Tag Archives: collective bias

ColectivaLatina, A new Latino Division of Collective Bias

Written by Paula Bendfeldt- Diaz

This past week, 1,500 Latino bloggers, journalists, marketing professionals, entertainment figures and innovators came together in Miami to attend the 5th annual Hispanicize conference.  Created by Latino influencers and founded by Manny Ruiz who envisioned it as a “Hispanicized” version of South by Southwest.

The energy and passion could be felt everywhere as the Hispanic community came together in a city that gets Latinos and understands Spanglish. By now, most of us are aware of the numbers and know that the Hispanic market, with a buying power projected to reach $1.5 trillion by 2015, is significant but few realize how powerful the Latino influence really is. For those brands and agencies that have caught on, Hispanicize served as the perfect place to connect with those influencers. For both influencers and marketers, Hispanicize provided a wealth of information about the Latino market and how to connect with it. Numerous examples were presented on how successful marketing decisions are being led by the Hispanic market.

For Latinos sharing comes naturally:  As a Latina I have always shared, los Hispanos queremos compartir, and sharing has only gotten easier thanks to technology. Latinos are using social media to share more than any other segment, including branded content!  The key for companies is to understand that we share things that we find valuable and identify with and that Latinos’ behavior online is a reflection of their behavior offline. Something that we have come to realize through Collective Bias’s new division, ColectivaLatina, is that for Latino influencers, sharing branded content is easy as long as the brand understands that the messaging needs to be culturally relevant.

Latinos are changing America:  Not only are Hispanics over-indexing in mobile, they are also early adopters of technology. However, the Latino influence is not just about technology, we are simultaneously changing America’s color and flavor. From influencing shopping trends and the American palate, to playing a major part in the 2012 presidential elections, the Latino influence is strong.  “Latinos are opening palates to hotter and more nuanced flavors and traditions and influencing the New American food dynamics,” says cultural researcher and curator Barbie M. Casasus.

Latinos are empowered: At panel after panel, the same sentiment was shared both by marketers and influencers: Latinos are leading the way. What was even more interesting to see and feel during Hispanicize was that Latinos are becoming aware of how powerful that influence makes us. “Technology can democratize social innovation to diversify and ignite big ideas that can change the world,” said Eliana Murillo, Head of Multicultural marketing at Google.  Latinos’ empowerment has evolved and we know it. We feel a social responsibility, which was made even clearer by trailblazers like Maria Hinojosa, Joany Sanchez and Carlos Vives, whom all received Latinovator Awards during Hispanicize.

Latino Millennials are the new generation: 65 percent of all U.S. Hispanics are Millennials, making up 21 percent of the entire Millennial population. In key markets like Los Angeles, Miami, Houston, New York and Chicago, they represent 25 to 50 percent of all Millennials. Latino Millennials are flexing their influence by driving family decisions regarding everything from healthier food choices to technology. Marketers are looking to Hispanic Millennials to see what marketing will look like in the coming years.

The Total Market approach:  For marketers targeting Hispanics, the notion of the “total market” approach is one of the most important developments in multicultural marketing (a concept that is still causing some confusion).  Instead of targeting particular ethnic consumers, companies are focusing on strategies that will appeal to a multicultural nation, driving relevance across all of the segments without alienating anybody. During the Total Market Debate panel at Hispanicize, Nydia Sahagun, the Senior Manager of Storewide Marketing/Multicultural at Target, shared why this approach is increasing among advertisers. “The general market is now the multicultural market. Everyone needs to be a multicultural marketer because that is today’s reality,” Sahagun said. “Cross cultural also still exists and this helps you. The important thing is to let the data and insights guide you to your objectives. The key is understanding the product and the category you are working in,”  she added.

ColectivaLatina, a Latino influencer community powered by Collective Bias, is providing that multicultural approach for brands. Launched during the Hispanicize conference, it was received with excitement by the Latino blogger community because, unlike other blogger networks, it lets Latinas participate in both campaigns where the messaging focuses on the Hispanic culture and also in general campaigns they can “hispanicize” by adding their own flavor and nuances. ColectivaLatina understands that while the total market approach can be efficient for both brands and agencies, in many cases, a more culturally relevant approach is required to drive deep relevance.

2 Ways Bloggers Can Help Your Brand, 1 Way They Can’t

Back in the day, word of mouth marketing meant that a product would gain popularity solely on its own merit. Consumers would purchase it, and based on their experience, share and encourage their neighbors and friends to buy the product as well. Brands would conduct focus groups with psychologists to assist them in making sure their packaging was appealing, and their product was as good as they claimed. After all of that was done, they’d hire a PR company and an ad agency to help get the word out to their targeted demographic. That type of paid media was the only expected source of promotion. Getting attention through positive consumer recommendations, or word of mouth marketing, was like icing on the cake, but it certainly wasn’t expected.

We’re living in the digital age now, though. Instagram photos show millennials at their favorite coffee shops, and new moms pledge allegiance to a specific diaper company on their Facebook pages. Brands are starting to anticipate earned media, and await word that their latest commercial or marketing campaign has gone viral thanks to their loyal customers dutifully sharing, for free, about their favorite product on all of their social networks.

That “cross your fingers and hope for the best” approach might work for a small (very small) percentage of companies, but it isn’t the most savvy way to create a successful marketing plan. There is a way, however, to extend the reach of your advertising efforts and increase the potential for your campaign to go viral. Hire bloggers.

Here’s what you can expect when you work with Bloggers:

Positive Exposure

When you hire Influencers to create content for you as part of a marketing campaign, you can absolutely request that their material is positive. Bloggers know that a sponsored post is very different than a review. An unpaid review is their honest account of their experience with a product. The goal of a sponsored post is to highlight how great a product is, and to show how it fits into their lives. You don’t have to worry about the Blogger’s audience questioning their true feelings towards a product that they’re getting paid to write about, though. Most Bloggers will only accept an assignment if it truly fits their lifestyle and beliefs.

Evergreen Content

When a brand purchases an ad in a magazine, it sits on a page. A consumer can discover it when they are browsing through and reading it. Once they flip through, finish the magazine, and recycle it, that’s it for the ad. When a  blogger creates a piece of content around a product, whether a recipe, a craft, or a tip for living better, that content lives forever on the internet. When someone types “chocolate caramel cake recipe” into a search engine, and a post pops up that is created by a blogger who used your chocolate caramel candy, that’s the type of long lasting effect you can expect for every blogger that you hire!

Here’s what you should not expect when you work with bloggers:


There are a lot of factors that go into helping an item sell. The price, the placement of the product in stores, the availability of the product, customer service, the time of year, etc. bloggers create content that help bring awareness to a product, but it isn’t their job to sell. You may not see a lift in sales immediately after a blogger posts, and you shouldn’t expect it. What you can expect, however, is that the blogger is helping to plant the seed of interest in their audience. Watering that seed and helping it to grow into a sale is up to you.


Brandi Jeter Riley is Sr. Manager, Community Relations at Collective Bias. She is passionate about community, and loves encouraging women to tell their stories online. In addition to that, she blogs at Mama Knows It All, and leads Blogger Education for the multicultural content creator group,  Pushing Lovely. Brandi is a newlywed, and mama of an incredibly adorable 4 year old daughter.

How to Stay Original as a Blogger

With over 152 million blogs in existence today, original engaging content is the best way to stand out in an increasingly crowded space.

Original Photos

Bloggers that use stock photos fall by the wayside.  A shopper knows they can go to the manufacturer’s website to get facts about a product, but when someone searches for product information they likely want to dig deeper.  They want to see the product in action; they want to see how to use the product.  They also want to see the product in the hands of a fellow consumer, someone they trust.  Photos need to be clear, original, large, and tell a story.


Every blog post should tell a good story.

A brand’s web site won’t tell the story of how Layna from Behind the Studio likes to craft with her kids on the weekend. On this particular weekend she took sidewalk chalk and turned it into colored playdough.

By telling her weekend crafting story with her kids and showing her reader photos to tell her personal story, she inspires others to start a craft day and even gives them with a recipe to color play dough using chalk.

Solve Problems

With Spring comes cleaning.  It’s time to open the windows and give a thorough cleaning to your entire home.  Jayna gave her readers tips on how to clean.  She outlined a solution to unsightly hard water residue that resides on shower heads.  Most people choose not to tackle this very common problem. With timely advice, Jayna gives her readers an easy solution to their problems.


Balancing paid vs. unpaid content for bloggers holds the key to engaging readers’s trust and keeping them coming back for more. If a reader stumbles onto a blog full of sponsored content, how can they trust that publisher? Bloggers who stand out from the pack know how to balance sponsored and organic posts.

Be Creative

Being creative can mean different things to different people, but for bloggers it often means taking a product and giving it life.  It may mean turning a corndog into Rudolf  or fruit into a jungle.  Turning something into something better brings out the magic and helps mom turn a healthy snack into an adventure that her child wants to devour.

Creating original, creative content will be your key to success and your ticket to standing out in the crowd.

Adopt Daily Practices to Increase Creative Performance

This is your brain (below left) after sitting quietly for 20 minutes. At right, you see your brain after 20 minutes of movement. Which brain scan do you believe exhibits the opportunity for more creativity? *


Brain scan from a 2009 University of Illinois study by Charles Hillman and Darla Castelli

Companies Clamoring for Creative Thinkers

Sitting at your desk working on your computer might not be the best activity for fostering creative thought. So how do you keep yourself in the flow when it is your job to sit at your desk eight or more hours each day? Movement and/or changing your activity is the answer.

Our culture admires creativity. We hold creative thinkers in high esteem. The Wall Street Journal publishes regular articles about encouraging creativity in the workplace. There must be something to this buzz about creativity and innovation.

Leaders are talking about creativity and innovation. Google’s creative playtime and play space is legendary. Companies try to imitate the creative environments of Clif Bar, Zappos and Starbucks. Yet, little creativity happens and leaders are left scratching their heads for reasons why.

Creativity is not about gimmicks. Innovation is not the result of forced playtime. True creativity occurs in a corporate culture that understands the messy nature of experimentation and exploration and allows it to happen anyway.

In a WSJ article by Justin Brady (Some Companies Foster Creativity, Others Fake It) writes, “Most leaders talk about creativity (or its cousin, innovation) without understanding what it is and how it happens. The process of real creativity is messy, chaotic, sometimes even disgusting, and it reeks of failure, experimentation and disorganization. Because of this, most leaders don’t actually want creativity, they just want the results of it.

Movement and opportunities to bump into other employees for casual conversations are a step toward creativity in the workplace. The physical act of going to the water cooler may be more than fodder for a cartoonist pencil.

“Designs for Google Inc.’s new headquarters, expected to be completed in 2015, set out to maximize casual employee conversations, which the firm says were responsible for innovations such as Gmail and Street View. ‘ We want it to be easy [for] Googlers to collaborate and bump into each other,’ says a Google spokeswoman.” From WSJ article The Science of Serendipity in the Workplace by Rachel Emma Silverman.


Carve Out a Daily Creative Practice

You can take control of your creativity by developing a few daily rituals, which promote ‘outside the box’ thinking. Begin by adding regular movement to your workday.

Here are some tips for adding movement:

  • Roll your chair away from your desk. Take a deep breath and let it out slowly. Rotate your shoulders back twice. Rotate your elbows back twice. Move your arms in a backward circle twice. Stand up and repeat the process.
  • Roll your chair away from your desk. Stretch your arms out wide, palms facing up. Turn your head to the right. Move your right hand and touch your right shoulder. Stretch it back out again. The left arm is still extended. Do this five times and repeat with your left arm.
  • Walk to the water cooler with intention. Think about where you are walking and what you are seeing. Focus on the water flowing into the cup. Drink and feel the water on your tongue and follow its path as you swallow. Stop and have a conversation with someone on the way back to your desk.
  • Take a brisk walk around the block.
  • Make an effort to engage employees outside your department for casual conversations.

* The brain scan above -from a 2009 University of Illinois study by Charles Hillman and Darla Castelli- compares the brain activity of 9-year-olds who took a brisk walk and those who didn’t take a walk. The walkers had far more activity in brain regions involved with focused attention and filtering out noisy distractions while they were taking a challenging test compared to the non-walkers.


Written by Rebecca Parsons

8 Factors Millennial Moms Consider When Shopping

Millennial Moms are moms born between 1978-1994. They make up 22% of American moms, and they are an overlooked segment, according to a recent study by Weber Shandwick and KRC Research.

42% of those surveyed said they do not feel that marketing is  geared to women like them – millennials. So how do brands and marketers target this demographic and gain a share of their wallet? What are these moms looking for when shopping for their kids?

In Holly Pavlika’s MediaPost article, “Getting Your Share of the Millennial Mom Wallet”, she discusses how this highly connected, engaged and social group researches, finds and buys new products.

Millennial Moms are different than other moms. Marketers have a great opportunity to target this group, but should keep in mind what’s important to these moms. Here are a few things they consider while deciding between brands:

  • Natural ingredients, impact on the environment and sustainability

  • The brand’s sense of purpose: show that the experience with the brand is designed with mom in mind

  • The cool factor: cool design versus cool functions

Find out the other five things Millennial Moms consider when shopping on MediaPost Engage:Moms blog.


The Best of SXSW 2014

Written by Jason Francis

Making your way around SXSW you’ll learn quickly that there is no shortage of apps, programs and devices being introduced into the digital marketplace. The SXSW trade show featured tons of items ranging from music and entertainment to media and communications. Even now I’m still trying out and working through the various apps and software I was introduced to. I would like to share a few that thus far have received my own stamp of approval.


My first day in Austin a fellow SXSW blogger told me of a recently released navigation app called Ride Scout. It’s essentially a more detailed and centralized version of Google Maps which delivers transportation options that include bus, rail, train, bike, walking and various local car service. It offers selection in a comparative display and you can book rides direct from the app. This was ideal for my late nights out.  As a company on the raise they are presently only functional in their base city of operations Washington, DC and now in Austin. I’m keeping them on my radar for future expansion into more cities and hopefully national cover.

PPL Connect

In terms of communication PPLConnect is a highly convenient app that essentially directs calls and texts sent to your phone to other devices. If you’re traveling it’s a great way to avoid roaming charges overseas  and it’s very handy when you’re not in a position to answer your phone. It’s presently in beta status and is only available for Android via Google Play Store.


On the social side of apps I highly recommend Omlet. I’d best describe Omlet as a Mashup  of Snapchat, Instagram and GroupMe. You can chat with friends individually or in a group set up. Attachments to your text messages range from images,  including GIFS, voice notes, check-ins and inks. The messaging is very smooth and links are received in a preview manner and pictures are automatically placed to collages. It’s a very clean app. In addition you can share location to create events among friends. One of the extra bonuses to Omlet is that they very actively boast the fact that no info shared via this app will be saved or shared without context.

faceshift Finally I want to share one more thing I discovered in Austin. You can consider this a bonus because it’s not an app but an actual program. As our digital communication expands and many interactions continue to take place via platforms like Skype, Google Hangouts and more, it becomes apparent that with the convenience of being able to connect everywhere, not everyone is as comfortable in front of the camera as others are. Faceshift is a program that fully and rather simply renders your facial features and movements to create a 3d Avatar that you can then customize. After about 15 mins of set up time you get to work with a consumer grade camera to take the required images that form the Avatar frame. The program is available in 2 types. A studio version for $1,500 and a Freelance edition for $800 annually which links the software to the main support center. If your online business image can use a technology upgrade this might be worth looking into depending on your brand.

New technology is coming at us fast and steady. New and improved means of connecting across social networks and around the standard channels is the direct of this progression. I hope you all get quality usage from these apps and programs. Feel free to follow me via Twitter & Facebook and my site www.thesocialmediasamurai.com  as I continue to share new material I come across.

Jelly for Brands

When Biz Stone launched his latest foray into in the world of mobile apps that connect us and make our lives better, Jelly, it quickly became one of the most downloaded apps on both Google Play and the iTunes App Store.  However, as Biz predicted, it soon settled back down into a much less noticeable slot, and the buzz died.  However, to his point, Jelly isn’t something that many people will immediately see a need for.  But with time, it has the potential to grow into a question and answer service that could put Quora to shame.

When you register, you select topics of interest to you.  You’ll see questions around these topics that you can answer. There’s a social component as well – and whenever someone in your social graph asks a question, you are automatically notified.  If it sounds simple – that’s because it is.  But it’s also incredibly fun to use.  Questions appear as cards that you can swipe away or answer.  And the asker of the question can send nice Thank You Cards for your response.

So how can brands use Jelly?  While some have opted for the “easy” answer there, of posting questions to their followers, the most exciting use of Jelly comes in the potential for brands to find potential customers with problems they can solve . . . or, in the case of Travelocity, have a little fun with.

Imagine that you are a grocery store, or a food company.  Questions about food, cooking, and trying new things abound on Jelly – you could insert yourself into any conversation that fits with your brand, becoming an authority on those topics with anyone with a question.

In this example, any hardware manufacturer watching this could answer this question about Time Machine compatible hardware.  Jelly presents brands with a quick and easy to use window into potential buyers’ needs.

Jelly For Brands

The community is small today, but is growing.  If you’ve spent much time with it, it can be slightly addictive too.  No one is saying that Jelly WILL definitely be the next big thing.  But if your brand is already on Twitter, it’s easy to use and connect with your followers and start answering questions.


To Catch A Blogger: How To Hire The Right Blogger For Your Campaign

Want a piece of the new media pie? Bloggers are a great place to start. They are professional, knowledgeable, influential and for hire.

How do you land a blogger that is both a great fit for the campaign and will deliver the goods?

There are three main phases for ethically snagging a great blogger: Investigation, Communication and Compensation.


Investigation, or “Stalking” is time consuming but a necessary step of the blogger hiring process.

First, identify your niche. Bloggers exist in every niche, ever. Try to think of a niche that a blog is unlikely to be written on, and google “(unlikely thing) blog”.

Exhibit A: the taxidermy blog http://www.ravishingbeasts.com.

No matter the blog niche, use your stalking skills to find a cache of bloggers. Search twitter, twitter lists, industry conference hashtags, google.

When you find a blog that resonates with your target audience, stalk the people who are following it.

Like begets like.

Once you have identified a blogger who you think might be a good fit for your campaign, stalk them more.

Read a variety of their most recent blog posts, the content of their tweets, the amount of followers on each platform, the comments on their blog posts, Google their blog name, their name, check out the Instagram feed and  their Facebook page.

Make sure there is no controversy surrounding the name of the blog or blogger.

Check that their content is at a level that you think could represent your brand to their audience in a way that is in line with your goals.


Now you are ready to contact the blogger. Time for Communication!

Bloggers are self-employed. They are used to working by themselves and they cannot read your mind. Bloggers appreciate clear and concise communication regarding

·      What exactly it is you want them to do

·      How exactly will this benefit them

Do you want them to write a blog post? How many words? How many photos? What are the key messaging points to be included in the blog post? Should they write a tweet? What about a Facebook post? Use a certain hashtag or keywords or phrases?

Lay it ALL out in a logical manner. Don’t make them guess. Bloggers are far to busy to do your job for you. The most successful bloggers are in high demand and are selective about who they choose to work with.

Give them every reason to say YES to you!


Gone are the Wild West days when bloggers worked for free, for link swap or for coupons.

As someone providing a service to you (amplifying your brand message on their carefully cultivated social channels), bloggers expect to be compensated.

When contacting the blogger to propose the partnership, make an offer. They are free to accept, reject or counter.

Do not contact a blogger and ask them to spam their audience.

This is an example of a real PR pitch that was ignored by bloggers everywhere. Names changed to protect the innocent:

Hi CanCan, Just wanted to share a few the latest family-friendly deals and happenings from A Cool Tourist Place Out West! I thought you may be interested in sharing them with your Mom’s Most Traveled readers. In addition to the deals, below is an image of the mountains At The Cool Tourist Place, so you can get a feel for how breathtaking the scenery is.
I’m happy to answer any questions or provide additional information, images and video, if interested!
PR Minion

This pitch offered no compensation and no communication. What do they want the blogger to do? Something like this:

Hello readers! Look, the mountains of the west!

NE WAYZ! Back to blogging! LYLAS!

By sticking to the formula of Investigation, Communication and Compensation, you can avoid pointless exercises like the above pitch and land incredible reach and impressive impressions with top-notch influencers!

The Need for a Mashup Mind Set

Written by Jason Francis

One of the reoccurring themes during SXSW was that of multitasking. Very few people can now define what they do specifically in one single statement. Even in the 9:00am- 5:00pm work world positions are being combined to perform multiple roles at once. An average person, ages 25 – 45, will have over 10 different job titles in their lives. This way of life has become second nature to me but I wanted to hear about it from an outside perspective so I attended a panel titled Think, Act and Create Like a Mashup. Mashup refers to the combining of different elements to create a new more effective product, service or experience.

Within Felicia Pride’s full presentation there were a few points she shared that stood out to me as vital elements to incorporate in our professional operating process.

Immerse yourself in the other – The Mashup Mind Set relies heavily on dealing with things outside of what your main focus generally is or has been. It’s the need to step out of boxes and comfort zones to get familiar with the things you aren’t great at. This way of thinking leads to you becoming better-rounded in your work and as an individual.

Operate from a mission and not a title – Far too often we get caught up in titles. I’m an accountant so that’s what I do. Instead we can greatly improve on result by thinking more of the mission or goal we want to accomplish. Giving less concern to your title keeps you from restricting yourself by what you’re expected to do.

Travel across physical and digital spaces – This is actually a point I share with people often and was a key I shared in Austin during SXSW. Travel, be social. Don’t just be an avatar and a screen name stuck in one place. Professionally be present at events that relate to what you do. Attend panels, sessions or social mixers to allow your peers to put a true face to the online persona.  Even on a personal level a change of scenery helps to shake up perspective that can spawn new thoughts.

Embrace your inner lifelong student & use the world as your classroom – For many of us the blueprint we were brought up on was that we get an education as kids then after High school or College we stop and enter the “Real World,” there should never be a departure from the desire to learn. The Mashup mentality requires well rounded knowledge that applies to various areas of life. That can only be attended with a continuous push to learn new things. Foster this attitude for learning via online classes, tutorials, visiting museums, the options are limitless.

At the heart of this presentation was the need to be adaptable. There is no longer a singular path to success and to truly navigate the ever changing road you will travel requires you to be ready for any and everything. Below is the actual slide show from Ms. Pride’s SXSW presentation so you can see more of what she shared with her attendees.


Collective Bias and Tyson to Speak to Shopper and Brand Marketers Next Week

If you’re attending any one of the big industry events going on next week in Chicago, be sure to catch our session featuring Tyson. Jon LeMire, SVP of Business Development at CB, and Karen Doan, Sr. Manager Customer Marketing at Tyson Foods, will be revealing some impressive metrics on a recent cause marketing program that integrated social media to solve its shopper marketing problems at Sam’s Club.

Jon LeMire, SVP of Business Development
Collective Bias

Karen Doan, Sr. Manager Customer Marketing
Tyson Foods

Path to Purchase – Shopper Marketing Summit, March 26th
The Power of Influence with Today’s Digital and Social Savvy Shopper

Recent research by Cisco has shown that for a majority of shoppers, online digital content has the most powerful influence on buying decisions. New technologies and social platforms are driving shoppers online, shifting how they consume, engage and interact with brands and retailers. Take a deeper dive into this new social shopper landscape with Tyson Foods and Collective Bias. See real-world examples of how integrating creative social and digital strategies and sharing branded content effectively boosts sales, increases brand loyalty and overall engagement.

BAA Annual Marketing Conference, March 27th
Shifting Media for Better Social Communication & Engagement

New media and social platforms are driving shoppers online, shifting how they consume, engage and interact with brands and retailers. Collective Bias, joined by a brand partner, will together showcase specific activation and engagement – and ultimately demonstrate increased sales.