Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy

transcript

African Americans & Latinos:

Dominant on Twitter & Facebook,

Omitted from Social Media

Strategies #smwmulticultural

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7NBcBPTMgOjF8M&tbnid=sPivpUyS_V6vkM:&ved=&url=http%3A%2F%2Fatlantablackstar.com%2F2013%2F05%2F23%2Fwhy-is-african-americans-use-of-twitter-outpacing-other-groups%2F&ei=CHM-UsPFOZHa8ASZsYGwBw&bvm=bv.52434380,d.eWU&psig=AFQjCNHNzMGd-kjLwNFTnT6glbMXb8z1fw&ust=1379910793331910

What’s on the agenda?

Why Multicultural?

Short list of ‘Who’s Who’ in social media

Trending: what’s happening in this space?

Thinking Total Market

Q&A

Multicultural America

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jgwU0DtaJhSGkM&tbnid=iee-dEGp4PGXyM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.allovermedia.com%2Fcore-offerings%2Fmulticultural%2F&ei=pJA_Uve9PMKa2gWF74GwAQ&bvm=bv.52434380,d.aWM&psig=AFQjCNFOkGJoXYYzhqU6dgaCPkgKFcgBfA&ust=1379983896594030

Hispanic Spending

African American Spending

Multicultural Media Evolution

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=QF_2dcuCTKIwCM&tbnid=pynG3bHGSByZLM:&ved=0CAgQjRwwAA&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FBounce_TV&ei=CJE_UqyEHMTw2gX8xoGwDg&psig=AFQjCNGYm7-s29p7nlSehhpvDMXdVq0pdA&ust=1379984008608155

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=m0AROIrqBqEHMM&tbnid=BnwqsWd_HGFW0M:&ved=0CAUQjRw&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FFusion_(TV_channel)&ei=9ZM_UujBCMme2wW7iYCQCw&bvm=bv.52434380,d.aWM&psig=AFQjCNEbtvFV2I94rEd9zJNRipoNPhpyEA&ust=1379984754635098

http://en.wikipedia.org/wiki/File:Fusion_TV_Logo_2013.jpg

Hispanic adults

African American adults

White adults

By the Numbers

27% African Americans

28% Hispanics 14% Whites

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cbZs0l-lfsw9DM&tbnid=aAnByQ-ac-HUuM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.methodcb.com%2F&ei=x6s_Uue8M8KIyAG01YDIBA&bvm=bv.52434380,d.aWc&psig=AFQjCNE8sa8zqE9NVjEjAt_u5FXYRoPpdQ&ust=1379990817120492

By the Numbers

2/3 of all US adults are on Facebook

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QanOc4elti2_UM&tbnid=fTKCrFX9aTbCVM:&ved=0CAUQjRw&url=https%3A%2F%2Fwww.facebook.com%2F&ei=DlZAUqbXG6jR2AX5m4AI&bvm=bv.52434380,d.b2I&psig=AFQjCNGo2tGGo2yOrnORnTRdfjfE9h0UHg&ust=1380034444600699

By the Numbers

23% African American 18% Hispanic 11% White

5% African American 8% Hispanic 6 % White

8% African American 10% Hispanic 18 % White

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=cFO6uq8dkuj2HM&tbnid=ElU0NL5mpm8_aM:&ved=0CAUQjRw&url=https%3A%2F%2Fplay.google.com%2Fstore%2Fapps%2Fdetails%3Fid%3Dcom.instagram.android&ei=sFhAUqqFBa2A2QXCt4Bg&bvm=bv.52434380,d.b2I&psig=AFQjCNFq3cpoY6JzUhmjxpWgLTgBWGPs5g&ust=1380035118202333

http://en.wikipedia.org/wiki/File:Tumblrfull.svg

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ZGwAzm0-yuDCfM&tbnid=2ed_UIHToQyHaM:&ved=0CAUQjRw&url=https%3A%2F%2Ftwitter.com%2FPinterest&ei=8lhAUs2aEoWy2QWTkYGoAg&bvm=bv.52434380,d.b2I&psig=AFQjCNGRuPb3EgCSJiTxi58m6Gs92dGZjg&ust=1380035182698114

Why the Popularity?

• Evolution of Technology

• Nature of the Communication

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=70c-wVoeJrOsKM&tbnid=fHI2pnLRu6aCoM:&ved=&url=http%3A%2F%2Fmadamenoire.com%2F262897%2Ftwitter-is-king-with-african-americans-and-instagram-is-a-close-second%2F&ei=CHM-UsPFOZHa8ASZsYGwBw&bvm=bv.52434380,d.eWU&psig=AFQjCNHNzMGd-kjLwNFTnT6glbMXb8z1fw&ust=1379910793331910

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=VxO4Io8EhmTnUM&tbnid=Vg0YsKUQpgdMqM:&ved=&url=http%3A%2F%2Fwww.bet.com%2Fnews%2Fhealth%2F2011%2F03%2F31%2Fafrican-americans-less-likely-to-check-their-medical-records-online.html&ei=CHM-UsPFOZHa8ASZsYGwBw&bvm=bv.52434380,d.eWU&psig=AFQjCNHNzMGd-kjLwNFTnT6glbMXb8z1fw&ust=1379910793331910

Why the Omission?

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=7qjRgkHLB2J4gM&tbnid=ttSOPwZbz-TwVM:&ved=&url=http%3A%2F%2Faequology.wordpress.com%2F2010%2F12%2F28%2Fsustainability-strategy-and-middle-management-the-missing-link%2F&ei=cJk_UoXgC4fArQGSnoCICQ&psig=AFQjCNGh_VK8ii2Vpkq0m0FfhruSxflZdw&ust=1379986160290929

It’s Just Twitter…

Social Media Helps…

• Advocate for issues

• Connect with like minds

• Share news and expertise

• Enhance entertainment

‘Who’s Who’

Individuals Groups

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gSauf91f0Pgj_M&tbnid=Jn9aDwMpG8ZlnM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.theventureonline.com%2F2012%2F02%2Flatism%2F&ei=4Gg_Us73EerO2gXn3oGIDQ&bvm=bv.52434380,d.b2I&psig=AFQjCNGXyGpmNBHKbjWvaNB_5fF_nz7-QA&ust=1379973723666387

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WOVGbDWjmAKyKM&tbnid=N5vC92XBEbCAHM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.hispanicprblog.com%2Fupcoming-industry-events%2Fprsa-renews-partnership-with-hispanic-public-relations-association-and-hispanicize-to-sponsor-hispanicize-2011.html&ei=EGk_UrbmIKbN2QXYjYDQBQ&bvm=bv.52434380,d.aWM&psig=AFQjCNFD6gtV3DlGerHdFl4F3iIudweq6A&ust=1379973773452363

Trending: #PaulasBestDishes

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=L5QqfltaY1Q85M&tbnid=Gu2WL-NC4JqOGM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.buttermilkpress.com%2Fblog%2Fwin-a-chance-to-cook-with-paula-deen%2F&ei=OJY_Utj5HuWH2AW_z4CwAQ&bvm=bv.52434380,d.b2I&psig=AFQjCNHtDOfgYZOh3DP08p4kn2cfjVs-yQ&ust=1379985314144116

Trending: Activating Passion Points

Food & Family

Music & Sports

Trending: #SmartBlackWomenOnTwitter

#Smart LatinaWomenOnTwitter

Trending: Positively Perfect for Holidays

Trending: Hablamos Español… and English!

Social Media Considerations • Cultural relevance and attention to online behaviors is KEY to

success

• African American and Hispanics are social butterflies and prefer social networking platforms to communicate and socialize online

• Considering bilingual, bi-cultural content is essential for reaching both Spanish- preferred and English- preferred Hispanics.

• Multiple platforms exist for reaching the consumer via digital word-of-mouth

• Conversation trends indicate that as a whole, African Americans are interested in knowing key elements of brands

Join and follow conversations • #LATISM, #HISPZ, #BlackTwitter, @EssenceDebates

Find out more about social media and multicultural • Read: AdAge, AdWeek, PewInternet.org, Hispanicize.com,

TargetMarketNews.com, Chatterati (on TheRoot.com)

Find out who in your organization is tasked with multicultural marketing and ask them: what’s your social plan?

Identify relevant passion points for the multicultural audiences you’re targeting and KNOW them – they’ll help shape what you want to do

Don’t be afraid to test…start with a passion point

Want to get started?

Black & Latino dominance on Twitter & Facebook, yet omission from Social Media Strategy

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