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Welcome to my barrio
- 1. Welcome to RISE WEEK 2012 Welcome to my Barrio: How to reach the Latino market Hosted by Marion Sanchez Estilo & Brisa Communications
- 3. • Introductions • An unorganized potpourri of: • Facts • Personal stories • Experiences • Advise • Source List
- 6. Census 2010 Quick Facts: Austin Metro Area • Hispanics in the Austin metro number 538,313, accounting for nearly 1/3 of the total metro population. • The Hispanic population in the Austin metro increased by 64% over the past ten years, compared to 28% for the non- Hispanic population. • Growth in the Hispanic population for the Austin metro accounted for 45% of the total growth tor the metro.
- 7. Census 2010 Quick Facts: Austin Metro Area • Hispanics in the city of Austin number 277,707, accounting for more than 1/3 of the total population. • The Hispanic population in the city of Austin increased by 39% over the past ten years, compared to 12% for the non- Hispanic population. • Growth in the Hispanic population for the city of Austin accounted for 58% of the total growth for the city.
- 8. • Hispanic-owned companies are among the fastest- growing business segments in the nation, soaring to 2 million in 2004, up 82 percent from 1997. • U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach over $1 trillion by 2010. • Hispanic youth account for more than 34 percent of the U.S. Hispanic population.
- 9. • Hispanic youth have media consumption behaviors similar to U.S. youth in general, reading an average of 12 magazine issues per month and an average of 16.7 newspapers in the same general period • More than 75 percent of all U.S. Hispanics either speak English exclusively or are bilingual. • Only 24 percent of U.S. Hispanics have little or no command of the English language, according to the 2000 Census.
- 11. TERMINOLOGY Latino: Coming from Chicano: People of a Latin American Mexican decent country or from living in the United Latin-American States. origin living in the Census: Self- United State. identified. Hispanic: Peoples and cultures from Spain and Portugal.
- 12. • Spanish • English • Bilingual • Dialects • Local variations
- 13. • Isolated • Acculturated • Assimilated • Cultural diffusion
- 16. FAMILY VALUES • Close-knit group • Most important social unit • Male and female roles • Moral Responsibility • Gathering • Authority • Language
- 18. ETIQUETTE • Handshake • Hugs and kisses • Formal and informal language • Titles • Formal and informal settings • Punctuality • Personal space • Relationships
- 20. RITUALS AND RELIGIONS RELIGION RITUALS S • Patron Saint • Roman Catholic • Quinceaneras • Christian • Birthdays • Evangelic • Baptisms • Jehovah's Witness
- 22. CELEBRATIONS AND HOLIDAYS • Kings Day (Reyes Magos) • Independence Day • Children’s Day • Guadalupe Virgin’s Day • Day of the Death • Carnival
- 23. • TV • Radio • Newspaper • Billboards
- 24. • Social Media • Blogs • E-communities • Websites
- 25. STRATEGIES • Social currency • Relevance • Branding • Hyper-topic • Connectors • Web 2.0 & 3.0 • Talk value • Adoption & access • Curating • Grazing content • Social space • Scaleability ecology
- 28. CONTENT DEVELOPMENT • Find your voice • Follow the • Be transparent dialog • Tell the story • Get to the point • Add drama • Engage your • Theater and audience actors • From ME to WE
- 29. GREAT EXAMPLES • http://www.face • http://latinometr book.com/lifeco o.com/ achaustin • www.salsanews • http://www.face austin.com book.com/grou • http://www.new ps/HABLAAUST staco.com/ IN/ • http://www.desc • http://www.face uentolibre.com/ book.com/grou Austin ps/hermanosde eastaustin/
- 31. THANK YOU • www.facebook.com/EstiloPR • @EstiloPR • www.youtube.com/estilonews • www.EstiloPR.com • marion@estilopr.com • www.linkedin.com/in/marionsanc hez
- 32. SOURCE LIST • Understanding Hispanic culture by Ann W. Clutter and Ruben D. Nieto • Acculturation vs. Assimilation among us Hispanics by Felipe Korzenng, PhD • Poder Enterprise Magazine (Nov 2008) • Hispanic Market Info.com • Latino Boom by Chiqui Cartagena • Greater Austin Hispanic Chamber of Commerce web site • Ohio State University: http://ohioline.osu.edu/hyg-fact/5000/5237.html
- 33. RISE Specialty Membership Groups In addition to our global online memberships, RISE supports specialty membership groups by coordinating meetings and speaker events, creating opportunities for members to connect and share ideas throughout the year. These help entrepreneurs capitalize on opportunities and combat those common feelings of isolation that accompany life at the top! The four RISE Specialty Groups that are currently active in Austin include: RISE: Women RISE: Social Entrepreneurs RISE: L/G Entrepreneurs RISE: Multi-Cultural Entrepreneurs For more information on membership and the specialty groups, please contact Interim Executive Director Claire England at claire@riseglobal.org.
- 34. COMMUNITY SUPPORT Did you enjoy this session? Please support your local entrepreneurs and help us to keep this conference free. RISE Global is a non-profit organization, and your contributions help us continue delivering the value of a high-dollar conference with an unbeatable price tag. Please donate at www.riseglobal.org/donate Be sure to check out our other sessions and special events during RISE Week 2012 at www.riseglobal.org/austin! The mission of RISE is to inspire and empower entrepreneurs at all stages.
Notes de l'éditeur
- But people like to refer themselves by their country of origin such as Venezuelan, Mexican, Cuban. This is how others call us
- Shades of language: Spanish only, English not well, English well, English very well. Same goes with Spanish. Heterogeneous mix of people: use variation free language for the market is general for specific markets use the local variationsdi·a·lect [dahy-uh-lekt] Show IPAnoun1.Linguistics . a variety of a language that is distinguished fromother varieties of the same language by features ofphonology, grammar, and vocabulary, and by its use by agroup of speakers who are set off from others geographicallyor socially.Neutral space
- Isolated: Spanish dominated groups, young recent immigrants, and older immigrantsAcculturated: younger, educated, bicultural, urban areas, consume media in both languages, some are better readers in English and likes to spaak in SpanishAssimilated: Have been here for generations, with Hispanic surnames, might not spak any spanish at all, they are proud of their hispanic heritage. They are assimilated into the main stream and consider themsevelsamericans.Foreigh born vs us born it really depends on the ages when they came to the USA
- Talk about the concept of family, larger families, collectivism, success is family groups, interdependence,Accepts delay gratification. Physical closeness, longer social protocols, adapt to environemnts, value personalized service, cooperation, participation, relax about time
- In the Hispanic world, religion has traditionally played a significant role in daily activity. More than 90% of the Spanish-speaking world is Roman Catholic. In recent years, other faith denominations have experienced growth within the U.S. Hispanic community. The church influences family life and community affairs, giving spiritual meaning to the Hispanic culture. Each local community celebrates its patron saint's day with greater importance and ceremony than individuals do for personal birthdays. As in other parts of the world, traces of the religions of the Indians and African-Americans of Latin America are found in the Catholicism that Hispanics practice.
- Dfining factor is not color is age
- Social currency: to increase the influence by becoming part of the conversation, vocalWeb 2.0: participatory information sharing, interoperability, user-centered design,[1] and collaborationWeb 3.0: Definitions of Web 3.0 vary greatly. Some[63] believe its most important features are the Semantic Web (collaborative movement) and personalization. Focusing on the computer elements, Conrad Wolfram has argued that Web 3.0 is where "the computer is generating new information", rather than humans. Mobility, location based technologyHyper-topic: creating communities
- The goal of argumentative writing is to persuade your audience that your ideas are valid, or more valid than someone else's. The Greek philosopher Aristotle divided the means of persuasion, appeals, into three categories--Ethos, Pathos, Logos.Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems of argumentation is to project an impression to the reader that you are someone worth listening to, in other words making yourself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.Pathos (Emotional) means persuading by appealing to the reader's emotions. We can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument.Logos (Logical) means persuading by the use of reasoning. This will be the most important technique we will study, and Aristotle's favorite. We'll look at deductive and inductive reasoning, and discuss what makes an effective, persuasive reason to back up your claims. Giving reasons is the heart of argumentation, and cannot be emphasized enough. We'll study the types of support you can use to substantiate your thesis, and look at some of the common logical fallacies, in order to avoid them in your writing.