“Strategies to Reach and Inform a New Latino America” by Cliff Despres, IHPR at UTHSCSA

The LatinoBoom“A new generation has emerged, with a new Latino DNA.”— Hernan Lopez, Fox TV

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What Does It Mean?

“These kids hate Telemundo. They hate Univisión. They don’t watch Sábado Gigante. They watch the WB.”— Beatrice Rangel, AMLA Consulting

Latino and a Digital Divide?

• Hispanics use the Internet relatively as much as other groups• 2005 had smart phone: 5% Hispanic /9% nation• 2010 had smart phone: 19% Hispanic /23% nation

G. Livingston, The Latino Digital Divide: The Native Born versus The Foreign Born, Pew Hispanic Center, 2010

Compared to nat’l average, Hispanics:• Text more (64% vs. 56%)

• Download music more (22% vs. 15%)

• Play games more (19% vs. 15%)

• Use social networks more (12% vs. 10%)

• More likely to remember digital ads

G. Livingston, The Latino Digital Divide: The Native Born versus The Foreign Born, Pew Hispanic Center, 2010; Google and Ipsos OTX MediaCT study , 2010; C. Rubin, Why digitial Ads are the Way to Reach US Hispanics 1.31.2011, Inc.; Terra Ad Study, Terra.com, 2011

More youth engaged in social media compared to non-Hispanics

More receptive to off-line activities via text, Twitter, and Facebook

Latino and a Digital Divide?

Why Can’t We?

• Logo

• PSA/Videos

• Tell your Own Stories

• WordPress blog

• Social media pages (Facebook fan page, Twitter page, YouTube account)

Web site

www.saludtoday.com

WordPressBlog• Aim: Uncover and share

interesting, easy-to-digest news and stories related to mission to improve Latino health

• Audience: Academics, researchers, public

• 745 subscribers/contributors

• More than 8,000 page views

www.saludtoday.com/blog

WordPressBlog

• User registration

• Search posts (by subject)

• Posts with photos

• Posts with embedded videos

www.saludtoday.com/blog

WordPress Plugin Directory:

http://wordpress.org/extend/plugins/

WordPressBlogPlugins• Rotating Photo Header

• Sign up for Blog RSS Feed via Email

• Twitter Feed

• Facebook Feed

• AddToAny: Share Button

WordPress Blog: Behind the Scenes

Twitter http://twitter.com/SaludToday

TwitterWhy do we like Twitter?

• Target particular audience(s)

• Open format encourages conversations and builds relationships

• Can use hashtags (i.e., #latino) to improve reach of Tweets

• All the cool kids are doing it

@hwinkler4real

http://twitter.com/SaludToday

Facebook http://www.facebook.com/saludtoday/pages/SaludToday/160946931268

YouTube Channel

http://www.youtube.com/user/SaludToday

Why do we like YouTube?

• Easy to upload, post videos

• We’ve had more than 20,000 views of our 20 videos

• When we upload a video, we have a plugin that automatically generates an “I uploaded a video” Tweet on Twitter

What Does It Take?

“If you’re outraged at conditions, then you can’t possibly be free or happy until you devote all your time to changing them and do nothing but that.”

— Cesar Chavez, Activist

How to Get Social Media Content

• Subscribe to a “feed reader,” a free service that aggregates news and blog feeds from across the Internet (Google, Bloglines, etc.)

• Own newsletters, projects, colleagues

My Average Day in Social MediaMornings: 1 hour• Write at least one blog post a day (then share it on Twitter/Facebook)

• Mine, identify, write, edit and post other relevant content to Twitter (5 Tweets/day), Facebook (1 post/day)

Early afternoon: 15 minutes• Identify and post relevant content to Twitter and Facebook

• Monitor comments and contributions for approval before posting

Intermittent• Monitor blog comments and contributions for approval before posting

• Respond to inquiries on Facebook, Twitter

• During breaks/lulls, search for new Twitter/Facebook followers

Analytics/Metrics: BlogWhat’s Measured# posts# subscribers/contributors# comments# receive posts via daily email

Google Analytics is set up for the SaludToday Web site itself (not the blog), and we’ve had more than 10,000 site views.

Google Analytics also tells us the number of posts-by-email subscribers (111) via Feedburner

What’s Measured: Actual Numbers452 posts900 subscribers/contributors44 comments111 receive posts via daily email

Analytics/Metrics: FB & Twitter

Our Measurements

# posts # page likes

# followers

# listed # Retweet per post

# interactions per post

1,863 NA 2,188 133 1/1 NA

NA 229 NA NA NA 1/1

What’s Measured# Tweets# followers# listed# retweeted

What’s Measured# posts# page likes# interactions per post

Analytics/Metrics: YouTubeWhat’s Measured# total uploads# channel views# total upload views# subscribers# views per video

Comparison Agency

Total upload views

LIVESTRONG 28 million

AARP 210 K

NCLR (La Raza) 76 K

RWJF 52 K

NCIgov 47K

AHRQHealthTV 14 K

UTHSCSA NeuroSur 6 K

UTHSCSAmed2011 6 K

NALEO 2 K

NCI Espanol 700

NHLBI 500

Our Measurements20 total uploads4,625 channel views20,360 total upload views27 subscribers1,018 views per video

Challenges & Lessons“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

— Margaret Mead, Scientist

Challenges• Social media is not my main task

• There is no “back-up” person in my office to make blog posts or handle social media when I am out

• I have little time to update SaludToday Web site itself; rather focus most of my attention on blog and social media

• Analytics/metrics; no one is enough like us to compare to

• Really hard to gauge whether efforts are making an impact

Lessons Learned/Suggestions• Social media is a daily task; a dedicated amount of time

(that you determine works for you) must be set aside to make this happen

• Subscribe to a “feed reader” – makes things much easier

• Prepare for work/project/grant crunches by proactively mining and writing content to use on a rainy day

• Promote your social media on your Web sites, brochures, publications, presentations at conferences, etc.

• Cross-pollinate: Occasionally urge your blog followers to join you on Twitter/FB, etc.

• Explore plugins to dress up your blog, Web site

Get Latino health news/videos at:Blog: SaludToday.com/blogTwitter: Twitter.com/SaludTodayYouTube: Youtube.com/user/SaludTodayFacebook: www.facebook.com/saludtoday/pages/saludtoday/160946931268

Thanks!despres@uthscsa.edu