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International AIDS Conference Sharing by Steven Lim, HPB

International AIDS Conference Sharing by Steven Lim, HPB

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  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008
  • Youths and young adults are avid Internet users
  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008 Mobile Phone penetration rate is 131% in 2008.
  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008 Amongst residents who had used any portable infocomm equipment in 2008, 29% of them connected to the Internet wirelessly using their portable equipment

Transcript

  • 1. XVIII International AIDS Conference July | 18-23 | 2010 | Vienna, Austria
  • 2. Some learnings
    • “ Wicked problem”
    • Messaging approaches
    • Branded approaches in HIV/AIDS communications
    • Vaginal microbicides
    • Treatment 2.0
    • Social media in HIV/AIDS communications
  • 3. Examples of social media use in HIV/AIDS
    • (RED)
    • UNAIDS
    • Livelife
  • 4. What is social media? Social media Traditional / old media Two-way street One-way street Conversation Monologue Instant Slower Viral Restricted Low-barrier of entry High-barrier of entry
  • 5. What is social media?
    • Can refer to a range of web technologies, from blogs and wikies to social networking sites
  • 6. “ We don’t have a choice on whether we do social media, the question is how well we do it”
  • 7. (RED)
    • Teams up with partner companies to produce (RED) products
    • % of product sales goes to the Global Fund to Fight AIDS, Tuberculosis and Malaria
    • Network of celebrities as spokespeople
  • 8.  
  • 9. (RED)
  • 10. (RED)
    • Reach: 550,000 people on Facebook, a million followers on Twitter
    • User generated content: users can share individual experiences when buying a (RED) product.
  • 11.  
  • 12. UNAIDS
    • Twitter.com/UNAIDS
    • Slideshare.com/UNAIDS
    • Facebook.com/UNAIDS
    • Youtube.com/UNAIDS
    • Flickr.com/UNAIDS
    • AIDSspace.org
  • 13.  
  • 14.  
  • 15. Love Life
    • South Africa's largest national HIV prevention initiative for young people.
    • Launched in late 1999 as a joint initiative of leading South African non-government organisations and the South African government, in partnership with several private foundations and the private sector
  • 16.  
  • 17.  
  • 18. Why bother?
    • Low-cost; important for NGOs
    • Social nature  Causes
    • Viral potential
    • Force for change
    • Young people
    • Social media as a key media aperture
    • Engagement
  • 19.  
  • 20.  
  • 21.
    • Social media is capturing a sizable audience in Singapore, at a level comparable to traditional media.
    Key media aperture
  • 22.  
  • 23.
    • In 2008, the proportion of Singapore households with Internet access has reached
    Source: IDA Annual Survey on Infocomm Usage in Household for 2008 76%
  • 24.  
  • 25.
    • In 2008, the mobile phone penetration rate is
    Source: IDA POI 131%
  • 26.
    • used their portable equipment to connect to the internet in 2008.
    29% Source: IDA Annual Survey on Infocomm Usage in Household for 2008
  • 27. Facebook in Singapore Statistics as of 25 Sep 09
  • 28. But according to checkfacebook.com [7] … 1.34 million users, based on advertising data What about Straits Times? 1.23 million readers, According to ST.com [8] How big is Facebook in Singapore?
  • 29. How big is blogging in Singapore?
    • How calculations are derived
    • No. of Residents (S’poreans + PRs in 2008): 3.6 mil [1] .
    • Regular Internet users in S’pore (2008): 90% [2] of Residents, or 3.24 mil.
    • Residents who blog regularly (about once every session): 4% [3] , or 129,000
    • Inactive blogs (not updated for more than 2 months): 66% [4] , or 258,000 blogs
    • Regular readers (almost once every session): 6% [5] , or 194,000 Internet users
    • Internet users who have read a blog at least once in the US: 77% [6]
    • Estimated number of irregular blog readers in Singapore: 2.6 mil.
    Active Blogs 129,000 Inactive Blogs 258,000 Regular Readers 194,000 Irregular Readers 2.60 million 12.1% of S’poreans + PRs 72.2% of S’poreans + PRs Source: Singstat, IDA
  • 30. Who uses social media? 77.9% of Facebook users are 14 – 34 years old 18-24 y.o. 432,880 32.2% 25-34 y.o. 460,360 34.2% 14-17 154,720 11.5% 35-44 190,040 14.1%
  • 31. Who uses social media?
    • Bloggers : [26]
    77.9% of Facebook users are 14 – 34 years old Personal bloggers Non-personal bloggers Mean age: 27 34.9 Yrs of education: 13.4 15.1 Gender (% female) 59.6 19.2 Marital status (% single) 73.4 53.9
  • 32. Profile of a social media user
    • Usually tertiary student or working adults
    • Diploma or degree holders
    • Mostly unmarried
    Generation Y
  • 33. Generation Y
    • More influenced by their peers (as opposed to authority).
    • Attracted to instant-gratification.
    • Highly influenced by pop culture.
    • Highly competent with computer and Internet usage.
    • Value communication and feedback more.
  • 34. Suggestions for engaging social media users
    • Get users involved as producers
    • Highly individualised approach
    • Non-authoritative
    • Get feedback from them in
    • your communication efforts
    • Correct communication
    • strategies on the fly
    • Makes messages creative,
    • contagious, and attractive.
    • Make use of pop culture
    • Big budgets does not =
    • big success. Ingenuity
    • counts more.
    Two-way street Conversation Instant Viral Low barrier of entry
  • 35. Social prosumers
    • Engage as
    • - Social prosumers
    • Extend message reach through Viral/Ripple Effect
  • 36.  
  • 37. 2-way Information Feedback HIV/AIDS organisations
  • 38.  
  • 39. Conclusion
    • Significant media aperture
    • Young people
    • Prosumers
    • Best practices
    • Potential to catalyse change – issue awareness; stigma
  • 40. Thank you [email_address]