How to Engage Consumers in Multinational Communities by Austin and Lerman #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Lessons from the front lines
How to engage BRIC consumers in multinational online communities
Manila Austin & Katrina Lerman, Communispace, USA

BRIC consumers are very socially connected even though internet penetration is lower than most western countries (Brazil, India, Russia, China)
300-500 people is viewed as a small community. [Hey survey fans, I thought 10 meant small]
BRIC are more likely to read than post but everyone posted at least a couple times a week.
Youth want to talk with other youth around the world about their shared experiences. A recognizable brand involved makes them feel exclusive and in the know. Keep the tone fun, frequent, and flexible.
China and India posts more often, more lurking, more words, more contributions.
Lessons
Leverage the diversity, it is a draw, not a barrier. Youth from other countries want to know what it’s like to drive on a highway with no speed limit. [Buzzword!: leverage]
Know why you’re there: Have a commonality, life-stage, brand passion, professional affiliation.
Beware the western lens: ignore your assumptions, keep it simple, don’t get lost in translation, be culturally aware. [i need to be reminded of this all the time. i forget that other people aren't addicted to dessert like I am.]
Allow consumers to show, not just tell: get unfiltered emotions that get lost in writing, particularly if people aren’t proficient. Use videos, photos from home, work, shopping.
Facilitators must play an active role: Must be part of community, interact with members, probe for follow-up, write with care, take the time. You’ll get more out of the community if you put a lot into it.