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SXSW Interactive 2015

Digital Diversity: Bicultural is the new majority

We are becoming an increasingly diverse nation. In the U.S. alone, there is a new majority of people in 7 of the nation's 15 largest cities. The change in these cultural dynamics provides news opportunities for businesses. And coupled with the rapid acceleration of new online trends in every part of the world, marketers need new ways to connect with all of the people that matter. To understand the role culture plays in the lives of three major groups: Hispanic Americans, Asian Americans and African Americans, Facebook and Ipsos Media CT have partnered together.

In this presentation our teams will illustrate how culture defines attitudes, new behaviors, and priorities which influences how people communicate online. We will also describe the expectations of multicultural consumers, plus explore how brands can engage with people in culturally relevant ways.

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  1. 1. What is the role of culture for Asian American, African American and Hispanic American consumers today in the U.S? What does it mean for a person to be bicultural and how does it influence their daily lives?
  2. How do Asian Americans, African Americans and Hispanic Americans engage with digital content and social media?
  3. What are the unique cultural motivations that draw each person to digital/social media?
  4. How should advertisers communicate with multicultural consumers on digital platforms?
  5. What opportunities exist with for marketers looking to engage with Asian American, African American and Hispanic American consumers online?



Michael Sotelo, Regional Marketing Manager, Facebook, Inc.

Meta Information:

  • Tags: social media
  • Event: Interactive
  • Format: Dual
  • Track: Branding and Marketing
  • Track 2
  • Level: Intermediate
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