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Strategies for a Winning Multicultural Communications Campaign
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Strategies for a Winning Multicultural Communications
Campaign
with an emphasis on Asian Americans & Pacific IslandersPresented by Corin Ramos
Walson Communications@corinramos
About Us
Multiculturalpublic relations social media marketing
aligning your company with ethnic and diverse audiences in a culturally appropriate and dynamic style
Email MarketingSocial MediaRelationship BuildingEthnic Media Buys
Our Clients
Asian Pacific Americans in U.S. 14,013,954: AA population in U.S.
At least 24: Number of ethnic groups
At least 56: Number of languages
Chinese: Biggest group by language spoken (After English and Spanish, it is the most widely spoken language in the U.S.)
Biggest group by nationality: Chinese
Source: U.S. Census Bureau 2006 Survey
Today, there are more than 800 traditional Asian American media organizations, a growth of more than 300% since 1990.
“Asian Americans are the highest-income,
best-educated and fastest-growing racial
group in the United States. They are more
satisfied than the general public with their
lives, finances and the direction of the
country, and they place more value than
other Americans do on marriage,
parenthood, hard work and career
success…” (Pew Research Center)
AAPI population in NV
Source: U.S. Census Bureau 2013
Nevada is leading the most Asian population growth as of 2012 among the top five states including Arizona, North Carolina, North Dakota and Georgia.
Asian Number % of Asian Population
Asian Indian 11,671 4.8
Chinese 28,929 11.9
Filipino 98,351 40.5
Hawaiian/PI 16,200
Japanese 10,873 4.5
Korean 13,896 5.7
Vietnamese 9,892 4.1
Other Asian 21,824 9.0Asian mixed with other race
47,480 19.5
MULTICULTURAL CASE STUDY: National
Fibromyalgia Association
Instead of developing one-time, separate multicultural communications/social media campaigns…
Fibromyalgia - “middle-age white woman’s disease”
MULTICULTURAL CASE STUDY: National
Fibromyalgia Association
…make them part of your larger marketing strategy.
MULTICULTURAL CASE STUDY:
“Gambling is a prominent and socially accepted activity among Asian cultures, and some studies indicate there may be higher rates of problem gambling among Asians and Pacific Islanders.” – Carol O’Hare, Exec. Director, Nevada Council on Problem Gambling
Jesse Sapolu, first Samoan and Pacific Islander to play in the NFL
Your Multicultural Pitch
“The Orange County resident is the first Indian American to be named a federal judge in the Central District of California and the second in U.S. history, according to the federal court.”
Ethnicity
Ethnicity/gender (FEMALE)
Highest ranking
“First’s” – foreign born
“First’s” – U.S. born
Multicultural Social Media: B.Y.O.C. (Bring Your Own
Culture)• Age
• Political affiliation
• Religion
• Sexuality
• National and regional origin
• Economic status
• Military service
• Physical size
Social Media Use by AAPIs “equalizing effect”
Pew Research Center
studies indicate that 87 percent of AAPIs use the Internet every day, more than any other major demographic group. They also visit Twitter and WordPress websites and blogs more than other demographic group.
Advertising on Social Media
Source: Nielsen: STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT 2012
“Arguably the most engaged
with social advertising
are Asian-American
consumers, who are most
likely to share, like, or
purchase a product after
seeing an ad on a social
network.”
Maraming Salamat!
Corin RamosWalson CommunicationsTwitter.com/corinramos
702-521-8023 (cell)
