march of dimes and bixal - using social media to deliver health messages
DESCRIPTION
Through the March of Dimes Hispanic Outreach efforts, millions of women and their families from around the world can actively participate in their own health decisions by gathering information, receiving answers to often complicated and difficult questions and getting support from other community members who are in similar situations. Social media has expanded the way we communicate with our audience. Through an integrated Spanish language presence online, the March of Dimes maximizes outreach and engagement across audiences and media. It provides bilingual access to the Pregnancy & Newborn Health Education Center through which women have received answers to over 23,000 personal questions in 2011. The Spanish-only website, nacersano.org, had over 7 million unique visitors in 2011 and its blog had an average of 1,650 views per day. In this session you’ll learn how the March of Dimes uses the web and social media to deliver solid health information that meets the needs of Hispanic women, reinforces positive behavior and furthers its mission to improve the health of all babies. March of Dimes has developed a unique and culturally-tailored presence to engage, educate and inform their specific segment of the Hispanic community. From culturally-relevant imagery and content focused on the specific needs of its audience to using social media to engage Latinas and answer their questions, the March of Dimes is a useful case study for other nonprofits (and even for profits) on how to reach and serve this dynamic and diverse audience. In this session you will learn: How nonprofits can use social media to promote their mission and increase awareness within their Hispanic community? How to identify key issues and/or messages that are relevant to the Hispanic community and will help create conversation. Why high-quality content focused on the needs of your Hispanic audience is important? How does the March of Dimes plan to continue building on its successful experience?TRANSCRIPT
Using social media to deliver health messages and engage with Latina
moms and families
Lilliam Acosta-Sanchez, MPH,
Director, Latino Outreach
Carla Briceño, Co-founder Bixal
April 10, 2012
Hispánicize
Overview Background & overview of:
How March of Dimes reaches out for health
Nacersano
Target audience for nacersano
Best practices
Audience focus
Design and content
Use of social media
Next steps
Q&A
Questions we'll try to answer...
• How can nonprofits use social media to promote their mission
and increase awareness within their Hispanic community?
• How do you identify key issues and/or messages that are
relevant to the Hispanic community and will help create
conversation?
• Why is high-quality content focused on the needs of your
Hispanic audience important?
• How does the March of Dimes plan to continue building on its
successful experience?
March of Dimes Mission:
To improve the health of
babies by preventing birth
defects, prematurity and
infant mortality.
Carried out through:
• Research
• Community programs
• Advocacy
• Education
About bixal Meaningful Communications and Technology
• Founded in 2001
• 8(a) certified small business working with government,
nonprofit and commercial clients
• Focused on helping our clients in the U.S. and Latin America
use culturally-relevant communications and innovative
technologies to reach their audiences and achieve their goals
Pregnancy & Newborn
Health Education Center
Then (English & some Spanish)
Now (English & Spanish)
Print Print
Call center Web
Email Email
E-newsletters
Video
Social media
Reaching out for Hispanic health
Integrated presence using “nacersano”:
• Print – English, Spanish, bilingual
• Web - nacersano.org (including email)
• Blog - blog.nacersano.org
• Twitter - @nacersano; @nacersanobaby
• Twitter chats - #nacersano; #nacersanobaby
• Facebook - facebook.com/nacersano
• YouTube - youtube.com/marchofdimes.com
We use social media to…
• Deliver relevant health messages
• Engage with our target audiences around their health
information needs
• Build relationships by providing excellent customer service and
enhancing mission awareness
Target audiences Spanish-preferring Latinas who are:
• Planning a pregnancy
• Pregnant
• New moms
Their families
Mission-affected families
Best practices • Audience Focus
• Culturally-Relevant Design and Content
• Effective Use of Social Media
Diverse Hispanic community
• Countries of origin
• Cultural predispositions
• Levels of acculturation
• Language preferences
• Use of technology
• Needs and interests
Audience focus
Design and content • High quality
• Culturally-relevant
• Focused on needs and interests of specific audience
• Publish regularly
• Use various channels
nacersano.org
Attention to quality
Source: AOL Latino Cyberstudy
Social media Using an effective and integrated approach to...
• Publish
• Inform
• Interact
• Listen
• Refine content and messaging
Blog
Latinos and Facebook • Between April 2010 and April 2011, Latinos use of FB grew
167% in contrast to 21% for non-Hispanics.
• Latinos are catching up with the general market: FB has 70%
penetration among Latinos online versus 72% for the general
population.
Source: Comscore
Facebook.com/nacersano
Facebook conversation
Twitter use
@nacersano
@nacersanobaby
Twitter conversation
YouTube Black and Hispanic internet users consume the most video, with
76% of African-Americans and 81% of Hispanics reporting that they
used video-sharing sites.
Source: Pew Internet & American Life
Educational videos
Educational videos
Personalized e-newsletters
E-newsletters
Key points to remember • Social media can be a useful tool to promote your mission and
increase awareness of your nonprofit cause.
• Understand your audiences and their specific needs to
develop high-quality content.
• Use social media to listen and refine.
• High-quality content is key to attract your audience.
Next steps • Expand Spanish-language video offerings.
• Redesign nacersano.org.
• iPad app – My 9 months/Mis 9 meses
Questions?
Stay in touch @nacersano
@bixal