1. Alex de Carvalho ● @alexdc ● alex@alexdc.org
Effective Multicultural Communications
in Social Media 3CMA - 3 May 2013

2. I create spaces for individuals,
companies, and brands to connect

7. Securing
the Clicks
Network Security
in the Age of
Social Media
Co-author

8. Adjunct
from Fall ’07
to Spring ’12

9. facebook.com/groups/smcsf
Social Media Club of South Florida
Established September 2008
- Over 2,500 members
- Free monthly meetups average 100 participants
Expand media literacy
Share lessons learned
Adopt industry standards
Promote ethical practices

10. - South Florida’s largest web community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community

11. - Web and new media “un”conference
- Over 1,600 have attended five events
- Next one: June 2013
twitter.com/barcampmiami

12. First one in June 2012:
16 presenters & 300 attendees

13. 500 people joined for the conference
and networking in May 2012

15. CrisisCamp Miami for Haiti
Hosted at the Miami Herald
Organized in 5 days ● 100 people
Mapping ● People Finder ● NGO Identifier

16. Now, I’m just a
social media
user ... and not a
guru, expert, or
swami!

17. But my friend Shashi is a social media swami
Follow @shashib on Twitter

18. And I am from
Suomi!
(Finland)

19. So does that make me a
“Social Media Suomi” too?

20. And what would you call a Finnish Swami anyway?
A Suomi Swami?

21. I am also Brazilian,
which makes me a ...

22. Brazilian - Finn,
born in France,
living in Miami...
... who speaks
Spanish,
Portuguese,
French,
Finnish, and
English

24. Spanish
+
English
=
Spanglish

25. 1. More than one third of US population belongs to a minority group
✤ 2008 US Census Bureau reported the minority population reached
104.6 million - or 34% of the nation's total population
✤ Nearly one in six residents, or 46.9 million people, are Hispanic
✤ Hispanics are the fastest-growing segment (or is it Asians?)
Why should you care about
reaching out to minorities?

26. 2. An estimated spending
power of over $2 trillion
Why should you care about
reaching out to minorities?
http://www.terry.uga.edu/selig/docs/GBEC0903q.pdf

27. 3. It’s the future
Why should you
care about reaching
out to minorities?

28. ● white
● black
● Hispanic
● Asian
● other
according to 2010 Census
Black people mainly in northern inner city (Little
Haiti and Wynwood), Hispanics in the south (Little
Havana, West Miami, Coral Way) and west
(Brownsville), Whites in the north and east
(Aventura, North Miami Beach, Miami Beach)
Miami: highly segregated

29. Where are minorities online?
Pew Research, 2012:
✤ Twitter Black (26%),
followed by Hispanic (18%)
and White (11%).
✤ Pinterest White (18%), Black
(8% ) and Hispanic 10%
✤ Instagram Black (23%),
Hispanic (18%) and White
(11%)
✤ Tumblr Hispanic (8%) of
users, followed by White
(6%) and Black (5%)
✤ Facebook Race/ethnicity
was not studied

30. I grew up in the age of broadcast media

31. Characteristics of broadcast media
Professionals with degrees
Space limitations Editors
Publishing process Time constraints and deadlines
Demographic targeting

32. Always pitching something

34. •Amateurs with time
•No space limitations
•Self-editing
•Updating, Sharing,
Participating
•No Deadlines
•Social consumption and
engagement rather than
demographic targeting

35. markets are conversations

36. Social media opens the door for ...
✤ Increased name recognition
✤ Maintaining relationships with current constituents
✤ Connecting with new constituents
✤ Sharing your impact
✤ Establishing your authority on a topic

37. Engaging your multicultural constituents
✤ Include multicultural in your larger outreach strategy
✤ Research your audience
✤ Test your assumptions
✤ Engage beyond just language, culture, cuisine
✤ Celebrate culture and the differences
✤ No stereotyping!
✤ Find an emotional connection
✤ Find and work the networks

38. Simple yet essential questions
✤ How will this visual treatment look when consumed
through a multicultural lens?
✤ Was the core brand essence and symbolism carried over
correctly when we translated into another language?
✤ Did we minimize or miss out on a cultural celebration/
milestone that would help us speak to our multicultural
consumer on their terms?
http://www.forbes.com/sites/theyec/2013/02/08/5-tips-to-refresh-your-multicultural-marketing-strategy-in-2013/

39. Hispanic
Asian-American
African-American

40. We have shared interests
It’s the reason we speak to each other
and not someone else

43. TextText
“So ... what’s the scuttlebutt?”

44. shared interests
=
“social object”

45. Creating Content & Connecting
(ie.,developing the social object)
✤ Find your core and connect through your passions
✤ Ask people big questions, challenge them to think big
✤ Open the side door: “The Making Of” & “B-Roll”
✤ It’s about your constituents, not you: provide support
✤ People love a good story
✤ Use outside voices: videos and interviews
✤ Be real and be yourself: share your own challenges and opportunities

46. Typical metrics
✤ Number of new donors
✤ Number of repeat donors
✤ Overall fundraising
✤ Number of new volunteers
✤ Number of repeat volunteers
✤ Total number of volunteer hours

47. New donors
New volunteers
Collaboration opportunities
Increased name recognition
Repeat giving
Overall fundraising
Repeat volunteers
Maintaining relationships
with current constituents
New donors
New volunteers
Collaboration opportunities
Connecting with new constituents
New donors
Reduced donor attrition
Overall fundraising
New volunteers
Repeat volunteers
Sharing your impact
Impact of social media strategies
Collaboration opportunities
New donors
Establishing your authority on a topic
http://www.wiredimpact.com/library/nonprofit-social-media-defining-success/

48. • Audit of current state
• Competitive landscape
• Listening & monitoring
• Planning
• Roadmap
• Resources
• Policies
• Processes
• Community management
• Content marketing
• Outreach & engagement
• Marketing & comms support
• Media buys
• Metrics
• Analysis
• Optimization
Goals
Research
Strategy
Implementation
Measurement
Framework for implementation

49. Are you listening?

50. ... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and communities?
Are they meeting up in the real world?

52. http://wiki.kenburbary.com/

53. Establish outposts on social networks
Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.

54. The Social Media Starfish
Credit: Robert Scoble

55. (Good for search engine optimization)

56. “In social groups, some people actively participate more than others… Social
participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation

57. A single user may affect or “infect” many others

58. When listening, quality counts, not quantity

59. Credit: David Armano
Quality becomes quantity: stuff gets shared between networks

60. We can leverage social media to build
real bridges between communities, by:
✤ Engaging people around topics of interest and encouraging them to
collaborate and to develop communities
✤ Empowering people to use technologies to assist in improving their
lives
✤ Open sharing of experiences, information and knowledge
✤ Developing cultures of transparency, inclusiveness, and innovation
✤ Localisation; local content creation, local resource distribution, local
awareness development, local knowledge transfer, local solution
development

61. Embrace your inner geek

62. Photo Credits - Creative Commons
✦ Swami http://www.flickr.com/photos/boskizzi/12103933/
✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/
✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407
✦ seti http://www.flickr.com/photos/49457106@N00/280789933/
✦ attention http://www.flickr.com/photos/69148125@N00/326386880/
✦ community manager http://www.flickr.com/photos/celesteh/397931208/
✦ india water http://www.flickr.com/photos/t4deux/3442829950/
✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593
✦ jellybeans http://www.flickr.com/photos/jspad/450848498/
✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out

63. Alex de Carvalho ● @alexdc ● alex@alexdc.org
Effective Multicultural Communications
in Social Media 3CMA - 3 May 2013