New Media Institute Introductory LevelU.S. Conference on AIDSSan Francisco, October 30, 2009

PRESENTERS

Miguel Gomez, Director, AIDS.gov

Michelle Samplin-Salgado, New Media Strategist, AIDS.govJohn Snow, Inc.

Who are we?

New Media in Response to HIV

• Name• Organization• One thing you hope to get out of

today’s session

SHARE PAIR #1: Who are you?

© http://www.flickr.com/photos/slgc/2989522327/

What we hope…

Today’s Agenda8:30am-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.”

Adapted from Price Waterhouse quote

ChallengesTo 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%

Fox S and Livingston G. “Latinos Online.” Pew Internet & American Life Project, 2007. Available at: http://pewhispanic.org/files/reports/73.pdf. Accessed 8/21/09

“Demographics of Internet Users.” Pew Internet & American Life Project, April 2009. Available at: http://www.pewinternet.org/Static-Pages/Trend-Data/Whos-Online.aspx.

Accessed 8/21/09.

48% of African American adults and 47% of Latino adults go online using a mobile device.

28% of Whites do. Horrigan, John. “Wireless Internet Use.” Pew Internet and American Life Project,

2009. Available at: http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx.

Accessed 8/21/09

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

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.

• 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?

SHARE PAIR #2:

Where are Your Clients?

© http://www.flickr.com/photos/sallypics/267299027/

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)

“Adults Who Have Ever Gone Online for Health Information.” Harris Interactive Inc., 2008. Available at: http://www.harrisinteractive.com/harris_poll/index.asp?PID=937. Accessed 1/27/09.

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.

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.

Impact of Health Inquiries

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.

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

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

Twitter

Micro-blogging though one 140 character tweet at a time…

www.tweespeed.com

Twitter

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

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: ________."

Speaking of Photo Sharing…

In 2008, 216 million people downloaded a video podcast and 215 million downloaded an audio podcast.

Slide Source: Wave3/Universal McCann

MobileText 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”!Distributive Networks

Social Network Sites

MySpace

Wikis

David Weekly pbWiki

Helping in the Workplace

WidgetsA 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?

1. What are 3 benefits of using new media in response to HIV?

2. What are 3 limitations of using new media in HIV?

SHARE PAIR #3

Benefits/Limitations

© http://www.flickr.com/photos/philscoville/1973263527/

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*

PeopleObjectivesStrategy Technology

* ©2007 Forrester Research, Inc. All rights reserved.

World AIDS Day 2009

PeopleWho 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.

ObjectivesWhat 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.

StrategyHow 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.

TechnologyWhat tools best support your objectives andmatch 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 mediamonitoring 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.

Before After ? What did you

plan to do? ? What did you

think would be the result?

? What actually happened? ? How could your results

have been improved? ? What did your audience

think? ? What will you do differently

in the next iteration?

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!

Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation

A Facebook Conversation

Facebook Insights

YouTube Insights

Date:(Every 4 months)

Myspace: Facebook Fan Page: Twitter:

8/1/08 829 friends 60 fans 0 followers

12/2/09933 friends

(up 104)245 fans(up 185)

279 followers(up 279)

4/3/091074 friends

(up 105)488 fans(up 156)

893 followers(up 507)

7/31/091168

(up 94)867

(up 379)2189

(up 1296)

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:

Weekly Update

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 Miguel.Gomez@HHS.gov

Michelle Samplin-Salgado msamplin@jsi.com

AIDS.gov blog.AIDS.gov www.twitter.com/AIDSgov www.facebook.com/AIDSgovwww.myspace.com/AIDSgovwww.youtube.com/AIDSgovwww.flick.com/AIDSgov

All slides developed by AIDS.gov are identified with the AIDS.gov logo