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

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

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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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HOW DO HISPANIC AMERICANS IDENTIFY THEMSELVES?

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

Just over half of Americans of Spanish-speaking origin have no preference between the terms “Hispanic” and “Latino,” according to new data from the Pew Hispanic Center. Of those with a preference, 33 percent preferred “Hispanic,” versus the 14 percent who said “Latino” better describes them.

How Hispanic-Americans identify themselves is only one aspect of the detailed picture provided by the Pew study released Wednesday. The Pew Center asked a sampling of the 50 million Latinos around the country questions about culture, social attitudes and life in the U.S.

The survey began with a simple question: “What do you call yourself?”

When it comes to identity, Mark Hugo Lopez, associate director of the Pew Hispanic Center, says it’s not the name that counts, but where you’re from.

“More than half of Hispanics overall say it’s the name of the country of origin of their families or their ancestors — names like Mexican, Dominican or Cuban, for example,” Lopez says, that matters most.

And that association with country of origin is highest among immigrant Hispanics.

But whether respondents were first-generation immigrants or third-generation descendants of immigrants, there was agreement on one thing: the importance of language.

“We found that virtually all Hispanics think that U.S. Hispanic immigrant adults should learn English,” Lopez says.

But researchers “also found that when we asked Hispanics about the importance of Spanish, virtually all of them say it’s important that future generations speak Spanish.”

In other words, English fluency should not come at the expense of that important cultural link to their country of origin.

Marketing expert Laura Martinez writes and blogs about Hispanic consumer interests. She says one of the biggest misconceptions among marketers involves language.

“Still, a lot of people think all Hispanics speak Spanish, or all Hispanics speak Spanish only,” Martinez says.

In an effort to reach out to that population, that assumption has led many companies to make marketing missteps, Martinez says — like the very popular “Yo quiero Taco Bell” ads, featuring a hungry Chihuahua.

To Taco Bell’s credit, Martinez says, the fast-food chain’s marketing philosophy has evolved. The current campaign is offering everyone “mas for their money” — more for their money.

The blending of cultures is a strong theme throughout the Pew study results. Lopez points to data that younger Hispanics are marrying outside their ethnicity at rates higher than the general population.

“We’re seeing, in many respects, Hispanics who are newlyweds marrying someone who is not Hispanic,” Lopez says. “And that Hispanics and Asian-Americans are the ones most likely to do that, compared to any other group.”

photo source: 30minute.weebly.com

More than 80 percent of Hispanics interviewed said they’d have no problem if their children married someone from a different heritage, whether or not that person was Hispanic.

That openness to other cultures is also reflected in popular culture, as in ABC’s Modern FamilyIn the sitcom, a Colombian-born character, portrayed by actress Sofia Vegara, is married to non-Hispanic Ed O’Neill. The cross-cultural lines often become tangled as the two interact on screen.

In the end, says Martinez, it’s all about inclusion. She says marketers like Nike and Apple are successful because they don’t lean on ethnicity, but rather show a mosaic of races and ethnicities using their products.

Businesses that don’t figure out how to approach Hispanics correctly may find that’s an expensive mistake, Martinez says.

“Think about it,” she says. “We’re talking about a population of 50 million people. This is a market that’s growing. They’re buying cars, they’re getting mortgages, they’re sending their kids to school,” she says.

And they’re doing it with companies and services that understand their myriad interests and cultures.

READ MORE: NPR

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ESPN’S HISPANIC AUDIENCE GROWS BY 15% FAR EXCEEDING THEIR NON-LATINO GROWTH

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

On Wednesday, ESPN released its first Spanish language ad. “Esto es SportsCenter,” the ad reads. The translation: “This is SportsCenter.”

The decision to run a Spanish language ad is a reflection of the company’s growing Latino audience, according to The New York Times.

ESPN’s Hispanic audience increased by 15 percent over the past five years, far exceeding their non-Latino audience growth.

While ESPN is looking to reach this Latino audience, an estimated 60 percent of those viewers watch only their English-language programming, while only 20 percent watch only their Spanish-language ESPN Deportes, according to The New York Times report.

But ESPN, who launched their Spanish language network in 2004, is facing competition for the Latino market. Univision will introduce it’s own sports news channel, Univision Deportes, on Saturday.

Growing Latino audiences have also caught the interest of marketers outside of sports networks. And, it’s not just Spanish speakers they’re after.

In recent months, the booming U.S. Latino population has prompted media outlets to expand English-language programming marketed towards Hispanic audiences.

Fox News launched its own English-language Fox News Latino website. Univision, which recently started an English-language Tumblr, is also allegedly in talks with Disney to create an English-language television network. And NBC, which will soon officially launch NBC Latino, also oversees Telemundo’s cable channel Mun2 which features bilingual programming. And lastly, The Huffington Post, launched its English-language LatinoVoices section last August.

As Latino immigrants assimilated and learned English, many marketers presumed they’d fade quickly into mainstream English language media, advertising executive Roberto Orcitold NPR. But to the surprise of many — a bicultural Latino audience interested in consuming English-language content has emerged quickly in the past few years.

“We take the best of American culture that we came to adopt and love,” Roberto Orciold NPR. “And we keep the best of our culture that we value.”
“And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique,” Orci added.

READ MORE: HUFFINGTON POST

WATCH: SportsCenter’s New Spanish Language Ad

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WHEN DID POLITICIANS BEGIN TO CAMPAIGN TO HISPANIC VOTERS?

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

One of the earliest Spanish-language political ads dates back to 1960, when a young Jackie Kennedy spoke into the camera in Spanish, urging voters to elect her husband, then-Senator John F. Kennedy.
Voten ustedes por el partido Demócrata el día 8 de noviembre,” she said, adding “Que viva Kennedy.” Her husband’s “Viva Kennedy” clubs were some of the first efforts to energize Latino voters in a presidential race.

These days, courting that voting bloc is a must for anyone running for president, or any office in the Southwest. But syndicated columnist Ruben Navarrette, Jr., says too many political operatives are still clueless about this country’s diverse Latino population.

“They feel now obligated to learn about it,” Navarrette said. “But we really are sort of this foreign entity to them, and they are just like walking on the moon trying to figure it out.”

So to get their bearings, campaigns and candidates have historically reached for a few familiar props to help them connect with these voters. The most obvious prop? Mexican food. Though Navarrette says he is sick of campaign events that come with a side of salsa.

“There are a lot of different ways you can relate to me, things we may have in common,” Navarrette said. “You don’t necessarily have to break it down to — ‘you know, you like tacos, I like tacos, let’s have a conversation about tacos’.”

In fact, that brand of superficial campaigning is known as “taco politics.” That is according to Stephen Nuño, a professor of politics and international affairs at Northern Arizona University.

But taco politics can backfire.

“One of the most famous moments was when Gerald Ford ate tamales,” Nuño said. Ford was in front of a Texas crowd in 1976, during the Republican primary. But he didn’t know the tamale’s corn husk wrapping isn’t edible. “So he took a bite out of the tamale with the husk still on it,” Nuño said. “And of course that doesn’t look good, it doesn’t taste good, and it only shows just how distant President Ford was to the Hispanic culture.”

Nearly a half-century later, the current Republican presidential contenders have their share of gaffes under their belts.
Mitt Romney used Fidel Castro’s slogan in a speech to a Cuban American crowd in Miami. Rick Santorum told Puerto Ricans they should speak English if they want to be a state. And there was the time Newt Gingrich seemed to call Spanish the language of the ghetto. “The words I chose to express myself weren’t the best ones,” Gingrich said afterward in a video message delivered in Spanish with a heavy American accent. He explained that he meant to say that English is necessary for progress and success in this country.

”]While criticizing Spanish speakers may be a sure way to lose Latino votes, it’s not clear how effective reaching out to voters in Spanish really is. Stanford University political scientist Gary Segura estimates that around 70 percent of the Hispanic electorate uses English as their main language.

“Even if you advertise in Spanish, that doesn’t necessarily mean you are reaching the preponderance of voters,” Segura said.

Plus, producing ads in Spanish can be risky if campaigns don’t get the wording just right. Because of regional language differences, certain Spanish words can sound innocent to one audience, but obscene to another. Take this ad from Shelley Berkley, a Nevada Democratic congresswoman running for the U.S. Senate. The ad, in Spanish, attacked her Republican opponent, Sen. Dean Heller, on his immigration record.

Her ad said Heller opposed immigration reform and would even deport grandparents and separate children from their mothers—or “hijos de sus madres.” It is subtle, but that phrase unintentionally sounds the same as the Spanish equivalent of ‘S.O.B.’s.’

In a way, most of these examples could be chalked up as cosmetic missteps. But Ruben Navarrette says there is a fundamental problem with how presidential campaigns are reaching out to Latinos.

“The number one reason campaigns are struggling is they need to shut up and listen,” Navarrette said. His advice circles back to the Kennedy family, the pioneers of Latino voter outreach. “Famously in 1968, Bobby Kennedy went before the Mexican-American community and he asked two questions, ‘What do you want, and how can I help?’” Navarrette said. “Think about that for a second. Nobody does that anymore.”

This LA Times photo captures a moment of
friendship between Bobby Kennedy and Chavez
during Chavez's 25-day fast in 1960.

READ MORE: FRONTERA DESK

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TELEMUNDO WASHINGTON D.C. NOW AVAILABLE IN HD ON VERIZON FiOS TV

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

Telemundo Washington, D.C., is now available on Verizon FiOS TV in high definition for customers in the Washington metropolitan area. Telemundo Washington was the first Spanish-language television station in the nation’s capital to deliver local news in HD.
Telemundo HD can be found on FiOS TV Channel 520 except in Anne Arundel and Howard counties, where it is on Channel 521. Telemundo is already available in standard definition on FiOS TV Channel 20, and on Channel 21 in Anne Arundel and Howard counties.
“We are extremely excited to continue our growth within the Washington, D.C., metro area,” said Nicole Quiroga, station manager of Telemundo Washington. “Thanks to Verizon FiOS, WZDC is able to reach more homes with our innovative and quality local and network programming.”

Michelle Webb, director of content acquisition and programming for Verizon, said: “FiOS TV strives to offer authentic, high-quality programming, including leading Spanish-language channels like Telemundo. We are thrilled to be able to add Telemundo’s HD channel to our lineup for our customers in the Washington, D.C., market, and we are certain that many will take advantage of all of the programming that Telemundo has to offer.”
The station recently expanded its news studios with a state-of-the-art facility, and “Telenoticias Washington,” Telemundo Washington, D.C.’s local news, is celebrating its 10th anniversary this spring. Some of the Telemundo HD programming that FiOS TV customers in the Washington metro area will enjoy includes:

“Telenoticias Washington”– Widely recognized as “La Voz de la Comunidad” (The Voice of the Community), this program continues to be the preferred choice for the Hispanic community in the D.C. metropolitan area, airing Monday through Friday at 6 p.m. and 11 p.m.
Primetime Lineup — Telemundo broadcasts and produces original content in HD, including the new novela “Corazon Valiente,” which premiered March 6, at 9 p.m. “Una Maid en Manhattan” airs at 8 p.m. and “Relaciones Peligrosas” at 10 p.m.
Sports — Telemundo is the home of the 2012 Mexican League Soccer and the CONCACAF Olympic Qualifying Tournament, which takes place March 23 through April 2.
Viewer Favorites — The dating game show “12 Corazones” airs at 2 p.m., the court show “Caso Cerrado” at 4 p.m. and Telemundo’s news magazine, “Al Rojo Vivo,” at 5 p.m.
WZDC HD joins FiOS TV’s broad collection of programming, which offers more than 540 all-digital channels, including more than 140 HD channels and 35,000 monthly video-on-demand titles. Verizon also features a robust Spanish-language offering with FiOS TV’s La Conexion and Spanish Language packages, which feature more than 41 of the most popular Spanish-language channels.

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