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

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THE ROI FOR BRANDS SOCIAL MEDIA & DIVERSITY: #DIVERSEROI #SXSW2015 bit.ly/SMDiversity

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

THE ROI FOR BRANDS

SOCIAL MEDIA & DIVERSITY:

#DIVERSEROI#SXSW2015 bit.ly/SMDiversity

Nailah Blades@NailahBlades

Andre Blackman@mindofandre

Abe Cajudo@AHAbraham

Pam Slim@pamslim #DIVERSEROI

#DIVERSEROI

WITHIN THE NEXT 5 YEARS, MULTICULTURAL CLIENTS WILL DRIVE

86% OF THE TOTAL GROWTH ON SPENDING IN RETAIL.

IF YOU LOOK AT GROWTH WITHOUT THESE GROUPS, YOU ARE ONLY ADDRESSING 10% OF THE GROWTH.

#DIVERSEROI

HIGHLIGHTING DIVERSITY IMPROVES

YOUR REPUTATION AND PERCEPTION IN YOUR COMMUNITIES

AND CLIENT CIRCLES.

STUDIES SHOW…

#DIVERSEROI

TARGETFind 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

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

DON’T FIT YOUR ROUND BRAND INTO A SQUARE HOLE.

#DIVERSEROI

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

IS MORE IMPORTANT TO CUSTOMERS... AND WHILE CONTENT IS IMPORTANT, IT NEEDS TO BE CONTENT AT THE RIGHT TIME

AND ON THE RIGHT PLATFORM SO THE CONTEXTUAL ELEMENT COMES INTO PLAY.”

–HUBSPOT’S CEO BRIAN HALLIGAN

“PEER INFLUENCE

#DIVERSEROI

HONEYWELL #THISISWHOLESOME CAMPAIGN

#DIVERSEROI

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

BECO BABY CARRIER APOLOGY

#DIVERSEROI

CHANGES IN INFLUENCER LANDSCAPE

Influencer Ranking Metrics

Pay to Play

Short-term VS Long-term

#DIVERSEROI

LEVERAGE THE RIGHT WAYFinding

Engaging

Keeping

#DIVERSEROI

FINDINGDiscussions + content already being created

Listen + observe on social media

Ask colleagues in the workplace

Talk to people who already know the leaders

#DIVERSEROI

ENGAGING AND KEEPINGBecome 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

Interesting

Relevant

Authentic

Storytelling

#DIVERSEROI

EXAMPLESAT&T Tech Innovators

Lincoln MKC

.SOY

#LATISM

#DIVERSEROI

AT&T TECH INNOVATORS

#DIVERSEROI

LINCOLN MKC

#DIVERSEROI

.SOY

#DIVERSEROI

#DIVERSEROI

The Shelf

Blog Lovin

LesbiansWhoTech

MVMT50

InclusiveDev

#DIVERSEROI

How should brands and marketers avoid offending multicultural and diverse communities?

#DIVERSEROI

A Three Step Framework

#DIVERSEROI

RESPECT

#DIVERSEROI

Stories

Culture

Language

History

Struggles

Successes#DIVERSEROI

#DIVERSEROI

#DIVERSEROI

ABC’S FRESH OFF THE BOAT

#DIVERSEROI

#DIVERSEROI

Find the human universals.

#DIVERSEROI

“I have very dreams. Much dreams. First, learn English.”

#DIVERSEROI

“She separated from my dad but they don’t hate each other, and all of us still do things together.”

#DIVERSEROI

“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

EXPRESSION IS THE CURRENCY OF DIVERSE COMMUNITIES

#DIVERSEROI

– @AHABRAHAM

RE-FRAME

#DIVERSEROI

Once upon a time…

#DIVERSEROI

Don’t go after the easy or obvious…

Jokes Imagery Choices

Lists Keynote Speakers

Expand your exemplars. People notice that stuff.

#DIVERSEROI

BUZZFEED’S HIRING GUIDE

#DIVERSEROI

BUZZFEED’S HIRING GUIDEBuzzFeed’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

What if you made a commitment to diversity part of your UX?

#DIVERSEROI

Metric

Stat

Lead

Initiative

Campaign

BEHIND EVERY…

…ARE PEOPLE#DIVERSEROI

REPEAT

#DIVERSEROI

Walk the walk.

One step (or social media post) ain’t a walk.

#DIVERSEROI

REPEATED EFFORTS GET NOTICED

Creates a welcome environment

Demonstrates your brand’s values

Gets RESPECT from diverse audiences

#DIVERSEROI

Allies or nah?

#DIVERSEROI

“The role of the artist is to not look away.”

— Akira Kurosawa

#DIVERSEROI

#DIVERSEROI

@PAMSLIM

HONEYWELL #THISISWHOLESOME CAMPAIGN

#DIVERSEROI

“The world today doesn’t make any sense, so why should I paint pictures that do?”

—Pablo Picasso

#DIVERSEROI

“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

Nailah Blades@NailahBlades

Andre Blackman@mindofandre

Abe Cajudo@AHAbraham

Pam Slim@pamslim

#DIVERSEROI

donnaandnailah.com

andreblackman.com

abecajudo.com

pamelaslim.com