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You think you know content strategy, that is, until you're asked to include international markets into the mix. But, not to worry. We've got Joe Kutchera, an expert in helping brands expand their content into international markets, especially in Latin America. During this live presentation, Joe will be sharing stories and content strategy insights from his new book E-X-I-T-O: Your Digital Marketing Strategy in 5 Steps. (The book is in Spanish, but Joe's presentation to us will be in English.)
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@JoeKutchera ©2014
Donating 100% of author proceeds to:
@JoeKutchera ©2014
Example of Successful Marketing Model
PPRODUCT
PPLACE
PPRICE
PPROMOTION
@JoeKutchera ©2014
Why we need a new marketing model
Technology Community and Content
Innovation
Social Listening and Research
Changing Demographics of America
@JoeKutchera ©2014
scuche a su audiencia (listen to your audience)
perimente como usuario (put yourself in shoes of user)
ntegrate your communications channels
ransform your audience into communities
ptimize
“Latinized” Marketing model for era of social media™
@JoeKutchera ©2014
scuche a su audiencia (Listen to your audience)
@JoeKutchera ©2014
3M’S Post-It: Listening for Marketing Ideas
Source: Peter Hellberg http://www.flickr.com/photos/peterhellberg/4625578444
@JoeKutchera ©2014
Post-It: Listening for Marketing Ideas
Source: Sonya Schlenk http://www.flickr.com/photos/sosch/6258683412
@JoeKutchera ©2014
Post-It: Listening for Marketing Ideas
Source: Scott Ableman, Flickr, http://www.flickr.com/photos/ableman/323256101/
@JoeKutchera ©2014
Post-It: Listening for Marketing Ideas
Source: Per_Karlsson, Flickr, http://www.flickr.com/photos/per_karlsson/7181254738
@JoeKutchera ©2014
Post-It: Listening for Marketing Ideas
@JoeKutchera ©2014
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.”
Dale Carnegie on “How to Win Friends”
• Be a good listener
• Encourage others to talk about themselves
@JoeKutchera ©2014
eXperimente como usuario, a través de "perfiles”
(Put yourself in the shoes of the user, using profiles)
@JoeKutchera ©2014
Nurse’s perspective Prefers to remove bandages quickly
Patient’s perspective Prefers bandages removed slowly
eXperimiente como usuario - Profiles
@JoeKutchera ©2014
Company perspective Customer perspective
eXperimiente como usuario - Profiles
@JoeKutchera ©2014
eXperimente como usuario - profiles
Source: Forrester Research, North American Technographics Online Benchmark Survey, Q3, 2011
@JoeKutchera ©2014
Develop your strategy using user profiles
• Your goal
• Target audience(s)
• Your message
• Social platforms
• Media plan
@JoeKutchera ©2014
Profiles Help Us Avoid Monolithic Thinking
“Ms. Davis, get us some binders full of Latinos.”
@JoeKutchera ©2014
What is the User Perspective? Localization
@JoeKutchera ©2014
What is the User Perspective? Localization
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
What is the User Perspective? Translation
@JoeKutchera ©2014
ntegrate your communication channels
@JoeKutchera ©2014
ntegrate Multicultural/Int’l Marketing
@JoeKutchera ©2014
ntegrate Multicultural/Int’l Marketing
@JoeKutchera ©2014
ransform your audience into communities
@JoeKutchera ©2014
Magnetic Content attracts customers.
@JoeKutchera ©2014
ransform your audience into Communities
@JoeKutchera ©2014
ransform your audience into Communities
@JoeKutchera ©2014
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
ransform your audience into Communities
@JoeKutchera ©2014
ransform your audience into Communities
@JoeKutchera ©2014
ransform your audience into Communities
@JoeKutchera ©2014
ptimize
@JoeKutchera ©2014
To improve is to change;
To be perfect is to
change often
- Sir Winston Churchill
ptimize
@JoeKutchera ©2014
ptimize for the Mobile Screen
@JoeKutchera ©2014
80% Spanish + 20% English
• News in Spanish: CNN en español, Huffington Post Voces
• News from Mexico: Milenio, Excelsior
• News in English: Fox News Latino, Huffington Post Latino Voices, New York
Times
ptimize for the Mobile Screen
@JoeKutchera ©2014
Lifestyle content
• Latina Magazine
• Esquire Latinoamérica
• Variety Latino
• CNET en español
• Bi-Lingual mix of content
ptimize for the Mobile Screen
@JoeKutchera ©2014 Ariel Coro Ismael Cala
ptimize for the Mobile Screen
@JoeKutchera ©2014 Ana Flores Chef Pepín
ptimize for the Mobile Screen
@JoeKutchera ©2014
Fashion Retailer C&A Displays Facebook ‘likes’ for Items in its Real-World Stores
@JoeKutchera ©2014
Brand Sends Free, Personalized Recipes via Twitter
@JoeKutchera ©2014
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 ©2014
What’s behind all content? CULTURE
@JoeKutchera ©2014
Hofstede’s Dimensions of Culture
Individualism Collectivism
Uncertainty Avoidance
Power Distance
Masculinity Femininity
Low Context High Context
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