U.S. Conference on AIDS 2009: Introductory New Media Institute by AIDS.gov
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U.S. Conference on AIDS 2009: Introductory New Media Institute by AIDS.gov - Presentation Transcript
- 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
- 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.”
- 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%
- 48% of African American adults and 47% of Latino adults go online using a mobile device .
- 28% of Whites do .
- 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?
- 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)
- 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.
- 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
- Micro-blogging though one 140 character tweet at a time…
- 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”!
- 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?
- 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
- Approach to New Media Strategy: POST*
- P eople
- O bjectives
- S trategy
- T echnology
- 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!
- 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:
- 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
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