Engaging Latinos and Building Trust in Today's New Media Landscape

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

Welcome!

Who am I?

José Huitron(Owner and Creative Director @ HUB 81)

Why are we here?

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.

Promote what?

Your Story!

Individuals
Brands
Student Organizations
Communities
Others
…all have a story to share!

What is your story?

A wonderful story of:
Opportunity
Progress
Change
Action
Engagement
Potential
Success

One of today’s biggest stories…

Latinos!

Fastest growing demographic in the U.S.

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

Latinos: A huge online audience…

30M Hispanics are online (2010)
59.5% of Hispanic population
13% of total online users
Source:
iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.

That’s more than 50%

9% growth 2009‐2010
3x that of non‐Hispanic White Alone!
Source:

“39M Hispanics will be online in 2014”
Source:

Are all online Hispanics the same?

Online(and offline) Hispanics differ by:
Age
Language
Geographic location
Level of acculturation
Country of origin
Education level
Income

“Compared to non‐Hispanics, Hispanic adult Internet users…
…are younger:
On average, 8 years younger
Twice as likely to be 18‐24
50% more likely to be 25‐35.”
Source:

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

Let’s talk social media…

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

Social media is not some fad…

It’s a new form of communication!

Let’s get technical…

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

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

Social media is:
People
having
conversations

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

Latinos are born social networkers…

Latinos embrace social media!

How are Latinos participating in “web2.0”

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

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

"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.

“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.

“…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.

Social media = key…

A key to creating awareness + true engagement

And the exciting truth is that…

Latinos are very active in socialmedia…

Latinos + social medialeads to dynamic synergy!

Meet the game changers…

Latinos in Social Media!(LATISM.org)

Latinos in Social Media (LATISM)
Thought leaders
Opinion makers
Grassroots advocates
Policymakers
Comm. + Marketing experts
Corporate executives
Successful entrepreneurs.
Source: http://www.latism.org

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

A global impact…

Interesting…but what tools are they using?

Let’s talk about the big 3.

“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

“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

“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

Let’s talk about # # #

Hashtags!

Hashtags are dynamic!

#LatISM

The Latino Blogosphere

Many voices + purpose.

Democratization of content

Active conversation…

How do we participate in the conversation?

Be active!

Tweet!

Create a Facebook fan page!

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

Trust is key!

How do we build trust?

A social media presence takes time.
Be patient
Be authentic
Speak with not at people
Listen first
Reciprocity is key
Offer something of value
C x R x I / S = Trust

P.D.C.A.(Plan, Do, Check, Act)

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

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

Thank you for your time!

Questions or comments?José Huitronhello@hub81.com

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Engaging Latinos and Building Trust in Today's New Media Landscape

by HUB 81 on Dec 10, 2010

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Engaging Latinos and Building Trust in Today’s New Media Landscape — Presentation Transcript