The #PorTuFamilia mission was to engage the NYC Latino population in a conversation about health awareness via the social web utilizing established distribution of Latino community information. Here were our goals. - To establish a platform using branding (#PorTuFamilia) that can be utilized on Facebook, Twitter, Instagram utilizing ADA approved PSA’s and other Diabetes.org content that support the Feria De Salud project. - To promote Feria De Salud on behalf of the American Diabetes Association including volunteer recruitment. - Use this campaign as a case study to create a baseline of data and develop a long term plan to build a strong community that will serve as brand ambassadors for the American Diabetes Association. Thank you to the members of Hispanicize, Latina Mom Bloggers, Web City Girls, Capicu Cultural Showcase, Being Latino, DigiBunch, Novell Research, Media Rumba, Los Tweens, Pa’Lante Latino, Expresso Con Leche, Autism Wonderland, Bloggers of Health, Jesse Luna, LATISM, Divabetic, Deborah Deras, Vista Hispano, United Latino Professionals, Foxy Family, Latina Leadership Institute, NALFO, AARP En Espanol, Latino Rebels and the very passionate Bohemian Babushka. It was your voices that we heard the loudest and focusing attention thru your influence, content creation and curation. We proved to the non-believers that we are truly a united familia online. Read more: http://www.sofritoforyoursoul.com/thankyou_portufamilia/#ixzz2p5ekdf3p This is an abbreviated version of the final recap.

1. Social Media Report

2. My name is George Torres and I am a community builder who
presents, promotes, and preserves Latino culture via new media.

3. Objective:
To engage the NYC Latino population in a conversation about health awareness via the social web utilizing
established distribution of Latino community information.
To establish a platform using branding (#PorTuFamilia) that can be utilized on Facebook, Twitter, Instagram
utilizing ADA approved PSA’s and other Diabetes.org content that support the Feria De Salud project.
To promote Feria De Salud on behalf of the American Diabetes Association including volunteer recruitment.
Use this campaign as a case study to create a baseline of data and develop a long term plan to build a strong
community that will serve as brand ambassadors for the American Diabetes Association.

4. Process:
To encourage the Sofrito For Your Soul community to share health info on social networks utilizing the
#PorTuFamilia hashtag and engage in an active dialogue. The goal would be to drive participation in Feria De
Salud as well as create a volunteer culture and to add value to existing sponsors.
We curate content from the ADA website and engage in conversation in topics that are already being discussed
concerning Diabetes management and resources online specifically as it relates to the Hispanic / Latino
population.
The #PorTuFamilia hashtag has provided analytics that we can use to measure engagement and
a benchmark for future initiatives.

5. Pre-Launch
Twitter Engagement
June – July
50 tweets from our team engaged 253
twitter users resulting in a total reach
of 470k accounts and a total of 2.6
Million impressions.
This prelaunch campaign was the build
up for a Radio Capicu broadcast about
Feria De Salud on July 14th
Data Source: Keyhole Analytics
Radio Capicu had approximately 100
live listeners and resulted in 3.5k
downloads in 45 days.

6. 30-day
Twitter Engagement
July-August
Post Launch, we saw a significant
increase in engagement base rising to
855 influencers engaged in a National
conversation about diabetes.
This increase resulted in a 2 million
accounts reached [+300% gain]
breaking the 10 Million mark in
impressions.
Data Source: Keyhole Analytics

7. Feria –
Live Social Coverage
August 17th
We reinvested the budget allocated to us by the ADA to create a live “social media team” to
create live short videos and pictures in real time and distribute on Facebook, Instagram and
Twitter. On twitter alone, we delivered #portufamilia info to 360k accounts and generated
over 2.3 million impressions in just 6 hours.
Data Source: Keyhole Analytics

8. Those numbers look great... but who did we engage?
Moms, dads, senior citizens, authors, community builders, law enforcement,
media outlets, radio personalities, entertainers, chefs, reporters, CEOs, non
profits, educators, students celebrities, media professionals, bloggers,
influencers, young people and a whole lot of health professionals.

9. Quick Facts About This
Campaign
•
Unified a Latino Social Media landscape by
having the biggest platforms like Hispanicize,
Being Latino, Latina Mom Bloggers, DigiBunch
and LATISM working towards one common goal.
•
Earned media / blog posts on over 12 different
platforms all highlighting personal stories,
healthy living tips and promos for Feria De Salud.
We also inspired two awesome PSA’s, one by
DigiBunch and another by two grade school girls
in Florida giving tips for their peers on how to
stay healthy. We also produced several blog
posts on our main website to ignite the
conversation.
•
The campaign ignited a organic “call to action”
using user-generated media online urging people
to follow /share health info via the #PorTuFamilia
hashtag on their favorite social networks. These
pictures were highly visible on both Facebook
and Instagram. We have counted 650 entries in
60 days.

10. Facebook Strategy
•
Utilized Facebook Events to recruit volunteers
from the Sofrito For Your Soul / Capicu
Cultural Showcase community, resulting in an
additional 62 potential volunteers from Feria.
•
Utilized a second Facebook invite to target
community members to bring their families to
be screened. That invite yielded 66 RSVPs
and 62 “maybes”
•
Hashtags cannot be tracked on Facebook at
this time but we also did see a significant
increase in activity on the American Diabetes
Association Greater NY page from July 27th
until August 17th

11. And last but not least…
The Celebrity Factor
We leveraged relationships and social clout to get
co-signs from the following celebrities.
#PorTuFamilia pictures from Chef Daisy Martinez
and Matt Hunter.
Retweets from “The View” Co-Host Sheri
Shepard, Frankie Negron, Ingrid Hoffman, John
Leguizamo, Judy Torres, Pablo Guzman,
Fernando Fiore (Univision), Indy 500 Driver Helio
Castroneves and last but not least , a personal
visit from my friend actress Rosario Dawson and
her mom who is diabetic who just wrapped a
new film with comedian Chris Rock early that
morning!
Stay Tuned For Our Recap Video… It’s Coming Soon!

12. Key Takeaways:
•
The #PorTuFamilia hashtag has the potential to be an incredible recruitment tool on a National level
for the ADA ‘s Latino Initiative / Mission Delivery focus all year round.
•
Greater investment is needed to create “socially engaging content” to promote on social media for
Latinos.
•
An opportunity exists for “social ambassadors”, educators who are socially saavy to answer questions
and directly engage people on social media who fit the ADA target demographics. These ambassadors
should be real faces and independent of the ADA social distribution accounts.
•
We have only begun to tap into the potential for more meaningful and life saving
engagement. Sofrito Media Group wants to help grow the ADA’s influence in the
Latino community.