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, ...

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

    • 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
    • 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
    • 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?
    • 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
    • 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
    • Pregnancy & NewbornHealth Education Center Then Now (English & some Spanish) (English & Spanish) Print Print Call center Web Email Email E-newsletters Video Social media
    • 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
    • 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
    • Target audiencesSpanish-preferring Latinas who are: • Planning a pregnancy • Pregnant • New momsTheir familiesMission-affected families
    • 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• Use of technology• Needs and interests
    • Audience focus
    • Design and content• High quality• Culturally-relevant• Focused on needs and interests of specific audience• Publish regularly• Use various channels
    • nacersano.org
    • Attention to quality Source: AOL Latino Cyberstudy
    • Social mediaUsing an effective and integrated approach to...• Publish• Inform• Interact• Listen• Refine content and messaging
    • Blog
    • 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
    • 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 reporting that they used video-sharing sites.Source: Pew Internet & American Life
    • 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 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.
    • Next steps• Expand Spanish-language video offerings.• Redesign nacersano.org.• iPad app – My 9 months/Mis 9 meses
    • Questions?
    • Stay in touch@nacersano@bixal