Page 23 - HSMR2017-2

2017 Hispanic Social Marketing Report
For Rosa, social marketing provides an opportunity for “inside out” branding. That’s how he defines an effort that is steeped in authentic values.
“What social media did was give birth to an age of empowerment, and because we could believe in those things we could adapt to that easily and become an authentic part of that community,” Rosa says. “We went from an outcast to everyone wanting to dance with us.”
Rosa also believes that millennials – a key segment of social media consumers – are the “most misunderstood” group of consumers today.
“They are empowered, and grew up with technology we didn’t have,” he says, speaking for Generation X and older marketing industry professionals.
A Perfect Micro-Segmentation Opportunity
“We are willing to do the hard work to do the multiple executions, and drive the ROI where necessary.”
That’s what Sadlier says about the (add)ventures approach to social marketing.
For a dental insurance company with a presence among online Hispanics in Chicago, Miami, Phoenix, and parts of Texas, segmented targeting in Facebook ads was a process that allowed the brand to work with the (add)ventures team to think about how to best talk to the consumer in each region.
The customization is, to Sadlier, Rosa and Velez, another extension of how social media can best connect to the consumer.
“It comes down to putting all of the analytics into the audience,” Rosa says.
Another advantage of social marketing is the ability to take a multidisciplinary approach to what the final effort will be. “We have that human factor, with engineers that can craft a digital experience,” he says. “These are designers that can take that brand message to the U.S. Hispanic market.”
What social media comes down to, Rosa concludes, is “the emotion behind the numbers.”
He says, “We are not just a firm out there to get you x-number of hits on YouTube. We’re looking at a holistic approach to social media.”
Sadlier adds that the dollars for social marketing could at times come out of a communication budget. Or, it could come out of a public relations budget. What’s important for the CMO to understand is that firms such as (add)venture don’t replace anyone.”
Asked what he thinks of social media, Rosa has perhaps a keen perspective that others may wish to adopt.