Latinos in Social Media to Partner with LEAD to Connect Summit Participants via Social Media

SAN BERNARDINO, Calif.-The Latino Education and Advocacy Days project has named Latinos in Social Media (LATISM) as its ambassador for this year's LEAD summit. The day-long summit will take place at Cal State San Bernardino, on Wednesday, March 27, 2013, from 8:00 a.m - 5:30 p.m. at the Santos Manuel Student Union. LATISM and LEAD's social media team will solicit and train interns from CSUSB, University of La Verne, and East Los Angeles College to assist with twitter, facebook, and instagram traffic the day of the summit. Participants are encouraged to use the hashtags #LEAD2013 and #LATISM_LA when participating via social media.

Jessica Valle, the director for LATISM Los Angeles will collaborate with Jose Rivera, adjunct faculty at CSUSB's Communication Studies department, in the selecting and training of interns. Student participants will learn the principles of social media engagement and put said principles to use during the summit.

"LATISM Los Angeles is very happy to partner with LEAD in helping develop young professionals and help educate in the realm of technology and social media," said Ms. Valle.

Interns serve on the Social Media Team as "Ambassadors" to enhance, brand, and expand external online communications, and build an engaged and vibrant member community around Latino Education.  The interns actively represent the team on social networking sites such twitter, facebook, and instagram...

Latinos in Social Media (LATISM) is a 501(c) 4 nonprofit, nonpartisan organization dedicated to advancing the social, civic and economic status of the Latino community. LATISM has been hailed as the most influential online movement in the new multicultural Web. For more information about LATISM Los Angeles contact Jessica Valle at valle.jessica@gmail.com

The LEAD Summit's purpose is to promote awareness of the crisis in Latino Education and to enhance the intellectual, cultural and personal development of our community's educators, administrators, leaders, parents and students. Online registration for the free Summit is now open at the LEAD website at http://leadsummit.csusb.edu/

How to Lead Engagement in the Latinosphere

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.

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

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.

A Big Event for Latino and Multicultural Bloggers | Hispanicize 2011

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

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?

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.

Humanizing the Web

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?

3 Must-Read Articles on the Hispanic Market

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”

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!

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!

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

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

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...

A Young and Active Audience

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...

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

 

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

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.

Hispanics and Arizona's New Immigration Law

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

(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

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

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.