Posted by Elena del Valle on August 7, 2009
The New Influencers book cover
Photos: Quill Driver Books
Paul Gillin makes his living advising marketing consultants and senior executives on social media. He believes one of the most remarkable aspects of the new media landscape is the emergence of people and media that influence others within “communities that have no rules, no governing structures, no standards and no hierarchy.” Toward that goal he wrote The New Influencers A Marketer’s Guide to the New Social Media (Quill Driver Books, $16.95).
Out of what should be chaos, he says, an informal structure is developing. Often those who command attention and lead the way online are individuals of authority in their own fields offline. He discusses Enthusiasts, a group of people who blog to express their opinions and share information. Although their motivations are difficult to pinpoint he believes they can be valuable to businesses and organizations as a sort of “global online focus group that works for free.”
He also refers to Influentials (from The Influentials, a book by Ed Keller and Jon Berry) who some believe play a major role in the decision making of the general market. According to the book authors, 10 percent of Americans influence the purchasing decisions of the remaining 90 percent of Americans. Gillin goes on to argue that many enthusiast bloggers see their role as one of commentary rather than original reporting. His advice: Businesses, such as Wal-Mart, which he refers to in an example, would be better served by addressing mainstream media for large focus issues and bloggers for personal issues.
The 236-page paperback book, published earlier this year, is divided into 11 chapters: The Origins of Social Media; From Chaos, Structure; Enthusiasts; Measures of Influence; Corporate Conversations; Small Is Beautiful; Putting “Public” Back Into Public Relations; The Talkers; Tools of the Trade; Going Viral; and Next Steps. He closes with two appendices: The Numbers and Leveraging Technology.
Author Paul Gillin
Prior to writing the book and offering his services as a social media consultant Gillin covered computer industry issues as a journalist for fifteen years. He was editor-in-chief of TechTarget and held the same title at Computerworld.
Click here to buy The New Influencers
Comments:
Filed Under: Books
Posted by Elena del Valle on August 6, 2009
Héctor Héreter
Strategically located in Venezuela, right in the middle of what is going on in Latin America, Héctor Héreter, is an independent Public Relations/Affairs consultant with an extensive experience in global affairs, particularly those concerning Latin America and the U.S. Hispanic market. As a journalist he worked for several main newspapers in South America.
Click here for the full text of Do you need eyes and ears South of the border?
Posted by Elena del Valle on August 5, 2009
Lulu-Cola style panties
Photos: Palomita
Relying on Latino nostalgia for their roots, Palomita, a San Francisco, California based Latino fashion brand, launched a new product line. Beginning in March of this year, the company has been selling panties. They come in small to extra large sizes and are made in Bangladesh by HYP.
The new underwear line is sold at one hundred Sears department stores and online at Sears.com. They are available in four designs that highlight logos and images from Latin American consumer products and characters such as Boing!, Lulu and Lulu Cola. The brand designs target Latino women. The retail sales price is $6 each.
Palomita underwear
Palomita was created by Molly “Molona” Robbins, a Mexico City native and apparel industry veteran. Several yeas ago she secured exclusive rights to use trademarks and vintage art from some Latin American brands. A line of sleepwear and underwear, also made and distributed under license by HYP Inc., is available at some Sears’s department stores and online.
Prior to the underwear and pajama lines, Palomita released t-shirts and a junior and girls line (see Entrepreneur launches junior, girls clothing line and Online grocer adds Latino themed clothing for men, boys).
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on August 4, 2009
FOR IMMEDIATE RELEASE
Contact: Vanessa Bravo
vanebravo25@yahoo.com
Aug 04, 2009 – Boca Raton, FLA. – Hispanic Marketing and Public Relations (HispanicMPR.com) is reaching its fourth anniversary and is growing fast. What started four years ago as a small forum to share ideas about the book Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95) has grown into a fully developed Web site with a wealth of information, articles, audio and video content about business topics and the Hispanic market.
Today, HispanicMPR.com offers visitors 44 guest articles authored by business, marketing, management and public relations specialists; 110 podcast interviews with national experts; 950 articles authored by Elena del Valle; 23 presentations by national experts on business topics; 48 videos, and many job ads. There is also a Books Section with a weekly book feature.
The Web site has become a useful tool for business executives and entrepreneurs interested in business, marketing, public relations and business development issues. It has grown a loyal pool of users: there are more than 3,500 subscribers signed up to receive a free e-mail newsletter. Each week, thousands of people access the Web site and download podcast interviews.
The podcasts, one of the favorite sections in the Web site, feature national experts such as Ruth Gaviria, executive director of Meredith Hispanic Ventures; Reinaldo Padua, assistant vice president at The Coca-Cola Company; Kathleen Haley, director of multicultural communication at Hewlett-Packard, and Rupa Ranganathan, an ethnic strategist and former senior vice president at the Strategic Research Institute.
Elena del Valle is the host and editor of HispanicMPR.com. She is also an author and principal of LNA World Communications , a marketing and communications company, where she is responsible for media training, strategic planning and client relations.
Why has HispanicMPR.com succeeded and grown so much during these four years? In a recent survey conducted by HispanicMPR.com among its e-mail subscribers, frequent users like Hector Galvan, Hispanic media relations and public relations representative at Boost Mobile; Dawn Randall, classified advertising manager at the Osceola News Gazette; and Nelson Merchan, president of Clicroi, said that HispanicMPR.com’s content is useful, unique and professionally written. (Find their comments at HispanicMPR User Comments).
Editor’s note: Elena del Valle is available as an expert source for interviews, podcasts, or public speaking opportunities.
Posted by Elena del Valle on August 3, 2009
Flag of Mexico
Because most immigrants to the United States come from Mexico (see Mexico top country of origin of foreign born) many immigration watchers look closely at trends in immigration from that country. Since 2006, the overall number of immigrants from Mexico has declined significantly (see Mexican immigration declined sharply last year). Researchers at the Pew Hispanic Center wondered whether the decline in immigrants would also mean an increase in Mexican born immigrants returning to their country of origin.
The answer is no according to data from Mexican and United States sources such as the United States Population Survey and the United States Border Patrol. A recent study by the Pew Hispanic Center seems to indicate there is no correlation between incoming immigrant and outgoing (from Mexico) numbers.
The Mexico National Survey of Employment and Occupation indicates that 433,000 immigrants returned to Mexico between February 2008 and February 2009 while 440,000 and 479,000 immigrants returned to Mexico for the same period in 2007-2008 and 2006-2007, respectively. An examination of the U.S. Current Population Survey reveals no indication of substantially higher outflows to Mexico for 2007 or 2008.
One third of all foreign-born residents and two-thirds of Hispanic immigrants are from Mexico. At the same time almost all Mexican immigrants move to the United States. Looked at another way, ten percent of people born in Mexico live in the United States.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
