AIDS.gov's Presentation on New Media Strategy for CDC's National Conference on Health Communication, Marketing, and Media 2009

Developing New Media Strategies in Public Health: Lessons Learned from AIDS.gov CDC’s National Conference on Health Communication, Marketing, & Media August 12, 2009, Atlanta PRESENTER Miguel Gomez Director, AIDS.gov Office of HIV/AIDS Policy, HHS

Today’s Agenda

Who is AIDS.gov? and where are we going?

What is our new media strategy?

Lessons learned

Questions

http://www.aids.gov Who are we?

Where are we going?

What is AIDS.gov’s new media strategy?

The recent U.S. HIV statistics are a wake-up call…to have authentic conversations about what we need to be doing to end this epidemic within our lifetimes.” KEVIN FENTON, MD Centers for Disease Control and Prevention It is time that prevention programs embrace Facebook, texting, all the communication means …it is not by billboards that we are going to introduce …personal behavior change on a large scale.” DR. PETER PIOT Executive Director, UNAIDS (1995-2008) AUGUST 2008 Wake-up Call

“ Every 9 ½ minutes someone . . . becomes infected with HIV…[this Campaign] will direct Americans "to get the facts" about this serious epidemic within our own country that has been below the radar in recent years.” 1

JEFFREY S. CROWLEY Director of the Office of National AIDS Policy & Senior Advisor on Disability Policy, The White House

1. Act Against AIDS Live-Stream Video APRIL 2009 White House Launch of Act Against AIDS

Challenges in using New Media to Respond to HIV/AIDS

Understanding how Americans are accessing healthcare information online ...

Understanding what is new media ...

Understanding the role of new media in healthcare planning ...

Leadership

Providing Trainings & TA to Federal and Community Leaders Blogs Podcasts RSS Feeds Social Networks Text Messaging Video Games Video/Photo Sharing Virtual Worlds Widgets Wikis

Approach to New Media Strategy: POST*

P eople

O bjectives

S trategy

T echnology

Using the “Social Media Strategy Map” Goal: To introduce planning questions to ask before getting started with a social media plan. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation

Blogging about what we’ve learned

Repurpose!!! Profile Others!!!

Developing a New Media Toolkit

Creating Easily Sharable Products and Content Thanks to the CDC…

Delivering Content to Other Sites

Tweeting in Real Time (@AIDSgov)

1. CTIA Wireless Association 2. Experian Consumer Research 3. Yahoo! Mobile/Nielsen Planning: Mobile Phones

U.S. owners of mobile phones or text messaging devices: 75% 1

71% of African-American

84% English-speaking Hispanics

Average number of monthly text messages vs. calls: 357 vs. 204 2

Average number of hours per day mobile phones are within arm’s reach: 19 hours 3

Pew Internet & American Life Project. “Seeding the Cloud: What Mobile Access Means for Usage Patterns and Online Content” (March 2008). Available at: http://www.pewinternet.org/Reports/2008/Seeding-The-Cloud-What-Mobile-Access-Means-for-Usage-Patterns-and-Online-Content.aspx . Accessed March 3, 2009.

Ibid

Pew Internet & American Life Project: “The Social Life of Health Information” (June 2009), Available at: http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx. Accessed June 12, 2009.

What are our lessons learned?

Importance of Ongoing Listening & Learning

Listen. Learn. Adapt.* *Remixed from Beth Kanter and the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.

From www. edelman .com

Questions?

Stay Connected! Miguel Gomez: [email_address] AIDS.gov: http://blog.AIDS.gov http://twitter. com/AIDSgov http: //myspace . com/AIDSgov CDC eHealth Data Briefs : www.CDC. gov/healthmarketing/ehm/databriefs HHS Center for New Media: http: //newmedia .HHS.gov