Lessons from the Marketing
         Campaign Trail
Using Social Media to Engage Multicultural Communities

               ...
GUIILT


we’re going for the guilt-free session


          Copyright © 2010 Jessica Faye Carter.
Every community
and every person
is multicultural.



(it’s not just about race, ethnicity, or
minorities)

              ...
This session is not only about how to
market to ethnic groups…




            Copyright © 2010 Jessica Faye Carter.
It’s about how to use social
media to connect with
people across different
dimensions of their identity

(ethnicity is onl...
Our approach
•  What is culture?
     –  how do we talk about it in this era of emerging
        technologies?
     –  soc...
Lesson #1:
Understand Culture +
Social Media
Culture Talk
•  Different ways we talk about culture
  –  From the Latin cultura, “to cultivate”
  –  Refinement, the arts...
What is Culture?
“Collective programming of the mind that
distinguishes the members of one group or
category of people fro...
Mental Programming
                              Specific to                          Inherited
                          ...
Culture Revealed:
   Symbols, Heroes, Rituals, Values
•  Symbols
      –  Shared meaning in language, power, attire within...
What about social media
       culture?
When Cultures Collide
National Cultural
Attributes




       “Hacker” Technology Business
                 Emerging

    ...
Cultural Views
                               Emerging
     Hacker                                                        ...
Culture + Tech
•    Long Tail
•    Openness/Transparency
•    Collective Intelligence
•    Hacking/Remixing Data & Info


...
Lesson # 2:
Engage Groups by
Using Co-cultures
Mental Programming
                              Specific to                          Inherited
                          ...
Co-Cultures
•  Everyone belongs to multiple cultural groups
   (“co-cultures”)
  –  National origin
  –  Ethnic/regional b...
What do you see?
•  Lisa Dineo
•  Born in Japan; lived there
   until she was 12
•  Teenage years in Iowa
•  ½ Black, and ...
Marketing to Co-cultures
•  Hacker culture
  –  Less emphasis on commercial issues—it’s about
     exploration of new idea...
Multicultural Social Media
Pros                                     Cons
•  Integrates with current               •  Lexic...
Connecting with Co-Cultures: NBA
•  Rather than focusing
   on one aspect of
   users’ identities,
   establish multiple
 ...
Connecting with Co-Cultures:
         American Airlines
•  Part of larger diverse
   marketing campaign
•  Focuses on Blac...
Lesson #3:
Establish Next-Level
Connections
Getting Past Cultural Basics
•  Connect with users beyond what is
   generally considered culture
•  Consider these areas:...
Marketing to Co-Cultures - Search
•  Search engines target
   religious users who
   want to avoid certain
   content
•  C...
Historical Connections:
           The Queerest Places
•  Chronicles historical
   sites with relevance
   to the LGBT
   ...
Lesson #4:
Watch out for Pitfalls
Pitfalls on the Road to Success
•  Assuming everyone
   will like your idea
   –  Not a fit w/personality                 ...
Pitfalls II
•  Skip the stereotypes
  –  Reducing an ethnicity to one characteristic
•  Be careful with humor
  –  it vari...
Lesson #5:
Test Your Concept and
Site
Going to Market
•  Two models
  –  Hacker culture says do the site quickly, make
     refinements later
     •  Pros: firs...
Unilever’s Approach
•  Tested brands like
   Pond’s Age Miracle
   Cream with Chinese
   women
•  Used blogs to connect
  ...
American Airlines’ Approach
•  Several stages of
   testing
  –  Focus groups
  –  Employees previewed
     and gave feedb...
Social Testing
•  Engaged users will
   highlight site,
   including pros and
   cons
•  Try to engage them
   (not just t...
Lesson #6:
Get Ready for the
Future
Future of Multicultural Social Media

•  Mobile
  –  Broad reach across demographics
  –  Reaches global markets that lack...
Connect with me


        jcarter@jessicafayecarter.com
        twitter.com/jescarter
        203.539.1436
Thank You.



 Copyright © 2010 Jessica Faye Carter.
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Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities

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Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities

  1. 1. Lessons from the Marketing Campaign Trail Using Social Media to Engage Multicultural Communities Jessica Faye Carter May 5, 2010 Copyright © 2010 Jessica Faye Carter.
  2. 2. GUIILT we’re going for the guilt-free session Copyright © 2010 Jessica Faye Carter.
  3. 3. Every community and every person is multicultural. (it’s not just about race, ethnicity, or minorities) Copyright © 2010 Jessica Faye Carter.
  4. 4. This session is not only about how to market to ethnic groups… Copyright © 2010 Jessica Faye Carter.
  5. 5. It’s about how to use social media to connect with people across different dimensions of their identity (ethnicity is only one dimension) Copyright © 2010 Jessica Faye Carter.
  6. 6. Our approach •  What is culture? –  how do we talk about it in this era of emerging technologies? –  social media as a culture •  Engaging users across dimensions of identity •  Establishing next-level connection points •  Common pitfalls and how to avoid them •  Going to market: testing your concept and site •  Getting ready for the future Copyright © 2010 Jessica Faye Carter.
  7. 7. Lesson #1: Understand Culture + Social Media
  8. 8. Culture Talk •  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” •  Muddled lexicon –  Sociology, anthropology, business, diversity, race Copyright © 2010 Jessica Faye Carter.
  9. 9. 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 Copyright © 2010 Jessica Faye Carter.
  10. 10. 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
  11. 11. Culture Revealed: Symbols, Heroes, Rituals, Values •  Symbols –  Shared meaning in language, power, attire within the group –  May shift between groups •  Heroes –  People whose attributes are valued and respected by the group (e.g., Martin Luther King, Jr., Gandhi, Ernesto (Che) Guevara, Confucius) –  May be shared by different groups •  Rituals –  Important group activities with deeper, hidden meanings (e.g., religious ceremonies, salutations, celebrations) •  Values –  Invisible; inferred from symbols, heroes, rituals Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005 Copyright © 2010 Jessica Faye Carter.
  12. 12. What about social media culture?
  13. 13. When Cultures Collide National Cultural Attributes “Hacker” Technology Business Emerging Culture Culture Culture Individual Cultural Copyright © 2010 Jessica Faye Carter. Attributes
  14. 14. Cultural Views Emerging Hacker Business Tech •  Focus on technical •  How to remain true •  Diverse markets proficiency to our hacker present a business •  Stick to the roots, but…show opportunity “operating system” me the money! •  Revenue is King •  Human and •  All levels of mental •  All levels of mental personality levels programming programming, but of mental •  Opportunity for narrow view of programming expanded culture •  Resistance to understanding of highlighting culture culture Copyright © 2010 Jessica Faye Carter.
  15. 15. Culture + Tech •  Long Tail •  Openness/Transparency •  Collective Intelligence •  Hacking/Remixing Data & Info Copyright © 2010 Jessica Faye Carter.
  16. 16. Lesson # 2: Engage Groups by Using Co-cultures
  17. 17. 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
  18. 18. Co-Cultures •  Everyone belongs to multiple cultural groups (“co-cultures”) –  National origin –  Ethnic/regional background –  Gender –  Economic status –  Education level –  Physical appearance (e.g., weight, height, attractiveness, coloring) –  Sexual orientation/preference –  Religion •  Sometimes these co-cultures conflict Copyright © 2010 Jessica Faye Carter.
  19. 19. What do you see? •  Lisa Dineo •  Born in Japan; lived there until she was 12 •  Teenage years in Iowa •  ½ Black, and identifies herself as multi-ethnic •  M.P.H., Johns Hopkins •  Religion: Catholic •  On her iPod: Rihanna, Colbie Caillat, Lazybatusu •  Married to a Japanese man, 1 son Copyright © 2010 Jessica Faye Carter.
  20. 20. Marketing to Co-cultures •  Hacker culture –  Less emphasis on commercial issues—it’s about exploration of new ideas •  Multicultural marketing (Business) –  Choose culture with highest affiliation (e.g., ethnicity, gender, etc., or socio-economic status) –  You can only do so much specialization •  Emerging Tech –  The Long Tail is profitable (because social media has aggregated these markets –  Phase 1: combine multicultural marketing with social media Copyright © 2010 Jessica Faye Carter.
  21. 21. Multicultural Social Media Pros Cons •  Integrates with current •  Lexicon still muddled business practices and •  Still using major identity nomenclature categories—not reaching •  People are somewhat all co-cultures conditioned to view •  Some controversy about culture as ethnicity use of culture in •  Gives some sense of business practices using culture as a connection point Copyright © 2010 Jessica Faye Carter.
  22. 22. Connecting with Co-Cultures: NBA •  Rather than focusing on one aspect of users’ identities, establish multiple connection points –  National origin –  Multiple language offerings –  Regional interest –  Entertainment www.nba.com/enebea offerings Copyright © 2010 Jessica Faye Carter.
  23. 23. Connecting with Co-Cultures: American Airlines •  Part of larger diverse marketing campaign •  Focuses on Black travelers •  Nelson George, Travel Expert-at-Large •  English language (other languages could expand reach) •  Blackness has different connotations in other www.blackatlas.com regions of the world Copyright © 2010 Jessica Faye Carter.
  24. 24. Lesson #3: Establish Next-Level Connections
  25. 25. Getting Past Cultural Basics •  Connect with users beyond what is generally considered culture •  Consider these areas: –  Emotional connections –  Values (e.g., family-oriented, respect for elders, religious considerations) –  Highlight commitment to community –  Showcase a group’s history Copyright © 2010 Jessica Faye Carter.
  26. 26. Marketing to Co-Cultures - Search •  Search engines target religious users who want to avoid certain content •  Could be of interest to non-religious users •  I’mHalal has warnings for the devout Copyright © 2010 Jessica Faye Carter.
  27. 27. Historical Connections: The Queerest Places •  Chronicles historical sites with relevance to the LGBT Community –  Cole Porter’s house –  GLAMA in Kansas City •  Celebrates LGBT culture and history queerestplaces.wordpress.com •  Part of community of historical LGBT sites Copyright © 2010 Jessica Faye Carter.
  28. 28. Lesson #4: Watch out for Pitfalls
  29. 29. Pitfalls on the Road to Success •  Assuming everyone will like your idea –  Not a fit w/personality PERSONALITY –  May prefer the “human only” approach CULTURE –  You cannot please everyone •  Avoid limiting culture A screenshot of Pitfall! on the Atari 2600 HUMAN NATURE to appearances, languages, cuisines Copyright © 2010 Jessica Faye Carter.
  30. 30. Pitfalls II •  Skip the stereotypes –  Reducing an ethnicity to one characteristic •  Be careful with humor –  it varies considerably across cultures –  insider/outsider dynamics may not allow you to express certain types •  Remember the idiom!! Copyright © 2010 Jessica Faye Carter.
  31. 31. Lesson #5: Test Your Concept and Site
  32. 32. Going to Market •  Two models –  Hacker culture says do the site quickly, make refinements later •  Pros: first to market, establish leadership with the group •  Cons: this could lead to costly mistakes and really bad publicity if things go poorly –  Business culture says test, test, test •  Pros: Sensitive to the importance of culture, may resonate on deeper levels •  Cons: Slower to market; does it get waylaid in the pipeline? Copyright © 2010 Jessica Faye Carter.
  33. 33. Unilever’s Approach •  Tested brands like Pond’s Age Miracle Cream with Chinese women •  Used blogs to connect with testers •  Testers shared their thoughts on the product •  Risky move, but paid off—product very well received Copyright © 2010 Jessica Faye Carter.
  34. 34. American Airlines’ Approach •  Several stages of testing –  Focus groups –  Employees previewed and gave feedback •  Took perspective of audience seriously •  Continued monitoring and engagement www.blackatlas.com Copyright © 2010 Jessica Faye Carter.
  35. 35. Social Testing •  Engaged users will highlight site, including pros and cons •  Try to engage them (not just to respond to comments), but take their concerns seriously –  Be selective with this approach Copyright © 2010 Jessica Faye Carter.
  36. 36. Lesson #6: Get Ready for the Future
  37. 37. Future of Multicultural Social Media •  Mobile –  Broad reach across demographics –  Reaches global markets that lack significant technological infrastructure •  Customized user experiences –  Everyday life –  Entertainment and leisure Copyright © 2010 Jessica Faye Carter.
  38. 38. Connect with me jcarter@jessicafayecarter.com twitter.com/jescarter 203.539.1436
  39. 39. Thank You. Copyright © 2010 Jessica Faye Carter.

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