New Media
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Transcript of New Media
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XVIII International AIDS ConferenceJuly | 18-23 | 2010 | Vienna, Austria
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Some learnings
• “Wicked problem”• Messaging approaches• Branded approaches in HIV/AIDS
communications• Vaginal microbicides• Treatment 2.0• Social media in HIV/AIDS communications
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Examples of social media use in HIV/AIDS
• (RED)• UNAIDS• Livelife
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What is social media?Social media Traditional / old media
Two-way street One-way street
Conversation Monologue
Instant Slower
Viral Restricted
Low-barrier of entry High-barrier of entry
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What is social media?
• Can refer to a range of web technologies, from blogs and wikies to social networking sites
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“We don’t have a choice on whether
we do social media, the question is how
well we do it”
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(RED)
• Teams up with partner companies to produce (RED) products
• % of product sales goes to the Global Fund to Fight AIDS, Tuberculosis and Malaria
• Network of celebrities as spokespeople
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(RED)
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(RED)
• Reach: 550,000 people on Facebook, a million followers on Twitter
• User generated content: users can share individual experiences when buying a (RED) product.
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UNAIDS
• Twitter.com/UNAIDS• Slideshare.com/UNAIDS• Facebook.com/UNAIDS• Youtube.com/UNAIDS• Flickr.com/UNAIDS• AIDSspace.org
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Love Life
• South Africa's largest national HIV prevention initiative for young people.
• Launched in late 1999 as a joint initiative of leading South African non-government organisations and the South African government, in partnership with several private foundations and the private sector
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Why bother?• Low-cost; important for NGOs• Social nature Causes• Viral potential• Force for change• Young people• Social media as a key media aperture• Engagement
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• Social media is capturing a sizable audience in Singapore, at a level
comparable to traditional media.
Key media aperture
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In 2008, the proportion of Singapore households with Internet access has reached
Source: IDA Annual Survey on Infocomm Usage in Household for 2008Source: IDA Annual Survey on Infocomm Usage in Household for 2008
76%
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In 2008, the mobile phone penetration rate is
Source: IDA POISource: IDA POI
131%
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used their portable equipment to connect to the internet in 2008.
29%
Source: IDA Annual Survey on Infocomm Usage in Household for 2008Source: IDA Annual Survey on Infocomm Usage in Household for 2008
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Facebook in Singapore
Statistics as of 25 Sep 09
23,520
187,320
522,160
544,240
244,340
76,200
22,600
14,300
15,020
0 100,000 200,000 300,000 400,000 500,000 600,000
Less than 13
14 - 17
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Unknown
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But according to checkfacebook.com [7]…
1.34 million users, based on advertising data
What about Straits Times?
1.23 million readers,
According to ST.com [8]
How big is Facebook in Singapore?
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How calculations are derived
• No. of Residents (S’poreans + PRs in 2008): 3.6 mil [1].• Regular Internet users in S’pore (2008): 90% [2] of Residents, or 3.24 mil.• Residents who blog regularly (about once every session): 4% [3], or 129,000• Inactive blogs (not updated for more than 2 months): 66% [4], or 258,000 blogs• Regular readers (almost once every session): 6% [5], or 194,000 Internet users• Internet users who have read a blog at least once in the US: 77% [6]• Estimated number of irregular blog readers in Singapore: 2.6 mil.
Active Blogs129,000
Inactive Blogs258,000
Regular Readers194,000
Irregular Readers2.60 million
12.1% of S’poreans + PRs
72.2% of S’poreans+ PRs
Source: Singstat, IDA
How big is blogging in Singapore?
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18-24 y.o.432,88032.2%25-34 y.o.
460,36034.2%
14-17154,72011.5%35-44
190,04014.1% 77.9%
of Facebook users are 14 – 34
years old
Who uses social media?
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Who uses social media?
•Bloggers: [26]
77.9%
of Facebook users are 14 – 34
years old
Personal bloggers
Non-personal bloggers
Mean age: 27 34.9
Yrs of education:
13.4 15.1
Gender (% female)
59.6 19.2
Marital status (% single)
73.4 53.9
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Profile of a social media user
• Usually tertiary student or working adults• Diploma or degree holders• Mostly unmarried
Generation Y
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Generation Y
• More influenced by their peers (as opposed to authority).
• Attracted to instant-gratification.
• Highly influenced by pop culture.
• Highly competent with computer and Internet usage.
• Value communication and feedback more.
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Suggestions for engaging social media users
Two-way street
Conversation
Instant
Viral
Low barrier of entry
•Get users involved as producers•Highly individualised approach• Non-authoritative
•Get feedback from them in
your communication efforts
•Correct communication
strategies on the fly
•Makes messages creative,
contagious, and attractive. •Make use of pop culture
•Big budgets does not =
big success. Ingenuity
counts more.
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• Engage asEngage as
- Social prosumers- Social prosumers
• Extend message reach Extend message reach through Viral/Ripple Effect through Viral/Ripple Effect
Social prosumers
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2-way
InformationInformation
FeedbackFeedback
HIV/AIDS organisations
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Conclusion
• Significant media aperture
• Young people
• Prosumers
• Best practices
• Potential to catalyse change – issue awareness; stigma
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Thank [email protected]