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Intercultural Communications: Bridging Emerging Social and Participation Gaps<br />Todd Felts<br />Director of Graduate St...
“I’M A GREAT LOVER.”<br />MARKETING<br />
“TRUST ME, HE’S A GREAT LOVER.”<br />PUBLIC RELATIONS<br />
“I’M A GREAT LOVER.<br />I’M A GREAT LOVER.<br />I’M A GREAT LOVER.”<br />ADVERTISING<br />
“CAN SOMEONE HELP ME FIND A GREAT LOVER?”<br />SOCIAL MEDIA<br />
“Is he a great lover? We’ll hear from dozens of witnesses and experts after these messages.” <br />JOURNALISM<br />
“I UNDERSTAND YOU’RE A GREAT LOVER.”<br />BRANDING<br />
My friends.<br />
My friends. <br />
My friends. <br />
The Facts: Why bridging the gap is more important than ever. <br />More than 12% of the US population is foreign born. Mul...
The Facts: Why bridging the gaps is more important than ever. <br />In just 40 years, the United States population will li...
F’ing ways we socialize today:<br />Find<br />Forward<br />Friend<br />Follow<br />Fast<br />Facilitate<br />Fail<br />
Bridge Rule 1:<br />Keep your message <br />SIMPLE!<br />
Bridge Rule 2: Know your audience with good research<br />
Bridge Rule 2: Know your audience with good research<br />For example, a campaign aimed at  the Hispanic community should ...
YOUR AUDIENCE<br /> Rule 2: Know your audience with good research<br />Join your audience’s show!  Become part of their co...
Rule 2: Know your audience with good research<br /><ul><li>How many
How much
Location
Key players
Issues
Show, don’t tell</li></ul>?<br />
Bridge Rule 3. Monitor, resp0nd and monitor. <br />
Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
Bridge Rule 5:  Go Niche, not Mass. <br />Think how can I take a single idea and share it with one person. <br />ACTION SP...
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Social Gaps

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Transcript of "Social Gaps"

  1. 1. Intercultural Communications: Bridging Emerging Social and Participation Gaps<br />Todd Felts<br />Director of Graduate Studies<br />Assistant Professor of Integrated Marketing Communications<br />Reynolds School of Journalism<br />University of Nevada, Reno<br />  <br />
  2. 2. “I’M A GREAT LOVER.”<br />MARKETING<br />
  3. 3. “TRUST ME, HE’S A GREAT LOVER.”<br />PUBLIC RELATIONS<br />
  4. 4. “I’M A GREAT LOVER.<br />I’M A GREAT LOVER.<br />I’M A GREAT LOVER.”<br />ADVERTISING<br />
  5. 5. “CAN SOMEONE HELP ME FIND A GREAT LOVER?”<br />SOCIAL MEDIA<br />
  6. 6. “Is he a great lover? We’ll hear from dozens of witnesses and experts after these messages.” <br />JOURNALISM<br />
  7. 7. “I UNDERSTAND YOU’RE A GREAT LOVER.”<br />BRANDING<br />
  8. 8. My friends.<br />
  9. 9. My friends. <br />
  10. 10. My friends. <br />
  11. 11. The Facts: Why bridging the gap is more important than ever. <br />More than 12% of the US population is foreign born. Multicultural markets make up 34% population with a spending power of $2 trillion. <br />We can now communicate without borders. We no longer need permission. We are not limited by geography. <br />More than a billion people have access to the web and 70% of them speak a language other than English. <br />This week Facebook reached 50 million users. If it were a country, it would be the 3rd most populace nation after China and India. <br />This week a black women was fired from a US government job because of something asserted as racist posted on a blog. Obama later apologized to her because what she said was taken out of context. <br />
  12. 12. The Facts: Why bridging the gaps is more important than ever. <br />In just 40 years, the United States population will likely increase by 100 million and <br />current minorities will make up half. <br />senior citizens will make up one-fifth. <br />almost 50% will be new immigrants, both legal and illegal. <br />more than one out of three children will be Latino.<br />Source: Smithsonian, August 2010<br />
  13. 13. F’ing ways we socialize today:<br />Find<br />Forward<br />Friend<br />Follow<br />Fast<br />Facilitate<br />Fail<br />
  14. 14. Bridge Rule 1:<br />Keep your message <br />SIMPLE!<br />
  15. 15.
  16. 16.
  17. 17. Bridge Rule 2: Know your audience with good research<br />
  18. 18. Bridge Rule 2: Know your audience with good research<br />For example, a campaign aimed at the Hispanic community should recognize:<br />Most live in the Western United States.<br />Generally, they are younger than Anglos (median 26).<br />Households are larger.<br />Direct mail and online purchases comprise well over 60 percent of total purchases. <br />Asian Americans however respond better to technology based marketing, such as e-mail campaigns, blogs or web-based ads. <br />
  19. 19. YOUR AUDIENCE<br /> Rule 2: Know your audience with good research<br />Join your audience’s show! Become part of their conversation. <br />
  20. 20. Rule 2: Know your audience with good research<br /><ul><li>How many
  21. 21. How much
  22. 22. Location
  23. 23. Key players
  24. 24. Issues
  25. 25. Show, don’t tell</li></ul>?<br />
  26. 26. Bridge Rule 3. Monitor, resp0nd and monitor. <br />
  27. 27. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
  28. 28. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
  29. 29. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />
  30. 30. Bridge Rule 5: Go Niche, not Mass. <br />Think how can I take a single idea and share it with one person. <br />ACTION SPOT<br />WOM OCCURS<br />
  31. 31. Bridge Rule 5: Go Niche, not Mass. <br />Move beyond strategies targeting Blacks, Asians, Latinos, or Native Americans generally, <br />Specifically engage the co-communities that exist within these groups, such as Africans, Brazilians, South Koreans, Indians, Puerto Ricans, or indigenous peoples.<br />
  32. 32. Not a fad<br />Multicultural social media is more than just a passing fad — it’s an opportunity for companies and multicultural consumers to connect around ideas, products, and services. <br />
  33. 33. Review<br />Keep it simple.<br />Research your audience.<br />Monitor, respond, monitor. <br />Make multicultural part of your web strategy.<br />Think niche, not mass. <br />
  34. 34. www.smartrenotahoe.com<br />
  35. 35. Let’s bridge the gap together. I’d love to hear from you!!!! What are you doing at your facility to engage multicultural audiences? Todd Felts<br />email: mfelts@unr.edu<br />Find me on Facebook or follow me on Twitter. <br />YouTube: Todd Felts<br />Learn more at: www.smartrenotahoe.com<br />
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