Another Latina Smart blogger, Afro-Latina chef Bren Herrera,
blogs at Flanboyant Eats,
while fashion and beauty blogger Mercedes Sanchez ponders at
BeChicMag.com whether it's too early in the
season to wear white.
One post, an interview with a Dominican high-school senior about
to choose a college, is about the new Latino dream: graduating from
To further that theme, Mr. Snyder said Kmart may partner with an
educational foundation as part of the Latina Smart program. He also
envisions taking online the Hispanic celebrities who have product
lines at Kmart: actresses Sofia Vergara and Selena Gomez, and
former talk show host Cristina Saralegui, who has a home-goods line
"We could take Sofia and Cristina and Selena into Latina Smart
through Twitter parties, Facebook and videos," he said.
As a sponsor of People en Espanol's party celebrating its "50
Mas Bellos" ("50 Most Beautiful") issue during the Hispanic upfront
this week in New York, Kmart will have a promotional space to help
kick off Latina Smart. The Latina Smart program was created by
Kmart's agency, DraftFCB.
Hispanics account for 16% of the U.S. population but Mr. Snyder
declined to say how many Kmart consumers are Hispanic.
Marketers such as Kmart have been inspired by the second-annual
Hispanic PR and Social Media Conference that drew 429 people --
including almost 100 bloggers and multicultural marketing execs
from companies such as Ford Motor Co., Walmart, General Motors,
PepsiCo, Kraft and Southwest Airlines -- last month in Los Angeles.
Manny Ruiz, founder of the event's organizer, Hispanicize, also
launched at the conference a Latina mom bloggers' network that is
available to marketers.
Mr. Ruiz, who claims to be the only Hispanic dad blogger in the
U.S., at year-old PapiBlogger, will
embark in July on his second annual all-blogging road trip with his
wife and three kids, ages 2, 7 and 11. The first road-trip,
covering 12,000 miles in 33 states last summer, was sponsored by
McDonald's Corp., Buick, Sprint and Sony. Mr. Ruiz said Chevy will
sponsor the PapiMobile again this year, and other sponsors are
In another sign of growing interest in reaching Hispanics
through social media, social-networking site CafeMom hired Hispanic
media expert Lucia Ballas-Traynor this month to develop a site for
Latina moms. Ms. Ballas-Traynor left her job as publisher of People
en Espanol in April.
But use of social media in the Hispanic market still lags the
general market. A recent survey by Hispanicize and other Hispanic
groups found that 92% of the 202 respondents said they have
social-media programs, while only 45% target the Hispanic market
through social media.