipes, and for Asian-Americans, restaurants that reflect their tastes were key.

Source: eMarketer

Top 10 U.S. Web Brands in 2011

2011-12-28T16:14:00.000-08:00

As 2011 comes to a close, Nielsen reviewed the top online destinations, social media sites, and smartphone devices. Google was the most-visited U.S. Web brand, while Facebook held its lead among social networks and blogs. Smartphones were popular in 2011, making up the majority of new phone purchases with Apple as the top smartphone manufacturer and Android as the leading OS.

Leaders of the pack include (To nobody's surprise...):

Google
Facebook
Yahoo

For the full list and original article, click here.

New Lingo for Marketers Targeting Hispanics

2011-11-17T13:56:00.001-08:00

Today's U.S. Hispanic millennials are more bilingual and bicultural than ever. They make up 21% of America's millennial generation of 18-34 year-olds and are 14 million strong. These individuals see themselves as 100% Latino and 100% American often moving between several cultural experiences with ease.

Today's Hispanic millennials are the ultimate multi-tasker or as some put it 'fusionistas'.

They watch football and futbol and live in a world where options for cultural expression are numerous. Think of it as the ultimate experience in customization. It's a lot like creating your own class in Call of Duty where individuals have numerous options to create the perfect offensive package and compete in a battlefield for the ages or perhaps more closely resembling an open canvas where individuals are armed with the creative potential for unique cultural expression.

No matter how we describe this cultural fusion the truth of the matter is that individuals, organizations, and brands must pay attention to the changing dynamics of today's audiences and the terms that attempt to define them. Of course, we all know that no single population can be locked in a categorical box but it's the important elements of recognizing unique characteristics that help drive effective communication.

Meet the first Hispanic Majority Team Owner in the History of the NBA

2011-10-13T15:00:00.000-07:00

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Update: Alex Meruelo terminates plan to buy NBA's Atlanta Hawks

When the reports that Alex Meruelo was purchasing the Atlanta Hawks hit the newswires on Aug. 7 last summer, a reader named Steve Brown posted this comment under a story about the prospective owner in the Atlanta Journal-Constitution: "My boycott is over."

Brown's comment was typical. Atlanta fans are clearly dissatisfied with the current ownership of the Hawks, and many likely will embrace the transaction for two reasons: 1) Meruelo said with sincerity in the interview that he wants "to bring a championship to the city of Atlanta;" and 2) Meruelo is part of a new, pioneering era of ownership in professional sports.

In case you missed it: Meruelo is about to become the first Hispanic majority team owner in the history of the NBA. And the only thing missing on the back end of his comment about wanting to "bring a championship to Atlanta" that could have sold Atlanta fans further on him might be the tag line made infamous by Malcolm X: "By any means necessary."

In a 2004 BusinessWeek cover story headlined "Hispanic Nation," Brian Grow wrote: "It boils down to this: How much will Hispanics change America, and how much will America change them?"

Meruelo is stuck right in the center of that question.

Read the full article.

Reading Material for Today's Hispanic Market Insider

2011-09-20T21:56:00.000-07:00

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Staying on top of today's growing Latino market is a must for individuals and organizations focused on reaching new heights in audience engagement, market savvy and brand affinity. We are in the midst of a directional shift where astute brand managers and market researchers alike move full speed ahead on the path towards fully grasping the growing influence and dynamic activity of what is termed the Hispanic market. Following are a few articles that are sure to serve as relevant reading material on this continual journey towards audience understanding...

Hispanics’ Digital Dexterity Defies Stereotypes
Hispanics in this country have a duality. They’re trying to meld their American life with traditions and culture from their country of origin. It makes for an interesting dynamic of someone living in and balancing two worlds. Within that, we really wanted to uncover how Hispanic consumers think about themselves.

Get Ready for the Battle of the Latino Basket
How one company wanted to go to market with "an open mind" and, through innovation, bring Latino flavors to mainstream products.

Multicultural Marketing Is Very Much Alive
As the voice of the Hispanic-specialized marketing industry, we know that cultural relevance remains the trump card in marketing, regardless of the population segment you are trying to reach. Therefore, it is vital to have marketing practitioners who not only reflect the target market but also understand these cultural nuances.

Multicultural Is the Wave of the Future
Changes in demographics, marketing tools and corporate expertise have made multicultural marketing more relevant than ever. In fact, multicultural marketing, particularly targeting Hispanics, has grown at a faster rate than overall marketing in the past 10 years .

7 Hyper Relevant Facts on the Hispanic Market

2011-09-14T23:37:00.000-07:00

Back in May 2011, comScore reported that 787,000 Hispanics visited Tumblr, making up 9% of total U.S. traffic. (Tweet)

In the past 12 months, Tumblr's total U.S. traffic grew 218% while Tumblr's U.S. Hispanic traffic grew 312%. (Tweet)

Latino digital getting lots of alone time these days because of its surprising status in the digital marketing food chain. (Tweet)

Early experiments in the most promising sector of the Latino marketing world - digital - will pay off big. (Tweet)

Latinos, in the aggregate, out-index all other ethnic groups on public social networks. (Tweet)

12% of US Hispanic mobile users use social networks on their mobile vs. 10% of the general market. (Tweet)

87% of Hispanic households have multiple mobile phones... Tweet)

Quick Facts About Latinos in the Tri-Counties

2011-09-08T09:44:00.000-07:00

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The following are a collection of quick facts helping to paint a better picture of the Hispanic population in Santa Barbara, San Luis Obispo, and Ventura counties. Insights that matter...

San Luis Obispo County

Persons of Hispanic or Latino origin - 55,973

21% Share of the population.

Within the county, 7.9% businesses are Hispanic-owned firms.

Santa Barbara County
Persons of Hispanic or Latino origin - 181,687

43% Share of the population.

Within the county, 13.9% businesses are Hispanic-owned firms.

Ventura County

Persons of Hispanic or Latino origin - 331,567

40% Share of the population

Within the county, 15% businesses are Hispanic-owned firms.

More facts about Latinos in California:

Between 2006 and 2008, the number of Latinos who earned undergraduate degrees in California grew by 13 percent, while other groups increased by just eight percent.

Among the top 10 states enrolling Latinos, California had the largest increase in degrees conferred to Latinos over three years.

However, college completion among Latino students in California still lags behind their Non-Hispanic White counterparts.

Sources

David, E. (2011). Despite progress, California Latinos lag behind others in college completion. Retrieved from http://www.edexcelencia.org/newsroom/pressreleases/2011/08/despite-progress-california-latinos-lag-behind-others-college-complet

Pew Hispanic Center. (2011) Retrieved from http://pewhispanic.org/data/census2010/

The End of the PC Era

2011-08-19T09:42:00.000-07:00

For nearly 30 years, personal computers as we have known them have been the drivers of the technology engine. From Intel to Microsoft to Dell to HP to Micron Technology — many fortunes were made on the back of the PC. But the rise of mobile computing is upending the technology business and is simultaneously redefining what is a personal computer and how we use it.

On Thursday Hewlett-Packard, one of the oldest companies in Silicon Valley with deep connections to the PC ecosystem (they paid $25 billion for Compaq in 2002) and the world’s largest seller of PCs, confirmed it is looking to sell off its personal computing business. It’s also getting out of the hardware game altogether, ditching its tablet and smartphone operations too. But if HP does eventually find a buyer for its PC division, it will only be catching up with IBM, which in 2004 decided that the low-margin PC business wasn’t worth pursuing.

HP is not the only company that is finding itself on the wrong side of PC history. Earlier this week Dell reported its earnings and acknowledged that its bread-and-butter PC business isn’t what it used to be.

Read the full article or learn more about how Hispanics are a key driver of this trend through the increased adoption of tablets.

Excellence in Multicultural Marketing

2011-07-15T23:04:00.000-07:00

Teams of all shapes and sizes place an importance on quality results. From the breakroom to the boardroom, the pursuit of perfection itself is oftentimes given a backseat to seemingly more pressing matters such as additional statistics, more research, bigger charts, prettier infographics, and flashier marketing swag.

Many marketers and communication specialists are on the fringes of a vicious cycle. Have we traded innovation for familiarity or creativity for consistency?

Consider this a signpost.

Not talking smack...we're talking SMAC. (Specific, Measurable, Achievable, Challenging objectives.)

There's a time and place for actionable insights and refined direction. However, the pattern of normalcy across various departments, markets, and varying industries is in itself a detriment to the pursuit of excellence.

We act on certain things because of the status quo without taking the time to observe the sea of possibility.

There's an ocean of opportunity just waiting for the willing.

The pursuit of excellence is not just a goal...but rather it is the goal.

Let's break this chain and cycle of business as usual in every aspect of marketing and communications.

After all, isn't that where the real meaning and success lies?

STUDY: For Many U.S. Latinos Biculturalism is Key to Self-Identity

2011-07-10T22:40:00.000-07:00

Many U.S. Hispanics feel culturally connected to both, their U.S. and Latino identities, according to Horowitz Associates’ annual FOCUS: Latino report. The study of U.S. Hispanics’ attitudes towards and viewing of TV, broadband, and alternative platform content and services finds that, when asked to rate on a scale of 1-5 whether they identified themselves as “completely Latino” or “completely American,” 18% of Hispanics identify themselves as “completely American,” 43% as completely Latino, and four in ten (39%) feel they are a mix of both.

Latinos comprise a population segment that's constantly on the move. We live and breathe the dynamics of biculturalism. Here's a link to a post with additional data on bilingual homes.

Sweeping Race Change and A Growing Age Divide - The New Majority

2011-06-24T08:58:00.000-07:00

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WASHINGTON – For the first time, more than half of the children under age 2 in the U.S. are minorities, part of a sweeping race change and a growing age divide between mostly white, older Americans and fast-growing younger ethnic populations that could reshape government policies.

"The recent emergence of this cultural generation gap in states with fast growth of young Hispanics has spurred heated discussions of immigration and the use of government services," Frey said. "But the new census, which will show a minority majority of our youngest Americans, makes plain that our future labor force is absolutely dependent on our ability to integrate and educate a new diverse child population."

Source: Yahoo! News

Kraft Targeting Hispanic Market with Kool-Aid

2011-05-31T21:37:00.000-07:00

This year, Kraft says it will triple spending on the Hispanic market. For the first time, Kraft will allocate a majority of its 2011 marketing budget to reach Hispanics in an effort to grow its Kool-Aid brand.

Almost 20 percent of Kool-Aid drinkers are Hispanic, while slightly more than 20 percent are African-American, according to the brand. Sales are split about evenly between powdered mixes and ready-to-drink versions.

The Kool-Aid campaign looks to help drive home the message that a fresh approach is needed to reach the powerful Hispanic market.

A Case for the Business-Critical Importance of the Hispanic Market

2011-05-24T22:32:00.000-07:00

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Global communications leader Porter Novelli today released the latest issue of its popular Amplify report, “Census: It’s All in the Numbers,” which explores the dramatically increased buying power and influence of the Hispanic market in the U.S., as made clear by the recently released U.S. Census figures.

Examining information such as birth rates and population growth areas, as well as increasing Hispanic proficiency in digital and social media and mobile usage, the report makes a strong case for the business-critical importance of the Hispanic market for sustained growth and brand health. The issue studies the Hispanic impact on food and beverage marketing and health care providers—analyzing how Hispanics balance acculturation while maintaining strong traditions and community ties.

“Clearly, brands and businesses can no longer afford to ignore the Hispanic market,” said Julie Winskie, global president, clients. “It is a $1 trillion market that is growing not just in numbers, but in the all-important use of digital media. Despite the transformative impact that kind of buying power and digital sophistication could have on businesses, nearly 50 percent of U.S. brands still don’t include Hispanics in their marketing mix. That’s more than just a missed opportunity – ignoring this market could have serious consequences for the bottom line.”

Millennials and the Fear of Missing Out

2011-05-10T08:30:00.000-07:00

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It’s not exactly news that the Millennial Generation (loosely defined as people born between 1980 and 2000) spend a lot of time on websites like Facebook, Tumblr, and Twitter. But according to recent findings from a study conducted by MTV, for today’s young people, the constant social networking isn’t all fun and games. While more than half of the Millennials polled by MTV agreed with the statement “what I post online defines who I am,” a good percent of them also said they find it “exhausting to always be ‘on’.”

FOMO or the "Fear of Missing Out" is a huge part of why today's users spend so much time online.

Read the full "Social Media is Not All Fun and Games" article.

Use of Language in Media to Reach Hispanics

2011-04-28T10:23:00.000-07:00

Check out this video by Newlink America featuring Dr. Felipe Korzenny of F.S.U.'s Center for Hispanic Marketing Communication.

The Use of Spanish vs. English Language Advertising to Hispanics

2011-04-05T09:09:00.000-07:00

Interested in exploring the best model to connect with Latinos?

Newlink Conversations: Dialogue, Debate and Discovery, video commentary on topics that matter in the U.S. Hispanic, market just posted their latest vlog on the use of Spanish versus English to reach Hispanics featuring Dr. Felipe Korzenny, Founder and Director of the Center for Hispanic Marketing Communication at Florida State University and co-author with Betty Ann Korzenny of a new book: Hispanic Marketing: Connecting with the New Latino Consumer. In the vlog, available at www.youtube.com/newlinkamerica, Dr. Korzenny shares his research-based insights on what marketers need to understand when deciding whether to use Spanish vs. English to reach Hispanics. He also vlogs about when it is appropriate to consider a mix of both Spanish and English language when advertising to Hispanics. “Dr. Korzenny’s research and perspective on this and other topics is valuable to experienced and nascent marketers who are always debating and exploring the best model to connect with Latinos,” said Jorge Ortega, Managing Partner of Newlink America.

Your comments are welcome.

Survival of the Hispanic Ad Agency: An Effective Model vs A Relevant Approach

2011-03-28T10:03:00.000-07:00

Today’s students of new media and market experts are required to keep their finger on the pulse of the cultural and demographic shifts taking place across numerous audience segments. We must be responsive and equally proactive to handle these changing dynamics. Flexibility and the capacity to adapt to a dynamic marketplace are key characteristics of a successful approach in communicating effectively with today’s emerging markets.

The following two-part series on the end of the Hispanic Advertising Agency is good reading for those who are interested in exploring the current Hispanic marketing landscape and the important industry sustaining difference between a more effective Hispanic market business model and a relevant approach to reaching Latinos.

The question: Are we going to see the end of the Hispanic Advertising Agency As We Know It?

Part I
Part II

Your thoughts and comments are welcome.

Latinos Fuel Growth in Santa Maria | California

2011-03-23T21:20:00.000-07:00

Santa Maria’s population increased by 28.6 percent over the past 10 years, with most of the city’s growth fueled by the Latino community, according to data released by the U.S. Census Bureau.

Santa Maria’s population climbed from 77,423 in 2000 to 99,553 in 2010, according to statewide data on the 2010 Census.

The city became the most populous in Santa Barbara County in 2006, reaching 89,917 and surpassing Santa Barbara for the first time.

The Latino community was responsible for most of the city’s growth, representing 70.4 percent or 70,114 of the city’s residents, compared to 59.6 percent in 2000.

Read the full article.

Are We Really Listening to Latinos?

2011-03-10T11:42:00.000-08:00

The success of Univision's Soy Tu Dueña kind of went unnoticed. Nobody made a huge deal about it except for a few articles on the size of their audience which averaged 5.4 million total viewers.

Somebody took notice.

Comcast, the cable and entertainment company, is making a major push into Spanish-language TV with plans to roll out a website featuring hundreds of shows and movies for Hispanic audiences. It's good to know that there are indeed companies "fully comitted to the Hispanic market."

Well, let's define commitment.

Currently, $6 billion is spent on U.S. Hispanic media which amounts to approximately 5% of the $117 billion total U.S. ad spend. Five percent seems a bit low considering that Hispanics make up 15% of the total U.S. population. To echo the thoughts of David Chitel, chairman and founder of the New Generation Latino Consortium, "we as an industry can aim higher."

Yes, indeed.

The question we marcom pros and industry insiders should be asking: "What do Latinos want from us?"

The results of asking such a question will provide a plethora of insights into tapping in to the burgeoning Hispanic market and allow for an opportunity of true engagement.

Your thoughts and comments are welcome.

New Latino DMAs

2011-02-28T23:19:00.000-08:00

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There is an need for marketers to rethink and move beyond traditional stereotypes in reaching today's Hispanic audience. An exploration into current demographic data released by the U.S. Census Bureau is providing some profound insight into the activity and geographic characteristics of Latinos in America.

Rethinking DMAs
Non-traditional Hispanic DMAs are experiencing dramatic growth driven by foreign-born Latinos. Markets such as Louisiana, Mississippi, and Virginia grew by 78.7 percent, 105.9 percent, and 91.7 percent respectively. Comparatively, the total population in these states only grew by 1.4 percent, 4.3 percent, and 13 percent. In Oregon, the Latino population grew by 64 percent, compared to the total population growth of 12 percent. Hispanics were also major contributors to population growth in other non-traditional Hispanic markets such as Iowa, Maryland, Oklahoma, Indiana, Arkansas, and Vermont.

For additional information and insights into important demographic shifts occuring in the Hispanic market, read the "The Super Bowl of Demographics" by Gustavo Razzetti.

Staying True to Your Roots: Key to Advocacy

2011-02-17T22:49:00.000-08:00

As marketers and brand specialists strive for maximum affinity, few organizations recognize the value of origins. All companies regardless of industry start out with a unique story and then make every effort to share that story with the world.

A story is made up of unique characters who all work together to bring about a memorable collection of individual tales, singular characteristics, and dynamic experiences. Some stories transcend the boundaries of time.

Reaching a point of maximum brand affinity and audience engagement in the Latinosphere is accomplished through careful research, strategic planning, and authentic insights. However, there is another plateau that only a few are able to reach. A level which exists where customers become raving fans and active advocates.

Advocates are more valuable than repeat customers.

Why? Because they are active constantly sharing your story helping your brand achieve tremendous return on investment.

How do you reach this point of advocacy? It's not easy but is made simpler when we remember our humble beginnings and stay true to our roots.

Take Pitbull for example.

He recently took home a 2011 Premio Lo Nuestro award for Artista Del Año in the Urbano category. While on stage, he made a special effort to thank those from the Miami 305 area code. Why? Because he knows where he came from and stays true to his origins. Some individuals attain a certain level of success and forget where they came from often falling short in the categories of retention and loyalty.

Sometimes...a little recognition is all it takes!

And remember...it's more expensive to capture new customers than it is to retain your existing ones.

Latinos + Smartphone Usage -- Story

2011-02-03T09:08:00.000-08:00

Opportunities in the Hispanic Market

2011-01-30T23:25:00.000-08:00

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"When the [census] data comes in, it’s going to be significant. The buying community psychologically is going to go ‘Wow.’ You’re going to see a tremendous shift.” [and] a “significant game changer in our country,” [which] will “signal to the world…that the economic power and force of Hispanics have arrived. Psychologically and practically, I think it’s going to be the biggest game changer in the history of media...” - Don Browne, President of Telemundo Communications Group

For savvy marketers, this comes as no surprise. The Hispanic market is a unique population segment with the potential to impact a variety of industries.

Why wait for census data? The time to connect with Latinos is now.

Restaurants Are Scrambling for Creative Ways to Pique the Interest of Latinos

2011-01-21T13:42:00.000-08:00

Just last year, the top 500 advertisers allocated 5.4 percent of their budgets to connect with Hispanic consumers, according to the Association of Hispanic Advertising Agencies. The wave of this specific spending focus began in 2007, when Hispanic ad dollars hovered close to 5.6 percent.

Since then, a Spanish wave has washed over QSR marketing schemes. Major players including Wendy’s and Burger King have launched Hispanic-specific campaigns, Baskin-Robbins created a new role to head up the company’s U.S. Hispanic marketing efforts, and Carl’s Jr. developed a format to integrate the chain’s products into prime-time lineups of Univision and TeleFutura affiliates.

Among the best marketers for the Hispanic demographic – as acknowledged by the AHAA – are El Pollo Loco, Domino's Pizza and McDonald's. McDonald’s even got into the mobile marketing game early, launching a text message ad campaign geared toward the market in 2007.

Read the full article on Hispanic marketing strategies.

Join us on Facebook or Twitter for more Hispanic market insights.

How to Lead Engagement in the Latinosphere

2011-01-12T16:36:00.000-08:00

The Hispanic market is ever-changing and it can sometimes seem hard to keep up but recent activity shows that social media offers a great alternative for reaching this unique audience. The question is not whether or not this audience exists but rather is how do we reach Latinos or better yet...

What can we accomplish when Latinos and social media collide? (Here are a few ideas...)

Build a Think Tank
The opportunity for collaboration and cooperation is crystal clear. Individuals from private and public sectors have the ability to join togethe and form unique think tanks leading to the development of an ideation hub. We see numerous opportunities for students and professionals alike from all over the Latinosphere to communicate and drive innovation. (Ex. Create your own facebook group.)

Share Golden Content
There's been a recent explosion of activity across various media outlets about an individual with a 'golden voice'. Someone posted a video of this man and boom! it took off from there. If an individual standing on the corner has this kind of opportunity...what kind of opportunities and stories do you think the Latinosphere has in store? Golden content is simplistic, moving, and original. Today's bloggers and content creators have an opportunity to share their own story. The key is to make sharing your story as easy as possible.

Engagement begins with knowing your target audience and bringing them something of value. A mission-driven approach to driving content creation and audience awareness can lead to lasting results.

Latinos in Social Media and the Power of Leverage

2011-01-11T10:10:00.000-08:00

The explosion of social media has created a tidal wave of activity and Latinos are the driving force behind this momentum. Countless articles and blog posts are springing up providing today's interested parties with a unique perspective into how Latinos are using social media to lead, influence, and foster change.

However, as researchers and opportunists, we must move beyond this data and into the arena of action. The validation of the U.S. Hispanic market is expanding as are numerous opportunities to innovate and make full use of our resources, knowledge, and capabilities.

Enter the dynamic element of leverage.

lev·er·age (According to Dictionary.com)
1. the action of a lever.

2. the mechanical advantage or power gained by using a lever.

3. power or ability to act or to influence people, events, decisions, etc.; sway: Being the only industry in town gave the company considerable leverage in its union negotiations.

4. the use of a small initial investment, credit, or borrowed funds to gain a very high return in relation to one's investment, to control a much larger investment, or to reduce one's own liability for any loss.

The biggest lesson in argumentation and persuasive writing (which is indeed a big part of advertising and public relations) is to use supporting material. Armed with tons of supporting material validating the size, impact, and sheer potential for return on investment in the Hispanic market, we must move into the dynamic arena of action and innovation.

Rather than participate in a continual spiral of information exchange and data sharing, we must embark on opportunities to leverage our efforts and focus on areas to change the game no matter what our 'game' happens to be.

What would you attempt to do if you knew you would not fail?

Innovate. Move beyond research into the realm of possibility and opportunity.

Top 5 Favorite Hispanic Market Insider Resources

2011-01-05T22:11:00.000-08:00

Today's Latinos comprise a dynamic population segment making it somewhat difficult to keep up on important trends and relevant market activity. However, there is an increasing collection of great blogs and media outlets providing relevant content and quality insights into the fastest growing and youngest demographic in the United States.

Here are five of our favorites:

Engage:Hispanics (MediaPost)
MediaPost Communications is an integrated publishing and content company whose mission is to provide a complete array of resources for media, marketing and advertising professionals. Engage:Hispanics proves as a reliable resource for today's professional interested in the Hispanic market.

ReachHispanic

Online destination providing news, information, and research about Hispanic marketing.

LatinVision Hispanic Digital Media

One of many LatinVision Media Inc. business portals targeting US Hispanic and Latin American professionals, entrepreneurs, executives and business owners in small and medium-sized companies.

HispanicPR Blog

A great resource for Hispanic public relations, social media, news and views. Want to know what today's brands are doing to reach Latinos? This blog has your answers. Founded by Multicultural PR veterans Manny Ruiz and Angela Sustaita-Ruiz.

Marketing to Latinos (ClickZ)

Powered by two very experienced and dynamic Hispanic market insiders, Giovanni Rodriguez and Gustavo Razzetti, this blog provides trends, insights, and practical tips on how to reach, engage, and profit by marketing to Latinos. Individuals can learn about cultural nuances and their impact on the way this audience behaves online, the roles of bicultural Latinos as online influencers, how to deal with language barriers (English, Spanish, Spanglish), and differences and similarities between Latinos and general market consumers.

Each of the above outlets provide tremendous insights into the Hispanic market and the truth of the matter is that there are many great online destinations offering quality content.

A New Year Means New Opportunities for the Hispanic Market

2011-01-02T18:59:00.000-08:00

Looking forward...Hispanic market in 2011.

The past year has seen some tremendous progress in terms of the growing Hispanic market and its influence. Advertisers and organizations of all types are taking notice. 2010 has truly been the year of explosive influence and true validation.

However, let's look beyond what was and explore the arena of what will and can be in 2011.

Continued Validation
Census results, blog posts, and various forms of media are confirming the obvious. The Hispanic market is a unique population segment with tremendous potential for growth, innovation, exploration, and unique opportunities. As more data becomes available and shared across various outlets, the fact remains that the Hispanic market is legit in terms of spending power, population growth, and impact.

Increased Influence
Hispanics are continuously over indexing in technology use and online participation. Today's conversational tools and communication silos are playing an increased role in the exponential growth of the Hispanic market.

Opportunity
The massive size of the Hispanic market and its continued influence across all industries and sectors make it important to take advantage of every opportunity to build resonance and win the trust of Latinos everywhere, especially online.

Increased participation in social media equals countless opportunities to capture the attention and interest of this growing market across social networks, micro-blogs, chat rooms, and online media. If anything, the growth of twitter confirms that there is room for tools that reinvent the concept and manner through which today's Latinos communicate.

Efforts to capitalize on these trends will indeed provide dividends.

Progress is not a myth and the need for true ambition is prevalent therefore providing substance and traction to any effort that offers Latinos a channel for expression, continued influence, leadership development, educational attainment, and beyond.

Advertisers Missing the Mark?

2010-12-22T23:27:00.000-08:00

The value and importance of culturally relevant content cannot be overstated in today's multicultural landscape. The ability to offer an audience material which falls on the spectrum of "in-culture" can help propel an organization or brand to a high level of engagement. Soy Tu Dueña serves as an interesting piece of study for those looking to reach and relate with the Hispanic market.

The number 1 show on television Tuesday night among the key 18-to-49 demographic was Univision's Spanish-language telenovela "Soy Tu Dueña," according to Nielsen numbers.

Underscoring the growing influence of the Hispanic viewer, the show beat out Fox's "Million Dollar Money Drop" and reruns of ABC's "No Ordinary Family," CBS' "NCIS: Los Angeles" and "The Good Wife," NBC's "Saturday Night Live: A Very Gilly Christmas" and The CW's "Life Unexpected" in the demo, which advertisers pay a premium to reach.

Something tells me that we should remind advertisers about the importance of the growing Hispanic market and the value made possible through engaging this important demographic. We'll just be blunt...Advertise on Univision! It's good for your brand.

Compare Tuesday's episode of "Soy Tu Dueña" to "NCIS: L.A.," for example. "Soy Tu Dueña" had 3.7 million viewers (out of 5.8 million overall) in its 18-49 demo, while "NCIS" only had 2.7 out of 11.3 million. NBC's "Saturday Night Live: A Very Gilly Christmas" was the closest with 3.1 million viewers in the demo out of its 6.2 million overall — 21% less than the telenovela.

It's not the first time the series — which centers on a woman named Valentina Villalba (Lucero) who vows never to fall in love again after being left at the altar, until she meets José Miguel (Fernando Colunga) — has topped the key demo. In June, it climbed to the top for the first time, and has a handful of times since.

"Univision is committed to becoming the #1 television network in the United States among adults 18-49, regardless of language, within the next five years and our ability to deliver top quality programming like 'Soy Tu Dueña' allows us to further advance on this goal,” Univision Networks President Cesar Conde tells The Hollywood Reporter.

Read the full article here.

Engaging Latinos and Building Trust in Today's New Media Landscape

2010-12-09T23:06:00.000-08:00

Latinos are an important segment of the internet populace. Statistics confirm that Latinos are trend-setters, pioneers, and influencers with powerful market potential. Recognizing the important role of cultural dynamics and the fact that Latinos are not restricted to being just a "market" but rather an important group with the potential to lead change, progress, and impact beyond any defined industry is key.

I was recently invited to do a workshop for M.E.Ch.A.'s statewide conference at CalPoly San Luis Obispo on social media and Latinos:

Engaging Latinos and Building Trust in Today's New Media Landscape

View more presentations from HUB 81.

Truly the possibilities for engagement are numerous.

Targeted Approach to Reaching Hispanics Key

2010-12-08T09:17:00.000-08:00

Multicultural America provides opportunities for targeted marketing

Marketers need to tailor their strategies to reflect the cultural diversity of the United States rather than adopting a ‘one size fits all’ approach, according to the Association of Hispanic Advertising Agencies.

Market research organization Nielsen predicts that more than half the US population will be non-white by 2050. Currently, the African-American, Hispanic and Asian populations in the United States are responsible for about $299bn of CPG (consumer packaged goods) spending, and Nielsen estimates that this could rise by as much as 25 percent over the next 10 years, to $373bn in today’s money.

The Association of Hispanic Advertising Agencies (AHAA) said that savvy marketers, including the likes of General Mills and McDonald’s, understand the value of targeted marketing for different cultural groups.

AHAA chair and COO of Bromley Communications Jessica Pantanini said: "Trying to be all things to all consumers not only waters down the communication but also waters down the results. The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.”

Read more.

An Interview with Hispanic Market Insider Frankie De Soto of SolPersona

2010-12-02T00:02:00.000-08:00

Frankie De Soto of SolPersona recently took the time to join us here at Vista Hispano for a Q & A session. A huge thank you goes out to Frankie.

Following is the transcript from our interview:

First of all, thank you for taking the time from your busy schedule to join us for this Q & A!

Frankie: Absolutely, thank you for letting me be involved in this great discussion.

Q. You’re quite a busy guy! Tell us a little bit about SolPersona…

Frankie: SolPersona is a research blog that focuses on Hispanic marketing, Hispanic online media and Hispanic culture. The blog posts vary with my independent Hispanic marketing research, book reviews, collaborations with other Hispanic marketing professionals, and interviews with Hispanic businesses using online media. The content that I provide is not just text, I also add pictures, videos, links, social media integration and free downloadable because I believe that a full multimedia blog not only attracts readers but also boosts searchability and today's online media is all about rich, dynamic content and SEO.

Q:What led to your interest in starting your own blog?

Frankie: It started about two years ago when I gave a full media presentation about Latino popular culture in the United States in my graduate level Latin American Studies class at the University of Texas at Dallas. As part of the presentation I showed the class the music video "Hips Don’t Lie" by Shakira, a perfect example of how she combines both her Colombian culture and American culture into a video that can reach both Hispanic and non-Hispanic audiences.

Afterwards, I wanted to research the subject further but also have an online media platform where others can share their experiences so I took a class in web design and built a website forum just for this purpose but the website was static, it was a chore to update the content, it was difficult to invite people to join in and it lacked real web searchability, so I thought of it as a trial run.

It wasn't till I took an emerging media class that I fell in love with blogging and using WordPress as my main platform. It was very easy to use, readers can automatically join in, and I can provide content quickly.

Q: How has blogging impacted your educational and professional development?

Frankie: It was a very positive impact. For one, it allowed me to enhance my skills in WordPress to a point where I consulted others into utilizing it as a blog or website but I do continue to learn its expanding functions.

Also, blogging really boosted my researching skills as I continue to find content relevant to Hispanic marketing and I learn more from what I find, especially since there are no Hispanic marketing classes at my university. It also allowed me to meet with others online who have the same interest and collaborate with them on small research projects. Every now and then I get asked about certain information related to Hispanic online media from someone that I know from Twitter and Facebook where I'll be more than happy to do a quick online research and send them results. Thanks to my blog, I really have developed a strong and positive online presence that will ultimately help me in my career.

Q: Let’s talk a little bit about one of your bigger projects, your Hispanic Marketing and Online Media face book group, which has proven to be an important resource for those interested in the trends and changing dynamics of the U.S. Hispanic market.

Frankie: Yes! When Facebook Group first came out, I was curious to know how it differs from a regular Facebook Fanpage. I thought of it as an experiment into social intelligence networking; a more enclosed ecosystem where others that I invite begin to collaborate with one another at a more informal and efficient level with a focus on Hispanic online media.

What I found is that members began to share information quicker and discussions are more interactive. For example, when one member needs information for an article or presentation that their working on, the others quickly provide their own research information and links to sites that they find to be relevant, this information is ultimately shared with others within the group. So far, I've received positive comments about the group, which is at 108 members so I consider my experiment a complete success.

Q: Facebook is indeed an important platform for sharing best practices, reaching new audiences, and creating awareness. What do you recommend to those looking to get the most out of these kinds of groups and social media in general?

Frankie: I say spend time communicating within the group, create interesting conversations and share your own research, people will start noticing your contributions. Also, start using and experimenting with the various social media platforms that are out there and create your own community to engage in. There's a great advantage in using social media technology to communicate but also to share information, to promote and to educate.

What I also found to be very important is the study of human/computer interaction. Study why people use certain social media platforms and how do they communicate with one another online with them.

Frankie, thank you for taking the time to join us for this Q & A.

Frankie: You're very welcome.

You can connect with Frankie on twitter at @franklogic or visit his website http://frankieis.me/ for more information on cyberculture, new media, and Hispanic marketing.

5 Articles You May Have Missed | Hispanic Market Insights

2010-11-23T00:04:00.000-08:00

Reaching Bicultural Latinos and the Evolution of Media Outlets
by Andy Checo via Strategic Sense
Insight into the world of the bicultural Latino and current efforts to capture the attention of this important demographic.

"Reaching bicultural Latinos is not as complex as some industry insiders may lead you to believe. I believe that relevancy and context are the two most important factors in successfully reaching this expanding demographic. Success lies in offering cultural connections to Hispanics. While the future may look bright for some Hispanic media outlets, if they do not adapt to reflect the new culture of Latinos in the U.S., their victory may be short lived."

How To Grow Your Business In The Hispanic Community
Denver-based duo of Juan Alberto de la Roca and Marcus Jimenez have released a detailed, highly insightful report examining the myths and realities of the Latino demographic and how snowboard brands can effectively reach this market.

Multicultural Is the New Mainstream via HispanicPR Blog
Offers a discussion on how today's one-size-fits all marketing approach to reaching Hispanics falls short.

Prepare to see Green on Black Monday
A discussion on how advertisers are scrambling to reach out to holiday shoppers and today's powerful Latina women "who represent a market expected to reach $1.3 trillion in buying power by 2013..."

Courting Hispanic Customers With Texts and Web Sites en Español
Today's brands must speak the language of their target base and companies such as Ford and Best Buy are making strides in relevant Spanish content.

A Big Event for Latino and Multicultural Bloggers | Hispanicize 2011

2010-11-16T09:28:00.000-08:00

Today's new media landscape has allowed for the democratization of content and has shifted the balance of power of traditional media into the hands of the very dynamic and influential Latino/a blogger in terms of engaging and capturing the attention of the Hispanic market.

Hispanicize 2011 is an exciting upcoming event devoted to providing in-depth professional development and networking opportunities for brand marketers, bloggers, non profits and marketing agencies focused on Hispanic public relations and social media.

Organizers are anticipating that Hispanicize 2011 will be the largest national conference for Latino and multicultural bloggers ever assembled.

Hispanicize 2011 will also feature powerful opportunities for non-profits to connect in person with all of the nation’s most influential Latino bloggers, a key audience that non-profits have only begun to fully explore.

Here's an expanded post about the upcoming Hispanicize conference and what it means for today's Latinos in the blogosphere and beyond.

Hispanic Market Tidbits and Articles You May Have Missed

2010-11-05T12:09:00.000-07:00

Below are some excellent articles and updates for those interested in the tidal wave of activity occuring in the Latinosphere.

Excellent post by @jrvilla:
Precision Is The Key To Reaching Hispanics Today

Once again data is showing why Latinos are pioneers in technology adoption:
New Data: Hispanics Leading Geo-Social Usage

Latino2 is a can't miss event for those interested in learning best practices in community, collaboration, and communication in today's multicultural landscape:
LATISM Makes Formal Call For Speakers For 'Latino2: Central California'

Here's an excellent post by Giovanni Rodriguez, a noted author, consultant, and public speaker on organizational leadership and digital/social communications.
The Latino Vote: Why Mess With the 'Metatribe'?

What's In a Community?

2010-10-28T22:35:00.000-07:00

According to Wikipedia, a community can be defined as "a group of interacting people living in a common location".

Today's new media thought leaders offer a variety of definitions and names for 'community' in the online arena which include tribe, twibe, twub, group, network, social circle, sphere of influence, and crowd.

The prevailing dynamic is that these groups and communities impact and lead positive change. Many lessons in collaboration and teamwork are offered by exploring the successes of groups past and present.

For instance, what lessons and insights can we take away from the progress made by collaborative efforts surrounding the likes of the United Farm Workers of America, American Civil Liberties Union, League of United Latin American Citizens, many others and the very active Latinos in Social Media?

These groups are leading change, impacting nations, and making a difference. We are presented with many opportunities to learn the values of teamwork, collaboration, and working together which can only lead to positive progress and dynamic momentum across countless private and public sectors.

Want to learn more about community and collaboration or connect with individuals who are passionate about positive impact? Register here for the upcoming Latino2 event soon to be held on the Central Coast or visit Latino2.com for more information.

Cain Velasquez | A Big Deal for the Latino Market

2010-10-25T13:03:00.000-07:00

Outreach to the Hispanic market.
Source: Inside MMA

Much was made on blogs and fight fan forums about the marketing of UFC 121 and Cain Velasquez to the Mexican audience. The UFC billed him as the first potential Mexican heavyweight to win a major championship in combat sports. Velasquez, born in Salinas, Calif., considers himself American but he also grew up paying respects to his Mexican heritage.

The push by UFC appears to have been a huge success, as the nearly 15,000 people inside the Honda Center, many waving Mexican-flag colored garb, were clearly behind Velasquez.

"I think Cain winning the title and holding the title is a big deal for the Latino market," UFC president Dana White said. "Mexico dominated the lighter weight categories in boxing and I think they will in mixed martial arts eventually, too."

The difference between Velasquez and other Hispanic fighters, especially those native to Mexico: wrestling. There will need to be a steep learning curve for many young Hispanic fighters making their way into MMA, unless they're exposed to wrestling at an early age. For now, Velasquez would seem to be the exception. But with a fighter like him to look up to, let there be no doubt that a young crop are already mapping out their careers to the top.

"I feel great being the first Mexican heavyweight champion of the UFC," Velasquez said. "I'm going to keep representing. This belt I dedicate to the Mexican people in the United States and Mexico."

The UFC has attempted to make inroads into Mexico for at least half a decade. Velasquez could be the key to getting that done.

Humanizing the Web

2010-10-22T21:24:00.000-07:00

What's in a screen name?

Guest post by Louis Pagan of Latino Rebranded.

I remember my first live event: meeting live people...talking with live people...exchanging handshakes instead of emails or comments. It was a thrill!

When introduced with my real name, I was greeted with a confused look. On that cue, my screen name was then offered: the Latino Pundit. It was then greeted with familiarity.

Ever since that experience, I felt that people only new the mask, and not the person behind the online identity. And it was then the decision was made to make my name a brand, and not a fictitious identity to hide behind. This is the reasoning behind my Twitter handle, and my blog name albeit it has two names. I do realize that we still are not fully transparent online - even if we do use our real names - but I feel we are a little closer to humanizing the web by doing so.

So, what is in a screen name? Well, everything: how people perceive you, recognition, reputation, memorability, relatability. I'm sure I missed some.

I wonder how many people remember their first screen name, and if they still are using it solely. That would be interesting!

What's your take?

Univision, Vevo Strike Content Pact

2010-10-19T09:42:00.000-07:00

Vevo is looking to widen its footprint in the Hispanic market by adding Univision to its content distribution and ad sales network.

The music video site—a joint venture between Universal Music Group, Sony Music Entertainment and Abu Dhabi Media Company—has begun delivering video content to Univision, which plans to feature videos from various Latino artists on several of its Web sites. A likely candidate is Música, the all-music site Univision launched last week.

Like its other distribution partnerships, which include CBS and AOL, Vevo will handle all advertising sales for this deal, while Univision will handle programming.

According to David Kohl, Vevo’s evp, sales and customer operations, the Univision partnership is part of an aggressive play by Vevo to leverage its growing Hispanic audience for brands. Among Vevo’s 49 million unique users tracked by comScore in September, 8 million were Hispanics, he said.

As a result, over the summer Vevo landed dollar commitments from several advertisers specifically seeking its Hispanic demographics, including Toyota and Warner Bros. Pictures, per Kohl. “This will make it that much more exciting for them,” he said.(Source: Mediaweek)

3 Must-Read Articles on the Hispanic Market

2010-10-05T10:56:00.000-07:00

Below are three recent articles providing us with excellent insight into the happenings surrounding today's Latinos. Hispanic grocers are a force to be reckoned with due to their niche offerings and ability to cater to the various tastes and interests of the Hispanic market. Spanish digital content is an arena that must be explored by today's digital pioneers. Young Latinos are once again setting trends in how we communicate.

Hispanic grocers focus on customer service, specialty products

A view into the real-world experiences and trends affecting Hispanic grocers and the impact of recent attention placed on immigration.

Spanish Content: The Next Frontier in the Digital Race

Interesting view into the future and potential market of Spanish digital content.

"We would do well to remember that Spanish is the third most-spoken language in the world after English and Chinese and one can hardly turn a blind eye to the revenue potential of a market that is poised to cater to 500 million Spanish speakers around the world."

Research: How Young Latinos Communicate with Friends in the Digital Age

Discusses recent findings based on a new analysis of data from a nationwide telephone survey of Latinos conducted by the Pew Hispanic Center, a project of the Pew Research Center.

The Latino2 Tour to Hit the Central Coast of California — Birthplace of “La Causa”

2010-09-27T20:57:00.000-07:00

The Latino2 tour is getting ready to announce its next stop: the Central Coast of California. We’ll be teaming up with two of our new Latino2 gente, Jesse Luna and José Huitron, who share our vision for why the Central Coast is the most logical second stop on our tour of California:

–The Central Coast lies between SF and LA, the de facto centers of northern and southern California. It’s often been said that north and south are actually two different states. I’d argue that the center is a different place, as well — it has its own character, its own history, its own vibe.

–The Central Coast is adjacent to the Central Valley, birthplace of the farm labor movement, also known as “la causa.” A big part of the Latino2 mission is to educate people on best practices in community, communications, and collaboration. We can learn a lot ourselves from the great people in this region.

–The Central Coast is vibrant, beautiful, and culturally important. It’s home to one of the world’s most interesting wine-making markets (the film Sideways was filmed here), home to some of the country’s best universities, and home to some of the world’s most spectacular coastlines. Hey, at one time, it was actually home to the capital of old California, under the flags of Spain and Mexico. There’s a lot here to discover and discuss, and it’s the perfect stop as we make our way up north … to Silicon Valley, to Sacramento, and way up the great “El Norte California” (lots of Latinos up there, 2).

Click here for the full article by @giorodriguez.

Latino2 Key Insights - Live!

2010-09-18T14:45:00.000-07:00

We are students of new media.

Hash tags are not gang signs.

Twitter is down to four degrees of separation.

Our networks change based on themes.

Content no longer king. Context is king.

Find different people through your niche.

130 = average number of facebook connections.

Insights from #Latino2 keynote speaker Brian Solis.

Latino2 Conference Is Here!

2010-09-18T13:51:00.000-07:00

It's official...we are underway at the L.A. Marketing Tribe, the first stop of the Latino2 California Tour!

Updates and key insights to follow!

When Culture + Social Media Collide

2010-09-14T09:44:00.000-07:00

Latino2: The California Tour

On September 18, 2010, some of the most talented and active Latinos in social media will converge upon the streets of Los Angeles.

The possibilities for impact, insight, and synergy are sky high when the fastest growing and youngest demographic in the U.S. hits the convention center in downtown L.A.. Add to the mix the elements of social media and we have a unique collision of culture + digital dynamics.

The convention center will be rocking so come prepared to engage and be engaged when the tidal wave of Latino2, LatISM's 12-month, multi-city tour of the state of California commences.

LATISM Announces Finalists for First Annual California Awards

2010-09-09T22:37:00.000-07:00

Voting Begins Tonight!

Winners Announced September 18th at the Latino2 Conference in LA

LOS ANGELES, CA — (Marketwire) — 09/09/10 — Latinos in Social Media (LATISM), the largest organization of social media professionals of Hispanic origin, today announced the finalists for its 2010 awards program for excellence in Latino communications in California. The winners will be selected by an online vote, which begins tonight at 6PM Pacific Time and ends next Friday, September 17th, 6PM Pacific Time. The awards will be announced September 18, at the Latino2 event at the Los Angeles Convention Center. For information on the event and how to vote, stay tuned for updates at http://latino2.com/blog.

“This is an extraordinary group of people, companies, non-profits and agencies,” said Giovanni Rodriguez, vice chair of events and programs for LATISM and co-producer of Latino2. “We look forward to honoring all the finalists in L.A. on September18th as we kick off an event series aimed at engaging the best minds in Latino communications throughout the entire state.”

You can cast your votes here...

Hispanic Spending Insights

2010-08-31T09:10:00.000-07:00

Excellent insights from eMarketer's new report "CPG Marketers Target Hispanic Shoppers In-Store and Online"

Hispanics go online to socialize, research new products and find good deals -- more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.

The internet is becoming ever more important in Hispanics' daily lives, via broadband and mobile. This year, 29.6 million Hispanics -- nearly 60% of the Hispanic population -- will go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70%.

Read more here...Hispanics to Spend $125 Billion on Packaged Goods Products in 2010

A Fresh Perspective | Observing Digital + Hispanic Marketing Trends

2010-08-26T21:42:00.000-07:00

Participation and engagement are just a few of the vast array of words found in everyone's vocabulary these days. Anything related to statistical data, engagement and social media seems to capture the attention of both individuals and brands alike.

This popularity contest causes us to focus our attention on creating content, participating in various discussions, sharing our interests, and a multitude of similar online activities. Truly, we are all in a never ending race to capture attention.

However, there is a time and place for observation.

Taking the time to sit back, relax, and enjoy the view can help us to reinvent, revitalize, and rethink our methods of connecting and participating in online environments and can serve as a catalyst for pure ideation.

In aviation, there is a point at which we are able to safely navigate the sky above. The same holds true for those seeking valuable insights into social media and Hispanic marketing. When you reach a particular point things become quite clear and even insightful but climb too high and you fall victim to the clouds of confusion. Stay on the ground where all the action is at and there's little time to consider your next move.

Try stepping back for a moment to observe the digital showcase of social interaction amidst the various roads of the information highway.

Take the time to observe the various trends in social media, online engagement, and Hispanic marketing. Who knows...maybe you'll find that new spark of ingenuity.

Vista Hispano is the official Hispanic marketing blog of HUB 81, a young and new kind of agency blending strategic capabilities with a passion for all things digital + multicultural + creative.

Hispanics: The Driving Force of the U.S. Economy

2010-08-19T09:07:00.000-07:00

A recent article by David Hendricks of the San Antonio Express News discusses the ongoing growth and economic impact of Latinos.

Hispanics drive the U.S. economy.

Hispanic consumers and their increasing purchasing power are the growth engine for the U.S. economy, Javier Palomarez, president and CEO of the Washington-based U.S. Hispanic Chamber of Commerce, said Wednesday in San Antonio.

“This is a market that is growing faster than anyone anticipated,” Palomarez told nearly 100 people attending a luncheon of the American Marketing Association's San Antonio chapter.

Hispanics now make up 15 percent of the U.S. population, but their household incomes are rising five times faster than the general population, said Palomarez, a former San Antonio resident and a Rio Grande Valley native.

The U.S. Hispanic population also is growing three times faster than the general population, he added.

The purchasing power of Hispanic consumers now is expected to grow 38 percent between 2006 and 2012. Forty-seven percent of the purchasing power is concentrated in Texas and California, Palomarez said.

Although large cities in the Southwest, Florida, New York and Illinois may be strongholds for Hispanic consumers, new markets are springing up across the country.

The Hispanic population in Charlotte, N.C., for example, has grown 500 percent in each of the past 10 years, he said.

As numbers increase and the economic clout of Latinos grows there will continue to be a need for individuals and brands to use authentic engagement to capture the attention of Hispanics across the U.S.

Vista Hispano is the official Hispanic marketing blog of HUB 81, a young and new kind of agency blending strategic capabilities with a passion for all things digital + multicultural + creative.

Resonance: A key to connecting with Hispanics

2010-08-11T00:12:00.000-07:00

The ability to speak to the interests of an audience is important for authentic engagement and capturing the attention of today's markets. Latinos comprise an important segment in which exists an exciting yet challenging opportunity to pinpoint cultural nuances, changing tastes, and unique preferences sure to help today's brands communicate in an effective manner.

A stroll through the local grocery store provides us with a window into the dynamics of true resonance and branding which exudes with cultural relevance. Recently, Crown Imports launched a limited edition pack of Grupo Modelo's Corona Extra beer brand in the the US in a join venture targeting football fans in the U.S.

The 18-pack of Corona Extra features specially-wrapped bottles commemorating the seven Mexican Soccer League (MSL) teams the Grupo Modelo brewery is aligned with in Mexico.

Teams represented in the packs include: Club de Fútbol América (Mexico City), Club Santos Laguna (Torreón, Coahuila), Club Deportivo Atlas (Guadalajara), Club de Fútbol Puebla (Puebla), Club de Fútbol San Luis (San Luis Potosí), Club de Fútbol Atlante (Cancún) and Deportivo Toluca Fútbol Club (Toluca).

The campaign is a smart move and serves as an excellent example of how today's brands can use relevance and resonance to capture the attention of an audience. The true effectiveness in this campaign lies not in the simple decoration of beer bottles but rather in the fine tuned effort to recognize and capitalize on the interests of today's multicultural markets.

Imagine the possibilities facing other types of organizations interested in reaching the Hispanic market. Resonance is an important element of engagement regardless of industry.

LATV to Meet Atlanta's Demand for Hispanic Programming in Deal with Prism Broadcasting

2010-07-23T14:29:00.000-07:00

LOS ANGELES, July 20 /PRNewswire/ -- LATV Networks, the 3-year old national Hispanic television network, announced today a distribution deal with Prism Broadcasting Network to air on WANN-TV in Atlanta, the nation's 2nd fastest-growing Hispanic market. The deal expands LATV's reach to 37 markets, representing 10 million U.S. Hispanic television households.

LATV's move into Atlanta, the USA's number 21 Hispanic television market with 162,000 Hispanic households, places the network in 49 million total television households, including 21 of the top 25 Hispanic DMA's (Designated Market Areas). LATV projects coverage of 53 million homes by year-end 2010.

"With Atlanta's incredible Latino population growth in the last decade, LATV is thrilled that its alternative programming will be part of that cultural wave," said David Morales, LATV's Vice President of Distribution & Sales. "Prism has an incredibly strong promotional machine to support LATV in the market and they are being very aggressive with programming to minority groups."

LATV is the only remaining Latino-owned TV network in the Hispanic television space. Its programming primarily targets US-born Latinos, with content that features a combination of originally produced shows as well as licensed content that has never before been seen in the U.S. LATV's fully-owned subsidiary, American Latino Syndication, produces and distributes "American Latino" and "LatiNation," two award-winning, Latino-themed TV programs that are broadcast on general market stations in over 100 cities nationwide as well as the Virgin Islands and Puerto Rico.

Source: http://www.prnewswire.com/news-releases/latv-to-meet-atlantas-demand-for-hispanic-programming-in-deal-with-prism-broadcasting-98823389.html

New Rafael Ortega/Save-A-Lot partnership addresses needs of Hispanic communities

2010-07-21T14:31:00.000-07:00

Today, Save-A-Lot R , one of the nation’s leading hard discount grocery chains and one of the SUPERVALU(R) (NYSE: SVU) family of grocery stores, announced it is joining forces with Texas Hispanic grocery operator Rafael Ortega to form a new company, Adventure Supermarkets LLC. The company will own and operate six former Save-A-Lot stores in the Houston and South Texas markets under a co-branded format, “El Ahorro Save-A-Lot,” to serve Hispanic customers in those communities.

This partnership is an example of how Save-A-Lot is looking for unique ways to meet the needs of a variety of communities. Over the next five years, SUPERVALU has announced plans to accelerate the growth of Save-A-Lot, doubling the number of stores from 1,200 today to 2,400. The company has earmarked 50 percent of those new stores for urban markets with an emphasis on underserved areas with little to no access to healthy foods, otherwise known as food deserts.

For more than 30 years, Save-A-Lot stores have operated and grown with the mission of providing rural, suburban and urban families alike access to affordable healthy foods, especially for families on tight budgets. Save-A-Lot offers price points designed to be 20 to 40 percent below that of competitors. In addition, Save-A-Lot has identified a need for consumer education ranging from how to select and prepare produce to how to prepare healthy lunches for a $1 or a meal for a family of four for $5.

Latino-owned businesses booming in Utah

2010-07-14T09:01:00.000-07:00

Business is booming in Utah according to recent reports by the Census Bureau.

It reported Tuesday that the number of Hispanic-owned businesses in Utah jumped by 78 percent between 2002 and 2007 — and revenues rocketed up by almost 138 percent.

In 2002, it estimated that Hispanics owned 5,177 businesses in Utah. Five years later, it estimated that they owned 9,221.

Hispanics still owned only about 3.7 percent of all businesses in Utah — while they make up 11.6 percent of the population, the Census Bureau estimated.

That 78.1 percent growth for Hispanic-owned businesses in Utah was eighth-fastest among the states.

For the full article on this Hispanic-owned business boom in Utah.

General Market vs. Hispanic Market | Blurring Lines

2010-07-09T11:02:00.000-07:00

As they say, the "proof is in the pudding!".

Today, the lines between the General market and U.S. Hispanic market are becoming quite thin. The U.S. Hispanic market plays an integral role in shaping the tastes and preferences of today's audiences.

"The ethnic consumer tends to set trends," says Neil Golden, McDonald's U.S. chief marketing officer. "So they help set the tone for how we enter the marketplace." Golden says preferences gleaned from minority consumers shape McDonald's menu and ad choices, which are then marketed to all customers.

More proof that Latinos are an important consumer segment and force in society shaping what is becoming a unique multicultural landscape.

We live in a nuevo America.

Promoting Mental Health Across Cultures

2010-07-09T08:42:00.000-07:00

PSAs Target Three New Groups in Ongoing Campaign

Continuing their Campaign for Mental Health Recovery, the Ad Council and the Substance Abuse & Mental Health Services Administration today unveiled a series of culturally targeted public service ads.

•20.7 percent of Native Americans 18 to 25 reported serious psychological distress in the past year, yet only 30.6% of Native American adults with serious psychological distress received care during that time.

•16.2 percent of Chinese Americans 18 to 25 reported serious psychological distress in the past year, with 11.2% of Asian Americans young adults with serious psychological distress receiving care in the past year.

•15.6 percent of Hispanics/Latinos 18 to 25 reported serious psychological distress in the past year, with 28.3% of Hispanic/Latino young adults with serious psychological distress receiving in the past 12 months.

Source: (AdvertisingAge)

Latinos by Country of Origin

2010-07-01T22:50:00.000-07:00

A first in a series of data snapshots...

Latinos by Country of Origin
All Hispanics 46,822,000
1 Mexicans 30,746,000
2 Puerto Ricans 4,151,000
3 Cubans 1,631,000
4 Salvadorans 1,560,000
5 Dominicans 1,334,000
6 Guatemalans 986,000
7 Colombians 882,000
8 Hondurans 608,000
9 Ecuadorians 591,000
10 Peruvians 519,000

The ten largest Latino population groups by country of origin (based on self-described family ancestry or place of birth).

Source: http://pewhispanic.org/

The New General Market

2010-06-21T23:17:00.000-07:00

Significant trends are confirming the existence of an exciting and interesting dynamic taking place. Today's multicultural segments are combining to form a unique 'general market'. A recent article in AdvertisingAge sheds some light on these shifts.

"Within the next three decades, Hispanics, African-Americans, Asians and other minorities, as well as young consumers, will become the country's new majority," Jeff Bewkes, Time Warner's chairman-CEO, recently said in an internal memo calling for a company-wide revamp of multicultural initiatives under the heading, "The Multicultural Key to Our Growth."

But beyond the sheer numbers -- there are 103 million Hispanics, Asians and African-Americans that currently make up one-third of the U.S. population, and are projected by 2042 to become the majority of the nation's population -- this new majority will be a young, diverse group that consumes media very differently.

Their preferences, tastes and ways are influencing what is now known as the "general market." And it is with this "new majority" in mind that some of the nation's largest marketers are shifting the way they speak to multicultural audiences, shaping their messages to address a group that is increasingly complex and diverse.

Source: http://adage.com/hispanic/article?article_id=144536

A Young and Active Audience

2010-06-16T11:30:00.000-07:00

In 2014, eMarketer expects that 70% of the Hispanic population will be online, up from almost 60% in 2010. Thanks to a robust rate of growth within this general population, the online population will grow by nearly 10 million people between 2010 and 2014, to 39.2 million. As the results of the 2010 census are made public in early 2011, those figures may increase even more.

“This online population is young and thriving,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “Hispanics Online: Demographics and Media Usage.” “They frequently use social media, message boards and sports sites.”

For the full article...

Hispanic Food and Beverage Market to Continue Aggressive Growth Through 2014

2010-06-09T13:41:00.000-07:00

(Image Source)

NEW YORK, NY - The expanding appetite for Latino cuisine among non-Hispanic Americans, combined with the rapid increase in the United States' Hispanic population, will be a boon for the $7 billion Hispanic food and beverage market, helping to drive sales to $10 billion in 2014, according to Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition, the latest market research study by publisher Packaged Facts.

Along with population growth, buying power within the Hispanic population is expected to increase significantly in the next four to five years. Packaged Facts projects that the buying power of Latinos will reach $1.3 trillion in 2013 up from $984 billion in 2008, representing a cumulative growth rate of 31%. In addition, Hispanic shoppers spend significantly more than other groups on food consumed at home, due to the importance of family mealtime and larger family units.

Packaged Facts separates the Hispanic food and beverage market into three segments: Mainstream Mexican (tortillas, salsa, tacos, burritos, nachos, refried beans, Tex-Mex cuisine, and other products that have become part of the American culture); Authentic Hispanic (products either imported from Hispanic countries to the United States or products made domestically that use traditional recipes); and Nuevo Latino (products with south-of-the-border flair, including traditional American foods made with Hispanic ingredients, as well as unique new creations that meld a variety of Hispanic flavors and food traditions).

For the full article, click here.

Soccer...Bigger than the Beijing Olympics?

2010-05-31T19:40:00.000-07:00

(Image Source)

The World Cup is just around the corner. If you think soccer is past its prime and takes a back seat to some other sport. Think again. Futbol and the excitement that follows when your team scores a goal is hard to match. The upcoming World Cup in South Africa is a unique sports event.

One in every two people in the world is expected to watch the cup on television. Nike, McDonald's, and Coca-Cola—American brands all—see it as a much bigger deal than the Beijing Olympics, two years ago. Major sponsors are paying as much as $40-million for the privilege of associating with the event. Coke's biggest promotion ever includes a deal with YouTube whereby viewers from around the world will post their goal celebrations. Anheuser-Busch and Visa, too, are heavily involved: The Visa Match Planner is a cellphone application that provides scores, retail information, and opportunities to chat about the tournament.

Click here for the full article.

I.A.B. Forms Multicultural Council

2010-05-24T20:44:00.000-07:00

In order to support advertisers’ strategies to reach diverse consumer groups, the Interactive Advertising Bureau (IAB) today announced the formation of the IAB Multicultural Council. The IAB also released “U.S. Latinos Online: A Driving Force,” a comprehensive presentation that uses multiple data sources to describe the Hispanic online population, identify the trends and key dynamics in this increasingly important advertising target and provide a resource for communicating with Latino online audience segments.

The IAB Multicultural Council, which replaces the former IAB Hispanic Committee, will focus on key issues that impact marketing and advertising within the multicultural marketplace including

* Audience measurement and ensuring that all segments of the U.S. population, especially minorities are properly measured and accounted for in online media measurement
* Educate marketers and agencies on how to create successful digital marketing strategies to reach multicultural markets
* Equip multicultural publishers and agencies with the tools necessary to address the needs of marketers who want to reach multicultural markets

For the full article...click here.

POWERADE(R) Teams up with Guillermo "Memo" Ochoa for First Ever Hispanic Integrated Marketing Campaign

2010-05-17T14:50:00.001-07:00

Powerade and Memo Ochoa? Sounds like a smart marketing campaign to me.

ATLANTA, May 17, 2010 (BUSINESS WIRE) -- Not everyone has the ability to be in two places at once and perform like a superstar, unless you are Guillermo "Memo" Ochoa, goalkeeper for the Mexican National Team. POWERADE will feature the star goalkeeper in its first-ever, fully-integrated marketing campaign created exclusively for U.S. Hispanic consumer. POWERADE Latino, as the campaign is known, will coincide with the 2010 FIFA World Cup(TM) in South Africa. Recently, FIFA officially designated POWERADE as "Chosen by FIFA to Hydrate 2010 FIFA World Cup Players."

"The POWERADE Latino campaign is part of our broader FIFA World Cup(TM) activation this year, reaching more consumers and refreshing them on and off the field with our brands," said Jose Serafin, senior brand manager, Hispanic Marketing, Coca-Cola North America.

The Spanish-language advertising campaign will be activated starting June 1 in major U.S. Hispanic markets, and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa produced for the POWERADELatino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

Click here for the full article (POWERADE(R) Teams up with Guillermo "Memo" Ochoa for First Ever Hispanic Integrated Marketing Campaign)

~José Huitron

Hispanic Public Relations and Social Media Conference

2010-05-11T13:13:00.000-07:00

Right now the Hispanic P.R. Conference is in full swing in Dallas, Texas. Anybody who's anybody in Hispanic Marketing and Public Relations are either attending or keeping an eye on the happenings surrounding the conference. Here are a few tweets on some of the key insights being shared:

Job of marketer is changing from brand manager to community manager #HPRConf
less than a minute ago posted by zandrazuno

In social media be multidimensional and transparent #HPRConf

less than a minute ago posted by franklogic

Want better ROI? Get away from pay media and invest in sustainable social media programs #hprconf

Less than a minute ago posted by Ivan_Leon

Those looking to stay on top of the conversations taking place can follow the #hprconf hashtag.

Social Mannequins

2010-05-03T10:16:00.001-07:00

The popularity of social media has created a race for online engagement and the acquisition of social outposts. It seems as though many are rushing to create a twitter profile, sign up on facebook, join LinkedIn, and so forth.

Individuals and organizations are moving from being aware of the impact of social media to finding ways to participate and engage their audiences. However, with this new territory it seems as though many are stopping at the creation stage.

Yes they've built their online profiles and setup their accounts but some stop there thinking that's all they need. You know em' when you see them...some call them ghost accounts. How about we call them social mannequins.

They look the part and even dress the part but offer no real value aside from some visual aesthetics.

Audiences are looking for active communities and opportunities to engage and interact with eachother. Some brands and individuals need to extend beyond the social mannequin stage and offer value through authentic engagement and positive participation.

Posted via web from Tower Eighty-One

Hispanics and Arizona's New Immigration Law

2010-04-30T14:28:00.000-07:00

Arizona last week passed a law authorizing local police to check the immigration status of anyone they reasonably suspect of being in the United States illegally.1 The law has generated sharp debate between advocates who say it is needed to combat illegal immigration and opponents who say it is an infringement on civil liberties and an invitation to racial/ethnic profiling of Hispanics by the police. In addition, some say the law will create tensions between police and Hispanics that will hinder general law enforcement.

Below are a set of recent findings from the Pew Research Center and Pew Hispanic Center that provide background on a range of issues raised by the new Arizona law. The findings are drawn mainly from nationwide surveys conducted in 2008 and 2009.

-- Americans see Hispanics as the racial/ethnic group most often subjected to discrimination.

A 2009 survey by the Pew Research Center found that nearly one-in-four (23%) Americans said Hispanics are discriminated against "a lot" in society today, a share higher than observed for any other group. This represents a change from 2001, when blacks were seen as the racial/ethnic group discriminated against the most in society. Then, one-in-four (25%) Americans said blacks were discriminated against "a lot," while 19% said the same about Hispanics.

For the full publication by the Pew Hispanic Center, click here.

How to be a Cholo

2010-04-15T13:55:00.001-07:00

(Image Source)

There are movements and then there are full blown cultural shifts making way for a new arena of creativity, innovation, and artistic expression. Certain groups stand out and survive the test of time. Enter the cholos. A diverse group and subculture influenced by the smooth, expressive, and unique demeanor of the 1940's Pachuco.

Cholos have engaged in a unique form of self-expression for quite some time now. From tricked-out fully-customized lowriders and baggy jeans to their unique musical tastes, cholos have impacted the cultural fibers of our society. The level of individual expression, creativity, and richness that exudes from this subculture gives us all a lesson on true engagement and influence.

As digital pioneers and modern day new media gangsters, we have the potential to inspire, impact, and create value.

Be a game changer.
Be yourself.
Leverage your unique capabilities.

If today's brands were to grasp the value of these rich cultural dynamics and methods of true impact there would be no need to spend your time shifting position but rather focus on the values and real life charactersitics of today's Latino.

Step your game up.

Going Beyond the Data | The U.S. Hispanic Market

2010-04-07T21:06:00.000-07:00

We've read the report about half of U.S. Advertisers missing the trillion dollar Hispanic market and we're fully aware that Latinos are active online. However, let's focus on the bigger picture for a few moments. Let's consider the immense potential for impact, innovation, and creativity.

Information is beneficial and helps to provide interested parties with insight and intelligence. The jury is in and the Hispanic market is real and not going anywhere according to all the recent reports, blog posts, and tweets.

Here are the facts:

50 million and counting.

One trillion dollars in spending power.

Fastest-growing population segment in the U.S.

The census is helping to validate the importance and size of the Hispanic market. However, it's time for us to go beyond validation and into the arena of application, progress, and momentum.

The time for questions and idea incubation is now.

How are we going to use this data to impact Latinos in America as opposed to just targeting and treating this important segment as a potential sale?

Forward movement and positive progress are built on a solid approach to engagement and influence.

The Next Level of Impact

2010-03-19T09:23:00.000-07:00

http://www.flickr.com/photos/dr-photo/ / CC BY-NC-ND 2.0

Chiqui Cartagena, a Hispanic market thought leader, recently wrote an excellent post entitled "Who Are We Really? And Why Marketers Should Care" over at Adage. Here's a snippet:

We need to stop using old, stereotypical definitions of groups -- such as "general market" and, yes, "multicultural market" (neither of which mean anything, really) -- and start thinking about consumers and treating them as real people going through real life stages whose cross-cultural identity affects the way they consume products or services, communicate and behave.

Chiqui makes an excellent point about the need for marketers to go beyond the labels and understand the cultural, personal, and societal impact we have in America. Going beyond the labels will help us all to grasp the fibers of cultural richness that exude from all angles.

Those of us who recognize and agree with Chiqui's insight should be inspired to take our dynamic and different approaches to the next level. Our efforts should lead to an end result fertile with creativity, innovation, and inspiration. Only then will we truly go beyond the norms of business as usual.

Five Rules of Engagement: Targeting Hispanics Online

2010-03-17T09:08:00.000-07:00

Trust and engagement are two important elements of successful social media participation. Marketers and publishers alike understand the megaphone nature of sites such as twitter. Hence, we see the constant barrage of “Follow us on twitter” or “Friend us on Facebook” across various print, radio, and digital advertising campaigns. Recognition of the importance of social media and the various conversations taking place online seems to have hit mainstream.

And for good reason.

Check out my complete guest post over at the fantastic Latino Rebranded blog of Louis Pagan.

Validation: The 2010 Census

2010-03-11T21:49:00.000-08:00

The race is on to get Latinos to participate in the 2010 Census. We have articles and blog posts popping up left and right about the sentiments towards participation and efforts aimed at getting Hispanic audiences to respond.

Voto Latino is teaming up with the Mexican American Legal Defense and Educational Fund in an effort to push for robust Hispanic Youth participation.

Participation is a good thing.

However, there's a hidden message about this 2010 Census that isn't getting as much attention and that is the essence of validation. The data gathered will help to validate the size, impact, and importance of the Hispanic market in the U.S.

For marketers, the information gathered will truly serve as a gold mine.

For Latinos, the results will prove to be dynamic and help solidify Hispanics as the future of America and a population segment of an importance that cannot be overstated.

It's truly an exciting time.

The Fibers of Multiculturalism

2010-03-02T21:50:00.000-08:00

http://www.flickr.com/photos/generated/ / CC BY 2.0

"Marketers, in their efforts to connect with consumers can consider that accepting the differences of Latinos promotes their harmonic integration in a multicultural society." - Dr. Felipe Korzenny

A harmonic integration is built on several important components. Here are a few important keys to creating an environment where the synergistic mix of various cultural variables can thrive:

Recognition - Understanding that various cultures in our society offer a wealth of positive and diverse elements that can help further the health and quality of life in America.

Participation - Make an effort to join the conversations and participate in activities that allow for a multicultural society.

Amplification - Where the synergy takes place and allows for increased assimilation and diversity.

A key point of consideration is that Latinos are ready and willing to explore the cultural fabric of America while staying true to their cultural roots.

Hispanics Are Technologically Savvy

2010-02-18T21:34:00.000-08:00

Source (A study by AOL Advertising & Cheskin: Why and how are Hispanics using the internet in their daily lives?)

Contrary to common stereotypes, the most acculturated Hispanics are not necessarily the most technologically savvy. The data shows that Hispanics are indeed early adopters.

If you are looking to connect with today's Latino audience, look no further than the ongoing conversations that are taking place all over the internet. Acculturation is an important factor to consider but not necessarily a determinant of technical ability.

Your comments are welcome.

Reaching Hispanics Online

2010-02-11T10:38:00.001-08:00

Engaging today's online Hispanic population is the result of research and an understanding of the various cultural dynamics in motion. Good content can be a great tool for capturing the interest of Latinos online.

Lee Vann has an excellent post on the subject of good content over at MediaPost.

Here are his 10 tips for using content to effectively reach online Hispanics:

1. Don't be afraid of the social Internet; embrace it
2. Develop clear goals and objectives upfront
3. Establish a voice and develop guidelines to ensure it is always consistent
4. Ensure that all content provides value to your target audience
5. Don't be afraid to test out different things
6. Make sure content is engaging, stimulating a conversation
7. Create an agile process, including legal approvals
8. Make sure your content is social media-optimized to maximize sharing
9. Avoid using regional Spanish when engaging to national Hispanic audiences
10. Be consistent when using the formal "usted" and informal "tu" forms in Spanish

A Mess of Social Media?

2010-02-08T09:38:00.001-08:00

A recent post titled, "Social Today Feels Like Search a Decade Ago: Lots of Noise and Lots of Spam", over at TechCrunch helps to reiterate the fact that the internet is a crowded space. There is indeed lots of noise on the internet but right now the truth of the matter is that Latinos are making a loud statement.

The recent emergence and solid growth of Latism (Latinos in Social Media) provides us with exciting proof that we the Latino online audience are just getting started. We understand the importance of genuine engagement and relationship building. We are rich in culture and plentiful in aspiration. For us the internet is the ultimate platform to unleash our creativity and inner desire to let everyone know "Si se puede!"

We don't spam or fill your inbox with junk but instead you'll find honest emotion, true sincerity, and a genuine interest to help grow this sphere of influence we call Latinos in Social Media.

The People Factor

2010-01-29T14:51:00.001-08:00

Okay...so we all know that the buzz around social media is in full swing causing heads left and right to stop and take a second glance at this thing we call engagement. Conversations are taking place and we all want to join in. Well...of course, because it's fun to interact and share information, build relationships, and enhance our connections.

Social media is all about engagement and creating conversations that actually mean something and offer value to the participants. We have B2C and B2B activities that are all trying to garner the attention of the masses. However, let's slow down for a minute and remind ourselves that this thing we call social media is about people.

People make this thing work. The social factor is the key that will dictate whether or not this new form of media can sustain its popularity and dynamic momentum. Let us not forget that it's still about the people and focusing on them.

As we transition into a more measurable and returns based system that actually offers a return on investment, we will find that the key still remains on focusing on relationship building and the practice of offering relational value.

Posted via email from Jose Huitron's posterous

Top 10 in Television Among Hispanics

2010-01-22T09:48:00.000-08:00

Univision has a significant lead in terms of network penetration as shown below...

Among Hispanics - United States
Week of January 11, 2010
Rank Program Network Rating Viewers(000)

1 SORTILEGIO MON-01/11/2010 UNI 20.8 4,962
2 SORTILEGIO TUE-01/12/2010 UNI 20.6 4,528
3 SORTILEGIO THU-01/14/2010 UNI 20.3 4,874
4 SORTILEGIO WED-01/13/2010 UNI 20 4,713
5 SORTILEGIO FRI-01/15/2010 UNI 19.2 4,570
6 EN NOMBRE DEL AMOR TUE-01/12/2010 UNI 18.8 4,139
7 EN NOMBRE DEL AMOR MON-01/11/2010 UNI 18.6 4,370
8 EN NOMBRE DEL AMOR WED-01/13/2010 UNI 18.3 4,216
9 EN NOMBRE DEL AMOR THU-01/14/2010 UNI 17.8 4,073
10 EN NOMBRE DEL AMOR FRI-01/15/2010 UNI 17.4 3,760

Source: The Nielsen Company. Viewing estimates on this page include Live viewing and DVR playback on the Same Day, defined as 3am-3am. Ratings are the percentage of Hispanic TV homes in the U.S. tuned into television.

The Positive Potential for Multicultural Collaboration

2010-01-16T21:40:00.000-08:00

(image source)

The internet is a popular destination for many publishers, aspiring entrepreneurs, thought leaders, designers, creatives, and technology enthusiasts. The ability to connect and build empowering relationships leads to an enormous opportunity for mass collaboration.

Today, we have a unique array of content generators who each have their own agenda in terms of marketing, branding, creativity, knowledge-sharing, trust building, image enhancing, promotion, networking, and the list is indeed quite enormous.

As social media and the online environment continue to evolve, some key questions arise as to how individuals, organizations, and groups adapt and thrive.

Several areas come to mind that when we really think about it shed some light on the potential for very positive possibilities.

Online collaboration and knowledge sharing in niche areas
Purpose-driven engagement
Innovation and ideation initiatives

As Latinos continue to grow in influence, impact, and positive engagement the need for knowledge sharing and game-changing collaboration becomes evident. It's one thing to build up a large audience or create a movement and another to capitalize on the strength, synergy, and symbiosis of individuals with a common purpose.

You are invited to share your thoughts about the future and necessary direction of Latinos in social media and beyond.

Where content happens...

2010-01-08T22:02:00.000-08:00

The Democratization of Content

We have journeyed beyond the path of traditional media into a new arena where the content and control are conveniently placed in the hands of the masses. Today it's easier than ever to publish ideas and sound off on virtually any subject imaginable. The essence of social media is built around the people factor.

Consumers are no longer solely a target market or customer segment but rather a democracy of opinion, agents of influence, and dynamic content producers.

User generated content is what makes new media such a hot topic in today's society.

The internet allows us to have a voice and be heard.

The level of immediacy and intimacy offered to individuals is unparalleled in terms of media channels and modes of communication.

Where and what we do with these tools is definitely up to the people.

Beyond Language | Connecting with Latinos Today

2010-01-03T20:41:00.000-08:00

The U.S. Hispanic market is acculturating making it important for individuals interested in this important segment to accept the fact that being Latino in the United States is much larger and more involved than any one spoken language.

The race is on to understand the true nature of bi-cultural consumers.

According to Latinum, a successful attempt to tap into the U.S. Hispanic Market is quite challenging often leading to a vicious cycle.

I agree and feel that today's marketers have plenty of opportunity to evolve and truly connect with Latinos today.

Latinos and Social Media in 2010

2009-12-30T09:27:00.001-08:00

L.A.T.I.S.M. (Latinos in Social Media) took the scene by storm in 2009...

What's in store for 2010 in terms of social media and the ever increasing digitally savvy Latinos?

Content | As the numbers increase and more people participate in the online conversations taking place there will be an increase in the amount and variety of content available. We are already seeing fresh voices and creative gente joining the social wave of the internet and the future is exciting as we consider the increases in participation overall.

Citizenship | Trust and reciprocity are still an important factor in building and maitaining a dynamic network of positive and influential connections. Being a good online citizen is built upon the foundation of authenticity. Being genuine will still continue to be an important element of growing the sphere of communication and engagement online.

Tribes | The populations are out there. Individuals with unique talents and abilities will emerge increasing the sheer mass of online participation by Latinos. Once you find a niche that resonates with your interests an effort will be made to converge and conversate within that setting leading to 'tribes'. The numbers will increase and the truth is that there is plenty of online space for everyone.

Overall, the social landscape is looking very promising as we embark on a new year of collaboration, engagement, and positive momentum.

Happy New Year everyone!

A Winning Formula

2009-12-23T10:41:00.001-08:00

The Importance of People

Building relationships and trust is all about people. Focus on the product, technology, process, or gimmick,...and you've already lost half your battle.

Today's consumer is smart, web savvy, and connected. They understand the tools and technology and have the overwhelming challenge of trying to filter out all the junk. If you understand this and embrace it you will begin to realize that positive momentum, growth, and improvement rely heavily upon the value of people.

The marketing mix is comprised of four P's (Product, Place, Price, and Promotion). However, it's safe to say that we can add "People" to the equation.

Here is a winning formula for building trust...

Credibility x Reliability x Intimacy / Self Orientation = Trust

Clearly, when we stop talking about our self and focus on building relationships the rest is history.

Multicultural Agency of the Decade | GlobalHue

2009-12-14T16:25:00.001-08:00

According to a recent news release, GlobalHue, the nation's largest minority-owned, full-service marketing communications agency, has been honored by AdWeek as "Multicultural Agency of the Decade."

Success in a year's time frame is commendable but sustained performance over a decade is outstanding.

"GlobalHue has consistently offered creative solutions that embrace a wide variety of cultures and ethnicities," says Olivier Francois, president, CEO and head of marketing at Chrysler. "Their work is a testament to a greater understanding of the changing needs of the audiences we're trying to reach." This sentiment reflects the agency's successful investment in demographic research following the 2000 U.S. Census, which helped fuel the shop's growth into the largest, smartest multicultural agency in the U.S. with revenue of $83 million in 2008. (http://www.globalhue.com/)

The results are in. Creative solutions built around solid demographic research and an effort to both recognize and embrace multicultural markets is paramount to effectively reaching today's diverse consumer segments.

Latinos and Education

2009-12-03T09:41:00.000-08:00

Key findings of a recent report by the Pew Hispanic Center on Latinos and Education:

Nearly nine-in-ten (89%) Latino young adults ages 16 to 25 say that a college education is important for success in life, yet only about half that number-48%-say that they themselves plan to get a college degree.

Data based on a national survey of 2,012 Latinos ages 16 and older by the Pew Hispanic Center conducted from Aug. 5 to Sept. 16, 2009.

Education is a bridge to advancement and professional growth opening up many doors of opportunities.

What can we do to improve these numbers?

Through active engagement with these youth to motivate them to pursue Higher Education.

What Can Creativity Do?

2009-11-27T22:51:00.000-08:00

Here is a really cool video that I recently came across that sparks our imagination and serves as a great conversation starter surrounding the concept of creativity.

What do you think creativity can do? Feel free to reply and share your thoughts.

A Positive Impact

2009-11-20T15:11:00.001-08:00

These days it seems as though many individuals have an interest in the happenings surrounding Latinos in the United States and for good reason. We know the data and the numbers speak for themselves. However, an important question is:

How are we impacting these populations in a positive manner?

This is indeed an important question as we strive to focus our efforts in a manner that positively affects the diversity and dynamic multicultural environment found in today's society.

Are we helping individuals overcome the digital divide?

Do we promote Higher Education?

Are you part of a Leadership Association?

A positive impact can have a profound effect on us all.

Just some thoughts...

Latinos and Social Media

2009-11-13T10:58:00.001-08:00

We Latinos are trendsetters, motivated, inspired, and now web savvy. Many of us have a story to tell and mission to accomplish when it comes to living Latino in America. Some say that it's hard to keep up with technology but I say that it's hard for technology to keep up with us! The explosion of social media and online engagement has only begun.

From Myspace to Mocospace, we have become accustomed to uploading pics, connecting with friends, sharing our musical tastes, and letting the world know just how we feel. But beyond these social sites, we have journeyed into the realm of influence, impact, and change. Social media has opened up the windows of opportunity for collaboration, engagement, relationship building.

Latinos and social media is a powerful combination. Individuals with a cause are now armed with the potential to impact a larger audience and overcome traditional boundaries of time and space. Want to know about trends and the issues that affect Latinos? Just do a simple search for #cultura, #latism, #impacto, #Latino, #Hispanic, or similar queries and you will find an immense conversation taking place.

As with any tool, the use of social media has the potential for both positive and negative usage. Some individuals will use social media as a means for devastation and others will grasp its positive potential and create relationships, build bridges, and impact our communities.

How are you using social media?

The Power of Mass

2009-11-10T14:30:00.000-08:00

Leverage is the ability to put your good talents to work. The ability to harness your experience, education, and skill inventory allows an individual the opportunity to accomplish some great feats. Individuals are unique and bring to the table their own social, cultural, physical, and emotional attributes.

George Lopez, for instance, has risen to popularity through his ability to make people laugh and connect with more than just Latinos. He adds a new face to late night comedy but brings with him the elements of humor and cultural savvy.

However, even George can’t do it alone. He needs the strengths, talents, and insights of many people to help him rise to the top of late night television. Using a service such as twitter to get the word out and build up buzz should definitely pay dividends.

Synergy | Mass

Connecting with other talented individuals or building a strong network can help lead to synergy. The voice of many and influence of a thousand can have a noteworthy impact on accomplishing a task, reaching new heights, or promoting a cause.

Mass is about networking, collaborating, and engaging with others in a genuine and mutually rewarding way that increases one’s impact.

Consider the following scenarios:
• Fred before he exploded onto the YouTube scene.
• Chris Brogan prior to being one of the biggest bloggers on the Internet today.
• George Lopez before his t.v. sitcom and latest endeavor, Lopez Tonight.

How did these people build mass?

By being authentic and offering their audience something of value (humor, entertainment, tips, information, etc.)

Today’s most influential Latinos are those who leverage their talents, build mass, and offer value.

Authenticity | Undisputed credibility

2009-11-02T21:47:00.000-08:00

The Internet is a unique playing field where many players step up to the plate in an effort to hit a home run. The possibilities for reward and positive advancement are numerous and many there be who have hit a grand slam in terms of influence and social capital.

The technological and social environment of the Internet is unique offering individuals significant challenges in achieving solid levels of success. If you're using twitter, you already understand just how many voices are out there all vying for our time, interest, and even our wallets.

In order to stand out from the crowd, several elements exist that transcend the meaning of true online success. Authenticity is a key component that can help individuals and organizations achieve some very positive results.

Just what is the true meaning of 'authenticity'?

A simple web search led me to an outstanding definition of this term that fits our discussion well.

According to Google, the top result when conducting a simple search for the definition of 'authenticity':

"undisputed credibility"

Truly a great definition that has significant application to the importance of building trust and fostering rewarding relationships. A big part of Latino culture is the importance of building relationships that are built on trust, respect, and a genuine interest in others. Authenticity certainly comes into play.

First Bilingual Educational Toy Brand, Ingenio(TM), Hits the U.S. Market

2009-10-30T09:10:00.000-07:00

First Bilingual Educational Toy Brand, Ingenio(TM), Hits the U.S. Market

The benefits of mastering a second language pay off tremendously. This new endeavor will prove to be a great step in helping children learn both English and Spanish at a young age.

Where can we buy some of these toys you ask?

Amazon.com and soon they'll be available at Toys R' Us.

Three Elements of a Successful Online Latino Presence

2009-10-29T00:18:00.000-07:00

The internet is a huge playing field where standing out from the crowd plays an important role in attaining any measure of online success. Whether your goal is to monetize, inform or simply connect with others, maintaining a successful online presence is a unique undertaking that takes a multifaceted approach.

If you're like me, perusing the web is like flipping through tons of magazine pages until you find an interesting article that resonates with your interests, hobbies, and areas of expertise.

Here are trés elements that seem to be pretty common in terms of a successful online destination:

Resonance -- Does your site relate with the interests and motivations of your audience? Take twitteros for example, a popular network that aims at connecting Latinos who use twitter.

Fresh -- This is by far one of the most difficult tasks but keeping your site, blog, or social media tool up to date with fresh content is key. Juan Tornoe, over at Hispanic Trending does a good job of this and he's one of twitters' most active users.

Usability -- First impressions are important. Navigation is an element that can make or break your digital journey. Navigation, use of white space, and working links are just a few of the important elements of usability.

Think about some of your favorite websites...

What stands out the most?

How did the site grab your attention?

Feel free to comment and share.

The Possibilities for Positive Latino Influence

2009-10-22T18:48:00.000-07:00

With over 43 million Latinos in the United States and a large segment participating in social media, some key questions to consider in today's connected and engaging society include the following:

What does it mean to influence?

How can one influence the Latino population?

Where can Latinos make a significant impact?

As social media pioneers, how do we make an impact and influence the Latino community as a whole?

What kinds of opportunities exist that allow individuals and organizations to make a positive impact on Latino culture?

One way that we can begin to answer these questions is through a clear understanding of what it means to 'influence'...

According to Dictionary.com, influence can be defined as:

"the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others"

Something to think about as we continue on our journey to stay connected, make a positive impact, and engage with today's dynamic society.

Latino Pioneers in Social Media

2009-10-16T13:40:00.000-07:00

Hey, that's you!

You found this blog through an effort to be 'in the know' when it comes to the shifting online arena. The quest for knowledge, insights, and gems of internet savvy caught your attention and ignited a insatiable desire to participate in a unique social media journey.

Latinos as a collective group spend more time engaging and participating in the internet landscape than most. Is it the quest for information or the desire to be entertained that leads us Latinos to participate in social media?

Web tools and apps abound offering individuals the opportunity to communicate, collaborate, and explore beyond MySpace or MocoSpace. The possibilities are truly massive in terms of where and how Latinos engage. Social networks such as MiAltos.com and the increasingly popular Latinos in Social Media (LATISM) community prove that the Hispanic online market has a voice and strong desire to be heard.

What characteristics or social elements combine to create a successful web presence amongst Latinos?

What motivations lead this online segment to participate in social media?

True pioneers understand that it's a combination of factors...(content, engagement, value, usability, simplicity, multicultural awareness)

Your fellow Latino social media pioneer,

José Huitron

Bilingual and looking for work...

2009-10-12T23:45:00.000-07:00

The benefits of speaking two languages in today's highly diverse marketplace cannot be overstated. Being bilingual can help individuals make significant strides both personally and professionally.

Here's a great video from Saber Hacer that touches on this very topic...

Boy Scouts launch campaign to attract Hispanics

2009-10-08T21:32:00.000-07:00

With over 40 million Hispanics in the United States, organizations and businesses alike are recognizing the dynamic shifts in the cultural landscape of our nation.

The Boy Scouts of America recently launched an effort to attract more Latinos...

The Boy Scouts of America is one of the nation's largest and most prominent values-based youth development organizations. The BSA provides a program for young people that builds character, trains them in the responsibilities of participating citizenship, and develops personal fitness.

For nearly a century, the BSA has helped build the future leaders of this country by combining educational activities and lifelong values with fun. The Boy Scouts of America believes — and, through nearly a century of experience, knows — that helping youth is a key to building a more conscientious, responsible, and productive society.

The Hispanic Mix

2009-09-16T20:59:00.000-07:00

What are some of the first thoughts that come to mind when we hear the terms Hispanic or Latino?

Today's savvy marketers and business professionals understand that there's a whole lot more to the term 'Hispanic' then most people take the time to appreciate.

The Pew Hispanic Center provides us with some great insight into the current make up of Hispanics.

Making an effort to investigate the various cultures and individual differences among Latinos is an integral part of having a broad and balanced perspective into this very important segment.

Don't get me wrong...Hispanics are much more than a 'segment' of the U.S. but rather a powerful, successful, and rapidly growing population.

Ad Age Special Report: Hispanic Creative Ad Awards

2009-09-06T17:44:00.000-07:00

You know them when you see em'...and it's easy to point out a highly effective well designed marketing piece that captures an audience. Great advertising sticks like duct tape securing the message with the receiver.

A special report from Advertising Age gives us a nice glimpse into some of the most effective and high quality advertising in the world of Hispanic Marketing...

Top 10 Inc.500|5000 Latino and Hispanic-run Companies

2009-08-26T21:24:00.000-07:00

The growth rates of some of the companies on Inc.'s list are staggering. Take for instance, the #1 listed company P3S, a government services firm that grew from $225, 763 revenue in 2005 to $13.5 million in 2008, an increase of 5,898.4%. Amazing indeed and it is clear why the company topped the list.

For a full glimpse into Inc.'s top 10 Latino and Hispanic-run companies, click here...

Batanga Launches New Online Ad Network

2009-08-22T12:55:00.000-07:00

The U.S. Hispanic online audience is an area that must not be ignored by today's marketers and business savvy leaders. Batanga, Inc. a leader in targeting the U.S. Hispanic online market, launches their new online ad network, the Batanga Network.

With more and more quality campaigns hitting the airwaves and online marketplace, a direct and results driven approach can help businesses reach this unique and dynamic segment of online marketplace.

Hispanic Media has a Choice

2009-08-17T23:00:00.000-07:00

A recent article by Javier Castaño provides some insight and very interesting opinion on the current state of Hispanic media:

"Spanish media in this country should retreat to a corner, think for a while, find its own path, reinvent itself and come out stronger. In my opinion, Hispanic media properties often are trapped in a net of opportunistic marketers, wrong promotion strategies, selfish editors and no access to capital in order to invest in their properties.

Accepting the challenge, rejecting the token, getting some money and preparing for a fight should be the motto of Hispanic print media and Hispanic media in this country."

A look into the U.S. online Hispanic marketplace...

2009-08-09T15:34:00.000-07:00

According to the U.S. Census Bureau, there were about 43.7 million U.S. Hispanics aged 2+ as of 2008. In May 2009 comScore reported that about 21 million of them were online, representing about 10.7% of all US persons online. And the U.S. online Hispanic population is growing about three times as fast as the overall online population.

For the full article, click here.