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How Government Agencies communicate with Hispanics via Social Media 


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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.

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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>
  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. <ul><li>Launched in 2004 </li></ul><ul><li>All content in Spanish </li></ul>
  8. 8. American Customer Satisfaction Index (ACSI) Survey
  9. 9. American Customer Satisfaction Index (ACSI) Survey <ul><li>Spanish language pop up survey distributed through - </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>
  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>
  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: <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]