“Strategies to Reach and Inform a New Latino America” by Cliff Despres, IHPR at UTHSCSA<br />
The Latino<br />Boom<br />“A new generation has emerged, with a new Latino DNA.”<br />— Hernan Lopez,       <br />     Fox...
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4<br />
5<br />
6<br />
What Does It Mean?<br />“These kids hate Telemundo. They hate Univisión. They don’t watch SábadoGigante. They watch the WB...
Latino and a Digital Divide?<br /><ul><li>Hispanics use the Internet relatively as much as other groups
2005 had smart phone: 5% Hispanic /9% nation
2010 had smart phone: 19% Hispanic /23% nation</li></ul>G. Livingston, The Latino Digital Divide: The Native Born versus T...
Latino and a Digital Divide?<br />Compared to nat’l average, Hispanics:<br /><ul><li>Text more (64% vs. 56%)
Download music more (22% vs. 15%)
Play games more(19% vs. 15%)
Use social networks more (12% vs. 10%)
More likely to remember digital ads</li></ul>More youth engaged in social media compared to non-Hispanics <br />	More rece...
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"Strategies to Reach and Inform a New Latino America" by Cliff Despres

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Presentation by Cliff Despres of the Institute for Health Promotion Research on their SaludToday website and social media outreach to inform & improve Latino health.

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"Strategies to Reach and Inform a New Latino America" by Cliff Despres

  1. 1. “Strategies to Reach and Inform a New Latino America” by Cliff Despres, IHPR at UTHSCSA<br />
  2. 2. The Latino<br />Boom<br />“A new generation has emerged, with a new Latino DNA.”<br />— Hernan Lopez, <br /> Fox TV<br />
  3. 3. 3<br />
  4. 4. 4<br />
  5. 5. 5<br />
  6. 6. 6<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10. What Does It Mean?<br />“These kids hate Telemundo. They hate Univisión. They don’t watch SábadoGigante. They watch the WB.”<br />— Beatrice Rangel, <br /> AMLA Consulting<br />
  11. 11. Latino and a Digital Divide?<br /><ul><li>Hispanics use the Internet relatively as much as other groups
  12. 12. 2005 had smart phone: 5% Hispanic /9% nation
  13. 13. 2010 had smart phone: 19% Hispanic /23% nation</li></ul>G. Livingston, The Latino Digital Divide: The Native Born versus The Foreign Born, Pew Hispanic Center, 2010 <br />
  14. 14. Latino and a Digital Divide?<br />Compared to nat’l average, Hispanics:<br /><ul><li>Text more (64% vs. 56%)
  15. 15. Download music more (22% vs. 15%)
  16. 16. Play games more(19% vs. 15%)
  17. 17. Use social networks more (12% vs. 10%)
  18. 18. More likely to remember digital ads</li></ul>More youth engaged in social media compared to non-Hispanics <br /> More receptive to off-line activities via text, Twitter, and Facebook<br />G. Livingston, The Latino Digital Divide: The Native Born versus The Foreign Born, Pew Hispanic Center, 2010; Google and Ipsos OTX MediaCT study , 2010; C. Rubin, Why digitial Ads are the Way to Reach US Hispanics 1.31.2011, Inc.; Terra Ad Study, Terra.com, 2011<br />
  19. 19. Why Can’t We?<br />
  20. 20. Web site<br /><ul><li>Logo
  21. 21. PSA/Videos
  22. 22. Tell your Own Stories
  23. 23. WordPress blog
  24. 24. Social media pages (Facebook fan page, Twitter page, YouTube account)</li></ul>www.saludtoday.com<br />
  25. 25. WordPress<br />Blog<br /><ul><li>Aim: Uncover and share interesting, easy-to-digest news and stories related to mission to improve Latino health
  26. 26. Audience: Academics, researchers, public
  27. 27. 745 subscribers/contributors
  28. 28. More than 8,000 page views</li></ul>www.saludtoday.com/blog<br />
  29. 29. WordPress<br />Blog<br /><ul><li>User registration
  30. 30. Search posts (by subject)
  31. 31. Posts with photos
  32. 32. Posts with embedded videos</li></ul>www.saludtoday.com/blog<br />
  33. 33. WordPress<br />Blog<br />Plugins<br /><ul><li>Rotating Photo Header
  34. 34. Sign up for Blog RSS Feed via Email
  35. 35. Twitter Feed
  36. 36. Facebook Feed
  37. 37. AddToAny: Share Button</li></ul>WordPressPlugin Directory:<br />http://wordpress.org/extend/plugins/<br />
  38. 38. WordPress Blog: Behind the Scenes<br />
  39. 39. Twitter<br />http://twitter.com/SaludToday<br />
  40. 40. Twitter<br />http://twitter.com/SaludToday<br />Why do we like Twitter?<br /><ul><li>Target particular audience(s)
  41. 41. Open format encourages conversations and builds relationships
  42. 42. Can use hashtags (i.e., #latino) to improve reach of Tweets
  43. 43. All the cool kids are doing it</li></ul>@hwinkler4real<br />
  44. 44. http://www.facebook.com/saludtoday/pages/SaludToday/160946931268<br />Facebook<br />
  45. 45. YouTube Channel<br />Why do we like YouTube?<br /><ul><li>Easy to upload, post videos
  46. 46. We’ve had more than 20,000 views of our 20 videos
  47. 47. When we upload a video, we have a plugin that automatically generates an “I uploaded a video” Tweet on Twitter</li></ul>http://www.youtube.com/user/SaludToday<br />
  48. 48. What Does <br />It Take?<br />“If you’re outraged at conditions, then you can’t possibly be free or happy until you devote all your time to changing them and do nothing but that.”<br />— Cesar Chavez, Activist<br />
  49. 49. How to Get Social Media Content<br /><ul><li>Subscribe to a “feed reader,” a free service that aggregates news and blog feeds from across the Internet (Google, Bloglines, etc.)
  50. 50. Own newsletters, projects, colleagues</li></li></ul><li>My Average Day in Social Media<br />Mornings: 1 hour<br /><ul><li>Write at least one blog post a day (then share it on Twitter/Facebook)
  51. 51. Mine, identify, write, edit and post other relevant content to Twitter (5 Tweets/day), Facebook (1 post/day)</li></ul>Early afternoon: 15 minutes<br /><ul><li>Identify and post relevant content to Twitter and Facebook
  52. 52. Monitor comments and contributions for approval before posting</li></ul>Intermittent<br /><ul><li>Monitor blog comments and contributions for approval before posting
  53. 53. Respond to inquiries on Facebook, Twitter
  54. 54. During breaks/lulls, search for new Twitter/Facebook followers</li></li></ul><li>Analytics /Metrics: Blog<br />What’s Measured<br /># posts<br /># subscribers/contributors<br /># comments<br /># receive posts via daily email<br />Google Analytics is set up for the SaludToday Web site itself (not the blog), and we’ve had more than 10,000 site views. <br />Google Analytics also tells us the number of posts-by-email subscribers (111) via Feedburner<br />What’s Measured: Actual Numbers<br />452 posts<br />900 subscribers/contributors<br />44 comments<br />111 receive posts via daily email<br />
  55. 55. Analytics /Metrics: FB & Twitter<br />What’s Measured<br /># posts<br /># page likes<br /># interactions per post<br />What’s Measured<br /># Tweets<br /># followers<br /># listed<br /># retweeted<br />
  56. 56. Analytics /Metrics: YouTube<br />What’s Measured<br /># total uploads <br /># channel views<br /># total upload views<br /># subscribers<br /># views per video<br />Our Measurements<br />20 total uploads <br />4,625 channel views<br />20,360 total upload views<br />27 subscribers<br />1,018 views per video<br />
  57. 57. Challenges & Lessons<br />“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”<br />— Margaret Mead, Scientist<br />
  58. 58. Challenges<br /><ul><li>Social media is not my main task
  59. 59. There is no “back-up” person in my office to make blog posts or handle social media when I am out
  60. 60. I have little time to update SaludToday Web site itself; rather focus most of my attention on blog and social media
  61. 61. Analytics/metrics; no one is enough like us to compare to
  62. 62. Really hard to gauge whether efforts are making an impact</li></li></ul><li>Lessons Learned/Suggestions<br /><ul><li>Social media is a daily task; a dedicated amount of time (that you determine works for you) must be set aside to make this happen
  63. 63. Subscribe to a “feed reader” – makes things much easier
  64. 64. Prepare for work/project/grant crunches by proactively mining and writing content to use on a rainy day
  65. 65. Promote your social media on your Web sites, brochures, publications, presentations at conferences, etc.
  66. 66. Cross-pollinate: Occasionally urge your blog followers to join you on Twitter/FB, etc.
  67. 67. Explore plugins to dress up your blog, Web site</li></li></ul><li>Thanks!<br />despres@uthscsa.edu<br />Get Latino health news/videos at:<br />Blog:SaludToday.com/blog<br />Twitter:Twitter.com/SaludToday<br />YouTube:Youtube.com/user/SaludToday<br />Facebook: www.facebook.com/saludtoday/pages/<br />saludtoday/160946931268<br />

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