nastad hep new_media_workshop_111210

New Media: What It Is and How to Get the Most Out of It Miguel Gomez, Director, AIDS.govMichelle Samplin-Salgado, New Media Strategist, AIDS.gov/John Snow, Inc

Today’s Agenda

• What is new media & how is it used

• Using new media in response to Hepatitis

• The pros and cons of new media

• Making a plan

• Is it working?

• Resources and next steps

Define how to use new media in response to Hepatitis.

LEARNING OBJECTIVE 1:

Assess benefits and limitations of new media.

LEARNING OBJECTIVE 2:

Describe the steps involved in developing a new media strategy.

LEARNING OBJECTIVE 3:

Who are we?

ReadyTalk Poll

Who are you? 

o Advocateo Health Departmento CBOo Patiento Industry representativeo Other

New Media in Response to HIV

What is new media?

Connect. Create. Collaborate. Engage.

Listen.

Some of the many (and ever-changing) tools…

RSS Podcasts Blogs

Twitter

Facebook MySpace

YouTube

Widgets Mobile

Foursquare

What new media tools do you use?

o Twitter      o Facebook/MySpaceo Blog      o Podcasts      o Online video/YouTube    o Widgets      o Wikis      o Webinars/Webcasts     o Mobile

ReadyTalk Poll

Connect. Create. Collaborate. Engage.

Listen.

“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.

8 in 10

adults in the U.S. use the Internet.

92%of 18-29 year olds

42%Adults 65+ years

56% Latinos

67%African Americans

48% African Americans

and

47% English-speaking

Hispanics

go online using a

mobile device

28%

White Americans 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

In a typical month

25% of gay men

15% of heterosexual men

Say they send a text message at least

one a day*

Which of the following is NOT one of the top 5 things people do online?• Send or read an email• Use search to find information• Find map or direction• Look for health/medical information• Look for info about a hobby or interest

ReadyTalk Poll:

What Americans are Doing 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.

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

Let’s look at an example of how these tools can be used in the response to HIV. . .

200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together. 

What are the benefits and limitations of new media?

It’s about the message.

Repurpose, Repurpose!

Blog Podcast

Tweet YouTube Channel

Delivering Content

Thanks CDC!

• I’m bored.

• I’m microtasking.

• I’m local.

• I’m social.

Helping in the Workplace

http://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.

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

Questions?

New media strategy

It’s about the planning.

Approach to New Media Strategy

People

Objectives

Strategy Technology

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

Who are you trying to reach?

PEOPLE:

What do you want to accomplish?

Decide on your objective before you decide on technology. Then figure out how to measure it.

OBJECTIVES:

How will your objectives be met? Consider your overall communications plan,

organizational culture, and capacity

STRATEGY:

What’s the most appropriate technology?

A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.

TECHNOLOGY:

What would success look like?

MONITORING & 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

What would success look like to YOU?

A Facebook Conversation

Blog Comments

Facebook Insights

YouTube Insights

As of today (4/22) -• Twitter: 17,964 followers (up 995 from 16,969 last week)

This week we tweeted the following:• Dorothy Height, civil rights activist, stressed the need to

talk about HIV with other issues. Statement on her passing: http://bit.ly/bszhJQ (Rt'd 17 times)

Our most interesting new follower(s) this week:• Harm Reduction Coalition:

http://twitter.com/HarmReduction

Possible tweets for next week: • New report from the Latino Commission on AIDS,

http://bit.ly/c6LPCC

Social Network Weekly Update

Get your feet wet

Help is Available

Questions?

Stay connected!www.AIDS.gov Blog.AIDS.govTwitter.com/aidsgovFacebook.com/aidsgovMyspace.com/aidsgovFlickr.com/aidsgovYouTube.com/aidsgov

EmailMiguel: mgomez@hhs.govMichelle: msamplin@jsi.com