Ilanit Kateb, MS, MBA  Centers for Disease Control and Prevention  Eric Diaz  DK Web Consulting  <ul><li>National Hispanic...
Centers for Disease Control and Prevention (CDC)  Atlanta, GA
Presentation Goals <ul><li>Define why the CDC chose to provide  tailored health channels  specific to the Hispanic communi...
WHY PROVIDE  TAILORED HEALTH CHANNELS  SPECIFIC TO THE HISPANIC COMMUNITY <ul><li>GOAL 1 </li></ul>
Data, Data, Data… <ul><li>Hispanics make up  16%  of US population  ( US Census 2010) </li></ul><ul><li>2/3  of Latinos ar...
<ul><li>48%  of Online Latinos have profiles on social networking websites  (Interactive Advertising Bureau, 2010) </li></...
www.CDC.gov/spanish   <ul><li>Launched in 2004 </li></ul><ul><li>All content in Spanish  </li></ul>
www.CDC.gov/spanish   American Customer Satisfaction Index (ACSI) Survey
www.CDC.gov/spanish   American Customer Satisfaction Index (ACSI) Survey  <ul><li>Spanish language pop up survey distribut...
Outbreaks and Events:   Identified a needs for Bilingual communications  <ul><li>Post 9/11 Bilingual Emergency Communicati...
PRIMARY GOALS  AND  COMMUNICATION MESSAGES  OF THE CAMPAIGN <ul><li>GOAL 2 </li></ul>
Primary campaign goals  <ul><li>CDC en Español Facebook & @CDCespanol Twitter will serve as the  hub of information and co...
Primary Campaign Goals:  YEAR 1  <ul><li>1.  Grow number  of Facebook fans and Twitter followers </li></ul><ul><li>2.  Dev...
CHANNELS  USED TO COMMUNICATE PRIMARY MESSAGES <ul><li>GOAL 3 </li></ul>
Primary Social Media Channels <ul><ul><li>Facebook: CDC en Español </li></ul></ul><ul><ul><li>Twitter: CDCespanol </li></u...
Facebook: CDC EnEspanol <ul><ul><li>Launched Dec 1 2010 </li></ul></ul><ul><ul><li>3,600+ Fans </li></ul></ul><ul><ul><li>...
Twitter:  @CDCespanol <ul><ul><li>Launched Dec 1 2010 </li></ul></ul><ul><ul><li>5,100+ Fans </li></ul></ul><ul><ul><li>Li...
You Tube: CDC Streaming Health <ul><ul><li>6,400+ Subscribers </li></ul></ul><ul><ul><li>3.8MM+ Upload Views </li></ul></u...
Mobile Website:  http://m.cdc.gov   <ul><ul><li>CDC's Mobile Site in Spanish  </li></ul></ul><ul><ul><ul><li>Expanded cont...
PROMOTIONAL CAMPAIGNS <ul><li>GOAL 4 </li></ul>
Primary Campaign Goals revisited:  YEAR 1
Spanish Social Media Campaigns – Year 1  Health Superstars Ask the Expert  Advertising
Health Superstars Campaign  <ul><li>GOAL = Increase fan engagement  </li></ul><ul><li>Launched – March 2011 </li></ul><ul>...
Ask the Expert Campaign  <ul><li>GOAL = Increase fan engagement  </li></ul><ul><li>Launched  ONLY in English  </li></ul><u...
Facebook  Advertising  <ul><li>Targeted audiences on specific pages  </li></ul>Average  Growth = 550 fans/ week
Twitter Advertising  Promoted Accounts:  CDC selected as Beta advertiser on Twitter
Developing a Social Media Calendar  <ul><li>Calendar based on…  </li></ul><ul><ul><li>Social listening tools and software ...
Social Listening Tools: “What is the Hispanic Community talking about?”
Top 10 Health topics of primary interest  to Hispanic Community  <ul><li>Cancer  </li></ul><ul><li>Cardiovascular disease ...
2011 CDC Spanish Social Media Promotional Calendar
RESULTS  OF THE CAMPAIGN <ul><li>GOAL 5 </li></ul>
Facebook and Twitter  fan growth :  First 3 months of campaign
Facebook and Twitter  fan engagement:  First 3 months of campaign
CDC Facebook and Twitter:  Growing Daily  <ul><li>Facebook: </li></ul><ul><ul><li>3,600+ Facebook Fans in 4 months  </li><...
THANK YOU!  Questions?  <ul><li>U.S. Centers for Disease Control and Prevention </li></ul><ul><li>Office of the Associatio...
Upcoming SlideShare
Loading in …5
×

How Government Agencies communicate with Hispanics via Social Media 

1,893
-1

Published on

Case Study: CDC Espanol Social Media campaign presented by the Centers for Disease Control and Prevention and DK Web Consulting. Topics discussed include Spanish social media monitoring, facebook advertising, custom facebook landing pages, and overall hispanic marketing strategy.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,893
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
38
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Note: Talk about campaign results
  • Note: Talk about English campaign success
  • Tested images and messages Pairing with landing pages to make it more convenient to become a fan Targeted the ads (top 10 Hispanic markets, popular health pages, by specific health topic, Spanish speaking…)
  • Promoted Accounts Phenomenal growth observed
  • How Government Agencies communicate with Hispanics via Social Media 

    1. 1. Ilanit Kateb, MS, MBA Centers for Disease Control and Prevention Eric Diaz DK Web Consulting <ul><li>National Hispanicize Conference </li></ul><ul><li>April 7 th , 2011 </li></ul>How Government Agencies communicate with Hispanics via Social Media  Case Study: CDC Social Media campaign <ul><li>U.S. Centers for Disease Control and Prevention </li></ul><ul><li>Office of the Association Director for Communication </li></ul>
    2. 2. Centers for Disease Control and Prevention (CDC) Atlanta, GA
    3. 3. Presentation Goals <ul><li>Define why the CDC chose to provide tailored health channels specific to the Hispanic community </li></ul><ul><li>Identify the primary goals and communication messages of the campaign </li></ul><ul><li>List the channels used to communicate these messages </li></ul><ul><li>Describe promotional campaigns </li></ul><ul><li>Provide the results of the campaign </li></ul>
    4. 4. WHY PROVIDE TAILORED HEALTH CHANNELS SPECIFIC TO THE HISPANIC COMMUNITY <ul><li>GOAL 1 </li></ul>
    5. 5. Data, Data, Data… <ul><li>Hispanics make up 16% of US population ( US Census 2010) </li></ul><ul><li>2/3 of Latinos are online ( 2009 Ipsos’ US Hispanic Omnibus study ) </li></ul><ul><li>47% of Spanish-dominant Latinos use the internet (Pew Hispanic Center, 2010) </li></ul>
    6. 6. <ul><li>48% of Online Latinos have profiles on social networking websites (Interactive Advertising Bureau, 2010) </li></ul><ul><li>21% of U.S. Bloggers are Latinos </li></ul><ul><li>(Felippe Korzenny, 2010) </li></ul><ul><li>31 million U.S. Hispanics have cell phones. 64% of Hispanics with a mobile phone use it for: texting, accessing social networks, etc. (Mobile Marketing Association, Scarborough Research) </li></ul>
    7. 7. www.CDC.gov/spanish <ul><li>Launched in 2004 </li></ul><ul><li>All content in Spanish </li></ul>
    8. 8. www.CDC.gov/spanish American Customer Satisfaction Index (ACSI) Survey
    9. 9. www.CDC.gov/spanish American Customer Satisfaction Index (ACSI) Survey <ul><li>Spanish language pop up survey distributed through - www.cdc.gov/spanish </li></ul><ul><li>Surveys completed = 5,889 since July 2009 </li></ul><ul><li>Average customer satisfaction rating = 85% </li></ul><ul><li>Results indicate that primary demographic is…. </li></ul><ul><ul><li>62% are 35-64 years old </li></ul></ul><ul><ul><li>75% have a college or advanced degree </li></ul></ul><ul><ul><li>56% female; 41% male </li></ul></ul>
    10. 10. Outbreaks and Events: Identified a needs for Bilingual communications <ul><li>Post 9/11 Bilingual Emergency Communications </li></ul><ul><ul><li>Anthrax </li></ul></ul><ul><ul><li>SARS </li></ul></ul><ul><ul><li>Smallpox </li></ul></ul><ul><ul><li>West Nile </li></ul></ul><ul><li>Natural Disasters </li></ul><ul><ul><li>Hurricanes </li></ul></ul><ul><li>H1N1 </li></ul><ul><ul><li>And other bi-national and international responses </li></ul></ul><ul><li>Several other outbreaks and events… </li></ul>
    11. 11. PRIMARY GOALS AND COMMUNICATION MESSAGES OF THE CAMPAIGN <ul><li>GOAL 2 </li></ul>
    12. 12. Primary campaign goals <ul><li>CDC en Español Facebook & @CDCespanol Twitter will serve as the hub of information and conversation for the Hispanic community on health, safety & protection </li></ul><ul><li>CDC social media is to be an open channel of communication with Hispanics , where they can interact, be informed, ask questions & share their stories </li></ul>
    13. 13. Primary Campaign Goals: YEAR 1 <ul><li>1. Grow number of Facebook fans and Twitter followers </li></ul><ul><li>2. Develop and launch 3 campaigns that increase user engagement and interactivity </li></ul><ul><li>3. Develop editorial calendar of health awareness topics to deliver culturally relevant and timely health information to the Hispanic audience </li></ul>
    14. 14. CHANNELS USED TO COMMUNICATE PRIMARY MESSAGES <ul><li>GOAL 3 </li></ul>
    15. 15. Primary Social Media Channels <ul><ul><li>Facebook: CDC en Español </li></ul></ul><ul><ul><li>Twitter: CDCespanol </li></ul></ul><ul><ul><li>YouTube: CDCStreamingHealth </li></ul></ul><ul><ul><li>Mobile at CDC  </li></ul></ul>
    16. 16. Facebook: CDC EnEspanol <ul><ul><li>Launched Dec 1 2010 </li></ul></ul><ul><ul><li>3,600+ Fans </li></ul></ul><ul><ul><li>10+ Interactions/post </li></ul></ul><ul><ul><li>2,500+ monthly active users </li></ul></ul>
    17. 17. Twitter: @CDCespanol <ul><ul><li>Launched Dec 1 2010 </li></ul></ul><ul><ul><li>5,100+ Fans </li></ul></ul><ul><ul><li>Listed 78 times </li></ul></ul><ul><ul><li>6+ Mentions/ posts </li></ul></ul><ul><ul><li>Verified account </li></ul></ul>
    18. 18. You Tube: CDC Streaming Health <ul><ul><li>6,400+ Subscribers </li></ul></ul><ul><ul><li>3.8MM+ Upload Views </li></ul></ul><ul><ul><li>296,000+ Channel Views </li></ul></ul>
    19. 19. Mobile Website: http://m.cdc.gov <ul><ul><li>CDC's Mobile Site in Spanish </li></ul></ul><ul><ul><ul><li>Expanded content delivery still in development </li></ul></ul></ul><ul><ul><li>Information available on… </li></ul></ul><ul><ul><ul><li>Seasonal flu </li></ul></ul></ul><ul><ul><ul><li>Emergency preparedness </li></ul></ul></ul><ul><ul><ul><li>Traveler’s Health </li></ul></ul></ul>
    20. 20. PROMOTIONAL CAMPAIGNS <ul><li>GOAL 4 </li></ul>
    21. 21. Primary Campaign Goals revisited: YEAR 1
    22. 22. Spanish Social Media Campaigns – Year 1 Health Superstars Ask the Expert Advertising
    23. 23. Health Superstars Campaign <ul><li>GOAL = Increase fan engagement </li></ul><ul><li>Launched – March 2011 </li></ul><ul><li>Process: </li></ul><ul><ul><li>Weekly quizzes </li></ul></ul><ul><ul><li>Winners highlighted at end of each month on CDC page </li></ul></ul>
    24. 24. Ask the Expert Campaign <ul><li>GOAL = Increase fan engagement </li></ul><ul><li>Launched ONLY in English </li></ul><ul><li>Process: </li></ul><ul><ul><li>Fans ask questions of experts during specific time frame </li></ul></ul><ul><ul><li>Answers posted by expert </li></ul></ul>
    25. 25. Facebook Advertising <ul><li>Targeted audiences on specific pages </li></ul>Average Growth = 550 fans/ week
    26. 26. Twitter Advertising Promoted Accounts: CDC selected as Beta advertiser on Twitter
    27. 27. Developing a Social Media Calendar <ul><li>Calendar based on… </li></ul><ul><ul><li>Social listening tools and software </li></ul></ul><ul><ul><li>Public Health Annual Calendar of events </li></ul></ul><ul><ul><li>Primary CDC campaigns </li></ul></ul><ul><ul><li>“ Hot topics” in CDC English social media channels </li></ul></ul><ul><ul><li>Short term findings of “Hot topics” in CDC Spanish social media channels </li></ul></ul>
    28. 28. Social Listening Tools: “What is the Hispanic Community talking about?”
    29. 29. Top 10 Health topics of primary interest to Hispanic Community <ul><li>Cancer </li></ul><ul><li>Cardiovascular disease </li></ul><ul><li>Obesity & Physical activity (also from ACSI CDC enEspanol data) </li></ul><ul><li>Pregnancy </li></ul><ul><li>Diabetes </li></ul><ul><li>Nutrition & Food Safety </li></ul><ul><li>Depression ( topic = post with 2 nd most engagements since Spanish SM launch) </li></ul><ul><li>Disease prevention (#1 topic from ACSI CDC enEspanol data) </li></ul><ul><li>Tobacco ( Vital Signs and Winnable Battles) </li></ul><ul><li>Unintentional Injury ( Vital Signs and Winnable Battles) </li></ul><ul><li>(Note: Topics 1 -6 determined by Social Listening report) </li></ul>
    30. 30. 2011 CDC Spanish Social Media Promotional Calendar
    31. 31. RESULTS OF THE CAMPAIGN <ul><li>GOAL 5 </li></ul>
    32. 32. Facebook and Twitter fan growth : First 3 months of campaign
    33. 33. Facebook and Twitter fan engagement: First 3 months of campaign
    34. 34. CDC Facebook and Twitter: Growing Daily <ul><li>Facebook: </li></ul><ul><ul><li>3,600+ Facebook Fans in 4 months  </li></ul></ul><ul><ul><li>1,500+ people weekly consume content  </li></ul></ul><ul><ul><li>72+% fans are from the US & Puerto Rico </li></ul></ul><ul><ul><li>Demographics = </li></ul></ul><ul><ul><ul><li>69% Women; 29% Male </li></ul></ul></ul><ul><ul><ul><li>58% 18-34 years old (22% 35 – 44 years old) </li></ul></ul></ul><ul><li>Twitter: </li></ul><ul><ul><li>Growth to 5,100+ followers in 4 months   </li></ul></ul><ul><ul><li>Average of 6 RT’s per post </li></ul></ul><ul><ul><li>Doctors, hospitals, and health organizations among followers </li></ul></ul>
    35. 35. THANK YOU! Questions? <ul><li>U.S. Centers for Disease Control and Prevention </li></ul><ul><li>Office of the Association Director for Communication </li></ul>Ilanit Kateb [email_address] Eric Diaz [email_address]
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×