FH Hispania Plaza

The FH Hispania team is gearing up for Hispanicize 2011 — the national Hispanic PR and Social Media conference to be held in Los Angeles, April 6-8th. During a Twitter Party about the event, the enthusiasm among bloggers and online influencers was high and a great example of how communities are coming together to collaborate, share best practices and engage.

A couple of weeks ago during SXSW, we had the opportunity to get together with Latino bloggers attending the massive event in Austin and discuss where the demographic is going in terms of online interaction.
We joined forces with Hispanicize — an organization founded by Manny Ruiz and dedicated to servicing brands and Latina/o bloggers through in-depth industry news, webinar trainings, technology guides, online forums and a comprehensive directory and networking — to host the Hispanicize & FH Hispania Latino Social Media Breakfast.

Latino media and technology professionals in town were invited to participate and many dropped by to network, share experiences and get a taste of Hispanicize 2011 – 2nd Annual Hispanic PR & Social Media Conference. For more on the breakfast and Hispanicize 2011, watch our video below, featuring attendees Boris Portman with Descuento Libre and Ivan Davila from El Buen Samaritano, who share some insight on Latino social media trends.

Hispanicize & FH Hispania – Latino Social Media Breakfast Video 

Organized by Hispanicize and the Hispanic Public Relations Association (HPRA), Hispanicize 2011 brings together the nation’s Hispanic marketers, PR professionals and bloggers over the span of three days for a variety of workshops, trainings, blogger expos and networking events designed to advance the growth and development of the Hispanic public relations and social media blogging and marketing industries. For more information on the conference click here.

Latinos 3.0 — online or offline, being social is not optional
The Hispanic population is embracing social media platforms like never before, particularly Facebook, Twitter and blogs. This comes as no surprise given that Latinos place significant value on being able to communicate as a family and within the community. Interest in socializing with other people, creating and sharing content as well as listening to music online, rank highly among U.S. Latinos, both young and old.

Because of these cultural factors, Louis Pagan, managing partner of Hispanicize, believes Latinos will play a key role in the future of social media overall, and will have enormous influence in the space and the brands looking to leverage it.

Latinos Using Facebook & YouTube
There are 3,875,440 Latinos on Facebook who live in the U.S. or Puerto Rico that have their language set up to Spanish or Spain Spanish, according to figures from Facebook Advertising. This number excludes the thousands of bicultural Latinos, like many in FH Hispania, who set up their language to English.

Among key findings from a Google and Ipsos OTX MediaCT study: Latinos are more likely to purchase a product or seek customer support on social media than non-Hispanics, are more inclined to have a positive attitude towards online ads than non-Hispanics, are avid online video watchers, and engage with longer-form content. In fact, 67% of Latinos surveyed watch movie clips and trailers, 57% share videos, and Hispanics are also more likely to engage with the content than non-Hispanics according to the study. 

Latinos Using Twitter & Location-Based Services
According to the latest Pew Internet and American Life Project report, 18 percent of Hispanics online are Twitter users, compared to 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites. Location-based services like Foursquare and Facebook Places are also popular amongst Latinos with 10 percent of online Hispanics using these services, compared to 5 percent of non-Hispanic blacks and 3 percent of non-Hispanic whites.

This usage difference supports similar studies noting how Hispanics are increasingly relying on smartphones to take full advantage of location services. Another important factor at play here is that Latinos are less likely to own a computer at home and rely on their mobiles to connect to the Internet.

Hispanic Outlets Using Social Media
Spanish news outlets are also getting in on the action. Earlier this year Telemundo launched Social@Telemundo to focus on social media initiatives using Facebook and Twitter linked with its content, including sports shows and novelas. While Univision.com, the #1 Spanish-language website among U.S. Hispanics, offers its own social networking service where users can share videos, photos, chat about the latest entertainment news, and stay connected with family and friends.

Hispanic Astronaut Jose M. Hernandez

A few weeks ago, astronaut Jose Hernandez visited Chicago.  One of the stops on his day-long tour was Benito Juarez Community Academy, where my dad is a teacher.  Hernandez gave a speech describing his road to NASA and the magic of being in outer space that according to my father, “sent chills up the spines” of his high school students.

Although Hernandez was born in California, he split his time between Mexico and the U.S. and didn’t learn English until he was 12.  In an interview with Hoy newspaper, Hernandez said after long days of working alongside his family in the fields, his father would ask his children if they were tired.  When they would reply that they were, his father would tell them, “This is your future if you don’t study.”

After his speech, my dad approached Hernandez and asked him for a couple of autographs, one for my brother, who just graduated from college, and one for my sons.  The autographed picture for my boys of Hernandez in full astronaut gear reads “To Carlos and Elián, Reach for the Stars”

My entire family was thrilled to hear the story of Hernandez’ visit, especially three-year old Carlos who was fascinated by the idea that he too could one day grow up to be an astronaut.  He was so taken by Hernandez that he walked around the house telling relatives that it was he – and not Hernandez – in the autographed picture.

Hispanic children need more heroes like Hernandez.  They’re out there, but unfortunately they don’t seem to get the attention they deserve.  Case in point:  while Hernandez’ visit was widely covered by local Hispanic media (he made the front page of Hoy and the rounds at radio and TV stations) general market media did not take notice.

Hispanic children need to know that their boundaries are limitless and that they too can be anything they want to be.  Companies that want to reach Hispanic communities should invest in the community – not because it’s good for Hispanics but because it’s good for everybody, including the companies making the investments.

The Motorola Foundation recently chose Benito Juarez to participate in a company-sponsored program that encourages science, technology, engineering and math education.  I found out when my dad told me with pride that his school was being singled out by Motorola, which is a client of Fleishman-Hillard.

Studies show that consumers react positively to corporate social responsibility programs, with 56 percent reporting that they purchased a brand specifically because they admired the company’s socially responsible efforts.

With Hispanic college graduation rates still below the national average, and with Hispanics underrepresented in the sciences, it’s great to see heroes like Hernandez, and corporate America, encouraging Hispanic youth to reach for the stars. 

Who was your hero when you were a kid?  Was there someone who inspired you to take the path you’re on today?  What corporate social responsibility programs do you admire?  Please let us know by commenting below.

While one may think that putting  hundreds of strong- minded, proud Latinos who are entrepreneurial by nature and public relations professionals in the same room may create one of the most competitive environments in our industry, this week’s inaugural Hispanic Public Relations and Social Media Conference would prove you wrong. The conference was a place of celebration, respect, admiration and camaraderie as the achievements of the profession were celebrated and valuable insights shared. Amongst CEOs, Presidents, Directors, VPs and more, one of the stars in making it all happen was… Twitter!

• Twitter made networking possible leading up to and throughout the conference. The TweetUp organized by Midy Aponte  united more than 25 individuals.
• The conference was tweeted 1,500 times (and counting) via the hash tag #HPRConf and potentially reached an additional 23, 700 individuals (and growing).
• Conference highlights were shared, real time with thousands of tweeps via conference attendees.
• Twitter made it possible to virtually be in two or more sessions at a time, as other twitteros tweeted important panel highlights simultaneously.

So, as “superficial” as critics may think Twitter can be, it can serve a greater good. It will make it easier for colleagues to stay connected, foster relationships and as a result, strengthen the community.

** UPDATE: On May 13, Los Angeles’ City Council approved a travel boycott to Arizona. Also, an AP- Univision poll found that 67% of Latinos oppose the new law, while a Pew Research survey shows 59% approve of the law.**

The immigration law in Arizona has not ceased to stir incensed sentiments around the country. From the NBA Spurs and Suns to Latino celebrities of every kind and background, the law has been challenged for its connotations of racial profiling and apparent support of discrimination. At the surface, the law may seem to imply:
 Deportation will fix crime
 Law enforcement agents have the ability to distinguish illegal aliens, without broadly intruding on the privacy of legal residents and citizens of the US
 All persons in Arizona will have to carry an official identification at all times in order to prove their status or be subject to the actions of law enforcement officers – even many ultra-conservative persons in the US oppose the concept of a national identification as being too intrusive on personal privacy.

If only for these three precepts, we could engage in a debate until true immigration reform emerges and helps– compassionately, intelligently, and permanently—provide much needed direction to deal with illegal entry into the country by ANY group.

Even for the millions of Hispanic immigrants in the U.S. who are in the country legally, the law represents an ominous precedent. They fear that other border states will follow suit. They fear that they will be unjustly targeted by law enforcement agencies because of their physical appearance. They fear that they will be displaced. And they fear that nobody is really saying that these are unfounded.

In recent days, Latinos around the country again organized by the thousands in pacific marches that demand immigration reform now. Latino influencers organized the marches and drove people by twitter, online, through radio and print, and by word of mouth all connected to May 1—Labor Day for many Latin American countries. Activities like this have continued and the pressure will be on until the June implementation deadline for the new law.

On May 6th, a group of Latino organizations led by the National Council of La Raza called for a boycott of the state of Arizona, cancelling or not planning any conventions, conferences and other activities in the state.

In a state that is 30% Hispanic, Arizona’s problems and backlash from the signed law are putting the issue of immigration front and center in the public’s view. Some groups are urging the state to push the law’s enforcement back for a year. In the media, the opposing views are even greater as Arizona has not put much effort into reaching out and proactively and markedly clarify among stakeholders what this law is and isn’t—in Spanish and in English. The local issue has become national news and needs to be treated as such by the state.

In the end, the need for reform has once again become evident as has the need for more information and dialogue on immigration, on Hispanics, on ‘the other’.

Today is Mother’s Day in Mexico, El Salvador and Guatemala.  Unlike the U.S., Mother’s Day there is always celebrated on May 10.

To mark the occasion, Mexico’s consumer protection agency, the Office of the Federal Prosecutor for the Consumer (PROFECO), conducted an online survey of how Moms in Mexico prefer and plan to celebrate the holiday.  Among the findings, the gifts mothers in Mexico want most are:

• Clothes
• Accessories
• Shoes
• Cell phones
• Jewelry
• Perfume

Interestingly, this lists closely mirrors the types of gifts purchased in the U.S. for Mother’s Day.  According to the National Retail Federation, Mother’s Day spending on clothing and jewelry accounts for nearly $4 billion, and restaurant spending accounts for another $2.9 billion.  In Mexico, more than half of Moms (54 percent) will be treated to a meal at a restaurant by their loved ones today.

Reading between the lines, one might conclude that all it takes to make Moms on both sides of the border happy is clothes, jewelry and food.  As the mother of one-year and three-year old boys, I have to disagree.  The item I want most is sleep.

Happy Mother’s Day to Moms everywhere, including Hispanic Moms, who account for one out of every four Mothers in the U.S!

I just wanted to take a blog post to acknowledge and tip my hat to the efforts from the NBA, TNT, Charles Barkley and Los Suns. For those of you who don’t follow the NBA or missed the news yesterday, in last night’s playoff game between San Antonio and Phoenix, the Phoenix Suns wore their “Los Suns” jersey to show their disapproval of the immigration law that recently passed in Arizona. As a Spurs fan, I put my pride aside and give major kudos to the Phoenix Suns for taking a stand.

I digress – concurrently, during the game; a protest march was held outside of the athletic arena – which TNT reported on live. Also during the TNT commentary, Charles Barkley spoke very passionately about the law and has been quoted by media saying the law is “disrespectful and disgusting.” Today, Whoopi Goldberg wore a “Los Suns” jersey on “The View.”

I believe the NBA has been the driving force in encouraging these players to take a stand and for recognizing the importance of the Latino community. Earlier this year, it launched its Latino social media platform “ené-bé-a” and the Spurs and other teams have been wearing official Spanish versions of their jerseys: “Los [team name]” which they wear on NBA Latino nights.

It’s good to see a broad organization and a general market, English-language network make room in their programming for such an important issue and come together for a cause that affects a regional minority community. It speaks volumes on the integration – and recognition of – the Hispanic community not just in Arizona, but also as a permanent driving force in the states.

Spurs and Suns image sources.

A few days ago, I heard a radio commercial for a local grocery store chain advertising specials on essential items for the perfect Cinco de Mayo celebration, including chips and salsa, avocados and beer – you know, those great staples of Mexican cuisine and culture.

Is it any wonder then that TIME today named Cinco de Mayo one of America’s Drunkest Holidays, or as others have noted, one of the most fabricated marketing events in history.

It’s widely acknowledged that the origins of Cinco de Mayo’s tipsy reputation can be traced to beer companies using the holiday to promote their products, beginning about 20 years ago.

While Cinco de Mayo is a minor holiday in Mexico that marks the country’s defeat of the French army in the Battle of Puebla, today it is a popular excuse for Americans to party, with bars, restaurants, and party stores all cashing in on the trend.

While the amount of money spent by Americans today is elusive, the Washington Post reported that consumer spending on Cinco de Mayo party decorations alone was $71.4 million in 2005.  A scan of all the food and drink specials advertised in my local market media today makes me think that number has jumped significantly.

Below please find a roundup of some interesting tidbits related to the fifth of May.  Do you have any tidbits or comments you’d like to share? 

1. Case study on Corona’s entry and eventual leadership in the U.S. market
2. News that Dr. Gary Hamlin in Joplin, MO is offering free office visits to Hispanic seniors today “because they too often go without medical care to make sure their children have such care” (Bravo, Dr. Hamlin!)
3. Post on the unsuccessful campaign to have Google doodle Cinco de Mayo