During this webinar, you will hear from social media strategists from USAGov and Salud America! They will share with attendees their experience coordinating and managing bilingual Twitter Chats. You will learn what is the best way to get started, how to choose the best topic and promote the chat, when it’s a good idea to partner with other organizations and how to measure success.
2. 11,700,000+
U.S. Hispanics on Twitter
Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010;
**Selig Center of Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity,
eMarketer, 2014
3. 24%Of Twitter users are Hispanic
43%Prefer to tweet in English AND in Spanish
81%Of Hispanic users access Twitter through a mobile device
4. ¡Sí!
Digitally Savvy!
■ Hispanics make up 24% of Twitter users
an over index on Twitter usage by 30%
■ 81% of users check Twitter at least one a day
versus 76% of general users
■ 81% check Twitter at least once a day
■ 61% tweet at least once a day Sources: Twitter / DB5 / Ahzul, Hispanic User Profile, 2014; *U.S. Census, 2010; **Selig Center of
Multicultural Economy Report, 2012; ***U.S. Twitter Users by Race/Ethnicity, eMarketer, 2014
5. What We’ll Cover
How to:
1. Fulfill your mission to do outreach
2. Identify key topics for your audience
3. Decide language elements
4. Build partnerships
5. Contact influencers
6. Measure your efforts
12. Anticipate Questions
Preparation is always key
1. Be ready to answer questions live; have resources
ready
2. Have questions and answers prepared
3. Look at what questions people are asking about the
subject you’re intending to cover
13. Leverage Your Data and Audience
Ideas:
■ Look at what’s performed well or what
topics are really popular for your audience
■ Ask your audience what they’d like to learn
more about
■ Research an angle that’s not already being
covered widely
■ Leverage hashtags being used
19. Coordination
1. Pick a topic and hashtag -
preferably unique unless
this is part of a larger
effort
2. Write out anticipated
questions and answer
them.
3. Figure out whom will
answer what questions.
4. Draft messages that
include your hashtag that
drive traffic to your site.
Communication
1. Promotion messages via
social media channels,
from a feature on our
website, via e-mail
2. Make a conference call
line available to discuss
any technical issues or
other topics during the
chat.
3. Monitor for questions
from the public or
influencers.
Post Lessons
Learned
■ Regroup to discuss chat and
what could be improved in
the future
■ Take inventory of which
tweets and topics did well
and what resonated
■ Take note of who
participated
Three Critical Components
20. Images
At the heart of every
successful campaign. Pro
tip: include partners or tag
them on Twitter
All Campaigns Should Feature Images People Can Share
28. Twitter Chat Storify + Promotion
Use data to inform our
content and social
media strategy
Content Lifecycle
29. Content Lifecycle
Why Storify is a great way to
recap a Twitter chat and
archive your tweets for future
content ideas.
https://storify.com/saludtoda
y
30. What we learn and apply
Some things resonate, some things don’t.
That’s OK!
31. Topics @GobiernoUSA and @USagov Has Covered
Health
#Asegúrate
#Enroll365
#GetCovered
#HHMSalud
#NMHM15Storm
#OurSalud
#SaludTues
#YesSalud
Consumer
#NCPW
#FTCcharla
#midinero
Benefits
#SSACharla
#OurSalud
#Vivienda
Voter
Registration
#VoteUSA
#HHMA
#HazteCiudadano
32. Topics @SaludToday Has Covered
Health
#SaludTues
Latino obesity—#BetterFood
Latino obesity—#HealthierSchools
Latino obesity—#ActiveSpaces
Latino obesity—#SugaryDrinks
Latino obesity—#FoodMarketing
Health disparities
Diabetes
Cancer
HIV/AIDS
Parkinson’s Disease
34. Other Key Takeaways to Keep in
Mind
Stay:
CONSISTENT - don’t send tweets every three days or when you have a chat, send
something at least every day
CULTURALLY RELEVANT - don’t literally translate something
ON MESSAGE - it builds trust, don’t suddenly switch from informal to formal use if
you’re using Spanish.
FOCUSED - send people to a good experience, try not to mix URLs. Unless you let
them know the info is only available in English then say “en inglés”
IN TOUCH - with your partners and influencers and of course...your audience!
35. Thanks!
Any questions?
You can find us at:
victoria.wales@gsa.gov
ValenzuelaCA@uthscsa.edu
@USAgov @GobiernoUSA @SaludToday
36. Credits
Special thanks to all the people who made and released
these awesome resources for free:
■ Presentation template by SlidesCarnival
■ Photographs by Unsplash
Hinweis der Redaktion
LEILANI
VICTORIA
VICTORIA
VICTORIA
CARLOS
CARLOS
CARLOS with one note from Victoria
CARLOS
CARLOS
CARLOS
VICTORIA
VICTORIA
VICTORIA with any notes from CARLOS
VICTORIA with a note from CARLOS, VICTORIA will prompt