Latism 2011 - Storytelling in Social Media

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With Oscar Castro from Sears and Ted Rubin

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  • give that book to friends that have kids 25 years later Bonds created by characters in those stories These become the stories of our lives: the touchstones It’s how we learned our 1 st lessons and every lesson after that
  • In preparing for this presentation, I remembered a quote from the management guru Peter Drucker who wrote over 30 books about business. When asked by FORTUNE magazine, what is your favorite business book, does anyone here know what he said? “I don’t read business books, I read Shakespeare.” Which goes to show why Harvard Business school uses stories to teach business problems for its students. Stories and real characters make people remember the lesson to be learned. Shakespeare said there were only five stories ever written
  • Tell my story Story of all of us and my presenters
  • People who smoke aren’t logical Smoking satisfies a physical and emotional need Research showed that emotion trumps all logic; there the only way to compete with that kind of connection was to use emotion. We had to create a story and character that had the same emotional impact as a smoker lighting a cigarette. So…we found Debbie and told her story She cuts through the facts with the hole in her throat and her horrifying story We saw this as our chance to show the power of the destruction of life from smoking through her story You can’t have logic compete with emotion; emotion always wins Fear/shock – rarely used emotion in advertising Found out she had cancer, went through syrgerny; had larynx removed, doctor recommended that she join a support group Stoma (hole in throat) She kept on smoking even through all that CTCP was looking for a “Debbie”…someone who was still smoking but had a stoma; didn’t want to do it because she didn’t want her family to; Niece came up to one day and drew her picture with her hole in her throat and said”I want to be just like you one day”
  • conclusion – listen to other people’s stories; looking them in the eye, relating to them , realized business is all about characters, relationships, and stories
  • Latism 2011 - Storytelling in Social Media

    1. 1. Storytelling in the Age of Social Media @joekutchera @Ocastro247 @TedRubin
    2. 2. Learning Lessons from Stories
    3. 3. The Power of Stories in Business @joekutchera #latism
    4. 4. The People We’ve Met in Our Stories @joekutchera #latism
    5. 5. @joekutchera #latism
    6. 6. Debi Austin’s Story for California Anti-Smoking @joekutchera #latism
    7. 7. <ul><li>Partnership with Selma Hayek promotes CVS private label cosmetic line with YouTube videos in English and Spanish. </li></ul>CVS Nuance branded cosmetics – merchandise & social
    8. 8. Differences in Storytelling <ul><li>Life = telling stories </li></ul><ul><li>Advertising = creating stories </li></ul><ul><li>Digital = sharing stories </li></ul>
    9. 9. BabyCenter Community Sharing their stories of being pregnant with other moms
    10. 10. Savvy Multicultural Marketers Find Value in Social Media <ul><li>McDonald’s saw that R&B star Mary J. Blige would regularly tweet about buying McCafe </li></ul><ul><li>The restaurateur re-tweeted her tweets without paying the star anything, building significant credibility among African-Americans </li></ul>
    11. 11. Telling Videos Stories on YouTube La Caida de Edgar (El original) http://www.youtube.com/watch?v=b89CnP0Iq30 La Caida de Edgar (Emperador) http://www.youtube.com/watch?v=IwyNPo5lE-Y
    12. 12. Story Telling Case Study on YouTube
    13. 13. Story Telling Case Study on YouTube
    14. 14. The Rules of Social Media Were Actually Written Long Before the Internet <ul><li>Malcolm Forbes </li></ul><ul><li>“ To seduce almost anyone, ask for and listen to his opinion.”  </li></ul><ul><li>From Dale Carnegie’s “How to Win Friends and Influence People” </li></ul><ul><li>Be a good listener. Encourage others to talk about themselves </li></ul><ul><li>Talk in terms of the other person’s interests </li></ul><ul><li>Remember that a person’s name is to that person the sweetest and most important sound in any language </li></ul>
    15. 15. New Book: Stories of Immigrant Entrepreneurs & The Pursuit of the American Dream
    16. 16. Immigrant Entrepreneurs: My Great Grandfather
    17. 17. Immigrant Entrepreneurs: El Rey Foods
    18. 18. Immigrant Archive Project: Crowdsourced Storytelling
    19. 19. Questions? Thank you! [email_address] JoeKutchera.com
    20. 20. The Birth of SearsLatino Oscar Castro Director/GM – Global eCommerce
    21. 21. At Sears Holdings we take a 360 degree view of the shopping experience Online Experience In-store Experience Relevant Merchandising Customer Service Targeted Marketing Hispanic customers
    22. 22. Executive Summary <ul><li>The 2010 census sparked a lot of buzz about the growth of the Hispanic population in the US </li></ul><ul><ul><li>As Spanish-preferring consumers go online, there will be increased demand for in-language content </li></ul></ul><ul><ul><li>The Hispanic market is culturally diverse, so addressing it will require more than simply translating content </li></ul></ul><ul><li>At Sears Holdings we have launched 3 distinct websites to serve different segments of the Latino market. The target customers are different for each property. </li></ul><ul><li>We strive to provide a culturally-relevant shopping experience to our Hispanic customers, starting with marketing material all the way through customer service. </li></ul>
    23. 23. Our Spanish Speaking Customers in the US => sears.com/espa ñ ol <ul><li>Roberto and Isabella are native Mexicans who live in the US and prefer to speak Spanish in daily life </li></ul><ul><ul><li>Since the launch of sears.com/español, they can now research their purchases in Spanish and take advantage of convenient multi-channel options </li></ul></ul><ul><ul><li>Roberto and Isabella recently remodeled their kitchen, and purchased all of their appliances using sears.com/español </li></ul></ul><ul><ul><li>They are registered for our Spanish language emails, and are notified of our upcoming promotions </li></ul></ul>Meet Roberto and Isabella <ul><li>Internet usage is growing quickly among Spanish-dominant speaking Hispanics </li></ul><ul><li>Few retailers offer Spanish language online shopping capabilities </li></ul>Did you know… Name Roberto & Isabella Age 64 & 62 Location Houston, TX Occupation Retired Fireman & Nurse Fun Fact Born in Guadalajara, Mexico and moved to US after they got married. They have 6 grandchildren!
    24. 24. Our Customers Around the Globe => sears.com/internacional <ul><li>Juan is a Graduate student who travels around the world frequently to study </li></ul><ul><li>He loves the brands we offer at Sears and is a loyal clothing, footwear and jewelry customer </li></ul><ul><li>No matter which country he’s in, Juan feels confident buying from Sears, and knows he can expect high quality </li></ul><ul><ul><li>Juan loves the fact that he can order online, and have his products delivered right at home, hassle-free </li></ul></ul>Meet Juan <ul><li>Sears is a well recognized brand around the world, including Latin and South America </li></ul><ul><li>We ship to more than 90 countries, including 25 in Latin America & the Caribbean </li></ul>Did you know… Name Juan Age 28 Location Sao Paulo, Brazil Occupation Graduate Student, International Studies Fun Fact Loves Fútbol, traveling the world and chatting with international friends via social networks
    25. 25. Our Customers in Puerto Rico => sears pr .com <ul><li>Maria has been shopping for her family at Sears in Puerto Rico for over 15 years </li></ul><ul><li>Maria is a busy mom, who loves to buy online and pick-up her merchandise at her local store </li></ul><ul><li>She loves the fact that she can pick up her products in 5 minutes or less, guaranteed </li></ul><ul><li>Her family in the US now sends Maria gifts using searspr.com; they recently bought Maria a new LCD TV, which we installed </li></ul>Meet Maria <ul><li>Sears has been in Puerto Rico for over 70 years </li></ul><ul><li>There are 4.6 million Puerto Ricans in the continental US, and 3.7 million on the island </li></ul><ul><li>We were the first major national retailer to launch a site specifically for Puerto Rico </li></ul>Did you know… Name Maria Age 39 Location San Juan, PR Occupation Stay at home Mom Fun Fact Loves to garden and has many relatives that live in the US
    26. 26. Sears Holdings is a market leader in Latino eCommerce
    27. 27. Latino Social Media
    28. 28. Kmart created a webnovela depicting the cultural nuances of Latino life in America
    29. 29. Kmart sponsored Latina Smart, providing scholarships to promote higher education
    30. 30. In August 2011 we launched SearsLatino to connect with our friends
    31. 31. SearsLatino launched with a BIG splash <ul><li>We created a platform for: </li></ul><ul><ul><li>Latinos in the U.S . & Latin America </li></ul></ul><ul><ul><li>English & Spanish preferring people </li></ul></ul><ul><ul><li>A robust dialogue about Latino cultural topics </li></ul></ul>
    32. 32. We’ve seen tremendous fan growth & great engagement Spanish => Spanglish => <= English
    33. 33. The future… <ul><li>The Latino market is an important segment for Sears Holdings. </li></ul><ul><li>We have developed best in class capabilities and programs to serve Latino customers and are a market leader in this space. </li></ul><ul><li>We recognize and embrace the diversity within the Latino market, and our fans appreciate our approach. </li></ul><ul><li>Based on project population growth, the Latino market will become even more important over time. </li></ul>
    34. 34. General observations and personal advice <ul><li>For brands: </li></ul><ul><ul><li>Understand your target audience and why you want to connect with them. </li></ul></ul><ul><ul><li>Do your homework to understand how to connect with your audience in a relevant way. </li></ul></ul><ul><ul><li>Don’t assume that the “Hispanic market” is homogenous, it is not. </li></ul></ul><ul><ul><li>Simply translating into Spanish is not enough. </li></ul></ul><ul><ul><li>Be sincere, authenticity is key. </li></ul></ul><ul><ul><li>Be diligent about who you work with, and to whom you entrust your brand. </li></ul></ul><ul><li>For Social Media pro’s: </li></ul><ul><ul><li>Technology has enabled anyone to become a publisher; generating content does not automatically make someone a professional. </li></ul></ul><ul><ul><li>Apply professional standards if you want to be taken seriously. </li></ul></ul><ul><ul><li>Understand how to interact with brands. Be cognizant of the fact that they may have policies and processes in place to protect their brand. </li></ul></ul><ul><ul><li>Know what your unique value proposition is. Why should a brand work with you? </li></ul></ul>
    35. 36.
    36. 37. <ul><li>Fans, Friends, Followers </li></ul><ul><li>Audience? Or Asset? </li></ul>Return on Relationship
    37. 38. <ul><li>No relevance… </li></ul><ul><li>No loyalty! </li></ul>Return on Relationship
    38. 39. <ul><li>Connect with Thousands… </li></ul>Return on Relationship
    39. 40. <ul><li>… One by One </li></ul>Return on Relationship
    40. 41. <ul><li>Social is a facilitator of relationships, it is not the relationship itself! </li></ul>Return on Relationship
    41. 42. <ul><li>JetBlue Gets It! </li></ul>Return on Relationship
    42. 43. <ul><li>Trust is Built </li></ul><ul><li>Based on interaction </li></ul><ul><li>Consistency </li></ul><ul><li>True to your word, authentic, genuine </li></ul>Return on Relationship
    43. 44. Return on Relationship <ul><li>Listen </li></ul><ul><li>Make it be about THEM </li></ul><ul><li>Ask “How can I serve you?” </li></ul><ul><li>Aim for Ongoing Engagement </li></ul><ul><li>Know the People in Your Audience </li></ul>
    44. 45. <ul><li>You know what doesn’t work for a social media strategy?  </li></ul><ul><li>NOT BEING SOCIAL . </li></ul>
    45. 46. <ul><li>Social Media drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales. </li></ul><ul><li>#RonR = ROI </li></ul>
    46. 47. Questions? @joekutchera @Ocastro247 @TedRubin Storytelling in the Age of Social Media

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