Joe Kutchera visits Authors@google on April 11, 2013

transcript

5 Steps for Digital Marketing Success in Latin America: EXITO

Example of Successful Marketing Model: 4 P’s

Technology Community and Content

Innovation

Social Listening and Research

Benefits of a model

• Break down process into simple steps

• Easy to remember, share and replicate

scuche a su audiencia (listen to your audience)

experimente como usuario (put yourself in shoes of user)

ntegrate your communications channels

ransform your audience into communities

ptimize

Our 5-Step Model

scuche a su audiencia

(Listen to your audience)

How did ___________ change ________?

How can _________ change _____________?

Facebook Egypt

Flickr Your Company

3M’S Post-It: Listening for Marketing Ideas

Source: Peter Hellberg http://www.flickr.com/photos/peterhellberg/4625578444

Post-It: Listening for Marketing Ideas

Source: Sonya Schlenk http://www.flickr.com/photos/sosch/6258683412

Source: Scott Ableman, Flickr, http://www.flickr.com/photos/ableman/323256101/

Source: Per_Karlsson, Flickr, http://www.flickr.com/photos/per_karlsson/7181254738

3M: Results and Benefits to Listening

• Inspirational idea came from audience

• Increased brand awareness

• Differentiated “commodity” product

• Increased sales and drove traffic to retail stores

• Started in Latin America; Replicated around the world

• Paper product from pre-computer world = “Pixel” in interactive world

eXperimente como usuario, a través de "perfiles”

(Put yourself in the shoes of the user, using profiles)

Nurse’s perspectivePrefers to remove bandages

quickly

Patient’s perspectivePrefers bandages removed

slowly

Company perspective

Customer perspective

Develop your strategy using user profiles

•Your goal

•Target audience(s)

•Your message

•Social networks

•Media plan

User-Centered Design and Marketing

Results and Benefits to Profiles

• Important to understand the perspective of

consumers

• Define what problem they need solved

• Document how they spend their time

• Understand what motivates them

ntegrate your communication channels

“Your most unhappycustomers are yourgreatest source of learning,”

And the best place to find those unhappy customers today is across your social media channels.

Marketing = Customer Service

Benefits to Integrating Social Systems

• Better customer service

• Learn how to improve as a company

• Happier customers

• Improved word of mouth

Magnetic Content attracts customers.

Learning Lessons from Stories

The Power of Stories in Business

BabyCenter Community: Sharing StoriesSharing their stories of being pregnant with other moms

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

Inspiration for future campaigns

Benefits to Creating a Community

• Magnetic content that attracts your audience

• Create ideas that “stick” in people’s minds

• Engage customers through stories

• Empower customers to communicate with each other

ptimize

Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores

Brand Sends Free, Personalized Recipes via Twitter

Benefits to Optimizing

• React to customers in real time

• Optimize products to best fit customer’ needs

• Improve conversions from your website and advertising

scuche a su audiencia (listen to your audience)

experimente como usuario (put yourself in shoes of user)

ntegrate your communications channels

ptimize

Research

Planning

Launch and Maintain

Innovation for the Next Generation: Mobile

É-X-I-T-O to Support OLPC

• All author proceeds to support One Laptop Per Child

• Please spread the word:

– #EXITO Movement

– @OLPC

– @OLPC_Mexico

– @JoeKutchera

Thank you to my Co-Authors Alonso Fernandez and

Karla Berman in Google’s Mexico City Office

July 2013

Questions?@JoeKutchera

Gracias!Joe@Kutchera.net

Joe Kutchera visits Authors@google on April 11, 2013

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