Published on December 31, 2013
Social Media Report
My name is George Torres and I am a community builder who presents, promotes, and preserves Latino culture via new media.
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.
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.
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.
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
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
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.
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.
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
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!
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.
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