First things first: Inclusivity is not a marketing ploy to increase profits. Your products and services are not targeted towards just one type of customer. If your audience includes people from all walks of life, your marketing should also go beyond social labels and represent everyone irrespective of race, sexuality, gender, religion, and more. This indicates that inclusivity is something every brand should be working towards bettering and improving over time (it’s not a one-time-only task). This session will highlight marketing that reflects your user base. Watch on-demand: https://www.falcon.io/cmp/2022-digital-trends-resources/

3. IMPROVED
INCLUSIVITY
Marketing that reflects your user base
Lauren Thomas
Sr. Marketing Manager, Social
Media
Edelman

4. AGENDA
• About Me
• Finding your brand's role
• Brand's doing it right
• Putting representation first
• Creating community guidelines
• Staying open
• Key Takeaways
• Q + A

5. ABOUT ME
7+ years of experience
in the social media
space
I've worked across Gaming, B2B, SaaS,
Fintech, and Healthcare

6. Consumers care more about a brand's values than
they ever have before. They're no longer willing to
support companies that aren't inclusive, providing
accessibility and representation.
Your social channels and marketing should make
ALL people feel welcome and included.
Improving inclusivity is crucial to brand
success
IT'S MORE THAN
JUST A MOMENT

7. Uncover what your company can bring to
the conversation that feels authentic to
your audience
FIND YOUR
BRAND'S ROLE
Questions to ask:
Can you provide resources, a platform for
marginalized voices, access to your audience?
How can your company help move the needle
when it comes to diversity, equity, and inclusion?

8. BRANDS DOING
IT RIGHT
@Falcon.io @edelman
#SparkDigital22 #WhatsNext #growwithsocial

9. FENTY BRAND
The Fenty brand has been inclusive from the start
with their products and campaigns disrupting the
fashion and beauty industries.
Rihanna has stated that her brands "do not believe
in excluding anyone".
From their social accounts to their fashion shows,
the Fenty brand has been inclusive of size, gender,
skin tone and age. They've actively included
marginalized communities and bodies in an
authentic way that has resonated with audiences
and consumers alike.

10. THIRDLOVE
Thirdlove has called themselves the "antithesis to
Victoria's Secret", embracing diversity and
empowering all womxn.
They've focused on breaking down barriers found
within the undergarment industry, including size
and skin tone discrimination. Their social accounts
focus on highlighting their diverse audience.

11. LEGO
Lego has made significant strides in diversifying
their toys by including more representation and
accessibility.
Lego announced that they will be removing
gender stereotypes from its toys. They've also
begun incorporating braille and audible
instructions to increase accessibility.
They've expanded their range of toys increasing
both diversity and representation.
@Falcon.io @edelman
#SparkDigital22 #WhatsNext #growwithsocial

12. PUT
REPRESENTATION
FIRST Inclusivity doesn't happen overnight.
Act with intention when it comes to the
representation found on your social
channels, marketing campaigns, and
throughout your organization.

13. Representation doesn't end on social, it
also needs to happen internally to make
sure it's properly represented externally.
WAYS TO
INCORPORATE
REPRESENTATION
Make sure that the teams that are creating
campaigns, social activations, etc. are also diverse
and inclusive, reflecting the audience that the
campaign is targeted for.
• Bring in influencers early on in the process to
help collaborate and provide constructive
feedback
• Run your campaigns by user groups that meet
your target audience, to ensure your
messaging is accurate and inclusive
• Tap into any internal DE&I resources
• Look at the accessibility capabilities available
within the social platforms, like captioning

14. Take the guesswork out of the
equation by using community
guidelines to create a timely
response
Create clear and specific
community guidelines for
crisis moments
Ensure that there's alignment
across the company on the
team's response so you're
properly representing the brand
Work with other teams
to create your
community guidelines
Having community guidelines
empowers your team to quickly
respond to both world events
and crisis moments
Be prepared to respond
quickly
CREATE COMMUNITY
GUIDELINES

15. Both the world and social media are rapidly changing.
Stay nimble and allow room for growth
Be open to criticism and dialogue. We can never get
better and improve if we don't have honest
conversations
Incorporate post-mortems after campaigns to
understand how things performed, what went well,
and what needs to change. Make it a safe space for
your team to share any concerns they had
Understand that the work of D&I is never over
STAY OPEN
TO GROWTH
AND CHANGE

16. KEY TAKEAWAYS
You must act with intention to make your social
channels inclusive
Listen to what marginalized voices have to say both
on social and within your teams. Create safe spaces
for them to have dialogue and share feedback
Utilize social capabilities within the social platforms to
increase accessibility
You won't get it right every time and that's ok.
Continue to work towards inclusivity in an authentic
way
Create community guidelines so you can act quickly
during global moments and crisis events
@Falcon.io @edelman
#SparkDigital22 #WhatsNext #growwithsocial
1. You must act with intention to make your social
channels inclusive.
2. You won't get it right every time and that's ok. Continue
to work towards inclusivity in an authentic way.
3. Listen to what marginalized voices have to say both on
social and within your teams. Create safe spaces for
them to have dialogue and share feedback.
4. Create community guidelines so you can act quickly
during global moments and crisis events.
5. Utilize social capabilities within the social platforms to
increase accessibility.
Do try this at home
Key Takeaways.

17. Q + A

18. THANK YOU FOR
LISTENING!
Feel free to connect with me on LinkedIn