13 posts tagged Latinos
13 posts tagged Latinos
By Lili Gil, Co-Founder XL Alliance and Business & Politics Media Contributor
Short, yet powerful enough to amplify the voice of millions and spark world-movements in 140 characters; welcome to a new Twitter nation! Where relationships, conversations and like-minded people come together for a unique reporting-networking-happy-hour-debate-table-style-real-time-virtual-exchange.
However while most millennials (18-29) are in ‘tune’ with this new way of communicating, the greater majority of adults are still wondering what exactly this means for them.
According to TechCrunch, Twitter is surpassing 500 million users worldwide of which approximately 140 million are in the U.S. The platform has sparked revolutions, reported breaking news before hitting air-waves and has even become a service tool for influential figures like Mayor of Newark, New Jersey @CoryBooker to gather on-the-ground issues from the community.
However, taking a deeper look into the user profiles one thing is evident; just as the elections were shaped by a changing and more diverse face of America; the Twitter conversations are also reflecting a new majority minority reality. For example, Hispanic adoption and use of Twitter is significantly higher resulting in 18% of all Latinos online using Twitter vs. 13% of blacks and only 5% of whites. The population growth rates of Hispanics at 40%+ vs. 4% for the rest of the population compounded by their levels of engagement and adoption gives this segment a unique and emerging critical mass in the digital space.
But how do you find them? Simple, the power of the hash-tag! Many see it popping on the corner of a TV screen, on a brochure; billboard and are too embarrassed to ask exactly what this #SOMETHING means. Basically, the #TAG is like a ‘key word’ that serves as the glue to connect, intercept and bind the conversation of like minded people who are all microblogging about a given subject on Twitter.
To make it easier for those looking for Twitter engagement 101, here are three simple, yet practical, tips for you to get started in this journey:
1. #Discover: The first and most basic task is to click on the #Discover search feature of Twitter. This way you can identify hash-tags that are already active and binding conversations relevant to Latinos or your key subject matter. For example, hash-tags like #LATINO, #LATINOS, #HISPANIC, #BELATINO are some you can intuitively search for to see the types of conversation and people engaging. This not only gives you a peek into the audience’s mindset but also will quickly highlight twitter leaders and influencers. These conversation sparkers are the long-tail that can add up to millions! However for everything ‘Latino’ the most impressive and active hash-tag is #LATISM (Latinos in Social Media) generating millions of impressions and conversations daily. For example, during the last presidential debate #LATISM generated over 30 million impressions!
2. Engage during culturally relevant events in politics, business and pop-culture: There is nothing more powerful than engaging with Latinos when there is already a hot passion point in motion. This requires being culturally in-tune with the news, people and events that are likely to increase the conversation. Many big companies have taken advantage of this phenomenon, and when done genuinely it is very well received! For example, Univision and #LATISM partnered for Premios lo Nuestro earlier this year generating 10 million impressions via Twitter! Post’s Honey Bunches of Oats is also notorious for facilitating Latino conversations during major events like People’s Choice Awards, Latin Billboards and Latin GRAMMY events; where a parade of influencers like @BeChigMag, @webcitygirls, @OscarPetit, @TargetLatino, @LatinoRecap and LATISM founder @AnaRC, among others, all come together under one hash-tag #POSITIVEMIX to share positive news and messages from Latino celebrities exclusively from the most high profile events and red-carpets. This week for example they will be reporting positive messages from Latin GRAMMY nominees who will send special words to Sandy victims and share their best tips to stay positive.
And in politics, tags like #DREAMAct, #LATINOSFOR OBAMA and #VOTOLATINO #IMMIGRATIONREFORM, among others elevate the sentiment and sense of urgency of what has now been identified as the most influential and fastest growing voter community in the U.S.
3. Talk like a friend not a car-sales-man! Great, once you’ve found the conversations and the people, it is time to engage. However, many make the mistake of becoming spammy and annoying very quickly if all they care about is pitching their own pitch. One thing is to ‘sell’ and another one is to converse…and twitteros are savvy enough to tell the difference in just one tweet! Basically, inter-personal human principles translate to Twitter even at its limited 140 characters. So listen twice as much, take the time to compliment, re-tweet and respond. Think, how would I start a conversation at a happy hour or networking event with a person I haven’t met before? That same tone of voice applies in Twitter-world.
4. Track and measure: Luckily the web offers many social media measurement tools that can help you track and monitor conversations. Some of my personal favorites are Tweetreach, Tweetdeck, SproutSocial and Klout. These tools make it simple to track hash-tag performance, identify influencers and get inside the minds and hearts of your audience.
So next time you think Twitter is just for celebrities reporting what they had for dinner, think again! Major world-movements have sparked by Twitter conversations, petitions for public policy changes have been amplified with a hash-tag, and Latinos have claimed a stronger and bigger voice with the power of 140 characters well used.
Happy tweeting! @liligil
Follow the tweetcasters bringing positive news, messages, exclusive celebrity photos and video from this week’s Latin GRAMMY events!
#POSITIVEMIX #LATINGRAMMY #LATISM
WHEN IS IT HAPPENING?
While we are already tweeting and sharing content as of 11/14, the official green carpet is on:
Thursday, November 15th | Starting at 4PM ET/ 1PMPST
Back in October Post’s Honey Bunches of Oats® announced the launch of its Positive Mix campaign featuring multi-platinum artist and 2012 Latin GRAMMY® nominee Prince Royce on the cover of millions of cereal boxes.
Fans love it, TV viewers are watching it, shoppers are surprised in their supermarket aisles and buying it and bloggers are all chatting about it!
#POSITIVEMIX and the chance to meet and greet Prince Royce during a VIP New Year’s experience in New York City is the talk of the town for sure!
Prince Royce is also making waves in social media with a lot of buzz especially this week as we gear up to the biggest week in Latin music, Latin GRAMMY week. Nominated to Best Tropical Album, Prince Royce will be sending special messages from Las Vegas joining in with many others tweetcasting live with the hash-tag #POSITIVEMIX.
To get the word out, we even have an exclusive ‘Behind the Scenes’ video of the making of ‘Positive Mix’ with the king of Bachata to get everyone excited! Feel free to view, share, post and enjoy!
Keep it positive with us and stay tuned for LIVE coverage from the Latin GRAMMY Awards this Thursday starting at 4PMET. Follow @HBOatsLatino and our gang of Latino influencers @BeChigMag @webcitygirls @OscarPetit @AnaRC, @CesarcamchoTV, @TargetLatino, @LatinREcap and @Liligil for exclusive photos, interviews and positive content from the show’s events all under the hash-tag #POSITIVEMIX.
On the eve of the New York City Puerto Rican Day Parade and 20 miles east from the island of Manhattan, Puerto Ricans have a new reason to celebrate: Boricua jockey John Velazquez takes the victory at Belmont Stakes with horse Union Rags.
Originally from Carolina, Puerto Rico; where he first learned how to ride horses; Velazquez came to the U.S. after winning his first race in 1990 aboard Rodas at El Nuevo Comandante racetrack in Canavanas, Puerto Rico. Since then, the talented jockey with 4,823 firsts in his career has won prominent races like the 2011 Kentucky Derby, the Belmont Stakes in 2007 and this year, after replacing jockey Julien Leparoux, Velazquez wins the Belmont Stakes for the second time. His impressive track record as a top ranking jockey by the National Earnings List for Jockeys made a historical turn after his induction in the National Museum of Racing and Hall of Fame in 2011. Certainly, Velazquez is an example of discipline and an amazing talent for Boricuas and Latinos to be proud of! With an athlete of such prominence it?s staggering to see how Latino fans, Hispanic media outlets and international news organizations seem unaware of his accolades in the sport.
While Latinos are known as key contributors in sports like baseball, soccer and even have the NFL dancing salsa, horse racing falls behind tapping into a fan base prime for growth and celebration of the sport.
In fact, Velazquez is only one of over a dozen Latino jockeys that top the list of top ranking, top earning and best performers in horse racing in the country; according to Equibase. The list of All Time Thoroughbred Leaders- Top 20 Jockeys by Earnings is 50% Hispanic! Putting it in perspective, 28.3 percent of Major League Baseball players are Latinos; an impressive statistic likely to be surpassed by horse-racing; yet no one in counting. Most Latino Jockeys share a similar immigrant story of hard-work, dedication and excellence that would make them heroes and role models in the community. Names like Peruvian Edgar Prado, Panamanian Alex Solis, Chilean Jose Santos and Venezuelan Ramon Dominguez, are some of the jockeys leading the charts and earning hundreds of millions of dollars in horse-racing; yet most are unknown names to the 50 million Latinos that reside in the U.S. For example, Dominguez topped the annual North American leading jockeys? list in 2010 with earnings of $16,911,880, certainly news worth reporting.
So, as New York celebrates the 55th year of the National Puerto Rican Day Parade on the Belmont Stakes weekend; one more time the facts and figures confirm that the contributions, growth and prominence of Hispanics in the U.S. is something we should all be celebrating!
Lili Gil is a business strategist, Hispanic market expert and contributor to Fox News Latino. She was elected as Young Global Leader by the World Economic Forum and is co-founder and managing partner of XL Alliance, a cultural marketing firm. You can follow Lili Gil on Twitter @liligil.
Integrated, cross-channel, multi-screen, social, viral, digital, earned are just a handful of the many buzz words recited to thousands of media executives and marketers as they parade from upfronts to newfronts and everything in between. But, who is really delivering? Is there a better mouse-trap to achieve the cultural relevancy needed to win in today’s multicultural America?
While traditional media continues to impress us with Nielsen data, a new metric may be arising to help 2013 budget allocations: YouTube views!
It’s a known fact that Latinos are highly engaged online, but more than consuming content they are also creating. According to the Forrester Social Technographic Ladder, 47% of Latinos online are “content creators.” That’s an over-index of 263 vs. non-Hispanics who also lag behind in the areas of critiquing, collecting, joining and spectating online. Also research fielded by the New Generation Latino Consortium has confirmed an gap in culturally relevant content and the important role digital plays in the everyday life of Latinos today.
But, where is that content? Where do Latinos engage most? What are they watching online and where? While we’ve seen the great success of YouTube sensations like Justin Bieber and makeup artist Lauren Luke, where are the Latinos? Brands envy the power of the hundreds of funny, talented and charismatic YouTube sensations that gather 5, 10 and 20 million views to their channels; hoping their brand could steal at least a fraction of that reach. Ironically some of these raw and authentic at-home videos end up getting more eye-balls and reach than some of TV’s best produced multi-million dollar projects! An example: La Receta de la Abuelita; a YouTube channel that scores an impressive 30,000 subscribers and over 19 million views through simple at-home cooking demonstrations of abuelita’s most loved recipes.
This is one of the many channels now aggregated by Mitú a premium branded YouTube network featuring both original and user-generated content in English and Español también. Starting with 659K subscribers and reporting over 228 million views, the channel serves as a destination connecting thousands of Latino content creators with each other, with advertisers and with the world.
The time is right for Mitú as marketers continue to increase their focus on both reaching Latinos and innovating with digital and social media marketing. According to Econsultancy’s Marketing Budgets 2012 Report, based on a survey of more than 500 companies and agencies, more than two-thirds (68%) are increasing their digital budgets for 2012, compared to 45% of companies increasing overall marketing budgets but only 16% saying the same for ‘traditional’ marketing budgets. Three-quarters (74%) of companies are investing more in digital marketing technology this year, up from 67% who expressed similar intent a year ago; which creates an opportunity for innovation in this space.
Clearly the viewers are there, the numbers are real and the research continues to validate that digital marketing and social media are redefining the media landscape, but will the brands and budgets follow? It’s time to start letting numbers drive the decision making and stop thinking of digital as an experiment or innovation, it simply is the way our consumers engage and live today!
Lili Gil is an award-winning business and Hispanic market expert, business, politics and news media contributor and creator of the online show and channel Moments2CulturRise. She is also co-founder and managing partner of XL Alliance a multicultural strategy and marketing firm dedicated to helping business executives and leaders navigate and enter emerging markets. Gil was recently selected by the World Economic Forum as one of only 190 Young Global Leadersidentified across 65 countries for her leadership, community and business impact.
Source The Huffington Post
Editor’s Note: Lili Gil is a businesswoman with expertise in marketing to Hispanics. She is co-founder and managing partner of XL Alliance, a business strategy and marketing firm dedicated to help business leaders and corporations navigate and enter emerging multicultural markets. Gil was recently selected to be a World Economic Young Global Leader. She is on Twitter @liligil.
By Lili Gil, Special to CNN
What comes to mind when you think of Latinos? Is it exotic beauties, great dancing, loud music, big families, illegals, all or some of the above? Is it poor, disadvantaged, short and brown?
The truth is 53% of all Hispanics in the U.S. self-identify as white, but unfortunately a world of media that over- emphasizes issues of immigration and drug trafficking have often tainted the true colors and stories of those who call themselves “Latinos.”
I am a strategist and marketer who makes a living demystifying the world of Latinos for America’s CEO’s and decision makers. It is my life’s quest to understand true Latino identity.
I then take my information, and try to make advertisers and business leaders understand who we really are, and why they should take the time to get to know us. As you can imagine, this quest of mine is incredibly complex.
There are numbers, facts and statistics that help answer my questions, and explain why the broader population should pay attention to Latinos: In the U.S. we are more than 50 million strong, accounting for more than half of the U.S. population growth between 2000 – 2010, and represent $1 trillion in buying power according to advertising researchers. That’s not insignificant, but somehow it is not enough to break through the common stereotypes of the people I meet each day.
This is why I have dedicated a 15-year career to drive the business case for multicultural inclusiveness and Latinos as an engine for growth. Ironically, it was my naïve experience as a young immigrant that triggered what has turned today into a professional mission.
As an 18-year-old foreign college student in a small private college in northern Texas, I was confused by off comments from my classmates: “You are not Mexican? But you speak Spanish!” When my answer was “I am Colombian,” the conversation would take a downhill turn since that equated to dealing drugs followed by the assumption that I should be washing dishes at the school cafeteria. They were surprised when they learned I was an international “immigrant” student - with a student visa - whose parents were required to pay a full year of tuition in cash up front! That boggled their minds. They had trouble accepting I was a ‘true Latino’ - or ‘Latino enough.’
Did I let the stereotype discourage me? No. In fact, it was the catalyst to educate, get involved and elevate the voice of who we are.
How about unveiling that tall, educated and even affluent Latinos do exist? After all, college enrollment has increased by 24% and the $100,000-plus household-income segment grew 221% to represent 17% of Hispanics in theUnited States. Also, approximately 62% of Latinos in America are U.S.born making them a large percentage of “citizens” who are diverse, bicultural and bilingual, and proud to call themselves Americans and Latinos, too.
In the midst of confusion, much strength has emerged binding together people from over 20-countries of origin and diverse races represented by one term: LATINOS. Today the term has evolved to carry the strength of a unified community; reclaiming its position, heritage and representation as students, workers, entrepreneurs, doctors, lawyers and valuable members of American society. Maybe the stories behind these numbers are not as exciting or not “Latino enough” to be told, but today we are getting a peek into their life experience in America.
A quick posting on Being Latino, one of the largest Facebook group for Latinos in the United States, resulted in a flood of responses from Latinos dealing with the issue. Over a dozen testimonials revealed that “not being Latino enough” is not just about not looking the part, but also about not behaving the part.
Graciela Tiscanero-Sato, a Being Latino fan responded to the issue of not being Latina enough as follows, “Oh yeah…look at my picture and you’ll see that. ‘You don’t look Mexican’ has been uttered in the U.S. Air Force where I flew as aircrew (not many Latinas in cockpits), while working in Silicon Valley for [a] German company, on and on… Then there’s my sister, an actress, who gets told ‘you don’t look ethnic/Latina enough’ when she tries out for Spanish-language commercials and such! I think on mainstream TV that if you don’t help “them” reinforce their stereotype, they don’t want you.”
For Harvard graduate Julio Ricardo Varela, his journey has not only cornered him in the “not so Latino” camp for his education but also in the classist camp among his own fellow Hispanics in theBronx.
“…there is this belief that “white” Latinos (what a silly label, since my family is a bit of everything: North African, Corsican, Italian, Spanish, Moorish), have it easier because they don’t “look” Latino. Growing up in Puerto Rico, where racism is subtle and generally class-based, and then in The Bronx, where people looked down at my background as being too elitist, I just know that everything I have earned in my life (Harvard, a successful professional career, a loving family and strong network of dear friends) has come through never sacrificing who I am or accommodating myself to others. In life, you must be true to yourself and answer to yourself. Without a core belief in yourself, you just follow the crowd and pay attention to labels. I pay attention to me and try to help others in any way I can.”
Sharon Abramzon, a proud Colombian of Jewish decent has both benefited and struggled with looking “too white” for a Latina.
“I am lucky to be able to blend into different cultures, which helps in business and socially. It’s also quite comical to surprise people when I break out in Español during a conversation. I am quite proud to be a Colombian Latina, and I think it is great to bring to light that the Latin culture is also a wonderful melting pot of races and religions. On the other hand, having to prove my “Latinoness” is also part of that. (Naturally, after I speak in Spanish and tell people where I was born, I finally get the OK nod).”
On one side many deal with the label of being “too white,” while others juggle being too dark for a Latino. This is the case of many afro-Latinos like Yaritza Croussett, an occupational therapist of Dominican decent who lives in the D.C. area.
“I was told BY LATINOS that I was too “black” to be Latina… they also asked where did I learn to speak Mexican? Oh the joys of growing up in Texas,” said Croussett who grew up as a minority within minorities after being the only “black girl” in a high schoolof Mexican-Americans in the Rio GrandeValley. Ironically all along, she shared proudly the same label “Latina” as her friends of Mexican descent.
Oh, the wonders of Latino heritage! Twenty years ago, young Hispanics fought to blend in and acculturate, while today many are retro acculturating and reclaiming their new found label: I AM LATINO… AND PROUD!
Clearly, in the midst of many differences, there is a unifying thread of values of faith, family, culture and language that makes them worth knowing. And as they grow in number, power and influence the world should get to know who they are – in all their hues, in all their pride and in all their value as people who love America and their heritage as much as you do. Will you give yourself a chance to rethink Latino? You will be surprised.
After a heated opening between Newt Gingrich and Mitt Romney over capitalism and Freddie Mac consulting at the NBC Florida debate, surprisingly the night’s most memorable moments took place when Latino matters surfaced.
Just in time to resonate with 22 percent of Floridians who are Latinos and the 1.2 million Cubans who reside in Florida, Fidel Castro’s fate of heaven or hell was the only moment that woke up this lifeless audience. Gingrich said: “I don’t think Fidel will meet his maker. I think he’s going to the other place.”
But by far the the most memorable and the oddest moment was Romney’s brilliant solution to immigration: self-deportation.
Immediately, a flood of live tweets from viewers, political insiders and Latino influencers jumped to criticize his confusing answer.
When asked about the process to send people home, Romney’s solution left the audience intrigued, speechless and confused. “The answer is self-deportation (with some remote laughter on the background) When they don’t have work or documents they will go back home…Ultimately we will then allow people to get back in line at home until the reach the front of the line,” Romney said.
The line? What line? One tweet from @AlxWindyCity said “hahaha…I’m, sure there is a line forming as we speak” Also a sympathetic Rick Santorum was quick to describe how his parents and grandparents were able to “follow the process,” which was completely different from today’s bureaucratic and limited process to follow for those wishing to “get in the line.”
Is there a process for those who graciously self-deport so they can get into “the line” back at home? No, which highlights Romney’s ignorance on the issue. As a naturalized citizen who had to make sense of “the process,” it is disappointing to see GOP candidates so out-of-touch with the true complexities of the current immigration process.
Ever wondered what the path to citizenship is? Let the U.S. Citizenship and Immigration Services (USCIS) answer the question for you: After a basic requirement of being over 18 years of age, the U.S. government requires you to be a green card holder for five years! So, how do you get a green card if you want to “get in the line?” Three or four clicks later and the USCIS website then takes you to a long list of green-card application forms that basically can be summarized as the following: A. be the child of a U.S. citizen, B. marry a citizen, C. be a refuge and/or D. qualify for the limited and convoluted job, entrepreneur or investor options.
Did you know that someone who comes into this country “legally” with a student visa has virtually no clear path or option to become “legal” after graduating from his college, masters or PhD? Note, these are not DREAMers (DREAMAct candidates), but “legal” immigrants who are stuck in limbo…
The issue is complex, and clearly Romney’s self-deportation strategy confirmed his lack of a strategy all together. And, while entertaining, immigration may not be the only winning card to get to the hearts of a diverse Latino population in Florida, which is dominated by Cubans in south Florida and Puerto Ricans in central Florida.
Why does this matter anyway? Because in 2008, according to the Pew Hispanic Center, President Barack Obama won 57 percent of Florida’s Hispanic vote, while 42 percent went to Sen. John McCain (R-Ariz.), making Florida the first of many more battlegrounds like Nevada, Colorado and Arizona where Latinos could represent the winning difference for the GOP in their race to the White House.
Lili Gil is an award-winning business and Hispanic market expert and business and political media contributor. She is also co-founder and managing partner of XL Alliance a business strategy and marketing firm dedicated to help business leaders and corporations navigate and enter emerging multicultural markets. Gil was recently selected by the World Economic Forum as one of only 190 Young Global Leaders identified across 65 countries for her leadership, community and business impact. You can follow Lili on twitter @liligil
On its 38th edition, the People’s Choice Awards tallied an impressive total of 230,000,000 votes giving fans the power to choose their favorites in television, music and Hollywood.
While Latinos are certainly making waves in entertainment, those nominated like Enrique Iglesias, Pitbull, Eva Longoria, Fast Five actors Tego Calderón and Don Omar, Modern Family’s Sofia Vergara, and even pop sensation Selena Gomez were all M.I.A. at the award show.
So who was there to somewhat represent? “Solo dos”…CSI’s Adam Rodriguez and Jersey Shore’s half Boricua Ronnie Ortiz-Magro walked the red-carpet.
Did they not know that Latinos do tune in into American pop-culture matters? Do they not realize that one in four teens in America is Hispanic?
That Latinos are 80% more likely to go to the movies during opening weekend? That 62% of them are U.S. born, therefore bicultural and bilingual? That 47% of Los Angeles is Latino! And to top it all of, there was a Twitter explosion happening live during the show uniting a very unique Spanglish conversation.
The voice of top Latino influencers like Lance Rios, founder of the largest and most popular Latino group in Facebook “Being Latino”, fashionista Mercedes Sanchez of BeChicMag, lifestyle editor Lizbeth Cardozo of LaCosmopolatina, celebrity insider Oscar Petit, among others, came together under the hash-tag #HBOatsLatinoVIP.
Other Latino tags like #Belatino and #LATISM rode the conversation as well. The content source came from live reporting being “tweet-casted” from the red carpet by me and the remote crew of Fox News Latino and XL Alliance.
Tweet-reach reported that their collective buzz, sharing and re-tweeting of the hash-tag reached 117K people generating close to 900K impressions!
In a nut-shell, do not underestimate the power of the Latino voice when united. Whether in entertainment or even in business and politics, Latinos are listening and sharing perspectives critical to impact the opinion of America’s fastest growing market segment.
Thank you Fox News Latino, for giving us a voice and platform to continue to elevate the importance of our voice. Last night at the People’s Choice, tomorrow could be from the next debate, the white house, another major event and more.
Lili Gil is an award-winning business and Hispanic market expert, business and political media contributor. An award-winning professional and entrepreneur, Gil was recently selected by the World Economic Forum as one of only 190 Young Global Leaders identified across 65 countries for her leadership, community and business impact. You can follow Lili on twitter @liligil
Live Twitter Reporting with Sabor Latino from the 2012 People’s Choice Awards in Los Angeles, CA. Follow www.twitter.com/liligil @liligil on twitter or use the #TAG @HBOatsLatinoVIP
LOOKING FOR LATINO INFLUENCERS & TWITTEROS!
We are excited to invite you to make history with us as we report and follow the upcoming People’s Choice Awards pero con sabor Latino! That’s right! Latinos are making waves in music, movies and television but we are also shaking it up en Twitter during this year’s award show with a LIVE TWITTER RED CARPET PARTY uniting Latino fashionistas, influencers, celebrities and reporters with the hash-tag #HBOatsLATINOVIP on January 11th starting at 7/6C.
So, be one of the special few tracking the nominees, the fashion and the most memorable moments en vivo desde la alfombra roja! Join us and you will get exclusive photos and video for you to share and post on your site. Catch Pitbull, Enrique Iglesias, Selena Gomez, Sofia Vergara, and the many more that will represent us proudly from Los Angeles.
Ok, you are in…now here’s the simple 1-2-3 on what to do:
We hope you can join us y… ¡Nos vemos en la alfombra roja!