Engaging Latinos and Building Trust in Today's New Media Landscape
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The document discusses the importance of engaging Latinos in higher education and community building through social media. It highlights the rapid growth and active participation of Latinos online, emphasizing the need for authentic communication to build trust within this demographic. Key platforms such as Facebook and Twitter are identified as significant tools for engagement, with recommendations for individuals and organizations to share their stories and create meaningful interactions.
Engaging Latinos and Building Trust in Today's New Media Landscape
- 1. Engaging Latinos and Building Trust in Today’s Social Media Landscape
- 2. Welcome!
- 3. Who am I?
- 4. José Huitron(Owner and Creative Director @ HUB 81)
- 5. Why are we here?
- 6. To promote and recruit students into higher education, retain our cultural identity, preserve and study our history, maintain ties with the Xicano community, and become politically active.**MEXA mission statement.
- 8. Your Story!
- 9. Individuals
- 10. Brands
- 12. Communities
- 13. Others…all have a story to share!
- 14. What is your story?
- 15. A wonderful story of:Opportunity
- 16. Progress
- 17. Change
- 18. Action
- 19. Engagement
- 20. Potential
- 21. SuccessOne of today’s biggest stories…
- 22. You!
- 23. Us!
- 24. Latinos!
- 25. Fastest growing demographic in the U.S.
- 26. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf
- 27. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf
- 28. Latinos: A huge online audience…
- 29. 30M Hispanics are online (2010)59.5% of Hispanic population
- 30. 13% of total online usersSource: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.
- 31. That’s more than 50%
- 32. 9% growth 2009‐20103x that of non‐Hispanic White Alone!Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.
- 33. “39M Hispanics will be online in 2014”Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.
- 34. Are all online Hispanics the same?
- 35. No!
- 36. Online(and offline) Hispanics differ by:Age
- 37. Language
- 41. Education level
- 42. Income“Compared to non‐Hispanics, Hispanic adult Internet users……are younger: On average, 8 years younger
- 43. Twice as likely to be 18‐24
- 44. 50% more likely to be 25‐35.”Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.
- 45. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.
- 46. Source: AOL Hispanic CyberStudy’10 Conducted By Cheskin Research.
- 47. Let’s talk social media…
- 48. WITW is social media?WITW: What in the World?
- 49. Social media is not some fad…
- 50. It’s a new form of communication!
- 52. “Media for social interaction, using highly accessible and scalable publishing techniques.”Source: http://www.wikipedia.org
- 53. “Social media uses web-based technologies to turn communication into interactive dialogues.”Source: http://www.wikipedia.org
- 54. Huh?
- 55. Social media is:Peoplehaving conversations
- 56. Some of the most important tools that facilitate today’s conversations include…
- 58. Latinos are born social networkers…
- 59. Latinos embrace social media!
- 60. How are Latinos participating in “web2.0”
- 61. Source: Korzenny, F. & Vann, L. (2009). Social Media Marketing Is A Multicultural World. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100595
- 62. Source: iab(2010). Latinos Online: a driving force. Retrieved from http://www.iab.net/media/file/iab_hisp_research_wg_deck_05-05-10.pdf
- 63. "Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement." Source: Jacobson, A. (2010). The 2010 U.S. Hispanic Social Media & Marketing Overview, presented by Story Worldwide.
- 64. “New media is creating a new generation of influencers and it is resetting the hierarchy of authority…" Source: Foreword by Ashton KutcherSolis, B. (2010). Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Hoboken, N.J.: John Wiley & Sons, Inc.
- 65. “…most of the existing formulas, methodologies, & systems miss or completely ignore the role of new influencers to inspire action, cause change, spark trends, and recruit advocates." Source: Foreword by Ashton KutcherSolis, B. (2010). Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Hoboken, N.J.: John Wiley & Sons, Inc.
- 66. Social media = key…
- 67. A key to creating awareness + true engagement
- 68. And the exciting truth is that…
- 69. Latinos are very active in socialmedia…
- 70. Latinos + social medialeads to dynamic synergy!
- 71. Meet the game changers…
- 72. Latinos in Social Media!(LATISM.org)
- 74. Latinos in Social Media (LATISM)Thought leaders
- 75. Opinion makers
- 77. Policymakers
- 78. Comm. + Marketing experts
- 81. “LATISM is the most powerful and influential network of Latinos/as involved in social media.”Source: http://www.latism.org
- 82. A global impact…
- 85. Interesting…but what tools are they using?
- 86. Let’s talk about the big 3.
- 89. “Facebook was the fourth most visited site by Hispanics in January 2010, representing 45% of the online Hispanic population.”Source: 45% of Hispanics Using the Web Are on Facebookhttp://community.pathoftheblueeye.com/wiki/45-hispanics-using-web-are-facebook
- 90. “Facebook reaches 133 million U.S. users of which 6% are Hispanic; this translates to a total of 8 million Hispanic Facebook users.”Source: Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427
- 92. “Twitter reaches 106 million U.S. users of which 11% are Hispanic; this translates to 4.9 million Hispanic Twitter users.”Source: Vann, L. (2010). MediaPost: Hispanic online publishers turn to twitter. Retrieved from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135427
- 93. Let’s talk about # # #
- 94. Hashtags!
- 96. #LatISM
- 98. Many voices + purpose.
- 100. Active conversation…
- 101. How do we participate in the conversation?
- 102. Be active!
- 103. Blog!
- 104. Tweet!
- 105. Create a Facebook fan page!
- 106. You have fans…you just don’t know it yet.
- 107. Trust is key!
- 108. How do we build trust?
- 109. A social media presence takes time.Be patient
- 110. Be authentic
- 111. Speak with not at people
- 112. Listen first
- 113. Reciprocity is key
- 114. Offer something of value
- 115. C x R x I / S = TrustP.D.C.A.(Plan, Do, Check, Act)
- 116. Be a mensch!(A person of purpose + fortitude)
- 117. Learn more about #LATISM and the Latino blogosphere at Latino2, a celebration of “all things Latino in the digital age”.http://latino2.com
- 118. Thank you for your time!
Editor's Notes
- #62: http://latism.org/latism4haiti-thank-you-from-aarp-foundation/