U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov
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U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov - Presentation Transcript
- 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.
- And, if you are totally new to new media…
- It’s not too late to join the beginner session next door
- Who are we?
- New Media in Response to HIV
- 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
- 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
- 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
- Learn about ways people are using new media tools to listen, connect, and create, in the HIV community.
- Identify steps to start or enhance your new media strategy.
- Identify steps to further monitor and evaluate your new media efforts.
- Stand up if… http://flickr.com/photos/tompagenet/423921086
- What we know about you, your clients, on the Internet…
- 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%
- Of those Online…
- 48% of African American adults and 47% of Latino adults go online using a mobile device .
- 28% of whites do .
- What we know about you, your clients, looking for health info online...
- What are the top 5 things people do when they are online?
- 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
- Who are your clients and are they using new media?
- How do you know?
- How could you find out?
- You, your clients, being social and having a online conversation…
- 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.
- Patients Sharing & Learning
- 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
- 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 Web Marketing Consultant Bonnie Goldman The Body.com UNAIDS
- Let’s look at an example of how these tools can be used in the response to HIV. . .
- 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: ________."
- 10 minute break
- What are the benefits and limitations of new media?
- What are 3 benefits of using new media in response to HIV?
- What are 3 limitations of using new media in HIV?
- 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*
- P eople
- O bjectives
- S trategy
- T echnology
- It’s about your clients.
- Not Everyone Uses New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
- 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.
- NTEN’s Web Communications Strategy
- 1/3 web presence
- 1/3 one-way (email)
- 1/3 social media aspects
- It’s about the planning.
- 10 minute break
- New media strategy
- Approach to New Media Strategy: POST*
- P eople
- O bjectives
- S trategy
- T echnology
- World AIDS Day 2009
- 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.
- 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.
- 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 .
- 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.
- 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
- 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 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.
- 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
- 10 minute break
- New media monitoring and evaluation
- Listen. Learn. Adapt. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
- Donate your Status…
- What does success look like?
- 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
- 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
- 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!
- When I get back to my organization, my next new media planning step will be…
- 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 : ____________."
- 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!
- WeAreMedia: www.wearemedia.org
- Questions?
- Help is Available www.cdc.gov/socialmedia
- 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
- Jennie : janderson@jsi.com
- Josie: jhalpern@jsi.com
- Miguel: Miguel.Gomez@hhs.gov
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