How Government Agencies communicate with Hispanics via Social Media

Ilanit Kateb, MS, MBA Centers for Disease Control and Prevention Eric Diaz DK Web Consulting
National Hispanicize Conference
April 7 th , 2011
How Government Agencies communicate with Hispanics via Social Media Case Study: CDC Social Media campaign
U.S. Centers for Disease Control and Prevention
Office of the Association Director for Communication

Centers for Disease Control and Prevention (CDC) Atlanta, GA

Presentation Goals
Define why the CDC chose to provide tailored health channels specific to the Hispanic community
Identify the primary goals and communication messages of the campaign
List the channels used to communicate these messages
Describe promotional campaigns
Provide the results of the campaign

WHY PROVIDE TAILORED HEALTH CHANNELS SPECIFIC TO THE HISPANIC COMMUNITY
GOAL 1

Data, Data, Data…
Hispanics make up 16% of US population ( US Census 2010)
2/3 of Latinos are online ( 2009 Ipsos’ US Hispanic Omnibus study )
47% of Spanish-dominant Latinos use the internet (Pew Hispanic Center, 2010)

48% of Online Latinos have profiles on social networking websites (Interactive Advertising Bureau, 2010)
21% of U.S. Bloggers are Latinos
(Felippe Korzenny, 2010)
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)

www.CDC.gov/spanish
Launched in 2004
All content in Spanish

www.CDC.gov/spanish American Customer Satisfaction Index (ACSI) Survey

www.CDC.gov/spanish American Customer Satisfaction Index (ACSI) Survey
Spanish language pop up survey distributed through - www.cdc.gov/spanish
Surveys completed = 5,889 since July 2009
Average customer satisfaction rating = 85%
Results indicate that primary demographic is….
62% are 35-64 years old
75% have a college or advanced degree
56% female; 41% male

Outbreaks and Events: Identified a needs for Bilingual communications
Post 9/11 Bilingual Emergency Communications
Anthrax
SARS
Smallpox
West Nile
Natural Disasters
Hurricanes
H1N1
And other bi-national and international responses
Several other outbreaks and events…

PRIMARY GOALS AND COMMUNICATION MESSAGES OF THE CAMPAIGN
GOAL 2

Primary campaign goals
CDC en Español Facebook & @CDCespanol Twitter will serve as the hub of information and conversation for the Hispanic community on health, safety & protection
CDC social media is to be an open channel of communication with Hispanics , where they can interact, be informed, ask questions & share their stories

Primary Campaign Goals: YEAR 1
1. Grow number of Facebook fans and Twitter followers
2. Develop and launch 3 campaigns that increase user engagement and interactivity
3. Develop editorial calendar of health awareness topics to deliver culturally relevant and timely health information to the Hispanic audience

CHANNELS USED TO COMMUNICATE PRIMARY MESSAGES
GOAL 3

Primary Social Media Channels
Facebook: CDC en Español
Twitter: CDCespanol
YouTube: CDCStreamingHealth
Mobile at CDC

Facebook: CDC EnEspanol
Launched Dec 1 2010
3,600+ Fans
10+ Interactions/post
2,500+ monthly active users

Twitter: @CDCespanol
Launched Dec 1 2010
5,100+ Fans
Listed 78 times
6+ Mentions/ posts
Verified account

You Tube: CDC Streaming Health
6,400+ Subscribers
3.8MM+ Upload Views
296,000+ Channel Views

Mobile Website: http://m.cdc.gov
CDC's Mobile Site in Spanish
Expanded content delivery still in development
Information available on…
Seasonal flu
Emergency preparedness
Traveler’s Health

PROMOTIONAL CAMPAIGNS
GOAL 4

Primary Campaign Goals revisited: YEAR 1

Spanish Social Media Campaigns – Year 1 Health Superstars Ask the Expert Advertising

Health Superstars Campaign
GOAL = Increase fan engagement
Launched – March 2011
Process:
Weekly quizzes
Winners highlighted at end of each month on CDC page

Ask the Expert Campaign
GOAL = Increase fan engagement
Launched ONLY in English
Process:
Fans ask questions of experts during specific time frame
Answers posted by expert

Facebook Advertising
Targeted audiences on specific pages
Average Growth = 550 fans/ week

Twitter Advertising Promoted Accounts: CDC selected as Beta advertiser on Twitter

Developing a Social Media Calendar
Calendar based on…
Social listening tools and software
Public Health Annual Calendar of events
Primary CDC campaigns
“ Hot topics” in CDC English social media channels
Short term findings of “Hot topics” in CDC Spanish social media channels

Social Listening Tools: “What is the Hispanic Community talking about?”

Top 10 Health topics of primary interest to Hispanic Community
Cancer
Cardiovascular disease
Obesity & Physical activity (also from ACSI CDC enEspanol data)
Pregnancy
Diabetes
Nutrition & Food Safety
Depression ( topic = post with 2 nd most engagements since Spanish SM launch)
Disease prevention (#1 topic from ACSI CDC enEspanol data)
Tobacco ( Vital Signs and Winnable Battles)
Unintentional Injury ( Vital Signs and Winnable Battles)
(Note: Topics 1 -6 determined by Social Listening report)

2011 CDC Spanish Social Media Promotional Calendar

RESULTS OF THE CAMPAIGN
GOAL 5

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
Facebook:
3,600+ Facebook Fans in 4 months
1,500+ people weekly consume content
72+% fans are from the US & Puerto Rico
Demographics =
69% Women; 29% Male
58% 18-34 years old (22% 35 – 44 years old)
Twitter:
Growth to 5,100+ followers in 4 months
Average of 6 RT’s per post
Doctors, hospitals, and health organizations among followers

THANK YOU! Questions?
U.S. Centers for Disease Control and Prevention
Office of the Association Director for Communication
Ilanit Kateb [email_address] Eric Diaz [email_address]

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How Government Agencies communicate with Hispanics via Social Media

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How Government Agencies communicate with Hispanics via Social Media Presentation Transcript