Posts Tagged ‘latinos’

Women and Online Purchasing Power

April 1st, 2013

Lately, there has been a lot of buzz surrounding Yahoo! CEO Marissa Mayer and Facebook’s COO Sheryl Sandberg as both are women in high-powered roles. Perhaps, some of the debate had something to do with last March being Women’s History Month or rather their prowess as leaders have put them in the limelight. Nevertheless, this debate has motivated me to take a look into current online trends among women as a whole.

What is the effect of women in social technology?

According to a recent study by Pew, 71 percent of women are users of social networking sites, compared with 62 percent of men, for which a similar trend was observed with regard to mobile use. Furthermore, women are more social than men when it comes to engaging with brands, buying products that they have seen ads for and making recommendations online. An interesting statistic also shows that women are leading in the online space commonly known to be dominated by men:

  • 47.2 % of Major League Soccer fans are women
  • 46.5% of MLB fans are women
  • 43.2% of NFL fans are women
  • 37% of NBA fans are women
  • Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on men’s clothing.

The graphic below also shows that Hispanics, the fastest growing minority ethnic group in the U.S. over-indexes in social media use.

Pew Internet Project’s research related to social networking

Pew Internet Project’s research related to social networking


The Online – Social Butterfly

Women not only represent the majority of the online market,but also 85 percent of purchasing in the U.S. They are worth more than $5 trillion in consumer spending power, and are increasingly taking on leadership roles and leveraging their decision-making power as digital influencers more than ever before.

Women use social media to build strong online connections, especially with bloggers. Together, they push brands to develop strategic marketing campaigns that are tailored to the female audience. Surveys have shown that women are more likely to purchase brands they follow, and use social media to engage with brands, find promotions and keep informed about new products and trends.

The Women of Social Media Report – Study by +Weber Shandwick Digital and KRC Research highlights

The Women of Social Media Report – Study by +Weber Shandwick Digital and KRC Research highlights


Brands That Appeal to Women

Some brands and organizations are embracing the influence that women have online and their potential to create a social movement.  For instance, the National Institutes of Health launched a Facebook campaign to educate and encourage women to protect their heart health, as well as influence others to do the same. Degree is also leveraging the active women on its Facebook page and inspiring them “to move” and share their experiences.

As a bilingual Latina who speaks mostly English both at work and socially, I still feel more of an affinity with brands that have developed a sensitive, well planned Spanish space. As a good example, P&G’s Orgullosa has a fresh approach of today’s Latina life, interests and passions, which I relate to more than the English P&G marketing strategy.

Dial soap has recently launched a Facebook page in Spanish that features promotions, giveaways and images that evoke the relation between women’s and mother-child ties: What’s your first memory of Dial? Is it mom washing your hands after playing outside? Or Washing your little one’s hands?” When it comes to choosing a product or becoming a loyal follower of a brand, I tend to support those companies that have made an effort to develop an emotional connection with my culture, traditions and values.

Top: Henkel/ Dial soap’s Facebook page in Spanish for Dial. Bottom: The National Institutes of Health’s campaign for women.

Top: Henkel/ Dial Soap’s Facebook page in Spanish. Bottom: The National Institutes of Health’s campaign for women.


Some Thoughts…

As women continue to influence online and offline purchases, brands should develop meaningful strategies to create online communities where women can communicate openly and engage in conversations about these social sensibilities. It is evident that digital communication has forced brands to target women outside of the box—creating campaigns with substance that deliver on more than just a pretty image. The quest for brand loyalty and online influencers is fair game in today’s digital world, and everyone from small business to large corporations needs to get in on the action.

Do you have a page or campaign designed for women that you would like to share with us? Let us know in the comments section below.


Switching Gears: NASCAR Welcomes the Hispanic Audience

May 18th, 2012

A casual conversation at Hispanicize

While taking a much needed pit stop during April’s Hispanicize conference in Miami, my business partner Natasha Pongonis and I happened to bump into a representative from the NASCAR Multicultural Development team.  As we chit chatted, we realized how interesting NASCAR’s multicultural strategies and plan were and decided to write a blog to share the NASCAR story with our readers.

Here at DK Web Consulting and Social Media Spanish, we love sports. We especially love sports brands who understand how important it is to reach out to Hispanics in the US and abroad. In the past year, we have had the opportunity of bringing you stories about Major League Soccer (MLS) the NBA the NFL and, today, we are bringing you the unique world of the National Association for Stock Car Auto Racing (NASCAR).

Racing has been a big part of Latin culture for as long as it has been a sport, but in America, the Mecca of car racing, NASCAR, is doing everything in its power to reach out to Hispanic audiences.  NACAR is even “opening its doors” to drivers, crew members and owners of Hispanic background to attract more interest in its world.

All about La Educación

For NASCAR the mission is about raising awareness of the sport and shifting the perception of Hispanics about the sport rather than a focus on sales goals.

But how do you tap into your current 9% Hispanic audience, plus grow higher interest in the most American of sports?

That’s where NASCAR Multicultural Development Manager, Alejandra Diaz-Labrecque sits behind the wheel to drive right into this key audience’s heart.  However, as you can imagine this has not been an easy task.

According to Ms. Diaz-Labrecque, “Focus group research in major Hispanic cities was done. Hispanics with different levels of acculturation were interviewed. Some were fans and some were not.” Interestingly, perception of NASCAR and their events was very poor, specifically because “They did not feel safe, did not feel it was not a family friendly event and did not feel welcomed,” Diaz-Labrecque said.

That’s when “Bienvenidos a NASCAR” (Welcome to NASCAR) was created. “We had to address these misperceptions directly. The program is more about education, than just selling tickets,” Diaz-Labrecque explained. “NASCAR has grown so fast that people look for quick ROI. But for our Hispanic effort, we know it is more about this key audience learning about the sport and the interest and passion will come later.”

For this Hispanic Awareness campaign, NASCAR partnered with 3 tracks in 2011, Phoenix, Miami, and Chicago.  At the NASCAR Sprint Cup races of these tracks, NASCAR looked to welcome Hispanics by having bilingual ambassadors, a bilingual broadcast, Spanish signage as well as concerts including Los Lobos in Phoenix and Chino and Nacho in Miami.

The Virtual Garage Tour

To show Latino fans more about the sport, and give them a virtual close-up, NASCAR created a bilingual campaign which aimed at educating their young target audience.  “We developed nine one-minute videos of nine key areas in the NASCAR garage and had Juan Pablo Montoya and owner, Felix Sabates, educate the viewer about what occurs in each location,” explains Diaz-Labrecque.  By watching the short videos, fans are able to quickly learn happens at each of these areas within the NASCAR garage.

A view from the Virtual Garage Tour: Juan Pablo’s Hauler

Car Culture: “Automovilismo

It is no understatement to say that Hispanics have a passion for cars, and therefore, there is a natural fit for NASCAR.  “There’s a big car culture among the Hispanic community and we have just scratched the surface. Also, we (NASCAR) are a very family centric organization,” Diaz-Labrecque said. It is true that for many Latin American families, watching Formula 1 is as important as going to church on Sundays! Latinos are also very passionate about following the famous Dakar Rally across different Latin American countries and cheering for their own country.

NASCAR has done their homework and wants to capture the sense of becoming an evento de familia (family event) among all Hispanics, in a setting where families can feel welcome, safe and supported.

Latinos on the Track

Hispanics can feel represented on the racetrack as well.  Among the big Latino names in the sport is the well known Colombian driver Juan Pablo Montoya with Target as his main sponsor, who is also a huge advertiser among the US Hispanic community. Lining up the Latinos in the NASCAR Sprint Cup Series is Cuban Aric Almirola. There are two full time Brazilian drivers on the NASCAR Camping World Truck Series, Nelson Piquet Jr and Miguel Paludo.

NASCAR can truly find their driver diversity in the US in the NASCAR K&N Pro Series East. As the premier developmental series for NASCAR, this series boasts drivers from Puerto Rico, Mexico, Colombia, Brazil and Angola. The NASCAR Toyota Series, a series ran entirely in Mexico is another great example of NASCAR’s efforts to embrace the Latino community, within the US and abroad.

There are a few teams worth mentioning for their efforts to develop Latin and diverse talent in the sport. Rev Racing operates the NASCAR Drive for Diversity Program, and currently runs two Latinos (Puerto Rico and Mexico), one African American and one Asian American in the NASCAR K&N Pro Series East. Operating on the same series, X-Team Racing runs drivers from Mexico, Brazil and Angola. And, Viva la Raza Racing, makes their debut in the series with Mexican drivers from the NASCAR Toyota Series.

Diaz-Labrecque travels frequently to support these diverse drivers and can often be found at tracks around the country from LA to Miami.

Nuestra Belleza Latina

At this point, NASCAR’s reach to Hispanic audiences is in its early stages, but there are great events that have already taken place.  This year NASCAR teamed with the highly rated show Nuestra Belleza Latina on a brand integrated challenge in Miami.  For those that don’t know, Nuestra Belleza Latina is a beauty pageant reality show now in its 6th season on Univision in which contestants take on weekly challenges in order to garner votes to stay on the show.

“For the NASCAR challenge, he (Juan Pablo) was to drive each of the girls around the track for three laps while they had to recite NASCAR facts by memory.”  Quite a show considering that JP was cruising at 180 miles an hour!  See clips on the video link below.  (Belleza Latina Challenge)

Speed Challenge With Juan Pablo Montoya in Nuestra Belleza Latina

Speed Challenge With Juan Pablo Montoya in Nuestra Belleza Latina


2013 – A year of much promise

With momentum gaining from their ongoing efforts towards the Hispanic community, NASCAR is excited for 2013.  In 2013 NASCAR will re-acquire the digital rights to digital properties such as and the NASCAR Facebook pages in English and Spanish.  At this time there are several recently launched Facebook diversity pages which Diaz-Labreque manages, which have links listed at the bottom of this post.

A recent Facebook post featuring Los Latinos at the NASCAR K&N Pro Series East race at Bristol

A recent Facebook post featuring Los Latinos at the NASCAR K&N Pro Series East race at Bristol.


Your Thoughts?

We would like to hear your stories about going to a NASCAR event.  Do you think that NASCAR will be able to generate passion among Hispanics in large numbers?
For more information about NASCAR and Alejandra Diaz-Labrecque or to connect with DK Web Consulting and Social Media Spanish, please leave us a comment below.

About Alejandra

Alejandra Diaz Labrecque is the Manager of Multicultural Development at NASCAR. She has a passion for promoting diversity in the marketplace and helping companies connect with new demographics. She holds a Masters in Sports Business Management and an MBA from the University of Central Florida, and a Bachelor in Finance from the University of Notre Dame. A native of Guadalajara, Mexico, Diaz Labrecque now resides in Sanford, FL with her husband, Zach.

Alejandra Diaz Labrecque, Multicultural Development at NASCAR

Alejandra Diaz Labrecque, Multicultural Development at NASCAR


More NASCAR Links!/NASCARDiversity
Link to Nuestra Belleza Latina on Univision Clip

Does Your Campaign Need a Network of Bloggers? Part II

April 2nd, 2012

Last week we introduced you to Romina, a 31-year-old Latina blogger from New York City. As the author of Mamá XXI, a Spanish-language source for coupons, deals and general interest for Latino families, Romina is one of the 3.9 million women with children who write blogs in the US—a number estimated to increase by 500,000 in the next couple of years. Even though only 2 percent of bloggers belong to the “Mommy bloggers category,” this small sector of the blogosphere represents a huge platform for brands seeking to reach a powerful, niche market. These bloggers receive more than 500 pitches a day and in turn produce focused content that arguably helps disseminate a brand’s message better than other sources.



As an influencer and pivotal member of the Latina blogging community, Romina offers valuable insight into why companies should not only seek out bloggers but also consider blogging as part of their overall marketing strategy.


Interview with Romina Tibytt of Mama XXI


Why should large companies trying to reach the Latino market consider bloggers as part of their overall Web strategy?

Blogs are all the rage right now and the preferred medium for users to get recommendations and information. Bloggers are up to date with all social networks, tools, tips, and the Web in general, therefore prove very influential in this area.

On the other hand, the fury of social networks and the Internet cannot be denied— stars are born on YouTube, Pinterest, etc. Adele, a singer whom I adore, was discovered after a friend uploaded songs to her MySpace profile, and there are many others who’ve had the same experience. A blogger is someone who is versatile and efficient; they can just as easily write a review as they can upload a video to Youtube, host a Tweetup, or generate “Likes” on Facebook. Their most important attribute is the level of commitment they maintain to their readers, which leads to the discussions and user feedback so useful to companies.

And finally, as mentioned above, the presence of Hispanics in social networks is very important and is growing second by second.

What’s the difference between a blog campaign and a Facebook or Twitter campaign?

There are many differences, as they are two different platforms that make use of very different tools. A blog is the ideal space to discuss an issue in one or multiple articles while Facebook is an excellent platform to promote a topic, generate conversation, make a post go viral and publish visual content. The latter, however, doesn’t fare well in terms of providing a lot of details or information. Twitter is similar to Facebook in that it’s useful in generating conversation, interacting based on a topic and help the message spread widely.

From my point of view, and I think most bloggers would agree, for the success of a campaign, you should employ a combination of all three platforms.

When you’re trying to send a message to your audience, be it health-related or about a product, how many blogs should you publish on the same subject?

This is a very good question too. You could say that the answer depends on the subject, focus, and many other things—but not really! It’s simple; as the saying goes, “the more you fill the pitcher, the faster it will break” (tanto va el agua al cántaro que al final se rompe). The more you insist on a topic, the more impact it has. To this end, there are many factors that influence the outcome: firstly, the reader is more engaged when we report frequently on particular topic, secondly this continuity generates new interested readers and at the same time, allows bloggers to tackle topics from different perspectives, deepen and diversify the conversation.

The number of articles (posts) or notes depends on the campaign, some lasting weeks, others months and some even a year or more, hence campaigns enact ambassadors or elect representatives for particular brands.

What recommendations would you give to brands and organizations that are considering campaigns with bloggers?

I would recommend they that take into account all the extra benefits offered by blogs, as they are a very different source of media—blogs are innovative (and therein lies the secret to their success). Brands should look beyond numbers and site statistics and look towards the influence the blogger has over communities, followers and the public, which is generally stable. They should be open to working together with blog management companies like Social Media Spanish because they are generally very creative and have many ideas to contribute.

I can attest to, as well as the bloggers with whom I have the infinite pleasure of working with daily, the success of new trends and continued effort to seek out ways to bring about new tools and generate interest. We know our audience very well, and we know how to reach them based on their interests, hopes, concerns, needs, etc. Additionally, we practically live on social networks and try to stay on top of trends, which is why we attend national conferences and participate in related activities.

Last, but not least, I wish to emphasize that brands should also take into account that a blogger puts time, effort and energy into a campaign, so they must be compensated well.

What tools do you use to increase traffic to your blog, generate page views, and which social forums do you think are more useful for promotion?

Well, to generate traffic to my blog I mostly use two types of tools, firstly SEO (search engine optimization).  This really just means online positioning and employing best practices, such as titles, spelling, originality, Google, codes, graphics and visual tools, etc. On the other hand, and the tool I like most: social networks—which, with the recent changes Google has made to its algorithms, also influence search engine rankings—like Facebook, Twitter, Google+, e-readers and Youtube.

I think Facebook is the most useful social platform that helps with promotion, dissemination and capturing the audience’s attention.

Tell me about your section of Women Entrepreneurs. What is the goal and what is the goal?

In Women Entrepreneurs I highlight women who have stood out in a specific sector or activity and originality.

The economic crisis has affected everyone without discrimination, but especially Latino families. I have seen many of my readers try to find new ways to generate income based on their particular skills or talents without needing to neglect their families. Most have done very well! That is why I decided to give them a space on my blog in order to recognize them and support them while promoting what these wonderful women are doing.

The second purpose of this section is to inspire and encourage other women who are perhaps a little disoriented and don’t know what to do to succeed or achieve their dreams and goals beyond the household.

Finally, it’s a place to meet and get to know each other better and strengthen our bond as an online community.

What do you do besides blogging? What are some of your other interests or passions?

In addition to publishing my blog Mom XXI, I’m a Blog Guide for’s Blogs (a New York Times publication), I write weekly for Moms Blogs by Jeanette Kaplun and Todobebé, I contribute regularly to the Blogger Friends of Maseca section of Maseca, and I have also contributed to Plaza Familia’s monthly print magazine and a number of other projects. I’m also a homemaker, wife, mother of three adorable children, and I love to dance. To destress, break the routine and move around a bit I go to Zuma two to three times a week.



Does Your Campaign Need a Network of Bloggers?

March 15th, 2012

With the burgeoning blogosphere, simply having a web presence is not enough. Companies need to establish a successful website, social media campaigns as well as a blog strategy to stay relevant in today’s online market.

Blog Integration

Integrating a blog in the company’s overall marketing plan not only helps with search engine rankings and furthers the brand’s online image, it also propels all other marketing initiatives in a way that other platforms cannot. Evidenced by the recent influx of bloggersbrands and bloggers are taking heed and fostering symbiotic relationships.

As of July 2011, there are an estimated 164 million blogs on the Internet. Hispanics make up 15 percent (33.5 million) of the overall online presence in the US, and are growing three times as fast as the general market. Evidently the sector of Hispanic bloggers is thriving as seen by the number of big-name brands sourcing bloggers to promote their products. Hispanics are 37 percent more likely than the general population to publish a blog on a blogging platform or use a social networking site, according to a recent study by 360i.

Big Brands using Bloggers

In January of 2012, Ford sent 150 bloggers on a two-day, all-expenses trip to Detroit, Michigan for the 2012 Detroit Auto Show. Green Bloggers, otherwise labeled “Online Influencers” by the Ford company, were taken to the Henry Ford Museum, given a behind-the-scenes tour of design facilities and were first to preview the new 2013 Ford Fusion. The bloggers were strategically sourced via ad agency Ogilvy. The lengths Ford went to recruit bloggers speaks to this overall trend of non-traditional marketing. Ad and marketing agencies are pitching to bloggers and using them as both a focus group and test market for new products and ideas. Some companies court bloggers more aggressively by incentivizing coverage and requiring live blogging via Twitter, Facebook or otherwise.

Just as Ford focused on green bloggers to spread the message of eco-driving, brands looking to focus on the Hispanic market are turning to Latinas to promote their brands. A study released in November of 2011 revealed that Latino consumers spend $7.5 billion on personal care products. Thus it’s no surprise that Pantene and Covergirl incorporated Latina bloggers as part of their Valentine’s Day campaign. Mary Kay also got in on the action at November’s LATISM (Latinos in Social Media) Conference in Chicago in 2011 by offering makeovers to attendees. They were interested in hearing what bloggers thought about Mary Kay products.  Mary Kay’s tactics were akin to Ford in their subtlety. Nevertheless, this type of deliberate recruitment of bloggers shows just how valuable they are to brand promotion.

Mommy Bloggers, “Las Blogeras”

When it comes to the most targeted and arguably the most lucrative, Mommy bloggers are it. It is reported that 3.9 million women with children write blogs. This number will rise to 4.4 million by 2014. Mothers are more likely to blog than women in general and, with a lifestyle more conducive to consistent blogging, are more attractive to major brands. Though very much a niche market, brands are finding these bloggers to be loyal, deeply involved and committed to sharing their views and endorsements with their audience. A prominent Mommy blogger is 31-year-old Romina Tibytt who publishes Mamá XXI, a three-year-old Spanish-language blog that helps mothers source coupons, deals and samples to their families. We spent time talking to Romina about the blogging market, best practices and just why she joined this growing market.


Interview with Romina Tibytt of Mama XXI

1) Can you give us a brief description of who you are and why you decided to launch a blog?

My name is Romina, I’m 31 years old, and I am from Argentina but have lived in New York the past 10 years. I am married to an Argentine and together we have three children: two boys and a girl, who are both our joy and reason for living.
I received a Masters in Primary Education with a concentration in folklore and folk dances in Argentina. I also studied anthropology and philosophy, but I never received my degree because I emigrated.
Currently, I work as a freelance writer and blogger. I started my blog Mama XXI at the end of 2009. By then, the economic crisis had affected my family, I spent hours—more like full days—on the Internet, reading and learning about how to handle the situation at hand when I discovered the English-language blogs that offered readers coupons, tips for how to save money, etc., all of which had become quite popular at this point.
After not finding similar resources for the Hispanic community, I decided to start my own Spanish-language blog where I could share and exchange useful tips with readers. It also served as a creative outlet away from the everyday tasks and family chores that for years kept me on “stand by.”

2) What changes have you observed in bloggers and the blogging community from 2010 to the present?

There have been many important changes over the last two years. When I started my blog in late 2009, I remember that one of the first blogging communities that picked up my blog was Monique Frausto’s Blogs by Latinas, which had several English blogs and only a handful of Spanish-language blogs—I could count them on one hand!
Today we are many female Latina bloggers, active and writing in Spanish—there are hundreds of us in the United States. The reason? Demand! The popularity of these types of blogs has grown, and continues to rise rapidly, because they are platforms that users find very useful, practical and simple. The interaction between the blogger and readers as well as that among the readers themselves, plays a major role in its success.

3) Who are the “Blogeras” and who do they represent?
I think the term “blogeras”, as bloggers, arose from the need to translate the English term bloggers. Over time it became a name for the group of those who write in Spanish and with which we are simply identified, hence we use the hashtag #lasBlogueras on Twitter.

4) Tell me about a campaign for a government agency or a non-for profit organization. Explain the topic & the result.

I have participated in several campaigns for the government, most of them focused on the promotion of healthy habits. The response has been very favorable from all my readers, not only do these blogs send a good message but they also generate discussions and reflections. I personally consider these actions very important.

In the area of health, there are very few resources and information available to Hispanics. There are also major barriers for those seeking access to information sources; language first and second pre-conceived ideas, such as if the doctor will answer questions if you do not speak English.  These and other similar barriers should be demolished.

Each time I receive a proposal to participate in a campaign that involves health, I have no doubt to be a part of it.  I am all about improving the quality of life of my Latino peers.  And health and education are key topics.

5) For large brands trying to reach the Latino market, why should they consider bloggers as part of the strategy?

This is a very interesting question. Nobody wants to be left behind in today’s competitive and demanding business world. Blogs are the trend of the moment and a preferred forum among readers to get recommendations and information. A blogger not only uses his platform to disseminate information, but does so through all networks.

To be Continued…

Please mark your calendar for next week when we will publish the rest of our interview with Romina Tibytt of Mama XXI. If you want to learn more about how Social Media Spanish can help you with blogger outreach for your campaign or brand, please visit our Capabilities page.

Why would a Hispanic Marketing Agency Locate in Phoenix?

March 8th, 2012

DK’s First Year Anniversary in Phoenix

On Monday, March 12, my firm DK Web Consulting completes its first year in operation since opening a second office in Phoenix last spring.  Much has happened in the past year, many new contacts have been made and client deals have been struck.  I find none of that too surprising since we expanded to Phoenix because of the opportunity we saw to make a difference and provide our Hispanic communications services to the western region of the United States.

So why open a Hispanic marketing agency in Phoenix?

The question I am most often asked when I travel around the country, from those closest to me as well as people I have just met is, “Arizona? Why would we want to open an office in Phoenix of all places?”

I know they are referring to the anti-Latino sentiment here, and the fact that our current governor makes our entire region look like a buffoon-run state, and I will discuss my personal feelings on this towards the end of this post.

I explain to them that these are the reasons DK is proud to have moved to Phoenix, Arizona:

1. Phoenix is a major Hispanic market.  With approximately 40% of the city Latino, it makes sense for a marketing agency that focuses on the Hispanic community to locate in a large metropolitan area with this demographic makeup.

2. Phoenix, is not saturated with Hispanic agencies.  Unlike many of the other top Hispanic markets such as LA, New York, and Miami, Phoenix is not overloaded with agencies that focus on Hispanic communications.  It turns out there recently was a major Hispanic player in Phoenix that folded in the past few years which has left opportunities for smaller growing companies like DK.

3. Phoenix is conveniently located and beautiful.  We knew we wanted to have our second location in the western region.  The appeal of Phoenix is that it is a very convenient (US Airways and Southwest have hubs here) and cost effective location.  And with the scenic mountains and good climate, it is a wonderful city in which to have the annual company picnic :-)

LATISM and the Media

Since starting up in Phoenix, I have become a Director for the newly founded Phoenix chapter of LATISM, or Latinos in Social Media.  This group is active in most of the top cities in the U.S.  Prior to attending the first LATISM conference held in Chicago, I wrote a blog about what I planned to attend and learn at LATISM ’11.  Having the chance to get out there and meet so many other like-minded Hispanic social influencers and bloggers helped to set us up for a big year and to plan our first Tweet-up event for LATISM Phoenix this April.

In December of 2011, I was interviewed on TV with my colleague Joe Ray (another LATISM Phoenix Director).  The Latino-themed TV show Horizonte, part of the local PBS programming, invited Joe and I to discuss LATISM and what the movement was all about.  We agreed as we are always looking for methods to spread the news of LATISM’s mission to other interested Arizonans.

PBS’s interest proved to me that opening an office here was the right decision as it was evident that there is much interest about learning what Hispanic social media professionals are doing in this community.   You can view the 12 minute clip below.


¡Hola Local Clients! 

Turf Paradise Latino Welcome Page

Turf Paradise Latino Facebook Welcome Page

Additionally, in Phoenix more and more companies are listening to the waves of reports coming in about Hispanics high usage of social media and have been interested in how we can help them communicate with the Hispanic audience .  I have been fortunate to partner with a local and well established traditional marketing agency, FACIL Marketing, founded by longtime journalist Ruben Hernandez.  By teaming up with FACIL, we have formed a powerful unit which allows our clients to reach the Hispanic market through a combination of new media forums as well as traditional marketing methods such as earned media, PSA’s, and media pitches.

We have placed one of our clients, the well known horse racing venue Turf Paradise in North Phoenix,in several of the regional Spanish-language newspapers and radio stations, followed by initiating conversations on Twitter with personalities such as the first Mexican NBA player Horacio Llamas and even actor John Ortiz of the new HBO hit series, Luck.

Sneak peak of the ALAC website redesign

Sneak peak of the ALAC website redesign


Other local clients that have become part of our portfolio include the Arizona Latino Arts and Culture Center (ALAC).  DK is presently working on a web redesign for the 5 year old non-profit, which is an inspiring staple of Phoenix’s Hispanic artistic community.  Watch for the new design to come out in the spring of 2012.  I also am proud to have been invited to join the ALAC Marketing Advisory Committee to help promote their awareness both locally and nationally.



How about Sherriff Joe, SB1070, and the overall negative sentiment towards Latinos?

I have seen and felt the negative sentiment towards Hispanics many times in the past year, but not nearly as much as my darker skinned hermanos that don’t carry the same americanizado accent that I do.  As I mentioned earlier, people outside of Arizona often ask me why I would want to subject myself to an environment that can be hostile to Latinos.  On a personal level, I explain to them that I really see it as a great opportunity to show people that they have misjudged Latinos.  I believe that most people who stereotype typically do so out of ignorance and fear.  They listen to talk radio, local news broadcasts and even our governor that often skews or purposely misrepresents the truth about illegal immigration, Hispanic crime rates and Latino work ethic among other things.  By presenting myself as a professional, well educated Latino that is involved with the community, I feel it works to show people that Latinos are not the bad guys from their nightmares.  Latinos are people that work hard, pay their taxes and employ others just like they do.

A perfect example of how many people do not have a full concept of who Latinos are and how they are affected by new anti-Latino legislation was illustrated by a young filmmaker named Alejandra Gama.  Ms. Gama created a documentary, “Right to be an American” about the life of a Latino family in Phoenix that is very personally affected by House Bill 2561 and 2562 in Arizona that would deny their children citizenship.  When Ms. Gama was asked about how people reacted to the film, she mentioned that many people who see the documentary soften their tone on immigration as they have never previously seen the face of an innocent toddler who is affected by new legislation that would deny them their 14th Ammendment rights.  It is a touching film and I encourage everyone to watch the 11 minute video.

To the next 5 years in Phoenix

Overall, DK is proud to be located in Arizona, which many people consider Ground Zero for Hispanic issues.   However, things are improving here as more Latinos come of voting age, and become more active in getting out to vote.  They are changing the Latino destiny here through the ballot box.  And I, proud to be a new homeowner in central Phoenix, am continuing to spread my roots within the city I now call home.

eric at grand canyon

Eric enjoying the sunrise at the Grand Canyon