GolinHarris at Social Media Week 2013 Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy A discussion on how black and Latino’s have dominated Twitter and Facebook, however lack SM strategies. Discuss best practices for multicultural social media strategies. #smwmulticultural

1. African Americans & Latinos:
Dominant on Twitter & Facebook,
Omitted from Social Media
Strategies
#smwmulticultural

2. What’s on the agenda?
Why Multicultural?
Short list of ‘Who’s Who’ in social media
Trending: what’s happening in this
space?
Thinking Total Market
Q&A

3. Multicultural America

4. Hispanic Spending

5. African American Spending

6. Multicultural Media Evolution

7. Hispanic
adults
African American
adults
White adults

8. By the Numbers
27% African
Americans
28% Hispanics
14% Whites

9. By the Numbers
2/3 of all US adults
are on Facebook

10. By the Numbers
23% African American
18% Hispanic
11% White
5% African American
8% Hispanic
6 % White
8% African American
10% Hispanic
18 % White

11. Why the Popularity?
• Evolution of
Technology
• Nature of the
Communication

12. Why the Omission?

13. It’s Just Twitter…

14. Social Media Helps…
• Advocate for issues
• Connect with like minds
• Share news and expertise
• Enhance entertainment

15. ‘Who’s Who’
Individuals Groups

16. Trending: #PaulasBestDishes

17. Trending: Activating Passion Points
Food & Family
Music & Sports

18. Trending:
#SmartBlackWomenOnTwitter
#Smart LatinaWomenOnTwitter

19. Trending: Positively Perfect
for Holidays

20. Trending: Hablamos Español…
and English!

21. Social Media Considerations
• Cultural relevance and attention to online behaviors is KEY to
success
• African American and Hispanics are social butterflies and
prefer social networking platforms to communicate and
socialize online
• Considering bilingual, bi-cultural content is essential for
reaching both Spanish- preferred and English- preferred
Hispanics.
• Multiple platforms exist for reaching the consumer via digital
word-of-mouth
• Conversation trends indicate that as a whole, African
Americans are interested in knowing key elements of brands

22.  Join and follow conversations
• #LATISM, #HISPZ, #BlackTwitter, @EssenceDebates
 Find out more about social media and multicultural
• Read: AdAge, AdWeek, PewInternet.org, Hispanicize.com,
TargetMarketNews.com, Chatterati (on TheRoot.com)
 Find out who in your organization is tasked with multicultural
marketing and ask them: what’s your social plan?
 Identify relevant passion points for the multicultural audiences
you’re targeting and KNOW them – they’ll help shape what you
want to do
 Don’t be afraid to test…start with a passion point
Want to get started?