New Media And Communities Of Color

transcript

AIDS.gov

New Media & Communities of Color

INTRODUCTIONS

Blake CrawfordDirector, Div. of Information & EducationOffice of Minority Health, OPHS/OS

PRESENTERS

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

Michelle Samplin-SalgadoNew Media Strategist, AIDS.govJohn Snow, Inc.

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Why we care.

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And you?

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Agenda

• Learning objectives• Overview of new media• Health information online• New media to connect, collaborate,

create and listen• New media strategy• Next steps

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

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Understand how to evaluate if new media is appropriate and realistic for your organization.

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Identify the steps to starting a new media strategy.

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Let’s get started

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Stand up if…

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

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We’re all learning.

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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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New Media LandscapeAIDS.gov

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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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It’s peer-to-peer

www.slideshare.net/davidwilcox/ fundraising-game-presentation

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Transparent

Inclusive

Authentic

Vibrant

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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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1.5 million new blog posts in are created every day.

http://technoratimedia.com

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If Facebook were a country, it would be 8th most populated in the world.

Slide Source: Wave3/Universal McCann

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Slide Source: Wave3/Universal McCann

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

podcast.

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What do you know about your community?

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What do you want to know about your community?

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Online Health Info

http://flickr.com/photos/marsdd/2457724490/

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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 AMERICA’S 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

<$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 percent and home Internet access at 8 percent." "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 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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http://www.whitehouse.gov/blog/change_has_come_to_whitehouse-gov/

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

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Connect

http://justinshivjournal.blogspot.com/

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Connect

www.standupforhealthcare.org/blog

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Connect

http://www.myspace.com/plannedparenthood

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Listen

http://www.twitter.com/AIDSgov

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Listen

http://search.twitter.com

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Collaborate

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Collaborate

http://hispc.pbwiki.com/

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Connect

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CreateAIDS.gov

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Create

www.nih.gov/news/radio/nihpodcast.htm

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Create

www.youtube.com/watch?v=N60YpPv-aGw

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Lots of shiny toysShiny toy syndrome

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http://flickr.com/photos/pollyann/2103126984/

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RU Ready?

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www.edelman.com

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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?

Remixed from the WeAreMedia project http://www.wearemedia.org, Creative Commons

“By/NC” License.

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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?

Remixed from the WeAreMedia project http://www.wearemedia.org,

Creative Commons “By/NC” License.

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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 Afterß What did you

plan to do?ß What did you

think would bethe result?

ß What actually happened?ß How could your results

have been improved?ß What did your audience

think?ß What will you do differently

in the next iteration?

http://www.slideshare.net/kanter/listen-learn-adapt-the-secret-to-nonprofit-social-media-success

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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

Michelle Samplin-Salgadomsamplin@jsi.com

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

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

HHS Center for Social Media: Website coming soon!

New Media And Communities Of Color

Health & Medicine