@JoeKutchera ©2013
Example of Successful Marketing Model

P

PRODUCT

PRICE

P

P

PLACE

P

PROMOTION

@JoeKutchera ©2013
Why we need a new marketing model
Innovation

Community
and Content

Technology

Social Listening and
Research

@JoeKutche...
Marketing model for the era of social media
scuche a su audiencia (listen to your audience)
perimente como usuario (put yo...
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 ...
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 ...
eXperimente como usuario, a través de "perfiles”
(Put yourself in the shoes of the user, using profiles)

@JoeKutchera ©20...
eXperimiente como usuario - Profiles

Nurse’s perspective

Patient’s perspective

Prefers to remove bandages
quickly

Pref...
eXperimiente como usuario - Profiles

Company perspective

Customer perspective

@JoeKutchera ©2013
Develop your strategy using user profiles
•  Your goal
•  Target
audience(s)
•  Your message
•  Social networks
•  Media p...
Profiles Help Us Avoid Monolithic Thinking

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

@JoeKutchera ©2013
eXperimente como usuario - profiles

@JoeKutchera ©2013
User-Centered Design and Marketing

@JoeKutchera ©2013
ransform your audience into communities

@JoeKutchera ©2013
Learning Lessons from Stories

@JoeKutchera ©2013
The Power of Stories in Business

@JoeKutchera ©2013
ransform your audience into communities

@JoeKutchera ©2013
ransform your audience into communities
•  Name: Mala Suerte (bad luck)
•  Occupation: To represent the
bad luck you will ...
ransform your audience into communities

@JoeKutchera ©2013
ransform your audience into communities

@JoeKutchera ©2013
ransform your audience into Communities
My father, the president at Empire Fish Company, regularly took photos of the
empl...
ptimize

@JoeKutchera ©2013
ptimize

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

- Sir Winston Churchill

@JoeKutchera ©2013
ptimize your profile on
•  Does your profile have…
– 
– 
– 
– 

A professional photo?
Your city and state?
A title that hi...
Marketing model for the era of social media
scuche a su audiencia (listen to your audience)
perimente como usuario (put yo...
Gracias!
Joe@Kutchera.net
Free copy of book for first
5 people to sign up for
free advisory session on:
• 
• 
• 
• 

Socia...
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5 Steps to Innovative, Digital, Latin-Inspired Marketing

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Future Forum 2013: Presented by the Economic Alliance of Northern Santa Barbara County

Published in: Marketing, Business, Technology
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5 Steps to Innovative, Digital, Latin-Inspired Marketing

  1. 1. @JoeKutchera ©2013
  2. 2. Example of Successful Marketing Model P PRODUCT PRICE P P PLACE P PROMOTION @JoeKutchera ©2013
  3. 3. Why we need a new marketing model Innovation Community and Content Technology Social Listening and Research @JoeKutchera ©2013
  4. 4. Marketing model for the era of social media 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 @JoeKutchera ©2013
  5. 5. scuche a su audiencia (Listen to your audience) @JoeKutchera ©2013
  6. 6. 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 @JoeKutchera ©2013
  7. 7. scuche: Listening for content needs @JoeKutchera ©2013
  8. 8. 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
  9. 9. eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles) @JoeKutchera ©2013
  10. 10. eXperimiente como usuario - Profiles Nurse’s perspective Patient’s perspective Prefers to remove bandages quickly Prefers bandages removed slowly @JoeKutchera ©2013
  11. 11. eXperimiente como usuario - Profiles Company perspective Customer perspective @JoeKutchera ©2013
  12. 12. Develop your strategy using user profiles •  Your goal •  Target audience(s) •  Your message •  Social networks •  Media plan @JoeKutchera ©2013
  13. 13. Profiles Help Us Avoid Monolithic Thinking “Ms. Davis, get us some binders full of Latinos.” @JoeKutchera ©2013
  14. 14. eXperimente como usuario - profiles @JoeKutchera ©2013
  15. 15. User-Centered Design and Marketing @JoeKutchera ©2013
  16. 16. ransform your audience into communities @JoeKutchera ©2013
  17. 17. Learning Lessons from Stories @JoeKutchera ©2013
  18. 18. The Power of Stories in Business @JoeKutchera ©2013
  19. 19. ransform your audience into communities @JoeKutchera ©2013
  20. 20. ransform your audience into communities •  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 @JoeKutchera ©2013
  21. 21. ransform your audience into communities @JoeKutchera ©2013
  22. 22. ransform your audience into communities @JoeKutchera ©2013
  23. 23. ransform your audience into Communities 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. @JoeKutchera ©2013
  24. 24. ptimize @JoeKutchera ©2013
  25. 25. ptimize To improve is to change; To be perfect is to change often - Sir Winston Churchill @JoeKutchera ©2013
  26. 26. ptimize your profile on •  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? @JoeKutchera ©2013
  27. 27. Marketing model for the era of social media 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 @JoeKutchera ©2013
  28. 28. 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 @JoeKutchera ©2013

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