Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities

Social Media Marketing
Location: 2002 Level:
Average rating: ***..
(3.80, 10 ratings)

Wondering how to reach multicultural markets using social media? You’re not alone. Companies are increasingly using social media strategies to reach multicultural consumers, a group now accounting for more than 30% of the U.S. population, and with spending power of approximately $2 trillion. The challenge: developing successful interactive campaigns that aren’t dismissed as culturally irrelevant, or worse, that are viewed as ethnically insensitive or offensive.

This session helps you build effective multicultural social media campaigns, drawing on current social media research, multicultural marketing principles, and current case studies. Participants will learn the attributes, identities, and value systems of multicultural audiences, practical steps to ensuring the cultural relevancy of their campaigns, and how to build trust by demonstrating commitment to the various communities.

Read the speaker interview with Jessica Faye Carter

Photo of Jessica Faye Carter

Jessica Faye Carter


Jessica Faye Carter is president of Heta Corporation, a consulting firm. In this role, she advises organizations on issues related to cultural and gender diversity, and on engaging these demographics with social technology.

Jessica is the author of an upcoming article, The Coming Wave—Exploring Women, Innovation, and Social Technology and is a guest writer for Mashable. Her work has been cited in the Associated Press, Working Mother Magazine, and Essence, and she has appeared on PBS and TVO.

Jessica recently founded Toour, a social travel application where users create and share tours of their favorite places around the world.

Jessica speaks frequently at conferences and corporate events on topics related to social technology, women, and diverse consumers and employees. Her previous engagements include: Social Media Brasil, Goldman Sachs’ Multicultural Women’s Exchange, Web 2.0 Expo – SF, NASA – Marshall Space Flight Center, and annual diversity conferences for The Conference Board and The Society for Human Resource Management.

Jessica is a member of the advisory board for Web 2.0 Expo – New York and is the founder of Open Diversity, an initiative to embrace social technologies in corporate diversity and inclusion efforts.

She is a frequent speaker on issues related to culture, women, and social media. Her most recent initiative, Open Diversity & Inclusion helps organizations leverage social technologies to enhance their culturally-focused internal efforts.

Jessica was previously a corporate lawyer and holds a JD and an MBA from Duke University, and a BA in economics from Spelman College. She’s on Twitter @jescarter.

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Picture of Suzanne Axtell
Suzanne Axtell
05/06/2010 2:16am PDT

Jessica is a very accomplished and thoughtful presenter. I particularly appreciated the groundwork she laid for discussing multicultural issues at the beginning of her talk. I just wish we’d had more time to explore more examples!

Picture of Jason Penny
Jason Penny
05/05/2010 3:40pm PDT

Interesting approach to diversity marketing. Nice presentation.

Kimberly Mayfield Lynch
05/05/2010 3:13pm PDT

I really enjoyed this presentation. Jessica clearly presented her content and had good visuals.

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