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2017 Hispanic Social Marketing Report
While it can be exciting to show off increasing follower counts and mentions, business owners want to see engagement and lifetime value from their established clientele. This is where Retention KPIs can come in.
Among the criteria to consider in this area are:
• The number of positive customer care outcomes
• Lifetime Value (LTV) per customer
• Average response time for a customer care inquiry
• Net follower growth
Then, of course, is the benefit of a user endorsement.
“Developing and presenting social proof helps your brand win over consumer confidence,” Kanter says. “At the same time, you increase your odds of building deeper relationships with your customers. When your customers see other fans engaging with your brand, they are more likely to do so too.”
HMO ● AGENCIES
THE AMOEBA-LIKE STATE OF SOCIAL MEDIA TODAY
At New York-based Hispanic-focused shop d expósito & Partners, everything accomplished as an independent Hispanic agency is intended to help its clients establish deep relationships with the Latino consumer.
That includes, of course, millennials.
Gloria Constanza, a partner and Chief Contact Strategist at d expósito, keeps a steady eye on the ever-changing state of social marketing.
“The social media landscape is a phenomenon that changes by the minute – what is trending today is old tomorrow,” she says. “Therefore, we always evaluate what is the latest new player out there that our Hispanic consumer is engaging with the most. In general, we use the top social media platforms such as Facebook, Twitter, Pinterest and
Instagram, and we are recently starting to evaluate a test with Snapchat.”
Naturally, which platform to use depends on the clients’ objectives/KPIs and target audience to pursue. That’s where d expósito turns to working within premium networks of bloggers or marketing influencers and celebrities to drive the word-of-mouth factor that leads to trust.
As with anything, there is always one player that receives greater support, and for Constanza that is certainly Facebook. “Facebook provides the largest reach and