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Developing New Media  Strategies in Public Health:   Lessons Learned from AIDS.gov   CDCโ€™s National Conference on Health Communication,  Marketing, & Media  August 12, 2009, Atlanta PRESENTER Miguel Gomez Director, AIDS.gov Office of HIV/AIDS Policy, HHS
Todayโ€™s Agenda ,[object Object],[object Object],[object Object],[object Object]
http://www.aids.gov Who  are we?
Where are  we going?
What is AIDS.govโ€™s  new media strategy?
The recent U.S. HIV statistics are a wake-up callโ€ฆto have authentic conversations about what we need to be doing to end this epidemic within our lifetimes.โ€ KEVIN FENTON, MD Centers for Disease Control and Prevention It is time that prevention programs embrace Facebook, texting, all the communication means โ€ฆit is not by billboards that we are going to introduce โ€ฆpersonal behavior change on a large scale.โ€ DR. PETER PIOT Executive Director, UNAIDS (1995-2008) AUGUST 2008 Wake-up Call
[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object]
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* ,[object Object],[object Object],[object Object],[object Object],*  ยฉ2007  Forrester Research, Inc. All rights reserved.
Using the โ€œSocial Media  Strategy Mapโ€ 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 weโ€™ve learned
Repurpose!!!  Profile Others!!!
Developing a New Media Toolkit
Creating Easily Sharable  Products and Content Thanks to the CDCโ€ฆ
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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

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

  • 1. Developing New Media Strategies in Public Health: Lessons Learned from AIDS.gov CDCโ€™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.
  • 4. Where are we going?
  • 5. What is AIDS.govโ€™s new media strategy?
  • 6. The recent U.S. HIV statistics are a wake-up callโ€ฆto have authentic conversations about what we need to be doing to end this epidemic within our lifetimes.โ€ KEVIN FENTON, MD Centers for Disease Control and Prevention It is time that prevention programs embrace Facebook, texting, all the communication means โ€ฆit is not by billboards that we are going to introduce โ€ฆpersonal behavior change on a large scale.โ€ DR. PETER PIOT Executive Director, UNAIDS (1995-2008) AUGUST 2008 Wake-up Call
  • 7.
  • 8.
  • 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.
  • 11. Using the โ€œSocial Media Strategy Mapโ€ 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 weโ€™ve learned
  • 13. Repurpose!!! Profile Others!!!
  • 14. Developing a New Media Toolkit
  • 15. Creating Easily Sharable Products and Content Thanks to the CDCโ€ฆ
  • 16. Delivering Content to Other Sites
  • 17. Tweeting in Real Time (@AIDSgov)
  • 18.
  • 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
  • 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

Editor's Notes

  1. * 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
  2. Serving the HIV/AIDS community.
  3. Serving the HIV/AIDS community.
  4. 1. http://www.cdc.gov/hiv/aaa/video.htm
  5. Note: mention something about understanding individual sexual health risk
  6. 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 organizationโ€™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 โ€œ offline โ€ 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?
  7. Summary of AIDS.govโ€™s new media strategies: Engaging in ongoing learning. Sharing what we learn (through our blog, social networks, trainings, etc.). Delivering up-to-date content thatโ€™s easy to share (Twitter, widget, etc.) Guiding principle: People ๏ƒ  Objectives ๏ƒ  Strategy ๏ƒ  Technology
  8. After you listen have to learn and adaptโ€ฆ.Itโ€™s OK TO EXPERIMENT
  9. Support each other