Introducing Hispanic Personas

In my last article, I asked, “Are we approaching Hispanic Social Media all wrong?” Has 40+ years of Hispanic advertising based on language, demographics, and culture led us astray in the age of social media? My thesis was, and continues to be, that marketers need to move beyond language, demographics and culture if they hope to be effective in using social media to engage Hispanics. I introduced the topic of psychographics (e.g., tapping into digital psychographic communities) and the possibility that this might be an effective starting point when it comes to reaching Hispanics in social media.

More importantly, I promised an attempt at the billion-dollar question of how marketers could successfully utilize social media to reach Hispanics. In anticipation of an answer, we need to start with the right research and approach. In an article I wrote last September, I noted that “our industry needs more robust qualitative research and behavioral models … to smartly ‘go to market’ with Hispanics in social media.” I think personas might just be the right framework. (more…)

The DiversityInc Top 10 Companies for Latinos

What makes a company the place where all talent, but in this case especially Latino talent, wants to work, stay and fulfill potential, including the ability to innovate? What type of corporate culture is open and inclusive? In general, our data shows that companies that are good for Latinos also are good for women, Blacks, Asians, American Indians, LGBT people, people with disabilities and straight, white men. Those are the companies you’ll see on The DiversityInc Top 50 Companies for Diversity® list and many of our other lists.

Read the entire article at

The Dream Stream: What Latinos Want From the Social Web

What does it mean today for a culture to go “mainstream“?  A new take on an old metaphor.

Last week, I moderated a panel at the SES conference in New York City, an annual event that regularly draws a mainstream crowd of digital marketers.  Big surprise this year:  a special track on Latino marketing.   The early buzz about the event was way positive.  For many folks in the Latino marketing world, it was seen as an affirmation. Latino marketing had arrived.   As one reporter for Fox mused, Latino marketing was finally entering the “mainstream.”

Read the entire article at Forbes.

Discovery Familia Joins Forces With the President’s Challenge

Network Commits to Inspiring Hispanic Moms and their Kids to Adopt a More Active and Healthy Lifestyle

Discovery Familia has announced that it will join forces with The President’s Council on Fitness, Sports and Nutrition (PCFSN) through their President’s Challenge program to become a leading advocate among Hispanics for the “Million PALA Challenge.”  The goal of the “Million PALA Challenge,” which was launched last September by PCFSN and the First Lady’s Let’s Move! initiative to fight childhood obesity, is to motivate at least one million Americans to earn their Presidential Active Lifestyle Award (PALA) by this September. (more…)

National Association for Multi-Ethnicity in Communications & Women in Cable Telecommunications Partner on New Diversity Survey

– The Society for Human Resource Management to Conduct Survey
– Funding for the Combined Survey Provided by a Grant from the Walter Kaitz Foundation
– Results of the Survey to be Released at Town Hall Meeting During Cable Diversity Week
– NAMIC Survey Re-branded

National Association for Multi-ethnicity in Communications (NAMIC) and Women in Cable Telecommunications (WICT) have announced plans to partner on a joint survey for the next editions of the WICT PAR Initiative and the newly re-branded NAMIC AIM (Advancement Investment Measurement). (more…)

ID Media Taps Diana Bald As New SVP, Marketing Director

ID Media has hired Diana Bald as its new Senior Vice President, Director of Marketing, charged with building out the company’s first marketing department.

Bald, who was most recently vice president, business development at Univision, will be the driving force behind ID Media’s growth strategy. Based in New York, she will work with ID Media’s teams nationwide to boost new account wins, synergies with clients, media partners and sister agencies, and the development of new media technologies. (more…)

Republica’s Plasencia Named Outstanding CEO of the Year by Miami Chamber of Commerce

MIAMI – Jorge A. Plasencia, chairman and chief executive officer of the Miami-based Hispanic advertising and PR firm Republica, was named “Outstanding CEO of the Year” by the Greater Miami Chamber of Commerce (GMCC) at its Top 100 Minority Business Awards Luncheon last week. The annual awards program celebrates South Florida’s diversity and spirit of entrepreneurship.

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The “Outstanding CEO of the Year” award recognizes an individual who has excelled in their field, devoting time and energy to strengthen and transform the organization that they lead. This includes specific situations or initiatives where the recipient’s insight, discernment and ability to lead and inspire have guided their organization to a new level of growth, achievement and recognition.

“The Greater Miami Chamber of Commerce is pleased to celebrate our community’s minority businesses and the critical role they play in our economy,” said Maria C. Alonso, Chairman of the Greater Miami Chamber of Commerce and Senior Vice President and Corporate Social Responsibility Market Manager for Bank of America. “Entrepreneurs such as Jorge are part of our community’s DNA and success. Beyond his business acumen, Jorge realizes he can do well by doing good and I believe has a deep sense of responsibility to give back.”

The award was one of six categories in which the GMCC honors individual and corporate accomplishments among a finalist pool of the top 100 minority-owned businesses, a list on which Republica was featured for the second time in the few years it has been since it was founded. A distinguished panel of judges comprised of business, civic and academic leaders selected the recipients. Winners in other categories included Perry Ellis International, the University of Miami and Sushi Maki restaurants.  (more…)

Degree Encourages Men to Face Life’s Challenges Confidently with New Hispanic Campaign

Degree Men Antiperspirant Continues Partnership With the Mexican National Team at Futbol Fiestas Across the Country With Soccer Legends Felix Fernandez and Jared Borgetti in San Diego

As part of it’s ongoing partnership with the Mexican National Team, Degree Men Antiperspirant is encouraging fans to face make or break moments with confidence via a new marketing campaign called El Momento que Cuenta. This soccer-inspired campaign illustrates Hispanic men’s everyday life challenges and provides a call to action that allows consumers to engage with Degree Men Antiperspirant both on-line and on-site.

Being Mentored to Death Rather Than Promoted

In Hermina Ibarra’s Harvard Business Review podcast titled Women are over-mentored (But under-sponsored), she discussed a recent study where she found that many mentoring programs were not producing a true substantial result for women: promotions up the corporate hierarchy.

In essence, the women were “being mentored to death rather than promoted.”

Mentoring is a tricky and fuzzy concept that gets thrown around a lot. Mentoring has a lot of connotation. Talking to people about mentoring provides you with an assortment of definitions and descriptions. What we do know is that mentoring is a relationship between two people that will change over time. Sometimes it is formalized by organizations or associations. Sometimes it is an organic relationship that emerges out of a talk over coffee or bonding at a retreat.

Read the entire article at PRSA Diversity.

Product Recommendations Remain Low on Social Networks

Old-fashioned conversation still fosters the most word-of-mouth

Social media is known as a venue for brand discussions, but social sites, and digital in general, are still not the first choice for shoppers talking brands.

A December 2010 survey by loyalty marketing researcher COLLOQUY found that several more traditional methods of discussion came out far ahead of social networking when consumers were asked how they share information about products and services. Face-to-face conversation was the No. 1 channel, even among young adults. (more…)

Telemundo & L’Oreal USA Partner to Launch Multibrand Loyalty Program

Interactive Online and Offline Community for Telenovela Superfans

Telemundo has announced the national launch of Club de Noveleras, the network’s official telenovela fan club, in partnership with L’Oreal USA. This initiative is the first-ever for both companies of its scope and scale. Beginning today, fans can access Club de Noveleras information at

In addition to its new online home, the program extends to where Club de Noveleras first began – in Telemundo’s local market communities. There will be 10 in-market large scale Club de Noveleras talent tours in 2011, featuring two events per market in Chicago, Los Angeles, Miami, New York and Houston. The first event took place yesterday in Houston on Sunday, March 27, featuring cast members from “Aurora,” the network’s 8 p.m. EDT telenovela. Fans will be able to get up close and personal with their favorite Telemundo novela stars in events designed especially for Club de Noveleras members and novela fans in general. While there, members can also get hair and make-up touch ups with the latest Maybelline and Garnier products and go home with the latest in sample products. (more…)

CSC Names Jose Jimenez Chief Diversity Officer

CSC (NYSE: CSC) has named Jose Jimenez chief diversity officer, effective April 2, 2011. Reporting to Michael Laphen, chairman, president and CEO and Denise Peppard, vice president and chief human resources officer, Jimenez will advance the diversity and inclusion program within CSC.

In this new role, Jimenez will work closely with CSC executives globally to develop business initiatives that enhance customer and community relationships as well as external and internal communications strategies that strengthen CSC’s ability to attract diverse talent in all markets. Jimenez has provided leadership to many diversity initiatives within NPS, and he has worked extensively to build strong support with external diversity organizations. Jimenez was recently honored by the Hispanic IT Executive Council (HITEC) with the Estrella award, which recognizes an industry leader who has made a major contribution to the advancement of technology and diversity. He has also received past awards from Hispanic Engineer and Information Technology (HE&IT) magazine as one of the Most Important Hispanics in Technology and from HITEC as a Top 100 IT executive. (more…)