Smaller groups such as Puerto Ricans vs. just targeting Latinos or Brazilians
This is more than language:In a 2010 Mashable article, SaskiaSorrosa, Senior Director of Marketing at the NBA, described the importance of understanding the cultural groups themselves.“Cultural relevancy goes beyond language," noted Sorrosa. "To be effective in reaching your target, you need to first understand who you are trying to reach, their wants and needs, their social environment, and their consumption patterns. Understanding the cultural landscape will allow you to better define what your brand or product needs to look like to appeal to your target.”http://mashable.com/2010/04/21/social-media-multicultural/
The Walking Dead references etc. got 10X more traffic on blog.
The steps I’ve given are almost nearly the same as any other social media marketing strategy. The only real difference is you’ll need to understand the views of a community that has its own leaders and priorities. Understand those and you’ll have the key to effective communications. The only way to earn the trust of that community is by delivering the message that is recognizable and relevant.
3CMA A Social Media Blueprint for Multicultural Communications
A Social Media Blueprint forMulticultural CommunicationsEffective Multicultural Communications in Social MediaPresented by Rosie Taylor – Rosiemedia on May 3, 2013 at3CMA Regional Conference, Miami Beach, FL
Been There, Done That• I found Social Media for Gov’tcan be tough• There were no standards, nobudgets, no staff – lots of “no”• But we can still do this…• They eventually got used to the idea.
Make It Part of the Blueprint• The strategy needs to fit into the overall communicationsplan for the City/County agency and not an afterthought.• If it feels like an afterthought to you, it will feel like thatto your audience.• If you make it part of the plan, you have a strategy tocome up with fresh content and deal with any crisis.• Be diverse in content delivery across different social mediachannels and stay relevant.
Step #1: Where’s the bonfire?• Know your constituents’ culture• Multicultural is more than Hispanic and African American – wasthere a shift in your area? The Asian population saw a huge growthof 45.6% in the 2010 census. Did that affect your city or county?• Where they get their information• Polls – Media Surveys – Does your community prefer radio still?• Understand who the influencers are in the community – bloggers,activists. community leaders, local celebrities… Can theyparticipate in and support your social media?• Look at studies like Pew Internet• Look at neighboring cities and counties
Step #2: Choose Your Channels• Decide which social media channels will deliver that information in theformat most used. Social media allows you to target messages down tosmaller groups.• Does it need to be more visual or conversational?• Do I have a place on our website dedicated to this information in a translatedformat?• Are these instructions that would work better in a demonstration on video?• Research shows that multicultural audiences adopt mobile technology at a fastpace. BE MOBILE.• Is our community Puerto Rican versus a generic target of Latinos? Narrowyour focus and your content will be relevant.THERE’S NO NEED TO BE EVERYWHERE.IT GETS DILUTED.
Step #3: Look through a new lens• Find the content laying around think about these threequestions as you look at the Cultural Landscape:• How will this look to my audience? No cookie cutter messages.• Are the visual references confusing?• Have a value exchange. Be ready to be part of the community.• Was there some celebration or milestone that would help make thismessage more relevant? Know what’s important and what is astereotype.• Multicultural Social Media celebrates those things that make eachgroup unique. More than ethnicity – it can be language, culture or acommon set of values.
Step #4: What gets measured, getsdone.• Have a goal in mind – Building the list, reducing callsfor customer service• Use a social media dashboard andmeasure, measure, measure.• Measure your social media efforts and how itperformed against your goals. Remember the bigpicture?
The Social Media Blueprint forMulticultural Communications• Find the Bonfire & Engage the Influencers• Choose the right Channels• Look through a New Lens• Measure, Improve, Measure
CDC Example: The Zombies!• To reach a younger audience about preparedness:
Obama Administration & G+• Google Hangouts with President Obama & JoeBiden; Cover Photo… notice the focus?