New Media: What It Is and
How to Get the Most Out of It
Miguel Gomez, Director, AIDS.gov
Michelle Samplin-Salgado, New Med...
Today’s Agenda
• What is new media & how is it used
• Using new media in response to Hepatitis
• The pros and cons of new ...
Define how to use
new media in
response to
Hepatitis.
LEARNING OBJECTIVE 1:
Assess benefits
and limitations of
new media.
LEARNING OBJECTIVE 2:
Describe the steps
involved in
developing a new
media strategy.
LEARNING OBJECTIVE 3:
Who are we?
ReadyTalk Poll
Who are you?
o Advocate
o Health Department
o CBO
o Patient
o Industry representative
o Other
New Media in Response to HIV
What is new media?
Connect. Create.
Collaborate. Engage.
Listen.
Some of the many (and ever-changing) tools…
RSS Podcasts Blogs
Twitter Facebook MySpace YouTube
Widgets Mobile
Foursquare
What new
media tools do
you use?
o Twitter
o Facebook/MySpace
o Blog
o Podcasts
o Online video/YouTube
o Widgets
o Wikis
o...
Connect. Create.
Collaborate. Engage.
Listen.
“Demographics of Internet Users.” Pew Internet & American Life Project,
April 2009. Available at: http://www.pewinternet.o...
48%African Americans
and
47%English-speaking
Hispanics
go online using
a mobile
device
28% Horrigan, John. “Wireless Inter...
In a typical month
25%
of gay men
15%
of heterosexual
men
Say they send a
text message at
least one a day*
Which of the following
is NOT one of the top
5 things people do
online?
• Send or read an email
• Use search to find infor...
What Americans are Doing Online
90% Send or read an email
88% Use search to find information
86% Find map or direction
83%...
60% of e-patients access user-
generated content related to health.
53% of e-patients consult
Wikipedia.
20% of e-patients...
Let’s look at an example of
how these tools can be used in
the response to HIV. . .
200 of Alabama A& M Students in this Mosaic.
We are all Facing AIDS Together.
What are the benefits
and limitations of new
media?
It’s about the
message.
Repurpose, Repurpose!
Blog Podcast
Tweet YouTube Channel
Delivering Content
Thanks CDC!
• I’m bored.
• I’m microtasking.
• I’m local.
• I’m social.
Helping in the Workplace
http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. P...
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN.
Project funded by the Surdna Foundation
Questions?
New media strategy
It’s about the planning.
Approach to New Media Strategy
People
Objectives
Strategy
Technology
* ©2007 Forrester Research, Inc. All rights reserved.
Who are you trying
to reach?
PEOPLE:
What do you
want to accomplish?
Decide on your objective before you decide on technology.
Then figure out how to measure i...
How will your objectives be met?
Consider your overall communications plan,
organizational culture, and capacity
STRATEGY:
What’s the most
appropriate technology?
A wiki. A blog. A widget. Once you’ve defined your
audience, objectives, and strat...
What would success look like?
MONITORING &
EVALUATION:
Listen. Learn. Adapt.
Before After
 What did you
plan to do?
 What did you
think would be
the result?
 What actually ha...
What would success
look like to YOU?
A Facebook Conversation
Blog Comments
Facebook Insights
YouTube Insights
As of today (4/22) -
• Twitter: 17,964 followers (up 995 from 16,969 last week)
This week we tweeted the following:
• Doro...
Get your
feet wet
Help is Available
Questions?
Stay connected!
www.AIDS.gov
Blog.AIDS.gov
Twitter.com/aidsgov
Facebook.com/aidsgov
Myspace.com/aidsgov
Flickr.com/aidsgov...
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
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  • .
  • Need to get list of options from Elisabeth
  • Need citation
  • Need to give Write Solution as list of options
  • http://www.chrisbrogan.com/social-media-is-not-a-life-raft/
    http://www.blogtrepreneur.com/2008/05/27/the-limitations-of-social-media/
    “When thinking about what social media is going to do for your business, please be wary of setting it up to be the salvation, the be-all, the life raft. It’s a set of tools, a strategy, and a handful of tactics. It’s not always appropriate. It’s not always the best thing in the world. But it’s not a guaranteed everything. “
    Are there more important organizational issues to address?
    Are there more efficient ways to reach same outcomes?
    Are you getting seduced by Shiny Object Syndrome?
  • Not sure about this section…the shots of the plan are super busy, but maybe we can just highlight a few things? Or do a case study?
  • Examples, fb stats & conversation, YouTube, twitter,
  • Nastad hep new_media_workshop_111210

    1. 1. New Media: What It Is and How to Get the Most Out of It Miguel Gomez, Director, AIDS.gov Michelle Samplin-Salgado, New Media Strategist, AIDS.gov/John Snow, Inc
    2. 2. Today’s Agenda • What is new media & how is it used • Using new media in response to Hepatitis • The pros and cons of new media • Making a plan • Is it working? • Resources and next steps
    3. 3. Define how to use new media in response to Hepatitis. LEARNING OBJECTIVE 1:
    4. 4. Assess benefits and limitations of new media. LEARNING OBJECTIVE 2:
    5. 5. Describe the steps involved in developing a new media strategy. LEARNING OBJECTIVE 3:
    6. 6. Who are we?
    7. 7. ReadyTalk Poll Who are you? o Advocate o Health Department o CBO o Patient o Industry representative o Other
    8. 8. New Media in Response to HIV
    9. 9. What is new media?
    10. 10. Connect. Create. Collaborate. Engage. Listen.
    11. 11. Some of the many (and ever-changing) tools… RSS Podcasts Blogs Twitter Facebook MySpace YouTube Widgets Mobile Foursquare
    12. 12. What new media tools do you use? o Twitter o Facebook/MySpace o Blog o Podcasts o Online video/YouTube o Widgets o Wikis o Webinars/Webcasts o Mobile ReadyTalk Poll
    13. 13. Connect. Create. Collaborate. Engage. Listen.
    14. 14. “Demographics of Internet Users.” Pew Internet & American Life Project, April 2009. Available at: http://www.pewinternet.org/Static-Pages/Trend- Data/Whos-Online.aspx. Accessed 8/21/09. 8in 10 adults in the U.S. use the Internet. 92%of 18-29 year olds 42%Adults 65+ years 56% Latinos 67% African Americans
    15. 15. 48%African Americans and 47%English-speaking Hispanics go online using a mobile device 28% Horrigan, John. “Wireless Internet Use.” Pew Internet and American Life Project, 2009. Available at: http://www.pewinternet.org/Reports/2009/12- Wireless-Internet-Use.aspx. Accessed 8/21/09
    16. 16. In a typical month 25% of gay men 15% of heterosexual men Say they send a text message at least one a day*
    17. 17. Which of the following is NOT one of the top 5 things people do online? • Send or read an email • Use search to find information • Find map or direction • Look for health/medical information • Look for info about a hobby or interest ReadyTalk Poll:
    18. 18. What Americans are Doing Online 90% Send or read an email 88% Use search to find information 86% Find map or direction 83% Look for health/medical information 81% Look for info about a hobby or interest Pew Internet and American Life Project, 2009. Available at: http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activites- Daily.aspx. Accessed 8/24/09.
    19. 19. 60% of e-patients access user- generated content related to health. 53% of e-patients consult Wikipedia. 20% of e-patients post or share content. Fox, Susannah. “The Social Life of Health Information.” Pew Internet and American Life Project, 2009. Available at: http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of- Health-Information.aspx?r=1. Accessed 8/21/09
    20. 20. Let’s look at an example of how these tools can be used in the response to HIV. . .
    21. 21. 200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together.
    22. 22. What are the benefits and limitations of new media?
    23. 23. It’s about the message.
    24. 24. Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
    25. 25. Delivering Content Thanks CDC!
    26. 26. • I’m bored. • I’m microtasking. • I’m local. • I’m social.
    27. 27. Helping in the Workplace
    28. 28. http://www.chrisbrogan.com/social-media-is-not-a-life-raft/ Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
    29. 29. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
    30. 30. Questions?
    31. 31. New media strategy
    32. 32. It’s about the planning.
    33. 33. Approach to New Media Strategy People Objectives Strategy Technology * ©2007 Forrester Research, Inc. All rights reserved.
    34. 34. Who are you trying to reach? PEOPLE:
    35. 35. What do you want to accomplish? Decide on your objective before you decide on technology. Then figure out how to measure it. OBJECTIVES :
    36. 36. How will your objectives be met? Consider your overall communications plan, organizational culture, and capacity STRATEGY:
    37. 37. What’s the most appropriate technology? A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide. TECHNOLOGY :
    38. 38. What would success look like? MONITORING & EVALUATION:
    39. 39. Listen. Learn. Adapt. Before After  What did you plan to do?  What did you think would be the result?  What actually happened?  How could your results have been improved?  What did your audience think?  What will you do differently in the next iteration? Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
    40. 40. What would success look like to YOU?
    41. 41. A Facebook Conversation
    42. 42. Blog Comments
    43. 43. Facebook Insights
    44. 44. YouTube Insights
    45. 45. As of today (4/22) - • Twitter: 17,964 followers (up 995 from 16,969 last week) This week we tweeted the following: • Dorothy Height, civil rights activist, stressed the need to talk about HIV with other issues. Statement on her passing: http://bit.ly/bszhJQ (Rt'd 17 times) Our most interesting new follower(s) this week: • Harm Reduction Coalition: http://twitter.com/HarmReduction Possible tweets for next week: • New report from the Latino Commission on AIDS, http://bit.ly/c6LPCC Social Network Weekly Update
    46. 46. Get your feet wet
    47. 47. Help is Available
    48. 48. Questions?
    49. 49. Stay connected! www.AIDS.gov Blog.AIDS.gov Twitter.com/aidsgov Facebook.com/aidsgov Myspace.com/aidsgov Flickr.com/aidsgov YouTube.com/aidsgov Email Miguel: mgomez@hhs.gov Michelle: msamplin@jsi.com
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