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2017 Hispanic Social Marketing Report
Social marketing from Castells & Asociados has involved the use of Spanish, “Spanglish” and English, depending on what the client’s needs are as determined by the agency.
It also involves the extension of many customer service needs.
“We can respond to anything negative related to the brand,” Castells-Heard notes.
Asked if this came as a result of client demand, as they didn’t have the staff best- equipped to handle a Hispanic social marketing effort, she adds, “We organically came up with customer service. In another case, it was a client request.”
Either way, Castells-Heard says, “They get that it is a part of the overall marketing mix and understand that anything they do can extend the product relationship and the brand.”
The best social media efforts also relate to what a company believes in and supports – two things that prove highly important to Latinos and millennials alike.
“The fact that they are so responsive, and are treating customers correctly is a key way to build social currency,” she says of her social media clients.
Even so, Castells-Heard says a good client relationship with the Hispanic social media user “depends on how sophisticated and far along they are” in terms of leveraging social media as a key marketing tool.
Activity In Unison
With the Hispanic social marketing efforts for McDonald’s, Castells & Asociados handles 20 co-ops stretching from the Baltimore-Washington corridor to the western U.S.
“We are always aware of what the other partner is doing,” Castells-Heard says. “Everybody gets briefed together. It’s an open relationship.”
It’s the same thing at Toyota, which sees Castells & Asociados working in sync with the automotive brand’s Hispanic market agency of record, Conill. “We will not deviate from the overall brand,” Castells-Heard says.
Meanwhile, when it comes down to which social media platforms to use, there’s usually no question as to which one is the most dominant.
“Twitter is a secondary social media platform,” Castells-Heard notes. “It’s about even to Pinterest in terms of the Hispanic user. Facebook is still the big enchilada, and a part of that is just the size, and the optimization, metrics and language targeting they have. It makes it easier to support and show results. We use Facebook Latino across the board.”
Testing Snapchat with one client, but it’s just not there yet. But we think it will be. The bottom line for the client remains ROI. How is that measured?
“We look at a variety of measurements – exposure, impressions, reach, engagements,” Castells-Heard says. “We look at clicks on the links to the website and then if we add on