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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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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 del 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