Precision Digital Team Retreats to Move Forward
Reflections on using influencers, reaching Hispanic audiences, and retiring toolkits
The Precision Digital team recently reunited in New York City for an annual team retreat – both to connect in person and to learn from one another about successful strategies and tactics.
We packed our two day retreat right to the core, with a ton of sessions around strategy, platform specific social, email programs, organization, project management, and more. Deep dives into digital topics are what we do at Precision. We love improving our craft and learning from every client project, but when we get the chance to lean into our teammates’ expertise we not only expand our skill sets- we get to see their vision. It’s just too much ground to cover in one blog, but we’ve laid out three of our biggest takeaways and insights below.
Influencers | When and How to Use Them Well
— Digital Principals Eleanor Frost and Eliot Harrison
When a client asks us about an influencer strategy, our first question is to understand what they mean by “influencer”.
Influencers are people who shape opinions and drive purchasing decisions through their social media presence. Their content is often less produced, and focused on community building and engagement. But they come in lots of different sizes!
And influencers can serve a number of purposes, including:
We got granular on how to align a client’s budget with the right messenger –
Strategically Engaging Hispanic Audiences
— Associate Vice President & Head of Spanish Language and Hispanic Culture Specialty Daniel Hernández Marrero
Hispanics, who trace their roots to over 20 countries in Latin America and the Caribbean, are projected to reach over 111M by 2060 – about 30% of the U.S. population. More and more often we are creating Spanish/Hispanic specific strategies for clients, but it’s critical they are not cookie-cutter or just English translations.
In this training, Daniel walked through how to create culturally relevant content. For example, if there is one Spanish-only speaker in a household, we have found Spanish-first content performs better for everyone in that household.
One of the most important things to keep in mind is Hispanics have different media consumption habits than other groups. Over 40% use YouTube for news on a weekly basis and almost 70% use WhatsApp. And Spanish-language radio, with news programs and sports coverage from native countries, remains a dominant medium.
Check out our Spanish Language and Hispanics Culture Speciality for more details on how we approach campaigns targeting Hispanic audiences.
Death to Toolkits | The Future of Coalition Social
— Associate Vice Presidents Nick Totin and Monzurat Oni
Engaging your brand’s community is a critical component to furthering conversation and building trust amongst your audience, but asking the public to share their opinions can feel intimidating and unwieldy. Brands have historically relied on the ‘toolkit’ approach to build coalition support; asking community members to share canned content from their profiles. To create and further authentic engagement across social channels, digital teams should focus on providing general direction to supporters being asked to share their message and move away from the copy & paste approach.
Toolkits vs. Relevant Tools
