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Intercultural Communications:
Bridging Emerging Social and Participation Gaps
Todd FeltsDirector of Graduate StudiesAssistant Professor of Integrated Marketing CommunicationsReynolds School of JournalismUniversity of Nevada, Reno
“I’M A GREAT LOVER.”
MARKETING
“TRUST ME, HE’S A GREAT LOVER.”
PUBLIC RELATIONS
“I’M A GREAT LOVER.I’M A GREAT LOVER.I’M A GREAT LOVER.”
ADVERTISING
“CAN SOMEONE HELP ME FIND A GREAT LOVER?”
SOCIAL MEDIA
“Is he a great lover? We’ll hear from dozens of witnesses and experts after these messages.”
JOURNALISM
“I UNDERSTAND YOU’RE A GREAT LOVER.”
BRANDING
My friends.
My friends.
My friends.
The Facts: Why bridging the gap is more important than ever.
More than 12% of the US population is foreign born. Multicultural markets make up 34% population with a spending power of $2 trillion.
We can now communicate without borders. We no longer need permission. We are not limited by geography.
More than a billion people have access to the web and 70% of them speak a language other than English.
This week Facebook reached 50 million users. If it were a country, it would be the 3rd most populace nation after China and India.
This week a black women was fired from a US government job because of something asserted as racist posted on a blog. Obama later apologized to her because what she said was taken out of context.
The Facts: Why bridging the gaps is more important than ever.
In just 40 years, the United States population will likely increase by 100 million and
current minorities will make up half. senior citizens will make up one-fifth. almost 50% will be new immigrants,
both legal and illegal. more than one out of three children will
be Latino. Source: Smithsonian, August 2010
F’ing ways we socialize today:
FindForwardFriendFollowFastFacilitate
Fail
Bridge Rule 1:
Keep your message
SIMPLE!
Bridge Rule 2: Know your audience with good research
competition YOU audience
Bridge Rule 2: Know your audience with good research
For example, a campaign aimed at the Hispanic community should recognize: Most live in the Western United States. Generally, they are younger than Anglos (median 26). Households are larger. Direct mail and online purchases comprise well over
60 percent of total purchases.
Asian Americans however respond better to technology based marketing, such as e-mail campaigns, blogs or web-based ads.
YOUR AUDIENC
E
Rule 2: Know your audience with good research
Join your audience’s show! Become part of their conversation.
You
You
YouYou
You
Rule 2: Know your audience with good research
How manyHow muchLocationKey playersIssuesShow, don’t tell
?
Bridge Rule 3. Monitor, resp0nd and monitor.
Bridge Rule 4: Make multicultural part of your overall web strategy.
Bridge Rule 4: Make multicultural part of your overall web strategy.
Bridge Rule 4: Make multicultural part of your overall web strategy.
Bridge Rule 5: Go Niche, not Mass. Think how can I take a single idea
and share it with one person.
ACTION SPOT
WOM OCCURS
Bridge Rule 5: Go Niche, not Mass.
Move beyond strategies targeting Blacks, Asians, Latinos, or Native Americans generally,
Specifically engage the co-communities that exist within these groups, such as Africans, Brazilians, South Koreans, Indians, Puerto Ricans, or indigenous peoples.
Not a fad
Multicultural social media is more than just a passing fad — it’s an opportunity for companies and multicultural consumers to connect around ideas, products, and services.
Review
1) Keep it simple.2) Research your audience.3) Monitor, respond, monitor. 4) Make multicultural part of your web
strategy.5) Think niche, not mass.
www.smartrenotahoe.com
Let’s bridge the gap together. I’d love to hear from you!!!! What are you doing at your facility to engage multicultural audiences?
Todd Felts
email: [email protected] me on Facebook or follow me on Twitter. YouTube: Todd FeltsLearn more at: www.smartrenotahoe.com
