New Media & Communities of Color INTRODUCTIONS Blake Crawford Director, Div. of Information & Education Office of Minority Health, OPHS/OS PRESENTERS Miguel Gomez Director, AIDS.gov Office of HIV/AIDS Policy, HHS Michelle Samplin-Salgado New Media Strategist, AIDS.gov John Snow, Inc.

Why we care.

And you?

Agenda Learning objectives Overview of new media Health information online New media to connect, collaborate, create and listen New media strategy Next steps

Learning objectives

Overview of new media

Health information online

New media to connect, collaborate, create and listen

New media strategy

Next steps

AIDS.gov

LEARNING OBJECTIVE 1. To understand how communities of color use the internet and new media for health information.

To understand how communities of color use the internet and new media for health information.

LEARNING OBJECTIVE 2. Learn about a variety of new media tools to help us connect , create , collaborate and listen .

Learn about a variety of new media tools to help us connect , create , collaborate and listen .

LEARNING OBJECTIVE 3. Understand how to evaluate if new media is appropriate and realistic for your organization.

Understand how to evaluate if new media is appropriate and realistic for your organization.

LEARNING OBJECTIVE 4 . Identify the steps to starting a new media strategy .

Identify the steps to starting a new media strategy .

Let’s get started

Stand up if… http://flickr.com/photos/tompagenet/423921086 / AIDS.gov

We’re all learning.

“ Consumers want their media when they want it, how they want it and in whatever quantities they want it.” - Price-Waterhouse, 2006

New Media Landscape AIDS.gov

It’s a conversation http://maps.google.com/maps/ms?ie=UTF8&hl=en&msa=0&msid=116925014949105791191.00045c9dd6cebd5e130f5&ll=24.527135,14.765625&spn=114.968321,226.40625&z=2

Levels the playing field http://www.flickr.com/photos/susieq3c/1425893128/ AIDS.gov

It’s peer-to-peer www.slideshare.net/davidwilcox/ fundraising-game-presentation

Transparent Inclusive Authentic Vibrant

Every minute, ten hours of video is uploaded to YouTube. http://www.youtube.com/t/fact_sheet

1.5 million new blog posts in are created every day. http://technoratimedia.com

If Facebook were a country, it would be 8th most populated in the world. Slide Source: Wave3/Universal McCann

In 2008, 216 million people downloaded a video podcast and 215 million downloaded an audio podcast. Slide Source: Wave3/Universal McCann

What do you know about your community? AIDS.gov

What do you want to know about your community? AIDS.gov

Online Health Info http://flickr.com/photos/marsdd/2457724490/

U.S. adults online: 74% 1 U.S. 18-29 year olds online: 87% 2 U.S. Adults who have ever gone online to look for health information: 150 million (2008) 3 (Represents 66% of all adults and 81% of those online) 1,2. Pew Internet & American Life Project: “Demographics of Internet Users” (December 2008), Available at: http://www.pewinternet.org/trends/User_Demo_Jan_2009.htm . Accessed on 1/27/09. 3. Harris Interactive Inc., “Adults Who Have Ever Gone Online for Health Information” (July 2008), Available at: http://www.harrisinteractive.com/harris_poll/index.asp?PID=937 . Accessed on 1/27/09.

U.S. adults online: 74% 1

U.S. 18-29 year olds online: 87% 2

U.S. Adults who have ever gone online to look for health information: 150 million (2008) 3 (Represents 66% of all adults and 81% of those online)

% of young adults 18-25 who use internet for health information 11% of Latinos 12% of African Americans 13% of Native Americans 22% of Whites 23% Asian Americans MEASURING DIGITALOPPORTUNITYFOR AMERICA’S CHILDREN: Where We Stand and Where We Go From Here Including the Digital Opportunity Measuring Stick A Publication of The Children’sPartnership June 2005

11% of Latinos

12% of African Americans

13% of Native Americans

22% of Whites

23% Asian Americans

All Whites (75%) All Blacks (59%) English-Speaking Hispanics (80%) 73%* of the population reports using the internet or email . Here is a breakdown of use among different online groups. (shown as a percentage of population online) 18-29 Years Old (90%) 30-49 Years Old (85%) 50-64 Years Old (70%) 65+ Years Old (35%) No High School Degree (44%) College Graduates (91%) <$30K Income (53%) >$75K Income (95%) Men (73%) Women (73%) *Source: Pew Internet & American Life Survey, May 2008. http://www.pewinternet.org ** This statistic comes from the Pew Internet Project’s Latinos Online data, collected June-October, 2006. High School Graduates (63%) Urban (74%) Rural (63%) Suburban (77%) Spanish-Dominant Hispanics (32%)**

55%* of the population reports using a high-speed connection (e.g., DSL, cable, wireless) when accessing the internet from home. Here is a breakdown of use among different online groups. (shown as a percentage of population using a high-speed connection from home) Whites (56%) Blacks (41%) English-Speaking Hispanics (55%) 18-29 Years Old (69%) 30-49 Years Old (68%) 50-64 Years Old (49%) 65+ Years Old (19%) No High School Degree (29%) College Graduates (78%) <$30K Income (31%) >$75K Income (82%) Men (57%) Women (52%) High School Graduates (39%) Urban (56%) Suburban (59%) Rural (38%) *Source: Pew Internet & American Life Survey, May 2008. http://www.pewinternet.org

“ In New Mexico, a state where 10 percent of the land is tribal, home computer ownership for Native families is estimated at 14 percent and home Internet access at 8 percent .&quot; &quot;Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide.&quot; The Gates Foundation, 2004. 24% of American Indian/Alaska Native students use the Internet at home. &quot;Status and Trends in the Education of Racial and Ethnic Minorities,&quot; the National Center for Educational Statistics, September 2007. Available at: http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp

“ In New Mexico, a state where 10 percent of the land is tribal, home computer ownership for Native families is estimated at 14 percent and home Internet access at 8 percent .&quot; &quot;Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide.&quot; The Gates Foundation, 2004.

24% of American Indian/Alaska Native students use the Internet at home. &quot;Status and Trends in the Education of Racial and Ethnic Minorities,&quot; the National Center for Educational Statistics, September 2007. Available at: http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp

“ Let us be the generation that reshapes our economy to compete in the digital age…and let's lay down broadband lines through the heart of inner cities and rural towns all across America.” - BARACK OBAMA, Presidential Announcement Speech Springfield, IL, February 10 ,2007

http://www.whitehouse.gov/blog/change_has_come_to_whitehouse-gov /

New media helps us connect , create , collaborate , and listen .

Connect http://justinshivjournal.blogspot.com/

Connect www.standupforhealthcare.org/blog

Connect http://www.myspace.com/plannedparenthood

Listen http://www.twitter.com/AIDSgov

Listen http://search.twitter.com

Collaborate

Collaborate http://hispc.pbwiki.com/

Connect

Create AIDS.gov

Create www.nih.gov/news/radio/nihpodcast.htm

Create www.youtube.com/watch?v=N60YpPv-aGw

Lots of shiny toys Shiny toy syndrome AIDS.gov http://flickr.com/photos/pollyann/2103126984/

Post AIDS.gov

RU Ready? AIDS.gov

www.edelman.com

People Who are you trying to reach? What do you know about how/if they use new media? How can you find out more? Remixed from the WeAreMedia project http://www. wearemedia .org , Creative Commons “By/NC” License .

Who are you trying to reach?

What do you know about how/if they use new media?

How can you find out more?

Objectives What do you want to accomplish with new media? How does new media support your organization’s mission or communications plan? Remixed from the WeAreMedia project http://www. wearemedia .org , Creative Commons “By/NC” License .

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? Remixed from the WeAreMedia project http://www. wearemedia .org , Creative Commons “By/NC” License .

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? Remixed from the WeAreMedia project http://www. wearemedia .org , Creative Commons “By/NC” License .

What tools best support your objectives and match your targeted audience?

What do you have the capacity to implement?

Listen. Learn. Adapt. http://www.slideshare.net/kanter/listen-learn-adapt-the-secret-to-nonprofit-social-media-success

When I get back to my organization, my first new media step will be…

Stay connected! Miguel Gomez: [email_address] Michelle Samplin-Salgado [email_address] AIDS.gov: http://blog.aids.gov http://twitter.com/aidsgov http://myspace.com/aidsgov http://www.facebook.com/pages/AIDSgov/8039057811 CDC eHealth Data Briefs : www.cdc.gov/healthmarketing/ehm/databriefs/ HHS Center for Social Media: Website coming soon!