Document Sample
The six question approach to designing a
field and/or online recruitment strategy
            to reach Latin@s

Presented by:
Bolivar Nieto

 Understand socialization: what is social structure, what are social
  groups, and the definition of strong and weak ties.

 Cultural Script: Latino/Hispanic Cultural Values, Beliefs and

 Explain the 6 question approach to develop a social media
  recruitment plan.

 To illustrate how effective client interaction on social media
  platforms are key to good engagement.
The Basics:
Breaking down the “Socials”

                 What   is Socialization?
                 What   is Social Structure?
                 What   are Social Groups?
                 What   are Social Ties?
Understanding the Similarities and Differences
               Cultural Script: Latino/Hispanic Cultural Values,
                          Beliefs and Characteristics.

 Importance of Family: Family is the primary social unit and source of support. Family goes
  beyond parents and siblings, it includes the extended family (cousins, uncles, aunts, etc).
 Respect: It indicates appropriate behavior towards others based on age, gender, social and
  economic position and authority. Formality is seen as a sign of respect. Use of suffixes are very
  important such us: Señor/Don, Señora/Dona.
 Personalismo: Latinos/Hispanics tend to stress the importance of personalismo, personal rather
  than institutional relationships. Person to Person contact it’s very important to develop trust . It’s
  very common that Latino clients find uncomfortable to leave messages in office voicemails.
 Trust: “Confianza” is built on mutual respect over time. Showing personal interest in Hispanics
  individual may help establishing trust.
 Machismo: Hispanic Families are characterized by traditional gender roles. Men are expected to
  be rational, strong, authoritarian, independent and strong. Women are expected to be submissive,
  dependant as well as take care of children and household.
                Cultural Script: Latino/Hispanic Cultural Values,
                           Beliefs and Characteristics
 Fatalism: Many Hispanics believe that events are meant to happen because of fate, because of
  power and that they can not control it. Many clients will say “It’s my cross to bear”, or “If God
  wishes so”. This may prevent them to seek for help.
 Espiritismo: In Latino/Hispanic culture spiritual healers play an important role in helping people
  with physical as well as mental concerns. Curanderas, espiritistas, Santeria.
 Religion: In general Latino/Hispanics are very religious. The church serves as a guide for
  perceptions and behaviors, influencing decisions and judgments. The church is often an important
  source for social support and interaction.
 Belief in Bewitching: Some Latino/Hispanics believe that bewitching is often the cause of a change
  in behavior or illness. Bewitching involves the use of magical acts and supernatural powers either
  by humans or supernatural beings. This may simply involve the casting of a spell.
 Personal space: Personal space tends to be closer, Latino/Hispanic cultures are more open to
  physical contact and less aware of personal space
 Time orientation Latino/Hispanics are generally more concerned with the present than with the
  future or planning ahead. Often times Latinos need to be reminded the day before of an appointment
  or activity.
What are the
Understanding Client Socialization
              Social structure  observe target
              population’s behavior patters both
              in real life and within social

              Social Groups  Assess which
              groups do they belong to if any
              and figure out if they mostly
              primary, secondary or reference

              Social Ties  Assess the types of
              relationships individuals have with
              others in their social networks
              (real and virtual).
           Defining your
          Recruitment Plan
Formative Assessment:
In the real world & virtual space

  1.   Review and summarize local epi-data
  2.   Define priority target population
  3.   Gather information from agency clients
  4.   Survey those who have contact with priority
  5.   Interview gatekeepers & conduct field observations
  6.   Interview members of priority populations
  7.   Conduct focus groups
  7.   Integrate and summarize information.
  8.   Pilot intervention
  9.   Make additional changes to the intervention.
• Definition:
  The implementation of specific strategies used
  to bring persons at risk for HIV infection or
  transmission into an HIV prevention
  intervention program.
  Core Elements for Recruitment:
    Use information from multiple sources to describe common
     characteristics of Target population
    Develop/deliver appropriate messages for the population,
     intervention, and setting
    Recruit for specific services
    Track completion of referrals to monitor the effectiveness of
     the referral strategy
    Revise strategies or venues as appropriate.
Your Audience’s Profile
Agencies developing a recruitment and retention social media
strategy should answer the following six questions related to their
target populations:

• Who is being targeted through the recruitment?
  - Defining your recruitment objective
• Which/Where is the most appropriate place (physical
  or virtual) to recruit clients?
• When should recruitment be done?
• What messages should be delivered during
  recruitment? for retention?
• How should the messages be delivered?
• Who is the most appropriate person to do recruitment?
WHO is being targeted:

 HIV Prevention Programs are designed with a target population that’s
 based on: gender, age, risk exposure to or transmission of HIV,
 surveillance data; This could be as follows:

   African American MSM, age range 21 – 51+,
    unprotected sex.
   Latino MSM, age range 21 – 51+, IDU
   Young MSM, age range 18 – 24, HIV+
   African American Women, age range 21 – 45+. HIV+
WHO is being targeted through the recruitment?
 Is simply creating a more specific profile of your target population.
 Establishing characteristics. These may include demographic, social
 and cultural features such as:

           Race/ethnicity,
           Gender,
           Education
           Sexual activity, sexual role
           Drug use pattern,
           relationship to another person, etc.
 Characteristics can also include virtual social interaction and access to
 new technology
           Internet monthly, weekly, daily activity
           Facebook use
           Twitter
           Blogging
           Youtube
           Smart phone “hook up” applications
Creating our Audience’s Profile.
Segmentation starts by giving a range of characteristics to our
assigned target population.

                                   Age Range: 21-30,31-40, 41-50, 50+

                                   Single / with partner

                                   HIV +, HIV-, Unknown

                                   Education High School, GED, Some College, etc.

                                   Owns smart phone

                                   Language: English, Spanish, Bilingual
 Create a profile of who will be your target audience on cyberspace
  Think of all potential characteristics of your assigned target audience,
   including online activity.
  Select from those characteristics and formulate a create a target
   audience profile.
  If new segmented target population seems too complex, revise and
   eliminate potential challenging characteristics.

                Characteristics of your new segmented target
                population will inform the questions that follow:
                the which, the when, the what, the how and the
Define Your Objectives
1.   Goals and objectives need to be specific and measurable.
     Make them SMART!
                              Time bound

 2. Since social media is not direct marketing, some examples of social
    media objectives can be to:
         o  Provide information
         o  Highlight program
         o  Encourage a health behavior
         o  Reinforce health messages
         o  Encourage interaction
         o  Etc.
Example of a SMART Objective
                          Time Bound
               Does your objective have a clear
                                                                                Can you measure success of this objective? Yes! I
               target date? Yes – the objective is
                                                                                can measure the success of this objective by
               scheduled to be completed by
                                                                                administering pre and post test surveys to program
               December 31, 2008

By December 31, 2012, increase knowledge of safer sex strategies by
60% in fifty (50) Latino MSMs, ages 15-35, who are currently at risk for
HIV and are not linked with a primary healthcare provider.
                           Attainable/ Achievable                                        Does the objective clearly define the
                           Is this goal action oriented and contain “do-able”            outcome indicator, number of
                           steps? Yes! Given the time frame set, the project             participants targeted and target
                           can provide an educational workshop once per                  population? Yes! The program is
                           month from July – December 2008 and have a                    measuring knowledge of safer sex
                           reasonable group size of 8-9 participants per                 strategies, is aiming for a 60% increase
                           workshop.                                                     in knowledge and is targeting a total of
                                                                                         50 participants.

                                                     Relevant / Realistic
                                   Is this goal realistic to complete given the time
                                   frame? Yes! The program is confident that they will
                                   be able to recruit 50 participants and provide 6
                                   educational workshops in the time provided.
Assessing the most appropriate social media tools to recruit clients.

  To conduct a Field and Virtual Community Mapping would be
  the ideal first steps. This mapping process will help identify:

    In the Field                               In the Virtual Realm
    1. Who is our target                       1. The internet sites that
       population                                 target population
                                                  (audience) access,
    1. Where can our target                       social network tools
       population be found                        they use to socialize or
                                                  meet partners, chat,
    2. What are the needs of                      get information.
       our target population
                                               2. When and which of
    3. What’s the best way to                     these virtual sites are
       market services to our                     people more receptive
       target population                          to what you are offering
Getting the data…
Field and virtual community mapping

  • Observation: field and web (exploring)
  • Spot interviews: field and online
  • Surveys: field and web-based
  • Key Informant Interviews.
    Field and online via chat, emails, skype with:
    * Websites/Social media
      tools developers if possible
    * Audience.
  • Web Analytics (also used for evaluation)
Field Observation
Important Aspects of Observation
• Record what you see; the time,
  date, location and weather.
• Pay attention to groups of people in
  the area.
• Observe during different times of
• Describe what you see in your notes
  – don’t interpret until later.
• Identify areas for walk-through or
• Have a reason for being there.
• Look at the big picture.
• Hot Spots
• Be safe!!
Web site navigation and
           Use Search engine tools to locate websites
            * Best if you use key words in your search.
                   i.e. “Gay men networking sites”
                        “Looking for men on the DL”
                        “M4M Hook Ups”

           If sign up is required, do so to be able to navigate the
            desired website.

           Sign up at different times to assess level of activity and
            the audience. Some users’ profile provide you with

           Write down your findings and discuss with staff.

           Use web analytics for the sites/social media tools you
            found could be the best for your intended objective.
Practicing Field and Social Media Observation:
Another option: online surveys

               In identifying venues, also look at factors such
   Important   as: confidentially, safety, stigma, trust, drug use
               patterns, etc.

Provide you with the information you need to make better decisions
about your online activity and/or which website/social media tools
best fit your program or objective.
      Website Specific Analytics (your Oganizations’ Website)
      Search Engines Analytics
      Social Media Analytics
      Mobile Application Analytics
Depending on your research, you will choose where would be the most
appropriate place to conduct recruitment, or which social media tool will
be best to recruit and engage your audience. This is the tactic matrix!
Could be one or a combination.
Who, Where and When…
 Our Audience’s Profile.

- Male, MSM
- 21 – 26
- HIV +                     Daily use
- Latino: 1st generation
- Spanish Speaking
- Part time work
                           Weekly use
- Part time school
- Enjoys clubs/bars
                           Monthly use

- Female, single
- 25 – 35
- HIV unknown
- Latina: 2nd generation
- English Speaking             Hourly
- Sexually active               use
- Part time work
- Enjoys outdoors
 messages should be delivered during: Engagement
 Once you know who is your target audience, where online could
 they be found and at what times, USE the same information to
 create your messages.

                                 Community Building

                                  Content Sharing

                                  Generating Buzz


From the who, where and when: What can help us design our
Characteristics of Effective Messages

   Clear                             Personally relevant

   Consistent                        Appropriately appealing

   Credible                          Culturally relevant

   Attention-getting                 Conveyed through appropriate
   Persuasive
                                      Developed in a variety of
   Suggest a next step                formats
                                      Pre-tested

 Messages should be chosen that effectively address barriers to accessing
 and using services.
Using the 4Ps of Marketing
Social marketing uses concepts from commercial

or testing?                               What is the benefit?

                                          Fits lifestyle – where
will you
                                          will the behavior
                                          change take place?
4. Message Development

What stage
Is your target
Population in?

Be careful when selecting your images and developing your messages…
is the most appropriate person to do recruitment

                              Once we have crafted a
                              Recruitment strategy in
                              terms of who is the target
                              population, where and when
                              to find them; the messages
                              and medium we are going to
                              use, we now need to think
                              WHO will be delivering this

  Peer vs. Staff
  Culturally Competent*
  Willing to Follow Protocols
  – Confidentiality
  – Accountability
  – Availability to respond to client’s
  – Agency or Program Messaging
  – Appropriateness of message, person
  – Accessibility for clients
  – Tone
  – Time commitment daily
When creating protocols….
Bringing it all together
•   Formative assessment can be conducted in the “real world” and in a virtual
    space as well.

•   A recruitment plan that also uses social media starts with a full understanding
    of who your target population is and how they socialize and seek for
    information in both, the real and virtual world and how they navigate/use this
    new technology.

•   With the rise of new technology, recruitment plans that incorporate both real
    and virtual interaction is nowadays key to successful outreach and retention

•   Since technology is always changing, so will your social media recruitment
    tactic. It is an dynamic process, therefore constantly conduct assessment,
    process and outcome evaluation and quality assurance.

•   Social Media are tools that help you stay in touch with your clients. They
    are also a gateway to access a diverse number of social networks. These
    tools can be a vehicle to disseminate your social marketing campaigns.

•   There are some DOs and DON’Ts we are familiar with when doing Outreach.
    Same applies to social media. When using social media tools, it is important
    to keep in mind the difference between personal and professional use. Clear
    protocols will help differentiate these roles. Keep in mind the client’s privacy
    and confidentiality.



      Capacity Building Assistance Division
      Latino Commission on AIDS
      24 West 25th Street, 9th Floor
      New York, NY 10010
      Phone: 212-675-3288

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