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

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

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© 2010 ISIS, Inc. All rights reserved.

ISIS Inc.

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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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

Facebook Myspace

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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 gigs
Concert tickets
Personal ads/missed connections
Discussion forums
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Safer Sex Forum
• Link from personal ads to forum
• Answer 225 questions per year, reaching
99,259 people
Can you get HPV with covered BJ,no skin
contact? < wonderinginchi > 04/30
04:44:19
dear HSV or HPV < NPChuck_SFDPH > 05/04
20:04:09 great question. No skin contact no
virus transmission.
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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 phones
100% use their phones for calls and SMS
text messaging
2/3 use their phones to surf the Web

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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 Media
Research Call to
Marketing & Large Digital Digital
& Action &
Promotion Discussions Distribution
Evaluation Activism

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 Gen Y
• Familiar with their • Uses new media in
company or their everyday lives
organizations objectives and can use it at will.
and resources. • Knows what’s up
• Can provide invaluable and coming (even if
life experience as they don’t know it)!
mentors to Gen Y.
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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 Health
Txt Hookup to 61827
Youth generated weekly
sex 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
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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. 40

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!
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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

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Contact Information

ISIS, Inc.
409 13th Street, 14th floor
Oakland, CA 94612
510-835-9400
510-835-9402 fax
info@isis-inc.org
isis-inc.org sextech.org

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Day 1_Working Across Generations_Levine and Lucas

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