CLIENT ENGAGEMENT. The six question approach to designing a field and/or online recruitment strategy to reach Latin@s. Presented by: Bolivar Nieto. Objectives:. Understand socialization: what is social structure, what are social groups, and the definition of strong and weak ties.
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The six question approach to designing a field and/or online recruitment strategy to reach Latin@s
Understanding the Similarities and Differences
Cultural Script: Latino/Hispanic Cultural Values, Beliefs and Characteristics.
Cultural Script: Latino/Hispanic Cultural Values,
Beliefs and Characteristics
What are the
Social structure observe target population’s behavior patters both in real life and within social media.
Social Groups Assess which groups do they belong to if any and figure out if they mostly primary, secondary or reference groups.
Social Ties Assess the types of relationships individuals have with others in their social networks (real and virtual).
Defining your Recruitment Plan
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:
Your Audience’s Profile
A SIX QUESTION APPROACH
Agencies developing a recruitment and retention social media strategy should answer the following six questions related to their target populations:
- Defining your recruitment objective
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:
SEGMENTATION OF TARGET POPULATION
Is simply creating a more specific profile of your target population. Establishing characteristics. These may include demographic, social and cultural features such as:
Characteristics can also include virtual social interaction and access to new technology
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
Creating our Audience’s Profile.
Segmentation starts by giving a range of characteristics to our assigned target population.
Create a profile of who will be your target audience on cyberspace
Characteristics of your new segmented target population will inform the questions that follow: the which, the when, the what, the how and the who.
Define Your Objectives
Make them SMART!
Example of a SMART Objective
Does your objective have a clear target date? Yes – the objective is scheduled to be completed by December 31, 2008
Can you measure success of this objective? Yes! I can measure the success of this objective by administering pre and post test surveys to program participants.
By December 31, 2012, increase knowledge of safer sex strategiesby 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.
Does the objective clearly define the outcome indicator, number of participants targeted and target population? Yes! The program is measuring knowledge of safer sex strategies, is aiming for a 60% increase in knowledge and is targeting a total of 50 participants.
Is this goal action oriented and contain “do-able” steps? Yes! Given the time frame set, the project can provide an educational workshop once per month from July – December 2008 and have a reasonable group size of 8-9 participants per workshop.
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 VirtualCommunity Mapping would be
the ideal first steps. This mapping process will help identify:
In the Field
In the Virtual Realm
Field and virtual community mapping
Field and online via chat, emails, skype with:
* Websites/Social media
tools developers if possible
Important Aspects of Observation
* Best if you use key words in your search.
i.e. “Gay men networking sites”
“Looking for men on the DL”
“M4M Hook Ups”
Practicing Field and Social Media Observation:
In identifying venues, also look at factors such 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.
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!
Our Audience’s Profile.
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.
From the who, where and when: What can help us design our message?
WHAT: Characteristics of Effective Messages
Messages should be chosen that effectively address barriers to accessing and using services.
Social marketing uses concepts from commercial
Using the 4Ps of Marketing
Awareness or testing?
What is the benefit?
Where will you place ads?
Fits lifestyle – where
will the behavior
change take place?
4. Message Development
Is your target
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
Capacity Building Assistance Division
Latino Commission on AIDS
24 West 25th Street, 9th Floor
New York, NY 10010