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

New Media Institute Introductory Level U.S. Conference on AIDS San Francisco, October 30, 2009
PRESENTERS Miguel Gomez, Director, AIDS.gov
Michelle Samplin-Salgado, New Media Strategist, AIDS.gov
John Snow, Inc.

Who are we?

New Media in Response to HIV

Name
Organization
One thing you hope to get out of today’s session
SHARE PAIR #1: Who are you? © http://www.flickr.com/photos/slgc/2989522327 /

What we hope…

Today’s Agenda
8:30am-10:30pm
How are people using the internet and new media for health information?
What is new media
How can it be used in response to HIV/AIDS
Developing a new media strategy
Monitoring and evaluation

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

Why are we doing this session?

“ Consumers want their health information when they want it, how they want it and in whatever quantities they want it.”
Adapted from Price Waterhouse quote

Challenges
To understand…
how Americans/clients access health information online
what is new media
the role of new media

Who’s online?

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.

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

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 are people doing when they are 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 the Internet?
What new media tools (if any) are they using?
How do you know?
How could you find out?
SHARE PAIR #2: Where are Your Clients? © http://www.flickr.com/photos/sallypics/267299027/

WHAT WE KNOW ABOUT you, your clients, looking for online health information...

150 million U.S. adults have gone online to look for health information .
(that’s 66% of all adults and 81% of those online)
“ Adults Who Have Ever Gone Online for Health Information.” Harris Interactive Inc ., 2008. Available at: http://www. harrisinteractive .com/ harris _poll/index.asp?PID=937 . Accessed 1/27/09.

10 million adults accessed health info through mobile devices last year. Manhattan Research. Ten Million Mobile Health Consumers and Growing – Is Your Brand Ready?. http://www. manhattanresearch .com/newsroom/Press_Releases/future-of- mhealth . aspx . Updated 2009. Accessed July 25, 2009.

Impact of Health Inquiries 42% adults & 60% e-patients say they (or someone they know) have been helped by online medical/health info. 3% say they have been harmed . 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

You, your clients, being social/having a 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

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

And it makes people happy.

“ Don’t give me 1 > thing 2 do!”

Amazing New Directions

Obligation to

What is new media?

Power was here...

Now it’s here.

NEW MEDIA IS … a conversation, levels the playing field, it’s social , trusted, & user-generated.

10 minute break

Let’s look at some examples…

What is a blog?

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

AIDS.gov blog

Bloggers Unite

Twitter

Micro-blogging though one 140 character tweet at a time…
www.tweespeed.com Twitter

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

Twitter Hash Tag #USCA09

Video/Photo Sharing Chicago AIDS Foundation

Every minute, 15 hours of video is uploaded to YouTube. http://www. youtube .com/t/fact_sheet

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: ________."

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

Mobile Text message and beyond….

Text messages > voice calls.
88% of American’s own a cell phone
50% of mobile users send text messages (30% send daily).
Average text message read within 15 minutes .
Little to no “spam”!
Distributive Networks

Social Network Sites

MySpace

Wikis
David Weekly
pbWiki

Helping in the Workplace

Widgets
A widget is a small application that can be posted to a website or blog .

NY Widget

Website Usability
What do you want users to do?
What are they actually doing?

Will it help?

It’s about the message.

It’s about your clients.

It’s about the planning.

Will it help you manage internally?

It’s about time to use these tools in your workplace! RSS Podcasts Blogs Twitter Facebook MySpace YouTube Widgets

It’s cost effective.

Repurpose, Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel

Delivering Content to Other Sites Thanks CDC!

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?
SHARE PAIR #3 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 working together

New media strategy

World AIDS Day 2009

People
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.

Objectives
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.

Strategy
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 .

Technology
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.

SHARE PAIR #4 POST 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

Social Media Strategy Map Goal: To introduce planning questions to ask before getting started with a social media plan. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation

From www. edelman .com

10 minute break

New media monitoring and evaluation

What does success look like?

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

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

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.
Pick the right data points to monitor – make sure whatever you are measuring it linked to your goals!
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

A Facebook Conversation

Facebook Insights

YouTube Insights

As of today (10/16) -
Twitter: 2852 followers (up 45 from 2807 last week);
MySpace: 1196 friends (up 2 from 1194 last week); and
Facebook Fan Page: 1110 fans (up 22 from 1088 last week).
This week we tweeted the following:
Statement by Kathleen Sebelius, Secretary of Health & Human Services, on Ntl Latino AIDS Awareness Day: http://tinyurl.com/ykc8k74 #NLAAD09 (Rt'd 5 times)
Dr Koh, Ast Sec for Health, on Ntl Latino AIDS Awareness Day: http://tinyurl.com/yjyua47 (Eng) http://tinyurl.com/ykzcf6w (Spanish) #NLAAD09 (Rt'd 6 times)
Our most interesting new follower(s) this week:
Alliance of AIDS Services North Carolina: http://twitter.com/AAS_C (ASO, new to Twitter)
Possible tweets for next week :
Texas Orthopaedic Surgeon to Provide Individuals Living with HIV/AIDS Equal Access to Services: http://www. hhs . gov / ocr /office/news/index.html
Registration for usability testing at USCA: http://www.surveymonkey.com
Benchmarks:
Weekly Update 2189 (up 1296) 867 (up 379) 1168 (up 94) 7/31/09 893 followers (up 507) 488 fans (up 156) 1074 friends (up 105) 4/3/09 279 followers (up 279) 245 fans (up 185) 933 friends (up 104) 12/2/09 0 followers 60 fans 829 friends 8/1/08 Twitter: Facebook Fan Page: Myspace: Date: (Every 4 months)

Analytics

How do YOU measure success?

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 because: ____________."

Thank You
NMAC – Circe LeCompte and the rest of the NMAC Team!

Help is available! HHS center for New media www. cdc .gov/ socialmedia Internet Interventions www. internetinterventions .org

Stay Connected! Miguel Gomez [email_address] Michelle Samplin-Salgado [email_address] AIDS.gov blog.AIDS.gov www.twitter.com/AIDSgov www.facebook.com/AIDSgov www.myspace.com/AIDSgov www.youtube.com/AIDSgov www.flick.com/AIDSgov All slides developed by AIDS.gov are identified with the AIDS.gov logo

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

by AIDS.gov, Office of HIV/AIDS and Infectious Disease Policy, U.S. Department of Health and Human Services

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U.S. Conference on AIDS 2009: Introductory New Media Institute by AIDS.gov Presentation Transcript