• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Day 1_Working Across Generations_Levine and Lucas
 

Day 1_Working Across Generations_Levine and Lucas

on

  • 499 views

 

Statistics

Views

Total Views
499
Views on SlideShare
497
Embed Views
2

Actions

Likes
0
Downloads
1
Comments
0

2 Embeds 2

http://chl.berkeley.edu 1
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Day 1_Working Across Generations_Levine and Lucas Day 1_Working Across Generations_Levine and Lucas Presentation Transcript

    • Leading New Media Adoption: Working Effectively Across Generations Deb Levine, MA, Executive Director, ISIS, Inc. Margaret Lucas, Youth Marketing Manager April 15th, 2010
    • 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.
    • ISIS Inc. 3 © 2010 ISIS, Inc. All rights reserved.
    • Agenda • Technology overview & usage statistics • Exploring the generational digital divide • Bridging the gap and integrating tech • Integrating new media examples with ISIS 4
    • Types of Technology • Social networking • Widgets and Apps • Blogs • Wikis • Forums (BBS) • Mobile devices 5 © 2010 ISIS, Inc. All rights reserved.
    • 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.
    • © 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 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.
    • Widgets 12 © 2010 ISIS, Inc. All rights reserved.
    • Apps Facebook Myspace 13 © 2010 ISIS, Inc. All rights reserved.
    • 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.
    • © 2009 ISIS, Inc. All rights reserved. 15 15
    • Microblogging Twitter Status Updates 16 © 2010 ISIS, Inc. All rights reserved.
    • 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.
    • © 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: Apts. Jobs and short gigs Concert tickets Personal ads/missed connections Discussion forums 20 © 2010 ISIS, Inc. All rights reserved.
    • © 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 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.
    • 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.
    • 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.
    • 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.
    • 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
    • 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.
    • 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.
    • © 2009 ISIS, Inc. All rights reserved. 29 29
    • 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.
    • 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.
    • 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.
    • 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.
    • 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 conference. • Used LinkedIn to alert colleagues, researchers and academics to submit abstracts/proposals. 35 © 2010 ISIS, Inc. All rights reserved.
    • 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.
    • 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.
    • 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 © 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 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.
    • 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.
    • 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.
    • 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.