5 steps to innovative, digital, latin-inspired marketing

@JoeKutchera ©2013

@JoeKutchera ©2013

Example of Successful Marketing Model

PPRODUCT

PPLACE

PPRICE

PPROMOTION

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Why we need a new marketing model

Technology Community and Content

Innovation

Social Listening and Research

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scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user) ntegrate your communications channels ransform your audience into communities ptimize

Marketing model for the era of social media

@JoeKutchera ©2013

scuche a su audiencia (Listen to your audience)

@JoeKutchera ©2013

scuche: Listening for Influencers

C. Steven Tucker, founder and owner of SBIS Incorporated: 10,264 Twitter followers

Ron Bohning, founder of Trinity Insurance: 49,760 Twitter followers

Source: Klout.com – Influencer Index

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scuche: Listening for content needs

@JoeKutchera ©2013

The Rules of Social Media Were Actually Written Long Before the Internet

Malcolm Forbes “To seduce almost anyone, ask for and listen to his opinion.”

Dale Carnegie on “How to Win Friends”

•  Be a good listener

•  Encourage others to talk about themselves

@JoeKutchera ©2013

eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)

@JoeKutchera ©2013

Nurse’s perspective Prefers to remove bandages

quickly

Patient’s perspective Prefers bandages removed

slowly

eXperimiente como usuario - Profiles

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Company perspective Customer perspective

eXperimiente como usuario - Profiles

@JoeKutchera ©2013

Develop your strategy using user profiles

•  Your goal

•  Target audience(s)

•  Your message

•  Social networks

•  Media plan

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Profiles Help Us Avoid Monolithic Thinking

“Ms. Davis, get us some binders full of Latinos.”

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eXperimente como usuario - profiles

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User-Centered Design and Marketing

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ransform your audience into communities

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Learning Lessons from Stories

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The Power of Stories in Business

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ransform your audience into communities

@JoeKutchera ©2013

•  Name: Mala Suerte (bad luck) •  Occupation: To represent the

bad luck you will encounter one day. You can’t escape him….

•  Characteristics: Composed, suave,calculated

•  Pet cat: “Lucky” •  Motto: “I’m Bad Luck. I could

cross your path at any moment.”

•  Arch Nemesis: Allstate

ransform your audience into communities

@JoeKutchera ©2013

ransform your audience into communities

@JoeKutchera ©2013

ransform your audience into communities

@JoeKutchera ©2013

My father, the president at Empire Fish Company, regularly took photos of the employees and posted them on the bulletin board. He also wrote a brief story about each new employee. It provided the team with a sense of pride in their work. Employees stayed with the company for decades.

ransform your audience into Communities

@JoeKutchera ©2013

ptimize

@JoeKutchera ©2013

To improve is to change; To be perfect is to change often

- Sir Winston Churchill

ptimize

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•  Does your profile have… –  A professional photo? –  Your city and state? –  A title that highlights the value you offer clients? –  Client testimonials?

•  Establish yourself as industry thought leader –  Do you share relevant articles/links? –  Industry trade groups?

•  Have you invited your clients and vendors to connect on the largest professional social network?

ptimize your profile on

@JoeKutchera ©2013

scuche a su audiencia (listen to your audience) perimente como usuario (put yourself in shoes of user) ntegrate your communications channels ransform your audience into communities ptimize

Marketing model for the era of social media

@JoeKutchera ©2013

Gracias! Joe@Kutchera.net Free copy of book for first 5 people to sign up for free advisory session on: •  Social media listening research •  Content strategy •  Latin inspired product innovation •  Brand storytelling