Listeningtomulticulturalconsumers Final 032410 100325001151 Phpapp02
Transcript of Listeningtomulticulturalconsumers Final 032410 100325001151 Phpapp02
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
Because America is Changing
• 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
Because America is Changing
• 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
Because America is Changing
• 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
Because America is Changing
• 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
Because America is Changing
• 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
Because America is Changing
• Household income of minoriGes has increased over years with a growing middle class.
Income
Source: U.S. Census Bureau, 2008
Because America is Changing
• 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
Digital Divide Narrowing
• 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
Digital Divide Narrowing
• 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
Digital Divide Narrowing
• 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
Digital Divide Narrowing
• 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
Source: The ARF Listening Playbook
Opportuni-es Why Listen? • Understand shims in consumer perspecGves on life-‐style, category or issue
• Understand context and reasons why
Source: The ARF Listening Playbook
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
Source: The ARF Listening Playbook
Case Studies Hennessy Discovers New Customers
Source: The ARF Listening Playbook
• 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?