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New Media Institute for beginner users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by AIDS.gov's Michelle Samplin-Salgado and Miguel Gomez.

New Media Institute for beginner users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by AIDS.gov's Michelle Samplin-Salgado and Miguel Gomez.

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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…
  • Note: mention something about understanding individual sexual health risk
  • Notes about active blogs. Get to the blog stakeholders. Find NYT article Add old justin image and bloggers unite
  • http://www.wordle.net/ (if internet connection available)
  • Forrester Social Technology Profile Tool http://www.forrester.com/Groundswell/profile_tool.html Pew Internet and American Life http:// www.pewinternet.org Listen
  • Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment People: Who are you trying to reach? What do you know about how/if they use new media? How can you find out more? Objective: What do you want to accomplish with new media? How does new media support your organization’s mission or communications plan? Strategy: How does new media support your online strategy plan? How will you get your organization to embrace your new media strategy? Is there an “ offline ” component that you need to support/connect? Technology: What tools best support your objectives and match your targeted audience ? What do you have the capacity to implement?
  • Support each other
  • Examples, fb stats & conversation, YouTube, twitter,

Transcript

  • 1.
    • 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.
  • 2. Who are we?
  • 3. New Media in Response to HIV
  • 4.
    • 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 /
  • 5. What we hope…
  • 6. 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
  • 7. Stand up if… http://flickr.com/photos/tompagenet/423921086
  • 8. Why are we doing this session?
  • 9.
    • “ 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
  • 10. Challenges
    • To understand…
    • how Americans/clients access health information online
    • what is new media
    • the role of new media
  • 11. Who’s online?
  • 12.
    • 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.
  • 13.
    • 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
  • 14. 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
  • 15.
    • 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/
  • 16. WHAT WE KNOW ABOUT you, your clients, looking for online health information...
  • 17.
    • 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.
  • 18. 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.
  • 19. 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
  • 20. You, your clients, being social/having a conversation…
  • 21.
    • 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
  • 22. Patients Sharing & Learning
  • 23. When I get back to my organization, my next new media planning step will be…
  • 24. And it makes people happy.
  • 25. “ Don’t give me 1 > thing 2 do!”
  • 26. Amazing New Directions
  • 27. Obligation to
  • 28. What is new media?
  • 29. Power was here...
  • 30. Now it’s here.
  • 31. NEW MEDIA IS … a conversation, levels the playing field, it’s social , trusted, & user-generated.
  • 32.
    • 10 minute break
  • 33. Let’s look at some examples…
  • 34. What is a blog?
  • 35. 1.5 million new blog posts are created every day. http:// technoratimedia .com
  • 36. AIDS.gov blog
  • 37. Bloggers Unite
  • 38. Twitter
  • 39.
    • Micro-blogging though one 140 character tweet at a time…
    www.tweespeed.com Twitter
  • 40. 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
  • 41. Twitter Hash Tag #USCA09
  • 42. Video/Photo Sharing Chicago AIDS Foundation
  • 43. Every minute, 15 hours of video is uploaded to YouTube. http://www. youtube .com/t/fact_sheet
  • 44.  
  • 45. 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: ________."
  • 46. In 2008, 216 million people downloaded a video podcast and 215 million downloaded an audio podcast . Slide Source: Wave3/Universal McCann
  • 47.  
  • 48. Mobile Text message and beyond….
  • 49.
    • 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
  • 50.  
  • 51. Social Network Sites
  • 52. MySpace
  • 53.  
  • 54.  
  • 55. Wikis
      • David Weekly
      • pbWiki
  • 56. Helping in the Workplace
  • 57. Widgets
      • A widget is a small application that can be posted to a website or blog .
  • 58. NY Widget
  • 59. Website Usability
    • What do you want users to do?
    • What are they actually doing?
  • 60. Will it help?
  • 61. It’s about the message.
  • 62. It’s about your clients.
  • 63. It’s about the planning.
  • 64. Will it help you manage internally?
  • 65. It’s about time to use these tools in your workplace! RSS Podcasts Blogs Twitter Facebook MySpace YouTube Widgets
  • 66. It’s cost effective.
  • 67. Repurpose, Repurpose, Repurpose! Blog Podcast Tweet YouTube Channel
  • 68. Delivering Content to Other Sites Thanks CDC!
  • 69. What are the benefits and limitations of new media?
  • 70.
    • 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/
  • 71. Benefits of New Media Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
  • 72. It’s about working together
  • 73.
      • New media strategy
  • 74. Approach to New Media Strategy: POST*
      • P eople
      • O bjectives
      • S trategy
      • T echnology
    * ©2007 Forrester Research, Inc. All rights reserved .
  • 75. World AIDS Day 2009
  • 76. 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.
  • 77.  
  • 78. 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.
  • 79. 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 .
  • 80. 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.
  • 81.  
  • 82. 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
  • 83. 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
  • 84. From www. edelman .com
  • 85.
    • 10 minute break
  • 86.
      • New media monitoring and evaluation
  • 87.
    • What does success look like?
  • 88. 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
  • 89. Listen. Learn. Adapt. Remixed from the WeAreMedia Project www.wearemedia.org and NTEN . Project funded by the Surdna Foundation
  • 90. 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
  • 91. A Facebook Conversation
  • 92. Facebook Insights
  • 93. YouTube Insights
  • 94.
    • 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)
  • 95. Analytics
  • 96.
    • How do YOU measure success?
  • 97. When I get back to my organization, my next new media planning step will be…
  • 98. 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: ____________."
  • 99. Thank You
    • NMAC – Circe LeCompte and the rest of the NMAC Team!
  • 100. Help is available! HHS center for New media www. cdc .gov/ socialmedia Internet Interventions www. internetinterventions .org
  • 101. 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