Page 13 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
Asked if the Hispanic market agency or the total market agency are the first ones to draft the social media efforts, Rios says it depends on the client and the situation. With different objectives and different points of view, there can be perhaps no one “owner” of social media – and perhaps that is a good thing.
Rios could not answer if social media ownership belonged to the public relations discipline, or to the advertising world. “No one completely owns it,” he says. “And, it will be case-by-case scenario of what entity to go to.”
In 2017, social media was in Rios’ view “a combination of both, plus creative.”
But, as brands are “a little more clear” in their social objectives, they will want their agencies to follow suit, he believes.
“If it is a PR initiative, the goal is to employ qualitative storytelling and ensuring the brand is aligned with a certain group of influencers,” Rios says. “That is the PR measurement of success.”
From an advertising perspective, social media work should be designed to be “very quantitative,” and wanting to hit the benchmarks set forth at the launch of the social campaign.
Rios says, “Let’s say there is a campaign on all major platforms. Each will offer analytics. Measurement can be different, but it comes down to what the purpose of the campaign. Was it a creative effort? Was it kind of a PR campaign?”
A MANLY EFFORT FOR A SOCIAL CERVEZA
Rios and Being Latino recently worked with a beer brand that gave his team much creative flexibility. “They really wanted to embrace the duality of being Latino and being Hispanic in their pitch to Hispanic men.”
The result was a social media campaign Rios believes “totally resonated” with the audience. It was a video that organically created conversations and virally mushroomed. In 48 hours, 1 million views were logged.
“There were tons of conversations about their personal experience, but also beer,” he says. “They were asking, ‘What beer is that?’ This is a prime example of what we should be doing all of the time.”
Few changes were made from the initial pitch idea. “We were able to do our thing, and the results spoke volumes,” Rios says.
Client accolades came to Rios for the effort, all praising him for gaining the creative flexibility to generate a culturally relevant effort without obstruction.
With video creators, content creators and influencers congregating in Miami for Hispanicize in mid-April, Rios is convinced the role of the influencer is not going to wane anytime in the near future.
“If there is a small, niche beauty brand targeting Afro-Latinas in New York, they have a segment of a segment of a segment of people,” he says. “They can use that to drive affinity