Joe Kutchera visits Authors@google on April 11, 2013
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@JoeKutchera ©2013 5 Steps for Digital Marketing Success in Latin America: EXITO
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Author Joe Kutchera will outline his 5-step marketing process for reaching the next generation of Internet users in the booming markets of Latin America. For the complete talk, visit: http://youtu.be/m-3g4A5t0ak
Transcript of Joe Kutchera visits Authors@google on April 11, 2013
@JoeKutchera ©2013
5 Steps for Digital Marketing Success in Latin America: EXITO
@JoeKutchera ©2013
Example of Successful Marketing Model: 4 P’s
@JoeKutchera ©2013
Technology Community and Content
Innovation
Social Listening and Research
Benefits of a model
@JoeKutchera ©2013
Benefits of a model
• Break down process into simple steps
• Easy to remember, share and replicate
@JoeKutchera ©2013
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
@JoeKutchera ©2013
scuche a su audiencia
(Listen to your audience)
@JoeKutchera ©2013
@JoeKutchera ©2013
@JoeKutchera ©2013
@JoeKutchera ©2013
@JoeKutchera ©2013
How did ___________ change ________?
How can _________ change _____________?
Facebook Egypt
Flickr Your Company
@JoeKutchera ©2013
3M’S Post-It: Listening for Marketing Ideas
Source: Peter Hellberg http://www.flickr.com/photos/peterhellberg/4625578444
@JoeKutchera ©2013
Post-It: Listening for Marketing Ideas
Source: Sonya Schlenk http://www.flickr.com/photos/sosch/6258683412
@JoeKutchera ©2013
Post-It: Listening for Marketing Ideas
Source: Scott Ableman, Flickr, http://www.flickr.com/photos/ableman/323256101/
@JoeKutchera ©2013
Post-It: Listening for Marketing Ideas
Source: Per_Karlsson, Flickr, http://www.flickr.com/photos/per_karlsson/7181254738
@JoeKutchera ©2013
Post-It: Listening for Marketing Ideas
@JoeKutchera ©2013
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
@JoeKutchera ©2013
eXperimente como usuario, a través de "perfiles”
(Put yourself in the shoes of the user, using profiles)
@JoeKutchera ©2013
Nurse’s perspectivePrefers to remove bandages
quickly
Patient’s perspectivePrefers bandages removed
slowly
@JoeKutchera ©2013
Company perspective
Customer perspective
@JoeKutchera ©2013
Develop your strategy using user profiles
•Your goal
•Target audience(s)
•Your message
•Social networks
•Media plan
@JoeKutchera ©2013
User-Centered Design and Marketing
@JoeKutchera ©2013
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
@JoeKutchera ©2013
ntegrate your communication channels
@JoeKutchera ©2013
“Your most unhappycustomers are yourgreatest source of learning,”
And the best place to find those unhappy customers today is across your social media channels.
@JoeKutchera ©2013
Marketing = Customer Service
@JoeKutchera ©2013
Marketing = Customer Service
@JoeKutchera ©2013
Marketing = Customer Service
@JoeKutchera ©2013
Benefits to Integrating Social Systems
• Better customer service
• Learn how to improve as a company
• Happier customers
• Improved word of mouth
@JoeKutchera ©2013
ransform your audience into communities
@JoeKutchera ©2013
Magnetic Content attracts customers.
@JoeKutchera ©2013
Learning Lessons from Stories
@JoeKutchera ©2013
The Power of Stories in Business
@JoeKutchera ©2013
BabyCenter Community: Sharing StoriesSharing their stories of being pregnant with other moms
@JoeKutchera ©2013
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 ©2013
Inspiration for future campaigns
@JoeKutchera ©2013
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
@JoeKutchera ©2013
ptimize
@JoeKutchera ©2013
Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
@JoeKutchera ©2013
Brand Sends Free, Personalized Recipes via Twitter
@JoeKutchera ©2013
Benefits to Optimizing
• React to customers in real time
• Optimize products to best fit customer’ needs
• Improve conversions from your website and advertising
@JoeKutchera ©2013
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
Research
Planning
Launch and Maintain
@JoeKutchera ©2013
Innovation for the Next Generation: Mobile
@JoeKutchera ©2013
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
@JoeKutchera ©2013
Thank you to my Co-Authors Alonso Fernandez and
Karla Berman in Google’s Mexico City Office
July 2013
