Your Social Media Wakeup Call - Why you can't wait any longer to engage Hispanics

1. YOUR SOCIAL MEDIA WAKE UP CALL : A “How To” Guide to Real-Time Online Engagement for Multicultural Marketers

4. STORYTELLING Every brand has a story to tell ... those who tell them best win

5. Broadcast power is shrinking. Audiences control brand conversations. And consumers are calling the shots.

6. is NOT a risk-free strategy. DOING NOTHING UP UNTIL A YEAR AGO, saying “no” to social media was a safe course of action for anyone who wanted to stay employed in marketing. But the deep recession, combined with the rapid upswing in online social interactions, has made social messaging a necessary choice.

7. AND YET…

8. Hispanics are active social networkers

9. “ Hispanics are the most willing to engage with brands they like on Facebook and other social networks” − emarketer.com May 25, 2010

10. MEET THE HISPANIC INTERNET USER: IAB x 50% MALE/50% FEMALE HOUSEHOLD INCOME OF $77K HOUSEHOLD SIZE OF 4 (36% 5+ PERSONS) 36 YEARS OLD 64% HAVE CHILDREN AND 20% HAVE 3 OR MORE 58% OWN A HOME 69% ARE EMPLOYED (23% LIVE IN HOUSEHOLDS WITH 3+ EMPLOYED ADULTS) 80% SPEAK SPANISH AT HOME Source: Simmons NCS/NHCS Fall 2009 Full Year, Population A18+ (Nov08‐Dec09); “Online” defined as websites/search engines visited in past 30 days. 41% HAVE AT LEAST 1 YEAR OF COLLEGE (19% GRADUATED COLLEGE+) 33% U.S. RESIDENTS FOR 10+ YEARS 48% WERE BORN OUTSIDE THE U.S. 59% MEXICAN 51% MARRIED

11. CASE STUDY – KRAFT

12. CASE STUDY – FIRST CHOICE POWER

13. CASE STUDY – YO SUMO

14. THE BASICS OF SOCIAL LISTENING… How do I get started? • What does a social media strategy look like? • What do I say? • How do I staff it? • What’s the range of skills I need? • Do I want a blog or a forum? Or neither? Or both? • What software works best? • How do I set KPIs? • What listening tool is best? • What will it cost? • How do I decide what to respond to? • How can I be sure what to ignore? • How do I keep up with the FTC’s ever-changing regulations? • How do I respond in real time when it takes me 12 days to get stuff through legal? • Do I need an agency? • What does my lead social media agency do? • What do my other agencies do? • What do I handle internally? • Can I measure the ROI? • What if there’s a backlash? • What if I create more problems than I cure? • Do I allow public comments on my sites? • How do I do that? • What if someone posts something completely outrageous? • Do I need to use video? • Do I have to write everything myself, because I do NOT have time and I can’t write. • How do I handle blogger outreach? • How do I budget for social media? • Can I outsource social media or do I have to do it all myself? • How can I schedule social media programs? • How do I get started? • What does a social media strategy look like? • What do I say? • How do I staff it? • What’s the range of skills I need? • Do I want a blog or a forum? Or neither? Or both? • What software works best? • How do I set KPIs? • What listening tool is best? • What will it cost? • How do I decide what to respond to? • How can I be sure what to ignore? • How do I keep up with the FTC’s ever-changing regulations? • How do I respond in real time when it takes me 12 days to get stuff through legal? • Do I need an agency? • What does my lead … AND REAL-TIME PUBLISHING

16. IT’S A JUNGLE OUT THERE ... ...AND EACH PLATFORM HAS A SOUL

24. Real-Time PUBLISHING

26. 1 ST THING TO KNOW ABOUT YOUR AUDIENCES IS how and how much THEY ENGAGE IN SOCIAL MEDIA. are the few and powerful who actually create content and publish it in social media. CREATORS CRITICS COLLECTORS JOINERS SPECTATORS Forrester Research in 2006 invented “social technographics,” which splits all humanity into six groups according to the activities they participate in at least monthly on social media. rate and review products/services, comment on blogs, participate in forums, edit wikis. use RSS to “collect” content, vote up content on sites like Digg, tag photos and web pages. maintain profiles on and visit social sites. just watch—reading blogs, looking at videos, paying attention to social sites.

27. 2 ND STEP WITH AUDIENCES: SEGMENT MESSAGING BY EACH PERSON’S PLACE IN THE TRADITIONAL PURCHASE FUNNEL AWARENESS CONSIDERATION PURCHASE RE-PURCHASE LOYALTY Build anticipation to increase velocity to market; put your brand in the consideration set. Provide reasons to buy: Features, offers, lifestyle pluses, testimonials, etc. Reinforce purchase decision and welcome buyer to community. Provide responsive customer service and valuable content. Deliver news of innovations, improvements and other incentives to accelerate second purchase. Social media is particularly important in the purchase funnel because the top two purchase influencers are the opinions of friends and of strangers online, Nielsen has found.

28. 3 RD STEP: KNOW AUDIENCES’ SENTIMENTS AND INFLUENCE WITH OTHERS

30. MOVE SENTIMENT AND INFLUENCE ACQUAINTANCES FOES FIENDS FRIENDS FANATICS You move sentiment through conversation management . Sentiment Influence

31. MOVE SENTIMENT AND INFLUENCE You move influence through relationship management . ACQUAINTANCES FOES FIENDS FRIENDS FANATICS Sentiment Influence

32. Active RESPONSE

33. A DEFINED agency-client RESPONSE TEAM enables REAL-TIME, ON-BRAND PUBLISHING… AGENCY TEAM CLIENT-SIDE TEAM Expertise and Approvals Managing Editor Active Responders managing the conversation Writers and Editors publishing and linking Tech and Production Social Media Lead PR Team Leader Brand Manager Corporate Lawyer Other individual client-side experts Listening and Publishing

35. ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time. “ My widget is broken and nobody at Widgetz will help!” Comment captured and classified by response team. Reply suggested to appropriate client-side approver(s). Approved client reply returned to response team. Response posted. 1 2 3 4 5 “ My widget is broken and nobody at Widgetz will help!” Hey, it’s Bob from Widgetz. We’re sorry you’re having trouble. Click here for the manual…you want page 61. Comment posted online.

36. RISK and REWARD

37. RISK #1: THE SNOWBALL EFFECT Angry customer tweets a false rumor. Influential blogger gets “tipped” on the false info. Gleeful readers spread the rumor on social networks, citing the blogger. Lazy analysts and major media reporters write articles citing these “multiple online sources.” A negative thread, if unchecked, can quickly spell social media disaster. Especially if it’s entertaining, negative and anti-corporate. Everyone loves to hate on big business!

38. RISK #1: THE SNOWBALL EFFECT We respond on Twitter, using the same #hashtag so searches find our correction whenever they find the false info. We reach out to the blogger to alert him to the error. If the blogger doesn’t retract quickly enough, we tell his or her competition. We post the truth, then go into every comment stream and link readers back to it. THIS COULD HAVE BEEN AVOIDED or MITIGATED Angry customer tweets a false rumor. Influential blogger gets “tipped” on the false info. Gleeful readers spread the rumor on social networks, citing the blogger. Lazy analysts and major media reporters write articles citing these “multiple online sources.”

39. RISK #2: THE BACKLASH A misguided effort is loosed in the blogosphere. Aggrieved/amused blogosphere retorts entertainingly. If a corporate effort in social media, no matter how pure in motivation or clever in execution, comes across as insincere, self-serving or insufficiently humble, it can be exposed by the online arbiters of justice, and used to demonstrate your venality or idiocy. You now have a bigger problem than the one you started with.

40. RISK #2: THE BACKLASH A misguided effort is loosed in the blogosphere. Aggrieved/amused blogosphere retorts entertainingly. You now have a bigger problem than the one you started with. THIS COULD HAVE BEEN AVOIDED or REPURPOSED Too late? Decide if you want to play (respond more interestingly/amusingly than the backlash) or throw in the towel (apologize). Avoid releasing the kinds of content that incite backlash. Be honest, transparent, do good. No puffery, no fakery.

41. RISK #3: CREATING A MONSTER Anonymous complainer is ignored. He arranges an entertaining protest vehicle. The web takes notice and makes him famous. Now he makes a living hating you professionally.

42. RISK #3: CREATING A MONSTER Anonymous complainer is ignored. He arranges an entertaining protest vehicle. The web takes notice and makes him famous. Now he makes a living hating you professionally. THIS COULD HAVE BEEN AVOIDED or MINIMIZED Perfect juncture to post a mea culpa and offer to make it better…publicly, so everyone can see you. Active Response Team in place would have caught the initial complaint. The anonymous complainer is king! You have one last chance to bring him into the fold. Can you make him a consultant?

43. In CONCLUSION…

47. Chiqui Cartagena SVP, Multicultural Marketing Ph: 646-437-0646 [email_address] www.storyworldwide.com