Former Chevron public affairs guru Jay Stuller has offered some interesting insights in Chief Executive Magazine regarding the good and bad of the corporate world’s efforts to highlight their environmental initiatives. Just about every company, large and small, recognizes the need to develop and effectively publicize their implementation of environmentally friendly business practices. Stuller’s issues a proceed with caution to those organizations considering a program, adding that a corporate sustainability program must be able show the public that it provides a significant contribution to saving the planet. Read the full article from Chief Executive Magazine

Today every sector, public and private, are feeling the pressure to do something green. Research clearly shows that consumers want to feel comfortable with the products they purchase and investors consider the soundness of a company’s reputation as a critical factor in their decision-making process. Even current or potential employees want work for a company they can stand behind and feel good about. However, as this story points out, going green may not be a good fit for every organization and the danger of a poorly conceived or inaccurately conveyed program can become a public relations nightmare. Companies must be prepared to demonstrate the authenticity of their green practices, actively seek the input of environmental advocates, and recognize that if they make a claim – be ready to verify and defend – especially among environmental bloggers and social media players – they will move quickly and en masse to attack the truthfulness of the program and the credibility of the company.

Recently the PEW Research Center ask this question and here are the results – http://pewhispanic.org/files/reports/111.pdf

This is a very interesting report to read.

At 50 million strong, U.S. Latinos are racking up triple-digit growth from the nation’s heartland to the apple orchards of Maine to the Rio Grande Valley, as a product of high fertility rates, increased life expectancy and labor-driven immigration.

Most Latinos live in America legally, speak English and pay taxes. With traditional family values, Latinos are defined by a strong work ethic and loyalty to family, God and country. Despite immense contributions to the economic and political stability of the country, many myths continue to plague American Latinos.

Even the terms that describe these Americans are a source of pride and confusion.

‘Hispanic’ is the term used to identify the group in most U.S. government publications, yet the term’s historical reference elicits controversy in many communities. The term ‘Latino’ is deemed more inclusive and gaining acceptance among the general public.

American Latinos comprise the third largest Latino population on the face of the Earth behind Mexico and Colombia. The Latino impact on America’s landscape is evident in virtually every facet of life – from the big screen, to the small screen to the computer screen or from the schoolhouse, to the jailhouse to the White House. It’s been said that brown is the new green.

Latinos are a product of one of the most important migration streams of the 20^th century, constituting more than half of all immigrants to America. The most mobile of all communities, nearly six-in-ten Latino immigrants arrive from Mexico playing a pivotal role in our nation’s labor force.

As the second-largest minority group in America, and the fasting growing community in the country, Latinos are characterized by an incredibly diverse culture, rapid growth and unprecedented buying power topping $700 billion.

This year the carreñogroup along with the Lone Star Leadership & Policy Center will be publishing a report on American Latinos titled The State of the Latino Nation. If you would like to receive a copy please let us know by subscribing to our RSS feed.

So what do we call ourselves?

For decades Latinos have debated over the question of what to call themselves. This struggle for a national identity in the United States is evident in the myriad polls posing the question to Latinos across the country: Do you refer to yourself as ‘Hispanic’ or ‘Latino’?

Most surveys reveal a slight preference for ‘Hispanic’ in general usage; however the term elicits more controversy than ‘Latino’. Deciding on a term of national Latino identity involves generational, social and political considerations.

A recent Presidential tracking poll of Latinos found regional leanings as well; Texans liked ‘Hispanic’, while California and New York preference was almost evenly split, in Illinois they prefer Latino, and in New Mexico they are Hispano. When addressing each other, most Latinos exercise sensitivity when referencing national origin but tend to be less guarded themselves, responding to either ‘Hispanic’ or ‘Latino’.

When offered the choice, most Latinos prefer ‘none of the above’ opting for a term closer to their national origin. A 2006 poll of first-generation Latinos found that one-third prefer ‘Hispanic’, one-third called themselves ‘Latinos’, and one-third referred to themselves by their country of origin.

Choosing one term to identify such a diverse people may be an exercise in futility.

Hispanic

U.S.-born Latinos prefer to identify themselves as ‘Hispanic’. These more acculturated, second- and third-generation Latinos tend to be young, conservative registered voters and regard the term as politically correct.

Critics of the term ‘Hispanic’ describe it as an attempt to homogenize all Latinos – a carefree generic labeling by the dominant socio-political power structure. The term first appeared on government publications, notably the 1970 Census, and has now become ingrained in our daily language. President Richard Nixon receives most of the blame for introducing ‘Hispanic’ into the American lexicon.

Latino

“Latino” is preferred by older or more liberal Latinos many with histories of political activism and radical tendencies. The term is deemed more inclusive than ‘Hispanic’ dating back to ancient Rome and the Latin romance language.

Latina Magazine chose its name with the help of focus groups which found that women responded more positively to the term ‘Latina’, but uses both ‘Hispanic’ and ‘Latino’ interchangeably within its pages.

Media usage of the term varies as well. Spanish-language media almost exclusively uses “Latino” with few exceptions. English-language media interchanges between “Latino” and “Hispanic.”

The term “Latino” seems to be gaining broader appeal, or could it be that those who prefer “Latino” are just louder?

So at the end of the day choosing the correct term is all based on regional/political bias and on personal preference.

Origin of “Hispanic”

‘Hispanic’ is the term used to identify the group in most U.S. government publications, yet the term’s historical reference elicits controversy in many communities.

For 20,000 years, the Iberian Peninsula had been inhabited by North African expansion into what is now considered the homeland of the Caucasian race. When the Phoenicians arrived at Europe’s western-most peninsula in the eighth century BC, they christened her, Hispania.

Hispania was invaded from the north and the south by the Celts and the Greeks during the sixth century BC, near the borders of the Basques. The Greeks introduced philosophy and theater along with the cultivation of olive trees and vineyards.

From the second century BC to approximately 400 AD, the Romans dominated Hispania, leaving behind 600 years of cultural influence, most noteworthy, Roman judicial law and the Latin language. The most significant derivative of Latin, the Spanish language is spoken today by half a billion people.

The Goths and Vandals invaded Hispania in 408 AD bringing with them a legacy of cattle breeding, ranching and bullfighting. Nomadic gypsies introduced flamenco dancing.

In the seventh century AD, Islamic Arabs invaded the peninsula. The kingdom of Portugal was established in the twelfth century with the imposition of a separate Latin dialect. 500 years later El Cid initiated the Christian reconquest of Hispania.

At the close of the fifteenth century AD, the Catholic Kings – Castile and Aragon – united and expelled the Arabs and all other non-Christians forming Spain. In 1492, they financed the greatest expedition in the history of humanity, the conquest of the Americas.

Most Latinos are a blend of Hispanic and African immigrants and pre-Columbian ancestors sharing a rich, diverse heritage.

I am just beginning to take Twitter seriously a few weeks ago, I find it very user friendly and I think it adds more overall value for branding and communicating than other social media website. However, here’s an interesting article by Gyutae Park (Winning the Web) on using Twitter – http://www.winningtheweb.com/twitter-seo-optimize-search.php

Media Daily News

March 31, 2009

Coke has launched a new iteration of its “Destapa La Felicidad” (“Open Happiness”) Hispanic-arket campaign.The new effort, bearing the tag “Destapa Tus Sueños” or “Unleash Your Dreams,” includes new point-of-sale, shopper experiences, consumer promotions, television, radio, print and out-of-home advertising, and mobile, digital and music components.

Two TV spots with a “dreams” theme are running on Spanish-language networks, including Univision, Telemundo and TeleFutura. One shows a father drinking a Coke after a long day’s work. He glances at his daughter playing with a stethoscope and imagines her becoming a surgeon.

The “Destapa La Felicidad” effort, itself an evolution of the “El Lado Coca-Cola de la Vida” (“Coke Side of Life”) campaign, began with a promotion on March 1 around its “Telenovela Club” platform. That promotion includes a sweepstakes for the chance to meet two telenovela stars.

Hispanic-market efforts this year also include national advertising and public relations featuring the Mexican National Team in the U.S.

Reinaldo Padua, assistant vice president/Hispanic marketing Coca-Cola North America, says the effort is intended to create “a more personal connection” to Hispanic consumers. “Through ‘El Lado Coca-Cola de la Vida,’ we found the voice of the brand again. People reminded us that Coca-Cola is about optimism, quiet confidence, leadership, fun and wit. This led us to create an updated call to action: ‘Destapa La Felicidad’,” he says.

He says the Coca-Cola Telenovela Club is one of the most successful programs Coke has for Hispanic consumers. “And due to its success, in 2009 we will continue the program.” The promotion will continue to run through My Coke Rewards/Mis Premio, Coca-Cola and participating retailers in Hispanic markets.

Padua says in-store elements include point-of-sale in meat departments and bakeries at supermarkets to Novelas or Fútbol activations in beverage aisles, deli and produce sections.

This past week I was reading Network Week and saw a story on using Skype on cell phones. This is a great story and I think we should all read it.

http://www.networkworld.com/news/2009/033009-mobile-skype-the-end-of.html?page=1

When VOIP comes to our cell phones it will be one more opportunity to communicate in a cost effective manner.

If you are not using Skype yet at home or at the office you need to start now!  Free Calls To Skype Users, Free Video Calls, Download For Free.

www.Skype.com

Do you write a news blog for your site that keeps people coming back for more? If not, you’re missing out on the perfect opportunity to market your site or your product. When people sign up for a newsletter, they’re holding the door open for you.

Before you start your new blog, think through these ideas:

1. What is your goal in writing the news blog? Do you want to market your site, or your services/product?

2. Who will be reading the news blog? Do you have a list of people who have subscribed from your site? What demographic information do you know about them? Your attitude should depend on this.

3. What can you say in your blog to achieve your goal? How do you connect your readers to your services/product?

Writing a good newsletter – one that catches the reader’s attention and appeals to him/her in some way – isn’t a mysterious, difficult thing, but there are a few things to remember as you write.

· First, forget about using exclamation points. Write in a friendly way; don’t sound like you are attempting to sell them something. Read your newsletter out loud, and if it sounds silly, it probably is.

· Readers want to know what you’re talking about. Get straight to the point of what you want to say. Make room for a special tip or secret that they won’t find easily anywhere else – even on your site. This keeps up the interest and keeps you from losing subscribers.

· Link to your site and don’t be shy about it. If what you’re saying interests people, they’ll want more of it. How many times do people read a blog or newsletter from top to bottom looking for a link to the meat the blog/newsletter promised, and give up?

· Don’t give it all away, though, and don’t fill your blog with nothing but links. Give the reader a taste of what they will find on your site. The idea is to whet the appetite, not satisfy it.

· Use a part of your blog to interest the reader, then give them the URL in a clickable form so they can go read the rest of it. Make it as easy as you can for your reader to get from your blog to your site.

· Break up the text into paragraphs of two or three sentences. Long, run on paragraphs are hard to read and most readers will lose interest quickly. Your job is to keep them interested in what you have to say.

· Never write anything that could possibly be construed to be an insult or demeaning in any way to anyone – gender, race, religion and politics included.

· Include things like “Feel free to send/forward this blog to a friend.” If you want to encourage return email, include a clickable return address, thus: mailto:yourname@yourdomain.com

· Spell check – proofread and edit thoroughly! Let it cool for a few hours and read it again. Be meticulous in grammar. If you can, have someone else proofread it. It’s hard to catch your own mistakes.

When you’re satisfied that you’ve done your very best, hit the ’send’ button. You’ve just impressed hundreds or even thousands of people. Isn’t the power of the internet wonderful!

Consumers are abandoning traditional subscription plans, which may curb growth for AT&T, Verizon Wireless, Sprint, and T-Mobile

By Olga Kharif

March 20, 2009 –  BusinessWeek

It looked, for a while, like the wireless industry might shrug off the worst of the recession. AT&T (T), the biggest U.S. phone company, in January reported a respectable 13.2% increase in fourth-quarter wireless sales, fueled by strong subscriber gains. Things were looking up this year, too. Surveys showed consumers would rather reduce purchases even of food and clothing before ditching cell phones.

It was nice while it lasted. Fresh survey data show that U.S. consumers are rapidly switching to cheaper calling plans, often choosing so-called prepaid packages that give carriers smaller, less predictable revenue streams.

On Mar. 19, Washington think tank New Millennium Research Council (NMRC) released results of a survey showing that 17% of Americans have already switched from contract-based plans to cheaper prepaid services in the past six months due to concerns about their jobs and the recession. Those sticking with contracts are migrating to cheaper plans and cutting such extras as texting and e-mail. “Millions of Americans are on the verge of discontinuing expensive cell-phone plans,” says Graham Hueber, a senior researcher at the Opinion Research Corp., which conducted the study commissioned by the NMRC.

Fewer Minutes, Less Texting

Other evidence also suggests consumers are taking a closer look at their wireless bills. Of 2,151 U.S. cell-phone users surveyed online by JupiterResearch in November, one-third were considering cutting back on wireless spending and the number of minutes and texts they use. In February, Sprint Nextel (S) indicated that “economic uncertainty” was partly to blame for a sales decline and customer losses in the fourth quarter.

One maker of air cards, Sierra Wireless (SW), announced on Jan. 29 it would lay off 10% of its workforce amid a drop in fourth-quarter revenue. “We are going to see more and more of this in the U.S. and the rest of the world,” says Carrie Pawsey, senior analyst at researcher Ovum.

Of course, some carriers are faring better than others. “Despite the economic environment, we grew revenues in 2008, and I expect 2009 will be another year of overall revenue growth and solid progress for our company,” AT&T Chief Executive Randall Stephenson said during the company’s January earnings call. AT&T wouldn’t say whether it’s seeing an impact from the worsening economy now.

And Fewer Data Cards, Too

But consumer cutbacks are sure to catch up with carriers in the coming months, and those reductions could result in slower revenue and customer growth. Of U.S. consumers who have wireless contracts, almost 40%, or 60.3 million, are likely to curtail cell-phone spending to save money if the economy worsens in the next six months, according to the NMRC survey. Some 41% of survey respondents are considering paring back on extras like text messaging. Many already are scaling back on data cards for computers, which, according to wireless industry consultant Chetan Sharma, contribute about 12% of carriers’ data revenue.

Even smartphone users, typically among the most profitable customers, may soon trim usage. As professionals in finance and other industries continue to lose jobs, Sharma estimates that 10% to 20% of the people who own these souped-up, Web-surfing phones may downsize plans this year.

Smartphone users typically pay $70 to $200 a month for wireless service. As they reduce spending, U.S. wireless data revenue may grow only 15% this year, vs. 38% in 2008, Sharma estimates.

Carriers that specialize in prepaid calling may be among the few beneficiaries of cutbacks. Now, only about 15% of Americans use prepaid wireless plans, which can cost 50% to 75% less than contract-based plans. In contrast, 68% of Britons already use prepaid plans. “There’s clearly a lot of additional movement that could take place,” says Allen Hepner, a scholar at the NMRC. “Thanks to the recession, the U.S. marketplace is undergoing fundamental changes.” Indeed, prepaid may grow to 20% of the market by yearend, Sharma estimates. In the fourth quarter, prepaid customers accounted for 57% of new subscribers at T-Mobile USA, up from 23% a year earlier.

Widespread Defections

Some consumers are leaving the four largest carriers—AT&T, Verizon Wireless, Sprint, and T-Mobile—for smaller, prepaid carriers. In the fourth quarter, MetroPCS (PCS) saw net subscriber additions surge 74%, to 519,519, from a year earlier. In the same quarter, Sprint Nextel lost 1.3 million customers, most of them postpaid. Sprint executives are hopeful that the industry will nevertheless fare better than other areas of the economy. “We believe wireless has become so important in people’s lives, we won’t see as much impact as other industries.”

Providers of prepaid calling, typically considered the domain of younger callers or those with bad credit, are taking steps to make their plans more alluring by adding features and better phones. Such services as MetroPCS and Leap (LEAP) are available in more markets. On Mar. 9, Leap expanded into Philadelphia. Nowadays, users can purchase not only voice but also data plans that permit texting and e-mail.

And prepaid phones have turned from clunky to cool. On Mar. 10, MetroPCS introduced Research In Motion’s (RIMM) BlackBerry Curve 8330 smartphone, which features a Qwerty keyboard and rich multimedia capabilities, in many of its markets. For only $50 a month, without a contract, users of the device can talk, text, browse the Web, and send multimedia messages and e-mail. Steps like that are helping foster loyalty. Leap’s monthly subscriber turnover declined to 3.8% in the fourth quarter, from 4.2% a year earlier.

Developing War in Price Cutting?

Contract carriers are responding by updating and rolling out new prepaid plans and lowering prices. This year, T-Mobile USA began offering a $50-a-month unlimited voice plan to longtime subscribers to prevent them from leaving.

But the recent flurry of cheaper, unlimited plans from T-Mobile, Boost Mobile, Alltel, and Zer01 Mobile raises a red flag for Sanford C. Bernstein analyst Craig Moffett. “As growth slows, pricing [war] risk rises,” he wrote in a recent report. As more carriers start offering unlimited voice calling and data plans, they increasingly will have to compete on price.

The hope for some within the industry is that when economic prospects improve, “people will go back to postpaid” calling plans, Sharma says. But the more attractive prepaid plans become, the harder they will be to shake.

Kharif is a senior writer for BusinessWeek.com in Portland, Ore.