If you recently voted for William Levy on Dancing With The Stars or had a chance to watch Sofia Vergara host Saturday Night Live, you know that something new is happening. Latinos are now more influential on television, and with tools like Facebook, Twitter, Instagram and Pinterest at their disposal, they are making sure that their voice is heard online, too. Hispanicize, an event focused on the latest Latino trends and trendsetters in social media, entertainment, marketing and media, held its third annual installment in Miami earlier this month as a direct result of emergence of Latino bloggers and companies that are leveraging social media to cater to this audience.
Coined the Latino SXSW by its founder Manny Ruiz, Hispanicize provided more than 80 sessions that educated Latino bloggers and marketers about this space, along with the opportunity to meet the movers and shakers in this space.
Here are five trends that came out of this year’s Hispanicize.
1. The New Generation Latino
Al Quintana of Roar Media and NGLC founder David Chitel shared their definition of a member of the “New Generation Latino” as someone who “is of Latin heritage who was born in the U.S., or has lived here for 15+ years and leads a bilingual and/or bi-cultural lifestyle.” They mentioned that brands should be mindful of this audience when putting together their social media campaigns.
2. The Latinovators
Hispanicize is now one of the most significant annual gatherings of Latino thought leaders, trend setters and cultural influencers in the nation. This year Hispanicize awarded a total of six Latinovator awards. The Latinovator Awards recognize Latino celebrities, business professionals and other achievers who have become crossover successes or whose stories are remarkable or inspirational.
This year’s Latinovator Awards recipients included Maria Elena Salinas (Univision), Nely Galán (Entreprenour), Alfredo Ayala (Disney), Emilio Estefan (Entertainment Producer) and Cesar Milan (The Dog Whisperer).
3. The Latino Bloggers
Latinos are growing on the blogosphere and Hispanicize made it possible for brands to connect with them. Some of the most influential Latino bloggers had the chance to be at Hispanicize 2012 including Mamá Contemporanea, Nibbles and Feasts, Ariel Coro (Tu Tecnología) and Latino Gamers. Of course, who could forget fashion bloggers like Flor de Maria and Be Chic Mag?
4. Edelman Had a Strong Presence
Hispanicize also offered winners of the Hispanic Public Relations Association’s PRemios (HPRA) 2011 awards the opportunity to present their public relations case studies. Edelman presented two case studies at Hispanicize 2012, including LIVESTRONG’s “Closing the Gap: How the Lance Armstrong Foundation is Serving Hispanics Affected by Cancer,” and Suave’s “Suave Professionals Desfilando Contigo.”
Edelman got creative at the event and put together a Hogar Vive Mejor lounge, where the Unilever team treated the Latina bloggers to three days full of beauty sessions and food demonstrations with several experts. This was a great opportunity for attendees to take a break from their event schedules and enjoy relaxing activities with the Vive Mejor experts.
5. The Evolution of Social Media
One thing was clear about Hispanicize 2012: brands are placing value on the relationships they have with bloggers and consumers through social media. It’s not about ROI (Return on Investment) any longer, it’s about ROE (Return on Engagement) and making the switch from quantitative relationships to qualitative ones.
The four-day social media conference attracted key bloggers, influencers, media and marketers to one spot to discuss this new generation of Latinos connected to social media. With Miami as its permanent home now, we look forward to what Hispanicize 2013 will have in store for Latinos in social media.
How do you see Latinos contributing to the growth of social media in 2013?
Image credit: Hispanicizeevent.com