Using social media todeliver health messagesand engage with Latina  moms and families  Lilliam Acosta-Sanchez, MPH,    Dir...
Overview Background & overview of:    How March of Dimes reaches out for health    Nacersano Target audience for nacer...
Questions well try to answer...•   How can nonprofits use social media to promote their mission    and increase awareness ...
March of DimesMission:   To improve the health of   babies by preventing birth   defects, prematurity and   infant mortali...
About bixalMeaningful Communications and Technology• Founded in 2001• 8(a) certified small business working with governmen...
Pregnancy & NewbornHealth Education Center     Then                       Now     (English & some Spanish)   (English & Sp...
Reaching out for Hispanic healthIntegrated presence using “nacersano”:•   Print – English, Spanish, bilingual•   Web - nac...
We use social media to…• Deliver relevant health messages• Engage with our target audiences around their health  informati...
Target audiencesSpanish-preferring Latinas who are:    • Planning a pregnancy    • Pregnant    • New momsTheir familiesMis...
Best practices• Audience Focus• Culturally-Relevant Design and Content• Effective Use of Social Media
Diverse Hispanic community• Countries of origin• Cultural predispositions• Levels of acculturation• Language preferences• ...
Audience focus
Design and content•   High quality•   Culturally-relevant•   Focused on needs and interests of specific audience•   Publis...
nacersano.org
Attention to quality           Source: AOL Latino Cyberstudy
Social mediaUsing an effective and integrated approach to...•   Publish•   Inform•   Interact•   Listen•   Refine content ...
Blog
Latinos and Facebook• Between April 2010 and April 2011, Latinos use of FB grew  167% in contrast to 21% for non-Hispanics...
Facebook.com/nacersano
Facebook conversation
Twitter use
@nacersano
@nacersanobaby
Twitter conversation
YouTube  Black and Hispanic internet users consume the most video, with  76% of African-Americans and 81% of Hispanics rep...
Educational videos
Educational videos
Personalized e-newsletters
E-newsletters
E-mail
Key points to remember•   Social media can be a useful tool to promote your mission and    increase awareness of your nonp...
Next steps• Expand Spanish-language video offerings.• Redesign nacersano.org.• iPad app – My 9 months/Mis 9 meses
Questions?
Stay in touch@nacersano@bixal
March of Dimes and Bixal  - Using social media to deliver health messages
March of Dimes and Bixal  - Using social media to deliver health messages
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March of Dimes and Bixal - Using social media to deliver health messages

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Through the March of Dimes Hispanic Outreach efforts, millions of women and their families from around the world can actively participate in their own health decisions by gathering information, receiving answers to often complicated and difficult questions and getting support from other community members who are in similar situations. Social media has expanded the way we communicate with our audience. Through an integrated Spanish language presence online, the March of Dimes maximizes outreach and engagement across audiences and media. It provides bilingual access to the Pregnancy & Newborn Health Education Center through which women have received answers to over 23,000 personal questions in 2011. The Spanish-only website, nacersano.org, had over 7 million unique visitors in 2011 and its blog had an average of 1,650 views per day.
In this session you’ll learn how the March of Dimes uses the web and social media to deliver solid health information that meets the needs of Hispanic women, reinforces positive behavior and furthers its mission to improve the health of all babies. March of Dimes has developed a unique and culturally-tailored presence to engage, educate and inform their specific segment of the Hispanic community. From culturally-relevant imagery and content focused on the specific needs of its audience to using social media to engage Latinas and answer their questions, the March of Dimes is a useful case study for other nonprofits (and even for profits) on how to reach and serve this dynamic and diverse audience.

In this session you will learn:
How nonprofits can use social media to promote their mission and increase awareness within their Hispanic community?
How to identify key issues and/or messages that are relevant to the Hispanic community and will help create conversation.
Why high-quality content focused on the needs of your Hispanic audience is important?
How does the March of Dimes plan to continue building on its successful experience?

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March of Dimes and Bixal - Using social media to deliver health messages

  1. 1. Using social media todeliver health messagesand engage with Latina moms and families Lilliam Acosta-Sanchez, MPH, Director, Latino Outreach Carla Briceño, Co-founder Bixal April 10, 2012 Hispánicize
  2. 2. Overview Background & overview of:  How March of Dimes reaches out for health  Nacersano Target audience for nacersano Best practices  Audience focus  Design and content  Use of social media Next steps Q&A
  3. 3. Questions well try to answer...• How can nonprofits use social media to promote their mission and increase awareness within their Hispanic community?• How do you identify key issues and/or messages that are relevant to the Hispanic community and will help create conversation?• Why is high-quality content focused on the needs of your Hispanic audience important?• How does the March of Dimes plan to continue building on its successful experience?
  4. 4. March of DimesMission: To improve the health of babies by preventing birth defects, prematurity and infant mortality.Carried out through: • Research • Community programs • Advocacy • Education
  5. 5. About bixalMeaningful Communications and Technology• Founded in 2001• 8(a) certified small business working with government, nonprofit and commercial clients• Focused on helping our clients in the U.S. and Latin America use culturally-relevant communications and innovative technologies to reach their audiences and achieve their goals
  6. 6. Pregnancy & NewbornHealth Education Center Then Now (English & some Spanish) (English & Spanish) Print Print Call center Web Email Email E-newsletters Video Social media
  7. 7. Reaching out for Hispanic healthIntegrated presence using “nacersano”:• Print – English, Spanish, bilingual• Web - nacersano.org (including email)• Blog - blog.nacersano.org• Twitter - @nacersano; @nacersanobaby• Twitter chats - #nacersano; #nacersanobaby• Facebook - facebook.com/nacersano• YouTube - youtube.com/marchofdimes.com
  8. 8. We use social media to…• Deliver relevant health messages• Engage with our target audiences around their health information needs• Build relationships by providing excellent customer service and enhancing mission awareness
  9. 9. Target audiencesSpanish-preferring Latinas who are: • Planning a pregnancy • Pregnant • New momsTheir familiesMission-affected families
  10. 10. Best practices• Audience Focus• Culturally-Relevant Design and Content• Effective Use of Social Media
  11. 11. Diverse Hispanic community• Countries of origin• Cultural predispositions• Levels of acculturation• Language preferences• Use of technology• Needs and interests
  12. 12. Audience focus
  13. 13. Design and content• High quality• Culturally-relevant• Focused on needs and interests of specific audience• Publish regularly• Use various channels
  14. 14. nacersano.org
  15. 15. Attention to quality Source: AOL Latino Cyberstudy
  16. 16. Social mediaUsing an effective and integrated approach to...• Publish• Inform• Interact• Listen• Refine content and messaging
  17. 17. Blog
  18. 18. Latinos and Facebook• Between April 2010 and April 2011, Latinos use of FB grew 167% in contrast to 21% for non-Hispanics.• Latinos are catching up with the general market: FB has 70% penetration among Latinos online versus 72% for the general population. Source: Comscore
  19. 19. Facebook.com/nacersano
  20. 20. Facebook conversation
  21. 21. Twitter use
  22. 22. @nacersano
  23. 23. @nacersanobaby
  24. 24. Twitter conversation
  25. 25. YouTube Black and Hispanic internet users consume the most video, with 76% of African-Americans and 81% of Hispanics reporting that they used video-sharing sites.Source: Pew Internet & American Life
  26. 26. Educational videos
  27. 27. Educational videos
  28. 28. Personalized e-newsletters
  29. 29. E-newsletters
  30. 30. E-mail
  31. 31. Key points to remember• Social media can be a useful tool to promote your mission and increase awareness of your nonprofit cause.• Understand your audiences and their specific needs to develop high-quality content.• Use social media to listen and refine.• High-quality content is key to attract your audience.
  32. 32. Next steps• Expand Spanish-language video offerings.• Redesign nacersano.org.• iPad app – My 9 months/Mis 9 meses
  33. 33. Questions?
  34. 34. Stay in touch@nacersano@bixal
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