The fast moving, participatory world of new media is embraced by the White House and the CDC, as well as by Lance Armstrong. This presentation, given by invitation at the American College of Sports Medicine 2010 Health and Fitness Summit, educates health professionals on the basics and illustrates how social media and mobile technology can be used to promote programs and engage, educate and motivate individuals.

1. Utilizing Mobile Technology& New Media to Encourage Mobile Lifestyles Carol E. Torgan, Ph.D., FACSM Kinetics Consulting :: From lab bench to park bench www.caroltorgan.comTwitter: @ctorgan ACSM Health & Fitness Summit April 2010 © Carol Torgan, Ph.D. 2010

2. “What used to take up a building now fits in my pocket, and what fits in my pocket will fit inside a blood cell in 25 years.” – Ray Kurzweil, inventor and futurist U.S. Army Photo, courtesy http://ftp.arl.army.mil/historic-computers/ © Carol Torgan, Ph.D. 2010

3. Definitions and basics New media Generic term for communication that is digital or computerized. Distinct from “old’ media (newspapers, magazines, TV, books) Social media Media designed or created to be shared through social interaction. Social interaction occurs via technology User-generated content, multi-directional conversations © Carol Torgan, Ph.D. 2010

4. Definitions and basics Health 2.0 Web 2.0 for health care: Individuals are partners in their health(care) Participatory, transparent, patient-empowered eHealth Health services and information delivered or enhanced through the Internet and related technologies e = electronic mHealth A subset of eHealth Mobile health - delivery of healthcare services via mobile communication devices © Carol Torgan, Ph.D. 2010

5. essence of new media and mHealth educate enable encourage excite engage empower ‘e’ also stands for: © Carol Torgan, Ph.D. 2010

6. Change in internet use by age, 2000-2009 74% of all adults 18 and older access the internet Change in internet access by age group, 2004-2009, Pew Internet, Feb 3, 2010 http://www.pewinternet.org/Infographics/2010/Internet-acess-by-age-group-over-time.aspx © Carol Torgan, Ph.D. 2010

7. Growth in Social Networking Sites, 2005-2009 47% of online adults use social networking sites - Pew ~ 4/5 internet users visited a social networking site in Dec 2009 - ComSCORE - Adults on Social Network Sites, 2005-2009, Pew Internet, Oct 8, 2009 http://www.pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx - ComSCORE, The 2009 U.S. Digital Year in Review. A Recap of the Year in Digital Marketing, Feb 2010. © Carol Torgan, Ph.D. 2010

8. Median ages of users (as of Sept 2009) MySpace 26 Twitter 31 Facebook 33 (was 26 in May 08) LinkedIn 39 Twitter and Status Updating, Fall 2009. S. Fox, K. Zickuhr, A. Smith, Oct 21, 2009, Pew Internet, http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx © Carol Torgan, Ph.D. 2010

9. Who is on ? 1 in 5internet users are on Twitter or another status update service Ages 18-29 [31] 30-49 50-64 65+ 33% median 22% 9% 4% White 19% African American 26% Hispanic 18% Twitter and Status Updating, Fall 2009. S. Fox, K. Zickuhr, A. Smith, Oct 21, 2009, Pew Internet, http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx © Carol Torgan, Ph.D. 2010

10. Videos 86%of the total U.S. online population viewed video content in Dec 2009 187 average # videos the online viewer consumed in Dec 2009 (up 95% vs. a year ago) 4.1 min duration of the average video viewed (up from 3.2 min a year ago) Source: ComSCORE, The 2009 U.S. Digital Year in Review. A Recap of the Year in Digital Marketing, Feb 2010. © Carol Torgan, Ph.D. 2010

11. Mobile © Carol Torgan, Ph.D. 2010

12. Mobile Use As of December 2009 - 285 million wireless subscriber connections 23% of households are wireless only 153 billion monthly SMS messages Source: CTIA-The Wireless Association® http://www.ctia.org/advocacy/research/index.cfm/AID/10323 © Carol Torgan, Ph.D. 2010

13. Mobile Activities by Race Wireless Internet Use. Pew Internet and American Life Project, J. Horrigan, July, 2009. http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx © Carol Torgan, Ph.D. 2010

14. Mobile Activities by Age Wireless Internet Use. Pew Internet and American Life Project, J. Horrigan, July, 2009. http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx © Carol Torgan, Ph.D. 2010

15. Try waking a teenager in the morning, and the odds are good that you’ll find a cell phone tucked under their pillow – the last thing they touch before falling asleep and the first thing they reach for upon waking. Victoria J. Rideout, Ulla G. Foehr and Donald F. Roberts, Generation M2: Media in the Lives of 8- to 18-Year-Olds. Kaiser Family Foundation, 2010. http://www.kff.org/entmedia/8010.cfm © Carol Torgan, Ph.D. 2010

16. …we don’t merely adopt mobile devices; we marry them. We usually spend more time with our mobile phones than with our spouses or partners. Just count up the hours and compare. BJ Fogg & Dean Eckles, Mobile Persuasion, Stanford Captology Media, 2007. © Carol Torgan, Ph.D. 2010

17. What U.S. adults are doing online 89%Send or read e-mail 88% Use search engine to find information 86% Search for a map or driving directions 83%Look for health / medical information 83% Look for info on a hobby / interest Pew Internet and American Life Project, Trend data, updated Dec 4, 2009. http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx © Carol Torgan, Ph.D. 2010

18. Health Topics Chronic disease and the internet. Pew Internet and American Life Project,S. Fox, K. Purcell, March 2010. http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx © Carol Torgan, Ph.D. 2010

19. Exercise or fitness information > 50% internet users have looked online for fitness/exercise information The Social Life of Health Information, Pew Internet and & American Life Project, S. Fox & S. Jones, June, 2009. www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information.aspx © Carol Torgan, Ph.D. 2010

20. Living with chronic disease is also associated, once someone is online, with a greater likelihood to access user-generated health content such as blog posts, hospital reviews, doctor reviews, and podcasts. These resources allow an internet user to dive deeply into a health topic, using the internet as a communications tool, not simply an information vending machine. S. Fox, K. Purcell, Chronic disease and the internet. Pew Internet and American Life Project, March 2010. http://www.pewinternet.org/Reports/2010/Chronic-Disease.aspx © Carol Torgan, Ph.D. 2010

21. Getting started People Objectives Strategy Technology Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007 © Carol Torgan, Ph.D. 2010

22. People Who are you trying to reach? What is their age and health status? Where are they online? What tools are they using? Know your audience. Individuals come 1st Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007 © Carol Torgan, Ph.D. 2010

23. Objective What do you want to accomplish? Raise awareness? Get people to start talking? Get people to start moving? Get people to keep moving? What is it you want to change or influence? pre-contemplation > contemplation preparation > action > maintenance Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007 © Carol Torgan, Ph.D. 2010

24. Strategy What are your resources? Content, skills technology, time, money What’s your goal? How will you reach your objective? How will you measure it? Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007 © Carol Torgan, Ph.D. 2010

25. Technology What’s the most appropriate tool to use (or not use)? What are you comfortable with? What are your clients comfortable with? (These need to match) Sources: www.AIDS.GOV and Forrester Research, Inc. ©2007 © Carol Torgan, Ph.D. 2010

26. Examples © Carol Torgan, Ph.D. 2010

27. www.AIDS.gov © Carol Torgan, Ph.D. 2010

28. UMMC © Carol Torgan, Ph.D. 2010

29. H1N1 Flu © Carol Torgan, Ph.D. 2010

30. FDA Peanut Recall Placed on over 20,000 sites Over 20 million page views Sanjay Koyani, Director, FDA Web Communications http://www.slideshare.net/ClearedJobsNet/fda-digital-communication-efforts © Carol Torgan, Ph.D. 2010

32. Inform about the flu, prevent spread

33. Winner gets $2500 in cash, featured on national TVReceived 200 entries Panel of experts determined top 10 videos Top 10 posted on HHS YouTube Channel for public vote Over 50,000 votes cast in 18 days © Carol Torgan, Ph.D. 2010

34. 2009 Flu Prevention PSA Contest http://www.flu.gov/video/psa/h1n1rap.html http://www.youtube.com/user/USGOVHHS#p/c/CFBDB58499FC708B/23/_gwUdmPl0bU © Carol Torgan, Ph.D. 2010

36. Winning name announced onoctopus cam, Facebook and Twitter National Zoo http://nationalzoo.si.edu © Carol Torgan, Ph.D. 2010

37. Group participation National Wear Red Day National Heart, Lung, and Blood Institute National Institutes of Health http://www.flickr.com/groups/nationalwearredday/pool/ © Carol Torgan, Ph.D. 2010

38. Patient centered communities © Carol Torgan, Ph.D. 2010

39. Using Twitter to get fitter © Carol Torgan, Ph.D. 2010

40. Mobile Communication Information & education Data entry, client & patient monitoring Management of diseases & conditions Multiple formats “doc in a poc” © Carol Torgan, Ph.D. 2010

41. text4baby www.text4baby.org/ Text BABY (BEBE for Spanish) to 511411 Get FREE messages each week on your cell phone to help you through your pregnancy and your baby's first year. Broad, public-private partnership: government, corporations, academic institutions, professional associations, tribal agencies, non-profit organizations. © Carol Torgan, Ph.D. 2010

42. Mobile: Project Masiluleke Problem South Africa HIV/AIDS epidemic In some provinces > 40% of population infected Only 2% ever tested for HIV Of HIV+, only 10% receiving anti-retroviral therapy Social stigma, wide-spread misinformation Solution ~100% South Africans have access to mobile device “Please Call Me” text messages widely used, free >100 character free space Information + technology collaboration Deliver ~1 million HIV/AIDS &TB messages /day 1.2 million calls to the National AIDS Helpline. Self testing, appt reminders http://www.poptech.org/project_m © Carol Torgan, Ph.D. 2010

43. CDC Mobilewww.cdc.gov/Mobile/ text HEALTH to 87000 No charge Can opt out © Carol Torgan, Ph.D. 2010

44. Health & fitness apps © Carol Torgan, Ph.D. 2010

45. Mobile Persuasive, intimate, comfortable Reach people where they are Tailored, relevant Real time Use icons – overcome literacy issues Non-stigmatizing © Carol Torgan, Ph.D. 2010

46. Issues and Barriers © Carol Torgan, Ph.D. 2010

47. Security and privacy Personal information Web site privacy settings and policies Digital footprint Security settings on cell phones Passwords © Carol Torgan, Ph.D. 2010

48. Digital footprint "Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work." © Carol Torgan, Ph.D. 2010

49. Location http://pleaserobme.com/ © Carol Torgan, Ph.D. 2010

50. Policies Transparency, disclaimers, confidentiality, attribution Policies list http://socialmediagovernance.com/policies.php NOTE: Tweets by Followers/ Following do not necessarily represent the views of the NIH Clinical Center. © Carol Torgan, Ph.D. 2010

51. Policies (& transparency) www.tsa.gov/blog/ © Carol Torgan, Ph.D. 2010

52. Identity & brand © Carol Torgan, Ph.D. 2010

53. Just because you can, should you? Who is your target audience? What are your goals? Do you have the time? © Carol Torgan, Ph.D. 2010

54. What now? Listen, lurk, and learn LISTEN to your target audience Participate and engage © Carol Torgan, Ph.D. 2010

55. Get feedback Don’t make assumptions. Try something. Ask for feedback. Try something else. Ask again. © Carol Torgan, Ph.D. 2010

56. Don’t ignore traditional media Email footers Newsletters Pamphlets Business cards Bathroom stall approach © Carol Torgan, Ph.D. 2010

57. Evaluation Metrics People engaged Views Conversations Awareness Action Outcomes http://www.cdc.gov/metrics/socialmedia/online-video.html © Carol Torgan, Ph.D. 2010

58. Future © Carol Torgan, Ph.D. 2010

59. What are you doing? Vs.Where are you? www.foodspotting.com © Carol Torgan, Ph.D. 2010

60. Multi-dimensional engagement © Carol Torgan, Ph.D. 2010

61. Quantified Self Self measurement Automated Biosensors Chart, compare Stats, data visualization Mashups Athletes Patients Wired Magazine, July 2009 © Carol Torgan, Ph.D. 2010

62. How to tell if you’re successful © Carol Torgan, Ph.D. 2010

63. Carol E. Torgan, Ph.D., FACSM Kinetics Consulting :: From lab bench to park bench Twitter @ctorgan www.caroltorgan.com Full list of resources related to the talk are posted © Carol Torgan, Ph.D. 2010