Wikis, Blogs, Texting, and MoreU.S. Conference on AIDSSan Francisco, October 30, 2009

PRESENTERS

Miguel Gomez, Director, AIDS.gov

Jennie Anderson, Director of Communications, AIDS.gov

Michelle Samplin-Salgado, New Media Strategist, AIDS.govJohn Snow, Inc.

Who are we?

New Media in Response to HIV

• Name• Organization• One thing you hope to get out of

today’s session

SHARE PAIR #1: Who are you?

© http://www.flickr.com/photos/slgc/2989522327/

Today’s Agenda8:30am-10:30pm

• What are wikis, blogs, texting, etc?

• How are people using the internet and new media for health information?

• What is new media?

• How can it be used in response to HIV/AIDS

Why are we doing this session?

“Consumers want their health information when they want it, how they want

it and in whatever quantities they want it.”

Adapted from Price Waterhouse quote

ChallengesTo understand…

• how Americans/clients access health information online

• what is new media • the role of new media

Who’s online?

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.

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 are people doing when they are 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.

• Who are your clients and are they using the Internet?

• What new media tools (if any) are they using?

• How do you know? • How could you

find out?

SHARE PAIR #2:

Where are Your Clients?

© http://www.flickr.com/photos/sallypics/267299027/

WHAT WE KNOW ABOUT

you, your clients, looking for online health information...

150 million U.S. adults have gone online to look for health information.(that’s 66% of all adults and 81% of those online)

“Adults Who Have Ever Gone Online for Health Information.” Harris Interactive Inc., 2008. Available at: http://www.harrisinteractive.com/harris_poll/index.asp?PID=937. Accessed 1/27/09.

10 million adults accessed health info through mobile

devices last year.

Manhattan Research. Ten Million Mobile Health Consumers and Growing – Is Your Brand Ready?.

http://www.manhattanresearch.com/newsroom/Press_Releases/future-of-mhealth.aspx. Updated 2009. Accessed July 25, 2009.

42% adults & 60% e-patients say they (or someone they know) have been helped by online medical/health info.

3% say they have been harmed.

Impact of Health Inquiries

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

You, your clients, being social/having a 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

When I get back to my organization, my next new media planning

step will be…

And it makes people happy.

“Don’t give me 1 > thing 2 do!”

Amazing New Directions

Obligation to

What is new media?

NEW MEDIA IS…

a conversation,levels the playing field, it’s social, trusted, &user-generated.

Power was here...

Now it’s here.

Let’s look at some examples…

What is a wiki?

A wiki is…

David Weekly pbWiki

Why would I use a wiki?

• To collaborate with others online. – public or password-protected.

• Reduce confusion of having multiple contributors to documents or projects.

Who uses wikis?

• Community-based organizations• Governments, schools/universities• Businesses are using wikis• And YOU!

Wikipedia

Wikipedia

Wikis to respond to HIV

• Create resources.• Maintain HIV/AIDS resource lists.• Create calendars.• Manage projects from different

locations.• Create on-line journals.• Write grant applications.

AIDS.gov wiki

AIDS.gov wiki

What is a blog?

A blog is…• Websites with regular updates

and links to other webpages. • Usually informal—like a diary or

journal entry. • Some are personal, others provide

mainstream news updates. • Most encourage dialogue though

comments.

Why would I use a blog?

• To share information and engage in an online conversation with your target audiences.

1.5 million new blog posts are created every day.

http://technoratimedia.com

Blogs to respond to HIV

• Exchange ideas about HIV prevention, testing, treatment, and research.

• Increase program collaboration and service integration.

• Engage those at risk for, or living with, HIV/AIDS in a dialogue.

AIDS.gov blog

AIDS Action Committee

Alltop

POZ blogs

Oriol’s blog

What is a texting?

MobileText message and beyond….

Text messages > voice calls.

88% of American’s own a cell phone

50% of mobile users send text messages (30% send daily).

Average text message read within 15 minutes.

Little to no “spam”!Distributive Networks

Texing is…• A way of sending information to and

from cell phones and certain personal digital assistants (PDAs).

• Options to send their clients appointment and medication reminders.

Texting in response to HIV

• Locate local HIV testing centers.• Respond to questions about HIV.• Remind patients of medical

appointments.• Help patients adhere to their

medication schedules.

Sex Info

and there’s more…

Twitter

Micro-blogging though one 140 character tweet at a time…

www.tweespeed.com

Twitter

www.twitter.com/aidsgov

What is a #hashtag?

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

Video/Photo Sharing

Chicago AIDS Foundation

Every minute, 15 hours of video is uploaded to YouTube.

http://www.youtube.com/t/fact_sheet

MySpace

WidgetsA widget is a small application that can be posted to a website or blog.

NY Widget

Will it help?

It’s about the message.

It’s about your clients.

It’s about the planning.

Will it help you manage internally?

It’s about time to use these tools in your workplace!

RSS Podcasts Blogs

Twitter

Facebook MySpace

YouTube

Widgets

It’s cost effective.

Repurpose, Repurpose, Repurpose!

Blog Podcast

Tweet YouTube Channel

Delivering Content to Other Sites

Thanks CDC!

It’s about working together

New media strategy

Approach to New Media Strategy: POST*

PeopleObjectivesStrategy Technology

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

Social Media Strategy Map

Goal: To introduce planning questions to ask before getting started with a social media plan.

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

From www.edelman.com

New mediamonitoring and evaluation

What does success look like?

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

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

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.• Pick the right data points to monitor –

make sure whatever you are measuring it linked to your goals!

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

How do YOU measure success?

Facebook Insights

YouTube Insights

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 because: ____________."

Thank You

NMAC – Circe LeCompte

and the rest of the NMAC Team!

Help is available!

HHS center for New media www.cdc.gov/socialmedia

Internet Interventions www.internetinterventions.org

Stay Connected!Miguel Gomez Miguel.Gomez@HHS.gov

Michelle Samplin-Salgado msamplin@jsi.com

AIDS.gov blog.AIDS.gov www.twitter.com/AIDSgov www.facebook.com/AIDSgovwww.myspace.com/AIDSgovwww.youtube.com/AIDSgovwww.flick.com/AIDSgov

All slides developed by AIDS.gov are identified with the AIDS.gov logo