This document discusses using social media, particularly Facebook, to engage with gay men in Australia about HIV/AIDS. It notes that 75% of gay men are on Facebook daily and 30% have Twitter accounts. The campaign aims to build online communities around gay men's sexual health using a Facebook page, posts in different formats, questions and infographics. Facebook ads will also target men based on interests and profiles. Goals are to increase traffic to the website, reach more people through their networks, and start conversations, though some barriers to interaction were identified.
14. Background
• The Big Picture campaign seeks to bring the knowledge of gay
men about the HIV epidemic in NSW up to date.
• The campaign also aims to provide a basis for re-initiating
conversations among gay men in NSW about the HIV epidemic.
• A fantastic opportunity to start building online communities
around gay men’s sexual health.
27. Building the FACEBOOK community
• A mix of formats
• Open Questions
• ‘Myth or Fact?’ questions: a more playful format
• Poll Questions (YES or NO): to encourage fans to
participate.
• Text-only posts: to encourage fans to make a specific
action.
• Infographics
• Several times a week
• Some posts will promote the twitter account.
31. FACEBOOK ads
14 ads using different design, copy and targeting techniques:
• Targeting men according to their interests related to gay clichés
such as ‘fans of Lady Gaga’ or ‘George Michael’, targeting men
who specified in their profiles that they were ‘interested in men’…
• Design featuring infographics, symbols like ‘?’, photos of men…
•Copy with or without words related to HIV, gay …
32. Social media planner
DAILY
• Monitor the online space via Google Alerts
Upload required content to online platforms:
Twitter, Facebook
• Respond to fans on the Facebook site in
timely fashion
• View analytic data at the end of each day to
analyse engagement levels
• Follow new people on Twitter
33. Social media planner
WEEKLY
• Record engagement on each platform site via
analytics program
• End of each week make an assessment as to
success of the content and refine as
necessary
• Review and compile future week content
• Identify those that are advocates for your
cause that are following you on Twitter or
engaging on Facebook; be sure to recognise
their support.
• Post a comment on a recommended blog
where appropriate.
34. Social media planner
MONTHLY
• Report on monthly statistics including
Facebook Insights as well as key metrics for
Twitter such as new followers.
• Refine future content strategy
• Create monthly content schedule
36. Traffic to website
NUMBER OF VISITS
• More than double traffic than for DDU website
• Almost 50% of visitors used mobile devices to access the website
TRAFFIC SOURCES
• More than 75% from referring sites (Manhunt, Grindr…)
• 3rd source: FACEBOOK!
• Huge spikes from Grindr and Manhunt EDM
QUALITY OF TRAFFIC
• 3 to 4 pages visited on average
• 2 to 3 minutes per visit on average
37. FACEBOOK success measures
Facebook is actually much more than just
‘fans’.
•There are typically two potential audiences for branded
content on Facebook.
•The fans who have explicitly ‘liked’ the organisation are the
easiest to reach but the friends of those fans also constitute an
important additional audience.
38. FACEBOOK success measures
•Friends of fans represent a much larger set of consumers (34
times larger on average) and can receive social media content
by way of their friends.
•The level of interest of the friends of fans might be as high as
the fans’.
•They might not be willing to explicitly ‘like’ a page but they
are likely to be interested in what their friends who ‘liked’
the page see or are engaged with.
44. The power of ‘likes’
Weekly
Total Friends of Weekly
Likes fans People Total
talking Reach
about
02/12-01/01 921 401,859 104 46,396
02/01-18/01 1184 480,171 115 46,553
+28% +19% +10% +3%
19/01-02/01 1402 538,236 147 100,662
+18% +12% +28% +116%
45. Barriers to interaction
It’s not totally clear what the main barriers to interaction were
but research on other Facebook campaigns suggests that:
• Facebook users are typically more engaged by content that
relates to them and with which they can personally identify as
opposed to factual content (such as the Big Picture campaign).
• Facebook users also prefer the simple and clear over the
unfamiliar, lengthy and complex.
46. Barriers to interaction
The external campaign qualitative evaluation gives very valuable
insights about the relatively low level of interaction:
• Many gay men - in particular older men - have concerns about
Facebook privacy and security.
• Those who aren’t openly gay don’t want to be outed on
Facebook
47. Barriers to interaction
• Others, even if they are totally comfortable with their sexuality,
aren’t entirely open to talking about HIV-related topics in a
public space such as Facebook.
• They don’t want their work colleagues, potential recruiters or
families, to make assumptions about their sexuality or their HIV
status.
• Many men will never consider adding to the conversation. They
prefer to read posts rather than contribute their own.
49. Lessons learnt
• Traffic booster : definitely!
• Reach and frequency: absolutely!
• Engage conversations/discussions: still TBC!
• Facebook – effective channel to reach younger audiences:
confirmed but older guys too!
• Budget & resources:
• Low cost in terms of media spent for similar traffic rates generated
• 1 to 2 days / week
50. Acknowledgements
• Tony Tang, ACON campaign planner
• ComScore 2012
• Google 2011
• Spina A, Whytest Evaluation Report, 2010 / Spina A,
Drama Down Under Phase 2 Evaluation Report, 2010
• Harris Interactive 2011
• Stokes Mischewski, The Big Picture Evaluation Report,
2012
63. Building the SOCIAL MEDIA community
• A mix of formats
• Open Questions
• ‘Myth or Fact?’ questions: a more playful format
• Poll Questions (YES or NO): to encourage fans to
participate.
• Text-only posts: to encourage fans to make a specific
action.
• Infographics
• Daily Updates
• Tweets in line with Facebook page content