Social Gaps

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    06-May-2015

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<ul><li>1.Intercultural Communications: Bridging Emerging Social and Participation Gaps<br />Todd Felts<br />Director of Graduate Studies<br />Assistant Professor of Integrated Marketing Communications<br />Reynolds School of Journalism<br />University of Nevada, Reno<br /><br /></li></ul> <p>2. IM A GREAT LOVER.<br />MARKETING<br />3. TRUST ME, HES A GREAT LOVER.<br />PUBLIC RELATIONS<br />4. IM A GREAT LOVER.<br />IM A GREAT LOVER.<br />IM A GREAT LOVER.<br />ADVERTISING<br />5. CAN SOMEONE HELP ME FIND A GREAT LOVER?<br />SOCIAL MEDIA<br />6. Is he a great lover? Well hear from dozens of witnesses and experts after these messages. <br />JOURNALISM<br />7. I UNDERSTAND YOURE A GREAT LOVER.<br />BRANDING<br />8. My friends.<br />9. My friends. <br />10. My friends. <br />11. The Facts: Why bridging the gap is more important than ever. <br />More than 12% of the US population is foreign born. Multicultural markets make up 34% population with a spending power of $2 trillion. <br />We can now communicate without borders.We no longer need permission.We are not limited by geography. <br />More than a billion people have access to the web and 70% of them speak a language other than English. <br />This week Facebook reached 50 million users. If it were a country, it would be the 3rd most populace nation after China and India. <br />This week a black women was fired from a US government job because of something asserted as racist posted on a blog.Obama later apologized to her because what she said was taken out of context. <br />12. The Facts: Why bridging the gaps is more important than ever. <br />In just 40 years, the United States population will likely increase by 100 million and <br />current minorities will make up half.<br />senior citizens will make up one-fifth. <br />almost 50% will be new immigrants, both legal and illegal. <br />more than one out of three children will be Latino.<br />Source: Smithsonian, August 2010<br />13. Fing ways we socialize today:<br />Find<br />Forward<br />Friend<br />Follow<br />Fast<br />Facilitate<br />Fail<br />14. Bridge Rule 1:<br />Keep your message <br />SIMPLE!<br />15. 16. 17. Bridge Rule 2: Know your audience with good research<br />18. Bridge Rule 2: Know your audience with good research<br />For example, a campaign aimed atthe Hispanic community should recognize:<br />Most live in the Western United States.<br />Generally, they are younger than Anglos (median 26).<br />Households are larger.<br />Direct mail and online purchases comprise well over 60 percent of total purchases. <br />Asian Americans however respond better to technology basedmarketing, such as e-mail campaigns, blogs or web-based ads. <br />19. YOUR AUDIENCE<br /> Rule 2: Know your audience with good research<br />Join your audiences show!Become part of their conversation.<br />20. Rule 2: Know your audience with good research<br /></p> <ul><li>How many </li></ul> <p>21. How much 22. Location 23. Key players 24. Issues 25. Show, dont tell?<br />26. Bridge Rule 3. Monitor, resp0nd and monitor. <br />27. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />28. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />29. Bridge Rule 4: Make multicultural part of your overall web strategy. <br />30. Bridge Rule 5:Go Niche, not Mass. <br />Think how can I take a single idea and share it with one person. <br />ACTION SPOT<br />WOM OCCURS<br />31. Bridge Rule 5:Go Niche, not Mass. <br />Move beyond strategies targeting Blacks, Asians, Latinos, or Native Americans generally, <br />Specifically engage the co-communities that exist within these groups, such as Africans, Brazilians, South Koreans, Indians, Puerto Ricans, or indigenous peoples.<br />32. Not a fad<br />Multicultural social media is more than just a passing fad its an opportunity for companies and multicultural consumers to connect around ideas, products, and services. <br />33. Review<br />Keep it simple.<br />Research your audience.<br />Monitor, respond, monitor. <br />Make multicultural part of your web strategy.<br />Think niche, not mass.<br />34. www.smartrenotahoe.com<br />35. Lets bridge the gap together. Id love to hear from you!!!!What are you doing at your facility to engage multicultural audiences? Todd Felts<br />email:mfelts@unr.edu<br />Find me on Facebook or follow me on Twitter. <br />YouTube:Todd Felts<br />Learn more at:www.smartrenotahoe.com<br /></p>