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New Media Institute   Intermediate Level U.S. Conference on AIDS San Francisco, October 29, 2009 Jennie Anderson Communica...
And, if you are totally new to new media… <ul><li>It’s not too late to join the beginner session next door </li></ul>
Who are we?
New Media in Response to HIV
<ul><li>Name </li></ul><ul><li>Organization, City </li></ul><ul><li>What you are going to be for Halloween  or who would b...
Today’s Agenda– Part I <ul><li>8:30am-12:30pm </li></ul><ul><li>Who is using new media and how are they using it to respon...
Today’s Agenda– Part II <ul><ul><li>2:30-4:00pm--Powell Room, 6 th  Floor </li></ul></ul><ul><ul><li>Panel with new media ...
<ul><li>Learn about ways people are using new media tools to  listen,   connect,   and  create,  in the HIV community. </l...
<ul><li>Identify steps to start or enhance your  new media strategy. </li></ul>Learning Objective 2
<ul><li>Identify steps to further  monitor   and   evaluate   your new media efforts. </li></ul>Learning Objective 3
Stand up if… http://flickr.com/photos/tompagenet/423921086
What we know about   you, your clients, on the Internet…
<ul><li>8  in  10  adults in the U.S. use the Internet.  </li></ul><ul><li>18-29 year olds online:  92% </li></ul><ul><li>...
<ul><li>Of those  Online… </li></ul><ul><li>48%  of  African American  adults and  47%  of  Latino  adults go online using...
What we know about   you,   your clients, looking for health info online...
<ul><li>What are the  top 5  things people do when they are online? </li></ul>
Pew Internet and American Life Project, 2009.  Available at:  http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Ac...
<ul><li>Who are your clients and are they using new media? </li></ul><ul><li>How do you know?  </li></ul><ul><li>How could...
You, your clients, being social and having a online conversation…
<ul><li>60%  of e-patients access  user-generated content  related to health.  </li></ul><ul><li>53%  of e-patients consul...
Patients Sharing & Learning
Twitter Hash Tag Example cutiebootycakes :  @ debohobo  Raising the level of awareness about HIV/AIDS and taking personal ...
How are people using new media to respond to HIV?
Some of the many  (and ever-changing) tools… RSS Podcasts Blogs Twitter Facebook MySpace YouTube Widgets
This Afternoon’s Panel- 2:30pm Ian Anderson POZ/ Smart + Strong Allegra Madsen ISIS Inc Murray Penner  NASTAD Erik Ireland...
<ul><li>Let’s look at  an example  of how these tools can be used in the response to HIV. . .  </li></ul>
 
 
 
 
Speaking of Photo Sharing … Stop by  booth #306  in the Golden Gate Ballroom ,  on the lobby level, and fill out a card sa...
<ul><li>10 minute break </li></ul>
What are the benefits and limitations of new media?
<ul><li>What are  3 benefits  of  using new media in response to HIV? </li></ul><ul><li>What are  3 limitations  of using ...
Benefits of New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
It’s about the  message.
Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
Delivering Content to    Other Sites Thanks CDC!
Helping in the Workplace
Approach to New Media Strategy:  POST* <ul><ul><ul><li>P eople </li></ul></ul></ul><ul><ul><ul><li>O bjectives </li></ul><...
It’s about  your clients.
Not Everyone Uses New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foun...
www.chrisbrogan.com/social-media-is-not-a-life-raft/ Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project ...
NTEN’s Web Communications Strategy <ul><li>1/3 web presence </li></ul><ul><li>1/3 one-way (email) </li></ul><ul><li>1/3 so...
 
It’s about the planning.
<ul><li>10 minute break </li></ul>
<ul><ul><li>New media strategy </li></ul></ul>
Approach to New Media Strategy:  POST* <ul><ul><ul><li>P eople </li></ul></ul></ul><ul><ul><ul><li>O bjectives </li></ul><...
World AIDS Day 2009
P eople <ul><li>Who  are  you trying to reach?  </li></ul><ul><ul><li>Diverse communities online. </li></ul></ul><ul><li>W...
 
O bjectives <ul><li>What do you want to  accomplish  with new media? </li></ul><ul><ul><li>Reduce HIV stigma and link peop...
S trategy <ul><li>How does new media   support   your online strategy plan? </li></ul><ul><ul><li>Brings information to pe...
T echnology <ul><li>What  tools   best support your   objectives   and match your targeted   audience ?   </li></ul><ul><u...
 
Spectrograph   <ul><ul><li>Where is your organization with integrating new media into your communications plan? </li></ul>...
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN .   Project funded by the Surdna Foundation
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN .   Project funded by the Surdna Foundation
A Morning in Josie’s Life… Remixed from the WeAreMedia Project www.wearemedia.org and NTEN .   Project funded by the Surdn...
POST Share Pair Bernoff J. The POST method: a systematic approach to social strategy. In: Groundswell: How People with Soc...
<ul><li>10 minute break </li></ul>
<ul><ul><li>New media monitoring and evaluation </li></ul></ul>
Listen. Learn. Adapt. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN .   Project funded by the Surdna Fou...
Donate your Status…
<ul><li>What does  success  look like? </li></ul>
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN .   Project funded by the Surdna Foundation
A Facebook Conversation
Blog Comments
Facebook Insights
YouTube Insights
<ul><li>As of today  (10/16)  - </li></ul><ul><li>Twitter:  2852  followers (up 45 from 2807 last week) </li></ul><ul><li>...
A Few Lessons Learned… <ul><li>Learn as you go. </li></ul><ul><li>Check out what your peers are doing.  </li></ul><ul><li>...
When I get back to my organization, my next  new media planning step will be…
Say “cheese!” <ul><li>Stop by  booth #306  in the Golden Gate Ballroom , on the lobby level, and fill out a card saying:  ...
Thank You <ul><li>NMAC  – Circe LeCompte and the rest of the NMAC Team! </li></ul><ul><li>We Are Media  – Beth Kanter, Hol...
WeAreMedia:   www.wearemedia.org
Questions?
Help is Available www.cdc.gov/socialmedia
Stay Connected! <ul><li>Web </li></ul><ul><ul><ul><li>Website: www.AIDS.gov  </li></ul></ul></ul><ul><ul><ul><li>Blog: blo...
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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.

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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 &amp; conversation, YouTube, twitter,
  • Transcript of "U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov"

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