ana multicultural - how to listen to, engage and develop content for multicultural audiences on...

Download ANA Multicultural - How to listen to, engage and develop content for multicultural audiences on social media - November 2013

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Learn how to identify Latino, African-American, and Asian influencers online and develop culturally customized content that can attract your target audience to social platforms and retail stores. The best place to reach both targeted and total market influencers online is when they photograph products on Instagram, check into retail stores and restaurants on Foursquare, and search for products from retail aisles on their cell phones. This presentation will outline how your company can track emerging cultural trends; and tell better stories to engage audiences on your website, social media properties, and in retail stores.

TRANSCRIPT

  • 1.Example of Successful Marketing Model PPRODUCTPRICEPPPLACEPPROMOTION

2. Why we need a new marketing modelInnovation Technology Community and Content Social Listening and ResearchChanging Demographics of America 3. Latinized Marketing model for era of social mediascuche a su audiencia (listen to your audience)perimente como usuario (put yourself in shoes of user)ntegrate your communications channelsransform your audience into communitiesptimize 4. scuche a su audiencia (Listen to your audience) 5. scuche: Listen for Marketing TrendsSalsa (red) versus Ketchup (blue) Source: Google Trends 2013 6. scuche: Listen for Marketing TrendsTacos (blue) versus Hamburgers (red) Source: Google Trends 2013 7. scuche: Listen for Marketing TrendsTabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue) Source: Google Trends 2013 8. scuche: Listen for Marketing TrendsFood Trucks (blue) Source: Google Trends 2013 9. scuche: Listening for Inuencers 10. The Rules of Social Media Were Actually Written Long Before the InternetMalcolm ForbesTo 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 11. eXperimente como usuario, a travs de "perles(Put yourself in the shoes of the user, using proles) 12. eXperimiente como usuario - Proles Nurses perspective Patients perspective Prefers to remove bandages quickly Prefers bandages removed slowly 13. eXperimiente como usuario - Proles Company perspective Customer perspective 14. Develop your strategy using user proles Your goal Target audience(s) Your message Social platforms Media plan 15. Proles Help Us Avoid Monolithic Thinking Ms. Davis, get us some binders full of Latinos. 16. User-Centered Design and Marketing 17. User-Centered Design and Marketing 18. ntegrate your communication channels 19. ntegrate Multicultural Marketing 20. ntegrate Multicultural Marketing 21. ransform your audience into communities 22. Magnetic Content attracts customers. 23. ransform your audience into Communities 24. ransform your audience into communities 25. ransform your audience into communities Capturing the stories of multicultural employees and founders 26. ptimize 27. ptimize To improve is to change;To be perfect is tochange often - Sir Winston Churchill 28. Fashion Retailer C&A Displays Facebook likes for Items in its Real-World Stores 29. Brand Sends Free, Personalized Recipes via Twitter 30. Latinized Marketing model for era of social mediascuche a su audiencia (listen to your audience)perimente como usuario (put yourself in shoes of user)ntegrate your communications channelsransform your audience into communitiesptimize 31. Whats Next? 32. Gracias!Joe@Kutchera.net Free copy of book for rst 5 people to sign up for free advisory session on: Social media listening studyContent strategy and brand storytellingLatin-inspired product innovation