Latino Rebranded: Social Media and Latinos

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: 60% [?]

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: 66% [?]

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: 43% [?]

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: 35% [?]

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% [?]

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% [?]

“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: 9% [?]

Subtitle: Latino Leader Interviews

I’m extremely honored to be listed as a “Rising Star” among other great Latino innovators.

For the first time in its 10-year history, Latino Leaders Magazine has published a digital version of its magazine. Although new, the digital version provides all of the same content, interviews and images readers have come to expect from Latino Leaders. Beginning with our December edition, Latino Leaders will be available in both print and digital.

Sign up, and check it out.

Popularity: 11% [?]

As impressive as the numbers are of the increasing involvement of Latinos on the web are (22% of the internet population), I think the one common denominator is population growth (45.5 million people).  All of the below, are summaries of what I’ve discussed via my social media portals throughout the year.

Spanish Language Content

With more Latinos now on the web, it only makes sense that we’ll start seeing more Spanish content. This may be misleading because those who access the web are generally more acculturated (78%), but there are those who are entering exclusively via mobile devices and it is this population that we’ll see more targeted material directed toward.

Latino Organizations Including Social Media

There will be more Latino organizations including ’social media’ within their agendas and conferences.  This year there was a conference from LatinVision:  Convergence 2009 Digital & Social Media Conference,  and then there is the upcoming  The 2010 Hispanic Public Relations & Social Marketing Conference. I know of another conference in Florida, and yet another in California that follow the same suit (not to mention the bold and ballsy LATISM group).

Multicultural Marketing

It’s always been a numbers games, because numbers equal influence.  With over 45.5 million Latinos in the US, with a buying power to reach $1 trillion by 2011, combined with an impressive adoption of technology, Latinos are poised to be the sweethearts of big business and professionals alike, if not already.  There will be huge increases toward targeting the Latino population and their money through 2010.

More Latinos in Social Media

With the recent release of Facebook demographics showing the trend of increasing diversity, it only makes sense that it won’t slow down.  Latinos are social, and are adapting social media by storm.  This also means more Latinos on micro-networks, and more blogs.

Popularity: 16% [?]

Another huge project I am working on:

Latinos in Social Media and Being Latino presents:

Our 1ST ANNUAL THREE-KINGS DAY ONLINE TOY DRIVE & FUNDRAISER to benefit The Children’s Aid Society’s Latino Outreach Initiative
[http://www.childrensaidsociety.org] and the United Nations Children’s
Fund [UNICEF] [UNICEF: http://www.unicef.org/]

January 6th, the traditional day for gift-giving in Latin American tradition, to bring joy to disadvantaged Latino children in the US and Latin America.

The Toy Drive & Fundraiser will have two levels:

1st Level: Thanks to generous donations from our sponsors Time To Play,
Ingenio and Discovery Toys we will be donating new unwrapped bilingual Educational toys to the Latino Outreach Center of the Children’s Aid Society, located in Washington Heights, New York City. The toys will be distributed to poor Latino children in the area.

2nd Level: We will be collecting donations from our growing online
networks. This monetary donation will benefit UNICEF, the United Nations Children’s Fund, and be distributed through UNICEF to centers aiding disadvantaged children in Latin America.

LAUNCH DETAILS:
• WHAT: Live Twitter Party
• WHEN: December 30th 2009, 8pm – 10pm EST
• WHERE: Twitter (use hashtag #latismtoydrive or enter latismtoydrive in
TweetChat.com – you must have a Twitter account).

HOW YOU CAN HELP:
• Donate ONLINE through our Chipin/PayPal account (http://bit.ly/7B8yL0).
Donations accepted until January 3rd, 2010. Donations accepted until January 3rd, 2010.

• Make a toy donation by sending new, unwrapped toys to: The Children’s
Aid Society -105 East 22nd St. Please use codename: LATISMTOYDRIVE. Toy donations will be accepted until January 4th, 2010.

• Follow and Retweet our Toy Drive message using #latismtoydrive on Twitter

• Write about it on your blog

• Post up toydrive widgets on your blog (http://bit.ly/5urQXF) and social networks.

All Toy Drive, Donations totals and ceremony pictures will be posted on
our Latism.org and Being Latinos website on January 6, 2010.

We thanks our sponsors Time To Play, Ingenio and Discovery Toys for
their generous toy donations, and our social media community for their
support!!

Popularity: 10% [?]