Meet The Best Of The Best Among Latin@s In Social Media And Tech Innovation

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October 29, 2012
By Ana Roca Castro

It is with great pride and honor that we would like to introduce you to The Best Of The Best in Cyberlandia.  These talented individuals and organizations have excelled in performance and dedication.  They understand how to reach the Latino community online.  We would like to thank Toyota for sponsoring the LATISM’12 Awards Gala.  Thanks to Toyota we were able to give everyone here a well deserved recognition.  If you missed it, you can watch it here:

Congratulations to all the nominees and a huge round of cyber-applause to all the winners listed here. Visit them and congratulate each one for being such champions in helping this new industry gain credibility and high prestige.

Best Latin@ Business Blogger

Juan Tornoe – Hispanic Trending

Muchas gracias #Latism !!


Source: LATISM

Mexico And The Debate: Perhaps The Policy Isn't Foreign

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October 23, 2012
By David Martin Davies

And don’t think some of the 24 million registered Latino voters in America didn’t notice that Mexico didn’t rate in the debate, said Juan Guillermo Tornoe, owner of Hispanic Trending Inc., a marketing and advertising firm in Austin, Texas.

“Definitely people paid attention. We see it in cyberspace, we see it on and offline, domestically as well as internationally," Tornoe said.

Tornoe said Latino voters care about the rising death toll in Mexico related to the drug war and its impact on the American Southwest.

“This is just south of our border, this is right next door, and that is important," Tornoe said.

Read the full article at Fronteras.

Does Spanish Fluency Define Your Latinoness?

September 27, 2012
By Juan Tornoe

 According to the U.S. Census Bureau, at least up to the 2010 Census, you are a Latino/Hispanic if you say you are. I tend to agree with this perception, because I believe that being Hispanic is more of a state of mind, the embracing of a culture, rather than the Nation or people group you belong to / descend from.

The question about the authenticity of one’s Latinoness recently came up after San Antonio’s Mayor, Julian Castro, delivered the keynote speech at the 2012 Democratic National Convention. Several media outlets had a field day pointing out that Mayor Castro was not a “real” Hispanic because he does not speak perfect Spanish. A grandson of a Mexican immigrant, this third generation Latino was brought up in an English-only speaking house; his mom wanted him and his twin brother Joaquin to speak and think in English since she did not want them to go through a similar experience as she did when, as a child, was punished at school for speaking Spanish.

Does this make Julian Castro less of a Latino? I don’t believe so.

The latest numbers from the Pew Hispanic Center indicate that 24% of Hispanics are English dominant; which means that almost 1 in 4 individuals with Latino Heritage feel more comfortable interacting in Shakespeare’s tongue than in that of Miguel de Cervantes.

Yes, language is part of culture. Still, language is not culture’s only element. Here is a quick run-through of a few others of its building blocks: social organization, customs & traditions, values, norms, and expressions of art & literature.

It would be difficult to argue that Mayor Castro is not connected with all the other elements of Latino culture. So what if he is not fluent in Spanish? He simply is part of the 24%; those Hispanics who live their lives in English, if not all, most of the time. They may throw in an “Oye” or a “Mijo” every now and then, but most of the time they feel at home when interacting in English.

By limiting the definition of an authentic Latino by his or her proficiency in Spanish, we are simply contributing to the same stereotype that drives many companies and organizations to define Hispanic Marketing as Spanish Marketing.

Marketing in Spanish must be a tactic, never an overall strategy to reach the diverse and complex Latino market. There will always be a place for reaching out to part of the Hispanic market in Spanish, but if that is the only thing you do, you are missing out on establishing a relationship with the 24% who you just won’t reach in Spanish.

How complex and diverse is the market? We don’t even agree on the issue of defining Hispanics by language spoken. A recent Huffington Post Quick Poll asks the question, “Is Spanish a cultural requirement for Latinos?” to which we get a split answer:

36.49% say, “Absolutely yes! That’s a crucial part of the Hispanic heritage”.

63.51% say, “ No, not in this day and age”.

Originally published on Hahn, Texas' Editorial and Trends

MundoFox takes on Univision and Telemundo


August 13, 2012
By Shereen Marisol Meraji

Hispanic marketing expert, Juan Tornoe, says the ad works.

    Juan Tornoe: It gives me the warms and fuzzies and a little tingling feeling when I see all these diverse faces that, by the way, are not stereotypical Latino faces telling me Americano como tu!

But Tornoe adds that a 30-second promo is one thing, diverse content that appeals to the American Latino, that's something else. He says American Latinos that speak Spanish want more then telenovelas, soccer games, and cleavage-baring news anchors. They want smart entertainment -- think shows like "Mad Men," "The Office" and "The Wire."

Please listen to the whole story here:

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Quinceañera birthday bash preserves tradition, marks passage to womanhood

July28, 2012
By Natalie St. John

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"Most families will put on an amazing show, but they will get sponsors," explained Juan Tornoe, founder of Austin, Texas-based Cultural Strategies, a firm that specializes in helping businesses market to Latinos.

"They approach people and say, 'Would you like to be the padrino for the dress? Would you like to be the padrino for the cake?'

They're contributing because it's their niece or their granddaughter, or they've watched them grow up."

As with formal weddings in many cultures, the quince is also a right of passage for parents, which explains why even families of modest means will invest a great deal.

"If you are from humble beginnings, to a certain degree, it's a status sign to be able to pay for a quinceañera," Tornoe said.

"It's kind of like keeping up appearances. 'I came here, I worked my behind off, so I can do this.' .... It's fulfilling for them — to be the guy dressed in a suit, the mom dressed in a fancy dress, looking elegant and celebrating their little girl's rite of passage into adulthood."

Read the entire article @ The Daily News

What's Restraining Latino Political Power?

July 25, 2012
Via Huffington Post
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On Tuesday, HuffPost Live host Alicia Menendez talked with Huffington Post Latino Voices Senior Reporter Janell Ross, Mi Familia Vota's Francisco Herida, News Taco's Victor Landa, Hispanic Trending's Juan Tornoe and Roy Lopez, a blogger and activist, about Latino voter registrations, political participation and what is really restraining Hispanic political power.

"When I talk to people who are unregistered, they always have a bag full of excuses about why they can't register," said Mendez. "Do we also have a cultural problem here as well?"

Right now, for every registered Latino voter there is one who is eligible but unregistered. In fact, there are so many unregistered Latino adults that were they to join the political process they could alter the nation's political landscape in significant ways, according to new data released by the Center for American progress late last week. The center is a Washington, D.C. based think tank.

Click here to view the entire video.