![Page 1: Communicating Across Cultures With Social Media - Social Media Brasil 2010 (English)](https://reader033.vdocument.in/reader033/viewer/2022061114/545b21efb1af9f39378b6047/html5/thumbnails/1.jpg)
Jessica Faye Carter // Social Media Brasil // 24 June 2010
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Companies are using social media to connect with users on multiple levels.
And they are using culture to do it.
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In business…
State Farm launched Bollystar, a social media site designed to reach South Asian consumers and other fans of Bollywood
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In entertainment…
The NBA recently launched énebéa, a social media site for Spanish-speaking basketball fans around the world
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Even in search…
Imhalal.com is a search engine that filters Internet content for Muslims
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Why companies are doing this
• Value of The Long Tail • Provide personalized user experience • Buying power of cultural groups
increasing • Various market segmentation • To increase sales and profitability
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Today’s discussion
• Culture basics • What companies and organizations are
doing • Challenges with social media and culture • Best practices
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How we talk about culture
• Different ways we talk about culture – From the Latin cultura, “to cultivate” – Refinement, the arts, things congruent with
the notion of being civilized – Mental programming or “software of the
mind”
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Mental programming
PERSONALITY
CULTURE
HUMAN NATURE
Specific to individual
Universal Inherited
Learned
Inherited and learned
Specific to group or category
Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005
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What is culture?
“Collective programming of the mind that distinguishes the members of one group or category of people from others.”
Source: Geert Hofstede and Gert Jan Hofstede, Cultures and Organizations: Software of the Mind, 2005
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We all belong to multiple cultures
National & Regional
Origin
Gender
Ethnicity Sexual
Orientation/Preference
Economic Background
Education Level Religion
Military Service
Etc.
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How companies are connecting across culture
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NBA // www.nba.com/enebea • Connect with users on
multiple levels of culture
• Provide content for a variety of interests
• Work with other culturally-specific social media sites
• Co-locate target site within larger brand
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State Farm // www.BollyStar2009.com
• Provide ways for users to actively engage the site
• Use incentives to encourage participation
• Partner with related sites to increase reach and influence
• Make it fun!
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American Airlines // www.BlackAtlas.com
• Test site in multiple stages
• Take audience perspective seriously
• Continual monitoring and engagement
• Highlight previous engagement with group
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Unilever • Target users by
platform • Use word-of-mouth
marketing • Don’t shy away from
risk • Expand the reach of
successful strategies
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CHALLENGES // Dificuldades
• Everyone won’t like the idea of connecting with culture
• Connect with individuals not “markets” • Don’t limit cultures • Avoid stereotyping • Be careful with humor
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BEST PRACTICES // Melhores Práticas
• Choose your platform(s) wisely • Provide multiple connection points • Avoid stereotyping • Track site activity • Respond to feedback • Be willing to learn as you go!
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THANK YOU // Obrigada
For More Information email: [email protected] twitter: twitter.com/jescarter
© 2010 Jessica Faye Carter