AIDS.gov's User-Generated Content Presentation for CDC's National Conference on Health Communication, Marketing, and Media 2009

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CDC’s 3rd National Conference on Health Communication, Marketing, & Media August 13, 2009, Atlanta

Jennie AndersonCommunications Director, AIDS.govJohn Snow, Inc.

Miguel GomezDirector, AIDS.govU.S. Department of Health & Human Services

FROM FLICKR TO A BLOGGING CALL TO ACTION:

User-Generated Content Lessons Learned From AIDS.gov

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Today’s Agenda

• Who we are and what we do

• User-generated content case study

• Lessons learned

• Questions

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Who is AIDS.gov? And what do we do?

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New Media in Response to HIV

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User-generated content case study: World AIDS Day

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AIDS.gov’s World AIDS Day ‘08 Activities

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Facing AIDS Campaign

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Facing AIDS Facebook Group

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Who responded…

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Bloggers Unite

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Who responded…

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Listening to the Conversation:Twitter Hash Tag #WAD08

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

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What did we learn?

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Lessons Learned – Tools• Twitter: hash tag (#WAD08) to track

conversation.

• Blogs: People will blog about a topic (different from their usual posts) when provided with content (and web badges).

• Facebook: Groups don’t = action.

• Flickr: People reluctant to have “another account”; some hesitant to share photo; interpreted instructions in creative ways.

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Lessons Learned – Strategy• Promotion: Integrated plan (blog, website,

email blasts, SNS, partners, Twitter)

• Power of partnerships: Blog Catalog, CDC, NLM, NIDA,etc.

• Experiment: “Listen, Learn, Adapt” (A favorite of Beth Kanter (http://beth.typepad.com)

• Continue the Conversation: Structure for lasting engagement (i.e.Twitter and SNS)

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Questions?

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What are your suggestions for incorporating user-generated content into

World AIDS Day 2009 (December 1st)?

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Collaborate, Create, Connect Web• Website: http://blog.AIDS.gov • Blog: http://AIDS.gov• Twitter: www.twitter.com/AIDS.gov

Email• Jennie: janderson@jsi.com

• Miguel: Miguel.Gomez@hhs.gov