1. 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
2
Š 2010 ISIS, Inc. All rights reserved.
3. ISIS Inc.
3
Š 2010 ISIS, Inc. All rights reserved.
4. Agenda
⢠Technology overview & usage statistics
⢠Exploring the generational digital divide
⢠Bridging the gap and integrating tech
⢠Integrating new media examples with ISIS
4
5. Types of Technology
⢠Social networking
⢠Widgets and Apps
⢠Blogs
⢠Wikis
⢠Forums (BBS)
⢠Mobile devices
5
Š 2010 ISIS, Inc. All rights reserved.
6. 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
6
Š 2010 ISIS, Inc. All rights reserved.
11. 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.
11
Š 2010 ISIS, Inc. All rights reserved.
12. Widgets
12
Š 2010 ISIS, Inc. All rights reserved.
13. Apps
Facebook Myspace
13
Š 2010 ISIS, Inc. All rights reserved.
14. 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
14
Š 2010 ISIS, Inc. All rights reserved.
17. Wikipedia and Wikis
⢠Wikipedia is an online encyclopedia that uses
Wiki technology â 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
17
Š 2010 ISIS, Inc. All rights reserved.
20. 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
20
Š 2010 ISIS, Inc. All rights reserved.
22. 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.
22
Š 2010 ISIS, Inc. All rights reserved.
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 phones
100% use their phones for calls and SMS
text messaging
2/3 use their phones to surf the Web
23
Š 2010 ISIS, Inc. All rights reserved.
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.
24
Š 2010 ISIS, Inc. All rights reserved.
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)
25
Š 2010 ISIS, Inc. All rights reserved.
26. 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
26
27. Gen Y & Technology Overview
⢠Todayâs Gen Y grew up with technology.
⢠Todayâs Gen Y are multi-taskers, in a
constant state of âpartial attentionâ.
⢠Todayâs Gen Y do not see the Internet or cell
phones as tools; Technology is an
indispensable part of their lives.
27
Š 2010 ISIS, Inc. All rights reserved.
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 â 24 year olds average 44.5
hours per week in front of a screen. The only
thing they do more is sleep!
28
Š 2010 ISIS, Inc. All rights reserved.
30. 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 whatâs up
⢠Can provide invaluable and coming (even if
life experience as they donât know it)!
mentors to Gen Y.
30
Š 2010 ISIS, Inc. All rights reserved.
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.
31 31
Š 2010 ISIS, Inc. All rights reserved.
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 âbig pictureâ.
32
Š 2010 ISIS, Inc. All rights reserved.
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 peopleâs 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
33
Š 2010 ISIS, Inc. All rights reserved.
34. Sex::Tech 2010
34
Š 2010 ISIS, Inc. All rights reserved.
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.
35
Š 2010 ISIS, Inc. All rights reserved.
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.
36
Š 2010 ISIS, Inc. All rights reserved.
37. 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
37
Š 2010 ISIS, Inc. All rights reserved.
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 38
Š 2010 ISIS, Inc. All rights reserved.
40. Say What?!?! Contest
⢠Asked youth best/worst sex advice from
adults that made them go, âSay
What?!?!â
⢠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
Š 2010 ISIS, Inc. All rights reserved.
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 â they know more than Gen X-ers
do!
41
Š 2010 ISIS, Inc. All rights reserved.
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
42
Š 2010 ISIS, Inc. All rights reserved.
43. 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
43
Š 2010 ISIS, Inc. All rights reserved.