March of Dimes and Bixal - Using social media to deliver health messages
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Transcript of March of Dimes and Bixal - Using social media to deliver health messages
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