Hispanicize 2012

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

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. 

#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.

SESSION HASHTAGS:  #Hispz12  #Pint

SPEAKERS:

Yolanda Machado, blogger, Sassy Mama in L.A.

Amber Ortega, blogger, Thrifty Ninja

Jewel Figueras, blogger, Jewel's Fab Life

Learn how to make stumbleupon & Pinterest work for you and your brand in just a few easy steps, and stumble your way into big traffic.

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. 

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

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

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.

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

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

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

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. 

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