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Listening To Multicultural Consumers - #rethink10
 

Listening To Multicultural Consumers - #rethink10

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Presentation on Listening to the Multicultural Consumer from The Advertising Research Foundation (@The_ARF) Annual Convention Re:Think 2010. Presented by Lynne d Johnson, SVP, Social Media, The ARF ...

Presentation on Listening to the Multicultural Consumer from The Advertising Research Foundation (@The_ARF) Annual Convention Re:Think 2010. Presented by Lynne d Johnson, SVP, Social Media, The ARF and Anita Lai, Director of Research, Uniworld Group

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  • ARF 2010 re:think Convention + Expo 03/25/10 16:32 D#_SessionCode_SpeakerLastName_v0X.ppt
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Listening To Multicultural Consumers - #rethink10 Listening To Multicultural Consumers - #rethink10 Presentation Transcript

  • Listening  to  Mul-cultural   Consumers   Dispelling  The  Myths   Lynne  d  Johnson   Anita  Lai   SVP,  Social  Media   Director  of  Research   The  ARF   Uniworld  Group,  Inc.   Twi4er:  @lynneluvah  
  • What  is  Listening   ARF  Working  Defini-on   “The  study  of  naturally  occurring  conversaGons,   behaviors,  and  signals,  that  may  or  may  not  be  guided,   that  brings  the  voice  of  people’s  lives  in  to  the  brand.”   Source:    The  ARF  Listening  Playbook  
  • Listening  is  Hip   But  there  are  sGll  a  lot  of  obstacles  to  effecGve   listening  –  no  budget,  nobody  in  charge,  where  is  the   staGsGcal  rigor,  is  it  projectable,  tough  organizaGonal   issues,  hard  to  sell  internally,  ROI  tough  to  determine,   legal  has  major  issues  …  etc.     And  for  the  mulGcultural  consumers,  there’s  another   layer  of  obstacles  –  the  myth  that  they  are  not  even   online.   The  purpose  of  this  session  is  to  change  this   mispercepGon.  
  • Agenda   • MulGcultural  Overview   • PopulaGon   • Income  and  Buying  Power   • MulGcultural  Power  with  Technology   • Closing  the  Digital  Divide   • MulGcultural  Presence  on  Popular  Social  Networks   • MulGcultural  IdenGty  and  How  it  Influences  Digital   Usage   • OpportuniGes   • Challenges   • Case  Studies  
  • WHY  MULTICULTURAL?  
  • Because  America  is  Changing   Approaching  Tipping  Point   •  The  U.S.  is  the  world’s  most  diverse  society;  no  naGon  is  home   to  more  mulGcultural  residents  than  the  U.S.   •  Tipping  point  for  the  younger  generaGon  15-­‐24  will  be   between  2020  to  2025   Non-­‐White*   White   *Non-­‐White  =  Non-­‐Hispanic  White   Source:    U.S.  Census  Bureau,  12/09  
  • Because  America  is  Changing   Majority  Minority   •  Minority  is  already  majority  in  7  of  the  top  10  U.S.  ciGes   • 10%  of  U.S.  counGes  are  now  majority-­‐minority.  Another  7%  are   near  the  Gpping  point  and  will  be  majority-­‐minority  soon.   Market  (By  Total  Pop.)   %  Non-­‐White   1.    New  York   50%   2.    Los  Angeles   70%   3.    Chicago   47%   4.    Miami   62%   5.    Philadelphia   35%   6.    Dallas   54%   7.    Houston   63%   8.    Washington,  DC   54%   9.    Boston   24%   10.  Atlanta   51%   =  Non-­‐White  >  White   =  Parity   =  White  >  Non-­‐White   Source:    U.S.  Census  Bureau,  2008  
  • Because  America  is  Changing   Driven  By  New  Births   •  Today,  minoriGes  make  up  nearly  half  the  children  born  in  the   U.S   • By  end  of  this  decade,  one  in  every  two  new  births  will  be  non-­‐ Hispanic  White   • By  2050,  65%  of  all  new  births  will  be  non-­‐Hispanic  White   White   Non-­‐White*   White   Non-­‐White*   52%   48%   48%   52%   2010 U.S. Births 2020 U.S. Births (Estimate) *Non-­‐White  =  Non-­‐Hispanic  White   Source:    U.S.  Census  Bureau,  12/09  
  • Because  America  is  Changing   Household  Composi-on   •  Minority    households  are  larger  overall,  driven  by  presence  of   more  children  in  the  household   • They  tend  to  have  more  children.  The  numbers  are  2.99  children  for   Hispanics,  2.13  for  blacks,  2.04  for  Asians  compared  to  1.87  for   whites   White   Black   Hispanic   Asian   Average    3.10   3.33   3.82   3.32   Household  Size   2.22   2.14     2.39   2.42   -­‐-­‐Adults   0.88   1.19   1.43   0.90   -­‐-­‐Children   Source:    U.S.  Census  Bureau,  1/10  
  • Because  America  is  Changing   Race/Ethnic  Origin   •  ImmigraGon  to  the  United  States  is  what  has  produced  its   diverse  populaGon  of  yesterday  and  today,  and  will  conGnue   to  change  its  ethnic  and  racial  makeup   Past   Current  &  Future   •  Immigrants  to  U.S.   •  Immigrants  are   have  historically  been   increasingly  from  LaGn   of  European  descent   America  and  Asia   •  Primarily  German,   •  Primarily  Mexican,   Irish,  English,  Russian,   Chinese,  Indian,  West   Italian,  French  &  Dutch   African  &  Eastern   European   •  Pursuing  American   Dream   •  SGll  pursuing  American   Dream  
  • Because  America  is  Changing   Culture   •  As  diverse  Americans  increasingly  retain  elements  of  their   cultures,  they  insist  that  they  see  themselves  and  their   experiences  reflecGng  in  markeGng  communicaGons   Melting Pot Salad Bowl
  • Because  America  is  Changing   Income   •  Household  income  of  minoriGes  has  increased  over  years  with   a  growing  middle  class.   Source:    U.S.  Census  Bureau,  2008  
  • Because  America  is  Changing   Buying  Power   •  Combined  minoriGes  buying  power  is  the  6th  largest  naGonal   economy  in  the  world   •  Individual  minority  buying  power  is  growing  at  a  much  faster   pace  than  non-­‐Hispanic  White   Source:    Selig  Growth  For  Economic  Growth,  2009  
  • Summary   Four  major  changes  have  occurred  in  the  U.S.  market   over  the  last  10  years.     •  First,  demographic  shims  resulGng  in  increased  ethnic  buying   power.       •  Second,  growth  of  technology  allowed  the  young  and  diverse   consumers  to  have  access  and  share  any  informaGon  that   speaks  to  their  “core”  lifestyle  needs.   •  Third,  shim  in  poliGcal  parGcipaGon  and  influence  from  diverse   groups.   •  Lastly,  globalizaGon  calls  for  U.S.  professionals  to  have  a   be4er  handle  on  how  internaGonal  emerging  markets   influence  the  domesGc  markets  and  vice  versa.
  • DISPELLING  THE  MYTHS  OF  DIGITAL   DIVIDE?  
  • Digital  Divide  Narrowing   Tradi-onal  Internet  Access   •  Digital  divide  sGll  exists  in  tradiGonal  internet  access,   parGcularly  among  lower  income  Black  and  Hispanic  families.   •  However,  Blacks  and  Hispanics  are  leap-­‐frogging  Whites  in   wireless  internet  access.   *Wireless  Internet  Users  –  access  via  laptop  or  handheld  device   Source:    Pew  Internet  and  American  Life  Project,  1/10  
  • Digital  Divide  Narrowing   Minori-es  Are  Early  Adopter   •  MinoriGes  are  first  movers  when  it  comes  to  mobile  gear  and   they  want  rich  experiences  on  their  mobile  devices   Source:    Pew  Internet  and  American  Life  Project,  7/09  
  • Digital  Divide  Narrowing   Minori-es  Embrace  Mobile   •  Black  and  Hispanic  mobile  users  were  more  likely  than  whites  to   parGcipate  in  every  mobile  acGvity,  including  sending  and   receiving  text  messages,  taking  pictures,  playing  games  and   accessing  e-­‐mail.     Mobile  Content  Used  by  Mobile  Divide  Owners   Source:    Pew  Internet  and  American  Life  Project,  7/09  
  • Digital  Divide  Narrowing   Minori-es  Online  Highly  Engaging   •  Online  Blacks  and  Hispanics’  digital  involvement  are  much   higher  than  their  White  counterparts.   Technology  Used  By  Those  Online   Source:    Florida  State  University,  1/08  
  • Presence  on  Popular  Social  Networks   Facebook  Mirroring  Diversity  in  America   •  ProporGons  of  Facebook  users  who  are  minoriGes  increased  by   leaps  and  bounds  the  last  2  years.   Source:    Facebook  Data  Team,  12/09  
  • Presence  on  Popular  Social  Networks   Minori-es  Are  Regular  Users   •  CollecGvism  and  Cultural  IdenGty  Drive  Usage   Source:    Hispanic  Online  Marke]ng,  Center  for  Hispanic  Marke]ng  Research,    DMS  Research,  02/09  
  • Digital  Divide  Narrowing   Implica-ons   •  Listening  to  and  communicaGng  with  the  minoriGes  power   users.   •  Digital  effort  must  reflect   •  Digital  divide  remains   demographics  of  digitally  involved   minoriGes   •  Most  prevalent  among  lower   •  Ensure  that  communicaGons  are   income  and  older  genera]ons   appropriate  and  more  relevance  for   minoriGes  through  “Listening”  to  the   •  Mobile  and  game  box  access   voices  of  the  power  users   is  accelera]ng,  especially   •  Make  certain  communicaGons  are   among  younger  genera]ons   forma4ed  for  consumpGon  via  mobile   and  gaming  devices  on  which  Blacks   •  Highly  engaged  in  social   and  Hispanics  rely  for  internet  access   media     and  which  provide  a  more  “inGmate”   environment  
  • MULTICULTURAL  IDENTITY  AND   HOW  IT  INFLUENCES  DIGITAL   USAGE  
  • Mul-cultural  Iden-ty  and  Digital  Usage   Psychographics  vs.  Demographics      “Many  of  today's  youth  share  an  urban   mind-­‐set.  This  mind-­‐set  is  fueled  by   discovery,  expression,  diversity  and   connecGvity.  It  transcends  race,   geography  and  economic  status.  They   are  more  focused  on  their   commonaliGes  than  their  differences.   The  commonality  is  what  connects   them,  and  that's  primarily  based  on   shared  lifestyle  interests.”   –  Tru  Pepgrew,  President  Alloy  Access  
  • Mul-cultural  Iden-ty  and  Digital  Usage   MySpace  vs.  Facebook   “What    disGnguishes    adopGon    of    MySpace   and  Facebook  among  American  teens  is  not   cleanly  about  race  or  class,  although  both  are   implicated  in  the  story  at  every  level.  The   division  can  be  seen  through  the  lens  of  taste   and  aestheGcs,  two  valu-­‐laden  elements  that   are  deeply  entwined  with  race  and  class.  It     can    also    be    seen    through      the    network     structures    of    teen    friendship,    which    are     also    directly    connected    to    race      and    class.”   –  danah  boyd,  Microsom  Research  and     Harvard  Berkman    Center  for  Internet  and  Society    
  • Mul-cultural  Iden-ty  and  Digital  Usage   Uses  the  Web  Differently   Source:    Baratunde  Thurston,  How  to  be  Black    
  • Mul-cultural  Iden-ty  and  Digital  Usage   Uses  Social  Media  Differently   • #blackpeopletweet   Source:    What  the  Trend  
  • Mul-cultural  Iden-ty  and  Digital  Usage   Digital  Collec-vism   “We  thought  we’d  significantly  lose  members   to  Facebook  and  Twi4er,  but  we  haven’t.  Our   members  live  &  breathe  in  a  very  racialized   way.”   –  Maria  Weaver  Watson,  VP,  Brand  MarkeGng  &   Strategic  CommunicaGons  at  InteracGve  One    
  • Mul-cultural  Iden-ty  and  Digital  Usage   Insights   • MulGcultural  Digital  Usage  Driven  By  Lifestyle  and   AspiraGons   • MulGcultural  Digital  Usage  Driven  By  Self-­‐ Expression   • MulGcultural  Usage  of  Web  and  Social  Media  is   the  Same  as  General  PopulaGon,  but  Different   • Cultural  Influences  and  Friend  and  Family  Ties   Support  Social  Media  Choices  
  • Mul-cultural  Iden-ty  and  Digital  Usage   Insights   • Usage  of  General  Sites  Simultaneous  with   Cultural/Racial  Sites  
  • OPPORTUNITIES  
  • Opportuni-es   Why  Listen?   • Take  the  customer’s  pulse     • Get  deep  insights  into  what  consumers  say,  and   learn  about  their  wants,  unmet  needs  and   challenges     • Integrate  the  voice  of  the  customer  into   tradiGonal  re-­‐search     • Redefine  relaGonships  with  consumers  and  bring   their  voice  into  the  brand     Source:    The  ARF  Listening  Playbook  
  • Opportuni-es   Why  Listen?   • Understand  shims  in  consumer  perspecGves  on   life-­‐style,  category  or  issue     • Understand  context  and  reasons  why   Source:    The  ARF  Listening  Playbook  
  • CHALLENGES  
  • Challenges   Social  Listening  Challenges   • InterpreGng  language   –  Not  every  system  is  prepared  or  able  to  evaluate  the   emoGons  behind  emoGcons,  slang,  and  non-­‐tradiGonal   grammar   –  ExpectaGons  of  perfecGon  are  unrealisGc  even  for  human   coders.  It  can  be  surprising  to  learn  that  human  coders  are   only  about  85%  accurate  while  automated  systems  are  not   far  behind.    
  • Challenges   Social  Listening  Challenges   • Some  communiGes  have  their  own  “language”  or   acronyms,  and  most  will  have  a  FAQ  or  help  page   to  define  the  acronyms   –  Also  be  aware  of  cultural  language/context,  slang,  and  use   of  sms-­‐like  text  (especially  on  Twi4er)  –  if  you  don’t   understand  the  text,  ask  for  help    
  • Challenges   Social  Listening  Mul-cultural  Solu-ons   • SocialMetrix  soluGons  cover  English,  Spanish  and   Portuguese  using  SemanGc  Analysis  and  Natural   Language  Processing  technics.   • A4enGo  analysts  speak  more  than  17  European   languages  as  well  as  Mandarin.   • JamiQ  is  a  mulGlingual  social  media  monitoring   and  measurement  soluGon  that  provides  the   largest  coverage  of  the  social  media  in  Asia.  
  • Challenges   Social  Listening  Mul-cultural  Solu-ons   • Radian6  filters  results  by  media  type,  geographic   region,  or  ten  internaGonal  languages.  
  • Challenges   Who  Are  You  Listening  to?  1st  Genera-on  vs.  2nd   Genera-on   • Language   • Culture   • Lifestyle   • Digital  Usage:  Digital  NaGve  vs  Digital  Immigrant  
  • Challenges   Digital  Ethnic  Enclaves:  Where  Are  You  Listening?   • MulGcultural  consumer  isn’t  only  on  Facebook,   MySpace,  YouTube,  or  Twi4er   Hispanic   Asian-­‐American   African-­‐American   •  Hi5   •  QQ   •  BlackPlanet   •  Sonico   •  Xaonei   •  BlackVoices   •  Orkut   •  Kaixin01   •  BET   •  Friendster   •  Ning   CommuniGes   •  Cyworld   •  Wretch  
  • Challenges   Access  Issues  S-ll  Exist   • Poverty  &  Inequality   • High  Illiteracy   • Geography  &  Infrastructure     • Censorship   • Financing   Source:    Esteban  Contreras,  The  Online  La]no:  A  New  Digital  Na]ve  
  • CASE  STUDIES  
  • Case  Studies   Hennessy  Discovers  New  Customers   Source:    The  ARF  Listening  Playbook  
  • Case  Studies   Hennessy  Discovers  New  Customers   • The  challenge   –  Hennessy  stumbled  upon  a  new  consumer  by  listening  to   linking  behaviors.   • The  concept   –  Hennessy  developed  a  full  research  plan  to  learn  more   about  the  consumer  and  its  values  and  connecGon  with  the   brand.   • The  result  (or)  insight   –  Hennessy  redeveloped  its  website  to  include  this  new   customer  into  the  brand’s  messaging,  also  including  recipes   and  wallpapers  for  downloading,  as  well  as  music   integraGon.   Source:    The  ARF  Listening  Playbook  
  • Case  Studies   Univision  to  Launch  New  Web  &  Mobile  Content  
  • Case  Studies   Univision  to  Launch  New  Web  &  Mobile  Content   • The  challenge   –  Univision  had  seen  a  significant  increase  of  its  content   offerings  being  uploaded  to  user-­‐generated  sites.   • The  concept   –  Having  already  developed  a  successful  online  Novela  with   2.5  million  U.S.  video  views  and  an  increase  of  104%  in   video  searches  (that  include  views  and  comments  to  other   video  around  the  Web  without  leaving  Univision.com)  .     • The  result  (or)  insight   –  Univision  InteracGve  Media  will  launch  a  new  online  and   mobile  "Novelas  y  Series"  (Novelas  and  Series)  channel   later  this  year  on  Univision.com.  
  • Case  Studies   Barrel  NY  Taps  Into  Korean  American  Diversity  
  • Case  Studies   Barrel  NY  Taps  Into  Korean  American  Diversity   • The  challenge   –  Korean-­‐founded  digital  firm,  Barrel,  wanted  to  increase   and  change  percepGons  about  a  monolithic  Korean   culture.   • The  concept   –  Launched  in  late  2009,  I  Am  Korean  American  is  an  online   project  that  showcases  the  diversity  and  many  interesGng   personaliGes  of  the  Korean  American  community.    It  also   has  Ges  to  a  Facebook  fan  page.   • The  result  (or)  insight   –  112  profiles  generated  and  872  fans  later,  the  site  has  also   been  a  trending  topic  on  Twi4er.  
  • Case  Studies   Suzuki  Engages  New  Consumers   Source:    Questus  
  • Case  Studies   Suzuki  Engages  New  Consumers   • The  challenge   –  Primary  and  secondary  research  discovered  that  the   Hayabusa  is  extremely  popular  in  urban  markets,   extraordinarily  over-­‐indexing  in  enthusiasm  among  African   Americans  and  LaGnos.  Engage  this  consumer  who  had   previously  been  ignored  and  remain  authenGc.   • The  concept   –  The  most  powerful  tool  was  social  media  research.   Questus  socially  networked  with  the  core  target  audience   on  a  broad  spectrum  of  sites  ranging  from  MySpace  to   niche  rider  sites.  The  social  media  research  was  used  to   assess  the  funcGonality,  usability  and  content  that  creates   success  as  well  as  those  that  create  barriers  to  usage.   Source:    Questus  
  • Case  Studies   Suzuki  Engages  New  Consumers   • The  Concept   –  The  BusaBeats  campaign,  united  up-­‐and-­‐coming  graffiG   arGsts  with  MC’s  across  select  ciGes  in  the  U.S.  who   embraced  the  rich  urban  spirit  through  art  and  music  to   promote  the  bike.  Hayabusa  loyalists  spread  the  buzz   through  content  mash-­‐ups  and  rap  ba4les  via  user-­‐ generated  contests.   • The  results  (or)  insight   –  Thousands  of  original  tracks  were  recorded  online.   –  Tracks  posted  via  a  BusaBeats  player  on  MySpace  steered   viral  traffic  and  encouraged  users  to  vote.     –  Top  tracks  received  thousands  of  plays  and  ‘Dope  Points.’   –      Source:    Questus  
  • Case  Studies   Suzuki  Engages  New  Consumers   • The  results  (or)  insight   –  Users  forwarded  tracks  and  challenged  friends  to  viral  rap   ba4les.     Source:    Questus  
  • Case  Studies   Quepasa  Manages  Acapulco’s  Reputa-on  
  • Case  Studies   Quepasa  Manages  Acapulco’s  Reputa-on   • The  challenge   –  The  Mexican  Tourist  Board  wanted  to  tackle  bad  publicity   and  manage  reputaGon  for  travel  desGnaGon.   • The  concept   –  The  Tourist  Board  worked  with  Quepasa  Distributed  Social   Media  pla}orm.  Users  were  asked  to  create  and  share   their  ideal  vacaGons  to  the  spot  with  friends.   • The  results/insight   –  As  of  February  26th,  2010,  there  were  600,000   engagements  and  a  total  of  over  70,000  votes  with  17  days   lem  of  the  campaign.  The  campaign  goal  was  to  reach   500,000  engagements  during  its  6  week  duraGon.  
  • Case  Studies   Taiwanese  American.org  Tackles  Census  
  • Case  Studies   Taiwanese  American.org  Tackles  Census   • The  challenge   –  A  major  issue  for  the  Taiwanese  American  community  is   the  lack  of  accurate  idenGficaGon  of  those  who  have  Ges  to   Taiwan.     • The  concept   –  The  organizaGon  worked  with  other  organizaGons  and   Slideshow  Pictures  to  produce  YouTube  videos  and  launch   a  website.     • The  insight   –  The  program  launched  March  2,  and  already  has  100s  of   thousands  views,  many  comments  and  response  videos.  
  • Case  Studies   Pepsi  Increases  Loyalty  W/African-­‐American  Moms  
  • Case  Studies   Pepsi  Increases  Loyalty  W/African-­‐American  Moms   • The  challenge   –  Pepsi  wanted  to  capture  is  the  strength,  joy  and  wisdom  of   the  African-­‐American  market.  ParGcularly  in  these  tough   Gmes,  this  group  can  look  around  every  day  and  find   opGmism.   • The  concept   –  Launch  a  social  network  where  consumers  will  be  asked  to   share  personal  and  inspiraGonal  thoughts.  Build  buzz  via   Facebook  and  print  ads,  in  Essence,  and  Black  Enterprise,   and  with  celebrity  integraGon  into  the  network.   –  The  community  features  notable  icons  that  represent  six   inspiraGonal  categories  -­‐-­‐  beauty,  laughter,  joy,  hope,    
  • Case  Studies   Pepsi  Increases  Loyalty  W/African-­‐American  Moms   • The  Concept      wisdom  and  love.    Keyshia  Cole,  Taraji  Henson,  Queen   LaGfah,  Thandie  Newton,  Dr.  Robin  Smith  and  Raven-­‐ Symone  are  leading  the  storytelling  by  blogging  weekly,   uploading  photos  and  inspiring  women  to  share  and  learn   from  one  another.   • The  result  (or)  insight   –  IniGally  launched  in  September  2009,  the  project  has   garnered  over  60,000  Facebook  fans.  Pepsiweinspire   features  100s  of  profiles  and  inspiraGonal  stories.  Pepsi   was  recognized  with  an  NAACP  Award  on  Friday,  February   26,  2010  for  advancing  posiGve  mulGcultural  images  in   adverGsing  and  media.  
  • QUESTIONS?