Presentation on Listening to the Multicultural Consumer from The Advertising Research Foundation (@The_ARF) Annual Convention Re:Think 2010. Presented by Lynne d Johnson, SVP, Social Media, The ARF and Anita Lai, Director of Research, Uniworld Group

1. Listening
to
Mul-cultural
Consumers
Dispelling
The
Myths
Lynne
d
Johnson
Anita
Lai
SVP,
Social
Media
Director
of
Research
The
ARF
Uniworld
Group,
Inc.
Twi4er:
@lynneluvah

2. What
is
Listening
ARF
Working
Defini-on
“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.”
Source:
The
ARF
Listening
Playbook

3. 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.

4. 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

5. WHY
MULTICULTURAL?

6. Because
America
is
Changing
Approaching
Tipping
Point
• 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

7. Because
America
is
Changing
Majority
Minority
• 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.
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
=
White
>
Non-­‐White
Source:
U.S.
Census
Bureau,
2008

8. Because
America
is
Changing
Driven
By
New
Births
• 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
White
Non-­‐White*
White
Non-­‐White*
52%
48%
48%
52%
2010 U.S. Births 2020 U.S. Births (Estimate)
*Non-­‐White
=
Non-­‐Hispanic
White
Source:
U.S.
Census
Bureau,
12/09

9. Because
America
is
Changing
Household
Composi-on
• 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
White
Black
Hispanic
Asian
Average
3.10
3.33
3.82
3.32
Household
Size
2.22
2.14
2.39
2.42
-­‐-­‐Adults
0.88
1.19
1.43
0.90
-­‐-­‐Children
Source:
U.S.
Census
Bureau,
1/10

10. Because
America
is
Changing
Race/Ethnic
Origin
• 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
Past
Current
&
Future
• Immigrants
to
U.S.
• Immigrants
are
have
historically
been
increasingly
from
LaGn
of
European
descent
America
and
Asia
• Primarily
German,
• Primarily
Mexican,
Irish,
English,
Russian,
Chinese,
Indian,
West
Italian,
French
&
Dutch
African
&
Eastern
European
• Pursuing
American
Dream
• SGll
pursuing
American
Dream

11. Because
America
is
Changing
Culture
• As
diverse
Americans
increasingly
retain
elements
of
their
cultures,
they
insist
that
they
see
themselves
and
their
experiences
reflecGng
in
markeGng
communicaGons
Melting Pot Salad Bowl

12. Because
America
is
Changing
Income
• Household
income
of
minoriGes
has
increased
over
years
with
a
growing
middle
class.
Source:
U.S.
Census
Bureau,
2008

13. Because
America
is
Changing
Buying
Power
• 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
Source:
Selig
Growth
For
Economic
Growth,
2009

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

15. DISPELLING
THE
MYTHS
OF
DIGITAL
DIVIDE?

16. Digital
Divide
Narrowing
Tradi-onal
Internet
Access
• 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

17. Digital
Divide
Narrowing
Minori-es
Are
Early
Adopter
• MinoriGes
are
first
movers
when
it
comes
to
mobile
gear
and
they
want
rich
experiences
on
their
mobile
devices
Source:
Pew
Internet
and
American
Life
Project,
7/09

18. Digital
Divide
Narrowing
Minori-es
Embrace
Mobile
• 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.
Mobile
Content
Used
by
Mobile
Divide
Owners
Source:
Pew
Internet
and
American
Life
Project,
7/09

19. Digital
Divide
Narrowing
Minori-es
Online
Highly
Engaging
• Online
Blacks
and
Hispanics’
digital
involvement
are
much
higher
than
their
White
counterparts.
Technology
Used
By
Those
Online
Source:
Florida
State
University,
1/08

20. Presence
on
Popular
Social
Networks
Facebook
Mirroring
Diversity
in
America
• ProporGons
of
Facebook
users
who
are
minoriGes
increased
by
leaps
and
bounds
the
last
2
years.
Source:
Facebook
Data
Team,
12/09

21. Presence
on
Popular
Social
Networks
Minori-es
Are
Regular
Users
• CollecGvism
and
Cultural
IdenGty
Drive
Usage
Source:
Hispanic
Online
Marke]ng,
Center
for
Hispanic
Marke]ng
Research,
DMS
Research,
02/09

22. Digital
Divide
Narrowing
Implica-ons
• Listening
to
and
communicaGng
with
the
minoriGes
power
users.
• Digital
effort
must
reflect
• Digital
divide
remains
demographics
of
digitally
involved
minoriGes
• Most
prevalent
among
lower
• Ensure
that
communicaGons
are
income
and
older
genera]ons
appropriate
and
more
relevance
for
minoriGes
through
“Listening”
to
the
• Mobile
and
game
box
access
voices
of
the
power
users
is
accelera]ng,
especially
• Make
certain
communicaGons
are
among
younger
genera]ons
forma4ed
for
consumpGon
via
mobile
and
gaming
devices
on
which
Blacks
• Highly
engaged
in
social
and
Hispanics
rely
for
internet
access
media
and
which
provide
a
more
“inGmate”
environment

23. MULTICULTURAL
IDENTITY
AND
HOW
IT
INFLUENCES
DIGITAL
USAGE

24. 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

25. 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

26. Mul-cultural
Iden-ty
and
Digital
Usage
Uses
the
Web
Differently
Source:
Baratunde
Thurston,
How
to
be
Black

27. Mul-cultural
Iden-ty
and
Digital
Usage
Uses
Social
Media
Differently
• #blackpeopletweet
Source:
What
the
Trend

28. Mul-cultural
Iden-ty
and
Digital
Usage
Digital
Collec-vism
“We
thought
we’d
significantly
lose
members
to
Facebook
and
Twi4er,
but
we
haven’t.
Our
members
live
&
breathe
in
a
very
racialized
way.”
–
Maria
Weaver
Watson,
VP,
Brand
MarkeGng
&
Strategic
CommunicaGons
at
InteracGve
One

29. 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

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

31. OPPORTUNITIES

32. 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

33. 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

34. CHALLENGES

35. Challenges
Social
Listening
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.

36. Challenges
Social
Listening
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

37. Challenges
Social
Listening
Mul-cultural
Solu-ons
• 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.

38. Challenges
Social
Listening
Mul-cultural
Solu-ons
• Radian6
filters
results
by
media
type,
geographic
region,
or
ten
internaGonal
languages.

39. Challenges
Who
Are
You
Listening
to?
1st
Genera-on
vs.
2nd
Genera-on
• Language
• Culture
• Lifestyle
• Digital
Usage:
Digital
NaGve
vs
Digital
Immigrant

40. Challenges
Digital
Ethnic
Enclaves:
Where
Are
You
Listening?
• MulGcultural
consumer
isn’t
only
on
Facebook,
MySpace,
YouTube,
or
Twi4er
Hispanic
Asian-­‐American
African-­‐American
• Hi5
• QQ
• BlackPlanet
• Sonico
• Xaonei
• BlackVoices
• Orkut
• Kaixin01
• BET
• Friendster
• Ning
CommuniGes
• Cyworld
• Wretch

41. Challenges
Access
Issues
S-ll
Exist
• Poverty
&
Inequality
• High
Illiteracy
• Geography
&
Infrastructure
• Censorship
• Financing
Source:
Esteban
Contreras,
The
Online
La]no:
A
New
Digital
Na]ve

42. CASE
STUDIES

43. Case
Studies
Hennessy
Discovers
New
Customers
Source:
The
ARF
Listening
Playbook

44. 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.
Source:
The
ARF
Listening
Playbook

45. Case
Studies
Univision
to
Launch
New
Web
&
Mobile
Content

46. 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.

47. Case
Studies
Barrel
NY
Taps
Into
Korean
American
Diversity

48. 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.

49. Case
Studies
Suzuki
Engages
New
Consumers
Source:
Questus

50. 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

51. 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

52. Case
Studies
Suzuki
Engages
New
Consumers
• The
results
(or)
insight
– Users
forwarded
tracks
and
challenged
friends
to
viral
rap
ba4les.
Source:
Questus

53. Case
Studies
Quepasa
Manages
Acapulco’s
Reputa-on

54. Case
Studies
Quepasa
Manages
Acapulco’s
Reputa-on
• 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.

55. Case
Studies
Taiwanese
American.org
Tackles
Census

56. 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.

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

58. 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,

59. 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.

60. QUESTIONS?