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Social Media + Diversity: The ROI for Brands [SXSW 2015]

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Slides from our South By Southwest 2015 panel - Social Media and Diversity: The ROI for Brands. With Nailah Blades, Andre Blackman, Abe Cajudo, and Pam Slim.

Listen on SoundCloud: https://soundcloud.com/officialsxsw/social-media-and-diversity-the-roi-for-brands-sxsw-interactive-2015

SXSW page: http://schedule.sxsw.com/2015/events/event_IAP37902

Resource page: http://socialmediadiversity.strikingly.com/

#diverseroi

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Social Media + Diversity: The ROI for Brands [SXSW 2015]

  1. 1. THE ROI FOR BRANDS SOCIALMEDIA & DIVERSITY: #DIVERSEROI#SXSW2015 bit.ly/SMDiversity
  2. 2. Nailah Blades @NailahBlades Andre Blackman @mindofandre Abe Cajudo @AHAbraham Pam Slim @pamslim #DIVERSEROI
  3. 3. #DIVERSEROI
  4. 4. WITHIN THE NEXT 5 YEARS, MULTICULTURALCLIENTS WILLDRIVE 86% OF THE TOTALGROWTH ON SPENDING IN RETAIL. IF YOU LOOK AT GROWTH WITHOUTTHESE GROUPS, YOU ARE ONLY ADDRESSING 10% OF THE GROWTH. #DIVERSEROI
  5. 5. HIGHLIGHTING DIVERSITY IMPROVES YOUR REPUTATION AND PERCEPTION IN YOUR COMMUNITIES AND CLIENT CIRCLES. STUDIES SHOW… #DIVERSEROI
  6. 6. TARGET Find the natural fit between your brand and diverse audiences. 
 Work up strategies that find your target market on the platforms they use.
 Identify “new affluent” markets that are currently undervalued in brand marketing. 
 Make sure you’re not leaving money on the table. #DIVERSEROI
  7. 7. Black, Latino, and Asian-American users make up 41% of Twitter’s total United States users base — more than 54 million users in the U.S. This opens up an opportunity for brands to communicate directly with consumers and prospects on Twitter with a much higher rate of engagement. DITCH THE ‘ONE SIZE FITS ALL’ APPROACH: #DIVERSEROI
  8. 8. DON’T FIT YOUR ROUND BRAND INTO A SQUARE HOLE. #DIVERSEROI
  9. 9. Engaged communities drive business. Develop a social content plan that incorporates ongoing advertising campaigns, public relations initiatives and engages emerging audiences. Partner with key influencers to create credibility among diverse communities. 
 Listen. Speak in their language. Walk your talk. ENGAGE #DIVERSEROI
  10. 10. IS MORE IMPORTANTTO CUSTOMERS... AND WHILE CONTENT IS IMPORTANT, IT NEEDS TO BE CONTENT ATTHE RIGHTTIME AND ON THE RIGHT PLATFORM SO THE CONTEXTUALELEMENT COMES INTO PLAY.” –HUBSPOT’S CEO BRIAN HALLIGAN “PEER INFLUENCE #DIVERSEROI
  11. 11. HONEYWELL#THISISWHOLESOME CAMPAIGN #DIVERSEROI
  12. 12. Commit. Execute on tactics to convert prospects into loyal customers by providing diverse audiences with the education and tools needed to not only buy your product or service but also become enthusiastic brand ambassadors in a way unique to their community. Seize opportunities to amplify the customer experience and increase customer satisfaction. CONVERT #DIVERSEROI
  13. 13. BECO BABY CARRIER APOLOGY #DIVERSEROI
  14. 14. CHANGES IN INFLUENCER LANDSCAPE Influencer Ranking Metrics Pay to Play Short-term VS Long-term #DIVERSEROI
  15. 15. LEVERAGE THE RIGHT WAY Finding Engaging Keeping #DIVERSEROI
  16. 16. FINDING Discussions + content already being created Listen + observe on social media Ask colleagues in the workplace Talk to people who already know the leaders #DIVERSEROI
  17. 17. ENGAGING AND KEEPING Become involved in what matters to diverse audiences Influencers Ask: How is this going to be beneficial? Trust > 360 Create meaningful content: diverse individuals + issues Co-Creation #DIVERSEROI
  18. 18. Interesting Relevant Authentic Storytelling #DIVERSEROI
  19. 19. EXAMPLES AT&T Tech Innovators Lincoln MKC .SOY #LATISM #DIVERSEROI
  20. 20. AT&TTECH INNOVATORS #DIVERSEROI
  21. 21. LINCOLN MKC #DIVERSEROI
  22. 22. .SOY #DIVERSEROI
  23. 23. #DIVERSEROI
  24. 24. The Shelf Blog Lovin LesbiansWhoTech MVMT50 InclusiveDev #DIVERSEROI
  25. 25. How should brands and marketers avoid offending multicultural and diverse communities? #DIVERSEROI
  26. 26. A Three Step Framework #DIVERSEROI
  27. 27. RESPECT #DIVERSEROI
  28. 28. Stories Culture Language History Struggles Successes #DIVERSEROI
  29. 29. #DIVERSEROI
  30. 30. #DIVERSEROI
  31. 31. ABC’S FRESH OFF THE BOAT #DIVERSEROI
  32. 32. #DIVERSEROI
  33. 33. Find the human universals. #DIVERSEROI
  34. 34. “I have very dreams. Much dreams. First, learn English.” #DIVERSEROI
  35. 35. “She separated from my dad but they don’t hate each other, and all of us still do things together.” #DIVERSEROI
  36. 36. “What's your biggest goal in life?” “I want to make it out of the hood. I don't have to go that far. But if I can just live an inch outside, then I'll feel safe and know that I'm straight.” #DIVERSEROI
  37. 37. EXPRESSION IS THE CURRENCY OF DIVERSE COMMUNITIES #DIVERSEROI – @AHABRAHAM “ ”
  38. 38. RE-FRAME #DIVERSEROI
  39. 39. Once upon a time… #DIVERSEROI
  40. 40. Don’t go after the easy or obvious… Jokes Imagery Choices Lists Keynote Speakers Expand your exemplars. People notice that stuff. #DIVERSEROI
  41. 41. BUZZFEED’S HIRING GUIDE #DIVERSEROI
  42. 42. BUZZFEED’S HIRING GUIDE BuzzFeed’s working definition of diversity is this: enough people of a particular group that no one person has to represent the supposed viewpoint of their group — whether ethnicity, gender, sexual orientation, religion, gender identity, socioeconomic background, or disability. And if the group is a small one we should never expect one person to be the “diverse” reporter or writer, or to speak for anyone other than themselves. #DIVERSEROI
  43. 43. What if you made a commitment to diversity part of your UX? #DIVERSEROI
  44. 44. Metric Stat Lead Initiative Campaign BEHIND EVERY… …ARE PEOPLE#DIVERSEROI
  45. 45. REPEAT #DIVERSEROI
  46. 46. Walk the walk. One step (or social media post) ain’t a walk. #DIVERSEROI
  47. 47. REPEATED EFFORTS GET NOTICED Creates a welcome environment Demonstrates your brand’s values Gets RESPECT from diverse audiences #DIVERSEROI
  48. 48. Allies or nah? #DIVERSEROI
  49. 49. “The role of the artist is to not look away.” — Akira Kurosawa #DIVERSEROI
  50. 50. #DIVERSEROI @PAMSLIM
  51. 51. HONEYWELL#THISISWHOLESOME CAMPAIGN #DIVERSEROI
  52. 52. “The world today doesn’t make any sense, so why should I paint pictures that do?” —Pablo Picasso #DIVERSEROI
  53. 53. “A new kid named Leon came to our school last week.” “What do you do when a new kid comes to your school?” “We play with him.” #DIVERSEROI
  54. 54. Nailah Blades@NailahBlades Andre Blackman@mindofandre Abe Cajudo @AHAbraham Pam Slim@pamslim #DIVERSEROI donnaandnailah.com andreblackman.com abecajudo.com pamelaslim.com

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