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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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Ilanit Kateb, MS, MBA Centers for Disease Control and Prevention
Eric Diaz DK Web Consulting
National Hispanicize ConferenceApril 7th, 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 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 CAMPAIGNSGOAL 4
Primary Campaign Goals revisited:
YEAR 1
Spanish Social Media Campaigns – Year 1
Health Superstars
Health Superstars
Ask the Expert
Advertising
Health Superstars Campaign
GOAL = Increase fan engagement
Launched – March 2011
Process: Weekly quizzesWinners 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 frameAnswers posted by expert
Facebook Advertising
Average
Growth = 550 fans/ week
Targeted audiences on
specific pages
Twitter Advertising
Promoted Accounts: CDC selected as Beta advertiser on
Developing a Social Media Calendar
Calendar based on…
1. Social listening tools and software2. Public Health Annual Calendar of events3. Primary CDC campaigns 4. “Hot topics” in CDC English social media
channels 5. 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
1. Cancer 2. Cardiovascular disease3. Obesity & Physical activity (also from ACSI CDC enEspanol data)4. Pregnancy 5. Diabetes6. Nutrition & Food Safety 7. Depression (topic = post with 2nd most engagements since Spanish SM
launch) 8. Disease prevention (#1 topic from ACSI CDC enEspanol data) 9. Tobacco (Vital Signs and Winnable Battles) 10.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 CAMPAIGNGOAL 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
For more information please contact Centers for Disease Control and Prevention1600 Clifton Road NE, Atlanta, GA 30333Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: [email protected] Web: www.cdc.gov
The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.
THANK YOU! Questions?
Ilanit [email protected]
Eric Diaz [email protected]
U.S. Centers for Disease Control and Prevention
Office of the Association Director for Communication
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