Leading New Media Adoption: Working Effectively Across
Generations
Deb Levine, MA, Executive Director, ISIS, Inc.Margaret Lucas, Youth Marketing Manager
April 15th, 2010
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ISIS, Inc.
• 501(c)3 organization founded in 2001• Creating new & effective tools to reach
people with critical sexual health information
• Providing innovation, leadership, and education for the field
© 2010 ISIS, Inc. All rights reserved.
ISIS Inc.
© 2010 ISIS, Inc. All rights reserved.3
Agenda
• Technology overview & usage statistics
• Exploring the generational digital divide
• Bridging the gap and integrating tech
• Integrating new media examples with ISIS
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Types of Technology• Social networking• Widgets and Apps• Blogs• Wikis• Forums (BBS)• Mobile devices
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Social Networking • Communities of people who share interests
and activities.• Provide a collection of ways for users to
interact, such as chat, text messaging, email, video, voice chat, file sharing, blogging, discussion groups
• MySpace, Facebook, LinkedIn and YouTube
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• Need a slide for LinkedIn
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Social Network Trends
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Widgets and Apps
• Widgets are stand alone applications that are sharable and can run on any web page as long as you have an internet connection and a browser
• Apps are an application that is registered on Facebook or Myspace and can take advantage of all of the features that their platform supports.
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Widgets
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Apps
MyspaceFacebook
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Blogs
• Provide commentary on a subject or personal online diary
• Combines text, images and links with comments by readers
• Blog search engine Technorati tracking 112 million blogs
• LiveJournal, Wordpress, Blogspot• Twitter, status updates, and microblogging
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Microblogging
Twitter Status Updates
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Wikipedia and Wikis
• Wikipedia is an online encyclopedia that uses Wiki technology – software that allows groups of people to work together to create and edit documents
• Built-in checks and balances for accuracy • Used by young people as research tool and
basic information source
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Craigslist
• Online classified ads - anonymous• Only fees for posting help wanted ads• Gen Y use craigslist to find:
Apts.Jobs and short gigsConcert ticketsPersonal ads/missed connectionsDiscussion forums
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• Link from personal ads to forum • Answer 225 questions per year, reaching
99,259 peopleCan you get HPV with covered Can you get HPV with covered BJ,noBJ,no skin skin
contact?contact? < < wonderinginchiwonderinginchi > 04/30 > 04/30 04:44:1904:44:19
dear HSV or HPVdear HSV or HPV < < NPChuck_SFDPHNPChuck_SFDPH > 05/04 > 05/04 20:04:09 great question. No skin contact no 20:04:09 great question. No skin contact no virus transmission. virus transmission.
Safer Sex Forum
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Cell Phone Usage• 70% of 12-14 year olds in the U.S. have their
own phones• ISIS study of low-income youth found:
99.5% have cell phones; about 20% have multiple cell phones100% use their phones for calls and SMS text messaging2/3 use their phones to surf the Web
© 2010 ISIS, Inc. All rights reserved.
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Mobile Devices• Phones used for more than voices.
• SMS text messaging with friends, surfing the Web, keeping in touch w/parents, downloading ringtones/wallpaper.
• SMS is the most widely used mobile application in the world.
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SMS Text Messaging • Keeps them connected with family & friends
• Convenience of being able to communicate from anywhere
• On average, teens send 15-16 texts a day (455 texts/month)
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Integrating New MediaMarketing & Promotion
Large Digital Discussions
Research &
Evaluation
Call to Action & Activism
Digital Distribution
Facebook x x x x x
Twitter x x x x
LinkedIn x x x x
Mobile x x x
Blogs x x x x x
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Gen Y & Technology Overview
• Today’s Gen Y grew up with technology.
• Today’s Gen Y are multi-taskers, in a constant state of “partial attention”.
• Today’s Gen Y do not see the Internet or cell phones as tools; Technology is an indispensable part of their lives.
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Gen Y Online
• 74% of American adults (ages 18 and older) use the internet.
• 73% of teens and 72% of young adults use social network sites.
• American 18 – 24 year olds average 44.5 hours per week in front of a screen. The only thing they do more is sleep!
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Acknowledging Generation Strengths
Gen X and Boomers • Familiar with their
company or organizations objectives and resources.
• Can provide invaluable life experience as mentors to Gen Y.
Gen Y • Uses new media in
their everyday lives and can use it at will.
• Knows what’s up and coming (even if they don’t know it)!
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Generational Gaps
• Often Gen Y and Gen X are not speaking the same language.
• Gen X tends to use new media in a conservative and linear way.
• Harnessing new media seems easy but is very complex.
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Bridging the Gap
• Acknowledge generational gaps.• Invest in Gen Y interns or staff.• Integrate new media into traditional
productivity strategies.• Engage and empower Gen Y staff to
contribute to the organizations “big picture”.
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Integrating Gen Y : Sex::Tech
• Sex::Tech 2010, February 26th and 27th, San Francisco, CA.
• Brought together leaders in the fields of STD prevention, education, health, government and technology to explore ways new media can improve young people’s access to sexual health information.
• Featured youth-led panels where Gen Y showed what types of new media were being used and how the audience could integrate it in their organization
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Sex::Tech 2010
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Sex::Tech and New Media
• Gen Y were integral parts of the abstract committee.
• Used Facebook and Twitter to promote conference.
• Used LinkedIn to alert colleagues, researchers and academics to submit abstracts/proposals.
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Sex::Tech and New Media
• Portions of the conference streamed live online for off-site viewing.
• Utilized mobile messages (text blasts) and blogs to provide people with the latest conference updates.
• Hosted presentations online for download at sextech.org.
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Hookup 61827
Partnered with California Family Health Council and CA Dept of Public HealthTxt Hookup to 61827Youth generated weeklysex info & life advice
Zip code Title X clinic and SBHC search
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Hookup Usage
• Launched April 15, 2009• From April to July: 1074 unduplicated
subscriptions to the hookup, with 109 unduplicated opt-outs.
• 386 clinic requests (290 unduplicated) were received, translating to 27% of subscribers requesting clinic referrals, mostly in dense urban locations
• Evaluation in progress: Via clinic sample and Text / SMS
38© 2010 ISIS, Inc. All rights reserved.
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Say What?!?! Contest• Asked youth best/worst sex advice from
adults that made them go, “Say What?!?!”
• Gen Y staff came up with concept and potential partners.
• Gen X staff facilitated partner relationships.
• Reached 20,000 Gen Y-ers in their digital space.
© 2010 ISIS, Inc. All rights reserved.
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New Media Lessons Learned
• Investing in new media is a one-time expense that provides long-term savings.
• Utilize Gen Y staff to provide feedback and promote programs among their peers.
• Engage with your Gen Y staff. Respect their opinions – they know more than Gen X-ers do!
© 2010 ISIS, Inc. All rights reserved.
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Acknowledgements
• ISIS Staff• California Family Health Council and • CA Dept of Public Health • Dr. Jeff Klausner, SF DPH• The Aspen Institute• Blue Shield of California Foundation
© 2010 ISIS, Inc. All rights reserved.
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Contact Information
ISIS, Inc.409 13th Street, 14th floor
Oakland, CA 94612510-835-9400
510-835-9402 [email protected]
isis-inc.org sextech.org
© 2010 ISIS, Inc. All rights reserved.