2010 LatinVision CEO Summit Conference Recap

by Nikelle Feimster, Media Relations Specialist, Business Wire/New York


LatinVision’s CEO Summit Conference 2010 was held on Monday, Oct 4th at the Time Warner Center in New York City. CEOs and marketing executives from companies including HipCricket, Telemundo, Univision , People en Español, HBO, and Business Wire were present. They shared insight into how marketers and advertisers can engage and connect with consumers in the Hispanic market through various channels including social media, and mobile and online marketing.


The first panel discussed how social media has evolved in the multicultural space, and how advertisers are taking advantage of social media platforms. It was revealed that Latinos visit more social networking sites, news sites, and maintain more blogs than the general market.


Today, there is an increase in the number of companies that are using social media as part of their overall strategy to reach and engage Latinos. Monica Talan, VP Corporate Communications, Univision, said companies should try to engage in conversations. Univision had a lot of success with the World Cup by providing blogs and social media fan pages to engage users and new audiences. According to Talan, every department of a company is part of their social media strategy. “It can be challenging but you have to put the resources in it and stay committed.”


Lucinda Martinez-Desir, VP-Acquisition & Multicultural Marketing, HBO, did their entire “No Es Lo Mismo” campaign on Facebook, Twitter, mobile and online. For this campaign, everything was integrated and married to traditional media.


Everyone seemed to agree on the importance of having a social media strategy, not just a Facebook strategy. Here are a few tips on how marketers can leverage the Latino phenomenon on social media to their advantage:


o Start conversations that are really meaningful to consumers.
o Engage with people who have influence on consumers, like the world of bloggers, not the marketing department.
o Build brand equity.
o Have a conversation with the client – be innovators together so you both understand that there will be risks involved.

When it comes to mobile and online marketing, Ivan Braiker, Co-Founder & CEO, Hipcricket, said it’s all about engagement. Latinos are early adopters of technology, including mobile devices. In fact, Scott Hamilton, President & CEO, VoodooVox, pointed out that the mobile phone is the ultimate social network that existed before FaceBook. With over 5 billion text messages being sent per day, mobile is an effective way to engage an audience and it creates a deeper connection with your brand.


Here are some best practices for mobile and online marketing:


o Engage people with content early and make sure your site is current.
o Help clients design content specifically for mobile.
o Be able to use mobile and interact with the user to the point of sale.
o Know your audience and text the right people.

Business Wire’s President, Gregg Castano, participated in the panel discussion, “Digital vs. Print Media and the Language of the Next Latin Generation.” Castano pointed out that Latinos are the fastest growing online population with 85% of U.S. born Latinos using the internet. “The key to the success of brands is how they crossover to digital,“ said Castano. “Marketers should place quality content on relevant channels to attract the most eyeballs.”


Business Wire can help brand marketers and brand leaders actively engage with Latino customers. By utilizing our LatinoWire product line, companies can bolster their print and web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print, broadcast and online media outlets.


LatinVision is a New York-based organizer of conferences and networking events focused on marketing to U.S. Hispanics and Latin American executives. Business Wire is a sponsor of LatinVision Media’s Marketing to Latinos Conferences. To learn more about the LatinVision Media 2010 Conferences Series visit www.latinvision.com/marketing



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Xiomara Medina > www.xiomusic.com

Xiomara Medina, Owner, Medination Music LLC.

What do you need to be an entrepreneur?
To be an entrepreneur you need many things. First of all, you need to have a passion for your craft. Secondly, a solid faith and determination in what moves you even when the world tells you are crazy! Lastly, acquire as much knowledge in your field as possible. Success is different for each one of us but it is acquired through persistence.


What did inspire you to start your business?
I was tired of dreaming about what could have been but wasn’t so I decided to wake up and realize those dreams.


How did you finance it?
I took some money from my first licensing deal to make my first album. Then I sold all my real estate investments and decided to do it full time. Every earnest dollar goes back into my business for growth and marketing. Music requires a lot of marketing.


Being Hispanic…Does it have any influence on your business?
Yes. Being a female too, being 5’7, my age, everything has an influence in my business. I can’t change the world but I can make the best out of my uniqueness, my opportunities, my time and resources. It is not about fitting a mold; it is about creating a mold that fits you.


In the face of adversity, how do you decide to keep going?
I try to get creative and figure out ways to overcome obstacles. If one door closes another one will open eventually. Life is like a coin it always has two sides and your job is to keep it balancing on its thin middle strip. When you spin that coin and it doesn’t land on the side you wanted, just spin it again. Adversity is just one side of the coin.


What is the biggest challenge your business has faced?
I started my business at very though time for music, for leisure and over all for entertainment. Adding to that pressure is the increase in piracy and a decline in major record company dollars but that it’s also one side of the coin.


If you could change one thing about your business, what would it be?
Music business changes so rapidly that if I don’t agree with something today it probably will be different next week.


What was your childhood ambition?
What I am doing right now!


Tell us about three entrepreneurs that you admire?
Sade, Jewel, Carol King.


For business meetings: breakfast, lunch, or dinner?
Depends who I’m meeting with but usually I prefer early dinner. Lunch is perceived as a rush meal where as dinner is a more relaxing experience.


What sacrifices on your personal life did you have to make in order to become a business success?
I haven’t bathe, eaten or slept in 365 days! LOl. On a serious note, I have made too many sacrifices to mention them all. Any businessperson will tell you that personal sacrifices are made on a daily basis. As long as they are small sacrifices and your integrity is not at stake. It truly is a balancing act!


What is your favorite quote?
"Truth is only as good as its honesty" -Xio


Is it difficult to be unconventional?
Not really just be yourself!


Biggest mistake made?
Not believing I could do this way before! And living my life on fear of failure.


Do you consider yourself an innovator? Why?
Indeed, I don’t like to feed on the flavor of the month I rather come up with my own mixture. It makes life interesting!

About the Company:
Medination Music LLC is a successful company within the entertainment industry providing eclectic top quality pop-electro-lounge music on an international level although our marketing efforts are focused on New York City’s music market. Under Medination Music record label, Xiomara has produced two albums and six music videos. Recently, one of our songs, “Morning Pleasure” from the album “So Alive” was licensed to Peace Lounge, a German lounge music compilation. “Morning Pleasure” is included in a two CD collection along with other artist like Bliss, AfterLife, Chris Coco, Kenneth Bager and many more. We have entered the 2010 Grammy nominations in the following categories:


Record of the Year Morning Pleasure-Xiomara Medina

Album of The Year "So Alive" Xiomara Medina

Song of the Year Morning Pleasure-Xiomara Medina

Best New Artist. Xiomara Medina

Best Pop Vocal Album "So Alive" Xiomara Medina


Best Dance Recording Sense of Devotion-Xiomara Medina
R&B Female Vocals Addicted 2 Ur Luving-Xiomara Medina


For more info visit http://www.xiomusic.com/ www.reverbnation.com/xiomusic www.myspace.com/xiomusic www.twitter.com/xiomusic www.facebook.com/xiomusic more links on the main website. Our music is available on itunes and all major digital stores.

Julio César Maldonado > www.mam5ive.com

Julio Cesar Maldonado, Co-Founder & Chief Principal Executive (CPE), MAM5ive Creativegroup - A Division of Maldonado Consulting & Associates, LLC


What do you need to be an entrepreneur?
First, I believe you need to have a great idea driven by a great vision and secondly, basic business attributes of perseverance, integrity, leadership, discipline, and most importantly-the blessing from the one above.


What did inspire you to start your business?
My father: when he said… “If you don’t want to follow other people’s rules, then you need to be your own boss” (in Spanish of course!).


How did you finance it?
It was financed through my personal investment, as I had minimal start up cost. All I needed was a computer, laptop, and my networks!


Being Hispanic…Does it have any influence on your business?
To an extensive degree it does, as I have a second culture to relate and cater to. Understanding Diversity and being socially competent is essential to anyone’s business success.


In the face of adversity, how do you decide to keep going?
5 words: “Stay fresh and mentally fit.”


What is the biggest challenge your business has faced?
Finding ways to cut costs and still provide outstanding deliverables to my clients, given the existence of the global fierce pricing competition.


If you could change one thing about your business, what would it be?
There is always room for improvement as I have managed to learn and progress to develop the business.


What was your childhood ambition?
To become a DEA agent. I started the process but then it went to shambles after the 9-11 tragedy. Now, onto the next adventure…


Tell us about three entrepreneurs that you admire?
My father, Jay-Z, and Donald Trump, as they have always been men of vision and entrepreneurs.


For business meetings: breakfast, lunch, or dinner?
Dinner, so that you can also socialize, while getting the job done at hand, with a glass of red Tempranillo (wine) or a good ‘ole Grey Goose and Tonic, with a lime please.


What sacrifices on your personal life did you have to make in order to become a business success?
The lack of time spent with family, school and work. These sacrifices have always been my learning tools.


What is your favorite quote?
- Tony Dorsett: Challenge Quote
“To succeed... you need to find something to hold on to, something to motivate you, something to inspire you.”

Is it difficult to be unconventional?
It is, as today’s society is always feeding into the norm. Being different is what separates you and gives you a different perspective on life and a unique identity. I always believe in constant and positive change. Tyron Edwards--“Thoughts lead on to purposes; purposes go forth in action; actions form habits; habits decide character; and character fixes our destiny.


Biggest mistake made?
Trying to do everything myself. As an owner, I feel no one can exert the fire and passion like I do into the business. I need to accept handling the tasks that I am good at, and outsource/delegate the rest. Inspire others to do better, not manage.


Do you consider yourself an innovator? Why?
Yes, without a doubt, I consider myself to be an innovator. I once had an idea and now it has developed into the MAM5ive partnership with my wife Samantha. I base the business around our core values; they direct what we do on a daily business, while managing the customer relationship with the direction of creating a lifelong client and colleague. This, I consider to be an innovation as many other businesses are still understanding these ideas, and have yet to implement them. Keeping the client involved with the process from beginning to end bolsters the success of both the client and MAM5ive, which then adds to continued business and a growing network of opportunities. I am helping businesses of all sizes reach their marketing potential through online and print media. No business is a small business.


About MAM5ive Creativegroup
A Division of Maldonado Consulting & Associates, LLC, founded in 2009.


Utilizing strong business ethics, the MAM5ive Creativegroup will deliver strong customer focus with vision, integrity, leadership, customer service and loyalty. As a maven in marketing and strategic visual solutions, we understand what is needed to deliver a high caliber of quality that our customers have come to expect and depend on.


Specializing in business branding and identity, website development, e-marketing, hosting and support to businesses of all sizes, MAM5ive excels in creating an efficient and effective strategic solution for your business needs.


Please visit us at http://www.mam5ive.com/
Facebook: www.facebook.com/MAM5ive
Twitter: MAM5ive