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Filter: Plaza 4 & 5 (5th Floor)
 

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


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


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


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


 
 

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


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


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


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


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


 
 

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


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


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


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


 

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