The DIGERATI. How PR Professionals on Behalf of Their Brands Can Leverage the Online, Mobile and Social Media Habits of Multicultural Consumers

Transcription

1 The DIGERATI How PR Professionals on Behalf of Their Brands Can Leverage the Online, Mobile and Social Media Habits of Multicultural Consumers Presented by- Tyrha M. Lindsey, MBA, Director of Public Relations Bruce Kirton, MBA, Director of Strategic Planning 1

2 UNCOMMON IS WHERE GENIUS COMES FROM. -Byron Lewis, Sr., The New York Times, Corner Office June

3 Agenda Overview of UWG Online, Mobile and Social Media Trends The Digerati Research Study UWG Case Studies Our Conclusion 3

4 UniWorld At-A-Glance 4

5 UniWorld At-A-Glance Full-Service Marketing and Communications Agency

6 Public Relations at UniWorld The Public Relations function at UniWorld provides strategic communications for our clients that work to enhance their corporate brand imagery and positive word of mouth with the ultimate goal of increasing our client s top of mind awareness. The overall goal is to extend the range, reach and effectiveness of our client s paid advertising. -- Byron Lewis, Sr. 6

7 A DIGERATI FUN FACT! 7

8 ONLINE, MOBILE AND SOCIAL MEDIA TRENDS 8

9 Blacks/Hispanics are Closing the Gap in Broadband Access 56% of Black adults have home broadband connections, up from 46% in 2009 Nearly two-thirds of black adults access the Internet, compared with 57% of white adults Hispanic adults broadband penetration is at 66% (Englishspeaking only) 35% of Hispanic teens went online via their phones, compared to 44% for black teens and 21% for white teens Source: emarketer, Black Online, Young, Mobile and Social 9

10 Blacks/Hispanics Lead in Mobile Data Usage A larger percentage of blacks and Hispanic mobile phone users are likely to: Send / receive text messages Access the Internet Send / receive Play a game Record video Use a social networking site 10

11 Wireless Internet Access Blacks and Hispanics lead in wireless Internet access 11

12 Online and Connected The black Internet population skews younger and more female than the general US Internet population 77% are under 45 (56% are between the ages of 18 44) 54% female (vs. 51% for the general market) Laptop ownership is on par with Whites and Hispanics More black adults live in households that rely only on wireless phone service They use a much wider variety of the phone s capabilities The Hispanic mobile phone population skews more male than the general Hispanic population 55.6% of Hispanic mobile phone users in Q were male and just 44.4% were female, (by ComScore data) Source: emarketer, Black Online, Young, Mobile and Social 12

13 Mobile Phone Ownership Blacks and Hispanics have higher levels of mobile phone ownership 13

14 Mobile Phones Social Enabler African Americans and Hispanics use cell phones as a means to keep in contact with friends and family Cell phones are at the center of their communication activities Average Text Messages / Month Blacks 780 Hispanics 767 White 566 Asians/Pacific Islanders

15 Online Research and Purchase For those that research online, African Americans and Hispanics: Over-index on likelihood to both research and purchase online Likelihood to research products second only to Asian Americans 15

16 Mobile Phones and Path to Purchase Consumer Electronics is one of several categories where mobile phones play a role in the purchase decision 16

17 Social Media Usage is High Blacks are heavy users of Twitter Twenty four percent of twitterers are black Blacks comprise just 11% of the US Internet population Twenty-five percent of black adults and 20% of English-speaking Hispanics use a status updating service (compared to 15% of whites) 17

18 Digital Content Preferences Social Networks, travel, mass merchandisers and news are among the most visited site by Black Internet Users 18

19 Digital Content Preferences One way to be authentic is to reflect consumers core values and interests. This study found particular cultural drivers important to ethnic groups For about half of blacks surveyed, music and beauty were significant For Hispanics, a big driver was food and recipes, and for Asian-Americans, restaurants that reflect their tastes were key. 19

20 A DIGERATI FUN FACT! 20

21 Brand Information Sources Among African Americans THE DIGERATI STUDY 21

22 Methodology Data was collected from two sources: Radio One s One Community Panel Vision Critical s Springboard America Panel invitations were sent to members of both panels. Final sample weighted to reflect the age and sex distribution of African Americans, 18-64, based on U.S. Census data Total sample size: 2,032 Data was collected from November 10 th to 30 th, 2011 Median survey length: 11.9 minutes A first step towards providing insight on how ethnic groups utilize digital media to interact with brands, and make purchase decisions 22

23 Executive Summary Black America is both wired and wireless desktop/laptop computers are widespread, tablet use is on the rise and almost three-quarters of online African Americans aged have a smartphone. Android phones dominate the smartphone market; 34% of African Americans have an Android phone, as many as have iphone and BlackBerry combined. Smartphones are becoming an integral part of the purchase process for African Americans: activities range from in-store price checking to redeeming e-coupons and online offers directly from their phones. African Americans rely heavily on online sources for brand information fully 95% do online research before making a purchase at least some of the time. While consumer recommendations on retail sites (e.g., Amazon) are important for Black Americans (who are heavy social network users), few actively seek out recommendations or reviews on social networks. 23

24 Executive Summary (continued) African American men and year-olds are most likely to engage in posting, and acting on, recommendations on social media sites year-olds are most inclined to exchange recommendations and reviews on social networks. Women are more likely to engage with a brand by liking it on Facebook likely driven by special offers, discounts and coupons. Women are also heavier users of e-coupons and discounts via their smartphones. For African American shoppers, especially women, the search for savings generally trumps the desire for status. More than two-thirds of Black Americans say their number one goal when shopping is to save as much money as possible. 24

25 Executive Summary (3 of 4) Advisors within the African American community (those who always or frequently give advice across multiple product categories) are advice exchangers they both ask and are asked for opinions of products and services. Advisors are likely candidates to become brand champions within online communities and social networks. This market segment uses multiple channels, including social media. Their profile is similar to Digital Leaders (on social networks at least daily, and use smartphones within the purchase path) albeit slightly older, but their desire to find advice and give advice drives much of their online behavior. 25

26 Executive Summary (4 of 4) Like most government and corporate institutions, financial and banking institutions face considerable trust issues among African Americans. On the whole, Black Americans are nearly twice as likely to indicate they distrust vs. trust financial and banking institutions. Nearly half of all African Americans feel that most financial institutions fall short when it comes to meeting the needs of the Black community This feeling is most pronounced among year-olds. Most African Americans say they would like to know more about investing and managing their finances. Younger Black Americans (aged 18-34) are particularly open to learning more about managing their finances. 26

27 Online Access While desktops and laptops remain the predominant device for accessing the Internet among online African Americans, more than 1-in-4 online hours are now spent on mobile devices. Frequency of Online Access Average % of Total Time Spent Online by Platform Several times a day 87% Mobile/ Smartphone 21% Tablet 6% About once a day Several times a week 8% 5% Desktop/ Laptop 73% Base: African Americans, (n=2032) Q.2 How often do you go online? Q.3 Thinking about how you access the Internet, what percent of the time do you access the Internet using each of the following? 27

28 Research Channels Checked Prior to Purchase Consumer recommendations are important for African Americans with slightly less than one-third seeking out recommendations on social networks. Check pricing on retail sites (Example: Bestbuy.com) 79% Visit company website (Example: Sony website for Sony Plasma TV) 70% Check consumer recommendations retail sites (Ex: Amazon) 65% Check recommendations on social networks (Ex: friends recommendations on Facebook) 28% Other 5% 28

29 Frequency of Visiting Social Network Sites Social networks are heavily used by online Black Americans, with Facebook as the dominant site; over half visit Facebook at least once a day Visit once a day+ Ever visited YouTube 31% 62% 93% Facebook 55% 33% 88% Twitter 22% 31% 53% LinkedIn 8% 41% 49% MySpace 7% 41% 48% Foursquare 5% 10% 15% Base: African Americans, (n=2031) Q.4 How often, if at all, do you visit the following sites? 29

30 Asking and Giving Advice on Purchases by Category On the whole, African Americans are more likely to offer vs. ask for advice on products and services that fold into their everyday lives (e.g., food, clothes, personal/household products) % Always/Often Asking Advice from Friends/Family/Trusted Sources % Always/Often Giving Advice to Friends/Family/Trusted Sources 43% Consumer electronics 40% 38% 38% 30% 29% 26% 25% 23% 22% 19% Automotive Mobile phones Financial products Food Home improvement/tools Household items* Apparel Personal products** Household products*** 27% 35% 27% 41% 21% 26% 33% 30% 26% * e.g. furniture, bedding ** e.g. perfume, cosmetics *** e.g. cleaning supplies Base: African Americans, (n=2032) Q.8 How often do you ask the advice of friends, family or other trusted sources before purchasing the following? Q.9 How often are you asked or when asked do you give advice to friends, family or other trusted sources on the following categories? 30

31 Online Influence Segments Advisors are the largest segment, made up of those who always or often give advice to friends and family in three or more purchase categories. Digital Leaders utilize social media sites several times a day and use their smartphones when making purchase decisions. Others 56% Advisors 44% Others 70% Digital Leaders 30% Online Advocates always or often post reviews and recommendations to social media sites. Others 82% 18% Online Advocates Online Reactors are comprised of those who always or often act on recommendations they see on social media sites. Others 77% Online Reactors 23% Base: African Americans, (n=2032) *note: ROP=rest of population. 31

32 A DIGERATI FUN FACT! 32

33 SOCIAL MEDIA & DIGITAL CASE STUDIES 33

34 The Home Depot- Social Media Campaign for The Retool Your School Program The Home Depot truly exemplifies More Doing with its strong commitment to the communities it serves, through education, volunteerism, do-it-yourself expertise and sustainable improvements. The Retool Your School program launched in 2010 and underscores The Home Depot s strong commitment to some of the nation s most historic institutions. The Retool Your School Campus Improvement Grant Program, is an initiative designed to reinvigorate Historically Black Colleges and Universities (HBCUs) by providing eleven schools, each year, with $150,000 in grants for lasting renovations. Campaign objectives were to broaden and strengthen engagement with African American shoppers by showing support of causes they believe in such as education, green activities and philanthropy. 34

35 The Home Depot- Social Media Campaign for The Retool Your School Program Year Campaign Results: 268,000 online votes were cast in schools of a total 105 HBCUs registered for the 2010 Retool Your School Program 51% Response Rate among HBCUs Total Impressions:, 16,662,563(*Includes online advertising, Mobile and PR) Year Campaign Results: Over 2.1 million online votes were cast in 2011 A 786% Year-over-Year increase and more than seven (7) times the number of votes in schools of a total 105 HBCUs registered for the 2011 Retool Your School Program 53% Response Rate compared the amount of schools that participated in Total Impressions: 61,066,913+, (*Includes online advertising, Mobile and PR) Click-Thru-Rate (CTR) of 3.03% ( Industry / The Home Depot); the digital campaign outperformed the industry CTR. (Based on a February 2010 report from imedia Connection, the national average for CTRs is only 0.02% 0.03%) Facebook results included- 24,411 shares and 11,320 likes. Twitter results included- 5,724 tweets. 35

36 The Home Depot- Social Media Campaign for The Retool Your School Program cont d Social engagement and interest in the program is extremely high. The most interest going to the voting page. 36

37 Insights Behind the Numbers THE REASON THIS CAMPAIGN WORKS: The success of Home Depot s Retool Your School program was built on an existing relationship with African-American shoppers. Our social media campaign was an extension of the customer s positive in-store experience. Home Depot s commitment to HBCUs, demonstrates an understanding of a key African-American value supporting education. This ensured the program s authenticity. 37

38 2011 Ford Explorer & Ford Focus Celebrity/Social Media Campaign In February 2011, Ford launched a new urban advertising campaign for the 2011 Ford Explorer featuring comedian and actor Kevin Hart, taking a comedic approach to engaging consumers and generating brand awareness around the reinvented Ford Explorer. The campaign featured TV ads, print and radio, in addition to a digital execution that lives on Brand Integration with BET included Kevin Hart hosting the 2011 BET Awards, as well as, the BET Awards Ford Focus Social Media Lounge. The Social Media Lounge integrated Ford Focus into the mix of three days of non-stop tweeting and blogging surrounding the hottest awards show of the year. During the live show, popular personality LaLa Vasquez provided viewers with up-to-the second updates from Twitter and Facebook and announced the winner of an all-new 2012 Ford Focus. 38

39 2011 Ford Focus Celebrity/Social Media Campaign cont d Ford Focus Sweepstakes 36,000 people entered our sweepstakes on BET.com Social Media During a 3 week flight, an average of 3,379,057 people saw our messaging across BET digital & mobile platforms 2x each week. That means our media received over 20 million impressions leading up to the BET Awards. (*Trended on Twitter globally for 5 minutes) Flipbooks Over the course of 4 days, 23,000 people viewed the Ford-branded Social Media, Red Carpet and PRE image Flipbooks. Those 23,000 people viewed these Ford-branded flipbooks 128,412 times Co-Branded Banners Our 728x90 (rectangular) BET/Ford co-branded banner received a 0.12% click-through rate double the industry average. Our 300x200 (square) banner received a 0.23% click-through rate almost 4x the industry average 39

40 Insights Behind the Numbers THE REASON THIS CAMPAIGN WORKS: Our partnership with the BET Awards enabled Ford to reach their target audience professional young African-American women who are digitally savvy connectors. The audience appreciated the MyFord Touch system found in the 2012 Ford Focus, as the technology (text to speech, voice-activated calling, media hub, etc.) supports the human connection they crave. 40

41 2010 Colgate Max Fresh - Social Media Campaign The Objective Strengthen the brand awareness of Max Fresh Increase trial among African Americans years, who are very active online and in social and mobile environments. The Approach UWG updated the brand look and feel, refreshing the illustrations and evolving the Maxwell K. Fresh character into a dating aficionado Developed a new digital campaign that, through the Max Fresh character, distributed dating ideas, showing the audience how to succeed in social situations through confidence provided by fresh breath ( Ace the Kiss ). The creative was tailored to fit the media environments, creating a strong integration of the brand message with the sites Music-themed creative ran on music/entertainment sites, while dating-themed creative ran on social sites Consumers were engaged with animated date scenarios, Twitter posts and date ideas while connecting to the brand. 41

42 2010 Colgate Max Fresh - Social Media Campaign 42

43 2010 Colgate Max Fresh - Social Media Campaign Results Campaign Results: The delivered impressions (46.1MM) exceeded the planned impression (43.6MM) by 5.7%. The overall 0.92% campaign CTR was driven primarily by MocoSpace: MocoSpace had 20% of the campaign impressions (9.2MM) and delivered 87% of clicks (370.1M) Flash banners 3.92% CTR (22.1M clicks, 5.1MM impressions) Mobile banners 4.20% CTR (170.5M clicks, 4.1MM impressions) 43

44 2010 Colgate Max Fresh - Social Media Campaign Results Overall Site Imps Delivered Totals Click CTR Overall 46,113, , % Standard Site Imps Delivered Totals Click CTR Overall 43,227, , % BlackPlanet.co 17,130,372 28, % MocoSpace.co 9,169, , % Bossip 7,465,791 3, % Vibe US 4,935,024 8, % DC Comics 4,527,516 1, % Additional Spend Stats: Cost Per Click Flash = $0.68 RM = $1.84 Cost Per Interaction RM = $0.03 (918M interactions) Rich Media Site Imps Delivered Totals Click CTR Overall 2,885,617 12, % BlackPlanet.co 1,424,133 4, % MocoSpace.co N/A N/A N/A Bossip 13, % Vibe US 1,448,217 7, % DC Comics N/A N/A N/A 44

45 Insights Behind the Numbers THE REASON THIS CAMPAIGN WORKS: The success of Colgate s Max Fresh campaign was due to it being rooted in a key insight of the African American male target audience and delivered to that audience in an unexpected manner (i.e. through its creative and social media executions). Colgate s Max Fresh campaign also partnered with DC Comics, in addition to its social media partners, to reach the target audience in an innovative and organic way. 45

46 Our Conclusion With the ever-growing complexities of the multicultural marketing universe, we hope that you better understand how to reach multicultural consumers where they live and breathe, with relevant offerings and content, in context, and at key touch-points where they are forming their opinions and making purchase decisions. 46

47 THANK YOU! 47

48 UNIWORLD GROUP, INC. CONTACT Tyrha M. Lindsey Director of Public Relations UniWorld Group Inc. One Metrotech Center North 11th Floor, Brooklyn, NY O: M: