2011 05-i moms-masterclassc-latinamamas
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2011 05-i moms-masterclassc-latinamamas 2011 05-i moms-masterclassc-latinamamas Presentation Transcript

  • American Latina Mamá
    An exploration of today’s Latina mom in the digital barrio
  • Primary Sources
    Experian Simmons
    comScore
    quantcast
    Pew Hispanic Center
    Iconoculture
    Hispanicize 2011 Conference
    Proprietary research: Casanova Pendrill
    Proprietary research: Nestlé and General Mills
  • Are they or aren’t they online?
  • A noisy and perplexing discourse
    A recent study from Pew Internet and American Life Project found that 18% of online Hispanics use Twitter. In contrast, only 5% of online whites use Twitter. This seems quite counterintuitive. Another counterintuitive fact, women use Twitter more than men.
    Latinos are less likely than whites to access the internet, have a home broadband connection or own a cell phone, according to survey findings from the Pew Hispanic Center, a project of the Pew Research Center. Latinos lag behind blacks in home broadband access but have similar rates of internet and cell phone use.
    Hispanicmarketinfo.com
    Pew Hispanic Center
    “…some organizations commission studies where its in their best interest for results to say that Latinos are online. But even when it comes to nonpartisan "fact tank," the Pew Research Center, there have been confusing reports.
    - Giovanni Rodriguez, the Chief Marketing Officer of
    Broadvisionand board member of Latinos in Social Media (Latism)
    “There are 46 million US Hispanics, 30 million of which are online”
    - Mark Lopez, Head of Google’s U.S. Hispanic Audience
    WiredLatinos
    Fox News Latino
  • Yes they are.
    More are coming.
    This is not going to be a media reach discussion.
  • Three Takeaways
    Mindset not language
    Think engagement not mass efficiency
    The Latino 1:1 approach
  • The Age of Critical Mass
    Percent of Market* Population
    CA 44%
    NY 21%
    Houston 32%
    Miami 45%
    Chicago 19%
    Dallas/FW 26%
    San Francisco 22%
    Total U.S. Hispanic Female Population
    (in millions)
    The average Hispanic lives in a neighborhood that’s almost half Hispanic
    * Synovateusing 2010 Census projections not actuals
  • The persistent subject of language segmentation
    Timeline Metaphor
    American
    Spanish Dominant
    English Dominant
    Bilingual
    Unacculturated Poor
    Bicultural
    Working Class
    Acculturated
    Average
  • Language in the digital world
    Today the lack of Spanish-language content is frustrating to many moms
    The dominant language in the digital space will likely/probably/maybe be English or some derivative such as Spanglish
    U.S. born growth
    Spanish transitions from a language of necessity to the social language
    Digital landscape transitioning from text to video
  • Minority is a relative term
    50.5
    Hisp
    Pop
    35.3
    22.4
    14.6
    % of
    Total
    Pop
    6.4
    9.0
    12.5
    16.3
    70s
    80s
    90s
    00s
    10s
    “Spanish”
    zoot-suits
    Ñ
    Enterprises
    Más
    Generation
    Active rejection of Hispanic culture
    Hispanic awakening
    Retro
    Acculturation
    Latin
    Identity
  • When you don’t consider yourself a minority, you don’t act like one
    The American Latino
    Immigrant Mentality
    Ethnicity Mentality
    • American Spanish
    • Emphasis on domestic U.S. import pop culture, rather that solely importing from Latin American pop
    • Pan-Hispanic
    • Emphasis on retention and heightened awareness of objective cultural cues
    Mindset Understanding
    Timeline Metaphor
    Self-aware Identity
    Identity in Transition
  • Spanish Dominant
    English Dominant
    Bilingual
    Unacculturated Poor
    Bicultural
    Working Class
    Acculturated
    Average
    connectivity,
    access,
    learning,
    personalization,
    empowerment
    connectivity,
    empowerment,
    growth,
    access,
    belonging
    While acute peculiarities are discernable by level of acculturation –
    A strong Latina motherhood mindset has emerged.
    A mindset that has emerged as a cultural perspective.
  • The Dora & Diego Mom Generation
  • The barrio figuratively and literally provided an extended support structure
  • Latin America
    United States
    Through the process of immigration the Latino family unit transforms from a Patriarch to Matriarch structure.
  • I’m glad my mom/mother-in-law is not breathing down my neck.
    I sure wish my mom/mother-in-law was here to tell me what to do.
  • Grandma
    Mom
    Mom
    Foreign Born
    Foreign Born
    U.S. Born
    Doing it “how it’s suppose to be” retains my Latina identity.
    My role as mother predominantly shapes my Latina identity.
  • “The memories consumers create are narrative fragments intended to account for one’s feelings and bodily sensations.”
    ”They are a new “photo” creating a new picture to explain a current experience under the disguise of simply retrieving a preexisting photo.”
    Jeffrey Prager, professor of sociology at UCLA and a faculty member at the Southern California Psychoanalytic Institute
  • AMERICAN
    MAMÁ
    HYPER-TRADITIONALISM
    THE PROMISE OF EMPOWERMENT
  • AMERICAN
    MAMÁ
    No one before her has gone through this experience.
    Not her personally.
    Not her in a majority-minority identity.
    The barrio support structure has broken down for her.
  • The Digital Barrio
  • Searching For Answers
  • There is no
    So, they search
    #1 Yahoo! Sites
    #4 Google Sites
    #7 Wikimedia Foundation Sites
    #8 Answers.com Sites
    #11 iVillage.com: The Women’s Network
  • She starts…
    …and she stumbles upon
  • The Rising Age of the
    Latina MamiBloguera
  • The typical MamiBloguera start
    “I never intended to be a blogger.
    It just started with me wanting to share some pictures and stories with my family”
  • We are at the inception of the bloguera era
    The voice of “someone just like me”
    Absence of the “how do you not know” judgment
    Rather than fulfill a predestined role, she is empowered to draft a new one
  • We are at the inception of the bloguera era
    The voice of “someone just like me”
    Absence of the “how do you not know” judgment
    Rather than fulfill a predestined role,
    she is empowered to draft a new one
  • Hispanic Moms 18-49
    comScore
    WordPress #20
    quantcast
    #21 blogger
    #32 tumbler
    #34 hubpages
    #62 wikia
    #66 squidoo
    #80 ezinearticles
    #81 tripod
  • #1 Cardinal Rule for approaching a MamiBloguera:
    Never send an email that starts with “Dear Mommy Blogger”
  • The Human Network on
    Facebook
  • Facebook: her digital barrio
  • “I’ll comment on Facebook”
  • Case Study:
    General Mills Que Rica Vida
  • Case Study:
    Sprint Android Mobile APP
  • The home screen welcomes new visitors with a brief explanation and easy opportunity to sign up
    Signing up is simple by entering the child’s name and birth (or due) date and an optional photo
    Their New Home page shows their child and an option to add five more children to track
    Relevant child development content is delivered right to your new phone for your child’s exact age
  • Case Study:
    TodoBebé
  • Three Takeaways
    Mindset not language
    Think engagement not mass efficiency
    The Latino 1:1 approach