5 steps to innovative, digital, latin-inspired marketing
DESCRIPTION
Future Forum 2013: Presented by the Economic Alliance of Northern Santa Barbara CountyTRANSCRIPT
@JoeKutchera ©2013
@JoeKutchera ©2013
Example of Successful Marketing Model
PPRODUCT
PPLACE
PPRICE
PPROMOTION
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Why we need a new marketing model
Technology Community and Content
Innovation
Social Listening and Research
@JoeKutchera ©2013
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
Marketing model for the era of social media
@JoeKutchera ©2013
scuche a su audiencia (Listen to your audience)
@JoeKutchera ©2013
scuche: Listening for Influencers
C. Steven Tucker, founder and owner of SBIS Incorporated: 10,264 Twitter followers
Ron Bohning, founder of Trinity Insurance: 49,760 Twitter followers
Source: Klout.com – Influencer Index
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scuche: Listening for content needs
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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
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eXperimente como usuario, a través de "perfiles” (Put yourself in the shoes of the user, using profiles)
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Nurse’s perspective Prefers to remove bandages
quickly
Patient’s perspective Prefers bandages removed
slowly
eXperimiente como usuario - Profiles
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Company perspective Customer perspective
eXperimiente como usuario - Profiles
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Develop your strategy using user profiles
• Your goal
• Target audience(s)
• Your message
• Social networks
• Media plan
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Profiles Help Us Avoid Monolithic Thinking
“Ms. Davis, get us some binders full of Latinos.”
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eXperimente como usuario - profiles
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User-Centered Design and Marketing
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ransform your audience into communities
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Learning Lessons from Stories
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The Power of Stories in Business
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ransform your audience into communities
@JoeKutchera ©2013
• Name: Mala Suerte (bad luck) • Occupation: To represent the
bad luck you will encounter one day. You can’t escape him….
• Characteristics: Composed, suave,calculated
• Pet cat: “Lucky” • Motto: “I’m Bad Luck. I could
cross your path at any moment.”
• Arch Nemesis: Allstate
ransform your audience into communities
@JoeKutchera ©2013
ransform your audience into communities
@JoeKutchera ©2013
ransform your audience into communities
@JoeKutchera ©2013
My father, the president at Empire Fish Company, regularly took photos of the employees and posted them on the bulletin board. He also wrote a brief story about each new employee. It provided the team with a sense of pride in their work. Employees stayed with the company for decades.
ransform your audience into Communities
@JoeKutchera ©2013
ptimize
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To improve is to change; To be perfect is to change often
- Sir Winston Churchill
ptimize
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• Does your profile have… – A professional photo? – Your city and state? – A title that highlights the value you offer clients? – Client testimonials?
• Establish yourself as industry thought leader – Do you share relevant articles/links? – Industry trade groups?
• Have you invited your clients and vendors to connect on the largest professional social network?
ptimize your profile on
@JoeKutchera ©2013
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
Marketing model for the era of social media
@JoeKutchera ©2013
Gracias! [email protected] Free copy of book for first 5 people to sign up for free advisory session on: • Social media listening research • Content strategy • Latin inspired product innovation • Brand storytelling