AIDS.gov & Mobile

•

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HIV.gov, Office of HIV/AIDS and Infectious Disease Policy, HHS

Presented April 4, 2012 as part of the "Practical Problem Solving Using Mobile Technology" panel at the 2012 Nonprofit Technology Conference (NTEN) in San Francisco, California.

Technology Business

Mindy Nichamin
AIDS.gov New Media Coordinator

John Snow, Inc. (JSI)
PRACTICAL PROBLEM SOLVING
Slide 1
USING MOBILE TECHNOLOGY

PRACTICAL PROBLEM SOLVING
Slide 2
USING MOBILE TECHNOLOGY

Current State of Mobile

• 46% of U.S. Smartphone Platforms in US, 2011

adults are smartphone
owners (more
prevalent than basic Other
mobile phone owners) (38%)
• Android
• Smartphones and
• iOS
tablets outshipped PCs (62%)
(desktop and
notebooks) for the first
time in Q4 2011
Canalys & Pew Internet

PRACTICAL PROBLEM SOLVING
Slide 3
USING MOBILE TECHNOLOGY

80%
of internet users have
looked online for
health information.
This translates to 59% of all adults.

The Social Life of Health Information, 2011 .May 12, 2011by Susannah Fox
http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx
PRACTICAL PROBLEM SOLVING
Slide 4
USING MOBILE TECHNOLOGY

% of people who use their phone to go online

51 46
Hispanics/
Latinos African
Americans
33
Whites

“ ”
PRACTICAL PROBLEM SOLVING
Slide 5
USING MOBILE TECHNOLOGY

Mobile in 1981

PRACTICAL PROBLEM SOLVING
Slide 7
USING MOBILE TECHNOLOGY

Mobile in 2012

PRACTICAL PROBLEM SOLVING
Slide 8
USING MOBILE TECHNOLOGY

Context Content Container

PRACTICAL PROBLEM SOLVING
Slide 9
USING MOBILE TECHNOLOGY

I’m
I’m bored I’m local I’m social
multitasking

PRACTICAL PROBLEM SOLVING
Slide 11
USING MOBILE TECHNOLOGY

Tiers of Adoption
• SMS
• Lowest
common
denominator
• Universal
adoption

PRACTICAL PROBLEM SOLVING
Slide 12
USING MOBILE TECHNOLOGY

Tiers of Adoption
Mobile Web
– Nearly universal

Applications
– Targeted experience
– Platform specific (Android,
iOS, Windows, Blackberry,
etc.)

PRACTICAL PROBLEM SOLVING
Slide 13
USING MOBILE TECHNOLOGY

Why an App?
• Advantages
• Utilize device-
specific features
• Better overall user
experience
• Revenue generation

PRACTICAL PROBLEM SOLVING
Slide 14
USING MOBILE TECHNOLOGY

 Cons

Must develop for multiple platform
Cost – avg. $30,000 to build per platform
PRACTICAL PROBLEM SOLVING
Slide 15
USING MOBILE TECHNOLOGY

Why a mobile website?
• Advantages
• It’s the web – REACH
• Cross-platform
• Cost is generally less than
app development
• Cons
• Lacks functionality/feel of
app
• Requires network or wifi
connectivity
PRACTICAL PROBLEM SOLVING
Slide 16
USING MOBILE TECHNOLOGY

Return on Investment
Cost vs. Users Reached = 10,000
users reached

Mobile Website

Mobile App
(iPhone only)

Mobile App
(iPhone,Android, BB)

$0 $22,500 $45,000 $67,500 $90,000

Data Source: Mashable – Aaron Maxwell
PRACTICAL PROBLEM SOLVING
Slide 17
USING MOBILE TECHNOLOGY

PRACTICAL PROBLEM SOLVING
Slide 19
USING MOBILE TECHNOLOGY

PRACTICAL PROBLEM SOLVING
Slide 21
USING MOBILE TECHNOLOGY

PRACTICAL PROBLEM SOLVING
Slide 22
USING MOBILE TECHNOLOGY

Results

PRACTICAL PROBLEM SOLVING
Slide 23
USING MOBILE TECHNOLOGY

AIDS.gov mobile site

• Mobile
accounts for
15% of all
traffic to
AIDS.gov (just
4% one year
ago)
• Mobile visits
increased
1100% over the
past year

PRACTICAL PROBLEM SOLVING
Slide 24
USING MOBILE TECHNOLOGY

28,000 actual searches

13% are mobile

PRACTICAL PROBLEM SOLVING
Slide 25
USING MOBILE TECHNOLOGY

18%
The number of mobile users who
land on
How you get HIV or AIDS
(making it the most viewed page)

Mobile users are coming to us for what they see
as our most important content and are
bypassing the home page altogether, it seems.

PRACTICAL PROBLEM SOLVING
Slide 26
USING MOBILE TECHNOLOGY

Private/Personal

PRACTICAL PROBLEM SOLVING
Slide 27
USING MOBILE TECHNOLOGY

QR Codes
AIDS.gov Mobile Site AIDS.gov Locator
http://m.AIDS.gov http://locator.AIDS.gov

PRACTICAL PROBLEM SOLVING
Slide 28
USING MOBILE TECHNOLOGY

Resources
Lance Roggendorff Jeremy Vanderlan
LRoggendorff@icfi.com JVanderlan@icfi.com
@lroggendorff @thulcandrian

Luke Wroblewski Pew Internet & American
www.lukew.com Josh Clark Life Project
www.globalmoxie.com www.pewinternet.org
@lukew
@globalmoxie @Pew_Internet
PRACTICAL PROBLEM SOLVING
Slide 29
USING MOBILE TECHNOLOGY

Stay Connected!

http://m.AIDS.gov http://locator.AIDS.gov

blog.AIDS.gov
twitter.com/AIDSgov
facebook.com/AIDSgov
myspace.com/AIDSgov
flickr.com/AIDSgov
youtube.com/AIDSgov
foursquare.com/AIDSgov
PRACTICAL PROBLEM SOLVING
Slide 30
USING MOBILE TECHNOLOGY

Major trends research notes: The Cambrian Explosion was an inflection point in biological experimentation, innovation and diversification. The Cambrian Cloud is a metaphor that seeks to capture a similar transformative period of rapid experimentation and innovation. The Cambrian Cloud is a low friction, emergent social space in which innovation, collaboration, science, entrepreneurship, complexity, non-linear systems, resources and the diffusion of opportunities all intersect.

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AIDS.gov & Mobile

1. Mindy Nichamin AIDS.gov New Media Coordinator John Snow, Inc. (JSI) PRACTICAL PROBLEM SOLVING Slide 1 USING MOBILE TECHNOLOGY

2. PRACTICAL PROBLEM SOLVING Slide 2 USING MOBILE TECHNOLOGY

3. Current State of Mobile • 46% of U.S. Smartphone Platforms in US, 2011 adults are smartphone owners (more prevalent than basic Other mobile phone owners) (38%) • Android • Smartphones and • iOS tablets outshipped PCs (62%) (desktop and notebooks) for the first time in Q4 2011 Canalys & Pew Internet PRACTICAL PROBLEM SOLVING Slide 3 USING MOBILE TECHNOLOGY

4. 80% of internet users have looked online for health information. This translates to 59% of all adults. The Social Life of Health Information, 2011 .May 12, 2011by Susannah Fox http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx PRACTICAL PROBLEM SOLVING Slide 4 USING MOBILE TECHNOLOGY

5. % of people who use their phone to go online 51 46 Hispanics/ Latinos African Americans 33 Whites “ ” PRACTICAL PROBLEM SOLVING Slide 5 USING MOBILE TECHNOLOGY

6. 30 years ago 6

7. Mobile in 1981 PRACTICAL PROBLEM SOLVING Slide 7 USING MOBILE TECHNOLOGY

8. Mobile in 2012 PRACTICAL PROBLEM SOLVING Slide 8 USING MOBILE TECHNOLOGY

9. Context Content Container PRACTICAL PROBLEM SOLVING Slide 9 USING MOBILE TECHNOLOGY

10. I’m I’m bored I’m local I’m social multitasking

11. PRACTICAL PROBLEM SOLVING Slide 11 USING MOBILE TECHNOLOGY

12. Tiers of Adoption • SMS • Lowest common denominator • Universal adoption PRACTICAL PROBLEM SOLVING Slide 12 USING MOBILE TECHNOLOGY

13. Tiers of Adoption Mobile Web – Nearly universal Applications – Targeted experience – Platform specific (Android, iOS, Windows, Blackberry, etc.) PRACTICAL PROBLEM SOLVING Slide 13 USING MOBILE TECHNOLOGY

14. Why an App? • Advantages • Utilize device- specific features • Better overall user experience • Revenue generation PRACTICAL PROBLEM SOLVING Slide 14 USING MOBILE TECHNOLOGY

15.  Cons Must develop for multiple platform Cost – avg. $30,000 to build per platform PRACTICAL PROBLEM SOLVING Slide 15 USING MOBILE TECHNOLOGY

16. Why a mobile website? • Advantages • It’s the web – REACH • Cross-platform • Cost is generally less than app development • Cons • Lacks functionality/feel of app • Requires network or wifi connectivity PRACTICAL PROBLEM SOLVING Slide 16 USING MOBILE TECHNOLOGY

17. Return on Investment Cost vs. Users Reached = 10,000 users reached Mobile Website Mobile App (iPhone only) Mobile App (iPhone,Android, BB) $0 $22,500 $45,000 $67,500 $90,000 Data Source: Mashable – Aaron Maxwell PRACTICAL PROBLEM SOLVING Slide 17 USING MOBILE TECHNOLOGY

18.

19. PRACTICAL PROBLEM SOLVING Slide 19 USING MOBILE TECHNOLOGY

20. 20

21. PRACTICAL PROBLEM SOLVING Slide 21 USING MOBILE TECHNOLOGY

22. PRACTICAL PROBLEM SOLVING Slide 22 USING MOBILE TECHNOLOGY

23. Results PRACTICAL PROBLEM SOLVING Slide 23 USING MOBILE TECHNOLOGY

24. AIDS.gov mobile site • Mobile accounts for 15% of all traffic to AIDS.gov (just 4% one year ago) • Mobile visits increased 1100% over the past year PRACTICAL PROBLEM SOLVING Slide 24 USING MOBILE TECHNOLOGY

25. 28,000 actual searches 13% are mobile PRACTICAL PROBLEM SOLVING Slide 25 USING MOBILE TECHNOLOGY

26. 18% The number of mobile users who land on How you get HIV or AIDS (making it the most viewed page) Mobile users are coming to us for what they see as our most important content and are bypassing the home page altogether, it seems. PRACTICAL PROBLEM SOLVING Slide 26 USING MOBILE TECHNOLOGY

27. Private/Personal PRACTICAL PROBLEM SOLVING Slide 27 USING MOBILE TECHNOLOGY

28. QR Codes AIDS.gov Mobile Site AIDS.gov Locator http://m.AIDS.gov http://locator.AIDS.gov PRACTICAL PROBLEM SOLVING Slide 28 USING MOBILE TECHNOLOGY

29. Resources Lance Roggendorff Jeremy Vanderlan LRoggendorff@icfi.com JVanderlan@icfi.com @lroggendorff @thulcandrian Luke Wroblewski Pew Internet & American www.lukew.com Josh Clark Life Project www.globalmoxie.com www.pewinternet.org @lukew @globalmoxie @Pew_Internet PRACTICAL PROBLEM SOLVING Slide 29 USING MOBILE TECHNOLOGY

30. Stay Connected! http://m.AIDS.gov http://locator.AIDS.gov blog.AIDS.gov twitter.com/AIDSgov facebook.com/AIDSgov myspace.com/AIDSgov flickr.com/AIDSgov youtube.com/AIDSgov foursquare.com/AIDSgov PRACTICAL PROBLEM SOLVING Slide 30 USING MOBILE TECHNOLOGY

Editor's Notes

Legacy of activism and activity….lots of stakeholders involved in the process.

AIDS.gov & Mobile

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Editor's Notes