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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)


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

    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


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)


    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

    Vice President of Client Services at Tilson PR

    Field Marketing Manager for Dunkin’ Donuts in South Florid...

    Type Social Media


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)


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

    Cristy Clavijo-Kish, CEO, Hispanicize digital

    - 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


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)


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


    - 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


Latino Tech and Social Media Entrepreneurs' Roundtable


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

    Mauricio Samayoa, Director Social Media Newlink Group

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


    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


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

    Richie Matthews, Managing Director, DIÁLOGO

    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


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


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


    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



Google 2012 Hispanic Update with Mark Lopez


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


    Jewel Figueras, Founder, Jewel's Fab Life


    Araba Dowell, PR Manager for the Southeast Region, GM

    Stephanie Camargo Ruiz, Southeast Region Communications, GM


    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


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


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


     Luis Caballero from RadioShack


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


    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


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


    • Paul Rand, CEO, The Zocalo Group



    • 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.  


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

    Lynn Ponder passionate, tenacious, resilient.Lynn is a social...

    Type Social Media




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


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


    • 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


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

    Oralia Michel, OMÁGEN Marketing & PR Consultancy/ HPRA National


    • 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


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)



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


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


    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.

    Managing Partner, Hispanic Market Advisors

    Type Social Media


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