U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov

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New Media Institute for experienced users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by Jennie Anderson and Josie Halpern-Finnerty.

New Media Institute for experienced users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by Jennie Anderson and Josie Halpern-Finnerty.

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  • Activity – stand up, sit down - QUICKLY (ok if it doesn’t ok if it does..) Used the web to find out health information Used the web to find a friend, colleague, family member Read a blog Commented on a blog Written a blog Listened to a podcast Created a podcast Subscribed to an RSS feed Been to Second Life (heard of Second Life) Used a wiki Posted photos Watched a YouTube video Etc. etc…
  • http://www.wordle.net/ (if internet connection available)
  • http://mashable.com/2008/09/16/twitter-traffic-growth/
  • 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?
  • Forrester Social Technology Profile Tool http://www.forrester.com/Groundswell/profile_tool.html Pew Internet and American Life http:// www.pewinternet.org Listen
  • Engagement metrics--5 Cs: create, critic, collect (how people have bookmarked the post in stumbleupon and delicious), click, comments (which posts)
  • Examples, fb stats & conversation, YouTube, twitter,

Transcript

  • 1. New Media Institute Intermediate Level U.S. Conference on AIDS San Francisco, October 29, 2009 Jennie Anderson Communications Director, AIDS.gov John Snow, Inc. Josie Halpern-Finnerty Project Coordinator, AIDS.gov John Snow, Inc.
  • 2. And, if you are totally new to new media…
    • It’s not too late to join the beginner session next door
  • 3. Who are we?
  • 4. New Media in Response to HIV
  • 5.
    • Name
    • Organization, City
    • What you are going to be for Halloween or who would be if you were going to dress up
    • One thing you hope to get out of today’s institute
    Who are you? Share Pair © http://www.flickr.com/photos/slgc/2989522327 /
  • 6. Today’s Agenda– Part I
    • 8:30am-12:30pm
    • Who is using new media and how are they using it to respond to HIV
    • Benefits and limitations of new media
    • Building or augmenting a new media strategy
    • Monitoring and evaluating new media efforts
  • 7. Today’s Agenda– Part II
      • 2:30-4:00pm--Powell Room, 6 th Floor
      • Panel with new media experts
      • 4:00-5:30pm
      • AIDS.gov team members available to answer questions
    Ian Anderson POZ/ Smart + Strong Murray Penner NASTAD Erik Ireland Web Marketing Consultant Bonnie Goldman The Body.com Allegra Madsen ISIS Inc
  • 8.
    • Learn about ways people are using new media tools to listen, connect, and create, in the HIV community.
    Learning Objective 1
  • 9.
    • Identify steps to start or enhance your new media strategy.
    Learning Objective 2
  • 10.
    • Identify steps to further monitor and evaluate your new media efforts.
    Learning Objective 3
  • 11. Stand up if… http://flickr.com/photos/tompagenet/423921086
  • 12. What we know about you, your clients, on the Internet…
  • 13.
    • 8 in 10 adults in the U.S. use the Internet.
    • 18-29 year olds online: 92%
    • Adults 65+ years: 42%
    • Latinos: 56% African Americans: 67%
    Fox S and Livingston G. “Latinos Online.” Pew Internet & American Life Project, 2007. Available at: http://pewhispanic.org/files/reports/73.pdf . Accessed 8/21/09 “ 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.
  • 14.
    • Of those Online…
    • 48% of African American adults and 47% of Latino adults go online using a mobile device .
    • 28% of whites do .
    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
  • 15. What we know about you, your clients, looking for health info online...
  • 16.
    • What are the top 5 things people do when they are online?
  • 17. 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. What People 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
  • 18.
    • Who are your clients and are they using new media?
    • How do you know?
    • How could you find out?
    Where are Your Clients? © http://www.flickr.com/photos/sallypics/267299027/
  • 19. You, your clients, being social and having a online conversation…
  • 20.
    • 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
  • 21. Patients Sharing & Learning
  • 22. Twitter Hash Tag Example cutiebootycakes : @ debohobo Raising the level of awareness about HIV/AIDS and taking personal responsibility is the only way to stop the madness. #WAD08 dawessner : loved visiting Karuna for World AIDS Day #WAD08 waynesutton : Remember my HIV test for world AIDS day? Results=Negative, #awareness #WAD08 # blck get tested . ABartelby Did you know that you can also text message your ZIP code to KnowIt (566948) to find HIV Test Centers nearest you? Pretty awesome! #WAD08
  • 23. How are people using new media to respond to HIV?
  • 24. Some of the many (and ever-changing) tools… RSS Podcasts Blogs Twitter Facebook MySpace YouTube Widgets
  • 25. This Afternoon’s Panel- 2:30pm Ian Anderson POZ/ Smart + Strong Allegra Madsen ISIS Inc Murray Penner NASTAD Erik Ireland Web Marketing Consultant Bonnie Goldman The Body.com UNAIDS
  • 26.
    • Let’s look at an example of how these tools can be used in the response to HIV. . .
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31. Speaking of Photo Sharing … Stop by booth #306 in the Golden Gate Ballroom , on the lobby level, and fill out a card saying "I / We are Facing AIDS because: ________."
  • 32.
    • 10 minute break
  • 33. What are the benefits and limitations of new media?
  • 34.
    • What are 3 benefits of using new media in response to HIV?
    • What are 3 limitations of using new media in HIV?
    Benefits/Limitations © http://www.flickr.com/photos/philscoville/1973263527/
  • 35. Benefits of New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
  • 36. It’s about the message.
  • 37. Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
  • 38. Delivering Content to Other Sites Thanks CDC!
  • 39. Helping in the Workplace
  • 40. Approach to New Media Strategy: POST*
        • P eople
        • O bjectives
        • S trategy
        • T echnology
    * ©2007 Forrester Research, Inc. All rights reserved .
  • 41. It’s about your clients.
  • 42. Not Everyone Uses New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
  • 43. 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.
  • 44. NTEN’s Web Communications Strategy
    • 1/3 web presence
    • 1/3 one-way (email)
    • 1/3 social media aspects
    Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
  • 45.  
  • 46. It’s about the planning.
  • 47.
    • 10 minute break
  • 48.
      • New media strategy
  • 49. Approach to New Media Strategy: POST*
        • P eople
        • O bjectives
        • S trategy
        • T echnology
    * ©2007 Forrester Research, Inc. All rights reserved .
  • 50. World AIDS Day 2009
  • 51. P eople
    • Who are you trying to reach?
      • Diverse communities online.
    • What do you know about how/if they use new media?
      • They are already online and engaged in social networks.
    • How can you find out more?
      • We asked them on Twitter and our blog, and learned from last year’s activities.
  • 52.  
  • 53. O bjectives
    • What do you want to accomplish with new media?
      • Reduce HIV stigma and link people to testing.
    • How does new media support your organization’s mission or communications plan?
      • Helps get accurate HIV information and resources to those at-risk, living with, or affected by HIV.
  • 54. S trategy
    • How does new media support your online strategy plan?
      • Brings information to people where they are, and makes it easy for them to take action and share.
    • How will you get your organization to embrace your new media strategy?
      • Create simple tools to help other organizations spread the word and take part, and offer ways to integrate into what they are already doing.
    • Is there an “ offline ” component that you need to support/connect?
      • CDC held employee education event. AIDS.gov developed posters and helped post event photos online .
  • 55. T echnology
    • What tools best support your objectives and match your targeted audience ?
      • Social network sites, photo sharing, blogs.
    • What do you have the capacity to implement?
      • We knew we couldn’t do it alone, so we found partners.
  • 56.  
  • 57. Spectrograph
      • Where is your organization with integrating new media into your communications plan?
    Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation © http://www.flickr.com/photos/ellenm1/1675567050/
  • 58. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
  • 59. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
  • 60. A Morning in Josie’s Life… Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation Check: any ongoing campaigns, keep an eye on Twitter, coordinate efforts. Throughout the day: Content creation: work on next blog post, update SNS as needed, develop promotional tools. 10:30 a.m. – 12:30 p.m. Listen: read blogs, alerts, look for new information. 9:30 a.m. Monitor : blog comments, social network sites, Twitter. 8:30 a.m.
  • 61. POST Share Pair Bernoff J. The POST method: a systematic approach to social strategy. In: Groundswell: How People with Social Technologies Are Changing Everything. December 11, 2007. http://blogs.forrester.com/groundswell/2007/12/the-post-method.html. Accessed September 1 , 2009­. © http://www.flickr.com/photos/toobydoo/3111389206/
    • Find a NEW partner
    • Each person complete the “POST” handout
    • Report back
  • 62.
    • 10 minute break
  • 63.
      • New media monitoring and evaluation
  • 64. Listen. Learn. Adapt. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
  • 65. Donate your Status…
  • 66.
    • What does success look like?
  • 67. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
  • 68. A Facebook Conversation
  • 69. Blog Comments
  • 70. Facebook Insights
  • 71. YouTube Insights
  • 72.
    • As of today (10/16) -
    • Twitter:  2852 followers (up 45 from 2807 last week)
    • This week we tweeted the following:
    • Statement by Kathleen Sebelius, Secretary of Health & Human Services, on Ntl Latino AIDS Awareness Day (Rt'd 5 times)
    • Our most interesting new follower(s) this week:
    • Alliance of AIDS Services North Carolina
    • Possible tweets for next week :
    • Texas Orthopaedic Surgeon to Provide Individuals Living with HIV/AIDS Equal Access to Services
    Social Network Weekly Update
  • 73. A Few Lessons Learned…
    • Learn as you go.
    • Check out what your peers are doing.
    • Use the monitoring tools handed to you!
    • Numbers alone are meaningless.
    • It’s about return on insight, not just investment.
    • Make sure whatever you are measuring is linked to your goals!
    Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
  • 74. When I get back to my organization, my next new media planning step will be…
  • 75. Say “cheese!”
    • Stop by booth #306 in the Golden Gate Ballroom , on the lobby level, and fill out a card saying:
    • "I / We are Facing AIDS : ____________."
  • 76. Thank You
    • NMAC – Circe LeCompte and the rest of the NMAC Team!
    • We Are Media – Beth Kanter, Holly Ross, and many others!
    • AIDS.gov team —Miguel Gomez and the rest of the team!
  • 77. WeAreMedia: www.wearemedia.org
  • 78. Questions?
  • 79. Help is Available www.cdc.gov/socialmedia
  • 80. Stay Connected!
    • Web
        • Website: www.AIDS.gov
        • Blog: blog.AIDS.gov
        • Twitter: www.twitter.com/AIDS.gov
        • Facebook: www.facebook.com/AIDSgov
        • MySpace: www.myspace.com/AIDSgov
    • Email
    • Jennie : janderson@jsi.com
    • Josie: jhalpern@jsi.com
    • Miguel: Miguel.Gomez@hhs.gov