CLIENT ENGAGEMENT

1. CLIENT ENGAGEMENT The six question approach to designing a field and/or online recruitment strategy to reach Latin@s Presented by: Bolivar Nieto

2. Objectives: • 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 Characteristics. • 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.

3. The Basics: Breaking down the “Socials” • What is Socialization? • What is Social Structure? • What are Social Groups? • What are Social Ties?

4. LATINOS/HISPANICS Understanding the Similarities and Differences

5. Similarities? 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.

6. Similarities? 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.

7. What are the differences?

8. Understanding Client Socialization 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).

9. Client Connections Defining your Recruitment Plan Client

10. Formative Assessment:In the real world & virtual space • Review and summarize local epi-data • Define priority target population • Gather information from agency clients • Survey those who have contact with priority population • Interview gatekeepers & conduct field observations • Interview members of priority populations • Conduct focus groups • Integrate and summarize information. • Pilot intervention • Make additional changes to the intervention.

11. Recruitment

12. Recruitment • 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.

13. Your Audience’s Profile A SIX QUESTION APPROACH

14. A SIX QUESTION APPROACH 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? • Whatmessages should be delivered during recruitment? for retention? • How should the messages be delivered? • Who is the most appropriate person to do recruitment?

15. WHOis 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+

16. WHOis being targeted through the recruitment? 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: • 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

17. 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 WHO? Creating our Audience’s Profile. Segmentation starts by giving a range of characteristics to our assigned target population.

18. WHO? Remember: 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 who.

19. Define Your Objectives • Goals and objectives need to be specific and measurable. Make them SMART! Specific Measureable Attainable/Achievable Relevant/Realistic Time bound • Since social media is not direct marketing, some examples of social media objectives can be to: • Provide information • Highlight program • Encourage a health behavior • Reinforce health messages • Encourage interaction • Etc.

20. Example of a SMART Objective Time Bound Does your objective have a clear target date? Yes – the objective is scheduled to be completed by December 31, 2008 Measurable 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. Specific 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. Attainable/ Achievable 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. 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.

21. WHERE/WHICHand WHEN? 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 • Who is our target • population • Where can our target population be found • What are the needs of our target population • What’s the best way to market services to our target population • The internet sites that target population (audience) access, social network tools they use to socialize or meet partners, chat, get information. • When and which of these virtual sites are people more receptive to what you are offering

22. 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)

23. 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 day. • Describe what you see in your notes – don’t interpret until later. • Identify areas for walk-through or drive-through. • Have a reason for being there. • Look at the big picture. • Hot Spots • Be safe!!

24. Web site navigation and Observation • 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 demographics. • 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.

25. Practicing Field and Social Media Observation:

26. Important Another option: online surveys In identifying venues, also look at factors such as: confidentially, safety, stigma, trust, drug use patterns, etc. www.surveymonkey.com

27. WEB ANALYTICS 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

28. WHICH/WHERE and WHEN? 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.

29. Who, Where and When… Our Audience’s Profile. • Male, MSM • 21 – 26 • HIV + • Latino: 1st generation • Spanish Speaking • Part time work • Part time school • Enjoys clubs/bars Daily use Weekly use Monthly use or • Female, single • 25 – 35 • HIV unknown • Latina: 2nd generation • English Speaking • Sexually active • Part time work • Enjoys outdoors Hourly use

30. Community Building Content Sharing Engagement Generating Buzz Listening WHAT & HOW messages should be delivered during: Engagement Recruitment Retention 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?

31. WHAT: Characteristics of Effective Messages • Personally relevant • Appropriately appealing • Culturally relevant • Conveyed through appropriate channels • Developed in a variety of formats • Pre-tested • Clear • Consistent • Credible • Attention-getting • Persuasive • Suggest a next step Messages should be chosen that effectively address barriers to accessing and using services.

32. Social marketing uses concepts from commercial marketing. 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?

33. 4. Message Development What stage Is your target Population in? Testing

34. Be careful when selecting your images and developing your messages…

35. WHO? 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 message.

36. WHO? • Peer vs. Staff • Culturally Competent* • Willing to Follow Protocols

37. PROTOCOLS Consider: • Confidentiality • Accountability • Availability to respond to client’s inquiries • Agency or Program Messaging • Appropriateness of message, person • Accessibility for clients • Tone • Time commitment daily

38. When creating protocols….

39. 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 rates. • 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.

41. www.facebook.com/commissioncba www.YouTube.com/commissioncba Capacity Building Assistance Division Latino Commission on AIDS 24 West 25th Street, 9th Floor New York, NY 10010 www.latinoaids.org/programs/cba Phone: 212-675-3288 www.twitter.com/commissioncba