Latin America Leads as the Most Socially-Engaged Global Region

Image credit

A recent comScore report on social networking in Latin America shows that more than 127 million Latin Americans ages 15 and older visited a social networking destination from a home or work computer in April 2012, with the average visitor spending 7.5 hours social networking during the month. The report also provided analysis on emerging social network Pinterest.com, which saw its audience increase eightfold in the first four months of the year to reach 1.3 million Latin Americans in April.

“Not does nearly 100 percent of the Latin American Internet population visit social networking destinations each month, but they also spend a lot of time on the sites,” said Alejandro Fosk, comScore senior vice president of Latin America. “While social networking isn’t a new phenomenon, we are still seeing strong market growth, changing dynamics among the leading players, and the emergence of new social sites that make it an especially interesting market to watch right now.”

Latin America is an ideal and burgeoning market for technology, social media, and startups. 

For the full article, visit comScore.

Millennials and the Fear of Missing Out

(Image Credit)

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.

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.

A New Year Means New Opportunities for the Hispanic Market

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.

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.

An Interview with Hispanic Market Insider Frankie De Soto of SolPersona

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.

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.

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?

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.

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.

A Fresh Perspective | Observing Digital + Hispanic Marketing Trends

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.

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...

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.

Five Rules of Engagement: Targeting Hispanics Online

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.

A Mess of Social Media?

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

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

The Positive Potential for Multicultural Collaboration

(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...

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.

Latinos and Social Media in 2010

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!