Companies are using targeted social media sites to connect with specific cultural groups in order to increase sales and better understand diverse markets. Some examples provided include State Farm's Bollystar for South Asian communities, the NBA's énebéa for Spanish speakers, and Imhalal.com as a halal-focused search engine. Reaching audiences through shared culture allows companies to provide personalized experiences while accessing the growing buying power of cultural segments. The document discusses challenges like avoiding stereotypes and best practices such as choosing appropriate platforms and responding to user feedback.
Ethan Garcia- COM 111- Star Wars ProjectEthan Garcia
Defines different types of communication themes, and culture. Other themes involve collectivist vs. individualistic, rhetoric, and the use of Pathos, Logos, and Ethos, along with self-fulfilling prophecy.
WARNING: There is sound in this PowerPoint.
This presentation discuss the basics of branding, components of your personal brand, how to develop your own brand, and ways to reinvent or reignite your brand after it has taken a hit.
Usage and behavioral habits of Brazilian internet users in social mediaElife Brasil
The aim of the study Usage and behavioral habits of Brazilian internet users in social media was to find out what are the habits of Brazilians when using the Internet and social media combined with other media.
In social networks, the following was analyzed: places and support for access, time of use, most used apps and the tendency of growth of some networks to the detriment of others, as well as their specific use.
The influence of social networks as a source of information for the purchase decision process was also analyzed.
Ethan Garcia- COM 111- Star Wars ProjectEthan Garcia
Defines different types of communication themes, and culture. Other themes involve collectivist vs. individualistic, rhetoric, and the use of Pathos, Logos, and Ethos, along with self-fulfilling prophecy.
WARNING: There is sound in this PowerPoint.
This presentation discuss the basics of branding, components of your personal brand, how to develop your own brand, and ways to reinvent or reignite your brand after it has taken a hit.
Usage and behavioral habits of Brazilian internet users in social mediaElife Brasil
The aim of the study Usage and behavioral habits of Brazilian internet users in social media was to find out what are the habits of Brazilians when using the Internet and social media combined with other media.
In social networks, the following was analyzed: places and support for access, time of use, most used apps and the tendency of growth of some networks to the detriment of others, as well as their specific use.
The influence of social networks as a source of information for the purchase decision process was also analyzed.
Standardized Cultural Competency In-Service Training ProceedNCTSTA
Train staff members with this interactive presentation that includes various teaching tools such as: videos, quizzes, diagrams, visuals, discussion segments and hands-on activities to aid the learning process and maintain participant engagement.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.
Dissecting culture and its application to business.docxmadlynplamondon
Dissecting
culture and its
application to
business
What we’ll cover
1. What is the nature of culture?
2. Variety and variation in culture
3. How have globalisation, migration and diversity impacted on
national culture?
4. Use these insights to critically evaluate models of national culture
5. Culture traps: problems and pitfalls to avoid
6. Dynamic models of culture
7. Groupwork exercise: apply your cultural knowledge to business
practice
1. What is culture?
Read the following descriptions of national values
for China, India, Britain
•What do these descriptions tell us about the nature of
culture?
i.e. what kinds of things do we call ‘culture’?
• How long might it take an outsider to understand these
values?
So what is the nature of culture?
“a complex frame of reference that consists of patterns of traditions,
beliefs, values, norms, symbols, and meanings that are shared to varying
degrees by interacting members of a community”
(Ting-Toomey, 1999, p.10)
traditions rituals, ceremonies, rites of passage
beliefs, values, norms underlying principles governing behaviours
symbols language (verbal, non-verbal) also images
meanings Interpretations of symbols held by members
‘shared to varying degrees’ not every single member of the culture to the same degree!
‘a frame of reference’ for making sense of the world
Culture is socially constructed; a basis for shared, collective identities
What are the key
words to highlight
in this definition?
Another definition
“the coherent, learned, shared view of a group of people about life’s
concerns that ranks what is important, furnishes attitudes about what
things are appropriate, and dictates behaviour”
(Varner & Beamer, 2011, p.5)
coherent an entire, consistent world view
learned we are not born with it; culture is transmitted
view of a group agreed, shared views of a society
What are the key
words to highlight
in this definition?
The Iceberg of Culture
In awareness Visible
Out of conscious
awareness
Invisible
Self-awareness
The Iceberg of Culture Fine arts Literature
Drama Classical music Popular music
Folk dancing Games Cooking Dress
Notions of modesty Conceptions of beauty Ideas about child raising
Rules of descent Cosmology Relationship to animals Courtship practices
Patterns of superior/subordinate relations Definitions of sin
Conceptions of justice Notions of leadership Incentive to work Tempo of work
Attitudes to the dependent Approaches to problem solving
Patterns of group decision making Eye behaviour Conceptions of cleanliness
Theories of disease Conception of status mobility
Roles in relation to status by age, sex, class, occupation, kinship etc
Definition of insanity Nature of friendship Conception of self
Patterns of visual perception Body language Facial expression
Notions of logic and validity Patterns of handling emotions ...
Black women have historically been great organizers and proponents of social change. Learn how Black women's tradition of activism continues today online with social technologies.
Standardized Cultural Competency In-Service Training ProceedNCTSTA
Train staff members with this interactive presentation that includes various teaching tools such as: videos, quizzes, diagrams, visuals, discussion segments and hands-on activities to aid the learning process and maintain participant engagement.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.
Dissecting culture and its application to business.docxmadlynplamondon
Dissecting
culture and its
application to
business
What we’ll cover
1. What is the nature of culture?
2. Variety and variation in culture
3. How have globalisation, migration and diversity impacted on
national culture?
4. Use these insights to critically evaluate models of national culture
5. Culture traps: problems and pitfalls to avoid
6. Dynamic models of culture
7. Groupwork exercise: apply your cultural knowledge to business
practice
1. What is culture?
Read the following descriptions of national values
for China, India, Britain
•What do these descriptions tell us about the nature of
culture?
i.e. what kinds of things do we call ‘culture’?
• How long might it take an outsider to understand these
values?
So what is the nature of culture?
“a complex frame of reference that consists of patterns of traditions,
beliefs, values, norms, symbols, and meanings that are shared to varying
degrees by interacting members of a community”
(Ting-Toomey, 1999, p.10)
traditions rituals, ceremonies, rites of passage
beliefs, values, norms underlying principles governing behaviours
symbols language (verbal, non-verbal) also images
meanings Interpretations of symbols held by members
‘shared to varying degrees’ not every single member of the culture to the same degree!
‘a frame of reference’ for making sense of the world
Culture is socially constructed; a basis for shared, collective identities
What are the key
words to highlight
in this definition?
Another definition
“the coherent, learned, shared view of a group of people about life’s
concerns that ranks what is important, furnishes attitudes about what
things are appropriate, and dictates behaviour”
(Varner & Beamer, 2011, p.5)
coherent an entire, consistent world view
learned we are not born with it; culture is transmitted
view of a group agreed, shared views of a society
What are the key
words to highlight
in this definition?
The Iceberg of Culture
In awareness Visible
Out of conscious
awareness
Invisible
Self-awareness
The Iceberg of Culture Fine arts Literature
Drama Classical music Popular music
Folk dancing Games Cooking Dress
Notions of modesty Conceptions of beauty Ideas about child raising
Rules of descent Cosmology Relationship to animals Courtship practices
Patterns of superior/subordinate relations Definitions of sin
Conceptions of justice Notions of leadership Incentive to work Tempo of work
Attitudes to the dependent Approaches to problem solving
Patterns of group decision making Eye behaviour Conceptions of cleanliness
Theories of disease Conception of status mobility
Roles in relation to status by age, sex, class, occupation, kinship etc
Definition of insanity Nature of friendship Conception of self
Patterns of visual perception Body language Facial expression
Notions of logic and validity Patterns of handling emotions ...
Black women have historically been great organizers and proponents of social change. Learn how Black women's tradition of activism continues today online with social technologies.
6. Why companies are
doing this
• Value of The Long Tail
• Provide personalized user experience
• Buying power of cultural groups
increasing
• Various market segmentation
• To increase sales and profitability
7. Today’s discussion
• Culture basics
• What companies and organizations are
doing
• Challenges with social media and culture
• Best practices
8. How we talk about
culture
• 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”
9. 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
10. 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
11. We all belong to multiple
cultures
National &
Education
Regional Religion
Level
Origin
Economic Military
Gender
Background Service
Sexual
Ethnicity Orientation/ Etc.
Preference
13. NBA // www.nba.com/enebea
• Connect with users on
multiple levels of
culture
• Provide content for a
variety of interests
• Work with other
culturally-specific
social media sites
• Co-locate target site
within larger brand
14. State Farm // www.BollyStar2009.com
• Provide ways for users
to actively engage the
site
• Use incentives to
encourage
participation
• Partner with related
sites to increase reach
and influence
• Make it fun!
15. American Airlines // www.BlackAtlas.com
• Test site in multiple
stages
• Take audience
perspective seriously
• Continual monitoring
and engagement
• Highlight previous
engagement with
group
16. Unilever
• Target users by
platform
• Use word-of-mouth
marketing
• Don’t shy away from
risk
• Expand the reach of
successful strategies
17. CHALLENGES // Dificuldades
• Everyone won’t like the idea of
connecting with culture
• Connect with individuals not “markets”
• Don’t limit cultures
• Avoid stereotyping
• Be careful with humor
18. BEST PRACTICES // Melhores
Práticas
• Choose your platform(s) wisely
• Provide multiple connection points
• Avoid stereotyping
• Track site activity
• Respond to feedback
• Be willing to learn as you go!