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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Maria Barker, Multicultural Programs Manager at PPWI, is a bilingual (Spanish/English) community educator of Mexican origin. She has facilitated reproductive health education programming including hundreds of home health parties for the Latino community since 2003. She is well recognized for training and using lay community workers known as Promotores de Salud to reach the Latino community. Maria is a graduate of the Latino Nonprofit Leadership Program through UW-Milwaukee and Cardinal Stritch University, and is a Certified Sexuality Educator by Planned Parenthood of Western Washington and Centralia College.
Al Castro, MS BSSW, Program Director at the United Community Center of Milwaukee, manages the UCC Health Research Department, which collaborates with universities to conduct community-engaged research to develop programs and services that address health issues and inequities in the Latino community. Castro holds a BS in Social Work from Carroll University and an MS in Business Management from Cardinal Stritch University. Castro is a licensed social worker in Wisconsin and is fluent in Spanish.
Angeles Soria Rodriguez, a Mexican immigrant, started her community service by helping co-workers and neighbors access health care, hospitals, courts, DMVs, and other resources. When Angeles moved to Milwaukee, she volunteered at community organizations and attended comprehensive trainings about cardiovascular and mental health, financial management, and nutrition. Angeles now concentrates her volunteer efforts on creating leadership among Latina women and reducing Latino obesity. As a health promoter at PPWI, she uses the Cuidandonos Creceremos mas Sanos curriculum she helped develop to facilitate home health parties that help Latino families get comfortable talking about healthy
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- 2. Centers for Disease Control and Prevention (CDC) Atlanta, GA
- 8. www.CDC.gov/spanish American Customer Satisfaction Index (ACSI) Survey
- 21. Primary Campaign Goals revisited: YEAR 1
- 22. Spanish Social Media Campaigns – Year 1 Health Superstars Ask the Expert Advertising
- 26. Twitter Advertising Promoted Accounts: CDC selected as Beta advertiser on Twitter
- 28. Social Listening Tools: “What is the Hispanic Community talking about?”
- 30. 2011 CDC Spanish Social Media Promotional Calendar
- 32. Facebook and Twitter fan growth : First 3 months of campaign
- 33. Facebook and Twitter fan engagement: First 3 months of campaign
Editor's Notes
- Note: Talk about campaign results
- Note: Talk about English campaign success
- Tested images and messages Pairing with landing pages to make it more convenient to become a fan Targeted the ads (top 10 Hispanic markets, popular health pages, by specific health topic, Spanish speaking…)
- Promoted Accounts Phenomenal growth observed