Leading New Media Adoption:
 Working Effectively Across
        Generations


 Deb Levine, MA, Executive Director, ISIS, I...
ISIS, Inc.

• 501(c)3 organization founded in 2001
• Creating new & effective tools to reach
  people with critical sexual...
ISIS Inc.




                                         3
© 2010 ISIS, Inc. All rights reserved.
Agenda
• Technology overview & usage statistics

• Exploring the generational digital divide

• Bridging the gap and integ...
Types of Technology
   •   Social networking
   •   Widgets and Apps
   •   Blogs
   •   Wikis
   •   Forums (BBS)
   •   ...
Social Networking
• Communities of people who share interests
  and activities.
• Provide a collection of ways for users t...
© 2009 ISIS, Inc. All rights reserved.   7
8
• Need a slide for LinkedIn
Social Network Trends




                                              10
     © 2010 ISIS, Inc. All rights reserved.
Widgets and Apps

• Widgets are stand alone applications that
  are sharable and can run on any web page
  as long as you ...
Widgets




                                         12
© 2010 ISIS, Inc. All rights reserved.
Apps

Facebook                          Myspace




                                                    13
           © 20...
Blogs

• Provide commentary on a subject or personal
  online diary
• Combines text, images and links with
  comments by r...
© 2009 ISIS, Inc. All rights reserved.   15   15
Microblogging

Twitter                     Status Updates




                                                   16
      ...
Wikipedia and Wikis

• Wikipedia is an online encyclopedia that uses
  Wiki technology – software that allows groups
  of ...
© 2009 ISIS, Inc. All rights reserved.   18   18
© 2009 ISIS, Inc. All rights reserved.   19   19
Craigslist
• Online classified ads - anonymous
• Only fees for posting help wanted ads
• Gen Y use craigslist to find:
   ...
© 2009 ISIS, Inc. All rights reserved.   21   21
Safer Sex Forum
• Link from personal ads to forum
• Answer 225 questions per year, reaching
  99,259 people
Can you get HP...
Cell Phone Usage
• 70% of 12-14 year olds in the U.S. have their
  own phones
• ISIS study of low-income youth found:
    ...
Mobile Devices
• Phones used for more than voices.

• SMS text messaging with friends,
  surfing the Web, keeping in touch...
SMS Text Messaging
• Keeps them connected with family & friends

• Convenience of being able to communicate
  from anywher...
Integrating New Media
                                         Research      Call to
           Marketing &   Large Digita...
Gen Y & Technology Overview

• Today’s Gen Y grew up with technology.

• Today’s Gen Y are multi-taskers, in a
  constant ...
Gen Y Online

• 74% of American adults (ages 18 and older)
  use the internet.

• 73% of teens and 72% of young adults use...
© 2009 ISIS, Inc. All rights reserved.   29   29
Acknowledging Generation
              Strengths
    Gen X and Boomers                               Gen Y
• Familiar with...
Generational Gaps
• Often Gen Y and Gen X are not speaking the
  same language.

• Gen X tends to use new media in a
  con...
Bridging the Gap

• Acknowledge generational gaps.
• Invest in Gen Y interns or staff.
• Integrate new media into traditio...
Integrating Gen Y : Sex::Tech
• Sex::Tech 2010, February 26th and 27th, San
  Francisco, CA.

• Brought together leaders i...
Sex::Tech 2010




                                          34
 © 2010 ISIS, Inc. All rights reserved.
Sex::Tech and New Media

• Gen Y were integral parts of the abstract
  committee.

• Used Facebook and Twitter to promote
...
Sex::Tech and New Media

• Portions of the conference streamed live
  online for off-site viewing.

• Utilized mobile mess...
Hookup 61827

Partnered with California Family Health
Council and CA Dept of
Public Health
Txt Hookup to 61827
Youth gener...
Hookup Usage

• Launched April 15, 2009
• From April to July: 1074 unduplicated
  subscriptions to the hookup, with 109
  ...
39
© 2010 ISIS, Inc. All rights reserved.
Say What?!?! Contest
• Asked youth best/worst sex advice from
  adults that made them go, “Say
  What?!?!”
• Gen Y staff c...
New Media Lessons Learned

• Investing in new media is a one-time expense
  that provides long-term savings.

• Utilize Ge...
Acknowledgements

•   ISIS Staff
•   California Family Health Council and
•   CA Dept of Public Health
•   Dr. Jeff Klausn...
Contact Information

           ISIS, Inc.
  409 13th Street, 14th floor
     Oakland, CA 94612
         510-835-9400
    ...
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Day 1_Working Across Generations_Levine and Lucas

  1. 1. Leading New Media Adoption: Working Effectively Across Generations Deb Levine, MA, Executive Director, ISIS, Inc. Margaret Lucas, Youth Marketing Manager April 15th, 2010
  2. 2. ISIS, Inc. • 501(c)3 organization founded in 2001 • Creating new & effective tools to reach people with critical sexual health information • Providing innovation, leadership, and education for the field 2 © 2010 ISIS, Inc. All rights reserved.
  3. 3. ISIS Inc. 3 © 2010 ISIS, Inc. All rights reserved.
  4. 4. Agenda • Technology overview & usage statistics • Exploring the generational digital divide • Bridging the gap and integrating tech • Integrating new media examples with ISIS 4
  5. 5. Types of Technology • Social networking • Widgets and Apps • Blogs • Wikis • Forums (BBS) • Mobile devices 5 © 2010 ISIS, Inc. All rights reserved.
  6. 6. Social Networking • Communities of people who share interests and activities. • Provide a collection of ways for users to interact, such as chat, text messaging, email, video, voice chat, file sharing, blogging, discussion groups • MySpace, Facebook, LinkedIn and YouTube 6 © 2010 ISIS, Inc. All rights reserved.
  7. 7. © 2009 ISIS, Inc. All rights reserved. 7
  8. 8. 8
  9. 9. • Need a slide for LinkedIn
  10. 10. Social Network Trends 10 © 2010 ISIS, Inc. All rights reserved.
  11. 11. Widgets and Apps • Widgets are stand alone applications that are sharable and can run on any web page as long as you have an internet connection and a browser • Apps are an application that is registered on Facebook or Myspace and can take advantage of all of the features that their platform supports. 11 © 2010 ISIS, Inc. All rights reserved.
  12. 12. Widgets 12 © 2010 ISIS, Inc. All rights reserved.
  13. 13. Apps Facebook Myspace 13 © 2010 ISIS, Inc. All rights reserved.
  14. 14. Blogs • Provide commentary on a subject or personal online diary • Combines text, images and links with comments by readers • Blog search engine Technorati tracking 112 million blogs • LiveJournal, Wordpress, Blogspot • Twitter, status updates, and microblogging 14 © 2010 ISIS, Inc. All rights reserved.
  15. 15. © 2009 ISIS, Inc. All rights reserved. 15 15
  16. 16. Microblogging Twitter Status Updates 16 © 2010 ISIS, Inc. All rights reserved.
  17. 17. Wikipedia and Wikis • Wikipedia is an online encyclopedia that uses Wiki technology – software that allows groups of people to work together to create and edit documents • Built-in checks and balances for accuracy • Used by young people as research tool and basic information source 17 © 2010 ISIS, Inc. All rights reserved.
  18. 18. © 2009 ISIS, Inc. All rights reserved. 18 18
  19. 19. © 2009 ISIS, Inc. All rights reserved. 19 19
  20. 20. Craigslist • Online classified ads - anonymous • Only fees for posting help wanted ads • Gen Y use craigslist to find: Apts. Jobs and short gigs Concert tickets Personal ads/missed connections Discussion forums 20 © 2010 ISIS, Inc. All rights reserved.
  21. 21. © 2009 ISIS, Inc. All rights reserved. 21 21
  22. 22. Safer Sex Forum • Link from personal ads to forum • Answer 225 questions per year, reaching 99,259 people Can you get HPV with covered BJ,no skin contact? < wonderinginchi > 04/30 04:44:19 dear HSV or HPV < NPChuck_SFDPH > 05/04 20:04:09 great question. No skin contact no virus transmission. 22 © 2010 ISIS, Inc. All rights reserved.
  23. 23. Cell Phone Usage • 70% of 12-14 year olds in the U.S. have their own phones • ISIS study of low-income youth found: 99.5% have cell phones; about 20% have multiple cell phones 100% use their phones for calls and SMS text messaging 2/3 use their phones to surf the Web 23 © 2010 ISIS, Inc. All rights reserved.
  24. 24. Mobile Devices • Phones used for more than voices. • SMS text messaging with friends, surfing the Web, keeping in touch w/parents, downloading ringtones/wallpaper. • SMS is the most widely used mobile application in the world. 24 © 2010 ISIS, Inc. All rights reserved.
  25. 25. SMS Text Messaging • Keeps them connected with family & friends • Convenience of being able to communicate from anywhere • On average, teens send 15-16 texts a day (455 texts/month) 25 © 2010 ISIS, Inc. All rights reserved.
  26. 26. Integrating New Media Research Call to Marketing & Large Digital Digital & Action & Promotion Discussions Distribution Evaluation Activism Facebook x x x x x Twitter x x x x LinkedIn x x x x Mobile x x x Blogs x x x x x 26
  27. 27. Gen Y & Technology Overview • Today’s Gen Y grew up with technology. • Today’s Gen Y are multi-taskers, in a constant state of “partial attention”. • Today’s Gen Y do not see the Internet or cell phones as tools; Technology is an indispensable part of their lives. 27 © 2010 ISIS, Inc. All rights reserved.
  28. 28. Gen Y Online • 74% of American adults (ages 18 and older) use the internet. • 73% of teens and 72% of young adults use social network sites. • American 18 – 24 year olds average 44.5 hours per week in front of a screen. The only thing they do more is sleep! 28 © 2010 ISIS, Inc. All rights reserved.
  29. 29. © 2009 ISIS, Inc. All rights reserved. 29 29
  30. 30. Acknowledging Generation Strengths Gen X and Boomers Gen Y • Familiar with their • Uses new media in company or their everyday lives organizations objectives and can use it at will. and resources. • Knows what’s up • Can provide invaluable and coming (even if life experience as they don’t know it)! mentors to Gen Y. 30 © 2010 ISIS, Inc. All rights reserved.
  31. 31. Generational Gaps • Often Gen Y and Gen X are not speaking the same language. • Gen X tends to use new media in a conservative and linear way. • Harnessing new media seems easy but is very complex. 31 31 © 2010 ISIS, Inc. All rights reserved.
  32. 32. Bridging the Gap • Acknowledge generational gaps. • Invest in Gen Y interns or staff. • Integrate new media into traditional productivity strategies. • Engage and empower Gen Y staff to contribute to the organizations “big picture”. 32 © 2010 ISIS, Inc. All rights reserved.
  33. 33. Integrating Gen Y : Sex::Tech • Sex::Tech 2010, February 26th and 27th, San Francisco, CA. • Brought together leaders in the fields of STD prevention, education, health, government and technology to explore ways new media can improve young people’s access to sexual health information. • Featured youth-led panels where Gen Y showed what types of new media were being used and how the audience could integrate it in their organization 33 © 2010 ISIS, Inc. All rights reserved.
  34. 34. Sex::Tech 2010 34 © 2010 ISIS, Inc. All rights reserved.
  35. 35. Sex::Tech and New Media • Gen Y were integral parts of the abstract committee. • Used Facebook and Twitter to promote conference. • Used LinkedIn to alert colleagues, researchers and academics to submit abstracts/proposals. 35 © 2010 ISIS, Inc. All rights reserved.
  36. 36. Sex::Tech and New Media • Portions of the conference streamed live online for off-site viewing. • Utilized mobile messages (text blasts) and blogs to provide people with the latest conference updates. • Hosted presentations online for download at sextech.org. 36 © 2010 ISIS, Inc. All rights reserved.
  37. 37. Hookup 61827 Partnered with California Family Health Council and CA Dept of Public Health Txt Hookup to 61827 Youth generated weekly sex info & life advice Zip code Title X clinic and SBHC search 37 © 2010 ISIS, Inc. All rights reserved.
  38. 38. Hookup Usage • Launched April 15, 2009 • From April to July: 1074 unduplicated subscriptions to the hookup, with 109 unduplicated opt-outs. • 386 clinic requests (290 unduplicated) were received, translating to 27% of subscribers requesting clinic referrals, mostly in dense urban locations • Evaluation in progress: Via clinic sample and Text / SMS 38 38 © 2010 ISIS, Inc. All rights reserved.
  39. 39. 39 © 2010 ISIS, Inc. All rights reserved.
  40. 40. Say What?!?! Contest • Asked youth best/worst sex advice from adults that made them go, “Say What?!?!” • Gen Y staff came up with concept and potential partners. • Gen X staff facilitated partner relationships. • Reached 20,000 Gen Y-ers in their digital space. 40 © 2010 ISIS, Inc. All rights reserved.
  41. 41. New Media Lessons Learned • Investing in new media is a one-time expense that provides long-term savings. • Utilize Gen Y staff to provide feedback and promote programs among their peers. • Engage with your Gen Y staff. Respect their opinions – they know more than Gen X-ers do! 41 © 2010 ISIS, Inc. All rights reserved.
  42. 42. Acknowledgements • ISIS Staff • California Family Health Council and • CA Dept of Public Health • Dr. Jeff Klausner, SF DPH • The Aspen Institute • Blue Shield of California Foundation 42 © 2010 ISIS, Inc. All rights reserved.
  43. 43. Contact Information ISIS, Inc. 409 13th Street, 14th floor Oakland, CA 94612 510-835-9400 510-835-9402 fax info@isis-inc.org isis-inc.org sextech.org 43 © 2010 ISIS, Inc. All rights reserved.
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