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International AIDS Conference Sharing by Steven Lim, HPB

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  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008
  • Youths and young adults are avid Internet users
  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008 Mobile Phone penetration rate is 131% in 2008.
  • Source: IDA Annual Survey on Infocomm Usage in Household for 2008 Amongst residents who had used any portable infocomm equipment in 2008, 29% of them connected to the Internet wirelessly using their portable equipment
  • New Media

    1. 1. XVIII International AIDS Conference July | 18-23 | 2010 | Vienna, Austria
    2. 2. Some learnings <ul><li>“ Wicked problem” </li></ul><ul><li>Messaging approaches </li></ul><ul><li>Branded approaches in HIV/AIDS communications </li></ul><ul><li>Vaginal microbicides </li></ul><ul><li>Treatment 2.0 </li></ul><ul><li>Social media in HIV/AIDS communications </li></ul>
    3. 3. Examples of social media use in HIV/AIDS <ul><li>(RED) </li></ul><ul><li>UNAIDS </li></ul><ul><li>Livelife </li></ul>
    4. 4. What is social media? Social media Traditional / old media Two-way street One-way street Conversation Monologue Instant Slower Viral Restricted Low-barrier of entry High-barrier of entry
    5. 5. What is social media? <ul><li>Can refer to a range of web technologies, from blogs and wikies to social networking sites </li></ul>
    6. 6. “ We don’t have a choice on whether we do social media, the question is how well we do it”
    7. 7. (RED) <ul><li>Teams up with partner companies to produce (RED) products </li></ul><ul><li>% of product sales goes to the Global Fund to Fight AIDS, Tuberculosis and Malaria </li></ul><ul><li>Network of celebrities as spokespeople </li></ul>
    8. 9. (RED)
    9. 10. (RED) <ul><li>Reach: 550,000 people on Facebook, a million followers on Twitter </li></ul><ul><li>User generated content: users can share individual experiences when buying a (RED) product. </li></ul>
    10. 12. UNAIDS <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    11. 15. Love Life <ul><li>South Africa's largest national HIV prevention initiative for young people. </li></ul><ul><li>Launched in late 1999 as a joint initiative of leading South African non-government organisations and the South African government, in partnership with several private foundations and the private sector </li></ul>
    12. 18. Why bother? <ul><li>Low-cost; important for NGOs </li></ul><ul><li>Social nature  Causes </li></ul><ul><li>Viral potential </li></ul><ul><li>Force for change </li></ul><ul><li>Young people </li></ul><ul><li>Social media as a key media aperture </li></ul><ul><li>Engagement </li></ul>
    13. 21. <ul><li>Social media is capturing a sizable audience in Singapore, at a level comparable to traditional media. </li></ul>Key media aperture
    14. 23. <ul><li>In 2008, the proportion of Singapore households with Internet access has reached </li></ul>Source: IDA Annual Survey on Infocomm Usage in Household for 2008 76%
    15. 25. <ul><li>In 2008, the mobile phone penetration rate is </li></ul>Source: IDA POI 131%
    16. 26. <ul><li>used their portable equipment to connect to the internet in 2008. </li></ul>29% Source: IDA Annual Survey on Infocomm Usage in Household for 2008
    17. 27. Facebook in Singapore Statistics as of 25 Sep 09
    18. 28. But according to [7] … 1.34 million users, based on advertising data What about Straits Times? 1.23 million readers, According to [8] How big is Facebook in Singapore?
    19. 29. How big is blogging in Singapore? <ul><li>How calculations are derived </li></ul><ul><li>No. of Residents (S’poreans + PRs in 2008): 3.6 mil [1] . </li></ul><ul><li>Regular Internet users in S’pore (2008): 90% [2] of Residents, or 3.24 mil. </li></ul><ul><li>Residents who blog regularly (about once every session): 4% [3] , or 129,000 </li></ul><ul><li>Inactive blogs (not updated for more than 2 months): 66% [4] , or 258,000 blogs </li></ul><ul><li>Regular readers (almost once every session): 6% [5] , or 194,000 Internet users </li></ul><ul><li>Internet users who have read a blog at least once in the US: 77% [6] </li></ul><ul><li>Estimated number of irregular blog readers in Singapore: 2.6 mil. </li></ul>Active Blogs 129,000 Inactive Blogs 258,000 Regular Readers 194,000 Irregular Readers 2.60 million 12.1% of S’poreans + PRs 72.2% of S’poreans + PRs Source: Singstat, IDA
    20. 30. Who uses social media? 77.9% of Facebook users are 14 – 34 years old 18-24 y.o. 432,880 32.2% 25-34 y.o. 460,360 34.2% 14-17 154,720 11.5% 35-44 190,040 14.1%
    21. 31. Who uses social media? <ul><li>Bloggers : [26] </li></ul>77.9% of Facebook users are 14 – 34 years old Personal bloggers Non-personal bloggers Mean age: 27 34.9 Yrs of education: 13.4 15.1 Gender (% female) 59.6 19.2 Marital status (% single) 73.4 53.9
    22. 32. Profile of a social media user <ul><li>Usually tertiary student or working adults </li></ul><ul><li>Diploma or degree holders </li></ul><ul><li>Mostly unmarried </li></ul>Generation Y
    23. 33. Generation Y <ul><li>More influenced by their peers (as opposed to authority). </li></ul><ul><li>Attracted to instant-gratification. </li></ul><ul><li>Highly influenced by pop culture. </li></ul><ul><li>Highly competent with computer and Internet usage. </li></ul><ul><li>Value communication and feedback more. </li></ul>
    24. 34. Suggestions for engaging social media users <ul><li>Get users involved as producers </li></ul><ul><li>Highly individualised approach </li></ul><ul><li>Non-authoritative </li></ul><ul><li>Get feedback from them in </li></ul><ul><li>your communication efforts </li></ul><ul><li>Correct communication </li></ul><ul><li>strategies on the fly </li></ul><ul><li>Makes messages creative, </li></ul><ul><li>contagious, and attractive. </li></ul><ul><li>Make use of pop culture </li></ul><ul><li>Big budgets does not = </li></ul><ul><li>big success. Ingenuity </li></ul><ul><li>counts more. </li></ul>Two-way street Conversation Instant Viral Low barrier of entry
    25. 35. Social prosumers <ul><li>Engage as </li></ul><ul><li>- Social prosumers </li></ul><ul><li>Extend message reach through Viral/Ripple Effect </li></ul>
    26. 37. 2-way Information Feedback HIV/AIDS organisations
    27. 39. Conclusion <ul><li>Significant media aperture </li></ul><ul><li>Young people </li></ul><ul><li>Prosumers </li></ul><ul><li>Best practices </li></ul><ul><li>Potential to catalyse change – issue awareness; stigma </li></ul>
    28. 40. Thank you [email_address]