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

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

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  • http://latism.org/latism4haiti-thank-you-from-aarp-foundation/
  • Engaging Latinos and Building Trust in Today's New Media Landscape

    1. 1. Engaging Latinos and Building Trust in Today’s Social Media Landscape<br />
    2. 2. Welcome!<br />
    3. 3. Who am I?<br />
    4. 4. José Huitron(Owner and Creative Director @ HUB 81)<br />
    5. 5. Why are we here?<br />
    6. 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.*<br />*MEXA mission statement. <br />
    7. 7. Promote what?<br />
    8. 8. Your Story!<br />
    9. 9. <ul><li>Individuals
    10. 10. Brands
    11. 11. Student Organizations
    12. 12. Communities
    13. 13. Others</li></ul>…all have a story to share!<br />
    14. 14. What is your story?<br />
    15. 15. A wonderful story of:<br /><ul><li>Opportunity
    16. 16. Progress
    17. 17. Change
    18. 18. Action
    19. 19. Engagement
    20. 20. Potential
    21. 21. Success</li></li></ul><li>One of today’s biggest stories…<br />
    22. 22. You!<br />
    23. 23. Us!<br />
    24. 24. Latinos!<br />
    25. 25. Fastest growing demographic in the U.S.<br />
    26. 26. Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf<br />
    27. 27. Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf<br />
    28. 28. Latinos: A huge online audience…<br />
    29. 29. 30M Hispanics are online (2010)<br /><ul><li>59.5% of Hispanic population
    30. 30. 13% of total online users</li></ul>Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.<br />
    31. 31. That’s more than 50%<br />
    32. 32. 9% growth 2009‐2010<br />3x that of non‐Hispanic White Alone!<br />Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.<br />
    33. 33. “39M Hispanics will be online in 2014”<br />Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.<br />
    34. 34. Are all online Hispanics the same?<br />
    35. 35. No!<br />
    36. 36. Online(and offline) Hispanics differ by:<br /><ul><li>Age
    37. 37. Language
    38. 38. Geographic location
    39. 39. Level of acculturation
    40. 40. Country of origin
    41. 41. Education level
    42. 42. Income</li></li></ul><li>“Compared to non‐Hispanics, Hispanic adult Internet users…<br />…are younger: <br /><ul><li>On average, 8 years younger
    43. 43. Twice as likely to be 18‐24
    44. 44. 50% more likely to be 25‐35.”</li></ul>Source: <br />iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.<br />
    45. 45. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.<br />
    46. 46. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.<br />
    47. 47. Let’s talk social media…<br />
    48. 48. WITW is social media?WITW: What in the World?<br />
    49. 49. Social media is not some fad…<br />
    50. 50. It’s a new form of communication!<br />
    51. 51. Let’s get technical…<br />
    52. 52. “Media for social interaction, using highly accessible and scalable publishing techniques.”<br />Source: <br />http://www.wikipedia.org<br />
    53. 53. “Social media uses web-based technologies to turn communication into interactive dialogues.”<br />Source: <br />http://www.wikipedia.org<br />
    54. 54. Huh?<br />
    55. 55. Social media is:<br />People<br />having <br />conversations<br />
    56. 56. Some of the most important tools that facilitate today’s conversations include…<br />
    57. 57.
    58. 58. Latinos are born social networkers…<br />
    59. 59. Latinos embrace social media!<br />
    60. 60. How are Latinos participating in “web2.0”<br />
    61. 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<br />
    62. 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<br />
    63. 63. "Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement." <br />Source: <br />Jacobson, A. (2010). The 2010 U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide.<br />
    64. 64. “New media is creating a new generation of influencers and it is resetting the hierarchy of authority…" <br />Source: <br />Foreword by Ashton Kutcher<br />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.<br />
    65. 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." <br />Source: <br />Foreword by Ashton Kutcher<br />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.<br />
    66. 66. Social media = key…<br />
    67. 67. A key to creating awareness + true engagement<br />
    68. 68. And the exciting truth is that…<br />
    69. 69. Latinos are very active in socialmedia…<br />
    70. 70. Latinos + social medialeads to dynamic synergy!<br />
    71. 71. Meet the game changers…<br />
    72. 72. Latinos in Social Media!(LATISM.org)<br />
    73. 73.
    74. 74. Latinos in Social Media (LATISM)<br /><ul><li>Thought leaders
    75. 75. Opinion makers
    76. 76. Grassroots advocates
    77. 77. Policymakers
    78. 78. Comm. + Marketing experts
    79. 79. Corporate executives
    80. 80. Successful entrepreneurs.</li></ul>Source: http://www.latism.org<br />
    81. 81. “LATISM is the most powerful and influential network of Latinos/as involved in social media.”<br />Source: http://www.latism.org<br />
    82. 82. A global impact…<br />
    83. 83.
    84. 84.
    85. 85. Interesting…but what tools are they using?<br />
    86. 86. Let’s talk about the big 3.<br />
    87. 87.
    88. 88.
    89. 89. “Facebook was the fourth most visited site by Hispanics in January 2010, representing 45% of the online Hispanic population.”<br />Source: <br />45% of Hispanics Using the Web Are on Facebook<br />http://community.pathoftheblueeye.com/wiki/45-hispanics-using-web-are-facebook<br />
    90. 90. “Facebook reaches 133 million U.S. users of which 6% are Hispanic; this translates to a total of 8 million Hispanic Facebook users.”<br />Source: <br />Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427<br />
    91. 91.
    92. 92. “Twitter reaches 106 million U.S. users of which 11% are Hispanic; this translates to 4.9 million Hispanic Twitter users.”<br />Source: <br />Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427<br />
    93. 93. Let’s talk about # # #<br />
    94. 94. Hashtags!<br />
    95. 95. Hashtags are dynamic!<br />
    96. 96. #LatISM<br />
    97. 97. The Latino Blogosphere<br />
    98. 98. Many voices + purpose.<br />
    99. 99. Democratization of content<br />
    100. 100. Active conversation…<br />
    101. 101. How do we participate in the conversation?<br />
    102. 102. Be active!<br />
    103. 103. Blog!<br />
    104. 104. Tweet!<br />
    105. 105. Create a Facebook fan page!<br />
    106. 106. You have fans…you just don’t know it yet.<br />
    107. 107. Trust is key!<br />
    108. 108. How do we build trust?<br />
    109. 109. A social media presence takes time.<br /><ul><li>Be patient
    110. 110. Be authentic
    111. 111. Speak with not at people
    112. 112. Listen first
    113. 113. Reciprocity is key
    114. 114. Offer something of value
    115. 115. C x R x I / S = Trust</li></li></ul><li>P.D.C.A.(Plan, Do, Check, Act)<br />
    116. 116. Be a mensch!(A person of purpose + fortitude)<br />
    117. 117. Learn more about #LATISM and the Latino blogosphere at Latino2, a celebration of “all things Latino in the digital age”.<br />http://latino2.com<br />
    118. 118. Thank you for your time!<br />
    119. 119. Questions or comments?José Huitronhello@hub81.com<br />

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