Don't Do A Pepsi - How To Be Inclusive With Your Marketing (Joyann Boyce, The Social Detail)
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These are the slides from Joy's session at Digital Gaggle in Bristol on Thursday 19th September. This session was designed to give attendees some food for thought when it came to developing an inclusive marketing strategy for their brand.
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Don't Do A Pepsi - How To Be Inclusive With Your Marketing (Joyann Boyce, The Social Detail)
- 1. Inclusive Marketing @thesocialdetail Don’t Do A Pepsi How To Be Inclusive With Your Marketing Joyann Boyce Founder of The Social Detail - Joyann@thesocialdetail.com @thesocialdetail
- 4. Inclusive Marketing @thesocialdetail Buck, Chris. Let’s Talk About Race’ Merkeyria
- 5. Inclusive Marketing @thesocialdetail Colorism in High Fashion, The Pudding 2019Buck, Chris. Let’s Talk About Race’
- 6. Inclusive Marketing @thesocialdetail What is Inclusive Marketing?
- 7. Inclusive Marketing @thesocialdetail “Creating content which is inclusive of the diverse audience your brand or company services” What is Inclusive Marketing?
- 9. Inclusive Marketing @thesocialdetail You persona is still valid BUT
- 10. Inclusive Marketing @thesocialdetail You persona is still valid BUT it needs a few more layers
- 13. Inclusive Marketing @thesocialdetail Intersectionality “70% of millennials and Generation Z will choose one brand over another if it demonstrates diversity in its promotions” Microsoft, 2019
- 14. Inclusive Marketing @thesocialdetail Women 33.6 mil BAME people 13 mil LGBT+ People 1 mil Disabled People 13 mil 2011 Census Data People over 65+ 9.2 mil UK population 56 million
- 15. Inclusive Marketing @thesocialdetail UK Population 56 million Women 33.6mil BAME people 13 mil Disabled People 13 mil LGBT+ People 1 mil People over 65+ 9.2 mil 2011 Census Data
- 24. Inclusive Marketing @thesocialdetail 3 steps to supporting a movement 1. Be a VOCAL ally 2. Show your SUPPORT on relevant causes important to the community. 3. Be REPRESENTATIVE in your promotional campaigns.
- 25. Inclusive Marketing @thesocialdetail 2 takeaways Principles of Inclusive Marketing Salesforce 1. Consider context 2. Ensure genuine representation
- 26. Inclusive Marketing @thesocialdetail Pick 1 Action ● Add alt text to social media images ● Follow some in your sector ‘different’ to you ● Add context to website links ● Review your marketing personas
- 27. Inclusive Marketing @thesocialdetail 1. Inclusive Marketing Practices - SalesForce 2. Inclusive Design - Microsoft 3. Stock photos - Tech Spark & UK Black Tech Resources Joyann Boyce Social Media Consultant The Social Detail - Joyann@thesocialdetail.com @thesocialdetail Inclusive Marketing should be the norm!
Editor's Notes
- Joyann Boyce go by Joy Social media marketing consultant Advocate for inclusive and diversity in Tech and marketing On socials platform @thesocialdetail feel free to slide in our DM withs questions
- This is me and my doll Looked like me That was my part of my childhood I didn’t know any different
- This is me and my amazing smart GodDaughter Merkeyria When she was born I wanted to give her the childhood memories I had
- I wanted to buy her a doll This image represent my experience, I could not find a doll that looked like the beauitful baby i held 11 years ago Even with the interent, the one or two I could find were What does a doll have to do with marketing?
- We are influenced by what we see This image highlight the covers of Vogue, 19 YEARS OF COVERS TO FIND HOW VOGUE REPRESENTS WOMEN OF ALL SHADES Vogue which is some is a standard of beauty Colorism with in the cover choice Myself and my goddauther are a lot closer to Luptia than Anne https://pudding.cool/2019/04/vogue/ Buck, Chris. Let’s Talk About Race’
- So after that story, what is inclusive marektin?
- “Creating content which is inclusive of the diverse audience your brand or company services”
- Most if lot all marketing starts with a persona the idea created of the target audience
- Creating a
- A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
- Close your eyes think of the ideal customer for Gillette what are they interests think of demographic characteristics What challenges would they face
- https://www.facebook.com/gillette/videos/2353380328320259/ https://www.youtube.com/watch?v=Z_rS2pCT4-g
- Millennials: Born 1981-1996 (22-37 years old) Trans man, black, age still the persona but layers Goal - to sell razors Intention - to tell the story Impact - people felt included representing people well matters 2018 Accenture Holiday Shopping survey. overlapping identities and experiences in order to understand the complexity of prejudices they face. the interconnected nature of social categorizations such as race, class, and gender as they apply to a given individual or group, regarded as creating overlapping and interdependent systems of discrimination or disadvantage.
- Brands tend to think about oppressed group in isolation this manner 15 isms Sex & Gender, Race, Sexual orientation, Socioeconomic status, Religion, Body type, Educational background, Language status
- They can miss the beauty of intersectionality Talk about me I am a women, I am black, I am dyslexic Over 70% of disabilities are not visible, considering the spending power worth £249 billion wihtin the UK economy
- Marketing incluisily need to be done conusily As companies are being held accoutable via social media
- lack of race awareness Child model in H&M campaign wearing a “monkey” jumper, Comparing black people to monkey, has a long racial history H&M had piles of unsold clothes worth more than $4 billion after #Hoodiegate, Bloomberg reported. Fenty earning $100 million in sales in their first 40 days of business.
- https://www.fcbinferno.com/clients/home-office/ streotypes lack of percetion little to no involement of people already working to cahnge the proble,
- Ensure genuine representation Practice what you preach yes to selling Thrid Love - Goal - sell bra for all women, intention - to include all women, impact - money and love, women wear bra who are all shapes G Suite by Google - Goal to speak to busines owner, intention to inculde all types of buines onwers, business onwers of all abilites
- engaging with a marginalized community with a superficial show of support. fuckery from a mile away in fact it is borderline offensive No one wants to be exploited, or paid attention it is popular or politically correct to do so during a particular month.
- Black live matter movement real photo check our twitter to see full advert use of a move soley to support sales hijack a potiacal movement ‘can pepsi soles police brutality Shed light on police brutality distatseful
- Things stay on the internet Social give people voice instant feedback on brand perception fuck on SM cost money inteniong vs impact brands hedle accountable for the impact
- Viola Davis, Khoudia Diop, Astou, Letitia Wright, and Aja Naomi King,
- 1 vocal - retweet movement you support from brand account colaberate For third love to show support to breast cancer movement make logic include the people you support in your content influencers
- start with tone, intentionality with language, ensuring genuine representation, considering context, avoid appropriation counter-stereotype.
- 1 vocal - retweet movement you support from brand account colaberate For third love to show support to breast cancer movement make logic include the people you support in your content influencers
- 1 vocal - retweet movement you support from brand account colaberate For third love to show support to breast cancer movement make logic include the people you support in your content influencers