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CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
CULTUREDECKBWE2008
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CULTUREDECKBWE2008

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From the Blog World Expo 2008: Clicking With Diverse Audiences. Discusses building diverse audiences online.

From the Blog World Expo 2008: Clicking With Diverse Audiences. Discusses building diverse audiences online.

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  • 1. C.U.L.T.U.R.E. Clicking with Diverse Online Audiences
  • 2. C.U.L.T.U.R.E. <ul><li>In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web? </li></ul><ul><li>How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users? </li></ul>
  • 3. C.U.L.T.U.R.E. Panelists: <ul><li>Nicole Simon , runs CruelToBeKind.org </li></ul><ul><li>• German-based European New Media Specialist & Technology Implementation </li></ul><ul><li>Analyst. (neezee@gmail.com) </li></ul><ul><li>James Andrews , VP, Director Interactive at Ketchum Worldwide </li></ul><ul><li> • Expert Blogger for Fast Company </li></ul><ul><ul><li>Global Client Director at Isobar Global </li></ul></ul><ul><ul><li>Founder, TheKeyinfluencer.com (keyinfluencer@gmail.com) </li></ul></ul><ul><li>Gina McCauley , publisher/webmaster (whataboutourdaughters@gmail.com) </li></ul><ul><ul><li>WhatAboutOurDaughters.com </li></ul></ul><ul><ul><li>MichelleObamaWatch.com </li></ul></ul><ul><ul><li>BloggingWhileBrown.com </li></ul></ul><ul><li>Hadji Williams , author/brand consultant/online publisher (hadji@knockthehustle.com) </li></ul><ul><ul><li>17-year vet of the advertising marketing industry </li></ul></ul><ul><ul><li>Author of KNOCK THE HUSTLE(knockthehustle.com * hustleknockin.com) </li></ul></ul><ul><ul><li>Co-founder of ProdigalPen Publishing, Inc. (prodigalpen.com) </li></ul></ul><ul><ul><li>[email_address] , twitter.com/blackcanseco </li></ul></ul>
  • 4. C.U.L.T.U.R.A.L. Notes: <ul><li>In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web? </li></ul><ul><li>How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users? </li></ul><ul><li>1 in 3 Americans are Black, Hispanic, and/or Asian American. (Blacks = 40.7 million , Hispanics = 45.5 million , Asian Americans = 15.2 million .) </li></ul><ul><li>• U.S. comprises less than 6% of the total global population; and only 17% of all internet users, globally. </li></ul><ul><li>• Globally, only 23% of the world is online. </li></ul><ul><li>• Globally, most internet users are non White US/Anglo-Europeans, non-Westernized citizens. </li></ul><ul><li>• The fastest growing groups online are Native Chinese/Chinese Americans, and South-/Central American/Hispanic Americans and African/African Americans. </li></ul><ul><li>• 77% of US Women ages 25-34 are web surfers while 75.6% of males </li></ul><ul><li> in this age bracket have internet access. </li></ul>
  • 5. C . U.L.T.U.R.E: <ul><li>C ontent </li></ul><ul><li>Content is best when in context of the community. </li></ul><ul><li>Content—be it columns, stories, op-ed, music, news, etc.— should answer the question </li></ul><ul><li>“ what does this say about how ‘we’ define ‘us’? </li></ul><ul><li>Content should be fresh, culturally relevant and cover what mainstream media/online outlets won’t/doesn’t. </li></ul><ul><li>C omments </li></ul><ul><li>User comments/posting/consumer feedback, etc.s are surrogates for your site/community. </li></ul><ul><li>What you allow to stand/go unaddressed shapes how viewers perceive your site. </li></ul><ul><li>Answer/respond to comments. It’s a secondary dialog. </li></ul><ul><li>C ommunal </li></ul><ul><li>The best ethnic-centric sites maintain an ongoing dialogue with their audiences. </li></ul><ul><li>They leverage the larger collective of sites with hared perspectives. </li></ul><ul><li>Embrace and celebrate differences within the community but </li></ul><ul><li>“ circle the wagons” when needed. </li></ul><ul><li>C ontrolled Unity </li></ul><ul><li>• Reality—neighborhoods, school, churches, etc.—are still largely segregated, </li></ul><ul><li>especially in the US. </li></ul><ul><li>• Many cultural groups crave unity a safe, “controlled environment” of the web. </li></ul>
  • 6. C. U .L.T.U.R.E: <ul><li>U nderstanding Who’s All Out There: </li></ul><ul><ul><ul><li>More than mainstream sites, ethnic-centric sites need to understand their audiences’ wants, interests, and needs. </li></ul></ul></ul><ul><ul><ul><li>Understand the cultural/demographic landscape you’re trying to attract and provide online content in. </li></ul></ul></ul>
  • 7. C. U .L.T.U.R.E: <ul><li>U nderstanding, pt.2: Knowing who’s online. </li></ul>• 1 in 3 Americans are Black, Hispanic, and/or Asian American. (Blacks = 40.7 million , Hispanics = 45.5 million , Asian Americans = 15.2 million ., 305 million total US citizens) • U.S. comprises less than 6% of the total global population; and only 17% of all internet users, globally. • Globally, most internet users are non White US/Anglo-Europeans, non-Westernized citizens. • The fastest growing groups online are Native Chinese/Chinese Americans, and South-/Central American/Hispanic Americans and African/African Americans. • 77% of females in the 25-34 age group are web surfers, while 75.6% of males in this age bracket have internet access.
  • 8. C. U .L.T.U.R.E: <ul><li>U nderstanding, pt.2: Who’s Online & Where are they: </li></ul>• Over 6.72 Billion Earthlings. • Over 1.46 Billion of whom are Internet users (June 2008)
  • 9. C. U .L.T.U.R.E: <ul><li>Understanding, pt.2: All blogs are global. </li></ul>For example: This a US blog (Crueltobekind.org), but as you can see, the users are from over 100 countries.
  • 10. C.U. L . T .U.R.E: <ul><li>L anguage & T ranslation </li></ul><ul><li>Translating content created for one audience into the language of another audience is not enough. </li></ul><ul><li>Sprinkling slang/colloquialisms into your content is not enough. </li></ul><ul><li>Utilize diverse writers/content providers whenever possible. </li></ul><ul><li>Perspective translates when language doesn’t. </li></ul><ul><li>What you write about is as important as how you write about it. </li></ul>
  • 11. C.U. L . T .U.R.E: (pt.2) <ul><li>L everage T echnology </li></ul><ul><li>Technology is seen as the great equalizer among multicultural audiences and webmasters. </li></ul><ul><li>Technology = access + opportunities for multicultural audiences. </li></ul><ul><li>Black, Hispanic and Asians comprise the earliest adaptors of new technology in the US market. </li></ul><ul><li>Stay abreast of all “connective” technology (i.e. open-source apps, widgets, file-sharing apps, video editing, twitter, phones, etc.) and update your sites, blogs, links accordingly. </li></ul>
  • 12. C.U.L.T. U . R . E : <ul><li>U ndertake R eal-world E ndeavors (and extensions) </li></ul><ul><li>• Every culturally-centric site should be able to answer the question of “How do we extend this off-line?” </li></ul><ul><li>• The best urban sites/communities offer resources/strategies and even leadership that enhances some sort of real-world activity. ( political/issue involvement, spreading garnering useful news, community, organizing, commerce. </li></ul><ul><li>• Some examples: </li></ul><ul><ul><li>Color Of Change.org + The Jena 6 </li></ul></ul><ul><ul><li>Souljah Boy +YTube </li></ul></ul><ul><ul><li>AfroSpear +DNC </li></ul></ul><ul><ul><li>Missing Children of Color Campaign </li></ul></ul><ul><ul><li>CarolsDaughter.com </li></ul></ul><ul><ul><li>Politics—Barack Obama, Ron Paul, Howard Dean </li></ul></ul>
  • 13. C.U.L.T.U.R.E Sites: <ul><li>Hustleknockin.com </li></ul><ul><li>theKeyinfluencer.com </li></ul><ul><li>Whataboutourdaughters.com </li></ul><ul><li>Mcmexpo.com </li></ul><ul><li>Thesmokingsection.com </li></ul><ul><li>Colorofchange.org </li></ul><ul><li>Multicultclassics.blogspot.com </li></ul><ul><li>crueltobekind.org </li></ul><ul><li>beissholz.de </li></ul><ul><li>Ethnicevents.com </li></ul><ul><li>Racialicious.com </li></ul><ul><li>Feministing.com </li></ul><ul><li>Illdoctrine.com </li></ul><ul><li>jackandjillpolitics.com </li></ul><ul><li>juantornoe.blogs.com </li></ul><ul><li>spanishblogger.com </li></ul><ul><li>dailytexican.blogspot.com </li></ul><ul><li>hispanicpundit.com </li></ul><ul><li>hispanicmarket.net </li></ul><ul><li>bestblogs.asia </li></ul><ul><li>weblogawards.org </li></ul><ul><li>BlogBharti.com </li></ul><ul><li>Afrospear,.com </li></ul>

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