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.

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WHY HASN’T GEORGE W. BUSH ENDORSED ROMNEY: WATCH MSNBC NEWS CLIP WITH ALICIA MENENDEZ OF NBC LATINO

Romney’s endorsements: Where’s Bush ’43?

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MSNBC’s Thomas Roberts speaks with power political panel: Alicia Menendez of NBC Latino, New York Daily News Columnist S.E. Cupp, and USA Today politics reporter Jackie Kucinich.

http://www.msnbc.msn.com/id/32545640

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>>> one person who has been noticeably absent from the romney endorsement circuit, former president bush . a question about g.w. made for an awkward exchange with romney and the parents of the 43rd president.

>> endorsement?

>> no, no.

>> i love that picture of the two presidents, father, son. quite a legacy.

>> we want to bring in our political power panel this morning, political commentate, alista menendez and jackie kucinich. great to have you here. former president g.w. bush after after thought yesterday, also m.i.a. at half a dozen fund-raisers romney ‘s had throughout texas this week. what do you make of the fact that he’s virtually invisible now? is the silence deafening?

>> i think that the bushes are very aware of the fact that their brand at this point is still a bit complicated, that for george w. bush to come forward isn’t necessarily the boon to mitt romney that he wishes it were. the bigger endorsement is the jeb bushendorsement, big regional strength in florida even if doesn’t weigh huge in the primary it’s great in the general.

>> one endorsement the democrats are jumping all over is paul ryan . take a look. a new ad attacking romney and ryan ‘s support for one another. when old mitt claps his hands for the paul ryan plan that’s amaury*

>> when the plan came out i applauded it when paul ryan gives props to old mitt romney ‘s chops that’s amore*

>> entitlement speech was very good.

>> do you think that radio ad is going to be lightning for what’s taking place this love fest between the two, other than that a song in our head for the rest of the day.

>> no. these endorsements don’t mean anything and they especially don’t mean much when they’re delivered both rubio and ryan have given them. those are both great candidates and conservative favorites. but their endorsements were more process driven than about mitt romney . their endorsements were we need to come together, we don’t want to fight on the floor of the convention, not ringing endorsements for mitt romney . i think both of those guys kind of wanted to just get them out of the way.

>> all right. jackie , despite romney ‘s lead in wisconsin there’s a new nbc/marist poll showing him trailing president obama by double digits . the president has 52% support versus romney ‘s 35 and trailing the president in several other battleground polls. do you expect numbers to tighten up as romney begins to wrap up the nomination?

>> i think as we see the campaign go on, they might tighten up a bit. but romney is suffering from is not being able to really gin up a lot of enthusiasm with some of the under pent voters and that’s — he hasn’t been able to pay a lot of attention to them because of the conservative nature of the this race. it will tighten up a about they have find a way to generate enthusiasm to voters on the fence.

>> as we talk about rick santorum , if he does poorly in wisconsin and numbers are fading in pennsylvania what does it mean for his campaign?

>> interesting aspect of that poll that we saw of the nbc/marist poll santorum fares better against obama than romney does. there’s still support out there. he doesn’t have much reason to get out of the race before pennsylvania. so i would imagine he’ll probably stick around.

>> doesn’t rick santorum support president obama more than he supports romney ?

>> santorum?

>> yeah. isn’t he the one that said if i’m not the one, don’t vote for romney , vote forpresident obama .

>> he was trying to say mitt romney and obama have more in common than people think.

>> let’s talk about newt gingrich . sheldon adelson , the billionaire benny factor single-handedly penning checks to the campaign met with romney ‘s backers according to “the washington post .” ed ale donson and his family spent $16 million, that’s a drop in the bucket, a heavy night on the town for that family. jackie , what more does newt gingrich need to do to get the message that this isn’t going his way and he needs to hang it up?

>> i don’t think anyone can make newt get out other than newt. he’s going to stick around. at this point he’s not making a big impact in polls anymore. the frank lynn marginal poll had him at single digits. he can stick around as long as he wants to. he wants to be part of the conversation and whether or not anyone’s paying attention.

>> as we speak of wealthy donors the word that the company at the center of the pink slime controversy involving ammonia-tainted beef by-products headed by a majorromney donor, es this easy pickings for democrats to make a pink slime ad?

>> sure. democrats are focused on the ryan contrast piece. i think that will play much bigger and better with voters than this temporary question of pink slime connecting it to medicare, medicaid, big tax cuts for billionaires and millionaires. that’s what’s going to resonate with voters, not this meat thing.

>> i think alicia’s right. i don’t think the pick slink distraction will have too many legs.

>> ladies, thanks so much. appreciate it.

PRESIDENT OBAMA RESPONDS: WHY IMMIGRATION REFORM WAS NOT PASSED IN FIRST TERM

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On GOP‘s Super Tuesday, Obama Talks Immigration Reform

President Barack Obama acknowledged Tuesday that his administration was unable to pass comprehensive immigration reform, a promise he made during his 2008 campaign, but said that was because immigration had become a partisan issue.

“When I came into office I said ‘I’m going to push to get this done.’ We didn’t get it done,” Obama said during a press conference at the White House. “The reason we haven’t got it done is because what used to be a bipartisan issue, agreement that we should fix this, ended up becoming a partisan issue.”

Obama was responding to a question about recent polls showing the president holding a favorable lead among Latinos against the GOP candidates in the run-up to November’s elections, despite growing disappointment among the community about the failure of any immigration reform.

A Fox News Latino/Latin Insights poll released Monday of likely Latino voters indicated that 73 percent of them approved of Obama’s performance in office, with over half those questioned looking favorably upon his handling of the healthcare debate and the economy, at 66 percent and 58 percent respectively.

More than half of the poll’s respondents, however, said they felt U.S. immigration policy was too strict and an overwhelming majority – 85 percent – would like to see undocumented immigrants have a chance to legalize their status. A huge percentage, 82 percent, believe undocumented immigrants do work that Americans will not do. They feel the undocumented workers help expand the economy.

“My hope is that after this election the Latino community will have sent a strong message that they want a bipartisan effort to pass comprehensive immigration reform that involves making sure that we got tough border security, and this administration has done more for border security than just about anybody,” Obama said, adding that immigration reform also needed to include making sure companies don’t take advantage of undocumented workers and that there was a clear path to citizenship for undocumented immigrants.

An overwhelming majority of those polled –nine out of ten– support the DREAM Act, which would allow undocumented immigrants brought as children to gain legal U.S. residency if they attend college or join the military.

Obama praised former President George W. Bush and his advisors for saying that immigration reform should not be something that just the Democrats support. “That was good advice then, it’s good advice now,” Obama said.

The president continued on to say that Congress needs to unify under this matter if any progress is going to be made toward passing immigration reform.

“Ultimately I can’t vote for Republicans. They’re going to have to come to the conclusion that this is good for the country and that this is something that they themselves think is important,” Obama said. “Depending on how Congress turns out, we’ll see how many Republican votes we’ll need to get it done.”

Read more: http://latino.foxnews.com/latino/politics/2012/03/06/obama-calls-for-bipartisan-support-in-immigration-reform/#ixzz1oO56iYXI

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IS ROMNEY FOR SB1070?

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For Romney, ‘model’ policy on migration isn’t SB 1070

image source

State Rep. J. M. Lozano said Monday he will switch parties and become a Republican, making him the second South Texas lawmaker to abandon the Democratic Party in what has traditionally been a blue corner of the state.

In a phone interview, Lozano said he plans to formally announce his decision Thursday in Austin and in his home district, which includes Kingsville and stretches along the Gulf Cost to the Rio Grande Valley, near the border with Mexico.

The move further pads the GOP House supermajority, giving the Republicans 102 of 150 seats. But the Legislature is not set to meet again until next year, meaning his switch will matter only if Gov. Rick Perry calls a special session – something Perry says he has no plans to do.

Elected in 2010, Lozano filed for re-election as a Democrat on Nov. 30, just three days after the filing period opened. A second filing period has begun, however, after a legal battle over the Texas redistricting maps delayed the state’s primary until May 29.

Lozano’s district was altered significantly by maps drawn by the Republican-dominated Legislature, but those maps may change again based on the forthcoming decision of a federal court in Washington. The Texas Democratic Party says no other Democrat has filed to challenge Lozano.

Lozano said his decision had less to do with redistricting and more to do with his support of oil and natural gas exploration, his opposition to abortion and other conservative convictions popular with his constituents.

“My job now is to let the Hispanic community know that our values are welcome in the Republican Party,” he said.

Lozano becomes the third Democratic state representative to change parties in less than 18 months. In December 2010, Rep. Allan Ritter of Nederland, east of Houston, became a Republican, as did Rep. Aaron Pena, who represents the Rio Grande Valley community of Edinburg.

Pena has since announced he’s not planning to seek re-election this year, however, after he said the redrawn voting maps made it impossible for a Republican to win in his district.

South Texas has traditionally been a Democratic stronghold, but Lozano said the state party leadership ignored the issues most important to him. The owner of a trio of chicken wing franchises, Lozano was born in Mexico and became a U.S. citizen at 6.

He said he was persuaded to change parities after a conversation this week with George P. Bush, the founder of the Hispanic Republicans of Texas political action committee. He is also the son of former Florida Gov. Jeb Bush and nephew of former President George W. Bush.

“We talked about everything, our lives and how there’s this misconception out there that the Republican Party is not welcome to Hispanics,” Lozano said.

The Texas Democratic Party called Lozano’s decision “unprincipled and cowardly.”

“Just 15 months ago, Lozano was elected to office as a Democrat. The instant things got tough, Lozano jumped ship and joined a party that has betrayed his constituents,” Chairman Boyd Richie said in a statement. “He’s proven he has no core and stands for nothing but his quest to grab and hold power.”

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WHO ARE “THE LITTLE BROWN ONES” IN UNISON WITH THE GOP?

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"More than five years later, Bush, who along with two siblings was dubbed one of “the little brown ones” by his grandfather, former President George H.W. Bush, is in Austin discussing how the 18-month-old Hispanic Republicans of Texas Political Action Committee, which he co-founded, moves ahead after redistricting."

 photo by: Bob Daemmrich George P. Bush, founding board member of the Hispanic Republicans of Texas, pauses at the Austin Club on March 1st, 2012

The seeds of political ascension for a member of the Bush family may have been planted in an Austin eatery whose name conjures up images of Janis Joplin jam sessions.

After Election Day in 2006, George P. Bush — the son of former Gov. Jeb Bush of Florida and the nephew of former President George W. Bush — met with a friend at Threadgill’s to discuss how to propel more Hispanics within the ranks of the Republican Party.

More than five years later, Bush, who along with two siblings was dubbed one of “the little brown ones” by his grandfather, former President George H.W. Bush, is in Austin discussing how the 18-month-old Hispanic Republicans of Texas Political Action Committeewhich he co-founded, moves ahead after redistricting.

“There really wasn’t an entity that was focused on the campaign finance element of Hispanic outreach, nor was there really an entity that was doing the blocking and tackling and mechanics of educating Latinos to actually run for office,” Bush, a 35-year-old lawyer, said of the PAC’s genesis.

Its board includes lawyers, former aides to government officials, advertising executives and a professor, who are working to reach a traditionally blue-collar demographic. Bush said that is part of the message.

“They represent the American dream and are less than a generation from very humble origins,” Bush said of the board members, who have endorsed candidates from myriad backgrounds.

“This organization is also meant to be aspirational, and I think the Hispanic community is aspirational,” said Bush, whose mother is from Mexico.

Democrats say the PAC faces an uphill battle.

“They are delusional if they think they’re making any inroads with Latinos,” said Rebecca Acuña, a Texas Democratic Party spokeswoman. “In Texas, there are 668 Democratic Hispanic elected officials to the 60 in the Republican Party.”

Though Bush is careful when speaking about his own goals, he says he is inextricably linked to politics. For now, however, he is content with his role with the PAC.

His future political success could hinge on how Republicans move forward on specific issues. He supports portions of the DREAM Act, and said he thinks most Republicans would also favor at least certain aspects of it, including a pathway toward legalization for illegal immigrants if they serve in the military.

He also calls himself a “George W. Bush” Republican on other aspects of immigration reform.

“That is essentially securing the border, placing an importance on that,” he said. “In terms of folks already here? Figure out a way where they can be taken out of the shadows and contribute to society and provide an opportunity to contribute and pay their fair share.”

Like his uncle, he also supports the U.S. government’s efforts to aid Mexico in that country’s battles against organized crime.

“My opinion is that we both have a vested national security interest and increasingly [the cartel wars] are infringing upon our national security,” he said. “Therefore, collaboration at the highest level is called for and that means continued collaboration on intelligence and information-sharing.”

It was under President George W. Bush that the U.S. and Mexico signed the Mérida Initiative, an aid package of about $1.5 billion that provides equipment, technology and training to Mexico.

George P. Bush said he wishes he spoke more Spanish, his first language, but it has faded from his life due to a lack of practice. He advocates that Hispanics in America should learn English.

“Whether we like it or not, it is the language of commerce in our country,” he said. “That is not meant to be in a dispirited tone.”

Bush knows speculation about his future will persist. In some circles he has already been dubbed “47.” The talk is flattering, he said.

“I’d love to keep the door open. Politics is in my blood,” he said.

Read More: http://www.texastribune.org/texas-politics/2012-elections/george-p-aims-take-hispanics-higher-gop/

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