PowerPoint Presentation

American Latina MamAn exploration of todays Latina mom in the digital barrioPrimary SourcesExperian SimmonscomScorequantcastPew Hispanic CenterIconocultureHispanicize 2011 ConferenceProprietary research: Casanova PendrillProprietary research: Nestl and General MillsAre they or arent they online?A noisy and perplexing discoursePew Hispanic CenterLatinos 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.Fox News Latinosome 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.- Giovanni Rodriguez, the Chief Marketing Officer ofBroadvision and board member of Latinos in Social Media (Latism)Hispanicmarketinfo.comA 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. WiredLatinosThere are 46 million US Hispanics, 30 million of which are online- Mark Lopez, Head of Googles U.S. Hispanic Audience4great data but may be hard to see so make sure this builds from one bubble to the nextYes they are.More are coming.This is not going to be a media reach discussion.Three TakeawaysMindset not languageThink engagement not mass efficiencyThe Latino 1:1 approachThe Age of Critical MassPercent of Market* Population

CA44%NY21%Houston32%Miami45%Chicago19%Dallas/FW26%San Francisco22%* Synovate using 2010 Census projections not actualsThe average Hispanic lives in a neighborhood thats almost half HispanicTotal U.S. Hispanic Female Population(in millions)The persistent subject of language segmentationSpanish DominantBilingualEnglish DominantTimeline Metaphor

AmericanUnacculturated PoorBiculturalWorking ClassAcculturatedAverageLanguage in the digital worldToday the lack of Spanish-language content is frustrating to many moms

The dominant language in the digital space will likely/probably/maybe be English or some derivative such as SpanglishU.S. born growthSpanish transitions from a language of necessity to the social languageDigital landscape transitioning from text to videoMinority is a relative termActive rejection of Hispanic cultureHispanic awakeningRetro AcculturationLatinIdentitySpanishzoot-suitsEnterprisesMsGeneration70s80s90s00s10s6.414.69.012.516.3% ofTotalPop22.435.350.5HispPopWhen you dont consider yourself a minority, you dont act like oneThe American LatinoAmerican SpanishEmphasis on domestic U.S. import pop culture, rather that solely importing from Latin American popPan-HispanicEmphasis on retention and heightened awareness of objective cultural cuesImmigrant MentalityEthnicity MentalityMindset UnderstandingSelf-aware IdentityTimeline MetaphorIdentity in Transitionconnectivity, access, learning, personalization, empowermentconnectivity, empowerment, growth, access, belongingWhile acute peculiarities are discernable by level of acculturation A strong Latina motherhood mindset has emerged.

A mindset that has emerged as a cultural perspective.Spanish DominantBilingualEnglish DominantUnacculturated PoorBiculturalWorking ClassAcculturatedAverageThe Dora & Diego Mom Generation

The barrio figuratively and literally provided an extended support structure

Through the process of immigration the Latino family unit transforms from a Patriarch to Matriarch structure.

Latin America

United States

Im glad my mom/mother-in-law is not breathing down my neck.

I sure wish my mom/mother-in-law was here to tell me what to do.Doing it how its suppose to be retains my Latina identity.My role as mother predominantly shapes my Latina identity.GrandmaForeign BornMomForeign BornMomU.S. Born

The memories consumers create are narrative fragments intended to account for ones feelings and bodily sensations.

They are a new photo creating a new picture to explain a current experience under the disguise of simply retrieving a preexisting photo.

Jeffrey Prager, professor of sociology at UCLA and a faculty member at the Southern California Psychoanalytic Institute

AMERICANMAM

HYPER-TRADITIONALISMTHE PROMISE OF EMPOWERMENT

No one before her has gone through this experience.

Not her personally. Not her in a majority-minority identity.

The barrio support structure has broken down for her.AMERICANMAMThe Digital Barrio

Searching For AnswersThere is no

So, they search#1 Yahoo! Sites#4 Google Sites#7 Wikimedia Foundation Sites#8 Answers.com Sites#11 iVillage.com: The Womens NetworkShe starts

and she stumbles uponThe Rising Age of theLatina Mami BlogueraThe typical Mami Bloguera startI never intended to be a blogger. It just started with me wanting to share some pictures and stories with my familyWe are at the inception of the bloguera eraThe voice of someone just like me

Absence of the how do you not know judgment

Rather than fulfill a predestined role, she is empowered to draft a new oneWe are at the inception of the bloguera eraThe voice of someone just like meAbsence of the how do you not know judgmentRather than fulfill a predestined role, she is empowered to draft a new oneHispanic Moms 18-49comScoreWordPress #20quantcast#21 blogger#32 tumbler#34 hubpages#62 wikia#66 squidoo#80 ezinearticles#81 tripod#1 Cardinal Rule for approaching a Mami Bloguera:Never send an email that starts with Dear Mommy BloggerThe Human Network onFacebookFacebook: her digital barrio

Ill comment on Facebook

Case Study:General Mills Que Rica Vida

Case Study:Sprint Android Mobile APP

The home screen welcomes new visitors with a brief explanation and easy opportunity to sign up

Signing up is simple by entering the childs name and birth (or due) date and an optional photo

Their New Home page shows their child and an option to add five more children to track

Relevant child development content is delivered right to your new phone for your childs exact age

Case Study:Todo Beb

Three TakeawaysMindset not languageThink engagement not mass efficiencyThe Latino 1:1 approach