Using WhatsApp to Increase Engagement with Multicultural Communities
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This 6-step document provides guidance on using WhatsApp to connect with diverse communities for communication and outreach purposes. The 6 steps are: 1) Find how your audience communicates; 2) Talk to people in their language; 3) Use WhatsApp effectively for tasks like crowdsourcing, building community, and organizing; 4) Give people a reason to get involved by sharing local voices and stories; 5) Get creative in your approaches; and 6) Review your progress and results. The document advocates using WhatsApp as it has over 2 billion users worldwide and is popular in Latin American communities, and provides examples of how organizations have benefited from increased trust, support, and two-way dialogue through WhatsApp
Using WhatsApp to Increase Engagement with Multicultural Communities
- 1. 6 steps for innovating in your communication: Using WhatsApp for connecting with diverse communities Naira Bonilla-Nonprofit Communication consultant August 2021
- 2. About me ● Communications consultant ● Speak 4 languages ● Lived and worked in 6 countries ● 5+ years of experience create online and offline communities to support social and environmental causes ● Used different communication platforms to inspire action across the Latin America
- 3. Do you want to reach more diverse communities? Action: type 1 if this is your case, type 2 if it’s not.
- 4. Step 1: find how your audience communicates ● WhatsApp has more than 2 billion users worldwide ● Top messaging app in the world ● In the US: 86 million users by 2023 ● 29 million messages per minute ● Used by +50% of Latinx communities in the US Sources: Statista, WhatsApp Blog, emarketer
- 7. ● Available in multiple languages ● Encrypted ● Immediate ● Works in areas with slow internet ● Audios, files, videos, links, location ● Free with phone plan Why people love WhatsApp Action: type YES if you use WhatsApp, type NO if you don’t.
- 8. Step 2: talk to people in their language ● Don’t assume what they know/how they communicate ● Culturally specific communication ● Make your communication accessible and inclusive ○ Subtitles ○ Simple language ○ Explanations ○ Emojis/gifs ● Be open to new ideas/cultures
- 9. ● What does the community know? ● Why should they listen to me? ● How can I respect their knowledge? ● How can I include their voices? Overcoming biases and assumptions Action: type 1 if you have asked these questions or type 2 if you’re going to start
- 10. Step 3: Use WhatsApp effectively ● Crowdsourcing information ● Community building ● Sharing updates ● Organizing events ● Communicating with donors ● Peer-to-peer fundraising
- 12. Step 4: Give people a reason to get involved ● Two way street ● Personal communication ● Share local voices ● Drive change
- 13. ● What do people like to share on WhatsApp? ● What’s the story? ● What am I asking them to do? ● Why will they do it? Sharing impact on WhatsApp
- 14. Step 5: Get creative ● Be curious ● Combine with other communication strategies ● Ask for feedback ● Share proof of your work ● Don’t be afraid to innovate
- 15. WhatsApp to act during COVID-19
- 16. Step 6: Review your progress ● Always keep in mind where, why and how your audience is using WhatsApp ● Use all of WhatsApp’s functionalities ○ WhatsApp Business sends automated messages
- 17. ● Are not tech-savvy ● Are scattered geographically ● Distrust information ● Are isolated and speak different languages ● Don’t feel heard ● Feel powerless I have connected with people that:
- 18. ● Provide better support ● Share their message with wider audiences ● Increase trust in the project and the organization ● Have a two-way dialogue WhatsApp has helped organizations: Action: type ACT if you want to get these results
- 19. Now you have all the steps you need to start innovating in your communication and supporting new audiences!
- 20. Let’s connect! I want to hear your story! https:/ /www.linkedin.com/in/naira-bonilla/ contact@nairabonilla.com www.nairabonilla.com