DID THE CEO OF AMERICAN APPAREL MARCH IN SUPPORT OF IMMIGRANTS’ RIGHTS: ACCORDING TO CHARNEY IMMIGRATION REFORM IS CRITICALLY IMPORTANT FROM A HUMANITARIAN AND ECONOMIC PERSPECTIVE

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

A May Day activist dressed as U.S. President Barack Obama marches through downtown Los Angeles marking the International Worker’s Day on May 1, 2012 in Los Angeles, California. Occupy Wall Street groups across the country have joined with unions during the May Day protests, a traditional day of global protests in sympathy with unions and leftist politics.

On May 1, 2012, several rallies and protests took part in Los Angeles to recognize the contributions workers are making to the country and to protest for better working conditions, fair pay, and immigration reform.
American Apparel (AMEX: APP), which has long advocated for comprehensive immigration reform and criticized the apartheid-like treatment of undocumented workers, will close its factory for several hours May 1 so its workers can join the march and related pro-worker activities.

Hayley Fox/Blogdowntown
Dov Charney, founder and CEO of American Apparel marched in support of immigrants’ rights at the downtown L.A. May Day parade on Tuesday.

CEO Dov Charney joined the workers to show his support for the fair treatment of all workers, domestically and internationally, and his unwavering support for prompt, fair, and effective immigration reform in the United States.

According to Charney, “Immigration reform is critically important not just from a humanitarian perspective, but also from an economic perspective. Economic growth and stability are adversely affected by the ability of employers to exploit undocumented workers, engage in sweatshop tactics, and drive wages down. Immigration reform will help raise wages and working conditions in Los Angeles and throughout the country.”

Read more here: Sun Herald

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NIELSEN REPORTS THAT ENGAGING THE HISPANIC MARKET IS AN IMPERATIVE FOR FUTURE SUCCESS: THIS MEANS YEAR ROUND NOT JUST ON CINCO DE MAYO

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Myspace Layouts, Myspace graphics
Cinco de Mayo is around the corner, and some brands are leveraging the holiday to roll out special promotions and discounts. (For example, Tyson Foods, Tabasco brand and Jose Cuervo’s nonalcoholic margarita mix have teamed up on a “Fiesta of Flavor” retail savings promotion.)
While I love the idea of engaging consumers around special events like holidays (and this Fiesta of Flavor campaigns seems like an innovative, multi-channel winner), I also want to add a few words of caution. If you’re a brand that wants to be more relevant to Hispanics (and you should be), it’s time to start thinking beyond Cinco de Mayo alone. These days, Hispanic marketing campaigns need to be comprehensive, consistent and year-round.
Why do you need to start focusing on the Hispanic market? A recent Nielsen report doesn’t mince words. From State of the Hispanic Consumer: The Hispanic Market Imperative:
“The U.S. Hispanic population is the largest minority segment and is growing at a dramatic rate towards ethnic plurality, which has already occurred in the most populous states and is beginning to occur among the U.S. baby population. Ethnic plurality refers to the coexistence of numerous ethnicities and races with no one segment in the majority. If the present U.S. economy substantially benefits from Hispanics, the future U.S. economy will depend on Hispanics by virtue of demographic change and the social and cultural shifts expected to accompany their continued growth.”
“The Hispanic market’s size, sheer size, growing clout, and buying power of $1 trillion in 2010 and $1.5 trillion by 2015 require thoughtful understanding about what the market represents to a company’s bottom line.”

“Hispanics are a primary driver of growth and change in the American marketplace, and marketers must recognize that engaging the Hispanic market is now an imperative for future success.”

How can you make an authentic connection to Hispanics so that you can start truly engaging them and provide a relevant and personalized customer experience? Execute, evaluate, evolve.

The biggest mistake you can make in marketing to Hispanics is relying on a one-hit-wonder campaign centered around Cinco de Mayo.  Today’s Hispanic population is diverse, discerning and engaged –as such, it demands your consistent, thoughtful attention year-round.

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DO HISPANICS SPEND THE MOST ON SMARTPHONES AND TABLETS: FIND OUT ABOUT THE BILLIONS OF DOLLARS LATINOS ARE SPENDING IN 2012

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Hispanics are early technology adopters, with high spending expected on devices and content

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.

Smartphone penetration was 51.5% among the survey group, which was comprised almost entirely of mobile owners (just 6.1% said they had no mobile phone). This is slightly higher than eMarketer’s estimated 46.9% smartphone penetration for Hispanic mobile users as of the end of 2011. Also, 19% of those polled owned tablets, higher than eMarketer’s estimate of 12.6% for the same period. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines.

Mobile Devices Owned by US Hispanic Consumers, Dec 2011 (% of respondents)

Smartphones were at the top of the list of new mobile devices respondents said they planned to buy over the next six months, at 24%. Another 18% said they planned to purchase a tablet. Top activities performed on a tablet included gaming, search and email. Games were also the leading category of mobile app purchased by Hispanics; according to the poll, nearly half of respondents had bought a mobile gaming app.

Social networking, the fourth leading tablet activity among Hispanics, was the No. 2 online activity overall for the group, and Facebook was the favorite destination.

Social Networks Used by US Hispanic Consumers, Dec 2011 (% of respondents)

Twitter was a distant second at 29%, followed by Myspace at 23%. Hispanics are more active on social media than US internet users overall, suggesting there is plenty of potential for marketers to target them on social networks.

Read more: EMarketer

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DO HISPANICS USE SOCIAL MEDIA THE MOST: HOW SPORTS TEAMS CAN BENEFIT FROM MARKETING TO LATINOS

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Social Media is about engaging with your audience. If you can find new audiences, you can expand your reach. Sports teams and leagues have mostly focused on growing the audience they already have and know – their traditional fans. Another way is to identify and connect with new segments of your fan base.
Hispanics represent a major opportunity for sports teams and leagues. Why? Compared to the general population, Hispanics use social media more and they are more avid sports fans. That’s a pretty potent combination. Some baseball teams, such as the Boston Red Sox, have started Spanish-languageTwitter accounts to reach their Spanish-speaking fans. It’s a good first move, but there is much more that can be done to reach this sizable population.

Hispanics and sports are strong partners. Three of the top seven Spanish-language cable channels are sports stations (Fox Deportes, ESPN Deportes and Gol TV). When it comes to sports interests, more than 90% of Hispanics are sports fans, compared to less than 80% of the total population, according to the San Jose Group marketing agency.

In August of 2011, there were 8.1 million Hispanics on Twitter

When it comes to social media, Hispanics are heavy users. On Twitter, Hispanics are prolific users. According to a Pew Research Center survey, 18% of Hispanics use Twitter, compared to 8% of the general population. The dominance extends beyond Twitter, according to a uSamp survey in 2011 of online users (according to the MediaPost’s The Social Graph blog): 90% of Hispanic respondents are on Facebook, compared to 81% of the general online population; 57% of Hispanics use YouTube, compared to 46% of non-Hispanics; and 47% Hispanics say they use Google+ compared to just 18% for the general population.

Nielsen says that Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. They’re also heavy phone users in general, sending and receiving some 941 SMS text messages per month – more than any other ethnic group. And they make 13 calls per day on their mobiles, which is 40% more than the average U.S. consumer.

The group is also increasing its access to social networking services and blogs. In February, visits were up 14% to sites like Facebook and WordPress.com, for example. In February, 16.7 million unique U.S. Hispanics visitors headed over to Facebook, which is up 8% year-over-year. Visits to Blogger (+10% YOY), Twitter (+32% YOY), LinkedIn (+52% YOY), WordPress (+27% YOY), and Tumblr (+85% YOY) were up, as well. (See above chart).
They often have a blog of their own, too – Hispanics are 17% more likely than the average consumer to build or update a personal blog, Nielsen found.

In the sports world, some are starting to put these numbers together and going after this large, new market. The NBA is at the forefront. The league has launched a whole Spanish-language platform, called éne-bé-a (the phonetic pronunciation of NBA in Spanish). The platform, which has a Facebook page and Twitter account, also launched its own campaign. The campaign, called Emoción (emotion), leveraged their social media channels to keep fans engaged during the lockout.

This was very smart being that Neilsen reported:

Hispanics are 25% more likely to follow a brand, 18% more likely to follow a celebrity, 21% more likely to post links, articles, videos and website, and 7% more likely to have one or more social networking profiles.

NBA TV played classic games during the work stoppage, and the Emoción campaign turned that into a positive. As the Social Media Spanish blog said, the campaign “engaged fans online through social media as a reminder of why they loved the game to begin with. This worked to remind their audience ‘de los buenos tiempos’ (the good ol’ times) and of the greatness of the game, then and now.”
The NBA did the smart thing and grew their Spanish-language social media accounts organically and cross-promoted their Spanish-language platforms to their English-speaking Hispanic fans. From the Social Media Spanish blog: “ ‘One strategy we’re currently focusing on is heavily cross promoting our éne-bé-a pages with our general market [English-language] pages,’ said Saskia Sorrosa, the NBA’s Vice President of Multicultural Marketing.

“Sorrosa explained that 12 percent of the NBA’s (English-language) Facebook and Twitter followers – more than 11 million likes and 3.8 million followers, respectively – are Hispanic. Cross promoting allows the team to push culturally relevant content among bicultural, bilingual fans across the NBA, and drive them back to éne-bé-a social media assets for customized engagement.”

It’s a very smart move because not all Hispanics prefer to consume content in Spanish. And while Spanish-language social media channels helps engage non-traditional fans, it is important to not employ a one-size-fits-all, or a one-language-fits-all approach. As Major League Baseball, which does so many things well in the social media space, continues to pursue Hispanic fans, it can steal a sign or two from the NBA.

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DOES KRAFT FOODS ENGAGE WITH HISPANICS: THEIR COMIDA KRAFT FACEBOOK IS UP TO 90,000 FANS

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Comida Kraft, an 11-year-old online initiative aimed at Latina moms, has become increasingly centered on social marketing in recent years. Facebook‘s Timeline for brands has only added to that focus, said Tania Cameron, associate director of CRM for Kraft Foods. She said Timeline’s historical nature creates an opportunity for her team to better tackle the sub-cultural issues of marketing to U.S. Latinos from numerous countries of origin.


On Comida Kraft’s Timeline, for instance, her team highlights when the U.S. officially recognized Cinco de Mayo as a holiday. In 2006, President George W. Bush proclaimed an observance of the day, which commemorates Mexico’s 19th century military victory over France. Another Comida Kraft post heralds how immigrants brought shaved ice treats to the U.S. in 1926 from Puerto Rico and Peru.

With Timeline, Cameron explained, “We took the approach to be interesting and give our viewers a little bit of education. It’s a way to celebrate who are here in the United States.”

Facebook Audience Gets 4X Lift In One Year

Comida Kraft’s Facebook page quickly gathered 3,000 fans/likes after launching two years ago, but has since grown to 90,000, jumping more than 4X in the last year, according to the Northfield, IL-based brand. Consistent with the larger initiative, the page is aimed at Latina moms.

When asked how Kraft Comida’s audience compares to other Spanish-language Facebook brand pages, Andy Hasselwander, VP of projects and research at Hispanic-focused agency Latinum Network, said, “It’s pretty big.” Comida Kraft’s social media team typically authors one Facebook post a day, including coupons, recipes, timely food-oriented questions, and other conversational messages.

Hispanics are very engaged [on Facebook],” Cameron said. “Social channels provide them a chance to create their own content.”But according to new research from Latinum, out of 200 brands, roughly 17 percent address Spanish speakers on Facebook. Eighty-three percent of the Facebook pages are English-only, Hasselwander said, while 14 percent included a Spanish language option. And approximately 3 percent were dually English and Spanish, he said. Bethesda, MD-based Latinum plans to release its full findings in the coming days.

Hasselwander said marketing to Hispanics by language can be tricky. “When you are talking about acculturated Millennials, for instance, they are going to speak both Spanish and English,” he said.

Comida Kraft Mobile Grows “Exponentially”

With the help of digital agency 360i, Cameron’s team has created a hub-and-spoke online marketing model for the brand. Facebook, mobile, Latina mommy blogs, and email feed into ComidaKraft.com, she explained. All told, Cameron said, the Spanish-language initiative has an online audience of 1 million consumers.

Mobile, the marketing director added, “has grown exponentially. Hispanics are getting into mobile very rapidly. And we have grown with that.”

360i Report: Target Hispanics By Subset

Meanwhile, 360i is about to release a report that, among many key points, addresses Comida Kraft’s challenge in terms of marketing to U.S. Latino subsets. Latinos have varying levels of acculturation, psychographics, and English proficiency, the report says. 360i says it’s important to determine what subset marketers want to target before tailoring a campaign.

comidakraft.com

Another key takeaway: Too many brands are not optimizing their Spanish-language web pages for SEO. 360i recommends marketers optimize not only for keywords in Spanish, but also commonly misspelled in English by Spanish speakers.

Read More: CLICK Z

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