listening to multicultural consumers - #rethink10

Listening to Mul-cultural Consumers

Lynne d Johnson SVP, Social Media The ARF Twi4er: @lynneluvah

Anita Lai Director of Research Uniworld Group, Inc.

Dispelling The Myths

What is Listening

“The study of naturally occurring conversaGons, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.”

ARF Working Defini-on

Source: The ARF Listening Playbook

Listening is Hip

But there are sGll a lot of obstacles to effecGve listening – no budget, nobody in charge, where is the staGsGcal rigor, is it projectable, tough organizaGonal issues, hard to sell internally, ROI tough to determine, legal has major issues … etc.

And for the mulGcultural consumers, there’s another layer of obstacles – the myth that they are not even online.

The purpose of this session is to change this mispercepGon.

Agenda • MulGcultural Overview

• PopulaGon • Income and Buying Power

• MulGcultural Power with Technology • Closing the Digital Divide • MulGcultural Presence on Popular Social Networks

• MulGcultural IdenGty and How it Influences Digital Usage

• OpportuniGes • Challenges • Case Studies

WHY MULTICULTURAL?

Because America is Changing

•  The U.S. is the world’s most diverse society; no naGon is home to more mulGcultural residents than the U.S.

•  Tipping point for the younger generaGon 15-‐24 will be between 2020 to 2025

Non-‐White*

White

*Non-‐White = Non-‐Hispanic White Source: U.S. Census Bureau, 12/09

Approaching Tipping Point


• Minority is already majority in 7 of the top 10 U.S. ciGes • 10% of U.S. counGes are now majority-‐minority. Another 7% are near the Gpping point and will be majority-‐minority soon.

Majority Minority

= White > Non-‐White

Market (By Total Pop.) % Non-‐White 1. New York 50% 2. Los Angeles 70% 3. Chicago 47% 4. Miami 62% 5. Philadelphia 35% 6. Dallas 54% 7. Houston 63% 8. Washington, DC 54% 9. Boston 24% 10. Atlanta 51%

= Non-‐White > White = Parity

Source: U.S. Census Bureau, 2008


•  Today, minoriGes make up nearly half the children born in the U.S

• By end of this decade, one in every two new births will be non-‐Hispanic White

• By 2050, 65% of all new births will be non-‐Hispanic White

Driven By New Births

2020 U.S. Births (Estimate) 2010 U.S. Births

Non-‐White* 52%

White 48%

White 52%

Non-‐White* 48%

*Non-‐White = Non-‐Hispanic White Source: U.S. Census Bureau, 12/09


• Minority households are larger overall, driven by presence of more children in the household

• They tend to have more children. The numbers are 2.99 children for Hispanics, 2.13 for blacks, 2.04 for Asians compared to 1.87 for whites

Household Composi-on

White Black Hispanic Asian

Average Household Size

3.10 3.33 3.82 3.32

-‐-‐Adults 2.22 2.14 2.39 2.42

-‐-‐Children 0.88 1.19 1.43 0.90

Source: U.S. Census Bureau, 1/10


•  ImmigraGon to the United States is what has produced its diverse populaGon of yesterday and today, and will conGnue to change its ethnic and racial makeup

Race/Ethnic Origin

•  Immigrants to U.S. have historically been of European descent

•  Primarily German, Irish, English, Russian, Italian, French & Dutch

•  Pursuing American Dream

•  Immigrants are increasingly from LaGn America and Asia

•  Primarily Mexican, Chinese, Indian, West African & Eastern European

•  SGll pursuing American Dream

Current & Future Past


• As diverse Americans increasingly retain elements of their cultures, they insist that they see themselves and their experiences reflecGng in markeGng communicaGons

Culture

Salad Bowl Melting Pot


• Household income of minoriGes has increased over years with a growing middle class.

Income

Source: U.S. Census Bureau, 2008


•  Combined minoriGes buying power is the 6th largest naGonal economy in the world

•  Individual minority buying power is growing at a much faster pace than non-‐Hispanic White

Buying Power

Source: Selig Growth For Economic Growth, 2009

Summary

•  First, demographic shims resulGng in increased ethnic buying power.

•  Second, growth of technology allowed the young and diverse consumers to have access and share any informaGon that speaks to their “core” lifestyle needs.

•  Third, shim in poliGcal parGcipaGon and influence from diverse groups.

•  Lastly, globalizaGon calls for U.S. professionals to have a be4er handle on how internaGonal emerging markets influence the domesGc markets and vice versa.

Four major changes have occurred in the U.S. market over the last 10 years.

DISPELLING THE MYTHS OF DIGITAL DIVIDE?

Digital Divide Narrowing

• Digital divide sGll exists in tradiGonal internet access, parGcularly among lower income Black and Hispanic families.

• However, Blacks and Hispanics are leap-‐frogging Whites in wireless internet access.

*Wireless Internet Users – access via laptop or handheld device Source: Pew Internet and American Life Project, 1/10

Tradi-onal Internet Access


• MinoriGes are first movers when it comes to mobile gear and they want rich experiences on their mobile devices

Minori-es Are Early Adopter

Source: Pew Internet and American Life Project, 7/09


• Black and Hispanic mobile users were more likely than whites to parGcipate in every mobile acGvity, including sending and receiving text messages, taking pictures, playing games and accessing e-‐mail.

Minori-es Embrace Mobile

Source: Pew Internet and American Life Project, 7/09

Mobile Content Used by Mobile Divide Owners


• Online Blacks and Hispanics’ digital involvement are much higher than their White counterparts.

Minori-es Online Highly Engaging

Source: Florida State University, 1/08

Technology Used By Those Online

Presence on Popular Social Networks

•  ProporGons of Facebook users who are minoriGes increased by leaps and bounds the last 2 years.

Facebook Mirroring Diversity in America

Source: Facebook Data Team, 12/09

Presence on Popular Social Networks

•  CollecGvism and Cultural IdenGty Drive Usage

Minori-es Are Regular Users

Source: Hispanic Online Marke]ng, Center for Hispanic Marke]ng Research, DMS Research, 02/09


•  Listening to and communicaGng with the minoriGes power users.

Implica-ons

•  Digital effort must reflect demographics of digitally involved minoriGes

•  Ensure that communicaGons are appropriate and more relevance for minoriGes through “Listening” to the voices of the power users

•  Make certain communicaGons are forma4ed for consumpGon via mobile and gaming devices on which Blacks and Hispanics rely for internet access and which provide a more “inGmate” environment

•  Digital divide remains

•  Most prevalent among lower income and older genera]ons

•  Mobile and game box access is accelera]ng, especially among younger genera]ons

•  Highly engaged in social media

MULTICULTURAL IDENTITY AND HOW IT INFLUENCES DIGITAL USAGE

Mul-cultural Iden-ty and Digital Usage Psychographics vs. Demographics

“Many of today's youth share an urban mind-‐set. This mind-‐set is fueled by discovery, expression, diversity and connecGvity. It transcends race, geography and economic status. They are more focused on their commonaliGes than their differences. The commonality is what connects them, and that's primarily based on shared lifestyle interests.”

– Tru Pepgrew, President Alloy Access

Mul-cultural Iden-ty and Digital Usage MySpace vs. Facebook “What disGnguishes adopGon of MySpace and Facebook among American teens is not cleanly about race or class, although both are implicated in the story at every level. The division can be seen through the lens of taste and aestheGcs, two valu-‐laden elements that are deeply entwined with race and class. It can also be seen through the network structures of teen friendship, which are also directly connected to race and class.”

– danah boyd, Microsom Research and Harvard Berkman Center for Internet and Society

Mul-cultural Iden-ty and Digital Usage Uses the Web Differently

Source: Baratunde Thurston, How to be Black

Mul-cultural Iden-ty and Digital Usage Uses Social Media Differently • #blackpeopletweet

Source: What the Trend

Mul-cultural Iden-ty and Digital Usage Digital Collec-vism

– Maria Weaver Watson, VP, Brand MarkeGng & Strategic CommunicaGons at InteracGve One

“We thought we’d significantly lose members to Facebook and Twi4er, but we haven’t. Our members live & breathe in a very racialized way.”

Mul-cultural Iden-ty and Digital Usage Insights • MulGcultural Digital Usage Driven By Lifestyle and AspiraGons

• MulGcultural Digital Usage Driven By Self-‐Expression

• MulGcultural Usage of Web and Social Media is the Same as General PopulaGon, but Different

• Cultural Influences and Friend and Family Ties Support Social Media Choices

Mul-cultural Iden-ty and Digital Usage Insights • Usage of General Sites Simultaneous with Cultural/Racial Sites

OPPORTUNITIES

Opportuni-es Why Listen? • Take the customer’s pulse

• Get deep insights into what consumers say, and learn about their wants, unmet needs and challenges

• Integrate the voice of the customer into tradiGonal re-‐search

• Redefine relaGonships with consumers and bring their voice into the brand


Opportuni-es Why Listen? • Understand shims in consumer perspecGves on life-‐style, category or issue

• Understand context and reasons why


CHALLENGES

Challenges

• InterpreGng language –  Not every system is prepared or able to evaluate the emoGons behind emoGcons, slang, and non-‐tradiGonal grammar

–  ExpectaGons of perfecGon are unrealisGc even for human coders. It can be surprising to learn that human coders are only about 85% accurate while automated systems are not far behind.

Social Listening Challenges

Challenges

• Some communiGes have their own “language” or acronyms, and most will have a FAQ or help page to define the acronyms –  Also be aware of cultural language/context, slang, and use of sms-‐like text (especially on Twi4er) – if you don’t understand the text, ask for help

Social Listening Challenges

Challenges

• SocialMetrix soluGons cover English, Spanish and Portuguese using SemanGc Analysis and Natural Language Processing technics.

• A4enGo analysts speak more than 17 European languages as well as Mandarin.

• JamiQ is a mulGlingual social media monitoring and measurement soluGon that provides the largest coverage of the social media in Asia.

Social Listening Mul-cultural Solu-ons

Challenges

• Radian6 filters results by media type, geographic region, or ten internaGonal languages.

Social Listening Mul-cultural Solu-ons

Challenges

• Language • Culture • Lifestyle • Digital Usage: Digital NaGve vs Digital Immigrant

Who Are You Listening to? 1st Genera-on vs. 2nd Genera-on

Challenges

• MulGcultural consumer isn’t only on Facebook, MySpace, YouTube, or Twi4er

Digital Ethnic Enclaves: Where Are You Listening?

Hispanic

• Hi5 • Sonico • Orkut

Asian-‐American

• QQ • Xaonei • Kaixin01 • Friendster • Cyworld • Wretch

African-‐American

• BlackPlanet • BlackVoices • BET • Ning CommuniGes

Challenges

• Poverty & Inequality • High Illiteracy • Geography & Infrastructure • Censorship • Financing

Access Issues S-ll Exist

Source: Esteban Contreras, The Online La]no: A New Digital Na]ve

CASE STUDIES

Case Studies Hennessy Discovers New Customers


Case Studies Hennessy Discovers New Customers


• The challenge –  Hennessy stumbled upon a new consumer by listening to linking behaviors.

• The concept –  Hennessy developed a full research plan to learn more about the consumer and its values and connecGon with the brand.

• The result (or) insight –  Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integraGon.

Case Studies Univision to Launch New Web & Mobile Content

Case Studies Univision to Launch New Web & Mobile Content • The challenge

–  Univision had seen a significant increase of its content offerings being uploaded to user-‐generated sites.

• The concept –  Having already developed a successful online Novela with 2.5 million U.S. video views and an increase of 104% in video searches (that include views and comments to other video around the Web without leaving Univision.com) .

• The result (or) insight –  Univision InteracGve Media will launch a new online and mobile "Novelas y Series" (Novelas and Series) channel later this year on Univision.com.

Case Studies Barrel NY Taps Into Korean American Diversity

Case Studies Barrel NY Taps Into Korean American Diversity • The challenge

–  Korean-‐founded digital firm, Barrel, wanted to increase and change percepGons about a monolithic Korean culture.

• The concept –  Launched in late 2009, I Am Korean American is an online project that showcases the diversity and many interesGng personaliGes of the Korean American community. It also has Ges to a Facebook fan page.

• The result (or) insight –  112 profiles generated and 872 fans later, the site has also been a trending topic on Twi4er.

Case Studies Suzuki Engages New Consumers

Source: Questus

Case Studies Suzuki Engages New Consumers • The challenge

–  Primary and secondary research discovered that the Hayabusa is extremely popular in urban markets, extraordinarily over-‐indexing in enthusiasm among African Americans and LaGnos. Engage this consumer who had previously been ignored and remain authenGc.

• The concept –  The most powerful tool was social media research. Questus socially networked with the core target audience on a broad spectrum of sites ranging from MySpace to niche rider sites. The social media research was used to assess the funcGonality, usability and content that creates success as well as those that create barriers to usage.

Source: Questus

Case Studies Suzuki Engages New Consumers • The Concept

–  The BusaBeats campaign, united up-‐and-‐coming graffiG arGsts with MC’s across select ciGes in the U.S. who embraced the rich urban spirit through art and music to promote the bike. Hayabusa loyalists spread the buzz through content mash-‐ups and rap ba4les via user-‐generated contests.

• The results (or) insight –  Thousands of original tracks were recorded online. –  Tracks posted via a BusaBeats player on MySpace steered viral traffic and encouraged users to vote.

–  Top tracks received thousands of plays and ‘Dope Points.’ – 

Source: Questus

Case Studies Suzuki Engages New Consumers • The results (or) insight

–  Users forwarded tracks and challenged friends to viral rap ba4les.

Source: Questus

Case Studies Quepasa Manages Acapulco’s Reputa-on

Case Studies

• The challenge –  The Mexican Tourist Board wanted to tackle bad publicity and manage reputaGon for travel desGnaGon.

• The concept –  The Tourist Board worked with Quepasa Distributed Social Media pla}orm. Users were asked to create and share their ideal vacaGons to the spot with friends.

• The results/insight –  As of February 26th, 2010, there were 600,000 engagements and a total of over 70,000 votes with 17 days lem of the campaign. The campaign goal was to reach 500,000 engagements during its 6 week duraGon.

Quepasa Manages Acapulco’s Reputa-on

Case Studies Taiwanese American.org Tackles Census

Case Studies Taiwanese American.org Tackles Census • The challenge

–  A major issue for the Taiwanese American community is the lack of accurate idenGficaGon of those who have Ges to Taiwan.

• The concept –  The organizaGon worked with other organizaGons and Slideshow Pictures to produce YouTube videos and launch a website.

• The insight –  The program launched March 2, and already has 100s of thousands views, many comments and response videos.

Case Studies Pepsi Increases Loyalty W/African-‐American Moms

Case Studies Pepsi Increases Loyalty W/African-‐American Moms • The challenge

–  Pepsi wanted to capture is the strength, joy and wisdom of the African-‐American market. ParGcularly in these tough Gmes, this group can look around every day and find opGmism.

• The concept –  Launch a social network where consumers will be asked to share personal and inspiraGonal thoughts. Build buzz via Facebook and print ads, in Essence, and Black Enterprise, and with celebrity integraGon into the network.

–  The community features notable icons that represent six inspiraGonal categories -‐-‐ beauty, laughter, joy, hope,

Case Studies Pepsi Increases Loyalty W/African-‐American Moms • The Concept

wisdom and love. Keyshia Cole, Taraji Henson, Queen LaGfah, Thandie Newton, Dr. Robin Smith and Raven-‐Symone are leading the storytelling by blogging weekly, uploading photos and inspiring women to share and learn from one another.

• The result (or) insight –  IniGally launched in September 2009, the project has garnered over 60,000 Facebook fans. Pepsiweinspire features 100s of profiles and inspiraGonal stories. Pepsi was recognized with an NAACP Award on Friday, February 26, 2010 for advancing posiGve mulGcultural images in adverGsing and media.

QUESTIONS?

listening to multicultural consumers - #rethink10

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