1.
THE ROI FOR BRANDS
SOCIALMEDIA & DIVERSITY:
#DIVERSEROI#SXSW2015 bit.ly/SMDiversity

2.
Nailah Blades
@NailahBlades
Andre Blackman
@mindofandre
Abe Cajudo
@AHAbraham
Pam Slim
@pamslim #DIVERSEROI

3.
#DIVERSEROI

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

5.
HIGHLIGHTING DIVERSITY IMPROVES
YOUR REPUTATION
AND PERCEPTION IN YOUR COMMUNITIES
AND CLIENT CIRCLES.
STUDIES SHOW…
#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

8.
DON’T FIT YOUR
ROUND BRAND
INTO A
SQUARE HOLE.
#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

11.
HONEYWELL#THISISWHOLESOME CAMPAIGN
#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

13.
BECO BABY CARRIER APOLOGY
#DIVERSEROI

14.
CHANGES IN INFLUENCER LANDSCAPE
Influencer Ranking Metrics
Pay to Play
Short-term VS Long-term
#DIVERSEROI

15.
LEVERAGE THE RIGHT WAY
Finding
Engaging
Keeping
#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

18.
Interesting
Relevant
Authentic
Storytelling
#DIVERSEROI

19.
EXAMPLES
AT&T Tech Innovators
Lincoln MKC
.SOY
#LATISM
#DIVERSEROI

20.
AT&TTECH INNOVATORS
#DIVERSEROI

21.
LINCOLN MKC
#DIVERSEROI

22.
.SOY
#DIVERSEROI

23.
#DIVERSEROI

24.
The Shelf
Blog Lovin
LesbiansWhoTech
MVMT50
InclusiveDev
#DIVERSEROI

25.
How should brands and
marketers avoid offending
multicultural and diverse
communities?
#DIVERSEROI

26.
A Three Step Framework
#DIVERSEROI

27.
RESPECT
#DIVERSEROI

28.
Stories
Culture
Language
History
Struggles
Successes
#DIVERSEROI

29.
#DIVERSEROI

30.
#DIVERSEROI

31.
ABC’S FRESH OFF THE BOAT
#DIVERSEROI

32.
#DIVERSEROI

33.
Find the human universals.
#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

37.
EXPRESSION
IS THE CURRENCY OF
DIVERSE COMMUNITIES
#DIVERSEROI
– @AHABRAHAM
“
”

38.
RE-FRAME
#DIVERSEROI

39.
Once upon a time…
#DIVERSEROI

40.
Don’t go after the easy or obvious…
Jokes
Imagery
Choices
Lists
Keynote Speakers
Expand your exemplars.
People notice that stuff.
#DIVERSEROI

41.
BUZZFEED’S HIRING GUIDE
#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

44.
Metric
Stat
Lead
Initiative
Campaign
BEHIND EVERY…
…ARE PEOPLE#DIVERSEROI

45.
REPEAT
#DIVERSEROI

46.
Walk the walk.
One step (or social media post)
ain’t a walk.
#DIVERSEROI

47.
REPEATED EFFORTS GET NOTICED
Creates a welcome environment
Demonstrates your brand’s values
Gets RESPECT from diverse audiences
#DIVERSEROI

48.
Allies or nah?
#DIVERSEROI

49.
“The role of the artist
is to not look away.”
— Akira Kurosawa
#DIVERSEROI

50.
#DIVERSEROI
@PAMSLIM

51.
HONEYWELL#THISISWHOLESOME CAMPAIGN
#DIVERSEROI

52.
“The world today doesn’t make any
sense, so why should I paint pictures
that do?”
—Pablo Picasso
#DIVERSEROI

53.
“A new kid named Leon
came to our school last
week.”
“What do you do when
a new kid comes to
your school?”
“We play with him.” #DIVERSEROI

54.
Nailah Blades@NailahBlades
Andre Blackman@mindofandre
Abe Cajudo
@AHAbraham
Pam Slim@pamslim
#DIVERSEROI
donnaandnailah.com
andreblackman.com
abecajudo.com
pamelaslim.com