AIDS.gov & Developing a Mobile Strategy
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  • 1. AIDS.gov &Developing aMobile StrategyMindy NichaminNew Media Coordinator, AIDS.govJohn Snow, Inc. (JSI)
  • 2. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH The Rise of Mobile Smartphone Platforms in the US, 2011• 52% of U.S. adults phone owners have smartphones Other• 1 in 4 teens ages 12-17 have (38%) • Android a smartphone • iOS (62%)• Smartphones and tablets outshipped PCs (desktop and notebooks) for the first time in Q4 2011 Canalys & Pew Internet April 1st - 3rd, 2012 San Francisco, CA
  • 3. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH 90% of young adults (18-29) sleep with their cell phone on or next to their bed. Adults, Cell Phones and Texting. Sept 2, 2010 by Amanda Lenhart http://pewresearch.org/pubs/1716/adults-cell-phones-text-messages Photo: http://i.i.com.com/cnwk.1d/i/tim/2011/09/29/sleepingcellphone_540x405.jpg April 1st - 3rd, 2012 San Francisco, CA
  • 4. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH 80% of internet users have looked online for health information. This translates to 59% of all adults. The Social Life of Health Information, 2011 .May 12, 2011by Susannah Fox http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx April 1st - 3rd, 2012 San Francisco, CA
  • 5. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH An Approach to Social Media Strategy: POST* People Objectives Strategy Technology * ©2007 Forrester Research, Inc. All rights reserved. April 1st - 3rd, 2012 San Francisco, CA
  • 6. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH From “Tapworthy” by Josh Clark April 1st - 3rd, 2012 San Francisco, CA
  • 7. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 8. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 9. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH 30 years ago April 1st - 3rd, 2012 San Francisco, CA
  • 10. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Mobile in 1981 April 1st - 3rd, 2012 San Francisco, CA
  • 11. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Mobile today April 1st - 3rd, 2012 San Francisco, CA
  • 12. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 13. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Of the top 5 health searches on mobile Yahoo, 3 were sexual health related: Pregnancy STDs Herpes Your top health searches, asked and answered, October 2010 http://www.cnn.com/2010/HEALTH/10/21/top.health.searches.answered/index.html April 1st - 3rd, 2012 San Francisco, CA
  • 14. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH18%The proportion of mobile users who land on“How you get HIV or AIDS”(making it the most viewed page on m.AIDS.gov)Mobile users are coming to us for what they see as our most importantcontent and are bypassing the home page altogether. April 1st - 3rd, 2012 San Francisco, CA
  • 15. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Real searches on AIDS.gov Desktop Mobile • can you get aids from • do you get aids by 69 shaking hands • can u have a healthy • can you get hiv from baby and be hiv positive oral • effects of media on • coworker has hiv hiv/aids • aids vaccine • can i catch hiv from pre • how many people get com during oral sex hiv a year • using meth will it • when was aids testing effect your heptic c introduced • do you have to tell people you have aids April 1st - 3rd, 2012 San Francisco, CA AIDS.gov analytics 6.16.11
  • 16. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Private/personal Eric Leven, Mobile Health at Stanford, May 2011 April 1st - 3rd, 2012 San Francisco, CA
  • 17. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 18. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA NFL Mobile Commercial: http://www.youtube.com/watch?v=qn7RfQU1MJg
  • 19. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH The Locator April 1st - 3rd, 2012 San Francisco, CA
  • 20. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 21. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH April 1st - 3rd, 2012 San Francisco, CA
  • 22. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Return on Investment = 10,000 Cost vs. Users Reached users reached Mobile Website Mobile App (iPhone only) Mobile App(iPhone,Android, BB) $0 $22,500 $45,000 $67,500 $90,000 Data Source: Mashable – Aaron Maxwell April 1st - 3rd, 2012 San Francisco, CA
  • 23. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Measurement April 1st - 3rd, 2012 San Francisco, CA
  • 24. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH AIDS.gov Mobile Site • Mobile accounts for 15% of all traffic to AIDS.gov (just 4% 1 year ago) • Mobile visits increased 1100% over the past year April 1st - 3rd, 2012 San Francisco, CA
  • 25. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH From “Tapworthy” by Josh Clark April 1st - 3rd, 2012 San Francisco, CA
  • 26. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH QR Codes AIDS.gov Mobile Site AIDS.gov Locator http://m.AIDS.gov http://locator.AIDS.gov April 1st - 3rd, 2012 San Francisco, CA
  • 27. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Resources Lance Roggendorff Jeremy Vanderlan LRoggendorff@icfi.com JVanderlan@icfi.com @lroggendorff @thulcandrian Pew Internet & American Luke Wroblewski Josh Clark Life Project www.lukew.com www.globalmoxie.com www.pewinternet.org @lukew @globalmoxie @Pew_Internet April 1st - 3rd, 2012 San Francisco, CA
  • 28. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH Stay Connected http://m.AIDS.gov blog.AIDS.gov twitter.com/AIDSgov facebook.com/AIDSgov youtube.com/AIDSgov foursquare.com/AIDSgov http://locator.AIDS.gov Mindy: mnichamin@jsi.com April 1st - 3rd, 2012 San Francisco, CA