Black Lives Matter Movement - How Companies are taking Action

Multicultural Analysis

Overview

OYE! listens to consumers in their own space online and delivers insight on what multicultural consumers have to say about your brand and/or industry. Understanding consumer attitudes towards brands, their products and their marketing efforts provides our clients insights that inform their multicultural marketing strategy.

Actionable Insights

OYE! is a language neutral social listening software that analyzes conversation in all languages to derive meaning from unstructured social conversation among multicultural consumers. OYE!’s natural language processing solution is designed not only to identify African American and Hispanic consumers of all levels of acculturation, but to also derive insights marketers can use in campaign strategy, messaging and targeting.

The Solution

Insights derived from social conversation by OYE! provide key details into multicultural consumers through their own statements about brands. OYE! analyzes that conversation to allow brands to understand better ways to interact with these groups. OYE! also provides insights on how to create campaigns tailored to these multicultural consumers.

The Value

Leveraging insights from OYE! allows clients to produce content for multicultural consumers most influential over purchasing decisions for your brand where they want it, when they want it and how they want it. The result: Better conversion, lift and engagement.

Methodology

This analysis was extrapolated from a data set of 273,488 conversations on Twitter, of which 33,439 were from verified Hispanics and 16,981 were from verified African Americans. All the data was gathered from 06/01/2020 – 06/07/2020.

Contents

Volume & Language Analysis | Latino Index & Age Generation | Gender Analysis | Location Analysis | Word Clouds

Volume & Language Analysis

Volume by Ethnicity

  • Overall, across all 8 brands that discussed the movement, Hispanics made up 12.2% of overall conversations. This figure was nearly twice as much compared to the percentage of conversations generated by African Americans at 6.2%.
  • The company with the largest percentage of Hispanic conversation is Nike (13.8%), followed by Ben & Jerry's (13.4%), Netflix (12.6%) and YouTube (12.5%).
  • The companies with the highest African American percentages were Nike (7.9%), followed by Starbucks (7.6%), Ben & Jerry's (7%) and Netflix (6.1%).
  • Based on the overall volume, YouTube was talked about the most during this time period among all ethnicities, followed by Ben and Jerry's.
  • YouTube's volume was especially high not just because of what the brand stated in support of the movement, but the fact that many people mentioned specific YouTube channels as being platforms where monetary support could be shown for the community.

Hispanic Language Analysis