Latino Rebranded: Social Media and Latinos

In my hometown – NYC – there are 2 events right around the corner (click pics for website links):

With major changes impacting the multicultural media business, can you really afford to miss the Multicultural Media Forum in three weeks?

What do top executives think about...

How  Census 2010 and multiplatform media will change the Multicultural Media Ecosytem?

What's in store for the business of Hispanic and multicultural advertising, branding, and marketing?

With upwards of 70% of the U.S. Hispanic market under 35, and 65% of its population growth being driven by US-born Latinos, the NGLC’s mission is to advocate two key points; 1.) New Generation Latinos represent a viable and lucrative media target audience that merits special attention and 2.) Quality media, marketing and entertainment resources are available to effectively touch New Generation Latinos who are critical to growing market share now and in the future.

The NGLC Media, Marketing & Entertainment Conference’ will be a one-day conference from 9:00am to 6:00pm on Monday, April 5, 2010 in New York City.

Popularity: 23% [?]

Subtitle: It is not the people that should look to businesses, businesses should look to the people.

Our visions of where influence derives is skewed.  Professionals do not make influential changes, but only identify, define, and market them.

Trends

In his book “The Tipping Point,” Gladwell talks about Hush Puppies shoes and how they went from almost being discontinued to a hugely successful brand.  Hush Puppies became a fad in lower Manhattan not on purpose, not because of a campaign, not because of any professional efforts, but because a few “kids” decided they were cool and the shoes became trendy and hip with their peers. 

Let’s look at social media for a minute.  The true value of social media is not the communication platform, but what that communication brings to the table.  Social media enables a company to gain vital insight to where markets are going by talking with the public.

Companies and Social Media

Companies need to talk to their customers to see what they are thinking.  Companies are usually ‘out-of-the-loop’ when it comes to what is being said on the ’streets;’  social media provides insight and establishes a public ‘advisory board’ that leads executives and marketing professionals to decide what to bring to the market – or discontinue.

The Public

Unbeknownst to the average person, it is they that are the true content providers and definers.  With the help of social media, this is slowly being realized – more people are providing top-notch content and participating in global dialogues.

Profitability is where professionals come in.  Once the public figures out how to crack this threshold, it is at that moment that that industry becomes open to change and revolution.

Here’s a modified statement from a popular quote for the movie “V for Vendetta” – It is not the people that should look to businesses, businesses should look to the people. Oh, so true.

Popularity: 62% [?]

Subtitle:  Are you a Spanglish speaker or a bilingual text message sender?
(via @MauraHernandez)

My Blackberry is set to auto-check, because I’m infamously known for misspelling words.

Quite a few times, when tapping out an email I’ve noticed that spell check wants to change ‘gracias’ to Garcia.  I find it hilarious.  Yes, I can just ‘add’ it to the dictionary but what I’m really curious if 1) the word is ever going to be added to the dictionary, or 2) the software will ever be made ’smart’ enough to see that I use that term constantly and auto-add itself.

A fellow Twittero has experienced the same:

I’m curious if anyone else out there has any stories to share?

UPDATE:  We have some more…pretty funny, updates from @MauraHernandez:

Add yours!

Popularity: 69% [?]

To continue on the Hispanic Media Conferences 2010 post, I’ve become aware of two more:

NAHJ, has ten multimedia journalism training sessions in Texas, Feb 20. Blogging, social media and content creation will rule these workshops.

Very innovative and keeping in pace of a trend in the Latino sphere – from their website: The New Generation Latino Consortium (NGLC), the only professional organization of its kind dedicated to the enhancement of the New Generation Latino audience, is proud to announce ‘The NGLC Media, Marketing & Entertainment Conference’ taking place in New York City on April 5, 2010.

Popularity: 68% [?]

While social media is undeniably hot, without evidence of burning out, many established organizations and businesses have been exceedingly slow in accepting social media as the new engagement platform.  In the face of prudence, speculation and convention, enthusiasts – evangelists – have pressed forward with a new and unpredictable, yet powerful and stable form of communication that has haulted an entire industry and forced it look over its shoulders.

In many ways, social media has just begun – 2010, will be its pivot.  Pre-2010 will be looked back as social media being considered only an addition to already established marketing tools, but post-2010 social media will be viewed as a major factor, even replacing traditional media.

Hispanic organizations will be on the far end of the tail, as Hispanics are mostly a conservative population.  To the older generation, social media represents…is, change.  However, the younger generation is embracing new media in droves.  Somewhere in the near future – post 2011? – there will be a huge explosion of Hispanic based industries and organizations in social media.

These are my observations, not my judgments.  I think social media will continue to influence its way into every business sector and will be the fast track to Hispanic related communications.  The fact that Hispanics are the quickest and most abundant adopters of new technologies and media, should move every decision-maker toward the promised land of social media.  Will you be joining me?

Popularity: 44% [?]

In 2010 into 2011, we’ll see more Hispanic based media seminars and conferences nationwide.  It’s a personal pleasure to be a part of these exciting times.

What’s interesting in this short round up are the new players making their entrance as a result of a changing industry.  Also of note is the inclusion of new media within the agendas of established organizations.

This list is far from complete, as there are smaller seminars going on, as well as some larger that I’ve not added – it’s a start.  If you have any suggestions please feel free to add them to the comment’s section and we can create an ongoing list.

• One exciting first, is Manny’s HispanicPR Conference that includes social media.  It’s a 3 day event in Texas, May 10-12. I think we’ll see this as an annual event for years to come.

• Another ‘first’, is the Latino2 event in LA powered by Latinos In Social Media (LATISM) on April 30-May 2. This event will solidify the LATISM footprint in marketing and social media on the West Coast.To keep abreast of what is going on in LA you can follow these Tweeps and their daily discourse:  @giorodriguez @antonio @davidvallejo @laurag

• LatinVision in NY has it’s annual Convergence conference Oct 4, that will discuss the future of Hispanic media.  This even bring in the major networks and agencies in NYC and beyond.

• In Hispanic print and digital media is Portada’s event Sept. 23.
  

Popularity: 53% [?]

Subtitle:  What side of the fence are you on?

When it comes to social media, are you on the outside looking in or on the inside looking out?

This is the question I ask myself when I encounter someone involved in social media.  It gives me insight to their level of engagement, which is important to me toward my own expectations.

Insiders

If you’re one who uses social media to interact with friends and family, then your consider an insider.  This means that you’re using social media in it’s purest form without any interest toward professional interests.

There are some professionals however, who wants to further the cause of social media and has significant value to add – both professionally and personally.  I consider these insiders as well, as they further push the boundaries of social media by defining it, identifying new trends and adding content.

Outsiders

If you’re on the outside looking in you are looking to harness the popularity of social media for a professional means and not necessarily adding to the inherent value of social media.

This group includes marketers/advertisers, companies and brands, as well as sites looking to tap into social media to benefit their own agenda.

Value

Ultimate value lie with Insiders, for without them Outsiders would have no one to target, nothing to reap. For instance, I recall talking with a prestigious industry publication that said it would be of great interest to feature what Hispanics are doing in social media from the user’s perspective.  Once I told them about the outsiders involved the article lost it’s luster.

As I’ve stated above, this categorization of what people do online acts as a measuring stick to help guide what you may talk about with them, or to what extent you want to include them in a project or task…or not.

Popularity: 37% [?]

AOL just release their Hispanic Cyberstudy, packed with the habits of Hispanics online.  The study is based on a question – Why and how are Hispanics using the internet in their daily lives?

For years, marketers have struggled with the complexities of the Hispanic market. Given the blistering growth of their population and subsequent rise in purchasing power, AOL wants to help marketers and agencies understand the changing Hispanic market, and improve their advertising performance with this segment.

Not widely known are that Hispanics online are very different from the general Hispanic population.  They are so different in fact, that personally I use the term Latino to differentiate the online counterparts.

Online vs. Offline

Online, 46% of Hispanics prefer English media and speak it at home, compared to only 23% Spanish language dominant.  Interestingly, offline this fact is reversed – 52% prefer Spanish, and 28% are English dominant.  This shows us that the  majority of Latinos online are well acculturated, young and early adapters.

Online Hispanic households are much younger than the general population.  Almost half are under 35 years old, compared with only 28% across the nation.

Hispanic-Fluential

One fifth of the Hispanic online population are exceedingly influential and are termed as Power Users.  They share maven-like characteristics and are the sweethearts if not the key-holders to the Hispanic online population.

They spend over 24 hours online per week, half of that time connected via mobile device.  They are highly innovative, thus are early adapters.

These are the influential leaders in their respective category , that shape and direct what is hot and what’s not.  They are what my friend Lori Gama talks about as Hispanic-fluentials.

Online Hispanics, prefer it in English

Marketers – even Hispanics! – have a misconception that in order to reach Hispanics online one must do it in Spanish.  However, the opposite is true.

As much as Hispanics themselves would like to see more Spanish online, truth is the audience is a yet a smaller subcategory of the already mulit-faceted Spanish population.  Brands as well need to note this.

Mi Gente

Studies like this give me pause to reflect not only on social media/marketing, but society.  If you look below the surface marketing is 100% about business – it’s about people and what is going on in our culture.

Beyond buying and selling, you can appreciate the subtle cultural dynamics.  Once a shrug of the shoulder, the Hispanics market is hitting the industry with a sledge hammer.

Salsa outsells ketchup. In some places in the US, Hispanics are the dominant population.  Yes, these types of  trends will continue, but behind the numbers is a vibrant culture filled with smiles, laughter, celebration – culture.  Let’s not forget that…

Popularity: 31% [?]

Subtitle:  Here And Now, There And Later

Not writing on my blog, is like not being at home for an extended period of time.  It’s not like I have not been busy though.  Here’s what I’ve been occupied with:

Networking:  I hope many of you are not undervaluing meeting people in ‘real-life.’  I’ve been busy adding more influential people to my address book and have been going out and shaking their hands to solidify the relationship.

Planning: Success is a continuous cycle of striving to reach goals, constantly readjusting to meet those goals, and formulating new direction.  If you’re social media plan is the same as it was a month or two ago, then you need a serious re-evaluation in order to reach new heights – nothing remains static.

Entrepreneurship: With Phase I of my social media plan done (more on that later), I’ve been concentrating on developing more business related agendas.  On the plate is a new business product which I’m partnering with my wife (she’s such a creative soul) on.  Another area is the ongoing development of the business side of  social media (forgive me for being vague, but that’s best for now).

As you can see, I’ve been busy.  A promise to you, is that I’m recommitting myself to the blog with more updates on the market in general as well as what I’m up to…hope to see you around.

Popularity: 15% [?]

Is anyone surprised?  Are you still one to think social media won’t work?  Well then, read up:

Social media and a national road tour are part of the plan to drum up interest. The campaign will stress the importance and secrecy of the count.

This shows the further use and maturity of social media.

(Not that I thought they would succeed, but this further strengthens my belief that those groups who wanted to ban the census will not win.)

Popularity: 10% [?]