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2011 05-i moms-masterclassc-latinamamas

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2011 05-i moms-masterclassc-latinamamas

  1. 1. American Latina Mamá<br />An exploration of today’s Latina mom in the digital barrio<br />
  2. 2. Primary Sources<br />Experian Simmons<br />comScore<br />quantcast<br />Pew Hispanic Center<br />Iconoculture<br />Hispanicize 2011 Conference<br />Proprietary research: Casanova Pendrill<br />Proprietary research: Nestlé and General Mills<br />
  3. 3. Are they or aren’t they online?<br />
  4. 4. A noisy and perplexing discourse<br />A recent study from Pew Internet and American Life Project found that 18% of online Hispanics use Twitter. In contrast, only 5% of online whites use Twitter. This seems quite counterintuitive. Another counterintuitive fact, women use Twitter more than men. <br />Latinos are less likely than whites to access the internet, have a home broadband connection or own a cell phone, according to survey findings from the Pew Hispanic Center, a project of the Pew Research Center. Latinos lag behind blacks in home broadband access but have similar rates of internet and cell phone use.<br />Hispanicmarketinfo.com<br />Pew Hispanic Center<br />“…some organizations commission studies where its in their best interest for results to say that Latinos are online. But even when it comes to nonpartisan "fact tank," the Pew Research Center, there have been confusing reports.<br /> - Giovanni Rodriguez, the Chief Marketing Officer of<br />Broadvisionand board member of Latinos in Social Media (Latism)<br />“There are 46 million US Hispanics, 30 million of which are online”<br /> - Mark Lopez, Head of Google’s U.S. Hispanic Audience<br />WiredLatinos<br />Fox News Latino<br />
  5. 5. Yes they are.<br />More are coming.<br />This is not going to be a media reach discussion.<br />
  6. 6. Three Takeaways<br />Mindset not language<br />Think engagement not mass efficiency<br />The Latino 1:1 approach<br />
  7. 7. The Age of Critical Mass<br />Percent of Market* Population<br />CA 44%<br />NY 21%<br />Houston 32%<br />Miami 45%<br />Chicago 19%<br />Dallas/FW 26%<br />San Francisco 22%<br />Total U.S. Hispanic Female Population<br />(in millions)<br />The average Hispanic lives in a neighborhood that’s almost half Hispanic<br />* Synovateusing 2010 Census projections not actuals<br />
  8. 8. The persistent subject of language segmentation<br />Timeline Metaphor<br />American<br />Spanish Dominant<br />English Dominant<br />Bilingual<br />Unacculturated Poor<br />Bicultural<br />Working Class<br />Acculturated<br />Average<br />
  9. 9. Language in the digital world<br />Today the lack of Spanish-language content is frustrating to many moms<br />The dominant language in the digital space will likely/probably/maybe be English or some derivative such as Spanglish<br />U.S. born growth<br />Spanish transitions from a language of necessity to the social language<br />Digital landscape transitioning from text to video<br />
  10. 10. Minority is a relative term<br />50.5<br />Hisp<br />Pop<br />35.3<br />22.4<br />14.6<br />% of<br />Total<br />Pop<br />6.4<br />9.0<br />12.5<br />16.3<br />70s<br />80s<br />90s<br />00s<br />10s<br />“Spanish”<br />zoot-suits<br />Ñ<br />Enterprises<br />Más<br />Generation<br />Active rejection of Hispanic culture<br />Hispanic awakening<br />Retro <br />Acculturation<br />Latin<br />Identity<br />
  11. 11. When you don’t consider yourself a minority, you don’t act like one<br />The American Latino<br />Immigrant Mentality<br />Ethnicity Mentality<br /><ul><li>American Spanish
  12. 12. Emphasis on domestic U.S. import pop culture, rather that solely importing from Latin American pop
  13. 13. Pan-Hispanic
  14. 14. Emphasis on retention and heightened awareness of objective cultural cues</li></ul>Mindset Understanding<br />Timeline Metaphor<br />Self-aware Identity<br />Identity in Transition<br />
  15. 15. Spanish Dominant<br />English Dominant<br />Bilingual<br />Unacculturated Poor<br />Bicultural<br />Working Class<br />Acculturated<br />Average<br />connectivity, <br />access, <br />learning, <br />personalization, <br />empowerment<br />connectivity, <br />empowerment, <br />growth, <br />access, <br />belonging<br />While acute peculiarities are discernable by level of acculturation –<br />A strong Latina motherhood mindset has emerged.<br />A mindset that has emerged as a cultural perspective.<br />
  16. 16. The Dora & Diego Mom Generation<br />
  17. 17. The barrio figuratively and literally provided an extended support structure<br />
  18. 18. Latin America<br />United States<br />Through the process of immigration the Latino family unit transforms from a Patriarch to Matriarch structure.<br />
  19. 19. I’m glad my mom/mother-in-law is not breathing down my neck.<br />I sure wish my mom/mother-in-law was here to tell me what to do.<br />
  20. 20. Grandma<br />Mom<br />Mom<br />Foreign Born<br />Foreign Born<br />U.S. Born<br />Doing it “how it’s suppose to be” retains my Latina identity.<br />My role as mother predominantly shapes my Latina identity.<br />
  21. 21. “The memories consumers create are narrative fragments intended to account for one’s feelings and bodily sensations.”<br /> ”They are a new “photo” creating a new picture to explain a current experience under the disguise of simply retrieving a preexisting photo.”<br />Jeffrey Prager, professor of sociology at UCLA and a faculty member at the Southern California Psychoanalytic Institute<br />
  23. 23. AMERICAN<br />MAMÁ<br />No one before her has gone through this experience.<br />Not her personally. <br />Not her in a majority-minority identity.<br />The barrio support structure has broken down for her.<br />
  24. 24. The Digital Barrio<br />
  25. 25.
  26. 26. Searching For Answers<br />
  27. 27. There is no <br />So, they search<br />#1 Yahoo! Sites<br />#4 Google Sites<br />#7 Wikimedia Foundation Sites<br />#8 Answers.com Sites<br />#11 iVillage.com: The Women’s Network<br />
  28. 28. She starts…<br />…and she stumbles upon<br />
  29. 29. The Rising Age of the<br />Latina MamiBloguera<br />
  30. 30. The typical MamiBloguera start<br />“I never intended to be a blogger. <br />It just started with me wanting to share some pictures and stories with my family”<br />
  31. 31. We are at the inception of the bloguera era<br />The voice of “someone just like me”<br />Absence of the “how do you not know” judgment<br />Rather than fulfill a predestined role, she is empowered to draft a new one<br />
  32. 32. We are at the inception of the bloguera era<br />The voice of “someone just like me”<br />Absence of the “how do you not know” judgment<br />Rather than fulfill a predestined role, <br />she is empowered to draft a new one<br />
  33. 33. Hispanic Moms 18-49<br />comScore<br />WordPress #20<br />quantcast<br />#21 blogger<br />#32 tumbler<br />#34 hubpages<br />#62 wikia<br />#66 squidoo<br />#80 ezinearticles<br />#81 tripod<br />
  34. 34. #1 Cardinal Rule for approaching a MamiBloguera:<br />Never send an email that starts with “Dear Mommy Blogger”<br />
  35. 35. The Human Network on<br />Facebook<br />
  36. 36. Facebook: her digital barrio<br />
  37. 37. “I’ll comment on Facebook”<br />
  38. 38. Case Study:<br />General Mills Que Rica Vida<br />
  39. 39.
  40. 40.
  41. 41. Case Study:<br />Sprint Android Mobile APP<br />
  42. 42. The home screen welcomes new visitors with a brief explanation and easy opportunity to sign up<br />Signing up is simple by entering the child’s name and birth (or due) date and an optional photo<br />Their New Home page shows their child and an option to add five more children to track<br />Relevant child development content is delivered right to your new phone for your child’s exact age<br />
  43. 43.
  44. 44. Case Study:<br />TodoBebé<br />
  45. 45.
  46. 46. Three Takeaways<br />Mindset not language<br />Think engagement not mass efficiency<br />The Latino 1:1 approach<br />