Day 1_Working Across Generations_Levine and Lucas

Leading New Media Adoption: Working Effectively Across

Generations

Deb Levine, MA, Executive Director, ISIS, Inc.Margaret Lucas, Youth Marketing Manager

April 15th, 2010

2

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

4

Types of Technology• Social networking• Widgets and Apps• Blogs• Wikis• Forums (BBS)• Mobile devices


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


© 2009 ISIS, Inc. All rights reserved. 7

8

• Need a slide for LinkedIn

10

Social Network Trends


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.


Widgets


Apps

MyspaceFacebook


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


© 2009 ISIS, Inc. All rights reserved. 15 15

Microblogging

Twitter Status Updates


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


18© 2009 ISIS, Inc. All rights reserved. 18


20

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



22

• 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


http://sfbay.craigslist.org/forums/?act=su&handle=wonderinginchi

http://sfbay.craigslist.org/forums/?act=su&handle=NPChuck_SFDPH

23

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


24

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.


25

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)


26

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

27

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.


28

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!



30

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)!


31

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.


32

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”.


33

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


34

Sex::Tech 2010


35

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.


36

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.


37

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


38

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.

39© 2010 ISIS, Inc. All rights reserved.

40

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.


41

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!


42

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


43

Contact Information

ISIS, Inc.409 13th Street, 14th floor

Oakland, CA 94612510-835-9400

510-835-9402 [email protected]

isis-inc.org sextech.org


Education

Day 1_Working Across Generations_Levine and Lucas