More Related Content Similar to Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities (20) More from Jessica Faye Carter (8) Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities1. Lessons from the Marketing
Campaign Trail
Using Social Media to Engage Multicultural Communities
Jessica Faye Carter
May 5, 2010
Copyright © 2010 Jessica Faye Carter.
3. Every community
and every person
is multicultural.
(it’s not just about race, ethnicity, or
minorities)
Copyright © 2010 Jessica Faye Carter.
4. This session is not only about how to
market to ethnic groups…
Copyright © 2010 Jessica Faye Carter.
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. 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.
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. 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. 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. 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.
13. When Cultures Collide
National Cultural
Attributes
“Hacker” Technology Business
Emerging
Culture Culture
Culture
Individual
Cultural
Copyright © 2010 Jessica Faye Carter.
Attributes
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. Culture + Tech
• Long Tail
• Openness/Transparency
• Collective Intelligence
• Hacking/Remixing Data & Info
Copyright © 2010 Jessica Faye Carter.
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. 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. 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. 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. 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. 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. 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.
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. 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. 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.
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. 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.
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. 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. 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. 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.
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. Connect with me
jcarter@jessicafayecarter.com
twitter.com/jescarter
203.539.1436