Another Hispanicize event has come and gone and each year it keeps getting bigger as journalists, bloggers, marketers, advertisers, celebrities and new media professionals come together to be informed not only of the latest and innovative ways to strategically reach the growing Latino consumer demographic but also show their love and pride of the diverse Latino culture that makes up the US Latino communities. I was unable to attend this year’s event but I did gather a week worth of tweets thanks to those that attended. Below you will find the lists of tweets curated from the various panel discussions that were presented at Hispanicize 2013 in Miami. I hope you will find these tweets useful as a resource. Congratulations to Manny Ruiz and his team for putting this event together and here’s to another year of Hispanicize with the latest trends, case studies and innovations within today’s media landscape. If you have anything to add to the list please feel free to comment.

• Hispanics are posting, sharing, tweeting, impacting brands.
• Latino consumer groups spend more time on digital and social channels than others.
• Brands and marketers are definitely more aware of the Hispanic market and community.
• Latinos use social media more than any other demographic in the U.S.
• We need to be careful when we try to make generalization statements about a group that is made up of millions of individuals.
• Brands and marketers are definitely more aware of the Hispanic market and community.
• There are many different segments to appeal to when talking about the Hispanic demographic (consumers).
• Latinos are open to speak to you, but you have to be willing to speak to them in a very meaningful way.
• There is still a digital divide in the Latino community.
• Hispanic markets are segmenting more and brands are becoming smarter about reaching out to them.
• Latinos are open to speak to you, but you have to be willing to speak to them in a very meaningful way.
• Latinos are so diverse and cannot be easily be defined. We are many different things all together.
• There are big things that identify large portion of the market. However, not all statements/identifies apply to everyone.
• Latinos are so diverse and cannot be easily be defined. We are many different things all together.
• Organic content is preferred by searchers. People don’t go to corporate sites they go to stories. Look for moments.
• There will be more male bloggers, dad bloggers, becoming more universal.
• If you go to a conference outside your area, you will open new opportunities for your blog.
• Social is a facilitator of relationships, it is not the relationship itself.
• Experiment, find out what new things people are interested in.
• Digital Latinas can build and kill a business with the drop of a tweet.
• The Latina’s sphere of marketing influence is on steroids.
• We are the cultural evangelists. We want everything customized to us and our virtual playground is huge.
• Use multiple platforms, languages. The audience should be able to CHOOSE how to engage with the brand.
• We are moving fast toward the visual web, photo and video. Common theme, it’s always being talked about.
• We are no longer consumers, we are producers.
• Hispanics engage in 53% more Word-of-Mouth than general public.
• If companies want to be successful in the future they need to engage Latinas now!
• There are still a lot more Latina bloggers out there than Latinos, but we guys are out there to.
• The beautiful thing about these platforms is that they are very easy to track and measure on social media.
• Metrics like impressions and followers don’t necessarily translate into the right brand-influencer relationship.
• The more important discussion is about how a brand is moving the relationship with the consumer not Facebook fans.
• The big challenge is the commitment, the investment over time, when approaching social media activities for Hispanic markets.
• Consumers want you to respond within 30 minutes. You can’t wait days anymore to respond on social media.
• Every brand has a story to tell. You are storytellers, whether you realize it or not.
• The evolution of marketing is social. Consumer is driving this change.
• You need to look at the resources you’re willing to invest. More resources (people, tech, etc.) will often make a better impact.
• You need to have a contingency plan in case of an emergency. Who can you pull in to help manage the situation online?
• Internal training is essential. HR needs to know difference between a hashtag and a handle. CFO needs to understand measurement.
• Play in the space, listen to what’s being said about your brand, BEFORE you launch a “site” (look at the landscape first).
• Listening to the conversation is half the battle in doing social right. You can’t just jump into the conversation cold turkey.
• Clients should manage their own social media.
• You have to try different things, you have to be constantly trying new things.
• Be very careful when one person can set a tone for an entire brand via online social media. Loyal consumers may be lost.
• Webnovelas– the traditional prime-time staple is moving online. Many networks are trying their hand at this new option.
• There is no right way to do social media. It’s about discovering what works.
• It is becoming the normal thing to watch TV while engaging online via mobile phone/device.
• How do we engage consumers when their channel has changed? No longer enough to reach out via TV, need to supplement with social TV.
• We’re in a multi platform world now. It’s not offline or online anymore.
• You need to make sure you continue to be relevant, that you have a share of the consumer’s life (attention, time).
• No matter how many ways I look at it, the landscape changes so much.
• Use social media to encourage trial, advocacy and support in your market.
• Start thinking about cross cultural marketing efforts. Know who u are talking to.
• It’s not just about reaching the mom bloggers, it’s about reaching moms who happen to be active in social media.
• Take your message from the big screen to the small screen… With social media on your mobile.
• I don’t feel that social media should be measured like a Nielsen. True reach would need long-term measurement.
• Old marketing was dictation… new marketing is communication. Change from Convince and Convert to Converse and Convert!
• Millennials hate traditional media. Focus on telling interesting stories and show your message in engaging ways, memes!
• Brands, want to build engagement, interaction, relationships… tap into passions.
• Relying on traditional PR is dead! We must integrate innovative techniques and reach consumers where they are!
• We need to understand that millennials scan, and that’s how they consume news, and we need to adjust to that.
• The Hispanic experience is not monolingual.
• Relationships are still important in media relations, especially in Spanish and Hispanic news outlets.
• In the new world of content marketing, the Content “is” the Marketing.
• The era of self-serving pitching is long-gone. Be happy with being mentioned in the story.
• You need to incorporate digital into your content delivery and your pitching strategies.
• Some Spanish-language media are taking pitches/information in English and publishing the story in Spanish AND English.
• You need to use viral content to enhance your news releases.
• Learn who is influencer on social networks, get to know them and what they cover.
• Consume Hispanic media. You need to keep an eye on trends, issues, coverage so you can pitch effectively.
• Not enough to have materials in Spanish, needs to be culturally-relevant.
• Tailor your message — this is very important when pitching for Hispanic media.
• Put together the story, info & background & interviews, needed for the story. It needs to be news and not an “ad” for your product.
• URLs are user facing and should be considered important UI elements.
• Everyone who can think and type has the power to be a publisher.
• There’s a language fluency that’s about the language of the culture that you can’t learn in a classroom.
• Stay positive online. People don’t want to see or hear the negativity.
• As a brand, if you invest in a culture, you will reap the benefits later on.
• On Twitter you are setting your social media presence for your employer and for your personal success to.
• If you have something really good, share it in both languages.
• A personal account belongs to the person behind the account. If an account belongs to the organization, put it in writing.
• In media and public relations, your words and actions are always open to the public, so make smart choices. What they see is what they believe.
• Important to remember… Twitter’s not just about who you reach here, but who your followers reach beyond Twitter.
• Scent is one of the most powerful sensory marketing tools you can use.
• Hispanics will not change to generic brands to save money because they like the smell of the “designer” brands.
• There is science, technology and branding behind scent marketing.
• The gatekeepers are gone – now we can connect directly with our audience and provide the services they want.
• How to get the media’s attention? Give them a story and something they can interact with.
• Companies recognize that they need Hispanic PR practitioners to address the market needs and be culturally relevant.
• When pitching a story, what’s the interactive component? What’s the relevance to show/publication? Your story needs to be complete.
• Hispanics today are 32% more likely than non-Hispanics to consider video games as their main source of entertainment.
• If you don’t have a personality, you have to develop one.
• Do you have the skills for a multi-platform media environment? If you can’t write the story, take the photo, edit the video, LEARN!
• Think of yourself as a brand, think of yourself as a business. Think of journalism as a business.
• We have a great need for bilingual camera operators, technical directors, etc. There is a struggle to staff these positions.
• The future of Hispanic journalism, it is about being part of the story through the blogger experience.
• Bloggers need to develop their social media presence. Do this by being authentic and nurturing relationships
• You need to make sure you have a holistic plan and consistency in your message across all outreach channels.
• Bloggers must produce original, fresh, well-written content on a regular basis.
• Beyond Demographics to Psychographics: the study of personality, values, attitudes, interests, and lifestyles.
• Time to merge the “Latino Market” with the general market, perhaps even bring the General Market into Latino Market strategies.
• Millennials are the critical influencers in US Hispanic households.
• As long as we continue to have “unique” market segments, there will a be a need for culturally-relevant content.
• 53% of Americans own a smartphone.
• Reaching the Hispanic market has to be about cultural relevance. One size does not fit all. All while staying true to your brand.
• For millennials – they need a reason to believe in the companies they support.
• Hispanic market trends: companies must stay relevant and stay on top of trends within the community.
• Hispanics overindex on media consumption. General market is doing things we did 2 years ago.
• You have to understand your audience on Facebook. You have to understand your brand.
• Brands and bloggers share some values, they are both looking for great content, cultural relevance, long term partnerships.
• Brands are looking for content. Look at ways to do cross-promotion. Share your content!
• An editorial calendar that incorporates emarketing, social media, blogging, press releases is a MUST!!
• Many times the reasons why Latinos use products is tied to culture.
• When you pitch me, don’t tell me who you are, show me what you can do.
• Authenticity and storytelling are two of the most important things a blogger can do.
• Bloggers are educating brands.
• As current blogueras grow, the influence of Spanish-dominant bloggers will increase.
• Creative departments need to become a creative community.
• When shooting video on phone – shoot HORIZONTALLY, not vertically.
• Experiment, find out what new things people are interested in.
• If you publish original content, you will set yourself apart as a brand or an individual.
• Brands need to understand that the way to approach men is different than how you approach women, including bloggers.
• Remember a BRAND is what you DO but a REPUTATION is what people REMEMBER you for.
• Keys to marketing now- participate, measure, test.
• You know your audience. It’s more fulfilling to help fill a need in your community.
• 52 million Hispanics in US, 60 million in a few yrs. segment ranking: 1) Mexicans 2) Salvadorians 3) Cubans 4) Dominicans
• Secret to innovation: childlike imagination. Allow me to doodle, daydream.
• Be where your consumers are, speak to them the way they want to.
• Empower your employees to interact on their networks. If you block them, they will find a way around 2 access them anyway.
• Relationships are the new currency, honor them, invest in them and start measuring your ROR!
• Think reputation not ranking, think connection not network, think loyalty not celebrity.
• Social media drives engagement, engagement drives loyalty, loyalty correlates to increased sales.
• If you are only focused on the money, you risk completely overlooking the people.
• SEO continues to evolve. Create valuable content; use SEO tools. Connect. Do link building.
• Latino SEO Panel tips: write content for humans not for machines – use natural language.
• What makes you powerful in the age of social networks is your “portfolio of socialbility.”
• SEO panel says video is powerful, but the news must also be “authentic” -must be if interested. That’s how to engage.
• Is Hispanic marketing failing? The truth is that we’re approaching marketing the wrong way.
• Content distribution makes sense when its authentic and relevant.
• “You’re all searchers,” write what you would want to read, and index it how you would search for it.
• Successful SEO requires cross-functional teams (pr, social, media, seo, digital, etc) working together.
• Bing does a pixel analysis of an image, in terms of image search, Bing is much better than Google that only uses text search.
• YouTube is one of the biggest search drivers this year, involve it in your content somehow.
• As search engines become more intelligent, it’ll discern out-of-context content.
• Greatest search engine is your mind…the machines are learning from you & using tech to keep pace.
• If people share your content, it gets indexed for sure and more people see of more.
• If you want to reach Hispanics, go mobile. 16% of Latinos are using mobile to shop vs 10% of General Market. Panel on Mobile Marketing.
• 60% of people will leave a site quickly that’s not mobile friendly. This should scare a lot of people.
• Forbes says that if you want to reach Hispanics go mobile.
• Mobile Social Media advice: “Massive is no longer the answer, everything is personal.”
• Latinas are the economic emerging market in this country.
• Shopping for Hispanics is a family affair.
• Hispanic Mobile Marketing: shopping is a social affair
• The person that Hispanics bring with them to shop is the person who influences the purchase and it’s all about the best deal locally.
• Retailers should rethink apps that allow Hispanics to compare prices against competitor stores.
• Everyone is an influencer. Stay in touch.
• By 2043 Hispanics will be over 100 million strong in the US.
• Next to Mexico the US has the largest Spanish speaking population.
• The essence of Social is that it provides a platform for “collaborative consumption.” Content is the facilitator.
• Make story-telling, and being social a part of your brand DNA.
• The more responsive you are to your audience, the more responsive they’ll be to you and that’s where relationships are born.
• Face-to-face engagement needs to be key differentiator for in-store retail.
• Content is such a vital part of a consumer’s experience with a brand and a critical part of the value proposition.
• Hispanic seniors using tablets more than computers. They’re cheaper and easier to use.
• Brands should not just look at numbers when considering bloggers to work with them. Engagement and community are vital.
• Bloggers, follow up with brands, be consistent and put yourself out there.
• Go above and beyond when working with a brand. Why not? Especially if you love the product.
• The more you can promote your post, and get engagement, the better when working with a brand.
• Brands should not only look at unique visits. Engagement and community often trump that.
• A number doesn’t mean anything. I don’t believe in numbers. It is all about how you put yourself out there.
• Your email never goes away so build your followers in an email list.
• Bloggers are Educators that help others.
• YouTube has 4 billion hours of videos watched every month.
• Fact: 72 hours of content is uploaded into YouTube every minute.
• If somebody leaves a comment on your blog, reply to it.
• Don’t just take something because it’s a paid gig. It has to resonate with your audience.
• Many of the defining channels of the next generation are being developed on YouTube today.
• Quality matters. Produce your best. Reply and reconnect.
• Blogging is like traditional media outreach. Have to pitch relevant material.
• If the top 5 YouTube channels were stacked against cable channels, they would be among the top 20 viewed.
• I don’t sell out to brands. I only blog about what I like or what I’d use.
• Know what your blog is about and what your core message is before working with brands.
• Work with brands you connect with. Build Relationships with brands.
• I establish relationships with PRs and it works really well. They lead to opportunities.
• US Hispanics are more likely to opt out of cable TV than general market.
• Bloggers are their own media company.
• U.S. Hispanics are 50% more likely to own a smartphone from Google’s multicultural marketing lead.
• Digital is the way to go for U.S. Hispanic brands.
• Since 2007, YouTube created the partnership program. They team up with creators and split the ad revenues.
• The most important fact is that YouTube reflects our lives. YouTube is the new TV.
• The US Hispanic market is digital, mobile, and social. They are consuming more streaming videos than ever before.
• YouTube has 25 millions of Hispanics on their platform.
• The challenge is not having enough resources to analyze the data we receive about viewership on YouTube, that’s the next phase.
• Visit youtube.com/yt/creators for tips on monetizing videos.
• Our job is to make sure that we’re delivering our content in as many platforms as possible.
• The trend is that digital video production is going to increase. Content delivery in mobile devices is increasing.
• YouTube networks must add value to you as a video blogger.
• 500 years worth of YouTube videos are watched every day.
• Video and YouTube : People are looking for specifics and are curating their own content.
• The move to original online video content is not a trend, it’s a reality.
• Make it happen today… Seek out, Engage, Connect… It’s all about Relationships!
• Google+ Is the platform that unifies all of the Google products, synchronize all of those platforms.
• It’s time for Latino journalists to make their own way in the media industry.
• No time for a post, snap a pic and post it on Instagram.
• Want to promote your content? Do it on Facebook and Twitter, and it will show up in Bing; unlike Google, we index them!
• Google Hangouts allows you to leverage what you’re doing on YouTube to create engagement through both content and conversation.
• Google+ is an opportunity to learn more about human behavior.
• If your audience/consumers are not using Google+, why are you? Search value is not enough. They will find you regardless.
• Each one of you journalists are a brand. You need to represent yourself.
• Media companies are starting to really reflect what the market looks like. This means increased content in Spanish/bilingual.
• Sometimes we get into trouble but that’s the price of being innovators.
• Latinos are more likely to click through an ad and actually watch it on YouTube.
• Content’s such a vital part of consumer’s experience with a brand & a critical part of the value proposition.
• Digital is trying to break into broadcast. Broadcast is trying to break into digital.
• Customers referred by other customers have a 37% higher retention rate.
• On social networks, spend 90% of time educating and 10% marketing to them.
• Relationships are paramount when working with bloggers. Get to know me, reply to my emails.
• Brand Advocates spend 2x more than avg customers and recommend or share 2 to 4 x’s more.
• Brands need to have shareable story for social media engagement to drive business.
• Stereotypes aren’t bad in film as long as you turn a negative into a positive. There is some truth in Stereotypes.
• Research shows that 80% people prefer to get magazines in paper versus digital. For women, this is because we save the issues.
• NBC Latino says US born Latinos prefer to get their news in English, but for it to be culturally relevant.
• The movies become hyperactive due to the organic conversation that happens in Social Media.
• People are consuming stories more than sites.
• For US-born Hispanics, immigration tends to be 5th or 6th on the list of things that are important in news reported.
• If Latinos are central in stories as the affecters and not just the affected, that makes ‘Latino’ news powerful.
• Mobile-friendly option: third-party templates mobile.conduit.com customize to give your mobile site a more personalized look.
• Mobile-friendly site options: WPTouch. Get right to content, no pinch and zoom…and it’s FREE!!
• Spanish-speaking Hispanic Word-of-Mouth is highly actionable.
• For Hispanic TV Networks challenge isn’t about English vs Spanish. It’s about reaching a bi-cultural audience with relevant content.
• Only 3% of writers for TV and movies are Latinos.
• Less than 1% of Latinos are in top news and when they are it’s usually a negative story.
• As much as Hispanics are becoming Americanized, Americans are becoming “Latinized.”
• Custom content marketing goals on behalf of brands: awareness, connection, rapport.
• We are able to create custom content and push it through social media in order to impact brands and issues.
• Don’t put us in a box if you want to make a real, emotional connection with us. We are complex and distinct.
• Engage Latinas around what they are passionate about.
• When brands can provide a platform to enable Latinas to tell their story – that’s what it’s all about!
• Engage Latina millennials.
• It’s important to refresh a campaign every year.
• 82% of Online Latinas prefer content in English.
• Tweens, kids aged 7-12, drive $150 billion in household purchase.

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