Social Media + Diversity: The ROI for Brands [SXSW 2015]
-
Upload
nailah-blades-wylie -
Category
Presentations & Public Speaking
-
view
402 -
download
0
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
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
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
CHANGES IN INFLUENCER LANDSCAPE
Influencer Ranking Metrics
Pay to Play
Short-term VS Long-term
#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
“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
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 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
REPEATED EFFORTS GET NOTICED
Creates a welcome environment
Demonstrates your brand’s values
Gets RESPECT from diverse audiences
#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