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Filter: Met 4 (3rd Floor)


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)



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


    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


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


    Cristy Clavijo-Kish, CEO, Hispanicize


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


    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


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


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


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


    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


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



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


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


    - 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


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


    - 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


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


    * Libby Julia, Chief Content Officer, Being Latino


    * Maikel Rodriguez,
    Los Pichy Boys 

    * Alicia Borchardt,

    * Laura Termini, NaturalOrganicaYLatina.com

    * Tania Luviano, LatinaMomTV.com

    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


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


    • 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



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

    - Juan Oubiña, Group Creative Director GrupoGallegos

    - Paco Olavarrieta, Chief Content Curator, Dieste


    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


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.


    * 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


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


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


    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


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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