The international aspect of social media can lead to some interesting discussions. Jessica Faye Carter over at Technicultr recently brought up the question of whether social sites such as Facebook, Twitter and LinkedIn should collect information about their user’s ethnicity and she asked me what my thoughts were. You can read more here.

The Big Roadblock To Ethnic Marketing In France

Now I’ve spent many years in international marketing, I live in France and have a French company.  So my first thought was that a French company would not be able to do this.

There is a law prohibiting anyone from keeping any information related to race.  This law is widely regarded as a measure to prevent discrimination, but it also severely limits any form of multicultural marketing in France.

Here’s what Wikipedia has to say about it:

“It is illegal for the French state to collect data on ethnicity and race, a law with its origins in the 1789 revolution and reaffirmed in the constitution of 1958. Some organisations, such as the Representative Council of Black Associations… have argued in favour of the introduction of data collection on minority groups but this has been resisted by other organisations and ruling politicians, often on the grounds that collecting such statistics goes against France’s secular principles and harks back to Vichy-era identity documents. During the 2007 presidential election, however, Nicolas Sarkozy was polled on the issue and stated that he favoured the collection of data on ethnicity. Part of a parliamentary bill which would have permitted the collection of data for the purpose of measuring discrimination was rejected by the Conseil Constitutionnel in November 2007.”

The French Environment Around Ethnicity

When you live in a country with a law like this that’s been around for a long time and regarded by the general public as being something to be proud of, it’s easy to assume that a significant portion of the French population would not react in the same way as people from other cultures to the collection of information on ethnicity.

This is simply because they aren’t used to being asked these types of questions.  Their first response would probably be influenced by this cultural layer.

The French Cultural Environment Is More Complex

But it’s not the only factor at play here.  In parallel to this is the national pride the French have of being the country that wrote the “Droits de l’homme”, the Declaration of the Rights of Man and of the Citizen, which was a precursor to other international human rights documents.

This heritage creates a very unique environment in how the general population perceives anything remotely related to ethnic information, including collecting it and sharing it.

Different Cultures React Differently

Of course many other countries are active in combating racism, but how they go about doing this largely depends on their own cultural environment.  And what about the cultures where “combating racism” isn’t really perceived in the same way as other countries?

Different cultures approach this difficult issue from a variety of different angles.  So there is a variety of different cultural environments to deal with.

American Political Correctness

This makes me think about the wave of being politically correct in North America and how this has meant that I’ve had to change the way I refer to black people several times.  I grew up in a country which was 75% black when I was born and this percentage is now higher.

When it first became “politically incorrect” to use the word “coloured” which was what was used when I was young, well OK, I changed my vocabulary.

But the debate about what was considered the right word to use continued over the years, and I had to change my vocabulary yet again.  The acceptable word to use when referring to black people has changed too many times in my life time for me to follow any more.

And this got me to think about the meaning people associate with words.

Personal Emotional Baggage

Even though I may be considered “white”, my skin quickly tans to a very respectable deep shade of brown. Yes, brown.  Not beige or tan.  Brown.  And my skin is never “white”.

After following all of the changes in what is considered the right word to refer to black people, I looked at the colour of my skin and wondered if I should get upset about being called “white” because it’s not a very accurate word to describe my skin colour.  Of course I didn’t.  It’s just a word used in communication.  It would only become an issue if I were to take on some emotional baggage and assume that “white” isn’t appropriate, or if someone added their emotional baggage to the word when they used it.

Collective Cultural Baggage

The topic of ethnicity stirs up all sorts of baggage.  In addition to the personal emotional baggage, there’s  the baggage we acquire through the cultural environment we live in.  This is why anything related to ethnicity gets complicated.

It’s very easy to lose control… because you can never control the baggage other people have.

And to complicate things, most people aren’t even aware of the baggage they are carrying around. They don’t realize that they have cultural baggage acquired through the cultural environment they live in. They just assume the world they live in is the “real world”, the one that’s “right” and the one that should exist everywhere else.

So, it takes great wisdom to limit the risk of things getting out of control due to cultural baggage.

Ethnicity In Social Media

Even if there have already been social media platforms where people share information on their ethnic origins, the online social environment is different today.  Social media platforms simply have greater international reach than before.

Facebook has over 500 million people today across the globe, even if it is not used in the same way across all of the different countries.

And as social media develops further, will everyone across the globe be present on the same social media platform with the same mindset?  It’s highly unlikely.

Should Social Sites Ask Their Users To Share Their Ethnic Origins?

As a cross-cultural marketer I would love to have the information. But on a more personal level I believe this is not easy to do on social media sites with such a wide international reach… assuming the social media sites want to continue growing their international markets.

Although I do think it’s possible to incorporate some ethnic information on certain platforms, the challenges are great when looking at this from an international perspective. You must not under-evaluate the risk of things getting out of hand or being used wrongfully at some point down the line.

Now it’s your turn…

• Do you know of any other problems when asking for ethnic information on social media sites?
• What is the top benefit of social media sites asking for information on ethnic origins?
• Do you think social media sites should ask for your ethnic origins?

Please leave your comments below.

Copyright Cindy King 2006-2010 - International Business Blog

Ethnic Origins On Social Media

Cross-Cultural Marketing

Earlier this year, there was much talk about the rising populations of minority groups in North America. This was after the release of research data pointing to the increase in ethnic demographics. This means there is also more ethnic marketing research data available.

Have a look at this YouTube video on rising Muslim population in Europe and North America

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Interesting But Not 100% Accurate

I would have liked a more accurate comparison between European Muslim projections and North American projections.
Although I am sure the Muslim population has increased in North America in recent years, I do believe Canada takes in more Asian immigrants than Muslim immigrants.

The way the data is portrayed it is easy to think that the immigration statistics only represent Muslim immigrants, and I doubt this is the case.

Don’t let this stop you from watching the video. It shows us that our world is constantly changing. More than we think.

There Is No Magic Looking Glass

Different ethnic populations mean different marketing and probably different business opportunities.  Marketers and business owners would love to look into the future.

Unfortunately it is not easy to predict exactly what our business needs will be in the future. There is more than one influencing factor. The one thing we can be sure of :

• Our marketing will change with the changes in different ethnic groups

If you would like to open your mind to the different influencing factors I recommend the book Megatrends Europe by Adjiedj Bakas

Now It’s Your Turn

• How do you think these changes will impact your marketing?
• Do you think all businesses will need cross-cultural marketers in the future?
• What other trends do you see impacting our future marketing tactics?

More On Cross-Cultural Marketing

• A Future For Ethnic Marketing
• Cross-Cultural Web
• How Cultural Differences Influence Marketing Segmentation
• Marketing Segmentation Grows Both Sides Of Your International Business
• Sophisticated Marketing Methods And International Sales
• Why Cross-Cultural Marketing Is Not An Option
• Why International Marketing Needs To Do More

Copyright Cindy King 2006-2010 - International Business Blog

Why Cross-Cultural Marketing Is Not An Option

Improve Your Cross-Cultural Communication

I started this blog at the beginning of this year, and it is slowly finding its groove.

• Cross-cultural business

A fair amount of visitors interested in “culture” in general also find their way here.  And some of these readers do not immediately grasp the “business” slant.

Of course, this is because they read this blog with their own filters.  And this makes them stand out.

The different ways people use certain words is intriguing.

Buzz Around Cultural Marketing

Over this past year, I have noticed an increase in the buzz around the word “cross-cultural” and other related words related.

This buzz seems to stem from one source.

There is obviously a wider recognition of the need for ethnic marketing within individual countries.  And there are two very obvious reasons:

• The Obama effect
• Several leading countries will have ethnic groups representing the majority of their population within most of our lifetimes.

Different Words

With the increase in buzz around this,  it is easy to see the different definitions people have for:

• Cross-cultural
• Multicultural
• Intercultural
• International
• Ethnic
• Racial

No.  We do not always use these words with the same definition.

Of course, some people just do not know what word to use, and simply choose the first one they think of.

But sometimes I have to do a little research before I can grasp what people mean.  People often have different definitions for these words.

Context In Definitions

Here is what I have noticed:

• Different context = different definition

There seems to be a difference in definition  when these words are used in a business context  or a social context.  These words tend to have a broader definition in a social context.

• There is a current trend

I notice a distinct preference for the word “multicultural”.

• A shift in flavor?

I also wonder if there is a slightly negative flavor to the word “ethnic”.  It sometimes appears to be on a similar level as the word “racial”.

International Business

Now, let’s look at how you can use these words in business:

If you are selling to different ethnic groups within your own country, you will need good:

• Ethnic marketing tactics
• Cross-cultural communication skills

If you are selling to international clients on the front line, you will need good:

• Cross-cultural communication skills
• Cross-cultural marketing tactics

If you are establishing your international business, you will need good:

• International sales strategies
• International marketing strategies

And in all cases you are working in a multicultural environment.

You can use your favorite reference source to look up definitions for these words.

In communication across cultures, I would never break through if I imposed rigid definitions to others.

I do quite the opposite and concentrate my efforts on finding common grounds of understanding.

Definitions For International Success

Different definitions for common words are a barrier in international business.  These barriers can start within your own team.  Define the words you use to improve your:

• Communication
• Marketing
• Business Strategy

Again, this is just food for thought.  You do not need to use my definitions.

What is important to seeing the difference when people use the same word as you do, but give a different definition to this same word.

• You know how to define your “ideal client”
• You know how to create a “persona”
• You know how to qualify a lead

Don’t forget to build your international business on a solid foundation.

Read more on how to improve your Cross-Cultural Communication here:

- Listen To Your International Clients To Build Trust And Increase Sales
- Where Cultural Miscommunication Happens
- Beyond Cultural Generalizations
- Getting Beyond Visible Cultural Differences
- Better Cross-Cultural Communication – Rephrase, Don’t Shout
- Why Empathy Develops Your International Business
- 7 Tips For Easy Cross-Cultural Encounters
- Morphing Into A Foreign Culture

Read about Cross-Cultural Communication Differences in these articles:

- Curiosity Versus Empathy
- Morphing Into A Foreign Culture
- Free Courses, Content And Culture Scams
- Different Countries = Different Rules
- Different Eye Tracking For Different Cultures
- Music In Cultural Differences

And read even more in the…

Get International Clients International Sales Road Map

Guide 5 – Connect With Your International Markets • How can you connect with your international clients?• What communication do you need to connect with international markets? Read about how to create your international marketing strategy.

Guide To Cultural Web Tools • How can you tweak your web site to improve your cross-cultural communication? Lots of tools here.

Copyright Cindy King 2006-2010 - International Business Blog

Different Definitions For Culture Words

Cross-Cultural Marketing

Two American copywriters recently asked me for my opinions on the potential market of ethnic or multicultural copywriting.

Now, you may have noticed…

Twitter For Cross-Cultural Marketing Research

I have beefed up my Twitter micro-blogging recently.  And following everyone who Tweets about everything related to international and cross-cultural business.

There are a few very useful things that have come out of following my favorite topics this last month.

• I’ve noticed the increased interest in ethnic marketing in the United States due to the Obama effect
• I’ve met a few key ethnic marketers in the US and here in France.
• I’ve noticed top American marketers scrambling to find out more about ethnic marketing.

And I also saw a number of Tweets on about a recent survey on the increase of the ethnic population in the US.

• Americans of ethnic origins will represent the majority of the US population in my lifetime.

As a cross-cultural marketer, it is obvious that this will change marketing tactics.

Marketing gets you more sales when it connects with your customers.  And you need to understand your customers’ behavior for you can create an effective marketing campaign.

The problem is that different cultures have different behaviors.

• Different cultures need different marketing.

Ethnic Marketing Today

Let’s look at ethnic marketing…

Ethnic marketing still represents a few hurdles for businesses today.

• It is not a standard practice – companies do not use this often enough
• Ethnic marketing best practices still have to be ironed out – more businesses need to have ethnic marketing strategies

Not Just Marketing

The trouble is that management often assumes that ethnic or multicultural marketing is “just marketing”.  They do not realize the extent to which selling to different cultures effects the entire business.

In addition, the first hurdles businesses encounter in ethnic marketing often translate into more time and investment.

• Businesses do not realize that will often need to re-position their product
• They underestimate the amount of work this involves
• They underestimate the extent this effects all of their business

An ethnic marketer who does not have the support and participation of the whole business team cannot impact ethnic sales effectively.

Best place to look for insights:

• International marketers

They can easily understand how doing business with different cultures can effect the entire business. International business development is a process that involves new skill sets.

This international process and these skills sets are very similar and can usually be transposed to develop effective ethnic marketing.

Positioning The Sale

The very first task for ethnic and cross-cultural marketers is to reposition the sale.  Different cultures respond to different emotional buttons.

Best place to look for insights:

• Copywriters and marketers with field experience

Copywriters are marketers trained in understanding a market from their side.  A professional copywriter is usually able to grasp the extent of how much you will need to reposition your offer in order to sell to a different cultural or ethnic group.   With two caveats:

• The copywriter or marketer has to have the time to do the research.
• He also needs to know when he needs to continue to dig further. Cross-cultural communication challenges hit everyone, no matter what your profession.

The Future Of Multicultural & Ethnic Copywriting & Marketing

Yesterday, I mentioned the book Megatrends Europe by Adjiedj Bakas and this comes to mind yet again today.  Our societies are changing, but:

• No one knows for sure what they will be like in the years to come.
• No one knows how the different elements will influence each other.

Despite these uncertainties, if you have a business today, it is wise to look at current trends.  You will have more informed insights into where you business will be tomorrow.

There is an obvious trend in ethnic changes in the populations of many of the current leading world countries.  The one assumption you can count on is: a

• An increased need for effective ethnic and multicultural marketing

And my advice to the two copywriters interested in multicultural copywriting…

…Jump onboard now if you can.

More On Cross-Cultural Marketing

• A Future For Ethnic Marketing
• Cross-Cultural Web
• How Cultural Differences Influence Marketing Segmentation
• Marketing Segmentation Grows Both Sides Of Your International Business
• Sophisticated Marketing Methods And International Sales
• Why Cross-Cultural Marketing Is Not An Option
• Why International Marketing Needs To Do More

Copyright Cindy King 2006-2010 - International Business Blog

A Future For Ethnic Marketing