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

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  • * Write 2 or 3 words on your name tag that represent an area of professional interest * The topics should be something you want to have a conversation about it with another workshop participant * Find people you don't know already and have a conversation about the topic * Listen to the other person and recommend a colleague in your network they should connect with or a resource NOTE: We prefer new media - but will use new and social interchangeably
  • Serving the HIV/AIDS community.
  • Serving the HIV/AIDS community.
  • 1. http://www.cdc.gov/hiv/aaa/video.htm
  • Note: mention something about understanding individual sexual health risk
  • Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment People: Who are you trying to reach? What do you know about how/if they use new media? How can you find out more? Objective: What do you want to accomplish with new media? How does new media support your organization’s mission or communications plan? Strategy: How does new media support your online strategy plan? How will you get your organization to embrace your new media strategy? Is there an “ offline ” component that you need to support/connect? Technology: What tools best support your objectives and match your targeted audience ? What do you have the capacity to implement?
  • Summary of AIDS.gov’s new media strategies: Engaging in ongoing learning. Sharing what we learn (through our blog, social networks, trainings, etc.). Delivering up-to-date content that’s easy to share (Twitter, widget, etc.) Guiding principle: People  Objectives  Strategy  Technology
  • After you listen have to learn and adapt….It’s OK TO EXPERIMENT
  • Support each other

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

  • 1. 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
  • 2. Today’s Agenda
    • Who is AIDS.gov? and where are we going?
    • What is our new media strategy?
    • Lessons learned
    • Questions
  • 3. http://www.aids.gov Who are we?
  • 4. Where are we going?
  • 5. What is AIDS.gov’s new media strategy?
  • 6. 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
  • 7.
    •   “ 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
  • 8. 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
  • 9. 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
  • 10. Approach to New Media Strategy: POST*
      • P eople
      • O bjectives
      • S trategy
      • T echnology
    * ©2007 Forrester Research, Inc. All rights reserved.
  • 11. 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
  • 12. Blogging about what we’ve learned
  • 13. Repurpose!!! Profile Others!!!
  • 14. Developing a New Media Toolkit
  • 15. Creating Easily Sharable Products and Content Thanks to the CDC…
  • 16. Delivering Content to Other Sites
  • 17. Tweeting in Real Time (@AIDSgov)
  • 18. 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.
  • 19. What are our lessons learned?
  • 20. Importance of Ongoing Listening & Learning
  • 21. Listen. Learn. Adapt.* *Remixed from Beth Kanter and the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
  • 22. From www. edelman .com
  • 23. Questions?
  • 24. 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