For State Farm and its partner agency Alma DDB, social media is critical to reaching Hispanic consumers. “We’re truly interested in having a relationship with them,” Ruben Rivera, Marketing Analyst at State Farm, told those in attendance for MediaPost’s Engage: Hispanics conference, on Tuesday. “We to engage with them.” And, the insurance brand takes that engagement very seriously. Closely tracking its popularity across social channels, State Farm favors content sharing, commenting, and like – in that order. It then divides by the reach particular fans to arrive at its engagement metric. Key to connecting with Hispanic audiences on social is Abuela Rosa -- a feisty grandmother that State Farm created to serve as the face of the brand. For State Farm, Abuela Rosa embodies its philosophy of living life confidently (with the right insurance company, of course).
Is the social going to drive sales instead of a print media campaign, instead of real investment in trusted Latino and Spanish-speaking media or is it a cost-cutting initiative that isn't that inexpensive?
If social media doesn't drive sales, why do we do it? http://s.hbr.org/17YPnWa