A presentation on how to build trust and engage Latinos online offering key insights and best practices.

1. Engaging Latinos and Building Trust in Today’s Social Media Landscape

2. Welcome!

3. Who am I?

4. José Huitron(Owner and Creative Director @ HUB 81)

5. Why are we here?

6. To promote and recruit students into higher education, retain our cultural identity, preserve and study our history, maintain ties with the Xicano community, and become politically active.* *MEXA mission statement.

7. Promote what?

8. Your Story!

10. Brands

11. Student Organizations

12. Communities

13. Others…all have a story to share!

14. What is your story?

16. Progress

17. Change

18. Action

19. Engagement

20. Potential

22. You!

23. Us!

24. Latinos!

25. Fastest growing demographic in the U.S.

26. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf

27. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf

28. Latinos: A huge online audience…

30. 13% of total online usersSource: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.

31. That’s more than 50%

32. 9% growth 2009‐2010 3x that of non‐Hispanic White Alone! Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.

33. “39M Hispanics will be online in 2014” Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.

34. Are all online Hispanics the same?

35. No!

37. Language

38. Geographic location

39. Level of acculturation

40. Country of origin

41. Education level

43. Twice as likely to be 18‐24

44. 50% more likely to be 25‐35.”Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.

45. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.

46. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.

47. Let’s talk social media…

48. WITW is social media?WITW: What in the World?

49. Social media is not some fad…

50. It’s a new form of communication!

51. Let’s get technical…

52. “Media for social interaction, using highly accessible and scalable publishing techniques.” Source: http://www.wikipedia.org

53. “Social media uses web-based technologies to turn communication into interactive dialogues.” Source: http://www.wikipedia.org

54. Huh?

55. Social media is: People having conversations

56. Some of the most important tools that facilitate today’s conversations include…

58. Latinos are born social networkers…

59. Latinos embrace social media!

60. How are Latinos participating in “web2.0”

61. Source: Korzenny, F. & Vann, L. (2009). Social Media Marketing Is A Multicultural World. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100595

62. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf

63. "Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement." Source: Jacobson, A. (2010). The 2010 U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide.

64. “New media is creating a new generation of influencers and it is resetting the hierarchy of authority…" Source: Foreword by Ashton Kutcher Solis, B. (2010). Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Hoboken, N.J.: John Wiley & Sons, Inc.

65. “…most of the existing formulas, methodologies, & systems miss or completely ignore the role of new influencers to inspire action, cause change, spark trends, and recruit advocates." Source: Foreword by Ashton Kutcher Solis, B. (2010). Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Hoboken, N.J.: John Wiley & Sons, Inc.

66. Social media = key…

67. A key to creating awareness + true engagement

68. And the exciting truth is that…

69. Latinos are very active in socialmedia…

70. Latinos + social medialeads to dynamic synergy!

71. Meet the game changers…

72. Latinos in Social Media!(LATISM.org)

75. Opinion makers

76. Grassroots advocates

77. Policymakers

78. Comm. + Marketing experts

79. Corporate executives

80. Successful entrepreneurs.Source: http://www.latism.org

81. “LATISM is the most powerful and influential network of Latinos/as involved in social media.” Source: http://www.latism.org

82. A global impact…

85. Interesting…but what tools are they using?

86. Let’s talk about the big 3.

89. “Facebook was the fourth most visited site by Hispanics in January 2010, representing 45% of the online Hispanic population.” Source: 45% of Hispanics Using the Web Are on Facebook http://community.pathoftheblueeye.com/wiki/45-hispanics-using-web-are-facebook

90. “Facebook reaches 133 million U.S. users of which 6% are Hispanic; this translates to a total of 8 million Hispanic Facebook users.” Source: Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427

92. “Twitter reaches 106 million U.S. users of which 11% are Hispanic; this translates to 4.9 million Hispanic Twitter users.” Source: Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427

93. Let’s talk about # # #

94. Hashtags!

95. Hashtags are dynamic!

96. #LatISM

97. The Latino Blogosphere

98. Many voices + purpose.

99. Democratization of content

100. Active conversation…

101. How do we participate in the conversation?

102. Be active!

103. Blog!

104. Tweet!

105. Create a Facebook fan page!

106. You have fans…you just don’t know it yet.

107. Trust is key!

108. How do we build trust?

110. Be authentic

111. Speak with not at people

112. Listen first

113. Reciprocity is key

114. Offer something of value

116. Be a mensch!(A person of purpose + fortitude)

117. Learn more about #LATISM and the Latino blogosphere at Latino2, a celebration of “all things Latino in the digital age”. http://latino2.com

118. Thank you for your time!

119. Questions or comments?José Huitronhello@hub81.com