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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
Changing Demographics of America
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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
“Latinized” Marketing model for era of social media™
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scuche a su audiencia (Listen to your audience)
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scuche: Listen for Marketing Trends
Source: Google Trends 2013
Salsa (red) versus Ketchup (blue)
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scuche: Listen for Marketing Trends
Tacos (blue) versus Hamburgers (red)
Source: Google Trends 2013
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scuche: Listen for Marketing Trends
Tabasco (Yellow) versus Hot Sauce (red) versus Sriracha (blue)
Source: Google Trends 2013
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scuche: Listen for Marketing Trends
Food Trucks (blue)
Source: Google Trends 2013
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scuche: Listening for Influencers
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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 platforms
• 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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User-Centered Design and Marketing
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User-Centered Design and Marketing
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ntegrate your communication channels
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ntegrate Multicultural Marketing
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ntegrate Multicultural Marketing
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ransform your audience into communities
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Magnetic Content attracts customers.
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ransform your audience into Communities
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ransform your audience into communities
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ransform your audience into communities
Capturing the stories of multicultural employees and founders
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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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Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
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Brand Sends Free, Personalized Recipes via Twitter
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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
“Latinized” Marketing model for era of social media™
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What’s Next?
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Gracias! [email protected]
Free copy of book for first 5 people to sign up for free advisory session on: • Social media listening study • Content strategy and brand storytelling
• Latin-inspired product innovation