effective multicultural communications in social media
TRANSCRIPT
Alex de Carvalho ● @alexdc ● [email protected]
Effective Multicultural Communications in Social Media 3CMA - 3 May 2013
I create spaces for individuals,
companies, and brands to connect
Securing the ClicksNetwork Security in the Age of Social Media
Co-author
Adjunctfrom Fall ’07 to Spring ’12
facebook.com/groups/smcsf
Social Media Club of South FloridaEstablished September 2008
- Over 2,500 members
- Free monthly meetups average 100 participants
Expand media literacy
Share lessons learned
Adopt industry standards
Promote ethical practices
- South Florida’s largest web community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community
- Web and new media “un”conference
- Over 1,600 have attended five events
- Next one: June 2013
twitter.com/barcampmiami
First one in June 2012:
16 presenters & 300 attendees
500 people joined for the conference and networking in May 2012
CrisisCamp Miami for HaitiHosted at the Miami Herald
Organized in 5 days ● 100 peopleMapping ● People Finder ● NGO Identifier
Now, I’m just a social media
user ... and not a guru, expert, or
swami!
But my friend Shashi is a social media swami
Follow @shashib on Twitter
And I am from Suomi!
(Finland)
So does that make me a
“Social Media Suomi” too?
And what would you call a Finnish Swami anyway?
A Suomi Swami?
I am also Brazilian,
which makes me a ...
Brazilian - Finn, born in France, living in Miami...
... who speaks Spanish,
Portuguese, French,
Finnish, and English
Spanish+
English=
Spanglish
1. More than one third of US population belongs to a minority group
✤ 2008 US Census Bureau reported the minority population reached 104.6 million - or 34% of the nation's total population
✤ Nearly one in six residents, or 46.9 million people, are Hispanic
✤ Hispanics are the fastest-growing segment (or is it Asians?)
Why should you care about reaching out to minorities?
2. An estimated spending power of over $2 trillion
Why should you care about reaching out to minorities?
http://www.terry.uga.edu/selig/docs/GBEC0903q.pdf
3. It’s the future
Why should you care about reaching out to minorities?
● white ● black● Hispanic● Asian● otheraccording to 2010 Census
Black people mainly in northern inner city (Little Haiti and Wynwood), Hispanics in the south (Little Havana, West Miami, Coral Way) and west (Brownsville), Whites in the north and east (Aventura, North Miami Beach, Miami Beach)
Miami: highly segregated
Where are minorities online?Pew Research, 2012:
✤ Twitter Black (26%), followed by Hispanic (18%) and White (11%).
✤ Pinterest White (18%), Black (8% ) and Hispanic 10%
✤ Instagram Black (23%), Hispanic (18%) and White (11%)
✤ Tumblr Hispanic (8%) of users, followed by White (6%) and Black (5%)
✤ Facebook Race/ethnicity was not studied
I grew up in the age of broadcast media
Characteristics of broadcast mediaProfessionals with degrees
Space limitations Editors
Publishing process Time constraints and deadlines Demographic targeting
Always pitching something
•Amateurs with time
•No space limitations
•Self-editing
•Updating, Sharing, Participating
•No Deadlines
•Social consumption and engagement rather than demographic targeting
markets are conversations
Social media opens the door for ...
✤ Increased name recognition
✤ Maintaining relationships with current constituents
✤ Connecting with new constituents
✤ Sharing your impact
✤ Establishing your authority on a topic
Engaging your multicultural constituents
✤ Include multicultural in your larger outreach strategy
✤ Research your audience
✤ Test your assumptions
✤ Engage beyond just language, culture, cuisine
✤ Celebrate culture and the differences
✤ No stereotyping!
✤ Find an emotional connection
✤ Find and work the networks
Simple yet essential questions
✤ How will this visual treatment look when consumed through a multicultural lens?
✤ Was the core brand essence and symbolism carried over correctly when we translated into another language?
✤ Did we minimize or miss out on a cultural celebration/milestone that would help us speak to our multicultural consumer on their terms?
http://www.forbes.com/sites/theyec/2013/02/08/5-tips-to-refresh-your-multicultural-marketing-strategy-in-2013/
Hispanic
Asian-American
African-American
We have shared interests
It’s the reason we speak to each other and not someone else
TextText
“So ... what’s the scuttlebutt?”
shared interests =
“social object”
Creating Content & Connecting(ie., developing the social object)✤ Find your core and connect through your passions
✤ Ask people big questions, challenge them to think big
✤ Open the side door: “The Making Of” & “B-Roll”
✤ It’s about your constituents, not you: provide support
✤ People love a good story
✤ Use outside voices: videos and interviews
✤ Be real and be yourself: share your own challenges and opportunities
Typical metrics
✤ Number of new donors
✤ Number of repeat donors
✤ Overall fundraising
✤ Number of new volunteers
✤ Number of repeat volunteers
✤ Total number of volunteer hours
New donorsNew volunteersCollaboration opportunities
Increased name recognition
Repeat giving Overall fundraisingRepeat volunteers
Maintaining relationships with current constituents
New donorsNew volunteersCollaboration opportunities
Connecting with new constituents
New donorsReduced donor attritionOverall fundraisingNew volunteersRepeat volunteers
Sharing your impact
Impact of social media strategies
Collaboration opportunitiesNew donorsEstablishing your authority on a topic
http://www.wiredimpact.com/library/nonprofit-social-media-defining-success/
• Audit of current state • Competitive landscape • Listening & monitoring
• Planning • Roadmap • Resources • Policies • Processes
• Community management • Content marketing • Outreach & engagement • Marketing & comms support • Media buys
• Metrics • Analysis • Optimization
Goals
Research
Strategy
Implementation
Measurement
Framework for implementation
Are you listening?
... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and communities?
Are they meeting up in the real world?
Establish outposts on social networks
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
The Social Media Starfish
Credit: Robert Scoble
(Good for search engine optimization)
“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation
A single user may affect or “infect” many others
When listening, quality counts, not quantity
Credit: David Armano
Quality becomes quantity: stuff gets shared between networks
We can leverage social media to build real bridges between communities, by:
✤ Engaging people around topics of interest and encouraging them to collaborate and to develop communities
✤ Empowering people to use technologies to assist in improving their lives
✤ Open sharing of experiences, information and knowledge
✤ Developing cultures of transparency, inclusiveness, and innovation
✤ Localisation; local content creation, local resource distribution, local awareness development, local knowledge transfer, local solution development
Embrace your inner geek
Photo Credits - Creative Commons
✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✦ seti http://www.flickr.com/photos/49457106@N00/280789933/✦ attention http://www.flickr.com/photos/69148125@N00/326386880/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ jellybeans http://www.flickr.com/photos/jspad/450848498/
✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Alex de Carvalho ● @alexdc ● [email protected]
Effective Multicultural Communications in Social Media 3CMA - 3 May 2013