Using Mobile Technology And New Media To Encourage Mobile Lifestyles

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The fast moving, participatory world of new media is embraced by the White House and the CDC, as well as by Lance Armstrong. This presentation, given by invitation at the American College of Sports Medicine 2010 Health and Fitness Summit, educates health professionals on the basics and illustrates how social media and mobile technology can be used to promote programs and engage, educate and motivate individuals.

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Using Mobile Technology And New Media To Encourage Mobile Lifestyles

  1. 1. Utilizing Mobile Technology& New Media to Encourage Mobile Lifestyles<br />Carol E. Torgan, Ph.D., FACSM<br />Kinetics Consulting :: From lab bench to park bench<br />www.caroltorgan.comTwitter: @ctorgan <br />ACSM Health & Fitness Summit April 2010<br />© Carol Torgan, Ph.D. 2010<br />
  2. 2. “What used to take up a building now fits in my pocket, and what fits in my pocket will fit inside a blood cell in 25 years.” <br />– Ray Kurzweil, inventor and futurist<br />U.S. Army Photo, courtesy http://ftp.arl.army.mil/historic-computers/<br />© Carol Torgan, Ph.D. 2010<br />
  3. 3. Definitions and basics<br />New media<br />Generic term for communication that is digital or computerized. <br />Distinct from “old’ media (newspapers, magazines, TV, books) <br />Social media<br />Media designed or created to be shared through social interaction.<br />Social interaction occurs via technology <br />User-generated content, multi-directional conversations<br />© Carol Torgan, Ph.D. 2010<br />
  4. 4. Definitions and basics<br />Health 2.0<br />Web 2.0 for health care: Individuals are partners in their health(care) <br />Participatory, transparent, patient-empowered<br />eHealth<br />Health services and information delivered or enhanced through the Internet and related technologies <br />e = electronic<br />mHealth <br />A subset of eHealth<br />Mobile health - delivery of healthcare services via mobile communication devices<br />© Carol Torgan, Ph.D. 2010<br />
  5. 5. essence of new media and mHealth <br />educate<br />enable<br />encourage<br />excite<br />engage<br />empower<br />‘e’ also stands for:<br />© Carol Torgan, Ph.D. 2010<br />
  6. 6. Change in internet use by age, 2000-2009<br />74%<br />of all adults <br />18 and older<br />access the internet<br />Change in internet access by age group, 2004-2009, Pew Internet, Feb 3, 2010<br />http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  7. 7. Growth in Social Networking Sites, 2005-2009<br />47%<br />of online adults use social networking sites <br />- Pew<br />~ 4/5 internet users visited a social networking site in Dec 2009<br />- ComSCORE<br />- Adults on Social Network Sites, 2005-2009, Pew Internet, Oct 8, 2009<br />http://www.pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx<br />- ComSCORE, The 2009 U.S. Digital Year in Review. A Recap of the Year in Digital Marketing, Feb 2010.<br />© Carol Torgan, Ph.D. 2010<br />
  8. 8. Median ages of users (as of Sept 2009) <br />MySpace 26<br />Twitter 31 <br />Facebook 33 (was 26 in May 08)<br />LinkedIn 39<br />Twitter and Status Updating, Fall 2009. S. Fox, K. Zickuhr, A. Smith, Oct 21, 2009, Pew Internet,<br />http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  9. 9. Who is on ?<br />1 in 5internet users are on Twitter <br /> or another status update service <br />Ages 18-29 [31] 30-49 50-64 65+<br /> 33% median 22% 9% 4%<br />White 19% African American 26% Hispanic 18%<br />Twitter and Status Updating, Fall 2009. S. Fox, K. Zickuhr, A. Smith, Oct 21, 2009, Pew Internet,<br />http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  10. 10. Videos<br />86%of the total U.S. online population viewed <br /> video content in Dec 2009<br />187 average # videos the online viewer <br />consumed in Dec 2009 <br /> (up 95% vs. a year ago) <br />4.1 min duration of the average video viewed <br /> (up from 3.2 min a year ago)<br />Source: ComSCORE, The 2009 U.S. Digital Year in Review. A Recap of the Year in Digital Marketing, Feb 2010. <br />© Carol Torgan, Ph.D. 2010<br />
  11. 11. Mobile<br />© Carol Torgan, Ph.D. 2010<br />
  12. 12. Mobile Use<br />As of December 2009 -<br />285 million wireless subscriber connections<br />23% of households are wireless only<br />153 billion monthly SMS messages <br />Source: CTIA-The Wireless Association® <br />http://www.ctia.org/advocacy/research/index.cfm/AID/10323<br />© Carol Torgan, Ph.D. 2010<br />
  13. 13. Mobile Activities by Race<br />Wireless Internet Use. Pew Internet and American Life Project, J. Horrigan, July, 2009.<br />http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  14. 14. Mobile Activities by Age<br />Wireless Internet Use. Pew Internet and American Life Project, J. Horrigan, July, 2009.<br />http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  15. 15. Try waking a teenager in the morning, and the odds are good that you’ll find a cell phone tucked under their pillow – the last thing they touch before falling asleep and the first thing they reach for upon waking.<br />Victoria J. Rideout, Ulla G. Foehr and Donald F. Roberts, <br />Generation M2: Media in the Lives of 8- to 18-Year-Olds. <br />Kaiser Family Foundation, 2010. http://www.kff.org/entmedia/8010.cfm<br />© Carol Torgan, Ph.D. 2010<br />
  16. 16. …we don’t merely adopt mobile devices; <br />we marry them. <br />We usually spend more time with our mobile phones than with our spouses or partners. Just count up the hours and compare.<br />BJ Fogg & Dean Eckles,<br />Mobile Persuasion, Stanford Captology Media, 2007.<br />© Carol Torgan, Ph.D. 2010<br />
  17. 17. What U.S. adults are doing online<br />89%Send or read e-mail<br />88% Use search engine to find information<br />86% Search for a map or driving directions<br />83%Look for health / medical information<br />83% Look for info on a hobby / interest<br />Pew Internet and American Life Project, Trend data, updated Dec 4, 2009. http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  18. 18. Health Topics<br />Chronic disease and the internet. Pew Internet and American Life Project,S. Fox, K. Purcell, <br />March 2010. http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  19. 19. Exercise or fitness information<br />> 50% <br />internet users have looked online for<br />fitness/exercise information<br />The Social Life of Health Information, Pew Internet and & American Life Project, S. Fox & S. Jones, June, 2009.<br />www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  20. 20. Living with chronic disease is also associated, once <br />someone is online, with a greater likelihood to access <br />user-generated health content such as <br />blog posts, hospital reviews, doctor reviews, and podcasts. <br />These resources allow an internet user to dive deeply into a health topic, <br />using the internet as a communications tool, <br />not simply an information vending machine.<br />S. Fox, K. Purcell, Chronic disease and the internet. Pew Internet and American Life Project, <br />March 2010. http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx<br />© Carol Torgan, Ph.D. 2010<br />
  21. 21. Getting started<br />People<br /> Objectives<br /> Strategy <br /> Technology<br />Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007<br />© Carol Torgan, Ph.D. 2010<br />
  22. 22. People<br />Who are you trying to reach? <br />What is their age and health status?<br />Where are they online?<br />What tools are they using?<br />Know your audience.<br />Individuals come 1st<br />Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007<br />© Carol Torgan, Ph.D. 2010<br />
  23. 23. Objective <br />What do you want to accomplish?<br />Raise awareness?<br />Get people to start talking?<br />Get people to start moving? <br />Get people to keep moving?<br />What is it you want to change or influence?<br />pre-contemplation > contemplation <br />preparation > action > maintenance<br />Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007<br />© Carol Torgan, Ph.D. 2010<br />
  24. 24. Strategy<br />What are your resources? <br />Content, skills <br />technology, time, money<br />What’s your goal? <br />How will you reach your objective? <br />How will you measure it?<br />Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007<br />© Carol Torgan, Ph.D. 2010<br />
  25. 25. Technology<br />What’s the most appropriate tool <br />to use (or not use)?<br />What are you comfortable with?<br />What are your clients comfortable with?<br />(These need to match)<br />Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007<br />© Carol Torgan, Ph.D. 2010<br />
  26. 26. Examples<br />© Carol Torgan, Ph.D. 2010<br />
  27. 27. www.AIDS.gov<br />© Carol Torgan, Ph.D. 2010<br />
  28. 28. UMMC<br />© Carol Torgan, Ph.D. 2010<br />
  29. 29. H1N1 Flu<br />© Carol Torgan, Ph.D. 2010<br />
  30. 30. FDA Peanut Recall<br />Placed on over 20,000 sites<br />Over 20 million page views<br />Sanjay Koyani, Director, FDA Web Communications<br />http://www.slideshare.net/ClearedJobsNet/fda-digital-communication-efforts<br />© Carol Torgan, Ph.D. 2010<br />
  31. 31. Content creation<br />2009 Flu Prevention PSA Contest<br /><ul><li> Create a 15, 30, or 60s video promoting good hygiene
  32. 32. Inform about the flu, prevent spread
  33. 33. Winner gets $2500 in cash, featured on national TV</li></ul>Received 200 entries<br />Panel of experts determined top 10 videos<br />Top 10 posted on HHS YouTube Channel for public vote <br />Over 50,000 votes cast in 18 days<br />© Carol Torgan, Ph.D. 2010<br />
  34. 34. 2009 Flu Prevention PSA Contest<br />http://www.flu.gov/video/psa/h1n1rap.html<br />http://www.youtube.com/user/USGOVHHS#p/c/CFBDB58499FC708B/23/_gwUdmPl0bU<br />© Carol Torgan, Ph.D. 2010<br />
  35. 35. Contests<br />National Zoo octopus naming contest<br /><ul><li> Vote on 1 of 4 names
  36. 36. Winning name announced onoctopus cam,</li></ul> Facebook and Twitter<br />National Zoo http://nationalzoo.si.edu<br />© Carol Torgan, Ph.D. 2010<br />
  37. 37. Group participation<br />National Wear Red Day<br />National Heart, Lung, and Blood Institute<br />National Institutes of Health<br />http://www.flickr.com/groups/nationalwearredday/pool/<br />© Carol Torgan, Ph.D. 2010<br />
  38. 38. Patient centered communities<br />© Carol Torgan, Ph.D. 2010<br />
  39. 39. Using Twitter to get fitter<br />© Carol Torgan, Ph.D. 2010<br />
  40. 40. Mobile<br />Communication<br />Information & education<br />Data entry, client & patient monitoring <br />Management of diseases & conditions <br />Multiple formats<br /> “doc in a poc”<br />© Carol Torgan, Ph.D. 2010<br />
  41. 41. text4baby <br />www.text4baby.org/<br />Text BABY (BEBE for Spanish)<br />to 511411<br />Get FREE messages each week on your cell phone to help you through your pregnancy and your baby's first year. <br />Broad, public-private partnership: government, corporations, academic institutions, professional associations, tribal agencies, <br />non-profit organizations.<br />© Carol Torgan, Ph.D. 2010<br />
  42. 42. Mobile: Project Masiluleke<br />Problem<br />South Africa HIV/AIDS epidemic<br />In some provinces > 40% of population infected<br />Only 2% ever tested for HIV <br />Of HIV+, only 10% receiving anti-retroviral therapy<br />Social stigma, wide-spread misinformation<br />Solution<br />~100% South Africans have access to mobile device<br />“Please Call Me” text messages widely used, free <br />>100 character free space<br />Information + technology collaboration<br />Deliver ~1 million HIV/AIDS &TB messages /day<br />1.2 million calls to the National AIDS Helpline. <br />Self testing, appt reminders<br />http://www.poptech.org/project_m<br />© Carol Torgan, Ph.D. 2010<br />
  43. 43. CDC Mobilewww.cdc.gov/Mobile/<br />text HEALTH to 87000 <br />No charge<br />Can opt out<br />© Carol Torgan, Ph.D. 2010<br />
  44. 44. Health & fitness apps<br />© Carol Torgan, Ph.D. 2010<br />
  45. 45. Mobile<br />Persuasive, intimate, comfortable<br />Reach people where they are<br />Tailored, relevant <br />Real time<br />Use icons – overcome literacy issues<br />Non-stigmatizing<br />© Carol Torgan, Ph.D. 2010<br />
  46. 46. Issues and Barriers<br />© Carol Torgan, Ph.D. 2010<br />
  47. 47. Security and privacy<br />Personal information<br />Web site privacy settings and policies<br />Digital footprint<br />Security settings on cell phones<br />Passwords<br />© Carol Torgan, Ph.D. 2010<br />
  48. 48. Digital footprint<br />"Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work."<br />© Carol Torgan, Ph.D. 2010<br />
  49. 49. Location<br />http://pleaserobme.com/<br />© Carol Torgan, Ph.D. 2010<br />
  50. 50. Policies<br />Transparency, disclaimers, confidentiality, attribution<br />Policies list http://socialmediagovernance.com/policies.php<br />NOTE: Tweets <br />by Followers/ Following do <br />not necessarily represent the views of the NIH Clinical Center. <br />© Carol Torgan, Ph.D. 2010<br />
  51. 51. Policies (& transparency)<br />www.tsa.gov/blog/<br />© Carol Torgan, Ph.D. 2010<br />
  52. 52. Identity & brand<br />© Carol Torgan, Ph.D. 2010<br />
  53. 53. Just because you can, should you?<br />Who is your target audience?<br />What are your goals?<br />Do you have the time?<br />© Carol Torgan, Ph.D. 2010<br />
  54. 54. What now?<br />Listen, lurk, and learn<br />LISTEN to your target audience<br />Participate and engage<br />© Carol Torgan, Ph.D. 2010<br />
  55. 55. Get feedback<br />Don’t make assumptions.<br />Try something. <br />Ask for feedback.<br />Try something else. <br />Ask again.<br />© Carol Torgan, Ph.D. 2010<br />
  56. 56. Don’t ignore traditional media<br />Email footers<br />Newsletters<br />Pamphlets<br />Business cards<br />Bathroom stall approach<br />© Carol Torgan, Ph.D. 2010<br />
  57. 57. Evaluation<br />Metrics<br />People engaged<br />Views<br />Conversations<br />Awareness<br />Action<br />Outcomes<br />http://www.cdc.gov/metrics/socialmedia/online-video.html<br />© Carol Torgan, Ph.D. 2010<br />
  58. 58. Future<br />© Carol Torgan, Ph.D. 2010<br />
  59. 59. What are you doing? Vs.Where are you?<br />www.foodspotting.com<br />© Carol Torgan, Ph.D. 2010<br />
  60. 60. Multi-dimensional engagement<br />© Carol Torgan, Ph.D. 2010<br />
  61. 61. Quantified Self<br />Self measurement<br />Automated<br />Biosensors<br />Chart, compare<br />Stats, data visualization<br />Mashups<br />Athletes<br />Patients<br />Wired Magazine, July 2009<br />© Carol Torgan, Ph.D. 2010<br />
  62. 62. How to tell if you’re successful<br />© Carol Torgan, Ph.D. 2010<br />
  63. 63. Carol E. Torgan, Ph.D., FACSM<br />Kinetics Consulting :: From lab bench to park bench<br />Twitter @ctorgan<br />www.caroltorgan.com<br />Full list of resources related to the talk are posted<br />© Carol Torgan, Ph.D. 2010<br />

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