Sessions at SXSW Interactive 2011 about Hispanic

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Saturday 12th March 2011

• Reaching Hispanics Through Mobile - GobiernoUSA.gov's Experience

  by Laura Godfrey

  Hispanics are significantly more likely than non-Hispanic whites to use their phones to engage with their peers by accessing the Internet, sharing pictures and videos, sending messages, and using social networking sites. As the Hispanic population grows within the United States, these behaviors present new opportunities for the government to interact with people. Laura Godfrey's presentation will explain how GobiernoUSA.gov is reaching out to mobile-enabled Hispanics by building a mobile friendly version of the site.

  LEVEL: Beginner

  • Hispanic
  • Mobile
  • Spanish

  At 11:45am to 12:00pm, Saturday 12th March

  In Ballroom E, Austin Convention Center

• Latino Link: Marketing to Spanish-Speakers Using Digital Platforms

  by Ana Grace and Joe Kutchera

  Hispanics considerably over-index for using social media and mobile services relative to the general population. Yet many marketers don’t know where to begin when targeting this audience on digital platforms. In this session, you will discover key consumer personae of the Spanish-speaking audience online and learn from case studies about how leading marketers about engage this audience online and on mobile devices.

  LEVEL: Beginner

  • Hispanic
  • Spanish

  At 12:30pm to 1:30pm, Saturday 12th March

  In Trinity, Hilton Garden Inn Austin Downtown

• Latinas in Technology: Beauty, Brains and Blogging

  by Kety Esquivel

  One out of every four children born in the U.S. today is Hispanic. In Texas, Hispanics are the fastest growing portion of the population. In 2006, 35.7% of Texans were Hispanic, recent projections are even higher now.

  So where are the Hispanics? Are Latinos online? Are they content producers? Are they technologists? Are they influencers? Or are they staying off line because of the digital divide?

  Recent studies have shown us that the Hispanic community is growing exponentially in its online relevance and is in fact growing in not only consumption but development at rates faster and higher than those of its non-Hispanic US peers. We are online and we are a force to be reckoned with.

  Our panel Latinas and Technology: Beauty, Brains and Blogging intends to explore five success stories of Latinas and their communities in this space. We will look at the numbers, the opportunities and five related case studies which show that Hispanics in the US are innovating online and thriving technologically as content producers, technologists and businesswomen, flexing their political and economic muscle online and offline.

  The opportunities this presents for both the Hispanic community and those interested in engaging the growing Latino community are infinite. Come out and join us at Latinas and Technology: Beauty, Brains and Blogging and let's make sure our presence is known. Let's share what we've been able to do to date and where we are going!

  LEVEL: Intermediate

  • Blogging
  • Community
  • Hispanic
  • Latin America

  At 3:30pm to 4:30pm, Saturday 12th March

  In Rio, Hilton Garden Inn Austin Downtown

Monday 14th March 2011

• Hispanic Marketing After the 2010 Census

  by Kety Esquivel, Jerry Rocha, Reinaldo Padua and Roberto Ruiz

  After the 2000 Census, companies began paying more attention to the Hispanic market. The estimated buying power at the time was $500 Billion and has steadily increased since then. However, large corporations still struggle when it comes to marketing to Hispanics because they do not understand the subjective culture of the Hispanic marketplace--beliefs, fundamental priorities, modes of communication, technology adoption and buying habits (such as who makes the purchasing decisions in the household).

  In this presentation, we'll explore the diversity of the Hispanic market such as how Hispanic markets in the U.S. vary by Designated Market Area (DMA). For example, how Los Angeles is different than Miami. We'll discuss commonalities in marketing to this group as well as how to translate your brand attributes so that they have cultural significance to Hispanics.

  Hispanics adopt new technologies at a faster rate than the general population making them segmented since they are heavy consumers of both online and mobile media. Therefore, the media marketing mix has to be more diverse. We'll show where the Hispanics are, what they are consuming, and how to reach sub-demographics such as "Hispanic females aged 18-24 in Dallas."

  We'll also discuss the nuances of marketing to 2nd and 3rd generation Hispanics--some of whom may only speak English but who still identify strongly with the culture.

  LEVEL: Beginner

  • Diversity
  • Hispanic

  At 5:00pm to 6:00pm, Monday 14th March

  In Ballroom F, Austin Convention Center

Unscheduled

• Mi Vida, Mi Teléfono: Hispanic Mobile Madness [Cancelled?]

  For brands to remain competitive, we all know smartphones, iPads, apps—they simply can’t be ignored. But are marketers excitedly turning to ‘the new frontier,’ without knowledge of who’s on the other end of that mobile device? Mark López, COO of Terra USA, shares key insights into the demographic far and away representing the heaviest mobile users—Hispanics. The numbers make it crystal clear that Hispanics are more avid users of wireless services and broadband, both mobile and at home, than non-Hispanics, and are more receptive to online ads than non-Hispanics. Terra’s propriety research on mobile behavior and content strategies within this important market will inform attendees of the importance of connecting with the consumer and, simply, knowing who’s most into their phone. Finally, acting ahead of the curve, this demographic can inform marketers - and the rest of the population - how to best make use of the mobile space.

  LEVEL: Intermediate

  • Hispanic
  • Marketing
  • Mobile

  In Salon J, Hilton Austin Downtown