latism magazine

LATISM’11 CONFERENCE I P. I FIRST EDITION 2011

Meet the best of the best IN CYBERLANDIA

It takes a village to build LATISM’11

TEXTING YOUR BABY’S HEALTH

AMPLIFYING OUR VOICESTO WIN THE FUTURE

P. II FIRST EDITION 2011 I LATISM’11 CONFERENCE

INDEXEDITORIAL ...........................................................................................................2

UNLOCKING THE IMPACT & VALUE OF SOCIAL MEDIA ...................................................................................................4

PBS LAUNCHES INTERACTIVE SITE TO HELP

CHILDREN LEARN MATH ...............................................................................5

HISPANIC SOCIAL MEDIA: STRATEGY NOT TACTIC ................................................................................6

RMHC®/HACER® NATIONAL SCHOLARSHIP RECIPIENTS ...............7

THE BOTTOM LINE: MAJORITY HISPANICS .............................................8

NOMINEES .........................................................................................................10

TEXTING FOR YOUR BABY’S HEALTH .....................................................11

NATIONAL AMERICAN LATINO MUSEUM .............................................12

THE LATINO CYBER COMMUNITY ..........................................................14

TOSS UP: RAMON DE LEON AND THE STORY OFHOW HE BECAME SOCIAL MEDIA ROYALTY .......................................15

CHAPTERS’ DIRECTORS ................................................................................16

HOLIDAYS & SOCIAL MEDIASHOPPING REPORTS WINTER 2011 ........................................................24

SCHEDULE ........................................................................................................26

WORKSHOPS ....................................................................................................28

TWITTER MAGIC 101 .....................................................................................32

PANEL DESCRIPTIONS ...................................................................................34

SPEAKERS ............................................................................................................44

P. 2 FIRST EDITION 2011 I LATISM’11 CONFERENCE

Bienvenid@s, gente!

On behalf of LATISM, I’d like to welcome our members, friends, sponsors and staff to our 2011 LATISM National Conference! Two and a half years and six conferences later, we have seen LATISM rise from a single tweet to what has been hailed as the most influential online movement in the new multicultural Web. We are very proud to have started a unified, inclusive online movement that fosters and encourages identification, validation, empowerment and self-expression for all members of our diverse Latino community. And speaking of self-expression... You are holding in your hands the Premiere Edition of our very own LATISM Magazine: a full-color, info-and-sabor-packed quarterly publication complete with analysis, insights and resources. As part of our long-term, multi-platform strategy, this publication will complement our mission of channeling the unbelievable cyber-energy of our community into concrete, real-world actions.

But this is not your ‘everyday’ magazine... For the purposes of the LATISM ‘11, this magazine will also double as your Conference agenda, so it’s a keeper!

As you are about to discover, LATISM 11 is not your ‘everyday’ social media conference either: It’s a multi-discipline, fully bilingual experience exploring every aspect of US Latino life. Every track, session, workshop and keynote segment we have put together aims to promote the use of digital technology as an instrument that facilitates new opportunities for awareness, action and inclusion, and it’s infused with the same spirit that carries through during our online chats and tweetups:

• Our Public Service track will open up joint reflection and explore possible solutions for the complex challenges faced by our community in the areas of health, education and civic engagement.

• Our Business track aims to foster best practices and ethical

relationships between businesses, brands and our extensive blogger community.

• Our Community track seeks to empower our bloggers and

entrepreneurs in the ways to maximize the tools at their disposal so they can, too, become agents of change in their own communities, businesses, lives.

• Led by what we call ‘Tribe Leaders’, our Workshop sessions

will provide hands-on tools and techniques for Bloggers, Micro-Bloggers, entrepreneurs, foodies, photographers and of course, proud geeks!

Finally, our spirit of inclusiveness would not be complete if we left out those who are blessed to speak our lengua madre: you will find Spanish/English interpreters in every single one of our sessions! We have made it a point to make LATISM ’11 the first fully bilingual conference, and to open the doors and tools of digital engagement to ALL Latinos and Latinas. What better way to proudly shout “Se habla español”?

Our team has gone to extraordinary lengths to make this conference an open, engaging, enlightening mix as diverse as the myriads of shades that grace our beautiful Latino skins. We are proud stewards of our Latino community and hope to have our efforts serve as a model for much needed diversity and inclusion across the United States… and why not? The world! Enjoy… and WEPA! ~Elianne Ramos aka @ergeekgoddess

EDITORIAL ELIANNE RAMOS

¡En representación de LATISM, me gustaría dar la bienvenida a nuestros miembros, amigos, patrocinadores y equipo a nuestra conferencia nacional de LATISM 2011! Después de dos años y medio y seis conferencias, hemos visto crecer a LATISM, pasar de ser un sólo Tweet aclamado a convertirse en el movimiento online más influyente en la nueva Web multicultural. Estamos muy orgullosos de haber comenzado un movimiento online inclusivo y unificado que promueve y ánima a la identificación, validación, empoderamiento y autoexpresión de todos los miembros de nuestra diversa comunidad latina.

Y hablando de autoexpresión…. en sus manos está sujetando la Primera Edición de nuestra Revista LATISM: una publicación trimestral llena de todo el sabor y la información, a todo color, completa con análisis, opiniones y recursos. Como parte de nuestra estrategia multi-plataforma a largo plazo, esta publicación complementará nuestra misión de direccionar la increíble energía cibernética de nuestra comunidad hacia acciones concretas en el mundo real.

Pero esta no es sólo su revista ‘cotidiana’…. según los propósitos de LATISM 2011, esta revista será además su agenda de la conferencia, así que es un diario.

Como va a descubrir, LATISM 2011 no es una conferencia de medios sociales corriente: es una experiencia completamente bilingüe, multidisciplinaria, que explora todos los aspectos de la vida latina en los E.U. Cada registro, sesión, taller y segmento de notas que tenemos tiene como objetivo promover el uso de las tecnologías digitales como un instrumento que facilita nuevas oportunidades para generar conciencia, acción e inclusión, y esto es alimentado con el mismo espíritu que llevamos durante nuestros chats online y tweetups.

• Nuestro Servicio Público abrirá una reflexión conjunta y explorará posibles soluciones para los retos complejos que enfrenta nuestra comunidad en las áreas de salud, educación y compromiso cívico.

• Nuestro segmento Empresarial tiene como objetivo impulsar

las mejores practicas y relaciones éticas entre empresarios, marcas y nuestra amplia comunidad Blogger.

• Nuestro segmento Comunitario busca generar empoderamiento en nuestros Bloggers y empresarios, a fin de maximizar las herramientas a su disposición, de tal manera que ellos puedan también convertirse en agentes del cambio en sus comunidades, empresas y vidas.

• Dirigidas por lo que llamamos ‘Líderes de tribus’, nuestras Sesiones de Taller proporcionarán herramientas y técnicas para Bloggers, Micro-Bloggers, emprendedores, amantes de la comida, fotógrafos y, por supuesto, Geeks orgullosos.

Finalmente, nuestro espíritu de inclusión no estaría completo si dejamos afuera a aquellos que son bendecidos con la oportunidad de hablar nuestra lengua materna: encontrará intérpretes de español/inglés en cada una de nuestras sesiones. Hemos hecho esto para hacer de LATISM’11 la primera conferencia totalmente bilingüe y abrir las puertas y herramientas del compromiso digital a TODOS los latinos y latinas. ¿Qué podría ser mejor que gritar con orgullo “se habla español”?Nuestro equipo se ha tomado un tiempo extraordinario para hacer de esta conferencia un evento abierto, esclarecedor y atractivo, así como diverso, como miles de sombras que bendicen nuestra piel latina. Estamos orgullosamente a cargo de nuestra comunidad latina y esperamos que nuestros esfuerzos sirvan como modelos para generar más inclusión y diversidad necesaria en los Estados Unidos… y por qué no, en el mundo.

¡Disfrútenlo… y WEPA!

LATISM’11 CONFERENCE I P. 3 FIRST EDITION 2011

It takes a village to build LATISM’ 11

special thanks to

Thanks to our LATISM Directors and all these sponsors who trusted us

Elianne Ramos Ernesto Sosa Blanca Estella MejiaElma Placeres Dieppa Reina I. Valenzuela Salvador Merndoza Sylvia Aguilera Tony Vargas


Hugo Perez & Ryan RasmussenZocalo GroupHugo Perez, Sr. Vice President and Head of Hispanic Marketing, and Ryan Rasmussen, Vice President of Insights & Analytics, both work at Zócalo Group, an award-winning word-of-mouth and social media marketing agency focused on helping clients become the most talked about, recommended and chosen brands in their categories.

Social media’s rise in influence is undeniable. Relationships and experiences are becoming more and more important in the consumer’s journey towards engagement and consideration of a brand. For marketers it’s no longer about getting your feet wet with these tools and methods of communication. Social media is now an essential part of the marketing arsenal.

As part of this enhanced appreciation for social media, there is also an enhanced understanding of the need to create experiences that enable strong interaction and mobilize consumers. The result is a blending together of paid, earned & owned media. Today’s savvy marketer is rapidly seeking solutions for integration across these disciplines as they try to maximize reach, impact, and effectiveness in an increasingly crowded space among an audience that is more distracted than ever. In particular, the growing value of earned media when it comes to brand awareness is now being recognized and is sure to effect a change in the perception and role of traditional paid media.

Growing attention is also leading to a rapidly exploding array of measurement options that impact across social media. It seems that new social media measurement tools and solutions are popping up every week. Unfortunately, a lot of the “secret sauce” being offered is not holding up under scrutiny, although it is leading the industry towards alignment on metrics that matter, a de-facto standardization. What’s clear is that social media value is more than just growing Facebook fans and Twitter followers. Social value has to be nuanced beyond audience size, which can be artificially tweaked or enhanced. Marketers that are quantifying socially driven metrics and aligning with business goals and imperatives are the ones finding the most success in demonstrating the value of social media marketing. Ultimately, effective measurement solutions will be useful in unlocking the answer to the holy grail of social media marketing questions: what’s the value? It seems we are getting close to a truly substantive response.

UNLOCKING THE IMPACT & VALUE OF Social Media

LEONARDO BASTERRAEXECUTIVE DIRECTOR OF DIGITAL STRATEGIES LOPEZ NEGRETE COMMUNICATIONS, INC.

Lopez Negrete Communications has evolved into a “connected agency,” and the Digital department itself is a full-service business unit; hence, we are able to leverage an entire system, from digital research and strategic planning, through digital creative and into full-scale digital development. When the system works flawlessly, the result is award winning work as evidenced by our Verizon FiOS Website (www.EnciendeteFios.com), which has recently been recognized for its excellence in website development and honored with a WebAward by the Web Marketing Association in the category of Best Internet Service Provider Website.

EDELMAN MULTICULTURAL

Relevant content is key to making social media campaigns successful. When engaging with the Latino community online and offline, Edelman Multicultural applies this key insight to all of its campaigns, leveraging linguistically and culturally relatable content throughout the different brand platforms.

We aim to foster an engage the Hispanic community by offering an authentic space where consumers can interact and enjoy the content and engage with other individuals who share their interests. Knowing that cultural behaviors will always translate digitally, we counsel our brands to embrace the Latino culture in social media campaigns.

Nominee for Best Hispanic Agency



Monica Olivera is the publisher of MommyMaestra.com, a site for Latino parents who want to get more involved in their children’s education.

From web sites to apps, PBS has jumped on new technology in order to reach children in the digital age.

Known for its commitment to education, PBS is best known for its quality children’s programming. However, the organization is also a leader in its use of technology for early education. Currently, they man-age a large number of projects, including PBS KIDS’ first augmented reality mobile app, its first SMART Table app, more than 30 interactive whiteboard games, HTML5 games, and iOS content for tablet and phone.

Most recently, the organization launched the PBS KIDS Lab, a comprehensive site dedicated to promot-ing math understanding. There, children ages three to eight will enjoy ready-to- learn games and products that feature characters from their favorite PBS shows. Your kids can learn to use a number line by helping Curious George find the correct numbered apple to fill in the gaps, or help Dinosaur Train’s Buddy as he hunts for crystals in different shapes and sizes. Older chil-dren can help Ruff (Ruffman) count out exact change so he can buy himself some snacks from the vending machine.

Parents and teachers will appreciate the home and classroom activities that can be used offline to supple-ment the games and reinforce key math concepts. For example, kids can explore the connection between size and shape while practicing their sorting and measuring skill as they “build” a house for their favorite Cat in the Hat characters using simple materials found at home. Or students can sort and compare data that they’ve gathered in a large or small group activity. The site pro-vides detailed instructions for parents and teachers, as well as downloadable files if needed.

The Lab expands upon the user-friendly theme by offering a page where parents or teachers can search through the site for games and activities according to the child’s age, the skill that the adult wants to focus on (ie., measurement), the device that the child is us-ing, or the PBS show.

Latino families may especially like the fact that PBS is planning a more “robust” version of the site in December.

“The new version will include Spanish translations of the content, demonstration videos for the activities and lesson plans, and a news section where we’ll be highlighting our newest launches and research results,” said Gina M. Montefusco, Assistant Director of PBS Parents and Teachers Interactive.

PBS Launches Interactive Site to Help Children Learn MathThe PBS site comes at a time when data shows the United States falling be-hind other countries in math and science. A national assessment of educa-tional programs found that only 33 percent of eighth graders are proficient or advanced in math. In order for our country to remain competitive in our global economy, national standards need to be raised and young children should be encouraged in the areas of math and science. PBS Kids’ Lab helps young children to explore math in a fun way and apply it to real-life situa-tions.

To check out the PBS Kids’ Lab, visit pbskids.org/lab.


By Jocelyn Jara, Senior Manager,Multicultural at GolinHarris

It is no secret – social media is on the rise among Hispanic audiences. Every week there seems to be a new study tracking the trends of this community online. Yet, while the numbers

differ from study to study, the common thread among all is the fact that Hispanics are the fastest growing online population, and are extremely social online.

Brands are taking notice and with that we’ve seen a rise in Hispanic-dedicated social media campaigns. While there is a natural eagerness to reach Hispanic consumers and audiences via social media platforms, it is important for marketers to take a step back and understand who their target is, what relationship they have with the brand, and what is the level and type of engagement they seek.

The key to getting it right starts with listening to this consumer online. At GolinHarris, we base our insights on both primary and secondary research that helps us understand the Hispanic social media landscape across brands and categories. We couple that with our award-winning social storytelling and Hispanic capabilities to provide our clients with the most effective strategies for creating social media platforms and programs specifically tailored to Hispanic audiences.

In our experience, effective engagement and relevant content within a broader Hispanic marketing strategy make for successful programs. Brands that are engaging Hispanic consumers effectively with social media have the right mix between providing their consumers with the content they want, engaging them in conversations that are relevant while all laddering up to an overarching marketing communications strategy.

JOCELYN JARA is Senior Manager, Multicultural for GolinHarris. As a senior member of GolinHarris’ national multicultural marketing practice, Jocelyn is responsible for providing strategic counsel to GH clients regarding the multicultural marketplace as it relates to the consumer mindset and key growth opportunities in addition to helping manage day-to-day practice operations.

Jocelyn is skilled at developing and managing strategic comprehensive campaigns for clients that include traditional and social media relations, grassroots marketing, event coordination, and internal communications. She has a particular expertise in implementing social media and experiential campaigns. From blogger relations, to social networking platforms, to mobile marketing and Spanish-language web development, she offers programs that are culturally relevant for the growing Latino online population. Jocelyn is fluent in Spanish and has provided general and Hispanic market traditional and social media relations support to clients such as Walmart, Crown Imports, Nintendo, MetroPCS, and General Mills, among others.

Five key considerations:

1 There is no one-size fits all for developing a social media platform aimed at Hispanic consumers– but cultural relevance and attention to online behaviors is KEY to success.

2 Hispanics are natural, social butterflies. Social networking platforms are preferred venues for going online to communicate and socialize. Social media strategies need to create opportunities for Hispanics to communicate, socialize, share content, be entertained, as well as be connected to their heritage.

3 Language preferences vary, depending on the content. Considering bilingual content is essential for reaching both Spanish-preferred and English-preferred Hispanics. It is important to note that there are valid cases for Spanish-only and English-only strategies.

4 Multiple platforms exist for reaching this consumer via digital word-of-mouth. Research indicates that SMS and mobile marketing initiatives are critical opportunities for engagement, while destinations like YouTube and Facebook are principal platforms for reaching the online Hispanic consumer.

5 Hispanics are “collectors” of information who are looking for entertainment online. Key entertainment interests include music and sports with many leveraging video and music sites for this content. But, Hispanic consumers also want to be educated. While the flash of entertainment lures in consumers, conversation trends indicate that as a whole they are interested in knowing more about key elements of a brands such as product information, any key offerings and community efforts.

HISPANIC SOCIAL MEDIA: STRATEGY NOT TACTIC


Sophia Ottleben, Mesa, Ariz. – A graduate of Skyline High School, Sophia started her college journey this fall at Johns Hopkins University majoring in biomedical engineering. She plans to become a prosthesis surgeon.

Yale University, the Massachusetts Institute of Technology, Johns Hopkins University, and Washington University in St. Louis may seem like far-off dreams for many high schools students, but they are now the reality for the four recipients of this year’s RMHC/HACER National Scholarship Program supported by McDonald’s Corporation.

Since 2008, 15 graduating Hispanic high school students have received $100,000 each to pursue their college education. The national scholarships are an extension of the RMHC/HACER Scholarship Program established in 1985 that has awarded more than $21 million to more than 15,000 Hispanic students.

Each of this year’s four recipients was presented with an over-sized check at a ceremony with family and friends held at their local Ronald McDonald House. This year’s recipients are:

The RMHC/HACER (Ronald McDonald House Charities/Hispanic American Commitment to Education Resources) Scholarship Program was founded in 1985 by McDonald’s® owner/operator Richard Castro of El Paso, Texas, with the support of RMHC, McDonald’s Corporation, and local Hispanic McDonald’s owner/operators throughout the country. Castro, a former educator, established the program after noticing increasing school drop-out rates among Hispanic students due to financial difficulties. The program provides awards ranging from $1,000 to $100,000 per student and is one of the country’s largest college scholarship programs for graduating Hispanic high school students. Applications for the 2012 scholarship program will be available from November 11, 2011 through January 27, 2012. For more information on the scholarships and other education resources, please visit www.rmhc.org and www.MeEncanta.com.

Four Students Begin College Careers as $100,000RMHC®/HACER® National Scholarship Recipients

Loren Ramirez, Johns Creek, Ga. – Loren and her twin sister are the second oldest of four siblings. A graduate of the Marist School in Atlanta, Loren is enrolled at Washington University in St. Louis, Mo. and plans to become a pharmacist.

José Limón, Los Angeles, Calif. – A graduate of Garfield High School, José began his college career this fall at Yale University majoring in math. The third of four children, he comes from a family that opens their home to young foster children and prides itself in service to others. José is a Los Angeles native and the son of Mexican immigrants from San Juan de los Lagos, Jalisco, Mexico. He plans to become a college math professor.

Francisco Peña, McAllen, Texas – Francisco graduated from Memorial High School in McAllen, Texas. Francisco left McAllen this fall to pursue a college degree in physics at the Massachusetts Institute of Technology. His aspiration is to become a college physics professor or scientific researcher.


There is a tendency in marketing to see Hispanic consumers primarily as immigrants who are going through the acculturation process. It is an understandable assumption since 55 percent

of adult Hispanics are foreign-born, but this assumption forgets two apparently contradictory facts:

- While 55 percent of adult Hispanics here are foreign born, 55 percent of all Hispanics in the United States today are born Americans. These newer generations are born into a bi-cultural environment and are generally comfortable considering themselves both Hispanic and American. They expect others – including marketers – to do the same.

- Between 70-80 percent of all Hispanics consider themselves acculturated, (defined as adopting the general culture while preserving aspects of their country of origin culture), and are comfortable considering themselves both Hispanic and American. This phenomenon is not unique to Hispanics, as the movie “Namesake,” about East Indians immigrating to America points out beautifully in its concluding dialogue about loving two-worlds. This message applies to Hispanics as well, whether their origins are Mexico, Puerto Rico, Cuba or elsewhere.

There are underlying currents that would indicate these behaviors will continue for the foreseeable future regardless of immigration patterns.

COLLECTIVISTIC DECISION-MAKING: Latino cultures tend to be collectivistic in nature and therefore decision-making for products and services are often group- (family-) driven. Regardless of level of acculturation, the core collectivistic tone of decision-making is likely to

The Bottom Line: Majority Hispanics

Seamlessly Hispanic, Seamlessly American By Loida Rosario

Senior Vice PresidentMulticultural Strategy and Planning for Edelman Multicultutal

Hispanos en América: Un perfil numérico

Hispanics in America: A number profile

endure, which will include members at different levels of acculturation and who are both U.S. and non-U.S. born.

INTERGENERATIONAL SHARING: Hispanic families are accustomed to mingling among age groups and generations. For example, at popular music concerts performed by 30-something singer Juanes, one can see 10-year old children to grandmas moving their hips to the musical rhythms. Since age categorizations are less important and respect for the “elderly” is deeply rooted in Hispanic traditions, marketers should try to understand and resonate with the interconnection between the age segments.

TECHNOLOGY: in spite of the lack of Spanish Web content in the U.S. –the Internet is an enabler for preserving culture and language of heritage. A Mexican now in the U.S. can now spend hours via a computer video cam and the Internet chatting and relating to family in a remote corner of Jalisco, and even U.S. cell phone plans cover some Latin American countries. Another example is a young U.S. born-Hispanic adult who now wants to learn Spanish and gravitates to the Internet Spanish entertainment sites to ‘retro acculturate’ and try to fit in better with his Hispanic friends and family.

As Giuseppe D’Alessandro, Vice President of Strategy at ConAgra Foods says: “Hispanics in America do not live in their own island. They are here studying, working, living with you and me as part of the fabric of the U.S. culture, while wanting to preserve and being recognized for their rich Latino heritage and values.”

If these consumers tend to seamlessly incorporate behaviors of “American” and “Hispanic” cultures, shouldn’t your marketing strategy do the same?


Existe una tendencia en marketing a ver a los consumidores hispanos principalmente como inmigrantes que van a través de un proceso de aculturación. Esta suposición es comprensible, ya que un 55% de los

hispanos adultos son nacidos en el extranjero, sin embargo, esta suposición olvida dos hechos aparentemente contradictorios:

- Mientras el 55% de los hispanos adultos aquí son nacidos en el extranjero, 55% de todos los hispanos en los Estados Unidos son nacidos americanos. Estas nuevas generaciones han nacido en un medioambiente bi-cultural y ellos mismos se consideran hispanos y americanos. Ellos esperan que los otros – incluyendo los especialistas en marketing – hagan lo mismo.

- Entre el 70-80 por ciento de todos los hispanos se consideran aculturados (definido como adoptar la cultura general mientas se preservan aspectos culturales de su país de origen) y se sienten cómodos considerándose a ellos mismos hispanos y americanos. Este fenómeno no es único en los hispanos, como en la película “Namesake”, sobre los hindúes inmigrando a América, habla de manera hermosa en su dialogo final sobre el amor alrededor de dos mundos. Este mensaje se aplica a los hispanos también, ya estén sus orígenes en México, Puerto Rico, Cuba o cualquier otro lugar.

Existen corrientes subyacentes que indican que estos comportamientos continuarán en un futuro inmediato, sin importar los patrones de inmigración.

TOMA DE DECISIONES COLECTIVA: La cultura latina tiende a ser colectiva por naturaleza y por lo tanto la toma de decisiones relacionada a productos y servicios con frecuencia es realizada en grupo (familia). Sin importar el nivel de aculturación, el tono esencialmente colectivo de la toma de decisiones previsiblemente perdurará, lo que incluirá miembros en diferentes niveles de aculturación y quienes son nacidos o no en E.U.

En pocas palabras: la mayoría hispanaPerfectamente hispanoTotalmente americano

JOSE VILLASENSISSensis has been evangelizing the potential and opportunities of using social media to reach U.S. Hispanics for over 4 years. In addition to supporting LATISM during it’s early development, we have put our money where our mouth is, working with our clients to prioritize social platforms as part of a more holistic approach to Hispanic marketing that goes well beyond the :30 Spanish-language TV spot.

The continued and expanded role of social media in all consumers lives also points to the growing importance of content marketing in digital media. Specifically, effective digital advertisers are increasingly realizing that they need to become content producers if they want to remain relevant in the lives of their target users. This means expanding digital marketing efforts from just producing ads and buying media into providing valuable content and tools to their users directly.


PARTICIPACIÓN INTERGENERACIONAL: Las familias hispanas están acostumbradas a mezclarse entre grupos de edad y generaciones. Por ejemplo, en un concierto de música popular llevado acabo por el cantante treintañero Juanes, uno puede ver desde niños de 10 años a abuelas moviendo sus caderas al ritmo de la música. Debido a que la categorización de la edad es menos importante y el respeto por la ‘vejes’ es profundamente arraigado en las tradiciones hispanas, los profesionales del marketing deberían tratar de comprender y realizar campañas con interconexión entre los segmentos de edad.

TECNOLOGÍA: A pesar de la falta de contenido Web en español en los E.U. – el Internet es una herramienta que posibilita preservar el patrimonio lingüístico y cultural. Un mexicano ahora en los E.U. puede pasar horas a través de video chat en Internet relacionándose con familiares en una esquina remota de Jalisco e incluso en los E.U. los planes de celular cubren algunos países latinoamericanos. Otro ejemplo es un joven hispano nacido en los E.U., quien quiere aprender español y va a los sitios en Internet de entretenimiento en español para ‘retro-aculturizarse’ e intentar encajar mejor con su familia y amigos hispánicos.

Como Giuseppe D’Alessandro, Vicepresidente de Estrategia en ConAgra Foods dijo: “Los hispanos en América no están viviendo en su propia isla. Ellos están estudiando, trabajando, coexistiendo contigo y conmigo, como parte de la estructura cultural de los E.U., mientras quieren preservar y ser reconocidos por la riqueza de sus tradiciones y valores latinos.”

Si estos consumidores tienden a incorporar comportamientos de las culturas “americana” e “hispana”, ¿por qué no debería su estrategia de marketing hacer lo mismo?


in Cyberlandia!1. BEST PARENTING BLOGGERJeannette Kaplun - www.blogsdemamas.com (@BlogsdeMamas)Mónica Villa - www.theonlinemom.com (@TheOnlineMom)Romina Tybbit - www.mamaxxi.com (@MamaXXI)

2. BEST LIFESTYLE BLOGGERMonique Fausto: http://www.clicklatina.com/ (@ClickLatina)Migdalia Rivera - http://latinaonamission.com/ (@MsLatina)Ana Lydia Monaco - http://llbloggers.com/ (@LatinaLifestyle)

3. BEST LATIN@ TECH BLOGGERMaria Vargas – http://lachicagamer.com/ (@LaChicaGamer)Alberto Saldamando - http://elmundotech.wordpress.com/ (@ElMundoTech)Hector Russo – http://geeksroom.com (@geeksroom)

4. BEST LATIN@ BUSINESS BLOGGERMariela Dabbah - www.marieladabbah.com/ (@MarielaDabbah)Jesús Chavarría – Hispanic Business Magazine http://www.hispanicbusiness.com/Murray Mann - http://bit.ly/LatinosAtWorkBlog (@LatinosAtWork)

5. BEST LATIN@ BILINGUAL BLOGGERSilvia Martinez - www.mamalatinatips.com (@MamaLatina)Tracy López www.latinaish.com (@Latinaish)Ana Flores – www.spanglishbaby.com (@SpanglishBaby)

6. BEST LATIN@ HEALTH

BLOGGERLaurita Tellado – www.holdingoutforahero.com (@Laurita86)Laura Termini - www.naturalorganicaylatina.com (@chicanol)Helen Troncoso - www.twolatinas.blogspot.com (@MsNYBL2011)

7. BEST LATIN@ EDUCATION BLOGGERMiguel Corona – www.miguelacorona.com (@MiguelCorona)Amor Montes de Oca - www.arteyvidachicago.com (@ArteyVida)Monica – www.MommyMaestra.com (@MommyMaestra)

8. BEST LATIN@ POLITICAL BLOGGERViviana Hurtado http://thewiselatinaclub.com/ (@VivianaHurtado)Marisa Treviño -- http://www.latinalista.net (@LatinaLista)Efrain Nieves http://palantelatino.com/ (@EfrainNieves)

9. BEST LATIN@ SPORTS BLOGGERJulio Pabon http://latinosports.com/ (@LatinoSports143)Rafael Martinez http://www.txsportscast.com/ (@txsportscast)Isabel Gonzalez http://taconesybalones.blogspot.com/ (@TaconesyBalones)

10. BEST LATIN@ ACTIVIST BLOGGERVivir Latino, Meagan Ortiz www.vivirlatino.com (@VivirLatino)Elisa Batista – www.MotherTalkers.com (@MotherTalkers)Juan Saa – www.Juansaaa.com (@JuanSaaa)

11. BEST LATIN@ INSPIRATIONAL BLOGGERBest Latin@ Inspirational Blogger ♣ Blanca Stella www.micaminar.com (@MiCaminar)Juan Alanis – www.juanofwords.com (@JuanofWords)Sabrina Vourvoulias - http://catholicphilly.com/ (@Followthelede)

12. BEST LATIN@ FOOD BLOGGERMaura Hernandez - http://theothersideofthetortilla.com (@MauraHernandez)Art Rodriguez - http://latinofoodie.com/ (@LatinoFoodie)Gina Ruiz – www.donalupeskitchen.com (@GINARUIZ)

13. BEST LATIN@ MICRO-BLOGGERJulio Varela (@julito77)Tony Snark (@Latinegro)Ramón De León (@Ramon_DeLeon)

14. BEST LATIN@ VLOGGERYolanda Vargas – http://cuponeandolive.com/ (@CuponeandoLive)Dan Pérez – www.southfloridafilmmaker.com/ (@DanPerezFilms)Carrie Weir – www.tikitikiblog.com/ (@Tikitikiblog)

15. TOP LATIN@ BLOGGER (1 blogger selected among the above categories)Angelica Perez – www.NewLatina.net (@NewLatina)Ariel Coro – www.Tutecnología.com (@tutecnologia)Brian Solis - http://www.briansolis.com/books/ (@BrianSolis)

16. BEST LATINO(A) SOCIAL NETWORK LEADERRebecca Aguilar – www.wiselatinaslinked.blogspot.com/ (@wiselatinaslink)Ana Flores - www.latinabloggersconnect.com/ (LBConnect)Monique Frausto – www.blogsbylatinas.com/ (@BlogsbyLatinas)

17. BEST MARKETING/PR FIRM using Social Media to reach Latino(a)sGolin Harris www. www.golinharris.com/ (@Golinharris)Edelman Digital – www.edelmandigital.com (@Edelman)360i – www.360i.com (@360i)

18. BEST HISPANIC AGENCY using social media to reach Latino(a)sMoore Consulting Group - www.moore-pr.com (@mooreconsulting)Lopez Negrete - www.lopeznegrete.com (@LopezNegrete)Sensis Agency - http://sensisagency.com (@SensisAgency)

19. BEST COMPANY USING SOCIAL MEDIA TO TARGET LATINO(A)SProcter & Gamble - Orgullosa www.orgullosa.com (@ProcterGamble)Sears Holding - Kmart Latina Smart www.facebook.com/Latinasmart (@LatinaSmart)Miller Coors: www.millercoors.com/ (@MillerCoors)

20. BEST HEALTH ADVOCATE REACHING LATINO(A)S THROUGH SOCIAL MEDIAMarch of dimes, www.NacerSano.com (@Marchofdimes)American Heart Association - Go Red por tu Corazon www.goredcorazon.org/ (@GoRedCorazon)Text4Baby - www.text4baby.org/ (@mytext4baby)

21. BEST EDUCATION ADVOCATE HELPING LATINO(A)S THROUGH SOCIAL MEDIAHispanic Alliance for Career Enhancement – HACE www.haceonline.org/ (@Hace_Online)Univision - Es el Momento - http://vidayfamilia.univision.com/es-el-momento/ (@univision)White House – Winning the Future www.ed.gov/about/inits/list/hispanic-initiative/index.html (@HispanicEd)

22. BEST NON-FOR-PROFIT ORGANIZATION USING SOCIAL MEDIA TO REACH LATINO(A)SVoto Latino - www.votolatino.org/ (@VotoLatino)National Council For La Raza – NCLR – www.nclr.org (NCLR)National Hispana Leadership Institute - NHLI www.nhli.org (@NHLI)

23. BEST ARTIST USING SOCIAL MEDIA TO REACH LATINO(A)SFernando Valera - http://fernandovarela.com/ (@FernandoVarela)Willie Colon - www.williecolon.com (@WillieColon)Juanes - www.juanes.net (@Juanes)

24. BEST POLITICIAN USING SOCIAL MEDIA TO REACH LATINO(A)SLos Angeles Mayor Antonio Villaraigoza - http://mayor.lacity.org (@villaraigosa)Congressman Jose Serrano – www.serrano.house.gov (@RepJoseSerrano)New York City Mayor Michael R. Bloomberg - http://www.nyc.gov (@Mike Bloomberg)

25. BEST MULTICULTURAL SOCIAL MEDIA CAMPAIGNKmart: Latina Smart - www.facebook.com/Latinasmart (@LatinaSmart)Univision: “Es el momento” – www.vidayfamilia.univision.com/es-el-momento/ (@Univision)Target “Mamiverse” – www.mamiverse.com (@MamiVerse)

26. BEST MULTICULTURAL MOBILE CAMPAIGNText4Baby – www.text4baby.org/ (@Mytext4baby)Department of Health & Human Services’ (HHS) Agency Conozca las preguntas, (Know the Questions) - www.ahrq.gov (@AHRQNews)Nestle – Mi Cocina Latina – www.MiCocinaLatina.com (@Nestle)

Meet the best of the best


Did you just find out that you’re pregnant? Are you concerned about your infant’s nutrition? Want quick tips to help you have a healthy pregnancy and healthy first year for your

baby? Now expectant or new moms can easily get the information they need through a free service on their cell phones: text4baby.

Text4baby provides timely pregnancy and health tips sent directly to participants’ cell phones in the form of text messages. While 90 percent of people in the U.S. have cell phones, text4baby is the first free, health education program in the country to harness the popularity of texting as a mode of communication.

Pregnant women and new mothers who text “BABY” (or “BEBE” for Spanish) to 511411 receive weekly text messages, timed to their due date or their baby’s birth date through the baby’s first year. The messages, which have been vetted by government and non-profit health experts like the Centers for Disease Control & Prevention, American Academy of Pediatrics, and March of Dimes, deal with nutrition, immunization and birth defect prevention, among other topics.

“There’s lots of information out there in books, on the web and being shared by doctors, but what is unique about text4baby is that it brings personal and timely information directly to women three times a week wherever they are at that moment”, said Judy Meehan, CEO of the National Healthy Mothers, Healthy Babies Coalition (HMHB) which administers the program.

In its first year, text4baby is already reaching more than 125,000 women thanks to an unprecedented partnership between the nonprofit HMHB and private sector and government partners including the White House Office on Science and Technology Policy, the U.S. Department of Health and Human Services (HHS), CTIA – The Wireless Foundation, and Voxiva. Johnson & Johnson is the program’s founding sponsor.

TEXTING for Your Baby’s

Health

SAMPLE TEXT4BABY MESSAGES INCLUDE:

• Need free or low-cost health care for you & your baby? Your state has programs to help. Call 877-543-7669 to find out if you qualify.

• Talk to your Dr. about getting a flu shot. Pregnant moms & babies can get very sick from flu. For info call CDC at 800-232-4636.

• Did you get info from your Dr. on newborn screening tests? If not, ask for it. Your baby will have these tests in the first 48 hours after birth.

Now, through a multi-million dollar, multi-year commitment from Johnson & Johnson, text4baby aims to reach 1 million underserved mothers by 2012. New features of the expanded program include increased interactivity, such as quizzes, to reinforce comprehension. There are also more opportunities to gather user feedback in order to better serve moms.

“Pregnancy and motherhood bring a great deal of joy into a woman’s life, but they also bring new and unique responsibilities,” said Elizabeth “Betty” T. Jordan, a registered nurse and director of the undergraduate program at Johns Hopkins School of Nursing. “Text4baby gives expectant and new mothers critical information they need so they can take charge of their health and the health of their babies in partnership with their care provider during pregnancy and the critical first year of life.”

Text4baby is an exciting and innovative way for the millions of pregnant women and new moms across the country to get the most important information they need to ensure their child’s healthy development. If you’re an expectant or new mom or you know one and want to learn more, go to www.text4baby.org.

Meet the best of the best


Plus Three started its engagement with the National American Latino Museum Commission on July 2010. Our assignment was to grow the number of members who support the Commission

and its work ahead of the submission of its report to President Obama and Congress on development of a National American Latino Museum on the Washington Mall.

In one year the National American Latino Museum has garnered over 205,000 supporters through social media. The total number of members now available to the National American Latino Museum stands at 205,618 when aggregated across Facebook, Twitter, and its online database.

DESCRIPTION TOTAL

My American Latino Museum Website 67,231Facebook Fans 61,151Twitter 77,236

TOTAL 205,618

The paid media campaign reaches over 2 Million Latinos in over 239 cities nationwide with 140 different ad variations based on geographic and demographic profiling. The targeting and segmentation that has been developed along with image and branding have reduced our bid rate for

1,000 impression to $0.11 allowing Plus Three to run over 185 Million ad units per month with an overall click through rate of 0.026%. In addition to the 184 million ad impressions the Commission is paying for it gets another 11 million social impressions - a whopping 44% additional impressions and an additional 47% in social clicks.

National American Latino Museum

Through a combination of our direct response campaign and affiliate outreach the National American Latino Museum Commission has been able to build a substantial email list with detailed contact information including: Email address, First Name, Last Name, Zip Code, and Address.

Social networking websites are changing the paradigm of how the Internet works. It is moving from an open network to a closed network and from a mass market medium to a one-to-one communication vehicle. PlusThree’s focus on these social networks focus on taking offline information and available profile and demographic data to micro-target specific communities.

With the shift to Mobile networking it allows Plus Three the most unique opportunity in reaching, marketing to, and capturing the Latino market. All of the direct response marketing rules apply to mobile while new advances provide the cutting edge technology and micro-target opportunities that increase the lifetime value of each member.With more Latinos than ever using the internet to communicate, learn and interact with their community, social causes must look to the internet to spread the word about their important goals. The outpouring of support for the National Museum of the American Latino shows the deep desire of our community to share our culture, art and history with the nation.

At Plus Three, we are proud to help the museum’s commission reach thousands of supporters who will be crucial to building this museum.


National American Latino Museum


Lady Bird Johnson (First Lady of the United States, 1963-1969) once said, “While the spirit of neighborliness was important on the frontier because neighbors were so few, it is even more important now because our neighbors are so many.” At no other time in our American history have these words ever rang truer. Being able to harness that spirit of community and neighborliness – both internally and by aligning with others with whom we share the online and offline spaces –is an essential evolution of our Latino consciousness. Part of making this possible is by our ac-knowledgment of initiatives that demonstrate innovative ways of thought and action; alternatives that exist in the present, in our surroundings, and starring real Latinos. This movement of unity, friendship and solidarity that LATISM has been able to create online – and that we are on a mission to carry offline –goes hand in hand with the need to bring to real life a spirit of community. LATISM

is all about harnessing that spirit to generate, nurture and welcome parallel ecosystems where collaboration precedes competition; where individual satisfaction and pride of par-ticipation give way to the creation of a progressive environ-ment; where inclusion and shared experiences bring about alternatives that are as different as they are real. In honor of that spirit of community, we present you the following table showcasing all of the different groups that conform our Latinosphere. These are our brothers and sis-ters, our comrades in this, our collective undertaking of the online arena. We hope this chart serves not only as a reference for what-ever your online endeavors may take you; but also that it becomes a marker for the inevitable future: a future where Latino power can coexist in unity with our countless neigh-bors on this American frontier.

THE LATINO CYBER COMMUNITY By Elianne Ramos


By Juan Alanis (@juanofwords)

Ramon, Wow! From a pizza delivery driver to the Marketing Mind of a six store Domino’s Pizza Franchise in Chicago, the story of Ramon De Leon is one of inspiration and personal triumph through socializing both offline and online. De Leon began his journey with Domino’s Pizza in 1986 as delivery driver, and quickly ascended into the ranks of one of this multimillion dollar company’s most celebrated social media leaders. Though Ramon himself is the first to admit his journey to personal success began long before he even hit his teenage years. “I remember wondering at seven or eight years old when I would go with my mother to her friends’ houses to sell Avon why we could never just drop off the catalogs and leave… she’d spend 30 minutes talking with each of them, about everything and anything except what we were there for, and at the end would say ‘oh by the way, here’s the new Avon catalog. Let me know if you want to order anything.’ She was relationship building and that always stuck with me,” he remembers.

That same concept of relationship building is what allowed De Leon to take advantage of the many opportunities that presented themselves to him. First it was a shift manager who never showed up to work, which gave De Leon his first taste of leadership within the company; then the opportunity to take on the role of store manager, then district manager, franchise consultant, and finally social media expert, both for Domino’s Pizza and his own personal brand: Ramon De Leon.

“My personal motto has always been show up early and show up often… That’s what I’ve always done, and that’s what I want to motivate others to do as well,” he explains.

As keynote speaker at LATISM’11, De Leon promises a high-energy inspirational account of his own journey, as well as a window into the tools that took him from just another pizza delivery driver to a “pizza guy who gets it!” Ramon has been using Social Media for his business since before the word even existed. AOL Instant messenger was his micro-blog long before Twitter was invented, and when Facebook was closed to the general public, Ramon connected with customers in photos and groups.

His Social Media strategies were highlighted at Gravity Summit Harvard and streamed Live on CNN.com. This June, De Leon was named “Chicago Social Media Person of the Year” by the Chicago Social Media Marketing Group. His list of speaking engagements also continues to expand.

Having attended the very first LATISM National Conference two years ago, De Leon is excited about the explosive growth of the LATISM brand and encourages attendees to interact and communicate with as many people as possible in Chicago.

“There’s definitely been a lot of buzz about this event. I would say greet everyone you see at LATISM’11. Say hello and introduce yourselves. You never know who might be on the other end of that conversation.”

Toss Up: Ramon De Leon and the story of how he became Social Media Royalty


chapters’ DIRECTORS

HILDA RAMIREZ

LAURA TELLADO ALBERTO C. SALDAMANDO

MARCE GUTIÉRREZ

Hilda Ramirez is a self made success working her way from the firm accountant to now holding the top job as President, following the acquisition of the firm in 1992 from its previous owner. This opportunity was extended to Ms. Ramirez and her business partner after working and providing dedicated service to the firm since 1986. Hilda holds the coveted Certified Exchange Specialist®, CES® Designation the only professional designa-tion available to 1031 Exchange Practitioners.

Marce Gutiérrez is a communications and advocacy professional. She recently founded The Azul Project and has worked with Latino populations to protect California’s resources and foster environmental leadership in under-represented communities. She helped design a network of marine protected areas stretching from Santa Barbara to the Mexican border as

Laura (“Laurita”) Tellado has been a blogger since August 2009. She authors two blogs, Holdin’ Out for a Hero (to promote awareness of Spina Bifida) and Espresso con Leche (a bilingual blog about Latino culture) and is a staunch advocate for the Spina Bifida community and for health initiatives. Laurita is also a proud member of the National Association of Hispanic Journalists, and currently serves on the board of the Spina Bifida Association of Central Florida. Follow her on Twitter: @Laurita86.

Is a Freelance Technology Blogger based in Orlando, Fl. With a passion for computing, technology, anime, videogames, the Internet and other things ggek and his multi-cultural views of the world at large, Alberto has atken his game to the next level by blogging for Inpremedia’s Piensa Digital. Cur-rently, Alberto continues blogging for Impre.com-Piensa Digital, and contributes with WiredLatinos.com and HispanicizePRBlog.combesides writing daily posts seen on his ElMundo tec blog.

She is a Charter member of the Certification Council. With over two decades of experience in Education based Marketing Hilda became an early adopter of Social Media Networking and Social Media Marketing for Business. Got2BSocial was founded in 2009 to answer the demand of a growing industry. Hilda is a well recognized speaker on Social Media and has received many accolades.

part of California’s Marine Life Protection Act Initiative. Marce previously worked in commercial aquaculture operations, and now serves on the California Sustainable Seafood Advisory Panel, tasked with creating a sustain-ability program for California fisheries. Long story short: she used to sell the fish, now she saves them!

www.marcegutierrez.comwww.azulproject.org

http:// holdinoutforahero .orghttp://espressoconleche.com

http://elmundotech.wordpress.com

BAY AREA, CA

CENTRAL FLORIDA


RAFAEL RODRIGUEZ

BRIAN COCKMAN

Rafael Rodriguez leads, the Interactive MediaDepartment for Norsan Multimedia,!the largest Hispanic Media conglomerate in the Southeast, offering coverage in North Carolina, South Carolina, Florida, and Tennessee.!Named to the position in 2010, he is respon-sible for strategies that deliver and integrate all aspects of Online & Social Media experi-ence for this communication platform that combine Radio, Print, Online products. Rafael Rodriguez previously as Information Technol-ogy Director and Founder of Descubre Media, started a Hispanic informational web portal DescubreCharlotte.com, where he led the Enterprise to be one of the most visited website in the Carolinas, also creating a new standard for Website Latinos in the area.

CENTRAL CHARLOTTE, NC

Throughout his career, Rafael has been contributing to the economic, cultural and social development of the entertainment & information markets in the top growing cities of the US by utilizing informative media and technology.Rafael Rodriguez was born in Caracas, Ven-ezuela. He graduated from Public Relations University of Venezuela with a degree in Sci-ence. For several years, he worked as Advanced Public Relations Specialist, managing and providing PR and Multimedia support to dif-ferent clients in Miami, Fl before relocating toCharlotte, North Carolina, actually he is en-gaging and developing Social Media Strategies.

Brian’s work in public relation and marketing runs the gamut having worked in the private, public and nonprofit sec-tors with clients stateside and internationally. Brian uses his expertise in brand marketing, cor-porate communications and strategic planning to deliver award winning PR programs to his clients.

Brian started his own PR firm, Rooster Com-munications, in 2010 and serves national and international clients with a specific emphasis on nonprofits working in Central and South America, manufacturing companies and small business. Prior to starting his own firm, he worked with a small boutique agency in Greensboro, NC on numerous national home and commercial furnish-ing accounts.

In addition, Brian has worked with the global tech-nology company RF Micro Devices where he suc-cessfully launched a multitude of new products by working with marketing teams in China and India. Brian’s extensive work with local and state politi-cians adds to his portfolio of experience in crisis communications and public affairs. On behalf of the city of Greensboro, he designed and imple-mented Government Works: A City Academy, which was recognized by the U.S. Mayor’s Council as the premier U.S. civic education program.


ABRAHAM VELÁZQUEZ TELLO

ELMA PLACERES DIEPPA

DAISY DE LA CRUZ

EXPERIENCECritical Mass. June 2010Front-End Engineer, Creative TechnologyDevelop rich web experiences for mobile (iPhone + iPad), social (Facebook applications), large-scalecontent management systems, various Java-based ap-plication frameworks and Wordpress. Lead internal development teams and off-shore development teams. Manage project schedules deliverables. Present internal learning/development sessions and attend industry conferences.

She has an experience of over sixteen years of progres-sive business in both entrepreneurial and corporate settings; with particular skills in planning, marketing, budgeting, pricing, contract negotiations and efficiency. Currently she is a Marketing Consultant in Chicago, Il. where she has worked for for Sojourn Day Spa, Vida’s Market, Catalonia Hotels, Marival Resort and Suites, Carlas Prince Gilbert (realtor), Green Envee and as a personal assistant for a prominent internationally known art curator.

Co-Founder/Executive VP of Latino Markets at De La Croix Media [email protected] La Croix Media Group specializes in enhancing communication between a company and their direct target market.

Director of Marketing at Delaney Law, where she directs Delaney Law’s overall marketing and strategic planning programs, and corporate communications, as well as facilitate client development through marketing and client services programs.

Digitas, Inc. June 2008 - June 2010Software Engineer, Manager, Creative Technol-ogy Developed rich web experiences for content management systems, large-scale e-commerce solutions and microsites. Worked with various social platforms and helped develop mobile strategies. Collaborated with creative teams during concepting and design phases to ensure cost-efficient UI/UX. Managed deliverables with various offshore teams.

Member (turned) Facilitator/Group Leader at Business Network ChicagoFacilitator/Group Leader for the BNC Sales & Marketing Group. The purpose of thegroup is to provide attendees with the op-portunity to make connections and broad-en their business and personal contacts.

Feature Writer at MODA Fashion Gazette, where she is a writer in topics of fashion, beauty and lifestyles.

CHICAGO, IL



ALEJANDRA SUAREZ BYRDIE FRANCO-ROCHA

Alejandra Suarez grew up in the cultural center of Mexico and now lives in Dallas,Texas. A professional in Advertis-ing and PR industry, Alejandra also serves as the Latism Dallas Chapter director. She loves lives and breathes the ever-changing U.S. Hispanic market. In her career, she has had the opportunity to work on national brands and gain experience well beyond her years. Her prior experience includes work in non-profit, newspapers, online magazines and PR. . She is passionate about social media, advertising, writ-ing, traveling, community involvement and the arts. She looks to the future with nothing more than hope, witty humor and enthusiasm.

Byrdie Franco-Rocha is a community catalyst online, offline, all the time. Franco wears many crowns including: Latism Dallas chapter co-director, Hispanic Communicators DFW PR manager, and the Greater Dallas His-panic Chamber of Commerce’s Young Professionals committee chair position to name a few. She is from Texas, and works as an integrated marketing and communications consultant. Franco has eight years of experience in both the private and non-profit sectors and

has also worked with small business owners. She has been described as a bright, passionate, creative and hard working manager. She has proven to be a self-motivated individual that is equally enthusiastic when working with a team. Byrdie holds a bachelor degree in business from The University of The Incarnate Word and a master’s degree in journalism from The University of North Texas and is currently scheduled to graduate in March 2012 from Southern Methodist University’s Graduate Marketing Certification Program. She has a natural talent for futuristic and strategic thinking and asks, “How may I help you?”

DALLAS/FORTH WORTH

WASHINGTON, D.C.JENNIFER LUBRANI

Jennifer Lubrani has spent more than 12 years helping large organizations implement and manage online marketing/digital campaigns and promo-tions. She successfully led teams of Web designers, and developers for a variety of clients, including the National Institutes of Health, National Heart, Lung, and Blood Institute, Centers for Disease Control and Prevention, Lexus, E*TRADE Finan-cial, California Highway Patrol, and others.

In 2001, she decided to leave the private sector to enter the nonprofit field. Since embarking on her new career path, Jennifer has worked for leading nonprofit organiza-tions like the American Red Cross and the Academy for Educational Development (AED) developing and execut-ing multi-faceted campaigns, coalition-building efforts, and media relations activities to reach Hispanic audiences.



SANDRA FERNANDEZ, CO-DIRECTOR

JUAN ALANIS, DIRECTOR

Sandra Fernandez is a communications profes-sional with more than 15 years of experience with higher education, government, and non-profit organizations. She is currently the Manager of Public Relations for the Houston Public Library, where her role includes overseeing the planning and implementation of award-winning communi-cations and promotional plans, from brainstorm-ing and writing to budgeting and tracking results. Her strategic use of social media and online services to communicate with Library customers has made Houston Public Library an industry leader in social media implementation.

Juan Alanis is a South Texas based writer living in Houston who owns and operates the blog Juanof-Words.com. A ‘writer by nature’, his profes-sional writing experience includes work for such publications as the Hous-

ton Chronicle, the San Antonio Express News, the Texas Travel Guide, La Prensa Gráfica of El Salvador, Rumbo

Fernandez teaches government, small busi-nesses and non-profits how to use social media successfully through conferences, workshops, panels and presentations. She recently co-chaired the Mayor’s Social Media Task Force, a partnership project between the Houston Chapter of the International Association of Business Communicators and the city of Houston. The Task Force created a program to teach neighborhood groups how to use social media to stay in touch in a crisis and to organize civic improvements.

Newspapers and La Voz de Houston, as well as television production work with Spanish-language network, Univision.

Most recently, Juan launched the blog Juan of Words: My Life in Words in partnership with the Houston Chroni-cle and their Spanish-language publica-tion La Voz de Houston, in which he provides commentary and insight on all things Latino.

HOUSTON, TXKnown for his creative writing, particu-larly his work with popular dichos, Juan offers an entertaining, insightful, and often emotional look at Hispanic culture through the eyes of a gifted writer. Since launching his blog in January 2010, Juan has amassed over 100 original entries, 59 of which offer analysis of vari-ous dichos through creative writing, and has registered over 1.5 million hits to the blog website www.JuanofWords.com.

www.JuanofWords.com

www.twitter.com/sandrasays www.sandrasays.com


chapters’ DIRECTORS SALVADOR MENDOZA, DIRECTOR

RAY CRUZ, CO-DIRECTOR

Project Lead and Technolgy Professional with over (10) years of Technology an Intranet / Web develop-ment experience in the financial Services industry. Multi-talented in design, development, systems administration, information architecture, analysis/metrics, project management, and client communi-cations. Well versed in the Sofwware Development Life Cycle (SDLC) and Agile/Scrum methodolo-gies. Social Media expert with a complete understanding of popular Social Media platforms, tools, and best practices for external and internal corporate communications and employee engagement. .

Ray Cruz, Co-Director LATISM New York (@Angry Latino) is an avid community builder/tech-nologist and advocate for the Latino Community. As a blogger for AngryLatino.com he has brought attention to topics that span some of the most complicated subjects that affect the Latino Ameri-can experience. As a Co-Director on the NY- LATISM team, he works with sponsors, commu-nity activists and fund raisers to raise awareness and drive meaningful action beyond the written word. As a proponent of using technology and education to raise awareness and engagement in the political process, he has engaged community groups locally in voter registration and education for the past 2 presidential campaigns.

NEW YORK, NY

Ray’s career was forged first at Morgan Stan-ley, where he worked closely with the executive technology and marketing groups to implement and support new infrastructure projects. Ray then moved across the street to Merrill Lynch, where his award winning performance as a project lead after the 9-11 disaster solidified his career path as a leader and consummate project manager. He was then recruited to join and support a myriad of online and technology projects for the execu-tive team at IAC/Interactive Corp.

His relentless focus and passion for education, empowerment and meaningful engagement of the Latino community through social media leaves nothing to chance and ultimately brings high value to Latinos in Social Media (LATISM).

PHILADELPHIA, PARUBY WRIGHT SILKE MCDOWELL

Ruby is a wife and mother to 2 little ones. She is the Blogger at growingupblackxican.com where she blogs about raising her kids to be proud of their 2 cultures- Black and Mexican. Her family recently moved from the West Coast to the East Coast and are transitioning from being a military family to a civilian family. She is passionate about family, education and all things crafty.

Silke is an entrepreneur, blogger, and freelance writer. She was born in Lima, Peru where she studied Communication Science at the San Martin de Porres University. In 2001, she moved to the United States and started her family. She is currently living in Bucks County, Pennsylvania. Silke is the mother of two bilingual boys who were her inspiration to start “Growing Bilingual” a home based business. She now blogs for Mami Habla Español and at Mamalatina en Philly. Silke is very proud of her bicultural family and also of being a Latina! Growing Bilingual.


PHOENIX, AZ

SAN ANTONIO, TX

ERIC DIAZ

ERICA GUEVARA

JOE RAY

DK Web ConsultingEric leads the digital agency, DK Web Consulting which is primarily known for Hispanic marketing through social media. To stay on top of the newest trends in mul-ticultural social media marketing Eric participates in online conversations, researches best practices and industry trends, and discusses the newest wrinkles in social media programming & development.

Joe is a creative director, designer, artist, writer and speaker as well as the lead guy at of Estu-dio Ray, a branding agency in Phoenix.

For over 25 years, Joe has spearheaded the development of many successful and award winning projects and integrated campaigns. These have included campaign development for the General market as well as for the His-panic marketplace, branding, name identity, and packaging design.

Joe has received over 80 awards and citations for his work, which has also been featured in several publications and creative annuals, in-cluding Communication Arts, Print Magazine, ID, Create, GDUSA, and How Magazine.

His marketing expertise includes the areas of Food & Beverage, Health care, Pharmaceut-cal Branding, Luxury Resorts, Development/Real Estate and Retail design/branding as well as Arts and Culture.

In his support of non-profits, Joe serves on the Board of Directors for SARRC (South-west Autism Research & Resource Center) in Phoenix, as well as several arts organizations.

Joe is also a member of AMA Phoenix (American Marketing Association), with which he is Chairman of quarterly Hispanic Market Seminars/Shared Interest Groups (SIGs).

In his spare time, Joe is an accomplished painter and printmaker. His personal work can be seen at www.joeray.com

A seasoned TV journalist, Erica Guevara has been telling stories for over 10 years. She took a break from the TV grind after the birth of her first son to dabble in public rela-tions; helping to secure client coverage on national outlets like The Today Show, FOX News, CNBC, CNN, iVillage and more. It was at this time Erica also discovered a knack for finding “cool products” and found herself fielding lots of questions on gift ideas from family and friends. That’s when babygearmom.com was born.

Erica combined her TV know-how and blogging passion into a fun, family-friendly product portal that dishes about cool, innovative finds on the market. Babygearmom.com features daily write-ups, webisodes and links to TV segments where the Baby Gear Mom is featured. Erica has recently branched out and started a new site called callemami.com, which features her personal stories, current events and more, with an emphasis on life as a Latina mami of 3 on Mom Street. She’s also a parenting contributor and producer for WOAI-TV, the NBC affiliate in San Antonio, Texas.


chapters’ DIRECTORSJEAN MANUEL JIMENEZ

ERNESTO SOSA

BLANCA ESTELLA MEJIA

Blanca is an inspirational bilingual blogger at Micaminar.com. During the day, she is a social media consultant and applies some of her geek skills as a creative technologist at blancastella.com. Twitter@micaminar and @miamishinesCo-director Latism South Florida

Ernesto also serves as Director at Proconca USA, a next-gen green housing initiative by Holcim; Director at GA Technologies Inc., a Document Management Compa-ny; and Managing Director at Asesoranet, a business consulting firm that specializes in growth consulting. He served in the past as Director and SFL Coordinator at AIIM (The Enterprise Content Manage-ment Association); Vice-Chairman and CEO for Avanxis, an International ECM Company; Vice-Chairman for Grupo Archicentro, a Document Management Company and Director for Cavedatos.

Ernesto holds a degree in Business Ad-ministration from Universidad Católica Andrés Bello (Venezuela) and professional certifications in marketing and informa-tion technologies.

Ernesto Sosa has devoted his profes-sional career for almost two decades to helping startups, SMBs and large com-panies in LATAM and the US improve business and marketing performance through effective marketing, business development, public relations and business innovation programs, while bridging the gap between marketing, technology, information and innova-tion. He is president at SOWEB a leading marketing and interactive agency that helps businesses grow by connecting them with the new digital consumers. His work focus is on mar-keting strategy, hispanic marketing, international business development, strategic public relations, competitive intelligence, innovation management, social business and web technologies.

SOUTH FLORIDA

You can follow him on Twitter@ernestososa.

Jean Manuel Jimenez is a se-nior executive at mobile mes-saging solutions and is based out of Miami, FL. A creative, self-motivated executive with Nine years of experience in business development, media management and production, he is skilled at mass communi-cations strategies with mobile marketing integrations.

At mms, Jean is responsible for sales and business development for the Hispanic market in North America and across Latin America. He works on clients such as Univision Interactive Media, helping them effectively integrate mobile solutions into major programs such as Sabado Gigante, Republica Deportiva and Arrasa con Todo.

Jean Manuel has proven experience in offline media, mobile marketing and the production ecosystem. Prior to mms, he led numerous media companies in Latin America, such as Antena Latina, Medcom, and Telemicro to help them generate alternate means of revenue through their existing channels and ad networks. Jean also previously led the iTV team for Net People / Zed as a Country Manager for Puerto Rico and has work with brands such as Endemol & Taima. With a strong background in TV production, Jean has been able to direct major marketing efforts to effec-tively target young Latinos with a richer second screen experience.


HOLIDAYS & SOCIAL MEDIA SHOPPING REPORTS WINTER 201125+ Influencers participated in the GigCoin Holiday and Shopping survey 2011. Here are highlights from the survey:

By Julie Diaz-AsperFounder/CEOGigCoin - Where the Social Web gets Gigswww.gigcoin.com

GigCoin offers a platform to hire & manage influencers for research,campaign execution, content, community management, mystery shopping and more.

• 80%+ felt that holiday season social media campaigns

helped increase awareness and impacted their purchasing

decision.

• 77%+ liked/followed brands because of a good deal.

• 90% are shopping online and using social media and mobile

apps to find deals and get gift ideas.

• Gift ideas, tips for entertaining, deals, contest and evoking

“old/warm memories” were viewed as effective campaign

techniques.

• Influencers cautioned that social media needs to be year

round and deliver value (discounts, free shipping, prizes, tips,

“experiences”) to have an impact.

“I’m always looking for free shipping or discount promo codes that I

can use when shopping online. This applies all year, but more during

the holiday season. Sometimes brands post special discounts for their

Facebook fans or Twitter followers, and I’m all over that! I also like enter-

ing their contests on Facebook and Twitter. So easy to enter and my

chances are usually pretty good..”

“As a customer, I prefer brands that are engaging year-round than

just a one season. I think it’s a waste of a like when brands have a

fan page for just one campaign then they abandon it.”

“Yes, because its the time of year I am looking for

gift, decorating, party planning ideas. I am more

open to try or like a new brand.”

Sound bites from Influencers: Impact of Holiday Social Media Campaigns?


WEDNESDAY, November 9, 20115:00pm – Early registration at Navy Pier begins LATISM WI-FI Lounge Sponsored by Nintendo

6:00pm – Noche Buena... Cartera Llena Opening reception by Sears Holdings – @ Terrace View

THURSDAY, November 10th, 20118:00 am – LATISM Tribal Breakfast Meet your Tribe(s) and the Cyber Sustainable Development Project @ Terrace View

9:00 am – Breakout sessions

• Public Service Track: Reaching Out for Health Through Social Media• Business Track: When Traditional Media Meets New Media To Reach Latinos• Community Track: Business 101 for Cyberpreneurs

10:30am – Cafecito Break by Sears Holdings | Workshops – Booth Bingo - Network

11:00am – Breakout sessions

• Public Service Track: The Role of Social Media in Education• Business Track: The New Metrics of Social Success• Community Track: Social Networking for Job Search

Workshops – Booth Bingo - Network

12:30pm – Johnson & Johnson Presents: Keynote by Mary Anne Müller Lunch @Grand Ballroom

2:00pm – Breakout sessions

• Public Service Track: Social Good Goes Mobile• Business Track: MultiCultural Social Media Campaigns That Rocked (Case studies)• Community Track: The Riches Are In The Niches

3:30pm – Cafecito Break by Sears Holdings | Workshops – Booth Bingo - Network


• Public Service Track: Winning the Future: Education TownHall• Business Track: Corporate Diversity and New Media• Community Track: Social Media Disruption: Finding your Voice

6:00pm – Toyota Motors Presents: LATISM Awards Dinner Gala An evening of entertainment, celebration and reconocimiento! @Grand Ballroom


SCHEDULE //

FRIDAY, November 11th, 20118:00 am – Tribal Breakfast - Courtesy of McDonalds

9:00 am - Breakout sessions

• Public Service Track: The Future of Learning: Transmedia in Education• Business Track: Spanglish: From La Calle To Madison Ave• Community Track: Blog Traffic Secrets From The Pros

10:30am – Cafecito Break by Sears Holdings | Workshops – Booth Bingo - Network

11:00am – Breakout sessions

• Public Service Track: To be announced• Business Track: Creating A Win-Win Brand/Blogger Relationship• Community Track: Your Cyber Empire: Building Your Brand With Social Media

12:30pm – Keynote by Ramon de Leon Lunch followed by the Cricket’s Muve Music Dessert


• Public Service Track: The Social Media Movement for Civic Engagement• Business Track: Social Media Initiatives Bring “Buena Suerte”• Community Track: Workshop – Lights, Camera, Vlog! Vlog Content production, syndication and monetization

3:30pm – Cafecito Break by Sears Holdings | Workshops – Booth Bingo - Network


• Public Service Track: Change Agents: Social Media For Social Change• Business Track: Workshop – Leadership Skills for a Hispanic America• Community Track: Using Google+, LinkedIn, FaceBook, Twitter for Community Building

5:30pm – Surprise Keynote

7:00pm – Amway Closing Reception


WORKSHOPSFACEBOOK MARKETING 101 – FANPAGES

FACILITATOR:

Hilda Ramírez, President at Equity Preservation, Branding and

Customer Loyalty Specialist

DATE(S):

Thursday, 11/10 at 10:30am

DESCRIPTION:

As of October 2011, Facebook has more than 800 mil-

lion active users, a number larger than most sovereign

nations. You should be putting Facebook-landia to work

for you! A Facebook fan page is one of the most effec-

tive online advertising channels that exist today with one

important distinction: It’s completely Free!

WHAT YOU WILL LEARN IN THIS WORKSHOP:

• HowtocreateandmanageabrandedFace-

book fan page for business

• HowtouseFacebookadsaspartofyour

facebook marketing mix. Facebook fan pages

convert people into customers at a higher rate

than other advertising sources; are 6.3 times

more effective than Facebook targeted ads

according to Blue1 research.

• Howtoprotectandbuildbrandequityusinga

Facebook Fan Page

• Howtopreserveyourbrand’sonlinereputation

and develop strong brand loyalty.

GOOGLE 101

FACILITATORS:

Eliana Murillo from Google

Tony Vargas, Technology Blogger & Proud Geek of TonyTorero.com

DATE(S):

Thursday 11/10 at 10:30 am; Thursday 11/10 at 3:30 pm

Friday, 11/11 at 10:30 am; Friday, 11/11 at 3:30pm

DESCRIPTION:

“Are you feeling lucky?” For years, this has been the typi-

calquestionposedtosearchersusingGoogle.ButGoogle

is about more than luck and offers a powerful algorithm

driven engine that gives you access to an entire language

of commands and functions to help you develop your own

special,zenflavorofGoogleFu.Signupforthisworkshopif

you want to learn something you’ve never known about the

world’s most popular integrated search & application suite.


• Youwillbeginyourlife-longjourneytowardbe-

comingamasteroftheartofGoogleFu!

• YouwilllearntoconstructGoogleSearchqueries

as you NEVER have before!

• YouwilllearntouseGoogletofilteroutunwanted

fluffinyourqueriesandsearchforexactlywhat

youwanttofindmoreefficiently.

• Youwilldevelopanewappreciationforthehid-

den ‘Easter egg’ functionality that’s embedded all

overandthroughouttheGooglesearchengine.


WORKSHOPS

LINKEDIN101 – HOW TO CREATE

A PROFILE THAT STANDS OUT

FACILITATORS:

Blanca Stella Mejía, Creative Technologist, Social Media Con-

sultant & Bilingual Inspirational Blogger of MiCaminar.com

Co-Director Latism South Florida Chapter

Ernesto Sosa, President, Marketing and Social Media Strate-

gist at sowebinc.com, Director Latism South Florida Chapter

DATE(S):


Thursday, 11/10 at 3:30pm

DESCRIPTION:

YourLinkedInprofilecanbeapowerfultooltofinda

job, do business, grow your professional network, and

amplify your personal brand reach globally. Learning

howtocreateandoptimizeaneffectiveLinkedInprofile

isthekeytoripthebenefits.


• Howtousekeywordstooptimizeyourprofile

and be #1 in your niche and city

• HowtointegratevariousapplicationslikeSlide-

share, Amazon Reading list to enhance your

profile

• Howtojoinandfindgroupstoengageincon-

versations in your industry

• Howtoaskforrecommendationsfromclients

and peers

• Howtocontributeyourknowledgeforleads

• HowtointegrateyourTwitteraccountandpost

status updates

• 20TipstobecomingsuccessfulinLinkedIn

SEO 101

FACILITATORS: Eric Díaz, Proud Geek.basics

Efrain Nieves, Political Blogger of PalanteLatino.com

DATE(S):


Friday, 11/11 at 10:30am

DESCRIPTION:

Search Engine Optimization is the ever-evolving art of build-

ingyourwebsitesothatInternetuserscaneasilyfindyou.

The days of just using keywords to earn a high search engine

ranking are behind us. There is a wide array of best practices

you will want to learn about if you want to be found.


• WhyContentisKing

• TheimportanceofMetatags(Keywords,Titles,

Descriptions)

• HowdoSearchEnginealgorithmswork

• WebsiteSubmission

• FreeTools

SEO 102

FACILITATOR: Eric Díaz, Proud Geek.

DATE(S):


DESCRIPTION:

Join us for a practical workshop full of advanced SEO

tactics, tips and best practices you should aim to follow if

youwanttobeeasilyfoundonsearchenginestoday.Grow

your SEO knowledge with practical insights and examples to

get your website to the next level.


• BacklinksandLinkbuilding

• LearningfromGoogleAnalytics

• SEOforContentManagementSystems(CMS)such

as Wordpress and Blogger

• SEOforsocialmedia


TWITTER 101

FACILITATOR(S):

• AlejandraSuárez,AccountExecutiveatiNSPIRE!,Dallas

Chapter Director at LATISM

• ByrdieFranco,PRManageratHispanicCommunicators,

Dallas Chapter Co-Director at LATISM

• LauritaTellado,HealthBloggerofHoldinoutforahero.org

• LizAmaya-Fernández,Healtheducationspecialistat

Rutgers University Health Services, Blogger and Adjunct

Professor

DATE(S):




DESCRIPTION:

Listen. Share. Connect. These three words go far to describe

what you can do on Twitter, considering you have only 140

characters per tweet to accomplish this. Be warned, your

ability to communicate, consume news & distribute infor-

mation as well as connect with others will soar once you

take to the air and start tweeting!


• WhyTwitter?

• TwitterBenefits

• OpeninganAccount

• WhatisaHashtag,aRT,aFollower?

• TwitterPrinciples&Etiquette

• Getinvolvedwith#LATISM

TWITTER 102 –

TWEETFLOW MANAGEMENT

FACILITATOR(S):



DATE(S):



DESCRIPTION:

Learn to Tweet: CHECK! Follow and be Followed: CHECK!

Attend a Thursday night #LATISM Twitter Party: CHECK!

What’s next? As your follow lists and streams increase in size,

youwillwanttolearnhowtocontrolthisincreasingflow

of information. Otherwise, Twitter becomes overwhelming

andyoudon’tgetthefullbenefitofparticipatinginthe

Twitter-verse.


• YouwillbeintroducedtocreatingTwitterlists,both

manual and automatically generated.

• Youwillbeintroducedtosomepopularweband

appbasedTweet-flowaggregationtoolslike:

HootSuite and Tweet Deck.

• Wewillwalkyouthroughsomecommonfollow

and be followed strategies & best practices.


WORDPRESS 101

FACILITATOR(S):

• ByrdieFranco,PRManageratHispanicCommunica-

tors, Dallas Chapter Co-Director at LATISM

• HildaRamírez,PresidentatEquityPreservation,

Branding and Customer Loyalty Specialist

• AlbertoSaldamando,FreelanceTechnology/Gam-

ing/InternetBloggeratPiensaDigital

• BlancaStellaMejía,CreativeTechnologist,Social

Media Consultant & Bilingual Inspirational Blogger

of MiCaminar.com

DATE(S):




Friday, 11/11 at 3:30pm

DESCRIPTION:

How to get started on the best, most user-friendly CMS

(ContentManagementSystem)today.


• Pro’sandCon’sofSelfhostedwithWordpress.

org or free hosting on Wordpress.com

• Howtoputtogetheragoodblogpostthatis

pleasing to the eye of your readers

• HowtoinsertmediafromYouTube,Slideshare

and Flickr

• Whatarethebestpluginstogetstarted

• Howtobackupyourwebsite

• Socialsharingfeatures

TWITTER 102 –

TWEETFLOW MANAGEMENT

FACILITATOR(S):



DATE(S):



DESCRIPTION:

Learn to Tweet: CHECK! Follow and be Followed: CHECK!

Attend a Thursday night #LATISM Twitter Party: CHECK!

What’s next? As your follow lists and streams increase in size,

youwillwanttolearnhowtocontrolthisincreasingflow

of information. Otherwise, Twitter becomes overwhelming

andyoudon’tgetthefullbenefitofparticipatinginthe

Twitter-verse.


• YouwillbeintroducedtocreatingTwitterlists,both

manual and automatically generated.

• Youwillbeintroducedtosomepopularweband

appbasedTweet-flowaggregationtoolslike:

HootSuite and Tweet Deck.

• Wewillwalkyouthroughsomecommonfollow

and be followed strategies & best practices.


1- WHY TWITTER?

a. NEWS in REAL timeb. Search Engine with REAL TIME resultsc. Connections can happen (KevinBacontheory)d. “What is the point of Twitter?” The answer is yours to

decide.

2- TWITTER TALISMAN:

a. Usernameshouldmakesense(Whoareyou?Are you a business?)

b. AvatarshouldbeYOU(orifabusiness,anemploy-ee or company related picture)

c. Settings(public,ifyoudon’twanttobepublic,stickwith Facebook)

3- CONTENT CAULDRON

a. What is your purpose? Do you want to promote your business or yourself?

b. What is your voice? Who are you? Are you a thought leader?

c. What do you want out of it? Do you want to net-work? Create brand buzz? Learn?

d. 140characters(uselinkstoyourblog,abbreviatewisely) Create your OWN content

e. Professional(80%)andPersonal(20%)Showyourpersonality every now and then.

4- FAMILIAR FOLLOW:

a. Businesspeople/industry/influentialpeoplethatyou are interested in

b. Thought leaders in general and their followers people attract similar others with similar interests

5- PROJECTIVE PRINCIPLES

a. Tweet! 140 character, 136 is goal- leave room for theretweet(RT)

b. RTs things you like and as a favor BUT don’t JUST RT other’s content, provide your own

c. #HashTags(#FF,#LATISM)createbuzz,narrowdowntopics(searchtool)makepoints

d. Reply / converse to build a communitye. GIVEGIVEGIVEadvice,tips,etc.

6- ETERNAL ETIQUETTE

- Follow back – If they are not spam bots and tweet regularly and if you are new to start your commu-nity, Don’t follow back if they look like spam or you have NO interest in them at all

- Un-Following if they stop following you or clutter your feed and Don’t unfollow if they follow you and you have an interest in their tweets

- RTs(GoldenRule)- ProfileInfoshouldbeuptodateandREALhavefun

with it if you want but let people know who you are

SPELLBOUND BONUS:

To get another magical Twitter tip sheet:

- Follow @ByrdieFranco and @Latism_Dal- Tweet“GotmyTwitterMagicfrom@

Latism_Dal @byrdiefranco #Latism work-shop!”

- Abracadabra! A link to the doc. will be sent to you after the conference!

Twitter Magic 101


WORDPRESS 102

FACILITATOR(S):

Abraham Velazquez, Graphic Artist, Web Developer,

& Photographer

Salvador Mendoza, Software Developer and Social Media

Professional. LATISM-NY Co-Director

DATE(S):

Friday, 11/11 at 10:30am ;Friday, 11/11 at 3:30pm

DESCRIPTION:

WordPress Beyond the Basics

WHAT YOU WILL LEARN IN THIS WORKSHOP:• HowtoinstallWordPress• Howtoworkwiththemes,widgetsandplugins• Popularpluginsforpopularuses• IntegrationwithGoogleAnalytics• SpeedingupyourWordPressInstallationwithcachingplugins• SEOQuickTips• HowtohostmultipleblogswithWordPressmultisite

MONETIZE YOUR BLOG WITH THE LATISM | BLOGHER PUBLISHING NETWORK

FACILITATOR(S): Jenny Lauck, Director and

Yvonne Valtierra, Producer BlogHer Publishing

Network

Thursday, 11/10 at 10:30 am; and 3:30 pm

Friday, 11/11 at 10:30 am; and 3:30 pm

DESCRIPTION:

Yvonne and Jenny will present an brief overview of how LATISM and BlogHer are working to-gethertobringhighqualityadvertisingandpaidreview opportunities to Latino and Latina blog-gers through the LATISM | BlogHer Publishing Network. Want to know if this is the right oppor-tunityforyoursite?We’llansweranyquestions,demonstrate how our ads look and perform, and walk workshop attendees through the pro-cess of registering for the publishing network.


REACHING OUT FOR HEALTH THROUGH SOCIAL MEDIA | MEJORANDO LA SALUD A TRAVÉS DE LOS MEDIOS SOCIALES.

PANEL LEADER:

Javier von Westphalen – SVP, HMA Associates

SESSION DESCRIPTION: Social media has proven to be an effective channel to reach out to the general public on health issues. The Center for DiseaseControlandPrevention(CDC)SocialMarketingeffortsand Media campaigns are a good example of innovation for health in the public sector. Learn through the CDC en Español experience how Facebook and Twitter have helped them raise awareness on important health topics. Case studies: Health Superstars, Teen Pregnancy, STD awareness, End of Year Campaign.

Los medios sociales han demostrado ser un camino eficaz para llegar al público en general cuando de temas de salud se trata. El centro para el control y prevención de enferme-dades (CDC), los esfuerzos de mercadeo social y las campa-ñas en los medios de comunicación son un buen ejemplo de innovación en salud en el sector público. Aprende a través del CDC en español sobre cómo Facebook y Twitter los han ayudado aumentar la conciencia en relación a importantes temas de salud. Estudios de casos: superestrellas de la salud, el embarazo adolescente, conciencia sobre las enfermedades de transmisión sexual, campaña de fin de año.

PANELISTS:

• Laurita Tellado – Holding Out for a Hero, Latism Director Central FL Chapter• Alison Lemon – FDA, VP of Communications for FDA• Elizabeth Amaya Fernandez PhD – Rutgers University Public Health Professor• Lilliam Acosta Sanchez –MPH Director/Latino Outreach for March of Dimes

TARGET AUDIENCE: Schools,Universities,HealthOfficials,Government,Non-Profits.

Escuelas, universidades, funcionarios de salud, Gobierno, enti-dades sin ánimo de lucro.

WHAT WILL YOU LEARN?Learn how public and private health organizations can suc-cessfully integrate Social Media into their marketing mix to better communicate and reach out to the general public.

Aprenderás como las organizaciones públicas y privadas pueden integrar exitosamente las redes sociales en su mescla de estrategias de mercadeo para lograr una mayor comuni-cación y llegar al público en general.

WHEN TRADITIONAL MEDIA MEETS NEW MEDIA TO REACH LATINOS | CUANDO LOS MEDIOS DE COMUNICACIÓN TRADICIONALES SE UNEN A LOS NUEVOS MEDIOS PARA LLEGAR A LOS LATINOS.

PANEL LEADER:

KerriAllen/VPofUSHispanicStrategyatCohn&Wolfe(WPP)

SESSION DESCRIPTION: In today’s web-powered world, established traditional media brands are starting to leverage social technologies to engage consumers and build brand loyalty. While Internet platforms continue to evolve, new op-portunities unveil for smart brands that want to build strong relationships with their audiences. Join us for an interesting session that will explore where traditional and new media overlap, how big name broadcasters such as Telemundo, Uni-vision and Nielsen are using new media to drive engagement that builds ratings among their Latino audiences and where the future of media is headed.

En el mundo de hoy, alimentado por el internet, las marcas de medios de comunicación tradicionalmente establecidos es-tán comenzando a aprovechar las tecnologías sociales para atraer a los consumidores y crear lealtad de marca. Mientras que las plataformas de internet continúan evolucionando, nuevas oportunidades se develan para las marcas inteligen-tes que quieren construir fuertes relaciones con su audiencia. Acompáñenos en una interesante sesión que explorará el lugar donde los medios tradicionales y los nuevos coinciden, y de qué manera las grandes cadenas informativas como Telemundo, Univisión y Nielsen están usando los nuevos me-dios para crear un interés que aumenta la popularidad entre su audiencia latina y hacia donde se dirige el futuro de los medios de comunicación.

PANELISTS:

Jerry Rocha, Vice President Digital Media – The Nielsen Company

Tsi Tsi Ki Felix– Anchor at TeleMundo NBC

Monica Talan, Vice President of Corporate Communications -

Univision Communications, Inc

TARGET AUDIENCE: Marketers, Media Planners, Social Media Managers, Traditional and Interactive Agencies

WHAT WILL YOU LEARN?• Howtraditionalandnewmediaintegrate• Keyinsightsonthefutureofmedia• CasestudiesbyNielsen,TelemundoandUnivision

• Como los medios de comunicación tradicionales y nuevos se integran.

• Elementos Claves sobre el futuro de los medios de comunicación.

• Estudios de Caso por Nielsen, Telemundo y Univision.


PANEL DESCRIPTIONSBUSINESS 101 FOR CYBERPRENEURS LO BÁSICO EN NEGOCIOS PARA CIBER-EMPRENDEDORES

PANEL LEADER:

ArturoDuran/ExecutiveVP&ChiefDigitalOfficeratJournal

Register Company

SESSION DESCRIPTION: Whether you are building a new web business from scratch or improving an existing one, it is important to remember that on-line businesses are built on the same business rules that apply to brick-and-mortar businesses. Today’s cyberpreneurs need to learn and master a new set of key business topics and skills to make their dreams a long-term reality. Four lively speakers will share their knowledge, experiences and most common mistakes startups make while transforming their ideas into es-tablished businesses. This 90-minutes session will also include a Q&A(featuringthepeoplelistedbelow),andopportunitiestotalk with the speakers and other attendees. Special case study by Petplace.com.

Si usted está construyendo un Nuevo negocio en la Web o mejorando uno ya existente, es importante recordar que los negocios en línea están construidos bajo las mismas reglas que se aplican en las empresas de ladrillo y cemento. Los Constructores de empresas en internet de hoy necesitan aprender y manejar un nuevo conjunto de temas claves y habilidades para negocios para hacer sus sueños una reali-dad de largo tiempo. Cuatro expositores en vivo compartirán su conocimiento, experiencias y los errores más comunes cometidos en sus comienzos mientras transformaban sus ideas en negocios establecidos. Esta sesión de 90 minutos tam-bién incluirá un Q & A (con las personas indicadas abajo), y la oportunidad de hablar con expositores y otros asistentes. Estudio de caso por Petplace.com

PANELISTS:

Luis de la Hoz / Spanish Program Coordinator at the Intersect Fund

Ernesto Sosa / President at SOWEB & LATISM Director

Pedro Cabrera / Regional Manager VW South America

Diego Saenz / Founder Petplace.com

TARGET AUDIENCE: cyberpreneurs, bloggers, business owners, entrepreneurs, startups

WHAT WILL YOU LEARN? Adefinitiveguidefocusedonthekeybusinessbasicstosuc-cessfully launch and run a web-based business. From idea development to business launch and development, you will learn the key topics you need to address in order to set the rightfoundationsforasuccessful,profitablelong-termbusinessonline.

Una guía definitiva y centrada en las claves básicas de los ne-gocios para lanzar con éxito y mantener una empresa basada en la Web. Desde el desarrollo de la idea hasta el lanzamiento del negocio y su desarrollo, usted aprenderá los temas claves que necesitara direccionar con el fin de sentar las bases ad-ecuadas para un exitoso y rentable negocio en línea a largo plazo.

THE ROLE OF SOCIAL MEDIA IN EDUCATION | EL PAPEL DE LOS MEDIOS DE COMUNICACIÓN EN LA EDUCACIÓN.

PANEL LEADER:

AndrésEnriquez,ProgramOfficeratCarnegieCorporation

SESSION DESCRIPTION: Social media is becoming a pow-erful source of knowledge creation and sharing, best practices –based collaboration and innovation among educators and policy makers worldwide. Join an interesting session with top education leaders and learn how they are using social media toinfluenceeducatorsandpolicymakerstobuildthenextgeneration education system.

Las redes sociales se están convirtiendo en una fuerte fuente de creación e intercambio de conocimientos, las mejores prácticas –basadas en la colaboración e innovación entre educadores y los encargados de generar políticas en todo el mundo. Asista a una importante sesión con los mejores líderes en educación y aprenda como ellos están usando las redes sociales para influir en los educadores y en los encargados de construir las políticas para generar el próximo sistema de educación

PANELISTS:

Sara Brown – President at Excelencia for Education

Lily Eskelsen – VP at National Education Association

Robert Russell – Principal at Informal Learning Solutions

Andres Henriquez – Carnegie Corporation

Libby Julia – Editor at New Futuro

TARGET AUDIENCE:GeneralPublic

WHAT WILL YOU LEARN?• Howsocialmediaispoweringeducation• Thefutureofeducation• Casestudies

• Como las redes sociales están impulsando la educación.• El futuro de la educación.• Estudios de Caso.


THE NEW METRICS OF SOCIAL SUCCESS | LOS NUEVOS PARÁMETROS DEL ÉXITO SOCIAL

PANEL LEADER: HugoPerez-ZocaloGroupVP/AccountDirec-

tor Hispanic Marketing

SESSION DESCRIPTION: Effective online marketing program measurement must always include not only detailed insights and understanding on how a brand is performing online, but set an effective benchmark for measurement as well. Join an interest-ing, practical session that will focus on best practices for measur-ing engagement based on the importance of hispanic industry influencerstodriveconversationsandrecommendations,onlineandoffline.

Una medición efectiva del programa de marketing en línea siempre debe incluir no solamente un detallado entendimiento y comprensión de como una marca está funcionando en inter-net, sino que también establecer un punto de referencia efec-tivo para realizar la medición. Asista a una interesante sesión práctica que lo centrará en las mejores prácticas para medir el compromiso, basándose en la importancia de las personas influyentes de la industria hispana para dirigir conversaciones y realizar recomendaciones en línea y fuera de línea.

PANELISTS: Amber Naslund – VP Social Strategy at Radian6 Ryan Rasmussen – VP Insights & Analytics at Zocalo GroupChuck Hemann – VP of Digital Analytics at EdelmanTarget Audience: Marketers; brand leaders; PR teams

WHAT WILL YOU LEARN?Getinsightsonhowtocapturethepowerofwordofmouthmarketing by measuring the impact of campaigns and strate-gies.

Obtendrás elementos sobre cómo capturar el poder de la palabra en el Marketing por medio de medir el impacto de las campañas y de las estrategias.

SOCIAL NETWORKING FOR JOB SEARCH REDES SOCIALES PARA LA BÚSQUEDA DE EMPLEO.

PANEL LEADER: AmorMontesdeOca

Publisher at Arte y Vida Chicago

SESSION DESCRIPTION: Looking for a job? Want a career move? This panel is just for you! The dynamics of job search have dramatically changed since Social Media reinvented the selection process in today’s organizations. Did you know thatover80%ofrecruiterssearch,profileandengagepotentialcandidates in social networks today? And, have you the right online presence to promote a professional successful image and improve your chances of getting hired? Learn directly from the experts how to leverage the power of social for job search.

¿Buscando trabajo? ¿Quieres cambiar de empleo? Este panel es justo para ti! Las dinámicas de una búsqueda de trabajo han cambiado considerablemente desde que las redes sociales reinventaron el proceso de selección en las organizaciones de hoy en día. ¿Sabías que más del 80% de las búsquedas de los reclutadores hoy en día, perfilan y atraen potenciales candida-tos en las redes sociales? Y, ¿tiene usted la adecuada presencia en línea para promover una imagen profesional exitosa y mejo-rar sus posibilidades de ser contratado? Aprenda directamente de los expertos como aprovechar el poder de las redes sociales para la búsqueda de empleo.

PANELISTS: Rudy Martinez – CEO at iHispano Rod Colon – Career Coach & Speaker

Murray Mann – Principal at Global Diversity Solutions Group

TARGET AUDIENCE: General Public

WHAT WILL YOU LEARN?• Whatrecruiterslookforwhensearchingforjobcandi-

dates• Thedosanddon’tsinsocialprofilemanagement• Thesecretpowerofsocialnetworkingforjobsearch

• Que observan los reclutadores cuando están en búsqueda de candidatos para trabajos.

• Que hacer y qué no hacer en el manejo del perfil social.

• El poder secreto de las redes sociales para buscar empleo.

SOCIAL GOOD GOES MOBILE EL BIEN SOCIAL SE VUELVE MÓVIL

PANEL LEADER: JeanManuelJimenez–CreativeDirector/

Founder Latin Blah and LATISM Director

SESSION DESCRIPTION: Latinos are very mobile by nature and are always on the go. Recent studies show mobile market-ing is becoming an important medium for reaching the dynamic Hispanic population. But mobile can also be used for social good initiatives, based on the fact that Latinos are more loyal to brands that support a good cause. Learn from leading organiza-tions how they are leveraging mobile for social good campaigns and are successfully making a difference.

Los latinos son móviles por naturaleza. Estudios recientes muestran como el mercadeo móvil se está convirtiendo en un importante medio para llegar a la dinámica población hispana. Pero el mercadeo móvil puede ser usado también para iniciativas de bien social, basándose en el hecho de que los latinos son más leales a las marcas que apoyan una buena causa. Aprenda de las organizaciones líderes como ellos han aprovechado el mercadeo móvil para realizar campañas con fines sociales y son exitosas haciendo la diferencia.


PANELISTS: Susan Can – Director of Corporate Equity at Johnson & JohnsonNatasha Pongonis – Social Media Director at DK Web ConsultingMartha Carlos – Senior Manager of Marketing and Communications at Red Cross

Greater Chicago

TARGET AUDIENCE: Marketers, PR Managers, Social Media Managers, Business Strategists

WHAT WILL YOU LEARN?• Howtodevelopasocialgoodmobilestrategy• Lessonlearnedfromthetrenches• Bestpracticestoimplementsuccessfulmobilecam-

paigns

• Como desarrollar una estrategia móvil para un bien social.

• Las lecciones aprendidas por los profesores.• Las mejores prácticas para implementar exitosas cam-

pañas de mercadeo móvil.

MULTICULTURAL SOCIAL MEDIA CAM-PAIGNS THAT ROCKED | CAMPAÑAS MULTICUL-TURALES DE MEDIOS SOCIALES QUE IMPACTARON.

PANEL LEADER: Rafael Rodriguez – LATISM Director Session Description: You’ve seen them now it’s time to under-stand them. Join a 1on1 session to discuss road-tested multi-cultural social media campaigns case studies that moved the needle. How were they designed? How did they evolve? How were they measured? And ultimately, what made them stand out? A clear look into approaches that worked and the mistakes you must avoid.

Usted los ha visto y ahora es el momento para entenderlos. Únase a una sesión de mesa redonda para discutir estudios de caso de campañas de medios sociales multiculturales actual-mente probadas que son relevantes. ¿Cómo fueron diseñados? ¿Cómo evolucionaron? Y finalmente ¿qué hiso que se desta-carán? Una Mirada clara a los métodos que funcionaron y los errores que debe evitar.

PANELISTS: Jocelyn Jara – Senior Manager Multicultural at Gollin Harris Loida Rosario – Senior VP at Edelman Multicultural PracticeSandy Mayer – VP/Director of Digital Services at Conill

Alejandra Suarez - Assistant Account Executive of iNSPIRE

TARGET AUDIENCE: Marketers, PR Managers, Social Media Managers, Business Strategists

WHAT WILL YOU LEARN?• Howtocreateamulticulturalsocialmediacampaign• DosandDon’tstosuccessfullylaunchandmaintain

your campaign • CasestudiesbyToyota“Somosmuchos”campaign

and others

• Cómo crear una Campaña Multicultural en las redes sociales.

• Que hacer y que evitar para lanzar exitosamente y mantener su campaña.

• Estudios de Caso por Toyota, campaña “Somos muchos” y otros.

THE RICHES ARE IN THE NICHES LAS RIQUEZAS ESTÁN EN LOS NICHOS.

PANEL LEADER: Yolanda “Yoly” Mason / Top Latina Blogger at Cuponeando Live

SESSION DESCRIPTION: The booming Latino Blogosphere has opened a wide array of opportunities for marketers to con-nectandinfluenceconsumerbuyingdecisionsthroughonlineinfluencers,butbrandsarehavingahardtimetryingtoidentifytherightlatinobloggersandinfluencersfortheirwebcam-paigns.Thissessionaimsto:1)explainhowbrandscanfindandconnect with the best Latino Niche Bloggers, 2) share effective tactics to develop and claim your niche as a Latino blogger, and 3) deconstruct common misconceptions about the Latino blogger.

La resonante Blogosfera Latina ha abierto un amplio abanico de oportunidades, para que los vendedores se conecten e influyan en las decisiones de compra de los consumidores a través de personas influyentes en internet, pero las marcas están teniendo dificultades tratando de identificar el adecuado Blogger Latino y el promotor para sus campañas web. Esta sesión está encaminada a: 1) Explicar cómo las marcas pueden encontrar y conectarse con los mejores nichos latinos de Blog-gers, 2) Compartir tácticas efectivas para desarrollar y ordenar su nicho como un Blogger latino, 3) desmontar ideas erróneas sobre Bloggers latinos.

PANELISTS: Migdalia Rivera / Spokesperson for Go Red for Women (AHA) and Blogger at ‘Latina on a Mission’ Mercedes Sanchez / Editor and Founder of BeChicmag.comMaura Hernandez / Blogger/Founder at The Other Side of the TortillaAngelica Perez, PhD – Publisher & CEO of NewLatina.Net

TARGET AUDIENCE: Bloggers, Marketers, Social Media Managers,

WHAT WILL YOU LEARN?• Provenmethodstofindandconnectwithprofessional

Latino Bloggers• TacticstodevelopyournicheasaLatinoBlogger• TheLatinoBloggerdefined

• Métodos probados para encontrar y conectarse con Bloggers Latinos profesionales.

• Tácticas para desarrollar tu sitio como un Blogger La-tino.

• El Blogger Latino Definido.


WINNING THE FUTURE: EDUCATION TOWNHALL | GANANDO EL FUTURO: AYUNTAMIENTO EN PRO DE LA EDUCACIÓN.PRESENTEDBYMCDONLADS

SESSION DESCRIPTION: Do you want to participate and start making a difference towards a better education system? This is your chance to add your two cents. Join Juan Sepulveda, Executive Director of the White House Initiative on Educational ExcellenceforHispanicsforauniquecrowdsourcingsessiontohelpfindsolutionsthataddressthekeyissuesaffectingeduca-tion today.

¿Quieres participar y comenzar a hacer una diferencia hacia un mejor sistema educativo? Esta es tu oportunidad de colocar tu granito de arena. Acompaña a Juan Sepulveda, Director Ejecutivo de la Iniciativa de Casa Blanca para la excelencia educativa de los hispanos en una única sesión de grupo de auto-gestión para ayudar a encontrar soluciones que direcci-onen los temas claves que afectan la educación hoy en día.

PANELISTS:Juan Sepulveda - Executive Director of the White House Initiative on Educational Excellence for HispanicsJose Rico - Deputy Director, White House Initiative on Educational Excellence for

Hispanic Americans

TARGET AUDIENCE: Schools,Universities,Government,Non-Profits,Businesses

Escuelas, Universidades, Gobierno, Organizaciones sin ánimo de lucro, Empresas.

WHAT WILL YOU LEARN?Become part of the solution for today’s problems in education and help create the future of education.

Formarás parte de la solución para los problemas de la edu-

cación hoy en día y ayudarás a crear la educación del futuro.

CORPORATE DIVERSITY AND NEW MEDIADIVERSIDAD CORPORATIVA Y NUEVOS MEDIOS

PANEL LEADER: Giovanni Rodriguez – Latism Board Director Session Description: Diversity becomes a valuable resource for innovationthroughadiverseworkforcethatreflectstoday’smarketplace through consumer insights and “wisdom of the crowd” that can lead to creative ideas. People see problems and solutions from different perspectives. These perspectives areaccompaniedbytheheuristicsthatdefinehowindividualssearch for solutions. Our panel will bring top experts in Diversity and Inclusion to discuss the role of diversity and new media as a driving force for innovation.

La diversidad se convierte en un valioso recurso para la in-novación a través de una fuerza laboral diversa, que refleja el mercado actual mediante los comportamientos de los con-sumidores y la “sabiduría de la multitud”, lo que puede llevar a

ideas creativas. Las personas ven problemas y soluciones desde diferentes perspectivas. Estas perspectivas están acompañadas por la heurística que precisa cómo los individuos buscan solucio-nes. Nuestro Panel le traerá los mejores expertos en diversidad e inclusión para discutir el rol de la diversidad y nuevos medios, como una fuerza conductora de innovación.

PANELISTS: Johnson & Johnson / Arisa Cunningham, VP Global Diversity MDD GRP Johnson & Johnson Carolyn Brooks, Chief Diversity Officer at Office MaxAugustin Melendez, Chief Diversity Officer at Kodak

WHAT WILL YOU LEARN?Take a peek at the way companies view diversity and learn how to align new media through innovation.

Echa un vistazo a cómo las empresas ven la diversidad y apren-den cómo alinear los nuevos medios a través de la educación.

SOCIAL MEDIA DISRUPTION: FINDING YOUR VOICE | RUPTURA EN LOS MEDIOS SOCIALES: ENCONT-RANDO TU VOZ.

PANEL LEADER: Julio Ricardo Varela – Founder of Latino Rebels

SESSION DESCRIPTION: Why do we blog and how can I create more interest in my blog? Learn how the strategy of the “disruptive event” can take your blog to a level of activity you never thought would be possible. Using the case study of the BBC’sTOPGEARMexicansportscarsegment,youwilllearnhowyou too can become a blogger who can make a difference and challenge traditional media and content sharing. This is a bilingual presentation.

¿Por qué blogueamos? ¿Cómo puedo crear más interés en mi blog?, aprenda cómo la estrategia de los “eventos que generan ruptura” puede llevar tu blog a un nivel de actividad que nunca pensaste posible. Por medio de un estudio de caso de carros de-portivos mexicanos de la BBC’s TOP GEAR aprenderás a conver-tirte en un Blogger, que puede hacer la diferencia y desafiar los medios de comunicación tradicionales y compartir contenidos, esta es una presentación bilingüe.

PANELISTS: Catherine Connors – Author, Writer and Blogger at BabbleLisa Stone – Co-Founder and CEO at BlogHer

Carrie Ferguson Weir – Co-Founder and Blogger at Tiki Tiki Blog

TARGET AUDIENCE: bloggers, journalists, marketers, writers, social activists.Bloggers, Periodistas, Vendedores, Escritores, Activistas Sociales.

WHAT WILL YOU LEARN?Gaintheconfidenceandpowertousethepowerofblogging,writing and social media networks to become an effective and dynamic blogger that will not only make a difference, but get results.


Ganar confianza y conocimientos que te permitan usar el poder del blogueo, la escritura y las redes sociales para convertirte en un Blogger eficaz y dinámico, que no solo hará la diferencia, sino que además consiga resultados.

THE FUTURE OF LEARNING: TRANSMEDIA IN EDUCATION | : EL FUTURO DEL APRENDIZAJE: ESTRATEGIA TRANSMEDIA EN LA EDUCACIÓN

SESSION DESCRIPTION: Latino youth are over indexing in the use of technology and media. This can either be condemned or perhaps it can be maximized as an opportunity to bring learning right where their interests are. Recent emphasis on the impor-tance of expanded learning opportunities, as well as research evidencing children’s deep and constant involvement with new media have prompted producers, educators, policymakers, developers and parents to consider new ways of bridging the perceived gap between media and education.

This panel will explore scalable models of how the creative media industries can help incite educational change by leveraging their personalization power, persuasive tools, wide reach, and bril-liance at engaging young people’s attention while driving their aspirations.

La juventud latina se está sobre indexando en el uso de la tecnología y de los medios de comunicación. Esto puede ser condenado o tal vez maximizado como una oportunidad para colocar el aprendizaje justo en donde se centra el interés de los jóvenes. El énfasis reciente sobre la importancia de expandir las oportunidades de aprendizaje, así como también la inves-tigación que muestra que los niños se involucran profunda y constantemente con nuevos medios de comunicación han llevado a los productores, políticos, educadores, generadores de políticas, desarrolladores y padres de familia a considerar nuevas formas de llenar el vacío que se percibe entre los medios y la educación.

En este panel se explorará los modelos a escala de cómo la industria de los medios creativos puede ayudar a incitar el cam-bio educativo, mediante el aprovechamiento de su poder de personalización, herramientas de persuasión, amplio alcance y atrayendo la atención de la gente joven, mientras se cumplen sus aspiraciones.

PANELISTS: Jose Luis Rodriguez – President at HITNJennifer Rodriguez – Content Manager at PBS KidsErica Branch-Ridley – Assistant Vice President, Platform Innovations at Sesame

Workshop

TARGET AUDIENCE:GeneralPublic,Educators,ParentingBloggers

WHAT WILL YOU LEARN?• Howtousetechnologyandmediaforeducationof

Latino youth• Waystobridgetheperceivedgapbetweenmediaand

education• Showcaseofexamples

• Cómo usar la tecnología y los medios de comuni-cación para la educación de la juventud Latina.

• Formas de reducir la brecha que se percibe entre los medios y la educación.

• Muestra de ejemplos.

SPANGLISH: FROM LA CALLE TO MADISON AVENUE | SPANGLISH: DE LA CALLE A LA AVENIDA MADISON.

PANEL LEADER: Juan Alanis – Blogger, Writer at

Juanofwords.com

SESSION DESCRIPTION: Diversity becomes a valuable re-sourceforinnovationthatreflectstoday’smarketplacethroughconsumer insights and “wisdom of the crowd” that can lead to creative ideas. Language is a big component of commu-nication.ForyearsithasbeenthedefiningfactorforHispanicMarketing. As second and third generation Latin@s increase inpopulation,wehavetofindmorecreativewaystospeaktothe hearts of the entire familia. This panel will explore language fromthemarketers’(brands)andrecipients’(bloggers)pointof view to understand how it is evolving, while showcasing best examples. La diversidad se convierte en un valioso recurso para la innovación, que refleja el mercado actual a través de los comportamientos de los clientes y “la sabiduría de la multitud”, lo que puede llevar a ideas creativas. El lenguaje es un gran componente de la comunicación. Durante años este ha sido un factor determinante para el mercado hispano. A medida que la segunda y tercera generación de Latin@s se incrementa en población, tenemos que encontrar formas más creativas de hablar a los corazones de toda la familia. Este panel explorará el lenguaje de los vendedores (las marcas) y el de los puntos de vista de los receptores (Bloggers), para entender como esto está evo-lucionando mientras los mejores ejemplos son exhibidos.

PANELISTS: Ana Flores – Co-Founder and Blogger at Spanglish Baby

Pamela Diaz – at General MillsJuan Alanis – Blogger, Writer at Juanofwords.com

Manuel Delgado - is CEO of Agua

TARGET AUDIENCE: GeneralPublic

WHAT WILL YOU LEARN?• Abetterunderstandingoftheimportanceandchal-

lenges of language to reach Latin@s• Differentapproachestocommunicatewithsecond

and third generation Latin@s• Tipsandexamplestoimprovemarketingcommunica-

tions

• Una mejor comprensión de la importancia y desafíos del lenguaje para llegar a los Latin@s.

• Diferentes apuntes para comunicarse con la segunda y tercera generación de Latin@s.

• Concejos y ejemplos para mejorar las comunicaciones de mercadeo.


BLOG TRAFFIC SECRETS FROM THE PROSLOS SECRETOS DEL TRÁFICO DE BLOGS DE UN PROFESIONAL.

PANEL LEADER: Denisse Icaza – Founder, Editor and Blogger

at Ahorros para Mama

SESSION DESCRIPTION: Knowing how to build strong qualitytraffictogetabloginfrontofitstargetaudienceisakey factor that ultimately determines the success of an online presence. Learn from some of the most popular bloggers in the Latino Blogosphere creative strategies and tactics to leverage socialmediaforblogtrafficsuccess.

Conocer cómo generar tráfico de buena calidad para colocar un blog a los ojos de tu público objetivo como un factor clave que determina en última instancia el éxito de la presencia en línea. Aprenda de algunos de los más populares Bloggers en la estrategia creativa de la blogosfera latina y tácticas para aprovechar las redes sociales a fin de lograr un tráfico exitoso en tu blog.

PANELISTS: Manny Santos / Director of the Hispanic Division for MultiVu

Romina Laura Tybitts / Founder and Blogger at MamaXXI

TARGET AUDIENCE: Bloggers, Social Media Managers, Online Community Managers

WHAT WILL YOU LEARN?• Tacticstoleveragesocialmediaforblogtraffic• Creativestrategiesthatdriveactions

• Tácticas de las redes sociales para mejorar el tráfico en los blog.

• Estrategias creativas que impulsan las acciones.

SOCIAL MEDIA INITIATIVES BRING “BUENA SUERTE” | LAS INICIATIVAS EN LAS REDES SOCIALES TRAEN “BUENA SUERTE”

PANEL LEADER: JoeKutchera/Authorof“LatinoLink:Build-

ing brands online with Hispanic communities and content”, lead-

ing speaker and special advisor on how to reach Hispanics and

Latin Americans online.

PANELISTS: Oscar Castro / Director-General Manager at Sears en Español Megan Dawson / Manager of Integrated Multicultural Marketing Communica-tions at Allstate

Ted Rubin / Chief Social Marketing Officer at Collective Bias

SESSION DESCRIPTION:Learn from four seasoned Hispanic marketing veterans how to launch a social media initiative for Hispanics and integrate it into your 360 marketing plan. Case studies from Sears Latino, Allstate, and other leading organizations.

Aprende de cuatro experimentados veteranos del mercadeo hispano cómo lanzar una iniciativa en los medios sociales para hispanos e integrarlo a tu plan de marketing 360. Estudios de caso de Latino Sears, Allstate y otras organizaciones impor-tantes.

TARGET AUDIENCE: marketers, ad agencies, media com-panies

WHAT WILL THE AUDIENCE LEARN?The step-by-step process on how to analyze, research, segment, test, and launch a social media campaign for Hispanics online. A copy of the presentation will be made available for attendees after the presentation.

El proceso paso a paso sobre cómo analizar, investigar, seg-mentar, probar y lanzar una campaña online de medios sociales para los hispanos. Una copia de la presentación estará disponible para los asistentes después de la presentación.

CREATING A WIN-WIN BRAND/BLOGGER RELATIONSHIP | CREANDO UNA RELACIÓN GANAR-GANAR ENTRE LA MARCA/BLOGGER

PANEL LEADER: PaulRand–PresidentandCEOatZocalo

Group

SESSION DESCRIPTION: Social Media has changed the buying process as we know it. Celebrity endorsements are not as effective as they used to be and brands know it. Bloggers arethenewtrustedinfluencersintown.Accordingtorecentstudies bloggers are perceived by consumers as trusted advisors in key stages of the buying process opening great opportunities for brands and marketers. Learn from top experts how to build and manage the relationship between brands and bloggers to make it a win-win for both parties, achieve your business goals based on effective collaboration, master the new rules of engagement,andlearntonegotiatemutuallybeneficialservicecontracts.

Los medios sociales han cambiado el proceso de compra como lo conocemos. El apoyo de las celebridades no es tan efectivo como solía ser y las marcas lo saben. Los Bloggers son la nueva influencia confiable en el pueblo. De acuerdo con recientes estudios, los Bloggers son percibidos como asesores de confianza en etapas claves del proceso de compra, abriendo grandes oportunidades para las marcas y los vendedores. Aprende de los expertos cómo construir y manejar las relaciones entre las marcas y los Bloggers, a fin de consolidar un vínculo ganar-ganar entre ambas partes, mejorando los objetivos de tu negocio, basándolos en la colaboración efectiva, gestionando nuevas reglas de compromisos y aprendiendo cómo negociar contratos de beneficios mutuos.

PANELISTS: Stephanie Smirnov – President at DeVriesBarbara Jones – Founder and CEO at One2One Network

Danielle Wiley – Principal at Sway Group


TARGET AUDIENCE: Bloggers, Social Media Managers, Online Community Managers.Bloggers, Gerentes de Medios Sociales, Gestores de Comuni-dades en línea.

WHAT WILL YOU LEARN?- How to make the best win-win strategy and make it last- Howtosortoutqualityvs.talk/talk/talk- How to set realistic expectations

- Cómo realizar la mejor estrategia ganar-ganar- Cómo disponer de calidad vs. hablar/hablar/hablar- Cómo establecer expectativas realistas

YOUR CYBER EMPIRE: BUILDING YOUR BRAND WITH SOCIAL MEDIA | TU IMPERIO CIBERNÉTICO: CONSTRUYENDO TU MARCA A TRAVÉS ME-DIOS SOCIALES.

PANEL LEADER: Monique Frausto - Blogger

DESCRIPTION: Social media is opening opportunities that were unimaginable 5 years ago. These amazing leaders will share their experiences. What they have learned in their journey and how you can also build your own empire

Los medios sociales están generando oportunidades que eran inimaginables hace 5 años. Estos increíbles lideres compartirán sus experiencias. Lo que han aprendido en sus viajes y cómo puedes construir también tu propio imperio.

PANELISTAS: Monica Vila / Co-Founder and Chief Technologist at ‘The Online Mom’Alli Worthington / Founder at BlissfullyDJeannette Kaplun / CEO at Todo Bebe

TARGET AUDIENCE:Bloggers, Social Media Managers, Online Community Managers, Marketers, PR Managers.

Bloggers, gerentes de medios sociales, gestores de comuni-dades en línea, vendedores, gerentes de relaciones públicas.

WHAT WILL YOU LEARN?- Make a reality check, where are you now, where you

want to go- Explore plan vs. luck- Strategies to build your brand- Measure results and report them without showing off!

- Hacer una evaluación de nuestra realidad, dónde estamos ahora, dónde queremos llegar

- Explorar plan vs. suerte- Estrategias para construir su marca- ¡Medir los resultados e informarlos sin alardear!

THE SOCIAL MEDIA MOVEMENT FOR CIVIC ENGAGEMENT | EL MOVIMIENTO DE LOS MEDIOS SOCIALES POR UN COMPROMISO CIVIL.

PANEL LEADER: Eduardo“Eddy”Morales–DeputyDirectorat

Voto Latino

SESSION DESCRIPTION: Social media can help build awareness in a better and faster way than ever. Learn how these experts have engaged their communities around a cause and how they have been able to translate online conversations to concrete actions.

Los medios sociales pueden ayudar a construir conciencia de una manera mejor y más rápida. Aprende cómo estos expertos han involucrado a sus comunidades en relación a una causa y cómo ellos han sido capaces de traducir conversaciones en línea en acciones concretas.

PANELISTS: David Castillo / Director of Social Media at NCLR Viviana Hurtado / Political Blogger and Editor at WiseLatinaClubPamela Morejon de Glesne / Online Managing Director at Voto Latino

Juan M. Proaño - President, Plus Three

TARGET AUDIENCE:SocialActivists.(Activistas Sociales)

WHAT WILL YOU LEARN?- Case studies- How to make clear calls to action- Engage the hearts to move the needdle

- Estudios de caso- Cómo realizar llamadas claras a la acción- Comprometer corazones para generar cambios

PLUGGING OUR YOUTH INTO NEW MEDIACONECTAR NUESTRA JUVENTUD CON NUEVOS MEDIOS.

PANEL LEADER: AdrianaGallardo–DirectorofYouthMediaat Radio Arte

SESSION DESCRIPTION: TheMash(theteeneditionoftheChicagoTribune)andGoza-mos(aLatinoartsandcultureonlinemagazine)havepartneredwithVocalo(thesisterstationforChicagoPublicRadio)onanew community-driven initiative with partner organizations. Each month,TheMashandGozamosrecordradioshowsforVocalothat are aimed primarily toward a young audience. We’ll talk about how we’re using traditional media and new media part-nerships to educate and prop up our youth to help create an engaged generation and expose Latino youth to opportunities to get involved with media. We’ll include multimedia examples of what makes our partnership work and how the partnership has helped grow all three brands.

PANELISTS: Abraham Velázquez Tello - founder of GozamosBrian Cockman, MPA – LATISM – Charlotte Director, Principal at Rooster Communications

Silvia Rivera, Managing Director at Vocalo


TARGET AUDIENCE: Bloggers, Social Media Managers, Online Community Managers.Bloggers, Directores de Medios Sociales, Gestores de Comuni-dades en Línea.

WHAT WILL YOU LEARN? We’ll talk about the success of our programs, how the partner-ship functions, and how we’re teaming together to empower Latino youth to take an active role in creating a voice in the media and giving them an opportunity to be the next genera-tion of media leaders. Takeaways will include tips on how to follow our blueprint to give Latino youth a chance to become the movers and shakers of tomorrow by giving them a voice in the media today.

Hablaremos del éxito de nuestros programas, como opera la asociación y cómo nos unimos para proporcionar empodera-miento a la juventud latina, para tomar un rol activo en la creación de una voz en los medios, dándoles la oportunidad de ser la próxima generación de líderes en medios. Además, incluiremos consejos sobre cómo seguir nuestros “planos” para dar a la juventud latina una oportunidad de convertirse en ac-tores del mañana, ofreciéndoles una voz en los medios de hoy.

EMPOWERMENT THROUGH SOCIAL ME-DIA: CLOSING THE LATINO DIGITAL DIVIDE EMPODERAMIENTO A TRAVÉS DE LOS MEDIOS SOCIALES: CERRANDO LA BRECHA DIGITAL DE LOS LATINOS.

SESSION DESCRIPTION: Let’s have a conversation about the Latino digital divide and its effect on American innovation and economic longevity. The discussion will focus on how the community can be empowered to close the gap, ways you can participate in the innovation process and fully leverage digital opportunities in the new economy.

Vamos a discutir sobre la brecha digital de los Latinos y sus efectos sobre la innovación americana y la longevidad económica. La discusión se centrará en cómo el empodera-miento de la comunidad puede cerrar ese vacío, las maneras en que puedes participar en el proceso de innovación y apr-ovechar las oportunidades digitales en la nueva economía.

PANELISTS: Xina Eiland. President at The Eiland GroupJason Llorenz - Executive Director for HTTP

TARGET AUDIENCE: GeneralPublic

WHAT WILL YOU LEARN?• SocialMediacommunityempowermenttechniques• Tipsonhowtoapproachandparticipateinaninnova-

tion process• Casestudies

• Técnicas para el empoderamiento de la población en los Medios Sociales.

• Concejos de cómo acercarse y participar en un pro-ceso de innovación.

• Estudios de caso.

SOCIAL MEDIA FOR SOCIAL CHANGE MEDIOS SOCIALES PARA UN CAMBIO SOCIAL

PANEL LEADER: Cheryl Aguilar – President at Aguilar Commu-

nications and Latism Director

SESSION DESCRIPTION: From civic engagement, to maternal-child health outcomes, social media is a tool for change across the globe. Join this inspiring session with Maria Teresa Kumar from Voto Latino, Deldelp Medina from One Heart Worldwide,andHeidiHernandezGattyfromTidestolearnhowthree very different organizations utilize social media tools to cre-ate impact, tell stories and change the world.

Desde la participación ciudadana, hasta los resultados de la salud materno-infantil, los medio sociales han sido una herra-mienta para el cambio en todo el mundo. Asiste a esta inspi-radora sesión con Maria Teresa Kumar de Voto Latino, Deldelp Medina de One Heart Worldwide y Heidi Hernandez Gatty de Tides, para aprender cómo tres organizaciones muy diferen-tes utilizan las herramientas de los medios sociales para crear impacto, contar historias y cambiar el mundo.

PANELISTS: Maria Marroquin – Co-Founder at DreamActivist.com Antonio “Tony” Hernandez – Founder of Immigrant Archive ProjectReyna Wences – Co-Founder of Immigrant Youth Justice LeagueMaria Teresa Kumar –Executive Director at Voto Latino

TARGET AUDIENCE:Non-Profits,SocialNetworkCommunityLeaders,HealthCareProfessionals,Government,CommunityActivists, Politicians, Corporate Responsibility Teams

Organizaciones sin ánimo de lucro, Líderes de Comunidades de Redes Sociales, Profesionales de la Salud , Gobierno, Activistas Comunitarios, Políticos, Equipos de Responsabilidad Corpora-tiva.

WHAT WILL YOU LEARN? The audience will come away with new impact stories about social media in the world-wide Latino community, including tac-tical lessons on how to experiment and measure for success.

El público se irá con nuevas historias impactantes acerca de los medios sociales en la comunidad latina en todo el mundo, incluyendo lecciones tácticas de cómo experimentar y medir el éxito.


LEADERSHIP SKILLS FOR A HISPANIC AMERICA | HABILIDADES DE LIDERAZGO PARA UNA AMÉRICA HISPANA.

SESSION DESCRIPTION: LAn effective leader has the ability to get a group of diverse and talented people to work together towards a common goal. Although this sounds easy in principle, inspiring individuals to workcollaborativelycanbequiteachallenge.Thisworkshopexplores practical ways of leading a tribe and how social media can help drive more collaboration.

Un líder efectivo tiene la capacidad de conformar un grupo de diversidad y talento para trabajar juntos hacia un objetivo común. Aunque en principio suena fácil, inspirar a otros para trabajar de forma colaborativa puede ser un poco difícil. Este taller explora las maneras prácticas de liderar una tribu y cómo pueden ayudar los medios sociales.

PANELISTS: Julian Alcazar, Hispanic Heritage Foundation

Jessica Barajas, Hispanic Heritage Foundation

TARGET AUDIENCE: Community Leaders, Business Owners, Líderes Comunitarios, Dueños de Empresas.

WHAT WILL YOU LEARN?• Effectively communicate with and positively influence

others• Challenge the status quo and get people out of their

comfort zones• Build trusting and positive relationships with others• Influence growth and change in the organization

• Comunicación efectiva e influencia positive en otros• Retar el status quo y sacar a las personas de sus áreas

de confort• Crear relaciones positivas y de confianza con otros• Influenciar el crecimiento y el cambio en la orga-

nización

USING GOOGLE+, LINKEDIN, FACEBOOK, TWITTER FOR COMMUNITY BUILDING (CASE STUDIES)USANDO GOOGLE+, LINKEDIN, FACEBOOK, TWITTER PARA LA CONSTRUCCIÓN DE LA COMUNIDAD (ESTUDIOS DE CASOS)

PANEL LEADER: JulieDiazAsper,FounderandCEOatGigCoin.

com

SESSION DESCRIPTION: The title says it all. This session will explorethroughcasestudieseffectivetechniquestobuildanOnlineCommunityleveragingthepowerofGoogle+,LinkedIn,Facebook and Twitter. Attendees will get tips and strategies directly from the Pros.

El titulo lo dice todo. Esta sesión explorará, a través de estudios de caso, técnicas efectivas para construir una comunidad en línea aprovechando el poder de Google+, LinkedIn, Face-book y Twitter. Los asistentes obtendrán concejos y estrategias directamente de los profesionales.

PANELISTS: Eliana Murillo – Global Sales People Operations at GoogleJyl Johnson Pattee - Founder of Mom it ForwardRob Halper – Director of Video Communication at Johnson & Johnson

TARGET AUDIENCE: Community Managers, Social Media Managers, Marketers

WHAT WILL YOU LEARN?• OnlinebuildingtechniquesusingGoogle+,LinkedIn,

Facebook and Twitter• Casestudies

• Técnicas de construcción online usando Google +, LinkedIn, Facebook y Twitter

• Estudios de Caso.

PANEL DESCRIPTIONS


Jeannette KaplunTodobebe

An award-winning journalist and internationally recognized parenting expert, Jeannette Kaplun has over 17 years of experience on TV, radio, online media and as a published author. Born in El Paso, Texas, and raised in Chile, Jeannette is truly bilingual and bicultural. Currently she is one of the hosts of the Spanish-language network TV show ¡Viva la Familia! de Todobebé, which airs on Univision. She is also the author of “Todobebé: Todo lo que necesitas saber para el primer año de tu bebé” (Rayo, 2006).

Stephanie SmirnovDeVries Public Relations

Ten-year DeVries Public Relations veteran Stephanie Smirnov oversees the agency’s Strategic and Creative Services team, which includes strategic planning and social media programming. She has over two decades of consumer public relations experience, including leadership roles both on the agency and client sides of the business. Stephanie speaks regularly about effective brand-blogger relationships, women entrepreneurship and cause marketing and has appeared at conferences such as Mom 2.0, BlissDom, TypeA Mom, EVO, BlogHer and the Cause Marketing Forum. She is also an avid writer and chronicles the ups and downs of bi-cultural marriage at her personal blog LikeTheVodka.com. You can connect with her there, on Twitter or at Google+.

Rob HalperJohnson & Johnson

Rob Halper is currently Director of Video Communication at Johnson & Johnson, where he has worked for over 16 years. He works on a wide variety of projedts in conjunction with the in-house video studio and manages the Johnson & Johnson health channel on you tube. http://www.youtube.com/JNJhealth The channel was officially launched in August 2008, and to date, has registered over 4.5 million views and more than 4700 subscribers.

Prior to Johnson & Johnson, Rob worked for 12 years in various positions at CBS and WCBS-TV in New York City, including directing local newscasts and working as an Assistant Director for the CBS News Morning Show. He graduated with a BA in Communication Studies from Oberlin College.

Joe RayEstudio Ray

Joe is a creative director, designer, artist, writer and speaker as well as the lead guy at of Estudio Ray, a branding agency in Phoenix. For over 25 years, Joe has spearheaded the development of many successful and award winning projects and integrated campaigns. These have included campaign development for the General market as well as for the Hispanic marketplace, branding, name identity, and packaging design.

SPEAKERS

Natasha Pongonis, DK Web Consulting

NATASHA PONGONIS is the Social Media Director and co-owner of Social Media Spanish, a service of DK Web Consulting. She joined the firm in early 2009 and has been a major contributor to successful marketing campaigns since then.

Natasha is a social media and business communications expert with extensive international marketing experience. She has developed key content to engage diverse Hispanic audiences through her understanding of communication between cultures, traditions, and regional variations of Spanish.

Jenny Lauck

Launched her first blog in 2004, and never looked back. She is currently the Director of the BlogHer Publishing Network (http://www.blogherads.com) and heads up the community side of BlogHer’s popular BlogHer Reviewers programs. Jenny has been a featured speaker on the ins and outs of mom-myblogging, body image and monetization through ad networks as well as working with private sponsors. She has presented panels at several BlogHer conferences, as well as at the 2011 Reviewer’s Retreat and BlogHer Handmade and The Creative Connection. She has blogged professionally for BlogHer and ClubMom, and has been featured in The LA Times, Life Magazine, San Francisco Magazine and several regional parenting publications. Jenny’s posts have been published in the anthology Sleep is for the Weak. Jenny’s personal blog, Three Kid Circus (http://www.threekidcircus.com), is the go-to spot for other parents who want to feel superior about their parenting. Jenny is @mizzjenny on Twitter.


Julio Ricardo VarelaLatino Rebels

Julio Ricardo Varela (@julito77 on Twitter) is one of the country’s leading thought leaders on social media in the US Latino market (as per Klout). A graduate of Harvard, Varela has over 20 years of experience in the areas of educational publishing (former VP of Reading and ELL/Bilingual for Houghton Mifflin Harcourt), journalism (former reporter for The Boston Globe), and social media marketing (clients include FernandoVarela.com, with over 30K fans on Facebook). Recently, Julio founded an open source social media agency called Latino Rebels, where he works with 20 of the country’s Latino social media influences to produce content and deliver targeted campaigns for companies. The Rebels TV show, SEAMOS SOCIALES, will be premiering on Mundo Hispano TV in November, and will be seen on open frequency and cable systems in Los Angeles and New York City as well as on MHTV’s global streaming site. He has been one of LATISM’s early prophets and supporters, and is also co-curator for #LATINOLIT (with fellow Rebelde Charlie Vázquez). His personal blog, JulioRVarela.com, has generated major interest in Puerto Rico for its insights on Puerto Rican politics and also showcases FRANKY BENÍTEZ, his novel will will be published in January, 2012. A native of Puerto Rico and a former resident of The Bronx, Varela now calls Boston home with his family, and he suffers every day with the Red Sox, Arsenal, and the Knicks.

Chuck HemannEdelman Digital

Chuck Hemann is currently the Vice President of Digital Analytics for Edelman Digital. Over the last seven years, Chuck has provided strategic counsel to clients on a variety of topics including digital analytics, measurement, online reputation, social media, investor relations and crisis communications. Prior to joining Edelman Digital, he was VP of Digital Strategy and Analytics for Ogilvy Public Relations. Before joining Ogilvy, he was the Director of Social Analytics for WCG, a global media services company based in San Francisco.

He is a former Fellow of the Society for New Communications Research, a global, nonprofit research and education foundation think tank focused on the latest developments in media and communications. He’s also the co- organizer of the Social Media Business Summit Track at BlogWorld Expo and a frequent speaker on the topics of influence, measurement and digital analytics.

He holds a Bachelor’s Degree in Political Science from Baldwin- Wallace College and a Master’s in Applied Politics from the University of Akron. He is also a former board member of the National Investor Relations Institute, and active within Social Media Club and the Social Media Breakfast series.

Ana FloresBloguera “Spanglish Baby”

Ana Lilian Flores is truly a child of two worlds. Born in Houston to parents from El Salvador; she grew up in El Salvador until she headed back to the U.S. to attend college. She made her career as a television and entertainment producer and content creator, with a specialty in the U.S. Hispanic industry, both in the U.S. and in México.

After becoming a mom, Ana Lilian co-founded SpanglishBaby, the online community for parents raising bilingual and bicultural kids, which was recently chosen as a Must Read Mom’s Blog by Parenting Magazine. SpanglishBaby’s success and her acute sense of market trends and content curation kick-started Ana Lilian’s professional reinvention as a blogger, published writer and social media strategist working with brands eager to connect with influencers in the Latina blogosphere.

Amongst her most recent accomplishments is the honor of being featured on the cover of Hispanic Business Magazine’s 2010 Special Media Report for the article titled: “The New Face of Social Media.” Ana Lilian was also one of the mom bloggers invited to be part of the founding writers ofTodobebe’s Blogs de Mamás.

From her space in Los Angeles, Ana Lilian is constantly creating alliances with bloggers because she believes in this community, its powerful united voice and its budget-yielding force. Latina Bloggers Connect is where it all converges.

Ali WorthingtonBlissfully Domestic

Alli Worthington’s goal is to help empower women’s lives in every sphere: career, heart, family, home, and community. In 2008 she founded Blissfully Domestic magazine, one of the most trusted women’s destinations online.

Alli found her passion when she discovered the joy of hosting events.

She is the co-founder of the wildly successful BlissDom Conference and its sister event BlissDom Canada. BlissDom is the first International Women’s Social Media conference; it strives to give the right brands the ability to connect with influencers in a welcoming environment. The Blissdom Conference environment fosters relationships and communication. She describes it as a loving business conference. What? It really is.

She is a dynamic business consultant and strategist who specializes in developing social media strategy, vetting promotional campaigns and advising best practices for effective blogger outreach. Fortune 500 companies, small business owners and individual bloggers work with Alli to develop a vision, brand identity, and social media strategy. She serves on Intel’s Social Media advisory board. She often gives unsolicited marketing advice when she finds poorly executed pitches in her inbox.

You can find Alli blogging about all things domestic at Alli’s Bliss, about life as a mom of five at Babble Voices: This is Alli, and about technology at MomCrunch. Check out her Lifelist to really get to know her. Alli, her husband, five boys, and a rescued dog named Mollie live outside Nashville, TN.

SPEAKERS


Andrés HenríquezCarnegie Corporation

Andrés Henríquez is a program officer in the National Program of Carnegie Corporation of New York, where he leads the Corporation’s work on standards and assessments as well as the work in adolescent literacy. Prior to joining the Corporation, Henríquez served as the Assistant Director at the Center for Children and Technology (CCT) at the New York offices of the Education Development Center, Inc. He has also worked as a program officer at the National Science Foundation (NSF) in Washington, as a senior research analyst at MTV Networks, a researcher at Sesame Workshop and taught for five years at a public elementary school in East Harlem. He received his undergraduate degree in psychology from Hamilton College and a M.Ed. from Teachers College, Columbia University.

Julian AlcazarLatinos on Fast Track Institute (LOFT)

Julian Alcazar interned with the White House Initiative on Educational Excellence for Hispanics, where he was instrumental in analyzing graduation and retention rates for the Latino population and disseminating the Initiative’s work through on-line network outlets. He generated ideas on how to better serve the community by increasing access to higher education and closing the achievement gap in the Latino community by extensive data collection for the K-12 and post secondary education system in addition to providing input on current education issues, reading and analyzing recent education proposals and writing detailed recommendations in the form of office memorandums. Julian organized a social media strategy for the first White House Hispanic Policy Conference, to effectively promote the conference and the conversations that were taking place. He helped coordinate the White House Initiative on Education Excellence signing ceremony at The White House, and most recently joined the Office of Innovation and Improvement, the “entrepreneurial arm” of the U.S. Department of Education which oversees competitive grants for enhancing education.

Barbara JonesOne2One Network

Barbara Jones is the Founder/CEO of one of the leading women’s word of mouth marketing company, One2One Network. Her company specializes in marketing, PR and social media campaigns utilizing her network socially-connected women and moms to help promote products and services within their social circles both online and offline. Barbara also is the Co-Founder/CEO of BlissDom Events which produces BlissDom and BlissDom Canada, which are women’s blogging and social media conferences in the U.S. and in Canada, respectively. Blissful Media Group, the newest venture with her business partners, creates and distributes digital content (e.g., sponsored webisodes BlissTV), business manages sites (e.g, BlissfullyDomestic.com) and blogging talent.

Prior to founding these social media companies, Barbara spent 20 years in marketing, sales and distribution in the music industry creating successful campaigns for a widevariety of artist and soundtrack projects. Her prior positions included SVP of Marketing for both Warner Bros. Records and Columbia Records, respectively.

Danielle WileySway Group

The creation of Sway Group was a dream of Danielle’s for nearly two years. Her experience in the agency world and her relationships within the blogosphere give her the ideal combination of context and savvy required for the creation of groundbreaking social media campaigns. Most recently, Danielle was SVP, Director of Strategy at Edelman Digital in Chicago. In this role, she oversaw the client work and IP in the categories of community management, trend watching, insights, monitoring and influencer outreach. She touched the campaigns and day-to-day social strategy of a variety of large brands including Johnson & Johnson, Quaker, Bush’s Beans, SC Johnson, Kraft Foods, Con Agra, True Value and Kimberly Clark. With a background encompassing copywriting, information architecture and social media strategy, Danielle’s experience is both varied and deep.

Laura (“Laurita”) TelladoBloguera

Laura (“Laurita”) Tellado has been a blogger since August 2009. She authors two blogs, Holdin’ Out for a Hero (to promote awareness of Spina Bifida) and Espresso con Leche (a bilingual blog about Latino culture) and is a staunch advocate for the Spina Bifida community and for health initiatives. Laurita is also a proud member of the National Association of Hispanic Journalists, and currently serves on the board of the Spina Bifida Association of Central Florida. Follow her on Twitter: @Laurita86

Manny SantosMultiVu

Manny Santos is a three-time Emmy Award-winning bicultural & bilingual media professional with over fifteen years of experience in Television and Video Production, as well as Marketing, Advertising and Public Relations.

He currently is the Director of the Hispanic Division for MultiVu – The Broadcast and Multimedia arm of PRNewswire. His focus as he leads MultiVu Latino and its portfolio of media solutions is overseeing the development and execution of the production and distribution of multimedia content for TV, Radio, Print and Online audiences on behalf of MultiVu’s wide variety of clients.

Ranging from Fortune 500 corporations and non-profit organizations to Marketing & PR Agencies around the world, Mr. Santos provides creative strategic counsel and full client support to interactive marketing and PR initiatives – in both English and Spanish – that combine traditional and emerging communication tactics driving brand awareness and higher audience reach.

SPEAKERS


SPEAKERS

SPEAKERSSarita E. Brown Excelencia in Education

Sarita E. Brown is President of Excelencia in Education, a national not for profit organization working to accelerate Latino success in higher education by linking research, policy, and practice to serve Latino students. She has spent more than two decades at prominent national educational institutions and at the highest levels of government working to implement effective strategies to raise academic achievement and opportunity for low-income and minority students. She started her career at the University of Texas at Austin by building a national model promoting minority success in graduate education. Coming to the nation’s capitol in 1993 to work for educational associations, Ms. Brown was appointed Executive Director of the White House Initiative for Educational Excellence for Hispanic Americans under President Bill Clinton and U.S. Secretary of Education Richard Riley. Ms. Brown later applied her talents and experience to the not-for-profit sector and in 2004, co-founded Excelencia in Education.

Denisse Icaza Bloguera, “Ahorros para Mamá”

Denisse Icaza is a freelance writer, translator, social media consultant and mother of two with another baby on the way. Living in a home where Spanish is the main language spoken, she has a firsthand account of what it means to be a Spanish-speaking Latina living in the US. Born and raised in Guayaquil, Ecuador, Denisse is completely bilingual and holds a Bachelor’s degree in Business Administration and Management from Florida Atlantic University. She is the founder and editor of the blog Ahorros para Mama, a pioneer in its kind that offers Spanish-speaking moms new ways to save whithout sacrificing quality or their favorite brand names. The idea for Ahorros para Mamá was born in 2009 when she started to notice there was no information in Spanish about great products and savings for Latina moms in the US and she felt the need to fill that void. Denisse has been featured on TV shows and on various online publications for her blog and social media involvement.

She currently lives in South Florida with her husband and two young children, who are also being raised fully bilingual and biculturally.

Joe KutcheraAuthor of Latino Link

Joe Kutchera is the author of Latino Link: Building brands online with Hispanic communities and content and a leading digital marketing advisor and speaker on reaching multicultural, Hispanic, and Latin American audiences online.

Joe has been featured as a thought-leader onAdvertising Age, BBC Mundo, CNN en español,CNNExpansion, Fox News, and the Milwaukee Journal Sentinel.

During his nine-year tenure at Time Warner, Joe built the web properties for Warner Bros. Online, ThisOldHouse.com, CNNMoney, andCNNExpansion. During his last two years at the company, Joe started the digital ad sales team forGrupo Editorial Expansion in Mexico City (acquired by Time Inc. in 2005), launching the web sites for CNNExpansion, Quien, and Chilango.

Jerry Rocha The Nielson Company

Jerry Rocha is the Vice President of Digital Media Solutions for The Nielsen Company where he works with the large media companies on their digital assets. He is a recognized expert in the area of digital media products to the consumer. These include, online and mobile video, mobile applications as well as device usage and content consumption. Having spent many years in the mobile industry—including pivotal roles at major carriers and content provider where he was responsible for the launch of several consumer wireless entertainment applications. Mr. Rocha brings a unique mix of thought leadership that comes from being on several different sides of the media business. Prior to The Nielsen Company, Mr. Rocha helped launch mobile media business at Telephia, which was eventually acquired by Nielsen in 2007. He also led the launch several digital products at Cingular Wireless, IBM and smaller startups. Prior to his professional career Mr. Rocha served honorably in the US Navy Submarine Fleet and is a graduate of North Carolina State University, where he earned a BS in Environmental Sciences.

Martha Carlos, American Red Cross

Martha Carlos is the Senior Manager of Marketing and Communications at the American Red Cross of Greater Chicago. She is a national spokesperson for the American Red Cross and has traveled nationwide representing the organization in that capacity at disasters including Hurricane Katrina, the Minnesota Bridge Collapse and the Greensburg Kansas Tornado as well as locally in Chicago.

Martha trains members of the American Red Cross Advanced Public Affairs Team nationwide on topics including social media and disaster public affairs and has spoken on this topic to philanthropic, journalism and government groups, including FEMA.

Martha is an experienced communicator who has managed media relations and crisis communications for international corporations, hospitals and nonprofit agencies.

Carrie Ferguson Weir, Tiki Tiki Blog and Bilingual in the Boonies

Carrie Ferguson Weir spent nearly 20 years as a newspaper reporter — covering everything from fires to fashion. She now works as a freelance writer, editor and media consultant in Nashville, TN — a long way from her Cuban-American homeland of Miami. To stay connected to her gente, Carrie publishes two Latin culture blogs: Tiki Tiki Blog and Bilingual in the Boonies.


Romina Laura TibyttBloguera “Mama XXI”

Romina Laura Tibytt was born in Rosario, Argentina in January the 24th, 1981. Since her youth, she has been interested in arts and literature participating in several literature and writing courses. In 1994 she started her high school studies in the Nigelia Soria School, the main art institute in town, where she graduated in 1998 as a teacher in Argentinean folkloric dances and arts. At her eighteens, she began studying anthropology in the UNR (National University of Rosario) until 2001 when she traveled to the USA to get married and start her own family in New Jersey.

Living in a latino community in 2009, she decided to dedicate her time and knowledge in service of her pairs, creating the MamaXXI.com website written in spanish. With a great growing rate among readers, this blog style website has become in one of the most important Mommies blog in the country representing the Latina mom. Nowadays companies such as Levis, Nike, Johnson and Johnson among other, are interested in sponsoring the site because of its influential and strategic content

Jennifer RodriguezPBS Kids

As Content Manager for PBS KIDS Ready To Learn, Jennifer Rodriguez oversees content development for these award-winning websites: Curious George, Super Why!, and Dinosaur Train. She is also project lead in the development of math-focused transmedia content for kids ages 2-8. Current projects include PBS KIDS’ first augmented reality mobile app, its first SMART Table app, over thirty interactive whiteboard games, HTML5 games, and iOS content for tablet and phone. Her past projects include: PBS KIDS Island and PBS KIDS GO!’s The Great Word Quest – both online, literacy-focused experiences funded by the U.S. Department of Education’s Ready To Learn grant.

Before coming to PBS KIDS, Rodriguez worked at WGBH Interactive in Boston, supporting the development of these popular PBS websites: Masterpiece Theater, Antiques Roadshow, Fetch! with ruff ruffman, Curious George, Arthur, and Zoom. Rodriguez has also worked closely with low-income populations teaching English to refugee youth and civil and legal rights to Central American migrant farmworkers. She holds both a B.A. from Harvard University and an Ed.M. in Technology in Education from Harvard Graduate School of Education

Mike RoblesComedian, Actor & Television Producer

Emmy Award winning comedian, actor and television producer, Robles was voted “One of the top 10 Latino stand-up comedians in the country”, while the New York Daily News claims, “Not since Freddie Prinze’s reign has a Latino comic turned so many heads.”

Robles’ contribution to the Hispanic community and entertainment industry is not only impressive, but ground breaking. His career skyrocketed in the mid 1990♣s when he created and hosted his own one-hour comedy/variety show, Comedy Picante on Galavision, followed by the cult-cable access show Comedy Rhumba, which aired on Bronxnet cable television. Comedy Rhumba had the honor of being the recipient of two Cable Ace Award nominations for Best Local Programming for Comedy/Variety Show. The popularity of his television shows led to a monthly sold-out show Comedy Rhumba Live at Caroline’s Comedy Club in New York City, and then a national Que Locos tour sponsored by Galavision. However, Mike is probably best known as the star and creator of Galavision’s two flagship shows, Video Mix, and Que Locos, which he also served as Executive Producer.

Ernesto SosaSowebErnesto Sosa has devoted his professional career for almost two decades to helping startups, SMBs and large companies in LATAM and the US improve business and marketing performance through effective marketing, business development, public relations and business innovation programs, while bridging the gap between marketing, technology, information and innovation. He is president at SOWEB a leading marketing and interactive agency that helps businesses grow by connecting them with the new digital consumer.

Yolanda MasonBloguera, “Cuponeando”Mi nombre es Yolanda pero mis amigas me llaman Yoly y llevo viviendo en los Estados Unidos alrededor de 10 años. Siendo puertoriqueña siempre he estado en busca de gangas y de vivir en grande con un presupuesto pequeño. Comencé a bloguear en 2006 en una bitácora privada donde compartí con mis amigas mas cercanas sobre mi viaje de perder peso.

En el 2009 descubrí el arte de ahorrar dinero al parear cupones con las ventas semanales de supermercados y farmacias. Mi deseo de compartir con familiares y amigas estos grandes ahorros al igual que el temor de perder “mi español” me dieron el impulso para comenzar Cuponeando. Mi meta es el compartir y ayudar a otros a ahorrar dinero mientras disfrutamos este viaje.

Reyna WencesImmigrant Youth Justice League (IYJL)Reyna Wences is an undocumented immigrant and queer activist living in Chicago, IL. She is an active member and co-founder of the Immigrant Youth Justice League (IYJL), a Chicago-based grassroots organization led for and by undocumented youth.

Reyna has worked on campaigns to stop the deportation of undocumented youth, and organized civil disobedience actions to pressure Congress to pass legislation such as the DREAM Act. After the DREAM Act failed last December, Reyna returned to school at the University of Illinois at Chicago, where she is majoring in Gender and Women’s Studies. She continues to organize for immigrant rights at a local and national level.


SPEAKERSKerri AllenCohn & Wolfe (WPP)

Kerri Allen is Vice President of U.S. Hispanic Strategy at Cohn & Wolfe (WPP), a global communications agency dedicated to creating, building and energizing brands. Prior to joining Cohn & Wolfe, she worked for Revolución Hispanic Communications, where she launched the agency’s public relations practice. She oversaw new business development and management of key accounts including AOL Latino, Ace Hardware, Casio America and HBO. Kerri served as Chair of the Multicultural Communication Section of PRSA in 2009 and is currently Vice President of the Executive Board of the Hispanic Public Relations Association’s New York chapter. The industry has taken notice, naming her Produ’s “Mujer de la Semana” (“Woman of the Week”) in April 2010 and the HPRA-NY Member of the Month in October 2011.

Elizabeth Amaya-FernandezHealth Educator, Bloguera, Adjunct Professor

Elizabeth Amaya-Fernandez is a health education specialist at Rutgers University Health Services serving the New Brunswick and Piscataway campuses. Liz is responsible for alcohol and other drug education at the University as advisor to the ADAwGs, (Alcohol and Drug Awareness Generated by Students) a student peer health educator group, as well as other health-related student organizations. She also teaches undergraduate courses for the Bloustein School of Planning and Public Policy. As coordinator for the alternative spring break trip to Nicaragua, she travels with students from her International Public Health course to learn more about global health.

Liz believes in the power of social media and requires all students in her courses to utilize online resources and social networking sites. Prior to joining Rutgers University, Liz was the Director of Health Education at the National Latina Health Network (NLHN). There she provided capacity building and technical assistance to service providers working in Latin@ communities in the United States, in addition to being the national spokesperson for NLHN on Latina and youth health issues.

Maria Marroquin, Dream Activist

Maria Marroquin is a student activist and a founding member of DreamActivist.org, a multicultural, migrant youth-led, social media hub for the movement to pass the DREAM Act and pursue the enactment of other forms of legislation that aim to mend the broken immigration system. During the 2009-2010 campaign for the DREAM Act, DreamActivist.org served as the national website for the efforts.

As an undocumented youth who has been living in the United States for over eleven years, Maria lived in Philadelphia for the majority of her life and helped found an undocumented youth-led organization there, DreamActivist Pennsylvania. She has been featured in the Philadelphia Inquirer, the Philadelphia Daily News, Univision, CNN, and other national media outlets. Maria recently moved to Chicago to pursue her education. She is a student at Dominican University, where she is majoring in Political Science. After graduation, she hopes to continue her involvement in the fight for social justice, immigrant rights, and accessibility to education.

Javier von WestphalenHMA Associates

Javier von Westphalen is a marketing, business consultant, and coach, with passion for consumer insight, innovation, and creativity. He is Senior Vice President of Marketing Communications and Strategy for HMA Associates, a multicultural marketing firm that helps clients engage the Hispanic, African American, Asian, and Native American communities.

With more than 15 years of strategic and marketing, on the agency and client sides, Javier has extensive experience planning, developing, launching, and managing compelling advertising, PR, and social marketing campaigns for recognized brands.

Javier von WestphalenHMA Associates

Javier von Westphalen is a marketing, business consultant, and coach, with passion for consumer insight, innovation, and creativity. He is Senior Vice President of Marketing Communications and Strategy for HMA Associates, a multicultural marketing firm that helps clients engage the Hispanic, African American, Asian, and Native American communities.

With more than 15 years of strategic and marketing, on the agency and client sides, Javier has extensive experience planning, developing, launching, and managing compelling advertising, PR, and social marketing campaigns for recognized brands.

Alison LemonFDA’s Office of Women’s Health

Alison Lemon is a Public Health Educator with the FDA’s Office of Women’s Health. Her expertise is in designing low-literacy health education materials. Alison received her masters from the Johns Hopkins University Bloomberg School of Public Health in 2001. She also holds a BA in public relations and psychology from Syracuse University. Alison has previously worked as an adjunct professor at the George Washington University and as Project Director for a HRSA-funded postpartum depression study.


Lilliam Acosta-SanchezMarch of Dimes Pregnancy & Newborn Health Education Center

Lilliam Acosta-Sanchez is the Director of Latino Outreach at the March of Dimes Pregnancy & Newborn Health Education Center. She has over 13 years of experience managing and providing maternal and infant health information to Spanish speaking women and their families. She also serves as producer and content manager for the Spanish language Web site, nacersano.org, and manages all Spanish language social media outreach on the nacersano blog, nacersano Facebook fan page and @nacersano and @nacersanobaby. She hosts Twitter chats monthly on pregnancy and baby health, and speaks on social media, Hispanic Outreach and maternal and infant health. She has a Masters in Public Health from the Boston University School of Public Health and a Bachelors of Science from the University at Albany.

Rudy MartineziHispano.com

Rudy Martinez is the CEO of iHispano.com, which was launched in 2000 and has grown to become the nation’s leading professional networking site and job board for Latinos in the United States. iHispano also powers the career centers and official networking sites for twelve (12) of the leading Hispanic professional organizations, including, the National Society of Hispanic MBA’s (NSHMBA) the Association of Latino Professionals in Finance & Accounting (ALPFA), the National Association Hispanic Journalist, Hispanic Association Career Enhancement (HACE), and Adelante US Educational Leadership Fund. Due to the success of iHispano’s digital platform it is now part of the professional Hispanic recruitment solution for Monster’s Diversity & Inclusion product suite.

Arturo DuranThe Journal Register Company

Mr. Arturo Duran is the Chief Digital Officer ath The Journal Register Company, where he has been leading the implementation of their Digital First strategy that is changing the way Newspaper companies distribute their content through the new distribution channels. He was until last April 2010, Chief Executive Officer of ImpreMedia Digital, LLC. Previously, Mr. Duran was President of Interactive and Business Integration for Canwest Mediaworks, led the growth of online revenue of that organization to a record level and converted it into the largest Canadian News and Information Network with more than 50 sites. Much of the revenue growth came from the launch of a suite of online Classifieds that quickly grew to the largest in Canada (working.com, driving.ca, remembering.ca, renting.ca etc).

Tsi-tsi-ki FelixTelemundo

Tsi-tsi-ki Felix is on a roll. In January of 2007 she took the anchor chair at the news desk of Telemundo Chicago’s 5PM newscast. In November of the same year she won an Emmy for “Outstanding Achievement by a News Anchor.” Today she is the sole anchor of Telemundo Chicago’s 5P and 10P News. Tsi-tsi-ki is a much sought after emcee, a well-known and respected Chicago TV personality and celebrity, is fully bilingual, personable, approachable and well-respected.

Pedro Cabrera ScheiderVolkswagen Group Latin America

Pedro Cabrera Scheider is born in Germany and grows up in Caracas Venezuela. He studies at the European Business Program (EBP) in Germany and Spain. In 1992, after successfully completing his studies with majors in Marketing and Information Systems, he starts to work with Ford of Europe’s Customer Service Division in Cologne, where he works as Advertising Specialist, Field Delegate and moves into Management to coordinate service functions like Training, Warranty, Dealer Systems and Retail Processes in the Regional Office managing 15 European markets. He develops himself as key subject matter expert in Kaizen and Dealer Process Improvement (DPI) within the organization and ultimately leads the global project of implementing DPI around the world.

Luis De La HozIntersect Fund

Luis De La Hoz has a passion for small business. The Edison resident started out managing a medical center and several restaurants in his native Colombia. His marketing acumen led to increased sales, more employees and new locations. Success was sweet, but De La Hoz’s sights were set on America. In the early 2000s, De La Hoz moved to New Jersey to help family friends start a tax preparation and financial services firm called Mar Mar Enterprises.

The firm grew, and De La Hoz now manages its New Brunswick location. His office handled more than 1,400 returns last year, more than almost any other local firm.


SPEAKERS

Robert L. Russell, Ph.D.National Center for Interactive Learning

Robert L. Russell, Ph.D., has devoted his career to directing organizations and projects that bring science and health education to children, families, and the general public. He was Program Director, Informal Science Education at the National Science Foundation, director of children’s and science museums, and serves as education consultant to organizations such as the Hispanic College Fund, EarthSky/CieloTierra radio, ASPIRA Soundprint Media, the Pacific Science Center, and many others. Russell has developed a national Latino family science outreach project, Celebra la Ciencia and a Spanish-language science and health news service, PulsoGlobalNews (formerly ConCienciaNews). He currently serves as Senior Education Associate, National Center for Interactive Learning/Space Science Institute, and Director, Informal Learning Solutions, an informal education consulting business. In addition to consulting on a variety of museum and media projects, Russell’s current endeavors include publishing the weekly La PáginaFamiliar in El Pregonero and other newspapers and developing MiCiencia.org, a science and health careers support website for Latino students.

Jean Manuel JimenezMMS

Jean Manuel Jimenez is a senior executive at mobile messaging solutions and is based out of Miami, FL. A creative, self-motivated executive with eight years of experience in business development, media management and production, he is skilled at mass communications strategies with mobile marketing integration: At mms, Jean is responsible for sales and business development for the Hispanic market in North America and across Latin America. He works on clients such as Univision Interactive Media, helping them effectively integrate mobile solutions into major programs such as Sabado Gigante, Republica Deportiva and Arrasa con Todo Jean Manuel has proven experience in offline media, mobile marketing and the production ecosystem.

Hugo PérezZócalo Group

As Sr. Vice President/Group Account Director at Zócalo Group, Hugo serves as a lead social media/word of mouth strategist and client relationship manager, focusing on creating and executing groundbreaking programs. His

broad marketing and communications experience, coupled with his ability to develop innovative creative approaches anchored in deep strategy, enables Zócalo Group to effectively help clients reach their chosen consumer audiences.

Hugo’s extensive client-side experience and his unique points of view and creative skills are used to engage audiences of all types. His background includes work in private (Mars, Incorporated), public (NBC Network News), corporate (AstraZeneca Pharmaceuticals), nonprofit (American Heart Association) and various start-up environments. Throughout his career he has been tapped for his insights and experience with the Hispanic community and has weaved those efforts seamlessly into his general market approach. His background in social media marketing, integrated marketing communications, strategic business planning, B2B/B2C marketing and product branding is a great benefit to his clients.

Rod ColónExecutive Coach and Professional Speaker

Rod Colón has a unique perspective on what it takes to succeed in today’s global economy. Rod shares his 25 years of experience as a corporate HR management insider, outside agency recruiter, professional networker and career coach through an unusual yet common sense approach to networking and career management. His in-depth knowledge of international staffing, recruiting and networking gives Rod a unique ability to both coach and consult today’s professionals and executives around the world.

As an in-demand Executive Coach and Professional Speaker, Rod reveals his depth of his career management experience and shares the wisdom he has acquired over the years. He demonstrates the power of networking as a giving and sharing activity, and aggressively challenges professionals to be relentless in building their networking skills while managing their careers as a business – the CEO of ME, Inc.

Yvonne Valtierra

Is a producer for BlogHer Publishing Network (http://www.blogh-erads.com), where she specializes in BlogHer Reviewers programs and social media outreach. A mother of 3 children ranging from age 6-18, she loves photography, aerobic dance class, bean dip and her female endocrinologist. She has been writing about her life and struggles with her body image on her blog , JoyUnexpected.com since 2001. Yvonne’s writing has been featured on BlogHer.com, Curvy Girls Guide and many other online venues. Yvonne is the co-hostess of one of BlogHer’s most successful parties - CheeseburgHer, since it was founded. She’s worked with major brands including McDonalds, Coca-Cola and Nintendo. Yvonne’s writing has been featured in a book- Kirtsy Take a Bow and was once featured on the front page of the Wall Street Journal. Through writing about her body image issues on her blog, she has learned body acceptance and finally understands that life should be enjoyed to the fullest, no matter what size jeans you wear. Yvonne is one of the 2011 Top 50 Twitter Moms, and was voted #7 Funniest by the editors of Babble.


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