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AIDS.gov

Beyond the Myth:New Media Use & Communities of Color

INTRODUCTIONSJennie AndersonCommunications Director, AIDS.govJohn Snow, Inc.

PRESENTERMiguel GomezDirector, AIDS.govOffice of HIV/AIDS Policy, HHS

Special thanks: Josie Halpern-Finnerty & Denean Standing

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Stand up if…

http://flickr.com/photos/tompagenet/423921086/

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Why we care.

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LEARNING OBJECTIVE 1.

To understand how communities of color use the internet and new media for health information.

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LEARNING OBJECTIVE 2.

Learn about a variety of new media tools to help us connect, create, collaborate and listen.

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LEARNING OBJECTIVE 3.

Identify the steps to starting a new media strategy.

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“Consumers want their media when they want it,

how they want it and in whatever quantities they

want it.” - Price-Waterhouse, 2006

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• U.S. adults online: 74%1

• U.S. 18-29 year olds online: 87%2

• U.S. Adults who have ever gone online to look for health information:150 million (2008)3

(Represents 66% of all adults and 81% of those online)

1,2. Pew Internet & American Life Project: “Demographics of Internet Users” (December 2008), Available at: http://www.pewinternet.org/trends/User_Demo_Jan_2009.htm. Accessed on 1/27/09.

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

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% of young adults 18-25 who use internet for health information

• 11% of Latinos• 12% of African Americans• 13% of Native Americans• 22% of Whites• 23% Asian Americans

MEASURING DIGITALOPPORTUNITYFOR AMERICAíS CHILDREN: Where We Stand and Where We Go From Here Including the Digital Opportunity Measuring Stick A Publication of The Children’sPartnership June 2005

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All Whites (75%)

All Blacks (59%)

English-Speaking Hispanics (80%)

73%* of the population reports using the internet or email. Here is a breakdown of use among different online groups.(shown as a percentage of population online)

18-29 Years Old (90%)

30-49 Years Old (85%)

50-64 Years Old (70%)

65+ Years Old (35%)

No High School Degree (44%)

College Graduates

(91%)

<$30K Income (53%)

>$75K Income (95%)

Men (73%)Women (73%)

*Source: Pew Internet & American Life Survey, May 2008. http://www.pewinternet.org

** This statistic comes from the Pew Internet Project’s Latinos Online data, collected June-October, 2006.

High School Graduates (63%)

Urban (74%)

Rural (63%)

Suburban (77%)

Spanish-Dominant Hispanics (32%)**

AIDS.gov55%* of the population reports using a high-speed connection (e.g., DSL, cable, wireless) when accessing the internet from home. Here is a breakdown of use among different online groups.(shown as a percentage of population using a high-speed connection from home)

Whites (56%)

Blacks (41%)

English-Speaking Hispanics (55%)

18-29 Years Old (69%)

30-49 Years Old (68%)

50-64 Years Old (49%)

65+ Years Old (19%)

No High School Degree (29%)

College Graduates (78%)

<$30K Income (31%)

>$75K Income (82%)

Men (57%)

Women (52%)

High School Graduates (39%)

Urban (56%)

Suburban (59%)

Rural (38%)

*Source: Pew Internet & American Life Survey, May 2008.http://www.pewinternet.org

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• “In New Mexico, a state where 10 percent of the land is tribal, home computer ownership for Native families is estimated at 14% and home Internet access at 8%." "Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide." The Gates Foundation, 2004.

• 24% of American Indian/Alaska Native students use the Internet at home. "Status and Trends in the Education of Racial and Ethnic Minorities," the National Center for Educational Statistics, September 2007. Available at: http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp 

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“Let us be the generation that reshapes our economy to compete in

the digital age…and let's invest in scientific research, and let's lay

down broadband lines through the heart of inner cities and rural towns

all across America.” - BARACK OBAMA,

Presidential Announcement Speech Springfield, IL, February 10 ,2007

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What is new media?

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Wordle Exercise

What words come to mind when you hear “new media”?

What is Wordle?

• Wordle is a tool for generating a visual image from text that you provide.

• Wordle gives greater prominence to words that appear more frequently.

http://www.wordle.net

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It’s a conversation

http://maps.google.com/maps/ms?ie=UTF8&hl=en&msa=0&msid=116925014949105791191.00045c9dd6cebd5e130f5&ll=24.527135,14.765625&spn=114.968321,226.40625&z=2

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Levels the playing field

http://www.flickr.com/photos/susieq3c/1425893128/

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New/Social Media• Web 2.0• User-generated• Trusted• Accessible• Affordable• Often a place to meet/social

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Transparent

Inclusive

Authentic

Vibrant

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Blogs

Podcasts

RSS Feeds

Social Network Sites

Text Messaging

Video Games

Video/Photo Sharing

Virtual Worlds

Widgets

Wikis

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New media helps us connect, create, collaborate, and listen.

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What are they?• Blog is short for a “web log”, often a personal

journal written in chronological order. Most blogs enable visitors to comment.

Who is using them?• There are more than 133 million blogs1

• There are approximately 13.6 million health bloggers2

Blogs

1. Technorati, “State of the Blogosphere” (2008), Available at: http://technorati.com/blogging/state-of-the-blogosphere. Accessed 1/27/09.

2. Envision Solutions Insight Report, “The Evolving Health Blogosphere,” Available at: http://www.envisionsolutionsnow.com/healthblogosphere.html. Accessed 1/27/09

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Connect

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National Asian Women’sHealth Organization Blog

http://nawho.typepad.com/nawho_blog/2008/05/welcome-to-nawh.html

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Hispanic Health Blog

http://hispanichealth.wordpress.com

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http://blog.aids.gov http://pbrecallblog.hhs.gov

Peanut Recall & AIDS.gov Blogs

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1.5 million new blog posts are created every day.

http://technoratimedia.com

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What is it?• Social networking and micro-blogging service • What are you doing now? • Send "updates" (or "tweets” up to 140 characters long)

from their cell phone to the twitter site

Who is using it?• Total Users: 1+ million• Total Active Users: 200,000 per week

• Total Twitter Messages: 3 million per day1

1. Tech Crunch, “End of Speculation: The Real Twitter Usage Numbers” (April 2008), Available at:

http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers//. Accessed 1/27/09.

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http://twitter.com

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AIDS.gov’s Twitter Feed

http://twitter.com/AIDSgov

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Black Women’s Health Twitter Feed

http://twitter.com/AIDSgov

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What are they?• Sites where people connect, share music, blogs,

photos, etc. • Facebook, MySpace, PatientsLikeMe, Daily

Strength, Eons, Sermo

Who is using them?• MySpace: Over 76 million monthly active users• Facebook: More than 54.5 million monthly active

users1

Social Networking Sites (SNS)

1. TechCrunch, “Social Networking: Will Facebook Overtake MySpace in the U.S. in 2009?” (January 2009), Available at: http://www.techcrunch.com/2009/01/13/social-networking-will-facebook-overtake-myspace-in-the-us-in-2009/ . Accessed 1/27/09.

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Demographics of SNS Users

http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

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MySpace (median age = 27) •more likely to be women, Hispanic or black, to have a high school education or some experience with college

Facebook (median age = 26)•more likely to be men and to have a college degree

LinkedIn (median age = 40)•more likely to be men, to be white and to have a college degree

http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

Demographics of SNS Users

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Planned Parenthood on MySpace

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AIDS.gov & CDC on MySpace

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What is a wiki?

Who is using wikis?• 36% of American adult Internet users

have used a wiki• 8th top referring site to AIDS.gov

Wikis

David Weekly pbWiki

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Wikipedia• 2.7 million

articles in English

• 75,000 active contributors

• 10 million articles

• 260 languages1

1. Wikipedia “Wikipedia: About,” Available at: http://en.wikipedia.org/wiki/Wikipedia:About. Accessed on 1/27/09.

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WidgetsWhat are they?

A widget is a small application that can be posted to a website or blog and displays information that invites the user to act in a number of ways.

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What is a podcast?

• An audio file or video available on the Internet. You may listen or view these files on your desktop, or download onto a mobile device like an iPod or other portable player

• Often series, subscription-based

Who is podcasting?• 18% of Americans having ever listened to an audio

podcast• 16% having ever watched a video podcast1

Podcasts

1. Edison Media Research — The Podcast Consumer Revealed (April 2008), Available at: http://www.edisonresearch.com/home/archives/2008/04/the_podcast_con_1.php Accessed on 1/27/09.

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In 2008, 216 million people downloaded a video podcast and 215 million downloaded

an audio podcast.

http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3

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http://www.newblackculturaldiet.com/PodcastShows.htm

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What is text messaging?• Short messages to a cell phone, pager,

PDA, or other handheld device. No more than a 160 characters in length

Who is using text messaging?• In June 2008, 75 billion text messages

were sent in the U.S., an increase from 7.2 billion in June 20051

Text Messaging

1. CTIA — the Wireless Association (June 2008), Available at: http://www.ctia.org/advocacy/research/index.cfm/AID/10323. Accessed on 1/27/09.

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Blacks and Hispanics use their cell phones for non-calls more than Whites

http://www.pewinternet.org/pdfs/PIP_Mobile.Data.Access.pdf

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Text Messaging: KNOWIT Campaign

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Photo & Video Sharing

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

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

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Video Games/Virtual Worlds

What are video games/virtual worlds?• Video games are interactive games on game devices and

computers • A virtual world is a computer-based, simulated reality

where people can socialize, connect, and create

Who is using them?• Almost all teens play games and at least half play games

on a given day. More than half (53%) of all American adults play video games of some kind1

• By 2011, an estimated 80% of Internet users will take part in virtual worlds2

1. Pew Internet & American Life Project (December 2008), Available at: http://www.pewinternet.org/PPF/r/269/report_display.asp. Accessed on 1/27/09.

2. Gartner Group (April 2007), Available at: http://www.gartner.com/it/page.jsp?id=503861. Accessed on 1/27/09.

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Second Life – World AIDS Day

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Online Gaming

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AccessibilityIt’s the right thing to do:

• 28,000,000 (10% of population) are deaf or

hearing impaired

• 11,400,000 people have visual conditions

not correctable by glasses

• 6,400,000 new cases of eye disease occur

each year

• 2,800,000 people are visually handicapped

from color blindness

• 1,100,000 people are legally blind

It’s the law: Section 508 of the Rehabilitation Act

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RU Ready?

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Post

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www.edelman.com

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Strategy Map (Page 15 in your packet)

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People• Who are you trying to reach?• What do you know about how/if they use

new media?• How can you find out more?

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Objectives

• What do you want to accomplish with new media?

• How does new media support your organization’s mission or communications plan?

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Strategy

• How does new media support your online strategy plan?

• How will you get your organization to embrace your new media strategy?

• Is there an “offline” component that you need to support/connect?

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Technology

• What tools best support your objectives and match your targeted audience?

• What do you have the capacity to implement?

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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?

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When I get back to my organization, my first new media

step will be…

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Stay connected!Miguel Gomez: Miguel.Gomez@HHS.gov

AIDS.gov: http://blog.AIDS.gov http://twitter.com/AIDSgov http://myspace.com/AIDSgov http://www.facebook.com/pages/AIDSgov/8039057811

CDC eHealth Data Briefs: www.CDC.gov/healthmarketing/ehm/databriefs

HHS Center for Social Media: http://newmedia.HHS.gov

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Government and New Media

http://www.healthreform.gov/ http://www.recovery.gov/