Presented April 1, 2012 at Sex::Tech, the 5th annual conference on new media, youth, & sexual health in San Francisco.

1. AIDS.gov &
Developing a
Mobile Strategy
Mindy Nichamin
New Media Coordinator, AIDS.gov
John Snow, Inc. (JSI)

2. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
The Rise of Mobile Smartphone
Platforms
in the US, 2011
• 52% of U.S. adults phone
owners have smartphones
Other
• 1 in 4 teens ages 12-17 have
(38%)
• Android
a smartphone • iOS
(62%)
• Smartphones and tablets outshipped
PCs (desktop and notebooks) for the
first time in Q4 2011 Canalys & Pew Internet
April 1st - 3rd, 2012 San Francisco, CA

3. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
90%
of young adults (18-29)
sleep with their cell
phone on or next to their
bed. Adults, Cell Phones and Texting. Sept 2, 2010 by Amanda Lenhart
http://pewresearch.org/pubs/1716/adults-cell-phones-text-messages
Photo: http://i.i.com.com/cnwk.1d/i/tim/2011/09/29/sleepingcellphone_540x405.jpg
April 1st - 3rd, 2012 San Francisco, CA

4. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
80%
of internet users have
looked online for health
information.
This translates to 59% of all adults.
The Social Life of Health Information, 2011 .May 12, 2011by Susannah Fox
http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx
April 1st - 3rd, 2012 San Francisco, CA

5. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
An Approach to Social Media Strategy:
POST*
People
Objectives
Strategy
Technology
* ©2007 Forrester Research, Inc. All rights reserved.
April 1st - 3rd, 2012 San Francisco, CA

6. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
From “Tapworthy” by Josh Clark
April 1st - 3rd, 2012 San Francisco, CA

7. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

8. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

9. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
30 years ago
April 1st - 3rd, 2012 San Francisco, CA

10. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Mobile in 1981
April 1st - 3rd, 2012 San Francisco, CA

11. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Mobile today
April 1st - 3rd, 2012 San Francisco, CA

12. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

13. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Of the top 5 health
searches on mobile Yahoo,
3 were sexual health related:
Pregnancy
STDs
Herpes
Your top health searches, asked and answered, October 2010
http://www.cnn.com/2010/HEALTH/10/21/top.health.searches.answered/index.html
April 1st - 3rd, 2012 San Francisco, CA

14. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
18%
The proportion of mobile users who land on
“How you get HIV or AIDS”
(making it the most viewed page on m.AIDS.gov)
Mobile users are coming to us for what they see as our most important
content and are bypassing the home page altogether.
April 1st - 3rd, 2012 San Francisco, CA

15. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Real searches on AIDS.gov
Desktop Mobile
• can you get aids from • do you get aids by 69
shaking hands • can u have a healthy
• can you get hiv from baby and be hiv positive
oral • effects of media on
• coworker has hiv hiv/aids
• aids vaccine • can i catch hiv from pre
• how many people get com during oral sex
hiv a year • using meth will it
• when was aids testing effect your heptic c
introduced • do you have to tell
people you have aids
April 1st - 3rd, 2012 San Francisco, CA
AIDS.gov analytics 6.16.11

16. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Private/personal
Eric Leven, Mobile Health at Stanford, May 2011
April 1st - 3rd, 2012 San Francisco, CA

17. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

18. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA
NFL Mobile Commercial: http://www.youtube.com/watch?v=qn7RfQU1MJg

19. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
The Locator
April 1st - 3rd, 2012 San Francisco, CA

20. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

21. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
April 1st - 3rd, 2012 San Francisco, CA

22. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Return on Investment
= 10,000
Cost vs. Users Reached users reached
Mobile Website
Mobile App
(iPhone only)
Mobile App
(iPhone,Android, BB)
$0 $22,500 $45,000 $67,500 $90,000
Data Source: Mashable – Aaron Maxwell
April 1st - 3rd, 2012 San Francisco, CA

23. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Measurement
April 1st - 3rd, 2012 San Francisco, CA

24. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
AIDS.gov Mobile Site
• Mobile accounts
for 15% of all
traffic to AIDS.gov
(just 4% 1 year ago)
• Mobile visits
increased 1100%
over the past year
April 1st - 3rd, 2012 San Francisco, CA

25. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
From “Tapworthy” by Josh Clark
April 1st - 3rd, 2012 San Francisco, CA

26. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
QR Codes
AIDS.gov Mobile Site AIDS.gov Locator
http://m.AIDS.gov http://locator.AIDS.gov
April 1st - 3rd, 2012 San Francisco, CA

27. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Resources
Lance Roggendorff Jeremy Vanderlan
LRoggendorff@icfi.com JVanderlan@icfi.com
@lroggendorff @thulcandrian
Pew Internet & American
Luke Wroblewski
Josh Clark Life Project
www.lukew.com www.globalmoxie.com www.pewinternet.org
@lukew @globalmoxie @Pew_Internet
April 1st - 3rd, 2012 San Francisco, CA

28. 5 TH Annual ISIS CONFERENCE ON NEW MEDIA, YOUTH & SEXUAL HEALTH
Stay Connected
http://m.AIDS.gov
blog.AIDS.gov
twitter.com/AIDSgov
facebook.com/AIDSgov
youtube.com/AIDSgov
foursquare.com/AIDSgov http://locator.AIDS.gov
Mindy:
mnichamin@jsi.com
April 1st - 3rd, 2012 San Francisco, CA