CULTUREDECKBWE2008

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Business & Mgmt

Published on September 26, 2008

Author: BlackCanseco

Source: slideshare.net

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From the Blog World Expo 2008: Clicking With Diverse Audiences. Discusses building diverse audiences online.

C.U.L.T.U.R.E. Clicking with Diverse Online Audiences

C.U.L.T.U.R.E. In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web? How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users?

In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web?

How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users?

C.U.L.T.U.R.E. Panelists: Nicole Simon , runs CruelToBeKind.org • German-based European New Media Specialist & Technology Implementation Analyst. (neezee@gmail.com) James Andrews , VP, Director Interactive at Ketchum Worldwide • Expert Blogger for Fast Company Global Client Director at Isobar Global Founder, TheKeyinfluencer.com (keyinfluencer@gmail.com) Gina McCauley , publisher/webmaster (whataboutourdaughters@gmail.com) WhatAboutOurDaughters.com MichelleObamaWatch.com BloggingWhileBrown.com Hadji Williams , author/brand consultant/online publisher (hadji@knockthehustle.com) 17-year vet of the advertising marketing industry Author of KNOCK THE HUSTLE(knockthehustle.com * hustleknockin.com) Co-founder of ProdigalPen Publishing, Inc. (prodigalpen.com) [email_address] , twitter.com/blackcanseco

Nicole Simon , runs CruelToBeKind.org

• German-based European New Media Specialist & Technology Implementation

Analyst. (neezee@gmail.com)

James Andrews , VP, Director Interactive at Ketchum Worldwide

• Expert Blogger for Fast Company

Global Client Director at Isobar Global

Founder, TheKeyinfluencer.com (keyinfluencer@gmail.com)

Gina McCauley , publisher/webmaster (whataboutourdaughters@gmail.com)

WhatAboutOurDaughters.com

MichelleObamaWatch.com

BloggingWhileBrown.com

Hadji Williams , author/brand consultant/online publisher (hadji@knockthehustle.com)

17-year vet of the advertising marketing industry

Author of KNOCK THE HUSTLE(knockthehustle.com * hustleknockin.com)

Co-founder of ProdigalPen Publishing, Inc. (prodigalpen.com)

[email_address] , twitter.com/blackcanseco

C.U.L.T.U.R.A.L. Notes: In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web? How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users? 1 in 3 Americans are Black, Hispanic, and/or Asian American. (Blacks = 40.7 million , Hispanics = 45.5 million , Asian Americans = 15.2 million .) • U.S. comprises less than 6% of the total global population; and only 17% of all internet users, globally. • Globally, only 23% of the world is online. • Globally, most internet users are non White US/Anglo-Europeans, non-Westernized citizens. • The fastest growing groups online are Native Chinese/Chinese Americans, and South-/Central American/Hispanic Americans and African/African Americans. • 77% of US Women ages 25-34 are web surfers while 75.6% of males in this age bracket have internet access.

In this ever-diversifying and increasingly multicultural online world, how are diverse cultures and ethnic groups using the web?

How can bloggers, online communities, gamers, and webmasters attract and maintain more diverse audiences and build better relationships with multicultural users?

1 in 3 Americans are Black, Hispanic, and/or Asian American. (Blacks = 40.7 million , Hispanics = 45.5 million , Asian Americans = 15.2 million .)

• U.S. comprises less than 6% of the total global population; and only 17% of all internet users, globally.

• Globally, only 23% of the world is online.

• Globally, most internet users are non White US/Anglo-Europeans, non-Westernized citizens.

• The fastest growing groups online are Native Chinese/Chinese Americans, and South-/Central American/Hispanic Americans and African/African Americans.

• 77% of US Women ages 25-34 are web surfers while 75.6% of males

in this age bracket have internet access.

C . U.L.T.U.R.E: C ontent Content is best when in context of the community. Content—be it columns, stories, op-ed, music, news, etc.— should answer the question “ what does this say about how ‘we’ define ‘us’? Content should be fresh, culturally relevant and cover what mainstream media/online outlets won’t/doesn’t. C omments User comments/posting/consumer feedback, etc.s are surrogates for your site/community. What you allow to stand/go unaddressed shapes how viewers perceive your site. Answer/respond to comments. It’s a secondary dialog. C ommunal The best ethnic-centric sites maintain an ongoing dialogue with their audiences. They leverage the larger collective of sites with hared perspectives. Embrace and celebrate differences within the community but “ circle the wagons” when needed. C ontrolled Unity • Reality—neighborhoods, school, churches, etc.—are still largely segregated, especially in the US. • Many cultural groups crave unity a safe, “controlled environment” of the web.

C ontent

Content is best when in context of the community.

Content—be it columns, stories, op-ed, music, news, etc.— should answer the question

“ what does this say about how ‘we’ define ‘us’?

Content should be fresh, culturally relevant and cover what mainstream media/online outlets won’t/doesn’t.

C omments

User comments/posting/consumer feedback, etc.s are surrogates for your site/community.

What you allow to stand/go unaddressed shapes how viewers perceive your site.

Answer/respond to comments. It’s a secondary dialog.

C ommunal

The best ethnic-centric sites maintain an ongoing dialogue with their audiences.

They leverage the larger collective of sites with hared perspectives.

Embrace and celebrate differences within the community but

“ circle the wagons” when needed.

C ontrolled Unity

• Reality—neighborhoods, school, churches, etc.—are still largely segregated,

especially in the US.

• Many cultural groups crave unity a safe, “controlled environment” of the web.

C. U .L.T.U.R.E: U nderstanding Who’s All Out There: More than mainstream sites, ethnic-centric sites need to understand their audiences’ wants, interests, and needs. Understand the cultural/demographic landscape you’re trying to attract and provide online content in.

U nderstanding Who’s All Out There:

More than mainstream sites, ethnic-centric sites need to understand their audiences’ wants, interests, and needs.

Understand the cultural/demographic landscape you’re trying to attract and provide online content in.

C. U .L.T.U.R.E: U nderstanding, pt.2: Knowing who’s online. • 1 in 3 Americans are Black, Hispanic, and/or Asian American. (Blacks = 40.7 million , Hispanics = 45.5 million , Asian Americans = 15.2 million ., 305 million total US citizens) • U.S. comprises less than 6% of the total global population; and only 17% of all internet users, globally. • Globally, most internet users are non White US/Anglo-Europeans, non-Westernized citizens. • The fastest growing groups online are Native Chinese/Chinese Americans, and South-/Central American/Hispanic Americans and African/African Americans. • 77% of females in the 25-34 age group are web surfers, while 75.6% of males in this age bracket have internet access.

U nderstanding, pt.2: Knowing who’s online.

C. U .L.T.U.R.E: U nderstanding, pt.2: Who’s Online & Where are they: • Over 6.72 Billion Earthlings. • Over 1.46 Billion of whom are Internet users (June 2008)

U nderstanding, pt.2: Who’s Online & Where are they:

C. U .L.T.U.R.E: Understanding, pt.2: All blogs are global. For example: This a US blog (Crueltobekind.org), but as you can see, the users are from over 100 countries.

Understanding, pt.2: All blogs are global.

C.U. L . T .U.R.E: L anguage & T ranslation Translating content created for one audience into the language of another audience is not enough. Sprinkling slang/colloquialisms into your content is not enough. Utilize diverse writers/content providers whenever possible. Perspective translates when language doesn’t. What you write about is as important as how you write about it.

L anguage & T ranslation

Translating content created for one audience into the language of another audience is not enough.

Sprinkling slang/colloquialisms into your content is not enough.

Utilize diverse writers/content providers whenever possible.

Perspective translates when language doesn’t.

What you write about is as important as how you write about it.

C.U. L . T .U.R.E: (pt.2) L everage T echnology Technology is seen as the great equalizer among multicultural audiences and webmasters. Technology = access + opportunities for multicultural audiences. Black, Hispanic and Asians comprise the earliest adaptors of new technology in the US market. Stay abreast of all “connective” technology (i.e. open-source apps, widgets, file-sharing apps, video editing, twitter, phones, etc.) and update your sites, blogs, links accordingly.

L everage T echnology

Technology is seen as the great equalizer among multicultural audiences and webmasters.

Technology = access + opportunities for multicultural audiences.

Black, Hispanic and Asians comprise the earliest adaptors of new technology in the US market.

Stay abreast of all “connective” technology (i.e. open-source apps, widgets, file-sharing apps, video editing, twitter, phones, etc.) and update your sites, blogs, links accordingly.

C.U.L.T. U . R . E : U ndertake R eal-world E ndeavors (and extensions) • Every culturally-centric site should be able to answer the question of “How do we extend this off-line?” • The best urban sites/communities offer resources/strategies and even leadership that enhances some sort of real-world activity. ( political/issue involvement, spreading garnering useful news, community, organizing, commerce. • Some examples: Color Of Change.org + The Jena 6 Souljah Boy +YTube AfroSpear +DNC Missing Children of Color Campaign CarolsDaughter.com Politics—Barack Obama, Ron Paul, Howard Dean

U ndertake R eal-world E ndeavors (and extensions)

• Every culturally-centric site should be able to answer the question of “How do we extend this off-line?”

• The best urban sites/communities offer resources/strategies and even leadership that enhances some sort of real-world activity. ( political/issue involvement, spreading garnering useful news, community, organizing, commerce.

• Some examples:

Color Of Change.org + The Jena 6

Souljah Boy +YTube

AfroSpear +DNC

Missing Children of Color Campaign

CarolsDaughter.com

Politics—Barack Obama, Ron Paul, Howard Dean

C.U.L.T.U.R.E Sites: Hustleknockin.com theKeyinfluencer.com Whataboutourdaughters.com Mcmexpo.com Thesmokingsection.com Colorofchange.org Multicultclassics.blogspot.com crueltobekind.org beissholz.de Ethnicevents.com Racialicious.com Feministing.com Illdoctrine.com jackandjillpolitics.com juantornoe.blogs.com spanishblogger.com dailytexican.blogspot.com hispanicpundit.com hispanicmarket.net bestblogs.asia weblogawards.org BlogBharti.com Afrospear,.com

Hustleknockin.com

theKeyinfluencer.com

Whataboutourdaughters.com

Mcmexpo.com

Thesmokingsection.com

Colorofchange.org

Multicultclassics.blogspot.com

crueltobekind.org

beissholz.de

Ethnicevents.com

Racialicious.com

Feministing.com

Illdoctrine.com

jackandjillpolitics.com

juantornoe.blogs.com

spanishblogger.com

dailytexican.blogspot.com

hispanicpundit.com

hispanicmarket.net

bestblogs.asia

weblogawards.org

BlogBharti.com

Afrospear,.com

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