Published on, a program of the Office of HIV/AIDS Policy in the U.S. Department of Health and Human Services, provides access to Federal HIV programs, policies, and resources through its website ( and new media channels (e.g. blog, Twitter, Facebook, YouTube, Flickr). also plans, implements, and evaluates domestic World AIDS Day and National HIV Testing Day initiatives. In this session, the team will provide an overview of the tools and strategies that uses to best reach their diverse audiences. The presentation will also provide a case study of Facing AIDS for World AIDS Day (December 1), an online photo initiative in which diverse audiences across the country shared photos of themselves holding signs stating why they were “Facing AIDS” for World AIDS Day. The initiative’s goals were to help reduce HIV stigma and promote HIV testing.

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  1. 1. Facing AIDS via Twitter, Widgets, Mobile & More: Government Strategies for Online Engagement (11NTCgovt) Jeremy Vanderlan Lead Web Developer
  2. 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCgovt to 69866. ONLINE Use 11NTCgovt at
  3. 3. MOBILE WEB SITE Jeremy Vanderlan Lead Web Developer,
  4. 4. Mobile Growth Rate
  5. 5. Content Creation Approach
  6. 6. <ul><li>I’m bored. </li></ul><ul><li>I’m microtasking. </li></ul><ul><li>I’m local. </li></ul><ul><li>I’m social. </li></ul>
  7. 7. <ul><li>I’m bored. Distract me! </li></ul>
  8. 8. <ul><li>I’m microtasking. Answer my question. </li></ul>
  9. 9. <ul><li>I’m local. Where am I? What’s here? </li></ul>
  10. 10. <ul><li>I’m social. Check this out! </li></ul>
  11. 11. <ul><li>Content depends on contextual cues. This also applies to desktop in different scenarios. </li></ul>
  12. 12. <ul><li>I’m bored. </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Distraction </li></ul></ul><ul><ul><li>Timesink </li></ul></ul>
  13. 13. <ul><li>I’m microtasking. </li></ul><ul><ul><li>Searchable </li></ul></ul><ul><ul><li>Indexable </li></ul></ul><ul><ul><li>Easy to find/navigate </li></ul></ul><ul><ul><li>Lightweight </li></ul></ul>
  14. 14. <ul><li>I’m local. </li></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Maps </li></ul></ul><ul><ul><li>Directions </li></ul></ul>
  15. 15. <ul><li>I’m social. </li></ul><ul><ul><li>Shareable </li></ul></ul><ul><ul><li>Fodder for discussion </li></ul></ul><ul><ul><li>Grindr </li></ul></ul>
  16. 16. <ul><li>Mobile vs. Desktop </li></ul><ul><li>Native vs. Web App </li></ul><ul><li>Touch vs. Feature </li></ul>
  17. 17. <ul><li>I’m bored. </li></ul><ul><li>Interactive! </li></ul><ul><li>Video </li></ul><ul><li>Native games </li></ul>
  18. 18. <ul><li>I’m microtasking. </li></ul><ul><li>Bring most important content to the forefront. </li></ul><ul><li>Easy differentiation between essential/non-essential. </li></ul><ul><li>Web apps best suited. </li></ul>
  19. 19. <ul><li>I’m local. </li></ul><ul><li>Check-ins </li></ul><ul><li>Reviews </li></ul><ul><li>Geolocation </li></ul><ul><li>Combination of native/web apps </li></ul>
  20. 20. <ul><li>I’m social. </li></ul><ul><li>Fits on the screen </li></ul><ul><li>No scroll </li></ul><ul><li>Touch point </li></ul><ul><li>Communicates a message in less than 5 seconds </li></ul>
  21. 21. Tiers of Adoption <ul><li>SMS </li></ul><ul><ul><li>Lowest common denominator </li></ul></ul><ul><ul><li>Universal adoption </li></ul></ul><ul><li>Mobile Web </li></ul><ul><ul><li>Nearly universal </li></ul></ul><ul><li>Native Applications </li></ul><ul><ul><li>Targeted experience </li></ul></ul><ul><ul><li>Platform specific (Android, iOS, Windows, Blackberry, etc...) </li></ul></ul>
  22. 22. What to Build?
  23. 23. Native Application <ul><li>Advantages </li></ul><ul><ul><li>Utilize device-specific features </li></ul></ul><ul><ul><li>Better overall user experience </li></ul></ul><ul><ul><li>Revenue Generation </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Must develop for multiple platforms </li></ul></ul><ul><ul><li>Device Market Share (Q4 - 2010) </li></ul></ul><ul><ul><ul><li>iPhone - 6.75% </li></ul></ul></ul><ul><ul><ul><li>Android - 7.75% </li></ul></ul></ul><ul><ul><ul><li>Blackberry - 8.53% </li></ul></ul></ul><ul><ul><li>Cost - Avg. $30,000 to build per platform </li></ul></ul>
  24. 24. Mobile Website <ul><li>Pros </li></ul><ul><ul><li>It’s the web - REACH </li></ul></ul><ul><ul><li>Cross-platform </li></ul></ul><ul><ul><li>Cost is generally less than native app development </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Lacks functionality/feel of native app </li></ul></ul><ul><ul><li>People tend to prefer a good native app over a mobile website, if both are available </li></ul></ul>
  25. 25. ROI <ul><li>Assuming the same cost to develop </li></ul><ul><ul><ul><ul><ul><li>Source - Mashable - Aaron Maxwell </li></ul></ul></ul></ul></ul>
  26. 26. Intersection of Social Media / Mobile <ul><li>Foursquare </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook Places </li></ul><ul><li>Gowalla </li></ul><ul><li>Geolocation </li></ul>
  27. 27. Mobile Site
  28. 28. in WCMS <ul><li>Write once, publish to 3 separate layouts </li></ul>
  29. 29.
  30. 30.
  31. 31.
  32. 32. Mobile Locator
  33. 33. QR Codes Locator Mobile Site
  34. 34. <ul><li>Further Reading… </li></ul>Luke Wroblewski Twitter: @lukew Josh Clark Tapworthy - Twitter: @globalmoxie