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

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 ...

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.

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

    • Example of Successful Marketing Model P PRODUCT PRICE P P PLACE P PROMOTION
    • Why we need a new marketing model Innovation Technology Community and Content Social Listening and Research Changing Demographics of America
    • “Latinized” Marketing model for 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
    • scuche a su audiencia (Listen to your audience)
    • scuche: Listen for Marketing Trends Salsa (red) versus Ketchup (blue) Source: Google Trends 2013
    • scuche: Listen for Marketing Trends Tacos (blue) versus Hamburgers (red) Source: Google Trends 2013
    • scuche: Listen for Marketing Trends Tabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue) Source: Google Trends 2013
    • scuche: Listen for Marketing Trends Food Trucks (blue) Source: Google Trends 2013
    • scuche: Listening for Influencers
    • 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
    • eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)
    • eXperimiente como usuario - Profiles Nurse’s perspective Patient’s perspective Prefers to remove bandages quickly Prefers bandages removed slowly
    • eXperimiente como usuario - Profiles Company perspective Customer perspective
    • Develop your strategy using user profiles •  Your goal •  Target audience(s) •  Your message •  Social platforms •  Media plan
    • Profiles Help Us Avoid Monolithic Thinking “Ms. Davis, get us some binders full of Latinos.”
    • User-Centered Design and Marketing
    • User-Centered Design and Marketing
    • ntegrate your communication channels
    • ntegrate Multicultural Marketing
    • ntegrate Multicultural Marketing
    • ransform your audience into communities
    • Magnetic Content attracts customers.
    • ransform your audience into Communities
    • ransform your audience into communities
    • ransform your audience into communities Capturing the stories of multicultural employees and founders
    • ptimize
    • ptimize To improve is to change; To be perfect is to change often - Sir Winston Churchill
    • Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
    • Brand Sends Free, Personalized Recipes via Twitter
    • “Latinized” Marketing model for 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
    • What’s Next?
    • Gracias! Joe@Kutchera.net Free copy of book for first 5 people to sign up for free advisory session on: •  •  •  Social media listening study Content strategy and brand storytelling Latin-inspired product innovation