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

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
Who are you? Share Pair © http://www.flickr.com/photos/slgc/2989522327 /

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
Ian Anderson POZ/ Smart + Strong Murray Penner NASTAD Erik Ireland Web Marketing Consultant Bonnie Goldman The Body.com Allegra Madsen ISIS Inc

Learn about ways people are using new media tools to listen, connect, and create, in the HIV community.
Learning Objective 1

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%
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.

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

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?
Where are Your Clients? © http://www.flickr.com/photos/sallypics/267299027/

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.
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

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/Limitations © http://www.flickr.com/photos/philscoville/1973263527/

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
* ©2007 Forrester Research, Inc. All rights reserved .

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
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.

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
* ©2007 Forrester Research, Inc. All rights reserved .

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 © http://www.flickr.com/photos/ellenm1/1675567050/

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
Social Network Weekly Update

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

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
Email
Jennie : janderson@jsi.com
Josie: jhalpern@jsi.com
Miguel: Miguel.Gomez@hhs.gov

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

by AIDS.gov, Office of HIV/AIDS Policy, U.S. Department of Health and Human Services on Oct 30, 2009

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