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Filter: Met 6 (3rd Floor)
 

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

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


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


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


3:00pm

Latino Tech and Social Media Entrepreneurs' Roundtable
 

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