1.
Welcome to
RISE WEEK 2012
Welcome to my Barrio:
How to reach the Latino market
Hosted by
Marion Sanchez
Estilo & Brisa Communications

2.
• Introductions
• An unorganized
potpourri of:
• Facts
• Personal stories
• Experiences
• Advise
• Source List

3.
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.

4.
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.

5.
• 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.

6.
• 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.

7.
TERMINOLOGY
Latino: Coming from Chicano: People of
a Latin American Mexican decent
country or from living in the United
Latin-American States.
origin living in the Census: Self-
United State. identified.
Hispanic: Peoples
and cultures from
Spain and
Portugal.

8.
• Spanish
• English
• Bilingual
• Dialects
• Local variations

9.
• Isolated
• Acculturated
• Assimilated
• Cultural
diffusion

10.
FAMILY VALUES
• Close-knit group
• Most important social unit
• Male and female roles
• Moral Responsibility
• Gathering
• Authority
• Language

11.
ETIQUETTE
• Handshake
• Hugs and kisses
• Formal and informal language
• Titles
• Formal and informal settings
• Punctuality
• Personal space
• Relationships

12.
RITUALS AND RELIGIONS RELIGION
RITUALS S
• Patron Saint • Roman Catholic
• Quinceaneras • Christian
• Birthdays • Evangelic
• Baptisms • Jehovah's
Witness

13.
CELEBRATIONS AND HOLIDAYS
• Kings Day (Reyes Magos)
• Independence Day
• Children’s Day
• Guadalupe Virgin’s Day
• Day of the Death
• Carnival

14.
• TV
• Radio
• Newspaper
• Billboards

15.
• Social Media
• Blogs
• E-communities
• Websites

16.
STRATEGIES
• Social currency • Relevance
• Branding • Hyper-topic
• Connectors • Web 2.0 & 3.0
• Talk value • Adoption & access
• Curating • Grazing content
• Social space • Scaleability
ecology

17.
CONTENT DEVELOPMENT

18.
CONTENT DEVELOPMENT
• Find your voice • Follow the
• Be transparent dialog
• Tell the story • Get to the point
• Add drama • Engage your
• Theater and audience
actors • From ME to WE

19.
GREAT EXAMPLES
• http://www.face • http://latinometr
book.com/lifeco o.com/
achaustin • www.salsanews
• http://www.face austin.com
book.com/grou • http://www.new
ps/HABLAAUST staco.com/
IN/
• http://www.desc
• http://www.face uentolibre.com/
book.com/grou Austin
ps/hermanosde
eastaustin/

20.
THANK YOU
• www.facebook.com/EstiloPR
• @EstiloPR
• www.youtube.com/estilonews
• www.EstiloPR.com
• marion@estilopr.com
• www.linkedin.com/in/marionsanc
hez

21.
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

22.
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: Women
RISE: Social Entrepreneurs
RISE: L/G Entrepreneurs
RISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Interim Executive
Director Claire England at claire@riseglobal.org.

23.
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 events
during RISE Week 2012 at www.riseglobal.org/austin!
The mission of RISE is to inspire and empower entrepreneurs at all stages.