New Media Institute Intermediate Level U.S. Conference on AIDS San Francisco, October 29, 2009 Jennie Anderson Communications Director, AIDS.gov John Snow, Inc. Josie Halpern-Finnerty Project Coordinator, AIDS.gov John Snow, Inc.
U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov
Sep 06, 2014
New Media Institute for experienced users at the U.S. Conference on AIDS in San Francisco on October 29, 2009. Facilitated by Jennie Anderson and Josie Halpern-Finnerty.
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New Media Institute Intermediate LevelU.S. Conference on AIDSSan Francisco, October 29, 2009Jennie AndersonCommunications Director, AIDS.govJohn Snow, Inc.
Josie Halpern-FinnertyProject Coordinator, AIDS.govJohn Snow, Inc.
And, if you are totally new to new media…
It’s not too late to join the beginner session next door
Who are we?
New Media in Response to HIV
• Name• Organization, City• What you are going to be for
Halloween or who would be if you were going to dress up
• One thing you hope to get out of today’s institute
Who are you? Share Pair
© http://www.flickr.com/photos/slgc/2989522327/
Today’s Agenda– Part I
8:30am-12:30pm
• Who is using new media and how are they using it to respond to HIV
• Benefits and limitations of new media
• Building or augmenting a new media strategy
• Monitoring and evaluating new media efforts
Today’s Agenda– Part II2:30-4:00pm--Powell Room, 6th Floor
Panel with new media experts
4:00-5:30pmAIDS.gov team members available to answer questions
Ian AndersonPOZ/ Smart + Strong
Murray Penner NASTAD
Erik IrelandWeb Marketing
Consultant
Bonnie GoldmanThe Body.com
Allegra MadsenISIS Inc
Learn about ways people are using new media tools to listen, connect, and create, in the HIV community.
Learning Objective 1
Identify steps to start or enhance your new media strategy.
Learning Objective 2
Identify steps to further monitor and evaluate your new media efforts.
Learning Objective 3
Stand up if…
http://flickr.com/photos/tompagenet/423921086
What we know about you, your clients, on the Internet…
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.
Of those Online…
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 we know about you, your clients, looking for health info online...
What are the top 5 thingspeople do when they are online?
What People are Doing Online90% 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 new media?
How do you know?
How could you find out?
Where are Your Clients?
© http://www.flickr.com/photos/sallypics/267299027/
You, your clients, being social and having a online 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
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
How are people using new media to respond to HIV?
Some of the many (and ever-changing) tools…
RSS Podcasts Blogs
Facebook MySpace
YouTube
Widgets
Ian AndersonPOZ/ Smart +
Strong
Allegra MadsenISIS Inc
Murray Penner NASTAD
Erik IrelandWeb Marketing Consultant
Bonnie GoldmanThe Body.com
UNAIDS
This Afternoon’s Panel- 2:30pm
Let’s look at an example of how these tools can be used in the response to HIV. . .
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…
10 minute break
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?
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 the message.
Repurpose, Repurpose!
Blog Podcast
Tweet YouTube Channel
Delivering Content to Other Sites
Thanks CDC!
Helping in the Workplace
Approach to New Media Strategy: POST*PeopleObjectivesStrategy Technology
* ©2007 Forrester Research, Inc. All rights reserved.
It’s about your clients.
Not Everyone Uses New Media
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
www.chrisbrogan.com/social-media-is-not-a-life-raft/
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
NTEN’s WebCommunications Strategy
• 1/3 web presence• 1/3 one-way (email)• 1/3 social media
aspects
Remixed from WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation.
It’s about the planning.
10 minute break
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.
Technology
What 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.
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Spectrograph Where is your organization with integrating new media into your communications plan?
© http://www.flickr.com/photos/ellenm1/1675567050/
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
A Morning in Josie’s Life…
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
8:30 a.m. Monitor: blog comments, social network sites, Twitter.
9:30 a.m. Listen: read blogs, alerts, look for new information.
10:30 a.m. – 12:30 p.m.
Content creation: work on next blog post, update SNS as needed, develop promotional tools.
Throughout the day:
Check: any ongoing campaigns, keep an eye on Twitter, coordinate efforts.
POST Share Pair
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
10 minute break
New media monitoring and evaluation
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
Donate your Status…
What does success look like?
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
A Facebook Conversation
Blog Comments
Facebook Insights
YouTube Insights
As of today (10/16) -• Twitter: 2852 followers (up 45 from 2807 last
week)
This week we tweeted the following:• Statement by Kathleen Sebelius, Secretary of
Health & Human Services, on Ntl Latino AIDS Awareness Day (Rt'd 5 times)
Our most interesting new follower(s) this week:• Alliance of AIDS Services North Carolina
Possible tweets for next week: • Texas Orthopaedic Surgeon to Provide
Individuals Living with HIV/AIDS Equal Access to Services
Social Network Weekly Update
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.• Make sure whatever you are measuring
is linked to your goals!
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
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: ____________."
Thank You• NMAC – Circe LeCompte and the
rest of the NMAC Team!• We Are Media – Beth Kanter, Holly
Ross, and many others! • AIDS.gov team —Miguel Gomez
and the rest of the team!
WeAreMedia: www.wearemedia.org
Questions?
Help is Available
www.cdc.gov/socialmedia
Stay Connected!Web
• Website: www.AIDS.gov • Blog: blog.AIDS.gov• Twitter: www.twitter.com/AIDS.gov• Facebook: www.facebook.com/AIDSgov• MySpace: www.myspace.com/AIDSgov
Email Jennie: [email protected]
Josie: [email protected]
Miguel: [email protected]
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