Social Media and 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 and Diversity: The ROI for Brands [SXSW 2015]
- 1. THE ROI FOR BRANDS SOCIALMEDIA & DIVERSITY: #DIVERSEROI#SXSW2015 bit.ly/SMDiversity
- 2. Nailah Blades @NailahBlades Andre Blackman @mindofandre Abe Cajudo @AHAbraham Pam Slim @pamslim #DIVERSEROI
- 3. #DIVERSEROI
- 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. HIGHLIGHTING DIVERSITY IMPROVES YOUR REPUTATION AND PERCEPTION IN YOUR COMMUNITIES AND CLIENT CIRCLES. STUDIES SHOW… #DIVERSEROI
- 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. 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. DON’T FIT YOUR ROUND BRAND INTO A SQUARE HOLE. #DIVERSEROI
- 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. 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
- 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. BECO BABY CARRIER APOLOGY #DIVERSEROI
- 14. CHANGES IN INFLUENCER LANDSCAPE Influencer Ranking Metrics Pay to Play Short-term VS Long-term #DIVERSEROI
- 15. LEVERAGE THE RIGHT WAY Finding Engaging Keeping #DIVERSEROI
- 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. 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
- 19. EXAMPLES AT&T Tech Innovators Lincoln MKC .SOY #LATISM #DIVERSEROI
- 22. .SOY #DIVERSEROI
- 23. #DIVERSEROI
- 25. How should brands and marketers avoid offending multicultural and diverse communities? #DIVERSEROI
- 26. A Three Step Framework #DIVERSEROI
- 29. #DIVERSEROI
- 30. #DIVERSEROI
- 31. ABC’S FRESH OFF THE BOAT #DIVERSEROI
- 32. #DIVERSEROI
- 33. Find the human universals. #DIVERSEROI
- 34. “I have very dreams. Much dreams. First, learn English.” #DIVERSEROI
- 35. “She separated from my dad but they don’t hate each other, and all of us still do things together.” #DIVERSEROI
- 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. EXPRESSION IS THE CURRENCY OF DIVERSE COMMUNITIES #DIVERSEROI – @AHABRAHAM “ ”
- 39. Once upon a time… #DIVERSEROI
- 40. Don’t go after the easy or obvious… Jokes Imagery Choices Lists Keynote Speakers Expand your exemplars. People notice that stuff. #DIVERSEROI
- 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. What if you made a commitment to diversity part of your UX? #DIVERSEROI
- 46. Walk the walk. One step (or social media post) ain’t a walk. #DIVERSEROI
- 47. REPEATED EFFORTS GET NOTICED Creates a welcome environment Demonstrates your brand’s values Gets RESPECT from diverse audiences #DIVERSEROI
- 49. “The role of the artist is to not look away.” — Akira Kurosawa #DIVERSEROI
- 52. “The world today doesn’t make any sense, so why should I paint pictures that do?” —Pablo Picasso #DIVERSEROI
- 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. Nailah Blades@NailahBlades Andre Blackman@mindofandre Abe Cajudo @AHAbraham Pam Slim@pamslim #DIVERSEROI donnaandnailah.com andreblackman.com abecajudo.com pamelaslim.com