Latino Rebranded: Latinos and Social Media

I’m not sure if I’ve ever posted the reason I made the transition from a Latino politics blogger to an active social media advocate within the Latino social media.  So here we go…

My original blog – LatinoPundit – served a purpose to fill a void of the lack of Latino bloggers.  I wanted to bring Latinos into mainstream discussions about politics and society, and also raise awareness of Latino subject matter.  That was done for over a period of 5 years.  Nowadays, you can find Latino blogs on a plethora of topics.  With that purpose now filled, there was no reason to continue with the Latino Pundit blog.

With the knowledge that the Latino population is growing, I knew that Latinos would be more closely examined.  And who else, but big businesses would have an interest?  So with social media growing as well as the Latino population, it only made perfect sense that marketers would begin to enter this area.

I’ve had 5 years of experience online interacting and community building before social media became trendy…and from this advantage , I knew that I’d be ahead of any marketer without this type of experience.  Thus I entered the Hispanic marketing world and rebranded my self as such.

One significant contribution to the Latino community was the national community feature for Latinos In Social Media (now called LATISM), building off the idea AnaRC had from her tweet “Where are all the Latinos on Twitter,” and the directory of Latino professionals.  Call it being at the right place at the right time, because if I didn’t see Ana’s tweet, LATISM probably would of not happened.  Thanks to all those involved with LATISM, the very first Latino based social media seminars took place in NY, then FL and DC followed…a fourth and what looks to be the largest yet is taking place this September. (If you can, catch LATISM in action via tonight’s Twitter party.)

My continued purpose in social media is to contribute to Latinos and social media as a whole from this blog to continuing projects that serve the greater community.

Popularity: 50% [?]

I saw this tweet, and felt somewhat…well, categorized.  If you know anything about me, I don’t fit into boxes very easily.

I’ve come to disregard the concept of a niche market as over rated.  Anything can be a niche.   The problem with the niche marketer is that they look at the landscape with a lens that categorizes and differentiates, and seeks to stay there. Are we really so different…really?  I prefer the term ‘target’ in place of ‘niche.’

I shrugged my shoulders and moved on… then went back and gave an answer:  Yes, Italians.

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Subtitle:  Niche, niche, niche…everything!

The world wide web is all about being connected, no matter how granular you define your audience you’ll always still hit a larger whole.

You may ask, then what is the use?  Niche markets are a slice of a greater whole, but in fact you’ll see that your ’slice’ is still a part of a great whole.

My friend Joe, has a great example of this concept in action.  Here’s an excerpt from Joe’s upcoming book:

In June of 2009, the Cervantes Institute of Chicago launched a short story contest on their blog with the goal of engaging local writers and Spanish students in the Chicago area. What happened provides a perfect example of how our expectations of launching a Spanish-language promotion or website do not conform to the reality of the World Wide Web. Salvador Vergara, the librarian at the Cervantes Institute Chicago, told me how they never expected any entrants from outside of the U.S. just like so many domestic brand managers who launch Hispanic promotions online. Instead, they were shocked to find that over 70% of their entrants were not only from outside of the Chicago area but outside of the U.S. from countries such as Argentina, Brazil, Holland, Venezuela, the Ukraine and Spain.

Funny stuff.  They sought US Spanish speakers, and instead attracted an overwhelming global response.  A niche within a niche, reaching a greater whole.

You can make this work exponentially for you by identifying related areas to what you do, and make those lateral connections.

How about you?  Do you have any examples of reaching a certain target, only to get unexpected results?

Popularity: 62% [?]

As it turns out, they are everywhere that everyone else is and more.

Hispanics are going to websites that the rest of the world are using which are Yahoo, Google and Microsoft but at the same time there are niche websites that allow Hispanics to socialize within their own communities as well as to search for information such as news, sports and entertainment within Latin America.

Social media, in the same stride is a great place to find ‘real-time’ Hispanics.

Go over and read my friend Frankie’s blog – a contributing voice to the online Hispanic dialogue (the post is a few months old, but still relevant because people ask me this all the time).

Update: Related – Breakdown of Hispanics online.

Popularity: 58% [?]

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: 55% [?]

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?

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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: 30% [?]

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: 76% [?]

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: 25% [?]

“Part of LATISM’s long-term vision is to give back. The fact that our first Toy Drive and Fundraiser is aimed to benefit both children in Latin America and at home is yet another innovative example of how LATISM is using new media to benefit our community at large,” said Louis Pagan, Co-founder of LATISM.

For the second part of LATISM’s 3 Kings Day event, the networked reached 109% of a $1,000 goal.  LATISM pulled together through it’s organic network and talent along w/  BeingLatino to raise funds for UNICEF to distribute funds to Latin American children. The majority of the event happened online via a ‘TwitterParty’ in the span of 2 hours. v

The event still continues until the 4th, so if you want to still contribute you can do so by following the link.

To follow the event as it transpired, search the hashtag #latismtoydrive on twitter.

A huge thank you to @ergeekgoddess, @lancerios and all those who made it happen.

UPDATE 01/06/10 20:54 : The drive ended @ $1,362.  That’s a great stride given the small window of time we were working with.

Popularity: 28% [?]