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SxSW Interactive 2012
- 3. Here’s what I learned…
- 4. Guy Kawasaki, founder of Alltop.com EXCELLENT INTERVIEWER! • Described Google+ as Google 2.0 • “Users” = people signed up for Google+, using any form of Google • No plans to open API Vic Gundortra, SVP of engineering at Google+ HAS HAD GREAT MEDIA TRAINING!
- 5. multi ymono: the cultural advertising battle • Marketers and brands are going to have to alter the way they perceive their audiences • Minorities need to participate from the very start of messaging to be effective — not just be an afterthought and “Hispanicize” an ad or content that’s already been created • Multicultural agencies are competing with traditional agencies when it comes to digital work
- 6. hispanic persona project • Hispanic marketing is dying • Hispanics are the largest U.S. minority: o 16 percent of the U.S. population o 23 percent of children in the U.S. are Hispanic o 63 percent of Hispanics in the U.S. were born here o Majority of the Hispanic population is under 30 years old • If you want to be relevant, you must figure out the Hispanic market • Think of Hispanics as “users” instead of “consumers”
- 8. shut up & draw Let’s awaken your visual cortex! 1) Get a partner 2) Come up with an acronym 3) Create a phrase using the letters in your acronym 4) Draw the phrase
- 9. shut up & draw • Visuals can help you: o Articulate your thoughts o Memorize things o Get more out of your conversations o Convince someone of something • If you want to visualize, but don’t know how to draw, just draw a circle • Drawing doesn’t have to be perfect; it can be quick and dirty and still make an impact
- 10. shut up & draw Vivid Grammar: create a visual framework of what you’re thinking about
- 11. drugs, milk & money: social media in regulated industries • Has to start at the top • Make friends with legal • Re-imagine your content • Classify your content into red, yellow, green • Can’t have the “come be our friend” mindset • Hone in on a narrow target; the more narrow, the better
- 12. key themes & takeaways • The importance of visualization and storytelling • Focus on social good • Social apps to make “serendipitous” connections • Can’t wait to get Spredfast! • Never be afraid to say, “hi” • OCG is on the right track!!
Notas del editor
- Guy Kawasaki, co-founder of Alltop.com interviewed Vic Gundortra, SVP of engineering for Google+-So, when they say Google+ has “100 million monthly active users” and “50 million daily active users” that doesn’t mean those people are necessarily using Google+, just that they are signed up for Google+ and using some form of Google.
- Marketers and brands are going to have to alter the way they perceive their audiences in order to continue to prosper – this is due largely to the growth and mainstreaming of Latinos and African Americans.Explore different, untraditional avenues to recruit multicultural talent – get creative
- To better understand the 50 million Hispanics living in the U.S., Villa created four prototypes, or “personas,” based on ethnographic research. Villa said these personas may be recreated or repurposed to different ends, but are help to think about the “Hispanic market” in a more useful and tangible way.Acculturation: how integrated they are into American society-do they identify more with U.S. or their home countryEthnographic interviews: informal, conversational, create comfort, “walk me through this…”
- How to we reach them?Use personas to guide owned media – plan the experience!Identify the primary persona – who is your target market mostly made up of?Taxonomy – how we label things, the language we use; find out what language they use and label your website that wayContent strategy – tone, how it’s organized, how long is it?
- Make friends with legal – keep them involvedRe-imagine your content – example: turn a whitepaper into a 500-word blog postClassify your content into red, yellow and green depending on how sensitive or questionable it is – have “green” content and have it ready to useYou see a lot of company’s with the “come be our friend” mindset, expecting it to just happen – go to the conversations, add value and bring people inHone in on a narrow target, the more narrow, the better – find where there is the most conversation and chatter, the segments or categories where your target audience isSocial media in a regulated industry has to start at the top and they have to be involved; people feel more comfortable with engaging when the tone is set from the top