Presentation for Social Media Brasil 2010.

1. Jessica Faye Carter // Social Media Brasil // 24 June 2010

2. Companies are using
social media to connect
with users on multiple
levels.
And they are using
culture to do it.

3. In business…
State Farm launched
Bollystar, a social media
site designed to reach
South Asian consumers
and other fans of
Bollywood

4. In entertainment…
The NBA recently
launched énebéa, a
social media site for
Spanish-speaking
basketball fans around
the world

5. Even in search…
Imhalal.com is a search
engine that filters
Internet content for
Muslims

6. 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

7. Today’s discussion
• Culture basics
• What companies and organizations are
doing
• Challenges with social media and culture
• Best practices

8. 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”

9. Mental programming
Specific to Inherited
individual and learned
PERSONALITY
Specific to group Learned
or category
CULTURE
Universal Inherited
HUMAN NATURE
Source: Hofstede, Cultures and Organizations: Software of the Mind, 2005

10. 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

11. We all belong to multiple
cultures
National &
Education
Regional Religion
Level
Origin
Economic Military
Gender
Background Service
Sexual
Ethnicity Orientation/ Etc.
Preference

12. How companies are connecting
across culture

13. 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

14. 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!

15. American Airlines // www.BlackAtlas.com
• Test site in multiple
stages
• Take audience
perspective seriously
• Continual monitoring
and engagement
• Highlight previous
engagement with
group

16. Unilever
• Target users by
platform
• Use word-of-mouth
marketing
• Don’t shy away from
risk
• Expand the reach of
successful strategies

17. 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

18. 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!

19. THANK YOU // Obrigada
For More Information
email: jcarter@jessicafayecarter.com
twitter: twitter.com/jescarter
© 2010 Jessica Faye Carter