Welcome to

RISE WEEK 2012Welcome to my Barrio:

How to reach the Latino marketHosted by

Marion SanchezEstilo & Brisa Communications

WELC

OME TO M

Y BARRIO

:

HO

W T

O R

EA

CH

TH

E L

AT

I NO

PO

PU

L AT

I ON

OUTLIN

E• Introductions• An unorganized

potpourri of: • Facts• Personal stories• Experiences• Advise

• Source List

A FEW

DEMOGRAPH

ICS

Census 2010 Quick Facts: Austin Metro Area

• Hispanics in the Austin metro number 538,313, accounting for nearly 1/3 of the total metro population.

• The Hispanic population in the Austin metro increased by 64% over the past ten years, compared to 28% for the non-Hispanic population.

• Growth in the Hispanic population for the Austin metro accounted for 45% of the total growth tor the metro.

Census 2010 Quick Facts: Austin Metro Area

• Hispanics in the city of Austin number 277,707, accounting for more than 1/3 of the total population.

• The Hispanic population in the city of Austin increased by 39% over the past ten years, compared to 12% for the non-Hispanic population.

• Growth in the Hispanic population for the city of Austin accounted for 58% of the total growth for the city.

• Hispanic-owned companies are among the fastest-growing business segments in the nation, soaring to 2 million in 2004, up 82 percent from 1997.

• U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach over $1 trillion by 2010.

• Hispanic youth account for more than 34 percent of the U.S. Hispanic population.

• Hispanic youth have media consumption behaviors similar to U.S. youth in general, reading an average of 12 magazine issues per month and an average of 16.7 newspapers in the same general period

• More than 75 percent of all U.S. Hispanics either speak English exclusively or are bilingual.

• Only 24 percent of U.S. Hispanics have little or no command of the English language, according to the 2000 Census.

TERMIN

OLOGY

Latino: Coming from a Latin American country or from Latin-American origin living in the United State.

Hispanic: Peoples and cultures from Spain and Portugal.

Chicano: People of Mexican decent living in the United States.

Census: Self-identified.

TERMINOLOGY

LANGUAGE • Spanish

• English• Bilingual• Dialects• Local

variations

GROUPS• Isolated• Acculturated• Assimilated• Cultural

diffusion

FAMILY

VALU

ES

FAMILY VALUES

• Close-knit group• Most important social unit• Male and female roles• Moral Responsibility• Gathering• Authority• Language

ETIQUETT

E

ETIQUETTE

• Handshake

• Hugs and kisses

• Formal and informal language

• Titles

• Formal and informal settings

• Punctuality

• Personal space

• Relationships

RITUALS

AND R

ELIGIO

NS

RITUALS AND RELIGIONS

RITUALS• Patron Saint• Quinceaneras• Birthdays• Baptisms

RELIGIONS• Roman

Catholic• Christian• Evangelic• Jehovah's

Witness

CELEBRAT

IONS A

ND

HOLIDAY

S

CELEBRATIONS AND HOLIDAYS

• Kings Day (Reyes Magos)• Independence Day• Children’s Day• Guadalupe Virgin’s Day• Day of the Death• Carnival

TRADIT

IONAL M

EDIA

• TV• Radio• Newspaper• Billboards

NEW M

EDIA • Social Media• Blogs• E-

communities• Websites

• Social currency• Branding• Connectors• Talk value• Curating• Social space

ecology

• Relevance• Hyper-topic• Web 2.0 & 3.0• Adoption &

access• Grazing content• Scaleability

STRATEGIES

CONTENT

DEVELOPM

ENT

CONTENT DEVELOPMENT

• Find your voice

• Be transparent

• Tell the story

• Add drama• Theater and

actors

• Follow the dialog

• Get to the point

• Engage your audience

• From ME to WE

CONTENT DEVELOPMENT

• http://www.facebook.com/lifecoachaustin

• http://www.facebook.com/groups/HABLAAUSTIN/

• http://www.facebook.com/groups/hermanosdeeastaustin/

• http://latinometro.com/

• www.salsanewsaustin.com

• http://www.newstaco.com/

• http://www.descuentolibre.com/Austin

GREAT EXAMPLES

Q&A

THANK YOU

• www.facebook.com/EstiloPR• @EstiloPR• www.youtube.com/estilonews• www.EstiloPR.com• marion@estilopr.com• www.linkedin.com/in/

marionsanchez

SOURCE LIST

• Understanding Hispanic culture by Ann W. Clutter and Ruben D. Nieto

• Acculturation vs. Assimilation among us Hispanics by Felipe Korzenng, PhD

• Poder Enterprise Magazine (Nov 2008)

• Hispanic Market Info.com

• Latino Boom by Chiqui Cartagena

• Greater Austin Hispanic Chamber of Commerce web site

• Ohio State University: http://ohioline.osu.edu/hyg-fact/5000/5237.html

RISE Specialty Membership Groups In addition to our global online memberships, RISE supports specialty membership

groups by coordinating meetings and speaker events, creating opportunities for members to connect and share ideas throughout the year. These help entrepreneurs capitalize on opportunities and combat those common feelings of isolation that accompany life at the top!

The four RISE Specialty Groups that are currently active in Austin include:

RISE: WomenRISE: Social Entrepreneurs

RISE: L/G EntrepreneursRISE: Multi-Cultural Entrepreneurs

For more information on membership and the specialty groups, please contact Interim Executive Director Claire England at claire@riseglobal.org.

COMMUNITY SUPPORT

Did you enjoy this session?

Please support your local entrepreneurs and help us to keep this conference free.

RISE Global is a non-profit organization, and your contributions help us continue delivering the value of a high-dollar conference with an unbeatable price tag.

Please donate at www.riseglobal.org/donate

Be sure to check out our other sessions and special eventsduring RISE Week 2012 at www.riseglobal.org/austin!

The mission of RISE is to inspire and empower entrepreneurs at all stages.