Lessons From the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities
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Transcript of Lessons From the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities
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Lessons from the Marketing
Campaign TrailUsing Social Media to Engage Multicultural Communities
Jessica Faye Carter
May 5, 2010
Copyright 2010 Jessica Faye Carter.!
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were going for the guilt-free session
GUIILT
Copyright 2010 Jessica Faye Carter.!
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Every community
and every personis multicultural.
(its not just about race, ethnicity, or
minorities)
Copyright 2010 Jessica Faye Carter.!
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This session is not only about how to
market to ethnic groups
Copyright 2010 Jessica Faye Carter.!
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Its about how to use socialmedia to connect with
people across different
dimensions of their identity
(ethnicity is only one dimension)
Copyright 2010 Jessica Faye Carter.!
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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 andsite! Getting ready for the future
Copyright 2010 Jessica Faye Carter.!
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Lesson #1:
Understand Culture +Social Media
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Culture Talk
! Different ways we talk about culture!From the Latin cultura, to cultivate
!Refinement, the arts, things congruent withthe notion of being civilized
!Mental programming or software of the mind! Muddled lexicon
!Sociology, anthropology, business, diversity,race
Copyright 2010 Jessica Faye Carter.!
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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.!
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Mental Programming
PERSONALITY
CULTURE
HUMAN NATURE
Specific to
individual
Universal Inherited
Learned
Inherited
and learned
Specific to group
or category
Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
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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 thegroup (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, ritualsCopyright 2010 Jessica Faye Carter.!Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
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What about social media
culture?
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When Cultures Collide
HackerCulture
BusinessCulture
Emerging
Technology
Culture!
National Cultural
Attributes
Individual
CulturalAttributesCopyright 2010 Jessica Faye Carter.!
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Cultural Views
Hacker
! Focus on technicalproficiency
! Stick to theoperating system
! Human andpersonality levelsof mental
programming! Resistance to
highlighting culture
EmergingTech
! How to remain trueto our hackerroots, butshowme the money!
! All levels of mentalprogramming
! Opportunity forexpandedunderstanding ofculture
Business
! Diverse marketspresent a businessopportunity
! Revenue is King! All levels of mental
programming, butnarrow view of
culture
Copyright 2010 Jessica Faye Carter.!
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Culture + Tech
! Long Tail! Openness/Transparency! Collective Intelligence! Hacking/Remixing Data & Info
Copyright 2010 Jessica Faye Carter.!
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Lesson # 2:
Engage Groups byUsing Co-cultures
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Mental Programming
PERSONALITY
CULTURE
HUMAN NATURE
Specific to
individual
Universal Inherited
Learned
Inherited
and learned
Specific to group
or category
Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
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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 conflictCopyright 2010 Jessica Faye Carter.!
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What do you see?
! Lisa Dineo! Born in Japan; lived there
until she was 12
! Teenage years in Iowa! ! 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.!
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Marketing to Co-cultures
! Hacker culture! Less emphasis on commercial issuesits 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 hasaggregated these markets! Phase 1: combine multicultural marketing with social
media
Copyright 2010 Jessica Faye Carter.!
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Multicultural Social Media
Pros
! Integrates with currentbusiness practices and
nomenclature! People are somewhat
conditioned to view
culture as ethnicity
! Gives some sense ofusing culture as a
connection point
Cons
! Lexicon still muddled! Still using major identity
categoriesnot reachingall co-cultures
! Some controversy aboutuse of culture in
business practices
Copyright 2010 Jessica Faye Carter.!
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Connecting with Co-Cultures: NBA
! Rather than focusingon one aspect ofusers identities,establish multipleconnection points! National origin! Multiple language
offerings
! Regional interest! Entertainment
offerings
www.nba.com/enebea
Copyright 2010 Jessica Faye Carter.!
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Connecting with Co-Cultures:
American Airlines! Part of larger diverse
marketing campaign
! Focuses on Blacktravelers
! Nelson George, TravelExpert-at-Large! English language
(other languages couldexpand reach)
! Blackness has differentconnotations in otherregions of the world
www.blackatlas.com
Copyright 2010 Jessica Faye Carter.!
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Lesson #3:
Establish Next-LevelConnections
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Getting Past Cultural Basics
! Connect with users beyond what isgenerally considered culture
!Consider these areas:! Emotional connections! Values (e.g., family-oriented, respect for
elders, religious considerations)
! Highlight commitment to community! Showcase a groups history
Copyright 2010 Jessica Faye Carter.!
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Marketing to Co-Cultures - Search
! Search engines targetreligious users who
want to avoid certain
content! Could be of interest to
non-religious users
!
ImHalal has warningsfor the devout
Copyright 2010 Jessica Faye Carter.!
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Historical Connections:
The Queerest Places
! Chronicles historicalsites with relevance
to the LGBT
Community! Cole Porters house! GLAMA in Kansas
City
! Celebrates LGBTculture and history
! Part of community ofhistorical LGBT sites
queerestplaces.wordpress.com
Copyright 2010 Jessica Faye Carter.!
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Lesson #4:
Watch out for Pitfalls
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Pitfalls on the Road to Success
! Assuming everyonewill like your idea
! Not a fit w/personality! May prefer the
human only
approach
! You cannot pleaseeveryone
! Avoid limiting cultureto appearances,
languages, cuisines
PERSONALITY
CULTURE
HUMAN NATUREA screenshot of Pitfall! on the Atari 2600
Copyright 2010 Jessica Faye Carter.!
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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.!
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Lesson #5:
Test Your Concept andSite
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Going to Market
! Two models! Hacker culture says do the site quickly, make
refinements later
!Pros: first to market, establish leadership with thegroup
! Cons: this could lead to costly mistakes and reallybad 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 thepipeline?
Copyright 2010 Jessica Faye Carter.!
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Unilevers Approach
! Tested brands likePonds Age MiracleCream with Chinesewomen
! Used blogs to connectwith testers! Testers shared their
thoughts on theproduct
! Risky move, but paidoffproduct very wellreceived
Copyright 2010 Jessica Faye Carter.!
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American Airlines Approach
! Several stages oftesting
! Focus groups! Employees previewed
and gave feedback
! Took perspective ofaudience seriously
! Continued monitoringand engagement www.blackatlas.com
Copyright 2010 Jessica Faye Carter.!
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Social Testing
! Engaged users willhighlight site,including pros andcons
! Try to engage them(not just to respond tocomments), but take
their concernsseriously
! Be selective with thisapproach
Copyright 2010 Jessica Faye Carter.!
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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.!
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Connect with me
twitter.com/jescarter
203.539.1436
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Thank You.
Copyright 2010 Jessica Faye Carter.