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8:00am

8:30am

Making the Transition from Novelas to Mainstream TV and the Big Screen: Actors Workshop ( 1/2 DAY WORKSHOP)
    Tuesday April 10, 2012 8:30am - 11:30am @ Met 5 (3rd Floor) (J.W. Marriott Marquis Miami)

    Session Hashtag: #Hispz12 #NVLA

    Moderator: 

    Bel Hernandez, CEO Latin Heat Media, LLC

    Speakers:

    Paulo Andres, Rothman / Patino / Andrés Entertainment, Acting Coach/Manager

    Celines Toribio, Actress (America, Tropico de Sangre)

    Gabriel Porras, Actor (Unknowns, Reyna del Sur)

    Sonya Smith, Actress (Unknowns, Corazon Valiente)

    The entertainment industry is seeing a surge of demand for content across multiple platforms ranging from film to TV to Web.  This content revolution is opening more doors than ever before for Latino actors but historically it's always been challenging for telenovela actors to transition to mainstream U.S. films and TV.

    In this two part session we begin with an in-depth conversation with a top talent agent as well as several Spanish-language telenovela actors who have successfully made the "crossover" into mainstream U.S. films and TV roles.

    Part two of this powerful actor's workshop concludes with a highly respected Hollywood acting coach and manager who will conduct an actor's workshop.  


    Type Film


9:00am

LGBT Latinos: Why Smart Marketers Get It and Which Brands Are Doing it Best
    Tuesday April 10, 2012 9:00am - 10:00am @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAG:  #HISPZ12 #LGBT

    MODERATOR:

    - Gabriel Reyes, Principal, Reyes Entertainment

    SPEAKERS:

    - Monica Trasandes, Director of Spanish-Language Media, GLAAD

    - Brian Pacheco, Spanish-Language Media Strategist, GLAAD

    George Carrancho, Manager of Diversity Markets, AmericanAirlines

    SESSION OVERVIEW:

    Studies and polls show that Latino support for LGBT issues and people is growing. This is, in part, because many Latinos know LGBT people who are family, friends or co-workers. The LGBT movement among Latinos in both the U.S. and worldwide is also growing—in the US and Latin America, people are coming out and speaking out in media. Smart marketers have noticed: LAN Chile in 2010 was a supporter of the Pride March in San Francisco. American Express, IBM, Levi Strauss, Delta and many other corporations now advertise in LGBT media in the U.S. and internationally. This session will focus on trends in LGBT support and how to successfully communicate with these media consumers.

     

    In this session you will learn:

    ·         What studies and polls say about Latinos’ attitudes toward LGBT people and issues

    ·         What is happening in key LGBT movements in Latin America

    ·         How media portrayals have evolved along with public opinion

    ·         How social media platforms like Facebook and Twitter are connecting people and creating activist communities online.

    ·         What brands are targeting LGBT consumers and which stand out.

     



    Speakers
    President, Reyes Entertainment


    Type Advertising, PR


10:00am

From Tech Laggards to Leaders: The Latino Digital Divide Revisted
    Tuesday April 10, 2012 10:00am - 11:00am @ Met 7 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #LDD

    MODERATOR:

    Cynthia Corzo, Executive Editor, Hispanic Market Weekly

    SPEAKERS:

    • Gustavo Razzetti, Chief Strategy & Engagement Officer, Grupo Gallegos
    • Jose Marquez, Executive Director of the Latinos In Sciences Technology Association (LISTA) and member of the FCC’s Advisory Committee for Diversity for Communications
    • Borja Perez, VP of Digital & Social Media, Telemundo

    SESSION OVERVIEW:

    Not so long ago, research companies were talking about the “Digital Divide” between General Market and Latino consumers. Recent research has shown how this phenomenon is changing: Hispanics are moving from Tech Laggards to Tech Leaders. Hispanics are adopting new technologies –including Social Media and Mobile — at a faster speed than other segments.

    With a smartphone penetration of over 45%, Latinos are leading the mobile web trend (Google predicts that by 2013 most of web access will come from mobile devices).  The same is at play with social media: Latinos are spending more time, growing at a faster pace and playing a more active role by creating content and using social media tools as a way of influencing their peers. Hear three experts discuss the new face of Latinos online and how companies can benefit from this new reality.

    In this session you will learn:

    • Why the old Digital Divide is almost fully a thing of the past for Latinos
    • The new digital reality of Latino consumers
    • Opportunities for marketers
    • How Latinos are leading the mobile web and social media revolution
    • Examples and case studies
    • Best practices in maximizing technology to target online Latinos

    Type Advertising


10:00am

Press Conference wtih Cesar Millan
    Tuesday April 10, 2012 10:00am - 11:00am @ Press Room (4th Floor, Gallery 3)

    Note to press regarding access to Latinovators: The Latinovators: Maria Elena Salinas (4/11), Nely Galan (4/12), Emilio Estefan (4/12), Cesar Millan (4/13) will also be giving media interviews directly following their presentations in the Press Conference room.



    Speakers

    Type GENERAL
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


10:00am

Non-for-Profit Case Study: Using Social Media to Deliver Health Messages and Engage with Latina Moms and Families
    Tuesday April 10, 2012 10:00am - 11:00am @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #NFP

    SPEAKERS: 
    Lilliam Acosta-Sanchez, Director of Latino Outreach, March of Dimes
    Carla Briceno, Co-Founder, Bixal

    SESSION OVERVIEW: 
    Through the March of Dimes Hispanic Outreach efforts, millions of women and their families from around the world can actively participate in their own health decisions by gathering information, receiving answers to often complicated and difficult questions and getting support from other community members who are in similar situations. Social media has expanded the way we communicate with our audience. Through an integrated Spanish language presence online, the March of Dimes maximizes outreach and engagement across audiences and media. It provides bilingual access to the Pregnancy & Newborn Health Education Center through which women have received answers to over 23,000 personal questions in 2011. The Spanish-only website, nacersano.org, had over 7 million unique visitors in 2011 and its blog had an average of 1,650 views per day.

    In this session you’ll learn how the March of Dimes uses the web and social media to deliver solid health information that meets the needs of Hispanic women, reinforces positive behavior and furthers its mission to improve the health of all babies. March of Dimes has developed a unique and culturally-tailored presence to engage, educate and inform their specific segment of the Hispanic community. From culturally-relevant imagery and content focused on the specific needs of its audience to using social media to engage Latinas and answer their questions, the March of Dimes is a useful case study for other nonprofits (and even for profits) on how to reach and serve this dynamic and diverse audience.

    In this session you will learn: 

    • How nonprofits can use social media to promote their mission and increase awareness within their Hispanic community?
    • How to identify key issues and/or messages that are relevant to the Hispanic community and will help create conversation.
    • Why high-quality content focused on the needs of your Hispanic audience is important?
    • How does the March of Dimes plan to continue building on its successful experience?

     


    Type Social Media


11:00am

11:25am

First Annual Champions of Corporate Diversity Lunch (Co-sponsored by UnitedHealthcare and PRSA)
    Tuesday April 10, 2012 11:25am - 12:25pm @ Ballroom (3rd Floor) (J.W. Marriott Marquis Miami)

    MODERATOR: 

    - Jorge Plasencia, Chairman, República and Vice Chairman, National Council of La Raza (NCLR)

    SPEAKERS: 

    - Ibi Fleming,
    Senior Vice President and Managing Director - North America region, Herbalife

    - Alma L. Guajardo-Crossley
    , Director for Diversity Initiatives, General Motors 

    SESSION OVERVIEW:

    General Motors,UnitedHealthcare and Herbalife executives will share corporate best practices that have helped make their companies among the most best places for women and Latinos/as to work for.  

    Learn what a good diversity champions are doing to implement equality of opportunity and how they work with their executives to ensure that diversity is part of their companies' core mission. 

    In this session you will learn:

    • What diversity means to Diversity Champion companies
    • How Diversity Champion companies develop and maintain good practices in valuing diversity and implementing equality of opportunity
    • The proper way to implement diversity supplier programs
    • How General Motors has achieved success as a corporate leader in diversity
    • How a strong focus on diversity directly and indirectly leads to better business outcomes for corporations

     


    Type GENERAL


12:30pm

Is Your Brand Ready to Engage Latinos Online?
    Tuesday April 10, 2012 12:30pm - 1:30pm @ Met 5 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Ready

    MODERATOR

    Karla Fernandez Parker, CEO, K. Fernandez & Associates

    SPEAKERS

    - Wally Sabria, Senior Vice President - Social Media, The Axis Agency
    - Laura Spencer, Social Media Manager, Disney Destinations 
    - Manny Santos, Director, MultiVu Latino 

    Is Your Brand Ready to Engage Latinos online? When deciding the best approach to start a social media strategy aimed at the Latino audience, taking the first steps can be the most difficult. Determining the nature of the conversations and the platform to use are just two areas to consider. How to get started? How to make the most of your engagement? Some of the nation’s leading brands will share how they developed their social media strategies and platforms to engage Hispanics online.

    In this session you will learn:
    * How to establish the right framework for social media interaction
    * Making your brand be relevant
    * Creating a sustainable approach to social media
    * Brands who get it right


    Type Advertising


12:30pm

Café Con PR: How the Power of Twitter Helped Dunkin’ Donuts Introduce Café Con Leche and Cuban Flatbread Sandwich in Miami
    Tuesday April 10, 2012 12:30pm - 1:30pm @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #DD

    Social media has dramatically changed the branding game, creating a new set of opportunities when it comes to introducing new menu items and creating positive feeback. Creating a two-way conversation by listening and personalizing, beyond the normally one-sided interaction, can change a blogger into lifetime loyal customers.

    In this case study session you will hear how Dunkin Donuts introduced Hispanic menu items to Miami in a creative, impactful way.  From blog ambassadorships to tweet-ups, word-of-mouth is the ultimate factor for a brand today.

    Knowing how to communicate with bloggers in the online space is vital to continuing a relationship and ensuring an excellent customer experience from beginning to end. Although traditional media is still effective in promoting new items, the power of social media spreads like wildfire.

    In this session you will learn:

    • The blueprint on how to successfully introduce new items into the Hispanic   community via Twitter
    • How to create a Tweetup strategy
    • How to develop communications guidelines
    • How to measure your social media success
    • The keys to selecting the right blog ambassadors for your product/service


    Speakers
    Vice President of Client Services at Tilson PR

    Field Marketing Manager for Dunkin’ Donuts in South Florid…


    Type Social Media


12:45pm

Latino Social Media for Social Good Half-Day Training: The Ultimate Guide for Non Profit Organizations Serving Hispanic & Multicultural Communities ( sponsored by Univision & Plus Three)
    Tuesday April 10, 2012 12:45pm - 5:45pm @ Ballroom (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #SM4SG

    ***  Due to limited space, this session is for NON-PROFIT ORGANIZATIONS ONLY! 

    MODERATOR:
    Cristy Clavijo-Kish, CEO, Hispanicize digital

    SPEAKERS:
    - Patricia Perez, Principal, VPE Public Relations
    - Eva Smith, Partner, Latina Mom Bloggers
    Juan Proano, Co-Founder, Plus Three
    - Estuardo Rodriguez, Staff Director, Friend of the American Latino Museum 

    This intensive half-day session features communications training specifically tailored to help non-profit organizations serving Latino and multicultural communities maximize their use of public relations and social media with a deep focus on social media.   Tools like Facebook, Twitter, blogs and more will be covered.

    In this session you will learn:

    -       The context of Latino social media: facts and figures

    -       How to build social media initiatives that resonate with the Latino communities you serve

    -       How to work with Latino bloggers

    -       How to deliver your message online

    -       How to set up and manage your non-profit’s Facebook and Twitter community platforms for Hispanic audiences

    -       How to maximize your use of video to tell compelling stories

    -        What campaigns create more engagement and responses

    -        What free and low-cost online tools you should consider

    -       How to use social media to fundraise

     


    Type Social Media


1:35pm

Blogging 101 (en español)
    Tuesday April 10, 2012 1:35pm - 2:35pm @ Met 5 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #B101SP

    Speakers:

    Yoly Mason, Las Blogueras

    Rory Lassanske, Mama Contemporanea

    SESSION DESCRIPTION:

    This is the Spanish-only version of the session described below.

    If you recently started your blog or are planning to launch one this MUST ATTEND session is just for you.  Join this session to learn everything you need to quickly, efficiently and economically optimize your blog for success.  From technology to marketing, monetizing your blog to curating content, this is the open session for blog newbies you always dreamed of attending.

    In this session you will learn:

    • The short-range, mid-range and long-range must-dos to be a successful Latino blogger
    • What social media platforms should you be on
    • How to refine the focus of your blog
    • How much should you consider investing in the way your blog looks
    • How to create a great blog press kit
    • How to market your blog
    • How to begin to accept opportunities to work with brands and agencies
    • The legal issues surrounding disclosure of your work and how to manage disclosure


    Speakers
    Blogger, Mama Contemporanea

    Blogger, Las Blogueras & Cuponeando.net


    Type Blogging


1:35pm

Hispanic Media Relations In 2012: How PR Pros are Using Traditional and Social Media Tools to Tell Stories and Generate Coverage
    Tuesday April 10, 2012 1:35pm - 2:35pm @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASTTAGS:  #Hispz12  #HMR

    MODERATOR:
    - Pilar Portela, Media Relations Supervisor, Business Wire

    SPEAKERS:
    Mari Santana, Disney Destinations
    Jorge Ortega, President, Newlink Americas

    SESSION OVERVIEW:

    The age of social media is increasingly disrupting the way Latinos consume media but despite that most Hispanics are still largely dependent on traditional media outlets and most PR pros are still being measured by their ability to help clients secure coverage with them.   

    In this annual favorite session you’ll discover how the function of Hispanic media relations is evolving with the times and how PR pros are adjusting their strategies, tactics and tools to achieve outstanding media relations results in the age of social media.

    In this session you will learn:

    -        Key facts and figures about Hispanic media including traditional, broadcast and online

    -        Top trends in Hispanic media and how it impacts the way PR practitioners work in 2012

    -        Best practices on hosting Hispanic press events

    -        Who some of the top Hispanic media today are – some folks you’ll recognize and others you won’t

    -        The cultural nuances of working with the Hispanic press

    -        Tips on working with Hispanic spokespersons

    -        Corporate best practices for Hispanic media relations



    Speakers
    President, Newlink Americas

    Disney Destinations


    Type PR


1:35pm

3rd Annual State of Latino Social Media Roundtable
    Tuesday April 10, 2012 1:35pm - 3:05pm @ Met 7 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #SMR

    Moderator:
    - Bill Gato, Editorial Director, Hispanicize.com and Marketing Consultant, Gato Advertising

    Panelists:

    - Christina Gonzalez, Associate Director National Multicultural Marketing, Verizon Wireless
    - Laura Spencer, Social Media Manager, Disney Destinations
    - Borja Perez, VP of Digital Media, Telemundo and Co-Chair Interactive Advertising Bureau Multicultural Committee
    - Linda Lane Gonzalez, CEO, ViVa Partnership and Board Member of AHAA
    - Jorge Diaz de Villegas, Senior Vice President and Senior Partner at Fleishman-Hillard
    - Gustavo Razzetti, Chief Strategy & Engagement Officer at Grupo Gallegos
    Cristy Clavijo-Kish, CEO, Hispanicize digital
    - Zeke Montes, President, National Association of Hispanic Publications
    - Cesar Prato, Senior Vice-President of Digital Strategies, SOI TV 

    Our third annual State of Latino Social Media Roundtable will feature a rapid-fire discussion with top industry leaders about the most important trends, issues and opportunities impacting brands, agencies, media companies and bloggers in the past year and in the year to come.


    Type GENERAL, Social Media


2:35pm

3:00pm

Customizing and Enhancing Your Blog's Design 101

3:00pm

Latino Tech and Social Media Entrepreneurs' Roundtable

4:00pm

Boring Not Allowed: How to Make Your Business and Personal Branding Stand Out
    Tuesday April 10, 2012 4:00pm - 5:00pm @ Met 7 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Branding

    SPEAKERS:

    - Rosie Taylor, Principal, Rosie Media

    SESSION DESCRIPTION:

    Nobody talks about a boring business. 

    In this session, the audience will learn the importance of crafting an authentic and powerful brand story that will help differentiate you from your competition. A memorable brand story makes an emotional and personal connection with its audience and it inspires interaction. Consequently, good storytelling in business communications takes a different tone than the traditional 'sell'; it takes the audience on a journey with the brand.

    I. Learn how to differentiate your brand so you can take price out of the equation.

    • Learn how to differentiate so you can take price out of the equation.
    • Understand why a customer experience is important part of creating a memorable brand
    • Learn the 7 Stages of Creating the Ultimate Customer Experience

    II. Use storytelling to help you build your brand and a brand experience.

    • Focus on Goals, Values, Purpose to Build a Story
    • Customers Become Brand Ambassadors
    • What Problem Do You Solve

    III. Learn how to effectively deliver your social brand

    • Turn your story into Visual Content for Your Social Brand
    • Enhance Brand Engagement with Your Online Community
    • Consistency Creates Flawless Recall

    Type PR


7:00pm

Film Screening: Kiki Melendez's The Journey of a Female Comic (La Trayectoria De Una Comediante)
    Tuesday April 10, 2012 7:00pm - 9:00pm @ Trail Theater (3715 SW 8th Street., Miami, FL)

    The Journey of a Female Comic-La Trayectoria De Una Comediante 
    Producer/Director:  Kiki Melendez 
    The life of a Latina female entertainer in America does not come with any guarantees or any easy paths. In Kiki Melendez' story, she has gone through plenty of disappointments, rejections and heartbreaks, and she has brilliantly translated her adventures into a hilariously funny Movie!  Featured Cast:  Maria Conchita Alonzo, Marc Anthony, John Travolta, Esai Morales, Lupe Ontiveros, Nadine Velasquez, Jacob Vargas (World Premiere)


    Type Film


 
 

7:00am

7:30am

7:30am

8:40am

The U.S. Census 2012 Update: An In-Depth Look at the Latest Numbers and Their Implications (Sponsored by Offerwise)
    Wednesday April 11, 2012 8:40am - 10:00am @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Cens

    MODERATOR:

    Rob Dolafi, Chief Operations Officer, Offerwise

    SPEAKERS:

    Raul Cisneros, Chief Information Officer, U.S. Census Bureau 

    SESSION OVERVIEW:

    Last year the 2010 U.S. Census results brought dramatic news of America’s demographic shift with population numbers and trends about Latinos that exceeded even the most optimistic projects about the Hispanic population.

    A year after the results, you’ll hear the latest, most in-depth breakdown of the numbers from some of the nation’s top demographic minds at the U.S. Census.

    In this session you will learn:

    • An in-depth 2012 update from the U.S. Census Bureau
    • The new face of Latino consumers
    • A comprehensive analysis of the what the results say about U.S. born versus foreign born Latinos
    • The new identity of Latino consumers
    • Latino DMAs: how Hispanics are becoming the majority in specific States/ Cities
    • Latinization of America: how Hispanic culture is impacting non-traditional DMAs

     


    Type Advertising


8:40am

Se Habla Español: The Nuances Of Working With Influential Spanish-Dominant Bloggers
    Wednesday April 11, 2012 8:40am - 10:00am @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #Esp

    MODERATOR:
    - Sara Ines Calderon, News Taco

    SPEAKERS:

     - Romina Tibyt, Blogger, Mama XXI

    - Maybeline Valenti, Blogger, Naturalmente Mamá 

    - Mirna Arce, Blogger, Ahorros Con Cupones

    SESSION DESCRIPTION:

    Roughly one third of U.S. Hispanics are Spanish-dominant and un-acculturated  – the most elusive Hispanic demographic on the Internet. It’s a niche too large for digital marketers to ignore.  Meet some of the top Spanish-language blogueras/os who hail from this demographic and cater to it with culturally and linguistically relevant content.

    Discover the nuances and misconceptions of working with these Spanish-only bloggers. What topics are most relevant to their readers as they settle into their new lives in the United States? How should brands tailor their sponsorships for these influential bloggers to be most effective? Which brands are having success with this niche?

    In this session you will learn:

    • The nuances of working with Spanish-only bloggers
    • Why you can’t search for Spanish-language bloggers the way you do for English-language Latino bloggers
    • Why brands should care about working with Spanish-only bloggers
    • The misconceptions about marketing to Spanish-dominant, un-acculturated Hispanics through social media
    • Examples of brands that are working with Spanish-only bloggers
    • The not-so-obvious way to find/identify bloggers en Español.
    • The differences between in-culture and in-language sponsorship concepts

     


    Type Blogging


8:40am

Latino Writers - Universal Stories for Mass Audiences
    Wednesday April 11, 2012 8:40am - 10:00am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #LAT

    Moderator:

    Bel Hernandez, CEO Latin Heat Media

    Speakers:

    Ligiah Villalobos, Writer (Firelight for ABC, La Misma Luna)

    Carlos Bermudez, (Miracle of Spanish Harlem)

     Writing Latino stories for Latino audience is one thing. Writing Latino stories for the entire a universal audience is essential.  Join us as we talk to some of the most successful screenwriters in this arena. Learn what it takes to tell a story that will engage the world.

     

     


    Type Film


8:40am

The Rules Of Engagement 2012: How Brands and their Agencies Can Effectively, Ethically and Comprehensively Collaborate with Latino Bloggers
    Wednesday April 11, 2012 8:40am - 10:00am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Rules

    MODERATOR:
    Mauricio Samayoa, Director Social Media Newlink Group
    SPEAKERS:

    • Yoly Mason, Las Blogueras
    • Piera Jolly, CEO, Latina Mom Bloggers and Founder, JollyMom.com
    • Stephen Chavez, National Chapter Board Member, HPRA

    SESSION DESCRIPTION:

    Our annual “Rules of Engagement” session will help past and first-time attendees learn the latest best practices of the Latino Brand-Blogger relationships with a panel of experts from representing agencies, brands and blogger networks.

    Hear our 2012 update on recent case studies of successful brand-blogger campaigns and the nuances to lookout for. Learn about which types of brands are investing more in the Latino blogosphere, their expectations, requests and metrics. Learn the differences between working with individual bloggers versus blogger networks.

    In this session you will learn:

    • The Top 10 Spoken and Unspoken Rules of Engagement between Brands and Latino Bloggers and Blogger Networks
    • Case Studies of Successful Brand-Blogger Campaigns and Sponsorships
    • Which types of brands are investing in Latino bloggers
    • Brand Expectations and Metrics in Latino blogger Sponsorships
    • The most common partnership challenges and how to overcome them
    • How to identify branding opportunities
    • Navigating through the FTC’s Full Disclosure guideline

     


    Type Social Media, Blogging


10:00am

10:30am

Why Not Do It For Real?: Reality Advertising and the Latino Consumer
    Wednesday April 11, 2012 10:30am - 11:30am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #4REAL

    MODERATOR:
    Joe Ramirez, MARCA

    SPEAKERS:
    Brad Saylor, Director of Advertising, H&R Block
    Stacy Pagán, Management Supervisor, MARCA

    SESSION OVERVIEW:

    This session provides a glimpse into H&R Block and how documentary-style advertising has helped increase business for the second year in a row.  By aligning general market and Latino strategies to create one strong brand message, H&R Block has won the hearts and wallets of Latino consumers in the United States and Puerto Rico.

    Presenter will share strategies for creating documentary style advertising. From working with a top Latino documentary filmmaker to identifying Latino consumers to share their life stories, H&R Block demonstrates its products and services through a real, authentic lens.

    Finally, presenter will share creative executions in an entertaining manner with the goal of bringing one of its actual consumers who participated in the filming to meet the audience and share her experience of having her taxes reviewed by H&R Block on film.

     


    Type Advertising


10:30am

Livin’ La Vida Blogger: How Latino Lifestyle Bloggers Are Engaging Their Communities and Helping Brands Get In On The Fun
    Wednesday April 11, 2012 10:30am - 11:30am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #VIDA

    SPEAKERS:

    • Kathy Cano-Murillo, CraftyChica.com
    • Divina, DancingHotdogs.com
    • Bren Herrera, FlanboyantEats.com
    • Helena Osorio, PinkGuayoyo.com

    SESSION DESCRIPTION:

    Latino lifestyle bloggers live life with gusto. They are the life connoisseurs of the Hispanic blogosphere. And they reflect their lifestyle passions in the clothes they wear, the foods they savor and the tech they play with. In this fun-filled session, discover how one of the most-coveted blogger segments capture their culture and passion – and even spurs it — through their words, photos, videos, podcasts and social media.

    From technology to food, from nightlife to fashion, from books to movies, and from music to social events…learn what makes lifestyle trends resonate with these influencers.  Then, discover how marketers – who always seek to associate their brands with lifestyle pleasures – are partnering with lifestyle blogueros as brand ambassadors to engage new Latinos.

    In this session you will learn:

    •  The hottest Latino lifestyle bloggers and why they are the second most-coveted blogger segment after Latina mom bloggers
    • The topics that lifestyle bloggers and brands care most about
    • Successful case studies of brands that have partnered with Latino lifestyle bloggers as brand ambassadors
    • The latest lifestyle trends among Latinos in general
    • How bloggers reflect those lifestyle trends and create communities around their passions
    • How brands can most effectively engage these lifestyle communities

    Type Blogging


10:30am

Lucrative Opportunities Directing Commercials And Music Videos
    Wednesday April 11, 2012 10:30am - 11:30am @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #OPP

    Moderator: 

    Hugo Perez, Sr. VP/Group Account Director/Filmmaker 

    Speaker:

    Carlos Gutierrez, Director

    Ben deJesus, Music Video Director

    Many well-known directors honed their craft directing commercials or music videos and have made a lucrative career, while others use it to springboard to a feature film or TV career. Our panelists of directors and brand reps will give you an insight into the world of directing commercials and/or music videos and what mindset and skills you need to survive. 

     

     


    Type Film


10:30am

Case Study: Telemundo Social Novela "Relaciones Peligrosas"
    Wednesday April 11, 2012 10:30am - 11:30am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Case

    MODERATOR:
    Richie Matthews, Managing Director, DIÁLOGO

    PRESENTER:
    Karen Comas, Social Media Manager, Telemundo Network

    Novelas may never be the same after Telemundo's innovative social media strategy for it's "Relaciones Peligrosas" soap opera began employing an aggressive style of engagements with viewers that included Facebook chats, Twitter, YouTube, the use of hashtags and more.  The innovative digital strategy provides viewers and novela fans with a fully interactive SocialTV storytelling experience on a nightly basis, generating interest among existing fans and “friends” of fans that is reshaping how novelas are watched on TV, iPads and more. 


    Type Social Media, Advertising


11:00am

Be the first to experience 12 new attractions in 2012 - Orlando me hace feliz!
    Wednesday April 11, 2012 11:00am - 12:00pm @ Press Room (4th Floor, Gallery 3)

    Beat the summer rush, experience the newest attractions and find out why Orlando will make you smile. Visit Orlando invites you to learn more about our dynamic destination before anyone else! Home to the most thrilling attractions, best world-class dining options, unmatched shopping venues, Orlando has it all. Meet us for our press conference at 11:00 a.m. Wednesday, April 11. The presentation will take place on the 4th floor, Gallery 3.


    Type Press Conference
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


11:30am

12:45pm

Multicultural Family Bloggers: Their Mission and Influence
    Wednesday April 11, 2012 12:45pm - 1:40am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #Multi

    MODERATOR:

    Cristy Clavijo-Kish, CEO, Hispanicize

    SPEAKERS:

    • Lamar Tyler, Founder, BlackandMarriedWithKids.com
    • Chantilly Patiño, Founder, MulticulturalFamilia.com
    • Ruby Wright, Founder, GrowingUpBlackxican.com
    • Jose Sanchez, Founder, PiccoloMondoPR.com

    SESSION DESCRIPTION:

    Unlike other family blogs, multicultural family bloggers often deal with more complex social and cultural problems that impact their families: everything from marriage counseling to preventing teen pregnancies and keeping children in school.  In this session, you’ll discover why some of the nation’s top multicultural family bloggers view their blogs not solely as entertainment, but as a social necessity to save their communities and families.

    The unique mission and point of view of these bloggers often create opportunities for brands to support these online communities and in the process win “share-of-heart” through the most universal passion point of all: familia marketing.   These bloggers will show you how to do it with multicultural families.

    In this session you will learn:

    • How multicultural bloggers use their blogs to impact their communities
    • The cultural differences and nuances between multicultural parenting bloggers and mainstream parent bloggers
    • Recent case studies and examples of brands that won “share of heart” through working with multicultural family bloggers
    • The Do’s and Don’ts of approaching multicultural parent bloggers

    Type Blogging


12:45pm

Break On Through to the Latino Side: Selling Breakthrough Latino Creative
    Wednesday April 11, 2012 12:45pm - 1:40pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hisp12 #BRK

    MODERATOR:
    Cynthia Corzo,
    Executive Editor, Hispanic Market Weekly

    SPEAKERS:

    • Sergio Alcocer, President, LatinWorks
    • Diego Yurkievich, SVP Executive Creative Director, Alma DDB
    • Luis Casamayor, President and Chief Creative Officer, República

    SESSION OVERVIEW: 

    Latin America has been a creative powerhouse for decades, feeding brands with great ideas for their global campaigns. Unfortunately, despite many industry efforts, the same level of creative work is not often found in the U.S. Hispanic marketplace.

    The reasons for this gap are not related to talent in the U.S. but rather to other dynamics such as budget constraints, clients not wanting to take risks, Latino stereotypes and more.

    In this panel discussion you’ll meet some of the most renowned creative directors in the Hispanic market discuss the challenges of selling great Hispanic ideas and how they are helping clients break on through to the other side to better, more compelling campaigns.

    In this session you will learn:

    • The hurdles affecting the development of breakthrough U.S. Hispanic creative work
    • The gap between what clients want and the agency’s interests
    • How agencies are supporting their case for stellar creative
    • Examples of breakthrough creative work being done in the U.S. Hispanic market
    • The importance of delivering great work to generate a better impact on your Latino consumer
    • Effective tips to continue raising the bar

     


    Type Advertising


12:45pm

A 360-View at Documentary Story Telling for Latino Filmmakers
    Wednesday April 11, 2012 12:45pm - 1:40pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    #SESSION HASHTAGS:  #Hispz12  #360V

    Moderator:

    Piedad Palacios, Producer

    Speakers:

    Hector Galan, Writer/Director (Los Lonely boys, Chicano)

    Ben de Jesus, Director (Ghetto Klown)

    Maria Agui Carter, (Rebel) President, Iguana Films, Chair, NALIP

    Documentarians take stories on with a passion. It’s a hard road to bring these stories to light but these filmmakers found a way.  Find out what inspired them, what entities to approach; how their projects were marketed and finally aired.  Learn about funding sources, how to write a winning grant proposal and how to deliver the finished product.


    Type Film


12:45pm

The Storms of Change: An In-Depth Look at Social Media’s Rising Role in Latin America
    Wednesday April 11, 2012 12:45pm - 1:40pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #storm

    SPEAKER:

    Alex de Carvalho, Co-founder at The Startup Forum and Founder at Social Media Club South Florida

    SESSION DESCRIPTION:

    Social media has taken Latin America by storm.  According to Comscore In June 2011, 114.5 million people in Latin America visited a social networking site, representing 96 percent of the entire online population in the region.  

    In this session leading Latin American social media influencer Alex de Carvalho will present an overview of social media in Latin America, including a perspective on how demographic, economic, political, and cultural differences affect social media adoption and expression.  The presentation includes case studies to provide concrete examples of successful online outreach in Latin American platforms and communities.

    In this session you will learn:

    • Which are the main social media platforms and properties in South and Central America?
    • What are the main regional differences that affect the use of social media in the region?
    • How have media across Latin America approached social media?
    • Case studies of successful corporate social media outreach and promotion
    • How social media in Latin America is vastly different than social media for Latinos in the U.S.

    Type Social Media


12:45pm

Press Conference with Maria Elena Salinas

12:45pm

Coming of Age: The Latino Electorate in 2012 and the Challenge to Win their Vote ( Sponsored by Nuestro Rio)
    Wednesday April 11, 2012 12:45pm - 1:45pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Age

    MODERATOR:

    Mike Valdes Fauli, President, JeffreyGroup

    SPEAKERS:

    • David Puente, CNN, AC360° Producer and curator of “Latino in America” blog at CNN
    • Verena Sisa, VP/Chief Strategy Officer ofConill/Saatchi & Saatchi
    • Freddy Balsera, Principal, Balsera Communications and Hispanic strategist for Obama 2008 and 2012
    • Carlos Curbelo, Republican strategist and Miami-Dade County School Board Member
    • Karl Weiss, President, Market Perceptions & Latino Perceptions

    SESSION OVERVIEW:

    The exponential growth of the U.S. Hispanic market has produced a community with increased political clout.  Latinos are registering in greater numbers and representing a critical voting bloc across the country.  In many states, such as Florida, Latinos are often the element which tips the scales in major elections, and the 2012 Presidential contest will prove no different.   Both Republicans and Democrats understand this, battle lines have been drawn and the political stakes for the Latino vote grow stronger. In this context and despite economic hard times, Latinos are transforming the fabric of America and their influence will be felt come November.

    A panel of experts who understand the nuances at the intersection of Hispanics and politics will delve into a wide range of issues, and also discuss the results of Conill’s proprietary study exploring perceptions of Hispanics and non-Hispanics, Influencers and followers, Democrats, Republicans and Independents across a myriad of political themes.

    In Part One of this session you will learn:

    - The impact Latinos are having in the U.S. and how that is being perceived across all demographics (Hispanics/non-Hispanics, age cohorts, political affinity segments, gender, etc)

    - The hot button issues that are keeping Hispanics and non-Hispanics up at night and what they dream of: their concerns and aspirations

    - The formidable challenges that both Republicans and Democrats face in trying to woo Latino voters and how those factors differ from the last presidential election in 2008

    - How the Tea Party is influencing the way Republicans – and Democrats – message for the Latino vote.

    - How Latino media – and especially social media – is being leveraged during this election cycle

     


    Type PR


1:45pm

The Power of Musica: An Inside Look at BlackBerry’s Innovative Q’Viva Platform and What We Can Learn About Effectively Marketing to Latinos through Music
    Wednesday April 11, 2012 1:45pm - 2:45pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #power

    SPEAKERS:

    - David Anon, BlackBerry
    - Leila Cobo, Executive Editor for Latin Content and Programming, Billboard Latin Music

    BlackBerry’s “¡Q’VIVA! THE CHOSEN”  is the name of a hit Univision network show starring Jennifer Lopez, Marc Anthony and Jamie King as they conduct a transcontinental exploration for the most amazing artists throughout Latin America.  The show was filmed in three languages (Spanish, English and Portuguese) and has been a solid hit on Univision, even generating 55 million impressions on Twitter when it debut.

    In this session you will get an inside look at the multi-disciplinary Hispanic marketing story behind this platform.  Our distinguished panelists will help you discover how different platforms across advertising, marketing, PR and social media have come together to propel this unique program to strong success and you’ll learn how music, properly leveraged, can become one of the most universally powerful ways to market to Latinos here and abroad.

     


    Type Advertising


1:45pm

How to Stumbleupon + Pinterest Traffic to your blog or website

1:45pm

Film Festivals: Beyond the Film Screening
    Wednesday April 11, 2012 1:45pm - 2:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz #Bynd

    Moderator:

     Isabella Wall, Calif. Rep Ministry of Tourism Dominican Republic

    Speakers:

    Calixto Chinchilla, Founder, Co-Director NY Latino International Film Festival

    Omar de la Cruz, Director, Dominican Republic Global Film Festival 

    Jaie La Plante, Executive Director, Miami International Film Festival 

    Film festivals are going beyond their annual screening event, some taking their top films on the road.  Still other festivals create year-round screenings for independent filmmakers, sometimes presenting special theatrical premiere screenings.  Festivals like SXSW, Sundance and Tribeca are testing the waters in this direction.  Some of the top film festivals directors in the country discuss the evolving role of the film festival. Find out how to increase your film’s chances for selection; promote your film once accepted; how to get distributors to your screening; and working with the festivals for added distribution and much more.

     


    Type Film


1:45pm

Kill the Crabs: Why Latinos Struggle with the ‘Crabs in the Bucket’ Syndrome and How to Overcome It
    Wednesday April 11, 2012 1:45pm - 2:45pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #crabs

    MODERATOR:

    Manny Ruiz, Founder, Hispanicize 2012 and Hispanicize

    SPEAKERS:

    • Aurelia Flores, Powerful Latinas
    • Luis Arellano, CEO, Contigo Global Philanthropy, LLC
    • Angélica Pérez-Litwin, PhD & Publisher, New Latina
    • Erbi Blanco-True, Chair, Greater Miami Chamber of Commerce, Real Estate Committee

    It’s often whispered about but rarely fully acknowledged in public: Latinos struggle to embrace the success of other Latinos.  What’s worse is that Hispanics will often find it easier to tear down or exploit other Latinos rather than help each other succeed.  This cultural condition is known as the “Crabs in the Bucket” syndrome.

    In this powerful session a panel of senior professionals from the fields of  business, sociology, marketing and entertainment will take an unflinching look at the “Crabs in the Bucket” syndrome and examine what Latino leaders can do to help overcome it.

    This session will end with a unique twist you won’t want to miss.  Come and finish your wonderful journey at Hispanicize 2012 with a rousing KILL THE CRABS moment!

    In this session you will learn:

    • The cultural context for why Latinos – like other underprivileged communities – struggle with the “Crabs in the Bucket” Syndrome
    • The outside forces that directly – and indirectly – make Latinos insecure to see others succeed
    • The characteristics of “crab-like” thinking and behavior
    • The unintended outcome of continuing to let the “Crabs in the Bucket” Syndrome continue to live
    • Why good Latino leaders actively work to Kill the Crabs in the leadership culture they institute – and how you can do the same!
    • How to Kill the Crabs


    Speakers
    Manny Ruiz is the chairman of Hispanicize and the creative d…


    Type Innovators


2:00pm

Nuestro Rio Celebrates Cesar Chavez with Corrido Live Performance to Urge Policymakers to Protect Colorado River and Preserve Latino History
    Wednesday April 11, 2012 2:00pm - 3:00pm @ Press Room (4th Floor, Gallery 3)

    Miguel Orozco, Nueva Vista Media (producer of Viva Obama, which has been viewed by over 1.5 million people). Mariachi band Fiesta Grande will perform the Colorado River corrido and ask people to sign Nuestro Rio's Si Se Puede Pledge.

    Demand on Colorado River water now exceeds its supply. Nuestro Rio is sending a musical message (through a corrido, or traditional ballad) that Latinos want utilities and our state and federal governments to plan for a future in which water flows strong in the Colorado River. The corrido focuses on the historical and cultural significance of the Colorado River to our communities.

    Nuestro Rio (@NuestroRio) is a grassroots network of over 13,000 Latinos who support restoring strong water flows in the Colorado River and its tributaries in order sustain this resource that has benefited our communities for hundreds of years.



    Speakers


    Artists

    Type Press Conference
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3
  • Tags Music


2:45pm

3:15pm

For the Brand’s Greater Good: Best Practices for Productive and Positive Agency Collaboration
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Best

    MODERATOR
    - Michael Olguin
    , CEO, Formulatin

    SPEAKERS:

    - Greg Knipp, CEO, Dieste

    - David Anon, Sr. Director of Marketing for Latin America, BlackBerry

    Mauricio Figueras, CEO, IMS

    SESSION OVERVIEW:

    In an age of intense competition for advertising accounts, Hispanic brands are increasingly demanding more collaboration between their General Market and Hispanic agencies.

    That’s often easier said than done because on the General Market, brands typically work with multiple agencies based on specialization (branding, direct response, digital, PR, Social Media, etc…) whereas in the Hispanic market, a single Hispanic AOR often provides services across all the specialties and pillars.

    In this complex scenario, collaborative account structures can often lead to unintentional conflicts between agencies.  In this session a top panel of brand and agency leaders will show you how to create collaborative agency teams for the greater good of serving the brands.

    In this session you will learn:

    • The challenges that agencies and clients face in a more complex marketplace
    • The gap between what clients want and an agency’s best interests
    • The hurdles that both agencies and clients need to overcome
    • Finding the right model: lead agency versus collaboration
    • The role that General Market agencies can play within Hispanic marketing

     


    Type Advertising


3:15pm

Blogging 101: Creating And Scaling Up Your New Latino Blog
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz #B101

    MODERATOR:

    - Eva Smith, Partner, Latina Mom Bloggers and Blogger of Tech.Food.Life

    PANELISTS:

    • Joscelyn Ramos-Campbell, Founder, Mami of Multiples
    • Piera Jolly, CEO, Latina Mom Bloggers and Founder, JollyMom.com
    • Rory Lassanske, Founder, Mamacontemporanea.com

    SESSION DESCRIPTION:

    If you recently started your blog or are planning to launch one this MUST ATTEND session is just for you.  Join this session to learn everything you need to quickly, efficiently and economically optimize your blog for success.  From technology to marketing, monetizing your blog to curating content, this is the open session for blog newbies you always dreamed of attending.

    In this session you will learn:

    • The short-range, mid-range and long-range must-dos to be a successful Latino blogger
    • What social media platforms should you be on
    • How to refine the focus of your blog
    • How much should you consider investing in the way your blog looks
    • How to create a great blog press kit
    • How to market your blog
    • How to begin to accept opportunities to work with brands and agencies
    • The legal issues surrounding disclosure of your work and how to manage disclosure

     


    Type Blogging


3:15pm

Star-making Roles
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #star

    Moderator
    Bel Hernandez, CEO Latin Heat Media 

    Panelists
    Tim McNeal, ABC/Disney 
    Steven Bauer, Actor  (Scarface) 
    Gina Rodriguez, Actress (Filly Brown) 

    The right role can make an actor and often times the right actor can make the film.  Hard is it to find that perfect actor for the role? And where does Hollywood go to find the talent?  What do directors look for in casting actors? How key is the casting diretor in connecting the actor to the role or the director with the actor?  Filmmaker tips on  using union talent or not and the ways to do it to stay within your budget. 

     


    Type Film


3:15pm

Civic Advocacy: How to Mobilize Latinos to Rally Around Grassroots Civic Causes and Issues (Sponsored by Plus Three)
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #civic

     

    MODERATOR:

    Juan Proano, Co-Founder, Plus Three

    SPEAKERS:

    Midy Aponte, Interim ED of the American Latino Heritage Fund

    Maria Machuca, Communications Director at United Farm Workers of America, United Farmworkers

    SESSION DESCRIPTION:

    As the Hispanic population continues to become a larger force in U.S. American society it becomes increasingly important for Latinos to integrate and embrace traditional values and habits about civic responsibility and awareness.  Increasingly Latinos are being mobilized to become civically engaged in issues and grassroots causes and initiatives that have nothing to do with politics or voter registration.

    In this session you will learn how three organizations take their civic-related tactics to the grassroots level to meaningfully engage Latinos about their causes and to ultimately make them care about promoting good causes and habits that can help build a better American society.

    In this session you will learn:

    • How marketing civic causes differs from creating political-related campaigns
    • How marketing civic causes and issues to Latinos differs from other mainstream audiences
    • The Do’s and Don’ts of engaging Latinos for civic causes
    • How language preferences impact civic related topics and issues being marketed
    • Examples of recent civic-related programs that took off among Latino audiences

     


    Type PR


3:15pm

PR CASE STUDY: The Award-winning ‘Suave Professionals Desfilando Contigo’ Campaign
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #suave

    SPEAKERS:
    - Sabrina Macias, Edelman, Vice President.
    - Julie Mendez, Edelman, Senior Account Supervisor

    Unilever’s beauty brand Suave® won this year’s Hispanic Public Relations Association’s PRemio Award for Fashion and Beauty with an amazing campaign that helped Latinas look and feel as red-carpet-ready as the stars they emulate every day.  The “Suave Professionals® Desfilando Contigo,” which literally means “Suave Professionals®, Parading with You” in English, was built on the premise that Latinas do not walk, but rather have a uniquely confident strut.

    As such, Suave Professionals® paraded with them during each of their red carpet moments by offering ways to reproduce celebrity hairstyles in a more attainable, accessible and achievable manner. The campaign ultimately resulted in successful media coverage, increased consumer engagement, improved sales, and heightened recognition as a salon-proven brand among Latinas.

    The campaign spearheaded by Edelman allowed Suave Professionals® to reach Latinas in a meaningful way, allowing them to “rethink Suave” as a brand that truly indulges their red carpet desires into their everyday realities.

    In this session you will learn:

    • The objectives of this campaign
    • The research/planning that was conducted for this campaign
    • The strategy, execution and evaluation of success for this campaign

     


    Type PR


4:15pm

Accounting and Legal Workshop for Latino and Multicultural Bloggers (Sponsored by Marin, Eljaiek & Lopez, P.L)
    Wednesday April 11, 2012 4:15pm - 5:15pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Acct

    Moderator: Jewel Figueras, Publisher of Jewel's fab Life

     

    Problems with the IRS and lawsuits are the last things bloggers want to worry about.  This session will bring accountant and media lawyers together to help bloggers understand the tax and legal problems they need to avoid while blogging.  


    Type Blogging


5:15pm

6:30pm

Movie Night - Tower Theater

8:00pm

McDonald's Blogger & Media Yacht Party
 
 

7:00am

7:30am

8:45am

Press Conference with Nely Galan
    Thursday April 12, 2012 8:45am - 9:45am @ Press Room (4th Floor, Gallery 3)

    Note to press regarding access to Latinovators: The Latinovators: Maria Elena Salinas (4/11), Nely Galan (4/12), Emilio Estefan (4/12), Cesar Millan (4/13) will also be giving media interviews directly following their presentations in the Press Conference room.



    Speakers

    Type Innovators
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


8:45am

Google 2012 Hispanic Update with Mark Lopez

8:45am

Bloggers Only Session (By Invitation)

8:45am

Tengo Blog Will Travel: The Adventures Of Latino And Multicultural Travel Bloggers
    Thursday April 12, 2012 8:45am - 10:00am @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Trvl

    MODERATOR:

    • Sonia Diaz, Balsera Communications

    SPEAKERS:

     

    • Laura Spencer, Social Media Manager, Disney Destinations
    • Tracey Friley, OneBrownGirl.com
    • Maria de Los Angeles, SexandtheBeach
    • Manny Ruiz, Chairman of Hispanicize and Founder, PapiBlogger.com

    SESSION DESCRIPTION:

    Recognizing their purchasing influence over travelers, major destinations and resorts are tapping a new crop of Latino and multicultural travel bloggers and inviting them to Europe, Asia, Latin America, the Caribbean and many of the 50 States. Discover these new Latino Hemingways and learn how they live in the moment when they travel and still find time to turn on their iPads and capture their adventures.

    How are these backpacking blogueros using social media and multimedia to grow their audience? And how have they remedied a glaring Hispanic content void that traditional media outlets were never able to fill? Fasten your seatbelts – and laptops – for a journey with Latino and multicultural travel bloggers.

    In this session you will learn:

    • How Latino travel bloggers are finding inspiration and discipline to create their content and ensure quality
    • Why destinations and resorts want to work with Latino and multicultural bloggers
    • Recent travel blogging case studies from Latino and multicultural travel bloggers
    • The travel checklist every brand need to work with bloggers
    • How travel bloggers use multimedia and social media to promote their travel sponsors
    • How to work within the FTC guidelines for Full Disclosure
    • How Latino bloggers build their audience and monetize their blogs
    • Which areas of travel writing are still under-covered by traditional media and bloggers to this day and how you can get in on the adventure

     


    Type Blogging


8:45am

Let Them Eat #Croquetas! How General Motors And Bloggers Took The South Florida Social Media Community By Storm
    Thursday April 12, 2012 8:45am - 10:00am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #GM

    MODERATOR:

    Jewel Figueras, Founder, Jewel's Fab Life

    SPEAKERS:

    Araba Dowell, PR Manager for the Southeast Region, GM

    Stephanie Camargo Ruiz, Southeast Region Communications, GM

    SESSION OVERVIEW:

    Discover how this automotive company developed a grassroots campaign that leveraged social media to create outstanding results for the brand. The award-winning #ChevyCrawls concept is one that is authentic and engaging and was used to interact with key influencers and bloggers in the South Florida social media community.

    You’ll learn how this team developed a creative social media activation to introduce the new lineup of Chevrolet vehicles to the local social media community and hosted its most successful crawl to-date with the #GMCroquetaCrawl by engaging with key Hispanic bloggers/influencers and captured the enthusiasm of the Hispanic community by focusing on a key passion-point, food! Bloggers will also have the opportunity to learn what are some of the best practices when it comes to working with brands and how to create the maximum ROI for both bloggers and brands. 

    In this session you will learn:

    • How to generate a positive brand image within a diverse social media community

    • How to inspire online conversations on various social networks about your products, brand

    • What are the Dos and Don’ts of building long-lasting relationships with social media enthusiasts/bloggers

    • What are some tools bloggers need to consider when trying to partner with big brands

    • How to target social media enthusiasts (via Twitter, Facebook, Foursquare and blogs) in the market place   to talk about your brand


    Type Social Media


9:20am

Aliza Lifshitz, MD introduces - Hispanic Nurses Network "A Matter of Life and Death”
    Thursday April 12, 2012 9:20am - 10:20am @ Press Room (4th Floor, Gallery 3)

    In response to the lack of healthcare information available for Hispanics, The Clorox Company, in partnership with the National Association of Hispanic Nurses (NAHN), will be announcing the launch of the Hispanic Nurses Network, a new healthcare resource for Hispanic families. The announcement will be made by Aliza Lifshitz, MD, founder and editor in chief of VidaySalud.com, along with Angie Millán, RNP, MSN, president of the NAHN at a press conference, where they will also be available for one-on-one interviews in Spanish. After the media announcement, media is invited to attend a panel with Dr. Lifshitz titled "A Matter of Life and Death: Best Practices and Case Studies to help Latinos Improve their Health Literacy." Session details at: http://www.hispanicizeevent.com/sessions.html



    Speakers

    Type Press Conference
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


10:00am

10:30am

Mami Dearest: Why Latina Moms Rock the Hispanic Market and How to Successfully Engage Them (Sponsored by Latina Mom Bloggers)
    Thursday April 12, 2012 10:30am - 11:25am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Mami

    MODERATOR: 

     Lorraine Ladish, Managing Editor of Mujer, VOXXI

    SPEAKER
    - Merarys Ríos-Vargas, Statistician Demographer - Ethnicity and Ancestry Branch, U.S. Census Bureau 
    Rene Alegria, CEO, Mamiverse

    When it comes to the $1.4 trillion Hispanic market, Latina moms rule the roost.  In a culture rooted on maternalism, Latina moms rock the grocery store aisles, retail businesses, beauty salons and pharmacies, conducting more than 80% of all purchases made in their households.
    In this incredible panel, you'll discover the latest stats and strategic insights about how to best target today's acculturated and unculturated Latina moms.
    In this session you will learn:

    • The latest Census figures about Hispanic moms
    • The nuances of targeting unacculturated Latina moms
    • Insights from a brand new Mamiverse research study about acculturated online moms
    • What top brands are doing across multiple media platforms to successfully engage Latina moms
    • The top Do's and Don'ts about marketing to Latina moms

     


    Type Advertising


10:30am

Upping the Ante: Why Your Blog’s Content Matters So Much and What You Should Do About It
    Thursday April 12, 2012 10:30am - 11:25am @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Ante

    MODERATOR:
    Bill Gato,
    Editorial Director, Hispanicize.com

    SPEAKERS
    :
    Angelica Perez, Publisher, New Latina
    Mercedes Sanchez, Publisher, Be Chic Mag
    Maikel Rodriguez, Los Pichy Boys

    SESSION OVERVIEW:

    The session offers a strategic perspective on how to execute a consistent business and editorial plan for your web site. Key takeaways include addressing the importance of streaming video, tailoring the role of Social Media for your brand needs, and discerning between how to segment content into news, features, and opinions as a means to garner maximum engagement for your site.

    IN THIS SESSION YOU WILL LEARN ABOUT:

    • What your writing style says about your blog
    • How to create powerful, thought-provoking content (with intention)
    • Going beyond the stereotype; creating content that is King and Queen
    • You’ve been approached by a public relations person for this and that but do you have a PR strategy for your own site?
    • The A-Z’s to marketing yourself and your site and becoming known;
    • Outlining strategic networking opportunities that bring results
    • How to pick and choose conferences and maximize your networking potential

     


    Type Blogging


10:30am

A Matter of Life and Death: Best Practices and Case Studies to help Latinos Improve their Health Literacy
    Thursday April 12, 2012 10:30am - 11:25am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #HLit

    SPEAKERS:

    - Dr. Aliza A. Lifshitz, M.D., Health specialist “Dra. Aliza”

    - Jeanne Stitt, Vice President, Marketing at UnitedHealth Group 

    - Russell Bennett, Vice President, Latino Health Solutions, UnitedHealthcare

    As a major report about Hispanic health issues once observed, Latinos are disproportionately affected by some of the most serious health problems facing the nation. Health conditions such as tuberculosis, depression, asthma, HIV, and certain cancers disproportionately affect Latinos and require targeted, culturally appropriateinterventions at the individual, institutional and community levels.

    In this in-depth session with UnitedHealthcare’s Russell Bennett and celebrity doctor Dra. Aliza you will discover how to create marketing programs that are culturally and linguistically effective to help Latinos achieve strong literacy about health.

    In this session you will learn:

    - The common cultural barriers and beliefs about healthcare impact how Latinos view their health

    - Case studies and ideas to help Latinos improve their “health literacy”

    - How education and prevention, lifestyle and health behaviors impact the health status of Latinos

    - How to Inform and empower Latinos to be better healthcare consumers

    - How to partner with Latino communities to enhance the planning, production and cost-effective delivery of health promotion, preventive and curative health services

     


    Type PR


10:30am

From ROI to ROR: Why Return on Relationship May be the Best Way to Measure Social Media Marketing Success
    Thursday April 12, 2012 10:30am - 11:25am @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #RonR

    MODERATOR: Lance Rios, CEO, Being Latino

    SPEAKER:  Ted Rubin, Chief Social Marketing Officer, Collective Bias

    Building a relationship with existing and future customers is the true value and strength of social media/marketing and what will and has allowed brands to survive and flourish for the long-term. ROI (return on investment) is incredibly important whenever investing, but companies have to start looking at ROR:  Return on Relationship™, when planning, strategizing and most importantly evaluating social marketing … especially smaller competitors who can more easily drive and control Relationship Marketing. Return on Relationship™… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing. ROR is used to define and educate companies, brands, and people about the importance of creating authentic connection, interaction, and engagement with consumers.

     


    Type Social Media


11:45am

12:45pm

Super Online Moms: What You Need to Know to Tap into the Power & the Influence of Latina Mom Bloggers
    Thursday April 12, 2012 12:45pm - 1:40am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Moms

    MODERATOR: Cristy Clavijo-Kish, CEO, Hispanicize Digital and Co-Founder, Los Tweens

    SPEAKERS:

    SESSION DESCRIPTION:

    It’s no secret that Latina mom bloggers are the most coveted social media niche that brands want to engage. As the fastest-growing blogger community within the booming Latino blogosphere, Latina mom bloggers are one of the most strategic niche influencing the $1.4 trillion dollar Hispanic market.

    So who are these Cyber-Mom Influencers? How are brands finding them and partnering with them for success? And what are the strategies and programs that have resonated most with mom bloggers?  That and much more will be the subject of this top notch Latina blogger panel.

    In this session you will learn:

    • Why Latina moms are a critical component of any Latino social media outreach
    • How to identify and measure the most influential Latina mom bloggers
    • The nuances of working with Latina mom bloggers vs non-Latina bloggers
    • The similarities and differences between English-language and Spanish-dominant mom bloggers.
    • Recent examples of successful Latina mom blogger-brand programs
    •  The Dos and Don’ts of Working with Latina mom blogueras
    • What resonates when reaching out to them and what really turns them off

     


    Type Blogging


12:45pm

Digital Éxito 3.0: Great Digital Case Studies from the Hispanic Portals
    Thursday April 12, 2012 12:45pm - 1:40pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #Digt

    MODERATOR:

    Bill Gato, Editorial Director, Hispanicize.com

    SPEAKERS:

    - Chiqui Cartagena, VP Corporate Marketing, Univision
    - Luis Romero,
    Vice President of Digital Sales, Telemundo
    - Liz Sarachek Blacker, Chief Revenue Officer, Terra Networks USA


    SESSION OVERVIEW:
     

    To keep pace with rapidly evolving Latino consumer behaviors and the fast growing age of social media, major Hispanic portals like Univision.com, Terra and Yahoo en español have been forced to rethink and adapt.

    In this session you’ll hear how the Hispanic portals are overhauling their online offerings for 3.0 success.  You hear from several leading Latino media professionals as they share some of their best case studies and best practices to target online Latinos.

    In this session you will learn:

    • Trends impacting the digital media industry
    • How media portals are adapting to new consumer realities
    • Best practices and case studies from work the portals are doing with major brands
    • How to most effectively combine digital with social media to target Latino consumers

     


    Type Advertising


12:45pm

Red Carpet Rumba: Latino Entertainment Bloggers and Media Discuss How to Score Coverage in their Platforms
    Thursday April 12, 2012 12:45pm - 1:40pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Rumba

    MODERATOR:  Bel Hernandez, Founder, Latin Heat Media

    SPEAKERS:

    • Rosy Cordero, AccidentalSexiness.com
    • Teresa Garza, Actress and Blogger, ChecaLAMovie.net
    • Gabriela Natale President, SuperLatina Inc.
    • Lynn Ponder, WebCityGirls

    SESSION DESCRIPTION:

    Latino entertainment bloggers love to roll with the Red Carpet and who can blame them?  When it all comes down to it’s cool to be recognized as an influencer that is often feted by the $50 billion global entertainment industry.

    In this panel you will meet some of the emerging Latino entertainment platforms and bloggers that are enjoying the most recognition and influence as celebrity experts, studio insiders, film reviewers and more. How are they leveraging their influence over studios and directors for brand sponsorships?  How are they growing their audiences? And how are brands and publicity-hungry indie filmmakers finding and courting these bloggers?

    In this session you will learn:

    • Who are some of the most influential Latino entertainment and celebrity bloggers
    • Why brands are focusing on Latino entertainment bloggers to build long-term brand loyalty
    • How entertainment bloggers engage and grow their audiences
    • How Latino indie filmmakers are pursuing these entertainment bloggers for reviews and how to best go about that
    • The challenges Latino bloggers face in covering the Latino entertainment and celebrity worlds
    • How Latino entertainment bloggers leverage their influence for brand partnerships
    • The types of sponsorships and messages that are best suited for entertainment bloggers

     


    Type Blogging


12:45pm

Going it alone: Re-thinking the Distribution Deal
    Thursday April 12, 2012 12:45pm - 1:40pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Dist

    GOING IT ALONE: RE-THINKING THE DISTRIBUTION DEAL

    There was a time when the path to distribution consisted of making your film and hoping that it would get noticed by a studio and then bought and sold for all the world to see. In this new digital age the possibilities are now endless. The rise of video on demand, digital distribution and self-distribution has changed the landscape. This panel will help you adapt and succeed in this brave new world.

    Lamar Tyler, Filmmaker and Founder of BlackandMarriedwithKids

    Henry Puente, Author, The Promotion and Distribution of U.S. Latino Films

    Moderator:  Piedad Palacios, Producer


    Type Film


12:45pm

Closing the Gap: How the Lance Armstrong Foundation is Serving Hispanics Affected by Cancer
    Thursday April 12, 2012 12:45pm - 1:40pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Gap

    SPEAKERS

    - Katherine McLaneSenior Director of Communications and External Affairs, Lance Armstrong Foundation      

    - Jackie Aker, Senior Vice President, Edelman

    Session description: 

    Cancer rates for Hispanics are projected to increase by 142% by 2030, compared to 45% for the overall U.S. cancer incidence.  Hispanics, who as a demographic tend to have lower incomes, less education and less insurance, have lower survival rates for most cancers, which may reflect less access to timely, high-quality treatment.

    Learn how the Lance Armstrong Foundation is working to reverse these trends by implementing programs aimed to increase Hispanic awareness and access to culturally and linguistically appropriate resources and how their award-winning multimedia campaign has more Hispanics accessing their services than ever before.



    Type PR


12:45pm

Press conference with Emilio Estefan
    Thursday April 12, 2012 12:45pm - 1:45pm @ Press Room (4th Floor, Gallery 3)

    Note to press regarding access to Latinovators: The Latinovators: Maria Elena Salinas (4/11), Nely Galan (4/12), Emilio Estefan (4/12), Cesar Millan (4/13) will also be giving media interviews directly following their presentations in the Press Conference room.



    Speakers

    Type Innovators
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


1:45pm

Marketing to New Generation Latinos: The Biggest Demographic of Hispanic Consumers
    Thursday April 12, 2012 1:45pm - 2:45pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    MODERATOR:

    Al Quintana, CEO, The Digital Raindance

    SPEAKERS:

    Javier Farfan, Director of Cultural Branding, Pepsico 

    Gustavo Razzetti, Chief Strategy & Engagement Officer, Grupo Gallegos

    David A. Chitel, Founder & Chairman, NGLC (New Generation Latino Consortium)

    Approximately 62% of all U.S Hispanics are U.S. born, which means they are born into a mindset of duality and a reality of English, Español, Spanglish and all of the above that is both diverse and challenging for marketers. While the Hispanic marketing industry debates how this fast-growing segment of Latinos is to be engaged major Hispanic brands like Pepsico and organization like the New Generation Latino Consortium are helping set the tone for how to best connect with this segment.

    In this session, you will learn:

    • Key facts and figures about the growing power of NGLs?
    • Insights from Pepsico's Brisk brand case study
    • How marketing to NGLs is both about language and about culture
    • The media and technology platforms NGLs prefer
    • The implications of NGLs for Spanish-language media
    • How social media is playing a factor in marketing to NGLs

     


    Type Advertising


1:45pm

How To Become A Successful V-Logger And Drive Traffic To Your Blog
    Thursday April 12, 2012 1:45pm - 2:45pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Vlog

    MODERATOR:

    * Libby Julia, Chief Content Officer, Being Latino

    SPEAKERS

    * Maikel Rodriguez,
    Los Pichy Boys 

    * Alicia Borchardt,
    AliciaVlogTV.com

    * Laura Termini, NaturalOrganicaYLatina.com

    * Tania Luviano, LatinaMomTV.com

    SESSION DESCRIPTION:
    Looking for inspiration to launch a vlog? You’ll get it from our panel of highly successful Latina vlogueras. From food and fashion to political activism, these Latinas overcame their shyness of the camera and launched vlogs and YouTube pages to share their passions with the world. They also grew sizable followings and monetized their content. Explore the Do’s and Don’ts of starting and growing a vlog: managing the technology, preparing the content, spreading the word and generating revenues. Panelist Tania Luviano, a five-time Emmy-winning journalist and founder of LatinaMomTV, will share some of the latest trends about Latina v-loggers and how this growing force could impact the 2102 elections. In this session you will learn: * The 5 basics steps of vlogging and how to become a vlogger * How to vlog like a reporter, so your readers, viewers, media and marketers will take you seriously * How to vlog about politics and get the attention of moms and professional Latinas * Latino Vlogging Trends * How to overcome your fear of the cameras * The social media benefits of becoming a YouTube Partner * How YouTube drives traffic to our blogs and how we achieve our aims. * Tips for making high-quality videos (audio, cameras, lighting, angles) * How “Recipe” videos differ from product review videos, giveaways and more!


    Type Blogging


1:45pm

Location, Location, Location…And Incentives
    Thursday April 12, 2012 1:45pm - 2:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    CONFERENCE HASHTAGS:  #Hispz12  #Lctn

    The beauty of location shooting isn’t always about the scenery.  For filmmakers it’s more about the tax incentives and help with location scouting and pre-production that is more attractive.  Representatives of Film Commissions from several prime film friendly states and countries will give you the scoop on how much money they can save your production and how they can find you the best location for your film in addition to tax incentives and reimbursements.  

    Mr. Ellis Perez, Dominican Republic Film Commissioner

    Sandy Lighterman, Film & Entertainment Industries Liaison

    Moderator:  Piedad Palacios, Producer

     

     


    Type Film


1:45pm

The Digital Transformation of Traditional Hispanic Media: How TV, Radio, Print and Even Online are Changing in the Age of Social Media
    Thursday April 12, 2012 1:45pm - 2:45pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #HispTV

    MODERATOR:
    Maribel Ferrer
    , SVP, Fleishman Hillard and Co-Chair FH Hispania

    SPEAKERS
    :

    • Borja Perez, Vice President of Digital & Social Media for Telemundo and Co-Chair Interactive Advertising Bureau
    • Albert Rodriguez, Chief Revenue Officer & EVP, Spanish Broadcasting Systems
    • Monica Lozano, CEO, ImpreMedia
    • Paul Meyer, Director of Digital Media Operations, Televisa Publishing & Digital Intl S.A. 
    • Univision 

    Some of the nation's most influential and powerful Hispanic media executives in the nation share how they are transforming their TV, radio, print and online platforms to embrace the age of social media.


    Type PR, Advertising


1:45pm

Social Shopping: An In-depth Look at Hispanic Mobile Experiences in Retail Settings
    Thursday April 12, 2012 1:45pm - 2:45pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Mbl

    MODERATOR

     Luis Caballero from RadioShack

    SPEAKERS

    • José Villa, CEO Sensis, Los Angeles
    • Ramiro Padilla, Analytics Director, Sensis, Los Angeles

    SESSION OVERVIEW

    We know that Hispanic consumers are power users of mobile phones, big on social media and love to shop but until now no one has definitely revealed how all three relate.

    In this insightful session you will be the first to learn about an in-depth consumer research project conducted by Sensis and Whitehorse Digital Futures Group in partnership with Hispanicize Research.  This first-of-its-kind study presentation will delve deep into the social nature of Hispanic mobile behavior to assist their purchasing decisions in retail environments.  If you’ve been wondering how to develop social mobile strategies for Hispanics who use mobile devices, particularly smartphones, you can’t affort to miss this session.

    In this session you will learn:

      • The latest information on how Hispanics use smartphones to access the Web, and how they utilize them in an in-store retail setting to inform their purchasing decisions.
      • How Hispanics over-index the general market in use of mobile technology in retail environments and are big “social shoppers” (most commonly including family members), and how that impacts their purchasing decisions?
      • Illustrate how Hispanics’ social nature translates into “social shopping”, with the assistance of smart mobile devices.
      • Provide insights on how retailers, CPGs, and other companies interested in selling to Hispanics in the U.S. can leverage the mobile medium to create relevant in-store experiences for Hispanic consumers and create long-term, meaningful relationships with them to increase their life-time value as customers.
      • Why retailers, CPGs, and other consumer-oriented companies in the U.S. should develop targeted mobile social shopping experiences that appeal to Hispanics who own smartphones.

     


    Type Social Media


2:00pm

elwiri, the first Spanish-language "lifestyle" mobile application
    Thursday April 12, 2012 2:00pm - 3:00pm @ Press Room (4th Floor, Gallery 3)

    News Conference and Demonstration Thursday April 12 from 2:00-3:00pm. Elwiri offers information in multiple trendy subjects that you can share with friends, while accumulating points to win giveaways and social media with the Latino community. Stop by to download the app for free, check out a demo and pick up a goody bag


    Type Press Conference
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


2:45pm

3:10pm

The Art of Community Building on Twitter Latino
    Thursday April 12, 2012 3:10pm - 4:05pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #AComm

    MODERATOR:

    • Paul Rand, CEO, The Zocalo Group

    SPEAKERS:

     

    • Jorge "Urban Jibaro" Torres - @urbanjibaro on Twitter and founder of SofritoForYourSoul.com
    • Eva Smith -  @eva_smith, partner with Latina Mom Bloggers and blogger at Tech Food Life
    • Lynn Ponder, WebCityGirls
    • Ted Rubin,  Chief Social Marketing Officer, Collective Bias Building

    Twitter goes by the beat of merengue: it's fast, it's fun and it's furious.  In this session several of the nation's best Twitter Latino community voices will show you their insider tips and tricks for mastering Twitter to build Latino communities that grow and endure.  

     



    Speakers
    @UrbanJibaro on Twitter and Founder of SofritoforYour Soul.c…

    Lynn Ponder, founder of social media agency webcitygirls// w…


    Type Social Media


3:10pm

Reaching for Relevance: The Future of Multicultural Agencies
    Thursday April 12, 2012 3:10pm - 4:10pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Multi

    MODERATOR:

    • Cynthia Corzo, Executive Editor, Hispanic Market Weekly

    SPEAKERS: 

    • Luis Caballero, Director of Marketing, RadioShack
    • Luis Miguel Messianu, President/CCO, Alma 
    • Greg Knipp, CEO, Dieste
    • Jorge Ortega, Managing Partner, Newlink Americas

    SESSION OVERVIEW:

    In recent years one of the hottest industry topics is the intensifying competition between traditionally Hispanic and/or multicultural agencies and general market peers who in recent years have built strong Hispanic market capabilities.   As the the population continues to shift even more Hispanic, the stakes are getting larger because more and more marketers are aggressively investing dollars to engage, and win over, this new face of America.

    In this complex marketplace the questions need to be asked:  What is to become of the Hispanic/multicultural agencies and is the marketplace big enough to sustain all the players vying for the Hispanic brand dollars?

    In this session you will learn:

    • The changing dynamics of the Hispanic marketplace and its impact on marketing
    • How ad agencies are adapting to service Hispanic marketing needs
    • Will Hispanic agencies continue to lead Hispanic initiatives?
    • How are General Market agencies adapting their services and capabilities to offer Hispanic services to their clients?
    • Is there a role for a blended approach?
    • Will multicultural agencies disappear? Do they need to transform into new entities?

     


    Type Advertising


3:10pm

How to Develop a Latino Blogger Business Proposal for Consumer Brands – 10 Must Haves for Your Pitch
    Thursday April 12, 2012 3:10pm - 4:10pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Bprop

    SPEAKERS:

    • Cristina Alfaro, US Communications Manager for McDonald’s USA
    • Jennifer Gonzalez-Stansfield, VPE Public Relations, Vice-President Consumer Strategies Group

    SESSION OVERVIEW:
    As a blogger, do you like to come up with unique ideas to engage with your readers on behalf of a brand or a corporation but struggle with figuring out how to best pitch your ideas? Then join us for a workshop that will offer you helpful insights on how to begin bridging that gap.

    During this session, you will hear from corporate and PR agency representatives who will share tips on how to put together a winning business pitch. Participants will learn how relationships between PR agencies and their corporate clients work, and what potential clients look for when reviewing proposals. In addition, at the end of the session participants will be invited to develop an actual business proposal to bid for a real business opportunity to support the launch of a new McDonald’s product.

    In this session you will learn:
    • What are the key things that any business proposal should include for consideration by PR agencies and corporations
    • What are the Do’s and Don’ts of pitching an idea to a potential client
    • Why researching your potential client before you pitch your business ideas is essential
    • How to differentiate yourself from others offering similar ways to connect consumers with a brand through social media


    Type Blogging, PR


3:10pm

The Diverse World Of Entertainment Journalism
    Thursday April 12, 2012 3:10pm - 4:10pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #FJour

    Bloggers, film and television critics, in-depth feature journalist…our panel of diverse entertainment writers cover the whole spectrum.  Come learn from the best on what it takes to pursue any of these writing avenues.  How to navigate the ethical mind field; what differentiates a blog from an entertainment feature article?  What is the difference (or is there) between writing for the industry and writing for a mass audience? Learn how to target your specific audience.

    Korey Colman, Spill.com

    Moisés Chiullan, Aint It Cool News

    Devin Faraci, Badass Digest

    Moderator:  Bel Hernandez, Latin Heat Media, LLC

     


    Type Film


3:10pm

Are Your Videos Getting Viewed? Top Tips to Video Success
    Thursday April 12, 2012 3:10pm - 4:10pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Vid

    SPEAKERS:

    • Alvaro Cabal, Ford
    • David Henry, President & CEO, TeleNoticias
    • Ariel Coro, President, Tu Tecnología

    Session Overview:

    Video is one of the hottest tools for marketers now.  We all know that YouTube is the #2 search engine, but what does that mean for the companies and PR Pros?  The answer is simple.  If you’re not on YouTube, you’re not being seen.

    Yet, most people aren’t using video properly.  They make mistakes that prevent their videos from being seen,getting views, and getting results.  And it’s not ALL about content (thought that is certainly part of it).  Proper keyword research and video SEO are critical to success.

    We will get into common mistakes, factors that impact whether people view and share your video, and information on keywords, SEO and more.  We will use client examples to show examples the successful use of video.

    In this session you will learn:

    • Why video is so important now and why it will continue to be more so in the future
    • What to do and how to make your video work for your PR programs
    • What kinds of stories to tell (and you MUST be telling a story!)
    • Why YouTube is essential to success
    • Keys to a successful YouTube channel
    • Other points of distribution and how they work to support you YouTube channel
    • An overview on keywords
    • An overview on video SEO
    • Client case studies / successes

     

     


    Type PR


6:15pm

7:00pm

Film Screenings- National Latino Film Showcase (Presented by BlackBerry)
    Thursday April 12, 2012 7:00pm - 9:00pm @ Regal South Beach Stadium 18 (1120 Lincoln Road, Miami Beach, FL)

     Auditorium 16 - Magic City(Blu) + The Cable(DVD) + Knight to D7(Blu) + Most Wanted (Blu) = 92 minutesStart 7:00pm Q&A1 7:55 Shorts: 8:15pm End: 8:52pm

    Magic City presented by Starz

    Miami Beach, New Year’s Eve, 1959. Castro’s rebels seize Havana, while the Kennedys, the mob and the CIA all hold court at the luxurious Miramar Playa Hotel. This is Ike Evans’ place, and he used mob boss Ben “The Butcher” Diamond to finance it. With diving clowns by day, and escorts at night, nothing’s what it seems in the STARZ Original Series Magic City. Cast: Jeffery Dean Morgan, Dominik Garcia-Lorido, Yul Vazquez.

    The Cable

    Directed by Jesse Quiñones, Producer: Ann Marie Goodwin

    A gripping documentary about two children in Colombia who must use a cable, which is connected to two mountains, as their only means of travelling to and from the outside world.

    Knight to D7:

    Director: Nathan Scoggins, Executive Producer: Hugo Perez

    From the award-winning creators of GRANDE DRIP comes a compelling short film about friendship, sacrifice, and the importance of significance over existence.

    Most Wanted

    Producer/Director: Dallas King

    Set in the future, an FBI agent must ”jump” across space to capture the creator of a controversial drug that’s taking over the world.

    Cast: Michael King, Venus Leone, Yoshua Sudarso, Cris D’Annunzio


    Auditorium 18 - Hollywood Whores (Blu) + Lilia (Blu) = 122 minutes Start Short: 6:45pm Start Feature: 7:03pm Q&A 8:47pm End 9:17pm

    Hollywood Whores
    Writer-Director:  Adam Schlachter, Producers:  Adam Schlachter, Van Kassabian
    Struggling artists in Los Angeles, from studio executive to homeless actor, compromise their identities, integrities, and souls in search of their dreams, ideals, and passions….  Funny, realistic, and heartfelt.  Cast:  Henrik Larsson, Yeniffer Behrens, Anup Sugunan, Carla Tassara, Michael Gavino, Viviana Vigil, and Joey Medina.

    Lilia

    Director: Sam Lerma

    ‘Lilia’ is a story about a man’s struggle to keep his family together, after losing his job. Cast: Alfredo Lomeli , Aisa Palomares, Lauren Montemayor (Lilia)

     

     Auditorium 14 - Miracle of Spanish Harlem(HD) + History of Spaceflight(HD)  = 106 minutesStart Short: 7:10pm Start Feature: 7:27pm Q&A: 8:56pm End 9:07pm

    Miracle of Spanish Harlem 

    Directed by Derek Velez Partridge Screenplay by Carlos Bermudez
    Kate Del Castillo (Eva) gives (Tito) Luis Antonio Ramos a second chance at love but he must first overcome a lie and find redemption. This is an emotional drama about a man that tries to make his own miracle, only to find a real one.(Florida Premiere)   Cast: Tony Plana, Andre Royo, Fatima Ptacek, Adrian Martinez, Priscilla Lopez, Geraldo Rivera

    History of Spaceflight

    Director: Chris Caraballo, Producer: Chris Caraballo, Lea Dizon, Douglas Jessup

    When their parents leave them home alone for the afternoon, the Beasley children devise a scheme to sneak up into the attic to uncover their Christmas presents early.   It’s one small step for them, but one giant leap for children everywhere. Cast: Christian Kramme, Cole Jensen, Rachel & Amanda Pace

    Auditorium 15 - Girl in Progress (DCP) = 110 minutesStart Feature 6:55pm End Q&A/Discussion 8:45pm End 9:15pm

    Director: Patricia Riggen

    As single mom Grace juggles work, bills, and her affair with a married doctor, her daughter, Ansiedad, plots a shortcut to adulthood after finding inspiration in the coming-of-age stories she’s reading for school. Cast: Eva Mendes, Cierra Rodriguez, Patricia Arquette, Matthew Modine  (Advance Sneak Peek Screening of 2nd episode) 

     

     

     

     


    Type Film


9:00pm

 
 

7:00am

7:30am

8:00am

9:00am

10:00am

Overcoming the Mariachi Band Syndrome: How Young Creatives are Moving Boldly Beyond Latino Stereotypes
    Friday April 13, 2012 10:00am - 11:00am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Strtyp

    SPEAKERS:
    - Juan Oubiña, Group Creative Director GrupoGallegos

    - Paco Olavarrieta, Chief Content Curator, Dieste

    SESSION OVERVIEW:

    Let’s call it the Mariachi Band Syndrome: The assumption by many creative directors that all U.S. Hispanics are Mexican and listen to Mariachi music. Young Latino talent has helped evolve Hispanic advertising beyond stereotypes by creating breakthrough work.

    In this panel, a group of renowned creative directors will discuss their approach to developing breakthrough work and how they are fighting Latino stereotypes. More importantly, they will share and discuss powerful examples and case studies.

    In this session you will learn:

    • How Latino advertising is moving beyond traditional stereotypes
    • The new face of Hispanic advertising
    • Experience the greatest work within the industry
    • What’s working and what’s not?
    • Controversy: different approaches and styles

     


    Type Advertising


10:00am

Ay Que Linda! The New Power And Influence Of Latina Fashionista Bloggers (sponsored by ViveMejor)
    Friday April 13, 2012 10:00am - 11:00am @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Linda

    MODERATOR:

    • Rosy Cordero, AcidentalSexiness.com

    SPEAKERS:

    • Daniella  Ramirez, Fab, Chic & Fit
    • Adriana Castro, El Diario De La Moda
    • Carmen Ordonez, Viva Fashion Blog
    • Flor de Maria Rivera, Flor de Maria Fashion

    SESSION DESCRIPTION:

    Few industries have felt the impact of the blogosphere as much as the fashion industry.  New York Times Style Writer Eric Wilson described fashion bloggers as having ascended “from the nosebleeds to the front rows” of the fashion world in the last three years because of their speed in reviewing new styles, designers, trends and fashion events – sometimes days and even weeks before the traditional fashion magazines can get to press.

    How have Latino fashion bloggers both influenced their industry and benefitted from their newfound influence and credibility? In this powerful session, learn from some of the top Latino fashion bloggers how they cover the fashion world – nationally and even globally — and bring their readers tips and tricks, cool deals, hot trends, amazing fashions and lookbooks that readers can’t find in the elite magazines. And when these fashion bloggers partner with brands, how do they ensure objectivity and a smooth relationship?

    In this session you will learn:

    • The tremendous impact fashion bloggers are having on the fashion industry
    • How Latino fashion bloggers got their start
    • How they decide what to cover and not cover
    • Case studies of successful brand-blogger relationships
    • How Latino fashion bloggers are leveraging their newfound credibility and influence and moving beyond the blog
    • The challenges and nuances of managing a fashion blog
    • How they work with brands to ensure a smooth relationship

     


    Type Blogging


10:00am

Blogging For A Cause: How Latino Bloggers Are Using Social Media To Champion A Good Cause
    Friday April 13, 2012 10:00am - 11:00am @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Cause

    Moderator:

     Chantilly Patiño, MulticulturalFamilia.com

    SPEAKERS:

    • Eliana Tardio, ElianaTardio.com
    • Lisa Quiñones-Fontanez, AutismWonderland.com
    • Laurita Tellado, Holdin’Out for a Hero

    Eliana Tardio is an award-winning Latina mom blogger who educates parents about the challenges and joys of raising two Down Syndrome children; Lisa Quiñones-Fontanez has turned her journey with an Autistic son into a Hispanic Autism resource blog; Laurita Tellado has Spina Bifida and uses her blog to raise awareness.

    In this heartfelt session, you’ll hear from three bloggers who passionately use their online voices to champion a special cause.  Through the unique stories of these bloggers you will discover how to build online communities around your cause and what it takes to create a self-supporting network that succeeds.

    In this session you will learn:

    • Case studies and examples from various bloggers who have successfully championed a cause through their blog
    • What you need to know to establish an effective cause-related blog
    • The challenges about creating a blog for a cause
    • How to use your blog to raise funds for a cause
    • How to build partnerships with Latino online communities to build awareness and community for a cause

     


    Type Blogging


10:00am

In The World Of Spill.Com
    Friday April 13, 2012 10:00am - 11:00am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Spill

    In a social media world where people are left to find ways to communicate outside of the traditional blog or website, spill.com has managed to cultivate its own social network. http://www.spill.com

    Come meet:

    Korey Colman,

    Tony Guerrero (aka Co-Host 3000)

    Martin Thomas (Leon)

    Chris Cox (AKA Cyrus)

    for what will certainly be one of the most entertaining and humorous experience you will have at Hispanicize 2012.

    Moderator:  Edwin Pagan, Founder/Editor-in-Chief latinhorror.com


    Type Film


10:00am

Meet the Latino News and Culture Sites: Huffington Post Latino Voices, Univision, Being Latino, FOX News Latino and NBC Latino
    Friday April 13, 2012 10:00am - 11:00am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #LNews

    MODERATOR:
    Audrey Ponzio
    , Senior Vice President, Edelman

    SPEAKERS
    :
    - Chris Peña, Executive Editor, NBC Latino
    - Alberto Vourvoulias, Managing editor of FOX News Latino
    - Lance Rios, Founder and CEO, Being Latino Online
    - Miguel Ferrer, Managing Editor, Huffington Post LatinoVoices
    - Fernando Vila, News Editor, Univision News 

    In the past year a new crop of national, blog-style, English-language Latino news and community portals have riden the wave of social media to launch their content platforms: Being Latino Online, Fox News Latino, the Huffington Post LatinoVoices, NBC Latino and more.  These Hispanic-focused blog and news portals cover a wide variety of topics from culture and family to politics, education, immigration, celebrity news and health. In this session you’ll meet four of these top news portals and you’ll discover how each of these Latino platforms differentiate themselves in an increasingly competetive marketplace for content and readers.

    In this session you will learn:

    • The content, focus and style differences between the major Hispanic news portals
    • How to collaborate with each platform to either contribute or generate content through them
    • The plans each platform has to capture Hispanic audiences
    • The Do’s and Don’ts for pitching them on potential story ideas
    • How these platforms differentiate themselves from the older Hispanic portals like Terra, Univision.com and Yahoo en Español

     


    Type PR


11:00am

CASE STUDY: Get to a Better State (State Farm Case Study)
    Friday April 13, 2012 11:00am - 12:15pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #SFarm

    State Farm has been marketing to US Hispanics since 1997 and Alma has been their Hispanic advertising and marketing partner since the beginning. Together they’ve seen the Latino market expand and become increasingly diversified, competitors become more aggressive, media evolve, and State Farm’s advertising campaigns transition based on consumer needs and insights.  Yet, State Farm’s mission and values as a company have remained unchanged as has their commitment to the Hispanic Market.  This case study will focus on their most recent campaign “Get to a Better State” and how it’s been activated beyond just traditional advertising.

    Panelists:

    * Diego Yurkievich, SVP Executive Creative Director, ALMA 
    * Madeline Perez-Velez, Group Business Director, ALMA
    * Luz Ma. Vélez, Associate Digital Director, ALMA
    * Kelly Thul, CPCU State Farm – Director, State Farm Sales and Marketing Department

     



    Type Advertising


11:00am

Secret Salsa: How To Create Authentic Brand Ambassadorships And Campaigns With Latino Food Bloggers
    Friday April 13, 2012 11:00am - 12:15pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Salsa

    MODERATOR: Stephen Chavez, LatinoFoodie.com

    SPEAKERS:

    • Bren Herrera, Founder, Flanboyant Eats
    • Erika Sanchez, Founder, Nibbles & Feast
    • Nicole Presley, Founder, Presley’s Pantry
    • Mando Rayo, Founder, Taco Journalism

    SESSSION DESCRIPTION:

    Ceviche. Ropa Vieja. Chicken Quesadillas. Arroz Con Gandules. Arepas. Are you hungry? Welcome to the delicious world of Latino foodie blogging and its plethora of dishes.  Moderator Stephen Chavez will provide a general overview of the nature of food blogs, what they cover, content needs, rules of food blogging, number of Latino food bloggers in this space and some of the key players, etc…

    This panel will be an interactive exchange, introducing case studies from Nestle, California Milk Processing Board, Club Mi Maseca, and others for brand and PR executives to learn unique and effective ways to successfully work with food bloggers. The panelists will demonstrate how to cultivate mutually beneficial relationships with them in order to expand a brand’s audience share and impressions.

    In this session you will learn:

    • The nature and number of Latino food blogs and what they cover
    • The key players in Latino food blogging
    • How to cultivate mutually beneficial relationships with Latino food bloggers in order to expand a brand’s audience share and impressions
    • Recent case studies from Nestle, California Milk Processing Board, Club Mi Maseca and others
    • The types of content that Latino foodies wish to write about
    • The rules of food blogging and how these apply in a Hispanic context
    • How Latino food bloggers are incorporating multimedia components such as webisodes to teach their readers how they cook

     


    Type Blogging


11:00am

Yo Decido: How Latino media will cover the 2012 elections (Sponsored by VOXXI)
    Friday April 13, 2012 11:00am - 12:15pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Dcdo

    MODERATOR:

    • Rudy Fernandez, Vice President of Government & Community Relations, University of Miami, former Special Assistant to President George W. Bush in the White House Office of Intergovernmental Affairs and former Deputy Assistant Secretary for Governmental Affairs at the U.S. Department of Transportation

    SPEAKERS:

    • Elaine del Valle, Founder of Political Cortadito, Pulitzer Prize-winning journalist, and former Miami Herald staff writer
    • Ruben Navarette, Syndicated Columnist, CNN.COM Contributor, Voxxi.com contributor, USA Today Board of Contributors, NPR Commentator
    • Emilio Sanchez, President and CEO, Voxxi.com, former US Hispanic Managing Editor at EFE News Agency 

    SESSION OVERVIEW:

    Latinos are projected to make up nearly 10 percent of the electorate in November, a 26 percent increase over the 2008 figure. Time’s February cover ‘Yo. Decido. Why Latinos will pick the next President’ discussed how Latinos have grown significantly in many parts of the country and this may determine our President in the 2012 elections. Time's cover is historic it is not unprecedented. 

    This session will provide an overview of what the real issues are for this election year and how they will be covered by the Latino media. Latinos are not a homogenous group and candidates need to engage on the issues including – jobs, education, healthcare, and the economy, among others – same issues that are important to all voters.

    In this session you will learn:

    • What are the real issues at stake for our community and which are not?
    • With GOP approval rating low among Hispanics, explore the Republican party’s platform surrounding immigration, Dream Act, and other topics and what will it take to grow the party through Hispanic inclusion.
    • Will Latinos support Obama despite his record on deportation and the broken promises?
    • In the states that really matter with respect to the electoral vote, and how much influence do Latinos have.  The county with the largest Latino population is Los Angeles, CA, followed by Harris, TX, and third is Miami-Dade, FL. 
    • Anti-immigration legislation in Arizona, Alabama and Georgia

     


    Type PR


11:00am

12:00pm

Media meet and greet with two Latino legends of journalism, Emilio Sanchez and Ruben Navarrette
    Friday April 13, 2012 12:00pm - 2:00am @ Press Room (4th Floor, Gallery 3)

    Meet two Latino legends of journalism, Emilio Sanchez and Ruben Navarrette, following the panel “Yo Decido. Latinos matter in politics and media. How Latino media will cover the 2012 elections,” sponsored by VOXXI.  Emilio Sanchez, President and CEO, VOXXI, is the renowned former editor of EFE News Agency with a successful track record that spans over 25 years.  Nationally-syndicated columnist Ruben Navarrette is one of the most respected Latino analysts in the country who recently began writing an exclusive weekly column for VOXXI. Both will take part in the panel that morning.

    VOXXI is the premier site for news, analysis and commentary with a Hispanic focus.   The site recently announced their strategic plans for expanded coverage of the 2012 elections and the role of Latinos will play in it.  Please contact Janice Lusky Greenspan at (305) 318-1566 to pre-arrange an interview.



    Speakers

    Type Press Conference
  • Room: Plaza 4&5 (5th Floor) 4th Floor, Gallery 3


12:20pm

Entrepreneurs Lunch- Blood, Sweat & Tears: Digital Success Stories From Four Latino Media Entrepreneurs
    Friday April 13, 2012 12:20pm - 1:25pm @ Ballroom (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Entr

    MODERATOR:

    Aurelia Flores, Founder, Powerful Latinas

    PANELISTS:

    • Jeannette Kaplun, Chief Content Officer/Founder at Todobebe /TV Host Viva la Familia
    • Kathy Cano-Murillo, Artist and Founder, CraftyChicas.com
    • Manny Ruiz, Founder, Hispanicize and PapiBlogger.com

    SESSION DESCRIPTION:

    You’ve known it.  You’ve felt it.  You believe it.  You want it.  Chances are if you’re a blogger or someone who is just very active in social media, you’re already an entrepreneur.  In this hyper social media age, your blog or digital identity is a digital media company so how can you potentially scale it up to the “next level?”

    In this general assembly lunch session you will hear the behind-the-scenes stories of three Latino entrepreneurs who launched successful media ventures like LatCom Communications (creators of iCaramba), Crafty Chica, Hispanic PR Wire and Hispanic Digital Network.  Learn about their humble beginnings, how they developed their business concepts, built momentum, attracted talented partners and overcame daunting hurdles on their path to success.

    You will be surprised by the inside stories and insights you will gain from these media entrepreneurs.  Their inspiring stories today will be yours tomorrow.

    In this session you will learn:

    • The inside success stories of three Latino media entrepreneurs behind Crafty Chica, LatCom Communications and Hispanic PR Wire/Hispanic Digital Network
    • The keys to building a successful media company or blog
    • The Dos and Don’ts of forming a great team
    • The best business advice you’ll never find in a business book

     


    Type GENERAL


1:30pm

Los Geeks 3.0: Meet The Latino Tech Bloggers (Sponsored by SPRINT)
    Friday April 13, 2012 1:30pm - 2:30pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #LosGks

    Moderator: Jose Ulloa, The Latino Cyber Guy

    SPEAKERS:

    • Maria Vargas, LaChicaGamer.com
    • Alberto C. Saldamando, Founder, ElMundoTech.com
    • Ariel Coro, Founder, Tu Tecnologia
    • Hector Galvan, Sprint

    SESSION DESCRIPTION:

    Latino technology bloggers are in a class of their own. From smartphones to games, apps to anime, and iPads to social media, Latino bloggers are not just quickly adopting and using the latest technologies, but writing about them and building online communities.

    Find out how these Latino geek trendsetters got their start and how they have grown their audiences using the very technologies they write about. How are brands partnering with these cutting-edge and influential blogueros and blogueras? And what do these geek heroes see in the future of the Latino tech blogosphere and for themselves?

    In this session you will learn:

    • Who are the hottest Latino tech and gaming bloggers
    • The latest trends and topics among Latino tech and gaming bloggers
    • How Latino tech bloggers differ from mainstream tech bloggers
    • How Latino tech and gaming bloggers pioneer trends and influence the mainstream
    • How brands are finding and partnering with Latino tech and gaming influencers
    • Case studies of recent successful sponsorships

     


    Type Blogging


1:30pm

A Model for Hispanic CSR Initiatives: McDonald’s 27-Year Legacy of Serving Hispanic Students
    Friday April 13, 2012 1:30pm - 2:30pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #MCDCSR

    SPEAKERS:

    Cristina Alfaro, Manager, US Communications, McDonald’s
    Jennifer Gonzalez-Stansfield, Vice President, VPE Public Relations

    SESSION OVERVIEW:
    This session will present a case-study on McDonald’s award-winning Hispanic Education Initiative that has been recognized by the Hispanic Public Relations Association (HPRA), the Public Relations Society of America (PRSA), PR Week and others as a model of corporate social responsibility.  Established in 1985, the initiative has positioned McDonald’s as a corporate leader in Hispanic education and has helped solidify relationships with Hispanic consumers.

    The session will explore the steps McDonald’s has taken to keep the program fresh and vital after 27 years by utilizing public relations, marketing and social media strategies and partnering with Hispanic non-profit organizations.

    In this session you will learn:

    - How the McDonald’s education initiative has grown from a small local scholarship program to a comprehensive national initiative
    - How McDonald’s has successfully worked with Hispanic non-profit organizations
    - How the program is integrated into all the company’s Hispanic outreach programs
    - How the initiative marshalls the resources of the company’s Communications, Marketing and Charitable departments towards a common goal
    - How McDonald’s measures success for the program

     


    Type PR


1:30pm

A Brand Marketer's Guide to Facebook Latino & Multicultural Engagement
    Friday April 13, 2012 1:30pm - 2:30pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #BMkt

    MODERATOR:

    Wally Sabria, Senior Vice President - Social Media, The Axis Agency

    SPEAKERS:

    • Lamar TylerFounder, Black and Married with Kids Facebook (100K plus fans)

    • Lance Rios, CEO/Founder, Being Latino Online Magazine and Being Latino Facebook (70K plus fans)

    • Julie Diaz-Asper, Founder/CEO, GigCoin

    To keep your brand going in today's world, you must know how to use the latest social media, conversational marketing tools and in that category, despite strong attempts by Google+ in the past year, Facebook rules the roost.

    When it comes to using Facebook to build community with Latino and multicultural communities the challenge is not so much that Facebook continoulsy changes in drastic ways but also that the rules of engagement are more complex due to language and culture issues.

    In this session you will hear from two of the largest multicultural community leaders in the nation as they talk about the nuances of building and maintaining community with other Latinos and African Americans.

    In this session you will learn:

    • The nuances of Facebook Latino and how engaging Latinos on Facebook contrasts to connecting with African Americans on Facebook
    • How to create your customized professional social networking strategy and how to implement your action plan
    • Tips and tricks for managing Facebook fan pages more effectively 
    • The importance of properly spacing and timing your posts 
    • Examples of brands that have done a great job building Facebook engagement with multicultural communities

     

     

     

     

     


    Type Social Media


1:30pm

Building La Comunidad: How to Successfully Manage Online Latino Communities for Your Brand
    Friday April 13, 2012 1:30pm - 2:35pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hisp12  #LComm

    MODERATOR
    Oralia Michel, OMÁGEN Marketing & PR Consultancy/ HPRA National

    SPEAKERS

    • Silvina Jover-Cirillo, Community Manager, State Farm Latino
    • Genevieve Jenkins, FH Hispania social media and digital expert
    • Jose Villa, Principal, Sensis

    You’ve reached your goal of achieving the perfect number of ‘likes’ and followers for your brand, but how do you keep the community engaged?  A growing field in communications is the role of the community leader or manager, and it takes a special set of skills to succeed in balancing brand priorities with meaningful interaction among fans, friends, and followers.

    In this session you will learn:

    • The skills agencies and brands look for: hint, it is more than your ability to spend 16 hours on Facebook
    • How to identify, grow, and develop the right talent to spearhead a community
    • Successful practices in transparency and relationship building
    • The types of Hispanic Personas and their differences with other segments
    • How are Hispanics differentiated in their use of social media?
    • How to connect, when to respond, and language considerations when reaching Latino communities

    Type Social Media


1:30pm

Essentials to a Successful Film Marketing Campaign
    Friday April 13, 2012 1:30pm - 2:45pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #FLM1

     

    Moderator: 

    Bel Hernandez, CEO Latin Heat Media

    Speakers:

    Gabriel Reyes, President, Reyes Entertainment

    Etienne Hernandez Medina, President/CEO, H&M Communications 

    Ivette Rodriguez, President AEM 

    Hugo Perez, Sr. VP/Group Account Director 

     

    You made a terrific film, but how do you make it stands out above the rest?  You need a marketing strategy and our panelist are experts in helping creating a campaign that will get people talking and get you the press you need.  And nowadays no filmmaking campaign is complete without a website and social media marketing strategy. Learn how to put these internet tools to work for your film's promotion.  What is the social media protocol?  How to get maximum buzz online and creating partnerships to extend your brand. 


    Type Film


2:30pm

3:15pm

Collaborations: The Director/Producer Dynamic
    Friday April 13, 2012 3:15pm - 4:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #DPro

    Moderator:  

    - Piedad Palacios, Producer/Consultant/Miami Dade Chair, Film & Entertainment Advisory Board

    Speakers:

    - Elizabeth Avellan, Producer, (Machete, Spy Kids, Sin City, From Dusk Til Dawn, El Mariachi)

    - Jessy Terrero,
    Director (Freelancers, Soul Plane)

    - Adam Schlachter, Director (Hollywood Whores)

    - Anu Gunn, Producer (Hollywood Whores)

    The creative collaboration of the producer and director on a film or television project is a unique relationship between strong willed personalities that often does not play by the rules. So how does the collaboration work so as to achieve a common creative goal? This panel explores the truth about the good, the bad and the ugly of the art of the creative collaboration between the director and the producer and offers some common sense solutions to navigating the waters without losing your mind or creative self.


    Type Film


3:30pm

Fútbol Marketing in 2012: Tapping into the Power of Soccer to Engage Latinos
    Friday April 13, 2012 3:30pm - 4:30pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Ftbl

    MODERATOR:

    Eric Diaz, Principal, DK Web Consulting and Social Media Spanish

    SPEAKERS:
    - Fernando Fiore, host of the Univision’s sports show ‘Republica Deportiva’

    - Hector Galvan, Sprint

    - Francisco Terreros, Director of Multicultural Business Development, Columbus Crew of Major League Soccer

    - Michael Olguin, Founder, Formula PR

    Fútbol is without doubt the world’s number one sport and one of the most popular vehicles brands consistently use to reach Latino consumers in the U.S. today.

    Using case studies from brands and professional soccer, a distinguished panel of soccer marketers, brands and media personalities will give you the ultimate insights on how soccer can be most effectively used today to reach U.S. Hispanic soccer fans.

    In this session you will learn:

    - Best practices in communicating with the Hispanic soccer audience

    - How soccer can help companies reach this segmented audience

    - How to effectively engage fans for brands through social media outlets

    - Case studies from experts in the industry on how to develop engagement and loyalty with Hispanic soccer fans

    - An inside look at how one Major League Soccer team uses Hispanic marketing to target their fans

    - Marketing strategies to look for at the upcoming World Cup 2014 in Brazil

     


    Type Advertising


3:30pm

A Holistic Approach to Engage Influencers, Manage Reputations and Deliver Results for Advocacy and Public Affairs Programs in Latin America
    Friday April 13, 2012 3:30pm - 4:30pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Hlst

    PRESENTERS:

    - Kety Esquivel, Vice President, Digital Influence
    - Felipe Benitez Account Director, Public Affairs

    Creating comprehensive public affairs and advocacy communication strategies for international audiences requires a multi-faceted approach that combines digital and traditional media tactics.  These kinds of tactics are needed to maximize visibility, foster audience engagement, create and deliver compelling messages that influence perceptions and enhance reputations.

    The session will provide tools to companies, non-governmental organizations and government agencies an overview of effective tools and approaches to develop synergies among digital and traditional media communication tactics.

    In this session you will learn:

    • The marketing formula behind the COP 16 (Climate Change Conference) Mexico Stop Belo Monte Campaign , which included the participation of movie director James Cameron Indigenous rights movements in Latin America
    • Principles of the strategic communications planning
    • Principles of Influencers Mapping and engagement
    • Best practices in blogger engagement
    • Best practices in traditional media relations
    • Create synergies between digital and traditional media outreach

     


    Type PR


3:30pm

Keys to SEO Success for Your U.S. Hispanic Websites
    Friday April 13, 2012 3:30pm - 4:30pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #SEO

    MODERATOR:

    Bill Gato, Editorial Director, Hispanicize.com and Principal, Gato Advertising

    SPEAKERS
    :

    • Daniel Rosenstein,Consolidated Credit
    • Sebastian Aroca, Managing Partner, Hispanic Market Advisors

    SESSION OVERVIEW: 

    Everybody knows SEO is a critical component to driving traffic but until recently SEO has been harder to figure out for Hispanic-targeted and Spanish-language Web sites in particular.  A panel of SEO experts will help you discover the keys to growing your Spanish-language web site’s traffic in an organic and exponential way that will help you tap into the Spanish-preferred and Spanish-dominant U.S. Hispanic Market.    The session will include highlights from Consolidated Credit, a brand that hasn’t had shortages of challenges to reach the Hispanic market but it’s now employing innovative strategies for business growth by building deep connections with Latinas.

    In this session you will learn:

    • Why you must include a Hispanic – and just Spanish – SEO plan in your overall SEO strategy

    • Differences between English and Spanish SEO and how to employ the right combination of both to reach the entire spectrum of the Hispanic market

    • Importance of keyword research/analysis and site architecture

    • Best practices for optimizing your site content for Hispanic SEO

    • Ways to improve your search engine placement and boost keyword ranking in SERP

    • How to make social media and public relations work for SEO and vice versa

    • Tips to executing a cost-effective Hispanic SEO campaign that can help you connect with the nation’s fastest growing community and expand your business.

    • How to measure the ROI for your bilingual websites in a way that doesn’t interfere with metrics from the general market

    - Key considerations and best practices for developing and implementing a Hispanic SEO strategy for your Web properties.

    If you already have Spanish-language Web properties, it’s time to optimize them to increase organic traffic and seize new revenues from the Hispanic market. Then, along with the cultural relevant English-language Web properties, you’ll be well-positioned to reach the “entire” spectrum of the Hispanic market.



    Speakers
    Managing Partner, Hispanic Market Advisors


    Type Social Media


4:30pm

Exhibit Area Sponsors Round Robin of Raffles for Bloggers

6:00pm

Scarface Cult Film Screening - Closing Night Event (Sponsored by Bacardi USA, BlackBerry and Cricket Wireless)
    Friday April 13, 2012 6:00pm - 11:55pm @ Villa Vecchia

    The most unbelievable closing night event of ANY event you'll attend this year revolves around celebrities and the cult favorite film "Scarface" which will be screened outdoors, oceanside at one of South Florida's most majestic mansions: the Villa Vecchia mansion.  A co-production of Hispanicize 2012 and Being latino, this incredible event is sponsored by Bacardi USA, Hatuey Beer, Cricket Wireless and BlackBerry.  (See details below)

    ‘Scarface’ and iconic members of its cast coming to Miami for epic closing night event of Hispanicize 2012 April 13

    Three decades after it was politically spooked from being filmed in Miami - the city that serves as its backdrop - “Scarface” is returning to the Magic City in an over-the-top style event worthy of Tony Montana.

    On Friday, April 13 Hispanicize 2012 and Being Latino will team up to bring an unprecedented screening of “Scarface” presented by the legendary HATUEY Cuban-Style Ale to an ocean-side mansion benefit for ArtesMiami, Inc., the South Florida non-profit organization dedicated to developing South Florida as a cultural center with a special focus on Hispanic culture.  The iconic Miami Beach mansion, Villa Vecchia, is set to host the unique benefit (see the mansion at http://bit.ly/AvMM4u).  A parody promotional video produced by Digibunch is available at http://www.youtube.com/watch?v=cCXAkEvFL5U.

    The screening will also serve as the closing night event of Hispanicize 2012, the annual Latino trends event for social media, marketing, media and entertainment that’s being held April 10-13. As part of the event “Scarface” stars Steven Bauer (“Manolo”), Pepe Serna (“Angel”) and Angel Salazar (“Chi Chi”) will make a special appearance to talk about the classic film that ironically could not be filmed in Miami in the early 80s due to local political tensions at the time.

    “A gorgeous mansion, Steven Bauer, Pepe Serna, Angel Salazar, awesome Cuban food and everything wrapped around a good cause – this is the only way to properly pay tribute to Scarface,” said Hispanicize 2012 Event Organizer and Creative Director Manny Ruiz.

    Admission to the “Scarface” event will be restricted to Hispanicize 2012 sponsors, VIPs, filmmakers, media, Latino bloggers and 25 lucky attendees of the four-day event.  The benefit is also sponsored by Cricket Wireless, the pioneer and leader in delivering innovative value-rich prepaid wireless services with no long-term contracts serving more than 5.9 million customers. Cricket will be providing the soundtrack to the evening via its award-winning Muve Music product, the first music service designed for a wireless phone that now has more than 500,000 customers.

    The “Scarface” cult film event is part of the National Latino Film Showcase that Hispanicize 2012 introduced this year with presenting film showcase sponsor BlackBerry and in partnership with Latin Heat Media and Getty Images Hispanic.  Among this year’s film showcase highlights are the screenings of six feature length films, one of which will win a $10,000 grand prize and several dozen short films, one of which will earn a $5,000 grand prize.

     


    Type Film


 

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