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Ilanit Kateb, MS, MBA  Centers for Disease Control and Prevention  Eric Diaz  DK Web Consulting  ,[object Object],[object Object],How Government Agencies communicate with Hispanics via Social Media  Case Study: CDC Social Media campaign ,[object Object],[object Object]
Centers for Disease Control and Prevention (CDC)  Atlanta, GA
Presentation Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHY PROVIDE  TAILORED HEALTH CHANNELS  SPECIFIC TO THE HISPANIC COMMUNITY ,[object Object]
Data, Data, Data… ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
www.CDC.gov/spanish   ,[object Object],[object Object]
www.CDC.gov/spanish   American Customer Satisfaction Index (ACSI) Survey
www.CDC.gov/spanish   American Customer Satisfaction Index (ACSI) Survey  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Outbreaks and Events:   Identified a needs for Bilingual communications  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRIMARY GOALS  AND  COMMUNICATION MESSAGES  OF THE CAMPAIGN ,[object Object]
Primary campaign goals  ,[object Object],[object Object]
Primary Campaign Goals:  YEAR 1  ,[object Object],[object Object],[object Object]
CHANNELS  USED TO COMMUNICATE PRIMARY MESSAGES ,[object Object]
Primary Social Media Channels ,[object Object],[object Object],[object Object],[object Object]
Facebook: CDC EnEspanol ,[object Object],[object Object],[object Object],[object Object]
Twitter:  @CDCespanol ,[object Object],[object Object],[object Object],[object Object],[object Object]
You Tube: CDC Streaming Health ,[object Object],[object Object],[object Object]
Mobile Website:  http://m.cdc.gov   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROMOTIONAL CAMPAIGNS ,[object Object]
Primary Campaign Goals revisited:  YEAR 1
Spanish Social Media Campaigns – Year 1  Health Superstars Ask the Expert  Advertising
Health Superstars Campaign  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ask the Expert Campaign  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook  Advertising  ,[object Object],Average  Growth = 550 fans/ week
Twitter Advertising  Promoted Accounts:  CDC selected as Beta advertiser on Twitter
Developing a Social Media Calendar  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Listening Tools: “What is the Hispanic Community talking about?”
Top 10 Health topics of primary interest  to Hispanic Community  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2011 CDC Spanish Social Media Promotional Calendar
RESULTS  OF THE CAMPAIGN ,[object Object]
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  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU!  Questions?  ,[object Object],[object Object],Ilanit Kateb [email_address]   Eric Diaz  [email_address]

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How Government Agencies communicate with Hispanics via Social Media 

Notas do Editor

  1. Note: Talk about campaign results
  2. Note: Talk about English campaign success
  3. 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…)
  4. Promoted Accounts Phenomenal growth observed