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Communicating Across Cultures With Social Media - Social Media Brasil 2010 (English)

Communicating Across Cultures With Social Media - Social Media Brasil 2010 (English)



Presentation for Social Media Brasil 2010.

Presentation for Social Media Brasil 2010.



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  • Full Name Full Name Comment goes here.
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    Dear Jessica,

    I wrote you earlier but you did not respond to my mail. Like I wrote you earlier, I am Attorney Matiko Timbo, a lawyer by profession, based in Lome - Togo. In my first mail I mentioned to you about a late client of mine (a native of your country) who died with his wife and only child in an accident On the 21st of April, 2005, without any disclosed relative. I need your urgent assistance claiming the sum of U.S. $ 12,500,000.00 million belonging to my late client, which is deposited in a bank Togo. He was my client and a major supplier contractor for big oil companies.
    I am contacting you due to the similarity of your surname with my late client. Therefore, I am calling your attention because that the bank asked me to bring his closest kin.
    Indicate your interest by writing back directly to my e-mail: (matiko.timbo@rocketmail.com) for more details.


    Barrister Matiko Timbo (ESQ.)
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    Communicating Across Cultures With Social Media - Social Media Brasil 2010 (English) Communicating Across Cultures With Social Media - Social Media Brasil 2010 (English) Presentation Transcript

    • Jessica Faye Carter // Social Media Brasil // 24 June 2010
    • Companies are using social media to connect with users on multiple levels. And they are using culture to do it.
    • In business… State Farm launched Bollystar, a social media site designed to reach South Asian consumers and other fans of Bollywood
    • In entertainment… The NBA recently launched énebéa, a social media site for Spanish-speaking basketball fans around the world
    • Even in search… Imhalal.com is a search engine that filters Internet content for Muslims
    • Why companies are doing this •  Value of The Long Tail •  Provide personalized user experience •  Buying power of cultural groups increasing •  Various market segmentation •  To increase sales and profitability
    • Today’s discussion •  Culture basics •  What companies and organizations are doing •  Challenges with social media and culture •  Best practices
    • How we talk about culture •  Different ways we talk about culture –  From the Latin cultura, “to cultivate” –  Refinement, the arts, things congruent with the notion of being civilized –  Mental programming or “software of the mind”
    • Mental programming Specific to Inherited individual and learned PERSONALITY Specific to group Learned or category CULTURE Universal Inherited HUMAN NATURE Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
    • What is culture? “Collective programming of the mind that distinguishes the members of one group or category of people from others.” Source: Geert Hofstede and Gert Jan Hofstede, Cultures and Organizations: Software of the Mind, 2005
    • We all belong to multiple cultures National & Education Regional Religion Level Origin Economic Military Gender Background Service Sexual Ethnicity Orientation/ Etc. Preference
    • How companies are connecting across culture
    • NBA // www.nba.com/enebea •  Connect with users on multiple levels of culture •  Provide content for a variety of interests •  Work with other culturally-specific social media sites •  Co-locate target site within larger brand
    • State Farm // www.BollyStar2009.com •  Provide ways for users to actively engage the site •  Use incentives to encourage participation •  Partner with related sites to increase reach and influence •  Make it fun!
    • American Airlines // www.BlackAtlas.com •  Test site in multiple stages •  Take audience perspective seriously •  Continual monitoring and engagement •  Highlight previous engagement with group
    • Unilever •  Target users by platform •  Use word-of-mouth marketing •  Don’t shy away from risk •  Expand the reach of successful strategies
    • CHALLENGES // Dificuldades •  Everyone won’t like the idea of connecting with culture •  Connect with individuals not “markets” •  Don’t limit cultures •  Avoid stereotyping •  Be careful with humor
    • BEST PRACTICES // Melhores Práticas •  Choose your platform(s) wisely •  Provide multiple connection points •  Avoid stereotyping •  Track site activity •  Respond to feedback •  Be willing to learn as you go!
    • THANK YOU // Obrigada For More Information email: jcarter@jessicafayecarter.com twitter: twitter.com/jescarter © 2010 Jessica Faye Carter