White People Problems

To prove, once and for all, that this is in fact just a blog. Tonight I am simply going to point out a social media trend that will not never ever become mainstream, when it comes to the multicultural audience.  No deep insights. In fact, you don't even have to take notes tonight. (but you can).

Today (topical), I came across an article that details a social media-fueled trend that is going on in mainstream (read: general market) America.  It has to do with young girls trying to achieve something through weight-loss that they have termed, "thigh gap."  For those of you who have more interesting lives than me, and don't spend your time on social media news sites, Thigh Gap is defined as the ability to put your feet together but still have space between your thighs--meaning they don't touch.  Now, this is heresy to a Cubano-American such as myself.  However, in this society where young girls judge their personal appearance by what they see on billboards and on the pages of every fashion magazine, I can understand the horrible origins of this trend.

Thankfully, this is not a meme that will catch fire with my Latino and African-American Social-Mediaratti. And don't go gettin all Jimmy the Greek on me. I'm not saying it's because of the genetics. I'm saying, there are some issues; be they financial, health, cultural or body, that simply stay in the "white people problem" realm.

Don't believe me? Ok, well let me break it down to you the way only the #thechickensview can do.

AS A GROUP, Hispanics and African Americans will never worry about....

• The best way to manage wills, trusts and estates (financial)
• Global Warming (health)
• Who wins Survivor, The Greatest Race or The X-Factor (cultural)
• And most definitely not...who can achieve Thigh Gap

Btw, this is the most PG Thigh Gap Visual I could find.

I love the fact that I seriously don't understand why anyone would actually prefer this! But I completely respect your right to...prefer this (pervs)

And...fade to black!

Hash Tag Guilty or Hash Tag Not Guilty

Far be it from me to get political or even take a firm stance on racial issues. I'm a strategist. That means, unless you work for the Klan, if you want to hire me to improve the image of your brand, chances are I will do it.

But I feel compelled to discuss the Trayvon Martin case, because as a multicultural social media strategist, I find it fascinating that we are on the precipice of the first racially charged case that will be tried in the court of Social Media (initial caps seems appropriate here).

Just as the O.J. Simpson case ushered in the era of the TV trial, this tragic event will more than likely be remembered for its impact on social media.  This recent article from BET.com even likened the social media discussion about the case, to that of the discussions being held in barbershops around the country. For those of you who don't know, in the African-American community, news does not get more real than what you hear in the barbershop.

On Facebook, many (not only African-American) are staging a "Blackout". Black squares are popping up where once a profile picture stood to show solidarity.

To me, this is fascinating because it is the first time that we can so clearly see where the lines are drawn.  I am old enough to remember seeing the shock and awe on the faces of my co-workers at the reaction of the Black people on TV when the Simpson verdict was read. Quite frankly, none of us really expected that reaction. And no one was really prepared for it.

But this is different. As a data geek, I am amazed that we can literally count the number of people who want to see this verdict go one way or the other.  You have no idea how hard it is right now for me NOT to go into what this means from a marketing standpoint. But, even I am not that myopic and cynical (close though).

The reality is a young man is dead, and another man's life is over...no matter what the verdict or your politics. This is a tragedy for our cultures; for our country and even for the media. Because, much like with the Simpson trial, I am sure this case will start to politicize the various social media outlets.  Who knows, one day posting on Instagram might be as polarizing as attending a Rand Paul fundraiser. I certainly hope not.

And...fade to black!

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Aqui Viene Las Blogueras

My mom didn't (and doesn't) blog, but she did bake. Back then baking could be seen as kind of a form of social media. She'd bake a cake for her club meeting. Everyone who tasted it would rave about it to their friends. They would comment to each other about the possible recipes. Some would hate on her--claiming she used a mix from a box (which she did). Ultimately, she would be known around the neighborhood for her baking abilities. Why? Because she shared!But my mom couldn't hold an Easy Bake Oven lightbulb to today's Blogueras!

According to one article on latinamomtv.com, a study was conducted that found that, “Hispanic women in the U.S. are one of the fastest-growing online demographics, and more than 85 percent of Latinas visit social networks on a regular basis.” That means that Blogueras have one of the strongest voices in the multicultural social media arena. 

Do you know how many cakes my mom would have to bake to hit 85% reach??

Big brands are already recognizing this and are turning to this audience to help sell their products. But that absolutely does NOT mean that these women have sold out! On the contrary, they value their audience more than they value any product sponsorship. Blogueras know at the end of the day, it is all about their reputation. So, rest assured that any product or service that you see advertised by your favorite Latina blogger, has been vetted and has past the reputation test.



As a marketer, your best strategic approach depends on where you are in your Product Life Cycle. If you are a new brand that is in the Introductory phase than your best bet is to engage with Blogueras. Introduce your brand and offer sponsorship. However, if you are a a mature brand, than you want to deploy your social media listening tools to see who is talking about your brand. Use that information to develop a target profile of all the blogs that fit that target. Once you have that, then you can craft messaging that will organically appeal to those Blogueras. This way, you may get the mentions and endorsements you desire without having to go the traditional sponsorship route--at least at first.




And as always...that's all you're going to get for FREE! :)




And...fade to black!
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WHO'S YOUR TEST KITCHEN?

The February 2013 Pew Study infamously ignored the Asian American population in its study of Multicultural social media usage. For the few of us who study multicultural social media, the reaction was a resounding WTF!!!

But it was kind of an understanding WTF. Kind of like the WTF you might exclaim upon finding your wife in bed with Brad Pitt (I guess I should interject here and say that Brad and I are the same age, and I wasn't trying to make an ill...gross! reference).

The point is, I understand all the hype behind the Hispanic audience.  But please don't sleep on the Asian American population.  Statistically, it is the fastest growing audience.  It is the most affluent audience.  And they over index for adopting new technologies.

So here's what,  in my humble strategic opinion, if you are trying out a new social media platform, it is probably best to target the Asian American audience.  This audience will give you strong data as to why or why not they are adopting this platform.

I could go on, but the point of this post is to let you know what audience you need to target if you are looking to to get quick data on the potential of your social media platform.

And I think you have all you need to know...and fade to black.

Standing On the Corner of #Instagram and #Vine

You want to know how quickly the social media world is evolving? Up until yesterday, this blog post was supposed to be all about Vine.  As you know, Vine is the Twitter-friendly app that allows you to take and tweet 6 second video clips.

The app is (or should I say was) gaining huge popularity among the multicultural audience--which already over-indexes for Twitter usage.


But then, this announcement happened...

Facebook's Video Service for Instagram Will Compete With Twitter's Vine.

And all of a sudden my topic became the Mother Theresa's death of compelling stories.  No one???  No one remembers that she died the same day as Princess Di?  Jesus people, read a book every once in a while.  But I digress.

By the time you read this, Instagram will have the capability to offer video to its users, with some pretty interesting innovations.  You can check it out on this video from Vimeo.

But my job here is to provide some insight on how this will effect the multicultural audience.  Most will agree that the reason why Instagram has left all other photo sharing platforms in the dust is because it truly makes you feel like an artist--even if you aren't one.

The combination of great after affects and ease of sharing makes Instagram a natural for anyone with a creative nature.  Twitter on the other hand has always had that added element of compelling you to make a post feel newsworthy.  Instagram is to Twitter what graffiti is to blogging.

So, here's what, both Instagram and Twitter are popular with the multicultural audience, but to quote Will Smith in Men in Black (which I have been known to do from time to time) Instagram video is THE NEW HOTNESS!!!

For marketers, the opportunity exists in helping these new found artists share their creations with the world.  Please don't get on Instagram with your 6-10 second video for your latest chip flavor. No one gives a sh*t.  But if you want to feature the most creative video in your next chip commercial, the multicultural audience will be all over that.

For right now, pull back on that Twitter strategy, and keep your social media listening team busy downloading 8 second videos of butterflies who start flying when you touch them on the screen.  How cool is that?

And...fade to black!

Laying in the Cut

According to the Urban Dictionary (which is almost always wrong), the phrase "Laying in the cut," means almost everything except what it actually does mean.  My uncle used to use this phrase. To lay in the cut means to hang back and survey the situation before you make a move.

But what does this have to do with social media and the multicultural audience? Everything if you are a brand or an agency trying to reach this audience. When every bit of data tells you that the multicultural audience is ripe with Innovators and Early Adopters, the tendency is to want to throw money at the next big thing in social media.  That doesn't work for this audience.  Don't believe me? Ask someone at Coke how that multicultural Pinterest campaign is doing.

So here's what, the multicultural audience is definitely filled with early adopters when it comes to entertainment and technology. Social Media? Not so much.  Entertainment and technology are inherently cool. Social Media however still retains a huge nerd factor.

The multicultural consumer is not going to early adopt something that's "whack"!  I don't know any other way to say that.  So, if you are trying to target the multicultural consumer, please do me a favor and lay in the cut.  Don't throw any budget at the latest newest hottest thing.  Use your social media listeners.  Wait to see if thus latest platform is going to have some traction with the audience.  Sometimes, the waiting is the best part.

And...fade to black!

Smile and Say Queso!!!

If you read the Pew Study published back in February of this year, you know that Latinos are heavy users of Instagram.  This social media network that allows you to snap a picture, add a comment and a few hash tags and keep it moving--is incredibly popular with mi gente.

As a marketer you need to understand a few things that can help you leverage Instagram for success with your desire to connect with this audience.

1. Why Instagram?
The quick answer is the exclusive mobility of the platform.  Due to a number of social and economical factors, Latinos over-index for using a mobile device to access the Internet.  That means, a platform designed from inception for mobile has a better chance of being adopted.

2. What is being shared?
Another quick answer: Anything and everything.  The difference is who is it being shared with. For the most part this audience is not trying to take over the world. The Latino Instagram user is targeting family, friends and friends of friends. They are looking to be an influencer among this defined sphere of influence

And finally...

3. How can a brand get in on the conversation?
 Much like Fight Club, the first rule of Instagram is "You don't talk about Instagram." Latinos are not following brands on Instagram. They have a life.  Your job is to integrate yourself into that life.  Instagram is about sharing on a very personal and spontaneous level.  A brand is not going to tap into that unless it connects with this consumer emotionally.  So here's what... If you want to be one of those hash tags in an Instagram post, take your social media budget and spend it on something that will tap the emotions. Try sponsoring a cultural event or handing out samples at a local nightspot.
There are many other ways but you get the  gist.

The point is, sometimes social media is really about being social.

And...fade to black!

Black People Talk in the Movies and Dominican Men Don't Wear Socks!

Whenever I  meet a new Client, they inevitably have the same two questions when it comes to Multicultural Social Media Planning:

• What the hell is it? 

and

• Why is so hard to connect with the multicultural audience in social media.

Let's deal with the second question right off the bat. Whenever I meet with someone who would like to do a better job of understanding who their Hispanic, African American or Asian audience might be, I tell them to Google the following phrases (among others):

Black people talk in the movies.

Dominican men don't wear socks.

These are what I call "Multicultural Social Media Flashbangs."  I've never spent one day on a real battlefield (but I play a lot of Call of Duty). A Flashbang is this blinding thing you throw out in order to either temporarily blind someone while you sneak by, or flush them out.  In this case we are using these phrases to flush folks out.

When you throw out an MSMFB (see what I did there?),  you will get plenty of results back for blogs, twitter pages, Facebook pages, etc. hosted by members of a particular group, addressing such issues.  Some serious, but mostly comical.  The point is, all of these results are rich with social media gold...like-minded followers, friends, subscribers, etc.

So, here's what. The first step in connecting with the multicultural audience via social media is knowing how to find them.  What I describe above is just one of many methods I deploy (another Call of Duty term).

Which brings us to the second question. 

What the HELL is Multicultural Social Media Planning.

Q. Isn't social media supposed to be about all societies sharing together?
A. Yes it is, and no they don't! (but that is for another post).

Multicultural Social Media Planning is the science of leveraging cultural nuances in order to connect with your potential audience through social media. If you are a brand that has (or is looking to gain) a significant share of the multicultural audience, here or abroad, you need to know how to do this.

The beauty is, much like bowling a strike, brands are doing this every once in a while. But 99% don't know how they did it. And it's kinda hard to get a PBA card unless you know exactly what steps you took in order to bowl that strike-- and can keep throwing those strikes over and over.  (I think I have beat this metaphor to death).

The point is, I want you all to know how to throw strikes (no...NOW I've beaten this metaphor to death).


And...fade to black!

What the Producer Said...Jubilee!

In the age of the studio system, actors were contracted employees of movie studios.  The head of the studio decided in which movies the actors would be featured.  There was essentially no such thing as a “star.”  If you were an actor and you disagreed with the studio head, you were wrong.  If you were a writer and you had a story, you pitched it to the studio head.  If you were a producer you waited with fingers crossed for a call from the studio head.  And if you were a director (which was the equivalent of an animal trainer) you had absolutely no say in what projects you worked on.

The studio head was the quintessential Transparent Leader. Fast forward to the United Artist+ years and you see a system where stars dictated what pictures they would do; when they would work; and with whom they would work. The poor studio head now relegated to nothing more than the head accountant of the corporation.

So here’s what. I, as you know, am not in Hollywood, but that’s where I get my mail.  It’s post-dated with a 4 cent stamp and gives me all the direction I need.

In an age where leadership is bequeathed on those simply because they are liked by the largest agency client, I am looking to bring back the concept of the pre star-system of Transparent Leadership. 

Here are the three reasons why I think the modern ad agency can benefit from the Hollywood style Transparent Leader:

1. Agency culture will be clearly defined

A TL will decide which culture is the one that works best for the shared vision of the agency. But she will do this through a crowd-sourced based methodology that secures buy in before the manifesto is launched (Think DreamWorks SKG).

2. Conflicts will be solved fairly

Conflicts are the cost of doing business. The art is in knowing how to quickly resolve them. Transparent Leadership implies there is a set of guiding principles. Resolving conflicts based on which point of view is most in line with those principles, stops conflict resolution from seeming more like a popularity contest.

3. Creative will be more focused

At the peak of Transparent Leadership in Hollywood, you could tell which studio made a movie, simply by watching a preview.  Why? Because the studio leaders decided they were only going to make a certain genre of movie, because that was a space they could own.  Too many agencies try to find a space they can “share”. If you are willing to tell your UK-sourced ECD that “we don’t do things like that around here.” You will quickly find yourself with a creative team with a unified vision.

Ask yourself how amazing it would be just to address those three things. Well, it starts with putting in place leaders who are willing to crowd source; lead on principle and blaze a trail. Got one of those?

And…fade to black.