This is a panel presentation that I was apart of for 2015's SXSW Interactive conference. We lay out reasons for brands to get involved with diversifying the audiences they build relationships with and market toward. There is a sustainable ROI involved!
4. WITHIN THE NEXT 5 YEARS,
MULTICULTURALCLIENTS WILLDRIVE
86% OF THE TOTALGROWTH
ON SPENDING IN RETAIL.
IF YOU LOOK AT GROWTH WITHOUTTHESE GROUPS,
YOU ARE ONLY ADDRESSING 10% OF THE GROWTH.
#DIVERSEROI
6. TARGET
Find 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
7. 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
9. 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
10. IS MORE IMPORTANTTO CUSTOMERS...
AND WHILE CONTENT IS IMPORTANT,
IT NEEDS TO BE CONTENT ATTHE RIGHTTIME
AND ON THE RIGHT PLATFORM
SO THE CONTEXTUALELEMENT COMES INTO PLAY.”
–HUBSPOT’S CEO BRIAN HALLIGAN
“PEER INFLUENCE
#DIVERSEROI
12. 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
16. FINDING
Discussions + content already being created
Listen + observe on social media
Ask colleagues in the workplace
Talk to people who already know the leaders
#DIVERSEROI
17. ENGAGING AND KEEPING
Become 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
34. “I have very dreams. Much dreams. First, learn English.”
#DIVERSEROI
35. “She separated from my dad but they don’t hate
each other, and all of us still do things together.”
#DIVERSEROI
36. “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
42. BUZZFEED’S HIRING GUIDE
BuzzFeed’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
43. What if you made a commitment to
diversity part of your UX?
#DIVERSEROI