latino link marketer summit at mattel - joe kutchera
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@joekutchera
@joekutchera
Digital Storytelling & Cultural Branding
@joekutchera
Learning Lessons from Stories
@joekutchera
The Power of Stories in Business
@joekutchera
Creating Your Story
Cultural Branding
@joekutchera
BabyCenter Community
Sharing their stories of being pregnant with other moms
@joekutchera
Story Telling on YouTube
La Caida de Edgar (El original)
http://www.youtube.com/watch?v=b89CnP0Iq30
La Caida de Edgar (Emperador)
http://www.youtube.com/watch?v=IwyNPo5lE-Y
@joekutchera
Differences in Storytelling
• Life = telling stories
• Advertising = creating stories
• Digital = sharing stories
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Creating Your Story
Cultural Branding
@joekutchera
Cultural Branding Is…
• Infusing multicultural characters, images and especially music into “mainstream” marketing
• Embracing Trends:
–Hyper-connectedness -> Desire to be vocal about issues
–Deeper connection to their country of origin through technology
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Javier Farfan: Director of Cultural Branding at PepsiCo
“We’re moving from a marginalized viewpoint of multicultural consumers to making them an integral part of our business.”
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Cultural Branding Makes Sense Because…
• Difficult getting Hispanic/Multicultural budgets
• Marginal campaigns = Marginal Success
• Ethnic groups poorly represented in messaging
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Examples of Cultural Blending
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Examples of Cultural Blending
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Music = Center of Campaign
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Mr. Rogers Carried This Quote in His Wallet
“There isn’t anyone you couldn’t love if you heard their story.”
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Story = Characters + Struggle + Empathy + Resolution
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The Story of St. Benedict the Moor Church and School
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Create Narratives That…
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“Advertising is no longer about blasting the most messages to the most people.
Instead, it’s about this: Ideas that spread, win.”
--Seth Godin
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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.”
From Dale Carnegie’s “How to Win Friends and Influence People”
• Be a good listener. Encourage others to talk about themselves
• Talk in terms of the other person’s interests
• Remember that a person’s name is to that person the sweetest and most important sound in any language
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Formula for Social Media Engagement
Source: Social Media Delivered, a Social Media consulting firm
20% Inform
40% Interact
20% Entertain
20% Sales and branding
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A Formula For Creating a Movement: Personal Stories
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@joekutchera
Praises and Promotes Pepsi
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Encouraging Students Through Publishing
• “If I were president, I would help all nations, even Hawaii.” -- Chad Timsing, age 9, Los
Angeles
• “I really hope you put America back together. No pressure though." -- Sheenie Shannon Yip, age
13, Seattle
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Discussion: What makes great ideas spread?
Video: Where’s Rob?
@joekutchera
Creating Your Story
Cultural Branding
