Tag: ellieguevara

DREAMers Roadmap: Helping Undocumented Students Find Scholarships

 

By: Elizabeth Guevara (@elliegguevara)

Sarahi Espinoza Salamanca, has launched a new app called the Dreamer’s Roadmap that will help undocumented students find scholarships to fund their academic endeavors.

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Photo Credit: Remezcla

A recent graduate of Cañada College, Sarahi recounts the time when she had to drop out of school in order to provide for her family. Her struggle to support her family while trying to fund school,  led to the creation of an app that will become an essential tool for Dreamers everywhere.  Salmanaca is keeping the app free because she doesn’t want to  charge DREAMers for the app and risk depriving them of finding money to fund their studies.

DREAMer’s Roadmap is a scholarship network currently boasting over 500 scholarships for students to apply to. The app is available for both Iphone and Android users, so there’s no reason why you shouldn’t be applying for money that will fund your academic pursuits. You don’t even have to create an account- you can search through the scholarship database without giving any personal information.

This app will definitely be changing the game for undocumented  students across the nation, all thanks to one bright Latina DREAMer.

3 Things Companies can learn from Buzzfeed’s social media dominance

By: Elizabeth Guevara (@elliegguevara)

In just a few short years, Buzzfeed has become a global empire…but how did they do it? Buzzfeed seems to have something for everyone: from adventurers who are addicted to The Try Guys videos, to Latinxs tuning in to listen to what Buzzfeed Curly has to say about being latinx, on Pero Like. I mean, Buzzfeed’s social voice has become so well known, many try to imitate it, but here are 3 things companies can learn from Buzzfeed’s success.

  1. Content is everything! Creating viral content is vital if you’re wanting to up your traffic game. Post things people want to share to ensure viewers, followers, and potential customers keep coming back to your website.Not only should your content be on point, you have to make sure that it resonates with everyone! Buzzfeed has tapped into the foodies by creating posts and videos for Tasty. They have posts that resonate with every millennial, 00’s kid, Gen Xers, and more. Buzzfeed is able to create successful content by using memes, referencing celebs, and understanding issues on both a local and global scale. Their newest channel, Pero Like, is catered to Latinxs and offers videos like People Try Salvadoran Food For The First Time, and Women Got Transformed Into Telenovela Stars. I mean, what Latinx didn’t watch novelas growing up and imagined themselves in one, right? Or am I the only one?

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2. Buzzfeed doesn’t just cater to those seeking entertainment and humor, Buzzfeed also provides its readers with hard news and feature stories. If you toggle over to the right side of any Buzzfeed post, you can click on news updates like this: Hundreds of Children Seeking UK Asylum Are Disappearing from Care.SOURCE BUZZFEEED

Louisa Gouliamaki / AFP / Getty Images / File

3. If you’re trying to reach a specific audience, consider having your copywriter or SM manager write text posts, or share content on other news sites as advertisment. Buzzfeed’s native advertising strategy works so well with visitors because these ads literally blend into everything Buzzfeed already shares on FB, Twitter, IG, and their site.buzzfeed-kfc-native-ad-2

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Pedro Almodovar: Internationally Acclaimed Spanish Director Named in the Panama Papers

By: Elizabeth Guevara (@elliegguevara)

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EL DIRECTOR DE CINE PEDRO ALMODOVAR Y SU HERMANO AGUSTIN ALMODOVAR DURANTE LOS PREMIOS OJO CRITICO 2008 PJA / ©KORPA 01/12/2008 MADRID “Ojo Critico” Awards 2008 Pictured PEDRO ALMODOVAR

In the past few days, the Panama Papers has rocked the entire world; thanks to an anonymous individual, 11.5 million documents were leaked, highlighting the rich and famous’ offshore financial dealings. It’s safe to say that it has not been a good week for the rich, as more information on tax evasion, money laundering, and fraudulent dealings come into the public eye every day. The revelation of such corruption has citizens up in arms about what will be done with these individuals. However, white collar crime isn’t new- and unfortunately, most of these people will end up getting off the hook.

It’s been extremely shocking to turn on the news and see celebrities like Jackie Chan, athletes like Leonardo Messi, and more being named in the Panama Papers- not to mention, Spain’s beloved film director, Pedro Almodovar. Almodovar is not only an internationally acclaimed director, he has contributed to the success of many Spanish and Latinx stars. His films often evoke on themes of feminism, sexuality, masculinity, and more.

On April 4th, 2016 Pedro Almodovar, the panama papers revealed that the Almodovar brothers had set up an offshore company back in 1991, around the same time Pedro experienced a lot of his success in film. [2] The news of Pedro’s offshore company, Glen Valley Corp. came only a few days before his new film, Julieta was set to be released in Spain. After this revelation hit the news, Pedro’s brother Agustin, took to Twitter to notify fans that they would be halting press conferences and appearances for Pedro’s new film Julieta. Agustin stated that “pressure” and “stress” had led to their decision to halt all appearances- however, no one is really buying this ‘explanation.’

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What’s even more interesting, is that Agustin dabbled in a little bit of sarcasm on Twitter, when he tweeted about how his brother was being followed around, saying that he hopes the people following Pedro are being paid well.

The tweet has since been deleted.

Is there a lesson in all of this? If you don’t know how to use Twitter strategically to do some damage control, don’t turn around and employ sarcasm only days after a scandal breaks loose.Screen Shot 2016-04-10 at 2.48.17 PM

Agustin did take the blame for the offshore company he launched in the British Virgin Islands called, Glen Valley Corporation, stating that his inexperience in management and his desire to help his brother’s film ventures grow, led to this naive decision. Agustin went on to say that he and his brother are caught up on all of their tax obligations, and that Glen Valley corporation was shut down in 1994,  because the corporation “did not fit with the way we worked.” [1]

This isn’t the first time the Almodovar brothers have been caught in a bad business decision (remember the Madoff scheme in 2009?), but this is definitely one that will be difficult for them to bounce back from.

 

Marketing to Latinx Millennials Through Social Media

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By: Elizabeth Guevara (@elliegguevara)

Trying to appeal to Latinx Millennials? You need to start with engaging with this group via social media. In 2012, 3 out of 4 Latinxs age 18 to 29 were using social media sites to interact with their favorite brands- with over 30% following companies on Twitter, Facebook, and/or Instagram. Not only do Latinx Millennials express themselves through the  brands they use, they’re the perfect advocates for your company’s product. Latinx Millennials often showcase their brand loyalty by tweeting, posting, and sharing content online with their followers, creating a word-of-mouth buzz around the product.  

So what’s the difference between Latinx Millennials (18-29 years) and Latinxs well in their 30-50’s? Older Latinxs are less likely to use social networking sites, and those who do, don’t use it often. They’re less likely to follow their favorite brands- so don’t expect any follows, retweets, or mentions.  Another major difference to remember is that “Unlike their parents who tried to be less visible, Hispanic millennials want to “stand out and be noticed.”

Want to reach Latinx Millennials?

 

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Cater to BOTH of their identities:

Latinx millennials have strong ties to their Latinx and American cultures; although ⅖  of Latinx millennials are born outside of the United States, ⅗ are native born and are above all, bicultural. Becoming well versed in Latinx and American cultures is key to marketing to bicultural Latinxs.

 

 Hire a Bilingual Engagement Manager

It should come as no surprise that having a Community Engagement Manager or Social Media Manager, who can speak more than one language, will help you reach a wider audience. Hiring someone who can post in Spanish. This unique group consumes media in both languages, so appealing to both tongues, will be shared more frequently. Take it from a Latina Millennial- if I see something I like promoted in Spanish, I’ll post it so that my family in Central America or family who only speak Spanish will see it as well.  

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Appeal to their culture and traditions

It’s no surprise that Latinxs are a close-knit group and put family above everything; by creating ad campaigns or marketing strategies that embrace family, music, and food, you’ll reach your targeted group.

 

Take a look at A&T’s successful 2014 Ad campaign, #BetweenTwoWorlds:

 

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Dieste: An Agency That Knows How to Target Latinx Consumers

 

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By: Elizabeth Guevara (@elliegguevara)

In 2015, the number of Latinxs who call the US home, reached 55 million; As the latinx population continues to grow, it’s more important than ever that companies start cultivating relationships with Hispanics. Why? Latinxs are one of the largest consumers in the nation, with more Latinxs becoming social media savvy. One of the fastest growing groups are Millennials; as they flock to the workforce, Hispanic millennials are stimulating the economy with their buying power.

Research shows that Latinos respond well to Social Media (Twitter, Youtube, Facebook). So understanding the Latinx culture, and their social media use, is imperative for companies who want to build a relationship with their Hispanic customers. One ad agency, Dieste, is helping businesses connect with Latinos by creating blog posts, ads, commercials, and other marketing materials that specifically targets this demographic.

Quien Es Dieste?

Dieste is a full-service advertising agency catering to the multicultural marketplace, with offices in New York City and Dallas, Texas. The agency provides brand development, e-commerce, social communication, product innovation, and business consulting to companies. Some notable brands that Dieste works with include: LaLa, Miller Lite, Goya, Reese’s, Blue Cross Blue Shield, AT&T, Pizza Hut, Chase, Hershey’s, and Nationwide.

“Dieste, Inc. is an ideas-led company committed to developing the best commercial content for multicultural, urban and youth markets. As an innovator in its field and the most awarded Agency in its class, Dieste, Inc. has been named Multicultural Agency of the Year more times than any other communications company in the US.”

Their social media efforts, blog posts, and Youtube videos are not only engaging to Latinx Millennials, but to Non-Hispanic consumers as a whole. I mean, if you take a look at some of their ads posted on Youtube, it’s clear that they mix wit and sass with their allusions to popular culture (Dallas Pets Alive) However, an agency that understands why representation matters, is one to admired. Exclusivity in Marketing and Advertising has long been an issue but Dieste is revolutionizing the game by producing inclusive yet calculating content for the companies they collaborate with.

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Photo Credit: Dieste

One ad that really stands out is the Goya ad Dieste created. In the commercial, Dieste captures the essence of our cultura by reinforcing values that are important to their consumer. The ad emphasizes togetherness, familial relationships, culture, and tradition through cooking.

LaLa’s #Yogurting ad created by Dieste, appeals not only to millennials (#OseaObvio) but to the people who live that on-the-go lifestyle and to the sporty souls who need a quick protein boost.

 

Take a look at their creative reel:

 

 

What’s the Takeaway?

Dieste Inc, is paving the way for inclusivity in advertising by researching, identifying, and understanding the consumer. Hispanic consumers are major influencers- and knowing who you’re appealing to, will help create loyal customers.  For PR professionals, Marketing Gurus, Social Media Ninjas, AD aficionados, and everyone looking to tap into the multicultural market, know your consumer. Identify which social media platforms your target customer uses, and start cultivating a relationship with them.

 

 

#TrumpRallyChi: How to deal with Trump Trolls on Social Media

Sometimes, you’ll tweet something that may not even seem controversial, until your phone is bombarded with a slew of @’s attacking your 140 character sentence(s). Here’s how I dealt with trolls and Trump supporters on Twitter.

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By: Elizabeth Guevara (@elliegguevara)

Shortly after protesters successfully shut down Trump’s rally inChicago, #TrumpRallyChi started trending on Twitter. Thousands of Twitter users filled the hashtag with their thoughts and perspectives on the event- recounting everything that happened, and what it meant to them.

As a journalist, I spend my time entering hashtag conversations to incite communication and meet other like minded individuals, while opening myself up to opposing viewpoints. I strategically entered the #TrumpRallyChi conversation to read eye witness accounts of the event, I wanted to see what the media wasn’t covering.

However, as I combed through countless tweets one conversation that stood out was a user stating if Trump were to be elected president, people would divide based on race and religion- leading to an all out race war. As a journalist and an activist, I decided to join in on the hashtag conversation and offer my two cents to the issue:

What happened shortly after I tweeted the post ave, was that I attracted a flock of Trump defenders who blasted my phone with support for the candidate, all while trying (and failing) to “kill [my] dreams.” Thanks @ZZLaowai!

Social Media allows people to say whatever they want without consequence- and what I soon found out, is that trying to respond to every condescending message I received was mentally exhausting. Was my witty approach ethical? Let’s take a look at some tweets and how I responded:

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 I find it cute that this user considered the actions of the protesters to be fascist. Here’s a quick Google definition on the word- for those who are unfamiliar with the term: “an authoritarian and nationalistic right-wing system of government and social organization.” If you’d like to read articles pertaining to how Trump is the actual fascist, click here or here. 

UPDATE: @AndyJacob has since deleted his tweet from his Twitter page.

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Twitter user, @AsianChicks stated that it was the media who was painting Trump out to be a racist.  However, the user must be forgetting the current controversy surrounding the candidate-whose father was a member of the Ku Klux Klan and whose platform screams prejudice towards people of color. A quick flip to the word ‘racism’ in the merriam webster dictionary states that racism is: “poor treatment of or violence against people because of their race.” If we look at how Trump supporters are reacting towards protesters at Trump rallies, it is chock-full of violence against people of color.

I don’t think all Asians will agree with the above statement.

So how did I handle the backlash I received from my comment? I kept calm, cracked jokes, and told them how much I loved them. I did not give in to their anger, nor did I attack them in any way- I stood by my statement and handled my trolls with a little grace, wit, and some good ole’ lovin’.

User @susu1954 has since deleted her tweet but her response to my comment was ” racist? there’s already one in the oval office!” insinuating that President Barack Obama was a racist.DENISE

Sun Wukong held on the longest- he is a self pronounced “cool conservative” who “sometimes writes for Chinese newspapers.” His tweets were a little harder to shake off, but the best way to deal with his incessant need to be heard, is to tell the people you clash with the most, that you love them. However, he didn’t take the bait, so I decided to try a different approach, and proceeded to flirt with the man.

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Eventually, the conversation ended, but then another user wanted to play.( Let it be known that my reaction and responses to the backlash received, were sarcastically loving, and flirtatious- I did not incite anyone nor did I attack anyone. I let their hate run its course.)

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I did gain dozens of followers who shared my same vision: POC and White allies must band together to ensure that we do not let History repeat itself.

Social media allows us to communicate with people from all over the world, whose perspectives may align with our own, or who want to rebuke our beliefs. What isn’t talked about is how to deal with an influx of hate in a way that leaves you feeling satisfied instead of overwhelmed. If you ever find yourself in a situation where you tweet something that people may not agree with- prepare yourself for the worst, but remember that it’ll pass. Tweet feuds have a short life expectancy after all.