U.S. Conference on AIDS 2009: Experienced Users New Media Institute by AIDS.gov

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

Twitter

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: janderson@jsi.com

Josie: jhalpern@jsi.com

Miguel: Miguel.Gomez@hhs.gov