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Lessons from the Marketing Campaign Trail
Using Social Media to Engage Multicultural Communities
Jessica Faye Carter May 5, 2010
Copyright © 2010 Jessica Faye Carter.
we’re going for the guilt-free session
GUIILT
Copyright © 2010 Jessica Faye Carter.
Every community and every person is multicultural.
(it’s not just about race, ethnicity, or minorities)
Copyright © 2010 Jessica Faye Carter.
This session is not only about how to market to ethnic groups…
Copyright © 2010 Jessica Faye Carter.
It’s about how to use social media to connect with people across different dimensions of their identity
(ethnicity is only one dimension)
Copyright © 2010 Jessica Faye Carter.
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 and
site • Getting ready for the future
Copyright © 2010 Jessica Faye Carter.
Lesson #1: Understand Culture + Social Media
Culture Talk
• 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”
• Muddled lexicon – Sociology, anthropology, business, diversity,
race
Copyright © 2010 Jessica Faye Carter.
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.
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
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 the
group (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, rituals
Copyright © 2010 Jessica Faye Carter.
Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
What about social media culture?
When Cultures Collide
“Hacker” Culture
Business Culture
Emerging Technology
Culture
National Cultural Attributes
Individual Cultural Attributes Copyright © 2010 Jessica Faye Carter.
Cultural Views
Hacker • Focus on technical
proficiency • Stick to the
“operating system” • Human and
personality levels of mental programming
• Resistance to highlighting culture
Emerging Tech
• How to remain true to our hacker roots, but…show me the money!
• All levels of mental programming
• Opportunity for expanded understanding of culture
Business • Diverse markets
present a business opportunity
• Revenue is King • All levels of mental
programming, but narrow view of culture
Copyright © 2010 Jessica Faye Carter.
Culture + Tech
• Long Tail • Openness/Transparency • Collective Intelligence • Hacking/Remixing Data & Info
Copyright © 2010 Jessica Faye Carter.
Lesson # 2: Engage Groups by Using Co-cultures
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
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 conflict
Copyright © 2010 Jessica Faye Carter.
What do you see? • Lisa Dineo • Born in Japan; lived there
until she was 12 • Teenage years in Iowa • ½ 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.
Marketing to Co-cultures • Hacker culture
– Less emphasis on commercial issues—it’s 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 has
aggregated these markets – Phase 1: combine multicultural marketing with social
media
Copyright © 2010 Jessica Faye Carter.
Multicultural Social Media
Pros • Integrates with current
business practices and nomenclature
• People are somewhat conditioned to view culture as ethnicity
• Gives some sense of using culture as a connection point
Cons • Lexicon still muddled • Still using major identity
categories—not reaching all co-cultures
• Some controversy about use of culture in business practices
Copyright © 2010 Jessica Faye Carter.
Connecting with Co-Cultures: NBA
• Rather than focusing on one aspect of users’ identities, establish multiple connection points – National origin – Multiple language
offerings – Regional interest – Entertainment
offerings www.nba.com/enebea
Copyright © 2010 Jessica Faye Carter.
Connecting with Co-Cultures: American Airlines
• Part of larger diverse marketing campaign
• Focuses on Black travelers
• Nelson George, Travel Expert-at-Large
• English language (other languages could expand reach)
• Blackness has different connotations in other regions of the world
www.blackatlas.com
Copyright © 2010 Jessica Faye Carter.
Lesson #3: Establish Next-Level Connections
Getting Past Cultural Basics
• Connect with users beyond what is generally considered culture
• Consider these areas: – Emotional connections – Values (e.g., family-oriented, respect for
elders, religious considerations) – Highlight commitment to community – Showcase a group’s history
Copyright © 2010 Jessica Faye Carter.
Marketing to Co-Cultures - Search
• Search engines target religious users who want to avoid certain content
• Could be of interest to non-religious users
• I’mHalal has warnings for the devout
Copyright © 2010 Jessica Faye Carter.
Historical Connections: The Queerest Places
• Chronicles historical sites with relevance to the LGBT Community – Cole Porter’s house – GLAMA in Kansas
City • Celebrates LGBT
culture and history • Part of community of
historical LGBT sites
queerestplaces.wordpress.com
Copyright © 2010 Jessica Faye Carter.
Lesson #4: Watch out for Pitfalls
Pitfalls on the Road to Success
• Assuming everyone will like your idea – Not a fit w/personality – May prefer the
“human only” approach
– You cannot please everyone
• Avoid limiting culture to appearances, languages, cuisines
PERSONALITY
CULTURE
HUMAN NATURE A screenshot of Pitfall! on the Atari 2600
Copyright © 2010 Jessica Faye Carter.
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.
Lesson #5: Test Your Concept and Site
Going to Market • Two models
– Hacker culture says do the site quickly, make refinements later
• Pros: first to market, establish leadership with the group
• Cons: this could lead to costly mistakes and really bad 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 the
pipeline?
Copyright © 2010 Jessica Faye Carter.
Unilever’s Approach • Tested brands like
Pond’s Age Miracle Cream with Chinese women
• Used blogs to connect with testers
• Testers shared their thoughts on the product
• Risky move, but paid off—product very well received
Copyright © 2010 Jessica Faye Carter.
American Airlines’ Approach
• Several stages of testing – Focus groups – Employees previewed
and gave feedback • Took perspective of
audience seriously • Continued monitoring
and engagement www.blackatlas.com
Copyright © 2010 Jessica Faye Carter.
Social Testing • Engaged users will
highlight site, including pros and cons
• Try to engage them (not just to respond to comments), but take their concerns seriously – Be selective with this
approach
Copyright © 2010 Jessica Faye Carter.
Lesson #6: Get Ready for the Future
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.
Connect with me
[email protected] twitter.com/jescarter 203.539.1436
Thank You.
Copyright © 2010 Jessica Faye Carter.