Faced with budget constraints, multicultural audiences turn to mobile phones for better health

Public health marketers trying to reach multicultural audiences need to take a mobile-first approach. Multicultural audiences tend to have larger out-of-pocket health expenses, delay seeking help from medical professionals and are more apt to look to mobile devices to manage their health. Top implications for public health marketers trying to reach multicultural audiences include: Budget constraints need to be addressed and taken into consideration in order to help multicultural audiences make positive health choices, especially Hispanics. Hispanics (76%) and African Americans (67%) were more likely than whites (59%) to say that budget at least sometimes limited their ability to make healthy choices. Hispanics (67%) and African Americans (67%) were also more likely than whites (52%) to say they sometimes avoided seeking medical help because of the cost. Health educational campaigns need to be mobile-optimized to reach multicultural audiences. 94% of Hispanics and 93% of African American respondents reported using mobile phones to help achieve their health goals compared to 88% Whites. 58% have used their phones to research information about a health issue. Hispanics (59%) and African American (61%) were more likely to use their phone to find health information than whites (56%). Social media distribution, influencer outreach, and mobile apps are great opportunities for initial attainment and ongoing engagement with multicultural audiences Hispanics (44%) and African Americans (40%) were more likely than whites (32%) to follow health-related social accounts Hispanics (46%) and African Americans (45%) were more likely than whites (39%) to read a blog for health info. Health app usage is high across ethnic groups at 57%. Hispanics (61%) and African American (60%) over-index on the use...

Campaigns Miss Out With Multicultural Mobile Gamers

60% of multicultural gamers have had no recent contact from a campaign As 2016 heats up, mobile gamers are following the election and engaging with candidates via social media, despite being largely ignored by campaigns.   That’s a top finding in a MocoSpace Community Check-In conducted by Social Lens Research. The survey had 2,351 completes and was fielded last weekend, February 13 to 14 without an incentive. The respondents were 46% white, 31% African-American and 16% Hispanic. MocoSpace is a top mobile gaming community with more than 50 million users. This diverse community represents digital-first populations who live online, are eligible to vote and plan to vote in above average numbers.They are highly active on social media, and widely broadcast their views to their networks.  And they are a growing part of the electorate.  Gamers are expected to grow to close to 56% of all Americans in 2016, and mobile games are played weekly by half the likely voting population. A third of likely Democratic voters play daily.   Key Findings: Opportunity To Increase Engagement: MocoSpace Community members are watching the 2016 campaign carefully.  Seventy percent read campaign stories via social media at least occasionally, 31% frequently. But 60% have had no recent contact from a campaign. African Americans The Most Engaged: More voted last time [83%],  more are registered to vote now [87%], and African Americans are most engaged with the campaign on social media. And they are solidly for Hillary Clinton – 54% more likely than the general population. Hispanics Not As Engaged: Least likely to be registered, not as committed as African Americans to Democrats or Hillary Clinton....

3 Ways Social Intelligence Helps Drive Business Strategy

~Second in a two part series on social media monitoring.~ In our article, Social Media Monitoring as a Call to Action, we discussed the importance of using social media to discover valuable information about your brand rather than just focusing on acquiring a higher number of fans and followers.  The information, or “social intelligence” as Forrester refers to it, can then be used to improve business strategies. In Forrester’s recent report, “Evaluate and Evolve Social Intelligence” they describe three stages to the social intelligence maturity model: monitoring, listening and intelligence, It is within stage 3, when companies integrate social data into their existing business strategies and technologies.  Forrester says “sharing data across the organization only works if the organization is prepared to manage it.” In the examples below, you’ll see how several businesses have moved beyond monitoring and listening to their customers and managed to put the data to good use. In two of the examples, you’ll see how these businesses go about listening to conversations to identify web and social content that is relevant to their target audience. In another example, the business uses post-sales emails to encourage reviews that then provide valuable feedback and higher Google rankings. WPBeginner                 Syed Balkhi, Founder of  WPBeginner, a free WordPress resource site, told us how he has used social media to grow the site: “I launched WPBeginner in 2009. I got on Twitter and Facebook and started tweeting my articles. No one was listening. I needed a way to get more of an audience. I started utilizing Twitter search and looked for the...