Using Social Media to Engage with Gay Men

Using Social Media to Engage with Gay Men

Creating and Managing a Facebook Page & Facebook Advertising Campaign

Presented by:Tony Tang, Campaign Planner, ACON

About This Workshop

• Overview about social media – statistics and interesting facts

• Social Media Strategy– Outcomes– Audiences– Insights– Channels– Content– Processes

• Facebook Page– Create– Customise– Connect– Evaluate

About This Workshop

• Connect - Facebook Advertising Campaign– Objectives– Create

• Destination• Copy• Image

– Target• Techniques to reach gay men

– Manage/Monitor– Evaluate

Social Media Today

• Video: “A Day in Life of Social Media”

http://www.youtube.com/watch?v=iReY3W9ZkLU&feature=fvwrel

Some Social Media Facts

60 Seconds In Social Media:

Facebook User Behaviours

Facebook Growth – World’s 3rd Largest Country:

Facebook Users Around The World

Facebook Users In Australia

Summary

Facebook is huge!

Create A Facebook Page

Before we start…

Social Media Strategy


• Outcomes – what would you like to achieve with social media?– E.g. web traffic, communication platform, raise

awareness

• Audiences – who’s your audience?– What do you know about your audience online?

• Interests and trends• Where are they?

• Insights – your resources and capabilities– SWOT– E.g. ‘The Big Picture’ campaign (see next slide)


• The Big Picture


• The Big Picture – Facebook page


• The Big Picture - Insights


• Platforms– Which to use?– Objectives– Interactions


• Platforms– Which to use?– Objectives– Interactions– E.g. The Big Picture


• Content

– Campaign/organisation key information and messages– Target audience topics of interest– Content sources

• Website• Online magazines• Blogs

– Types of content• Articles• Images• Videos• Text only• Poll


– What is considered ‘good’ content for social media?

1. Relevant to your audience2. Encourage dialogue and sharing3. Keep it short4. Be timely (news, recent articles, topics)5. Relate to your audience6. A mix of articles, links, videos and images7. Ask questions/feedback – encourage dialogue

– Great examples:


This is OZ www.facebook.com/thisisoz


• Why is it so important?


• The importance of ‘likes’, ‘comments’ and ‘shares’– Expand your page visibility – message exposure– Help reach new people on Facebook– Get more ‘likes’ to the page – more people constantly

exposed to your messages– Keep your current network


• Processes

– Monitoring– Resources– Tasks– Content Creation – sources?– Approval Process– Crisis Communication Strategy– Success measures


• Processes

– Monitoring– Resources– Tasks– Content Creation – sources?– Approval Process– Crisis Communication Strategy– Success measures– Content Schedule (E.g. The Big Picture)


• When to post? • How often?


• When to post? Between 4 – 7pm and 8pm (depends on audience)

• How often? At least once a day – including weekends

QUESTIONS?

Let’s Get Started…

FacebookPage

Facebook Page

• Ideally, You will have:

– A laptop– Internet access– Images– A Facebook account– A Twitter account– A YouTube Channel account

Facebook Page

• Create a new page:

– Login to Facebook– Go to: www.facebook.com/pages– Click on ‘New Page’– Organisation/Cause– About Timeline– Profile image (180x180 pixels)– Description + website URL– Show elements within the Admin Panel

Facebook Page

• Create a new page:

√ Login to Facebook√ Go to: www.facebook.com/pages√ Click on ‘New Page’√ Organisation/Cause√ About Timeline√ Profile image (180 x 180 pixels)√ Description + website URL√ Show elements within the Admin Panel

Facebook Page

Facebook Page

• Facebook page set-up:

Facebook Page

• Functionality and Features– Cover Photo

Facebook Page

• Functionality and Features– Cover Photo– Links (article or video)– Images/Videos– Events– Questions– Highlights– Pins

Facebook Page

Facebook Page

• Functionality and Features√ Cover Photo√ Links (article or video)√ Images/Videos√ Events√ Questions√ Highlights√ Pins

Facebook Page

• Functionality and Features

– Apps & Tabs:• What are they for?• Add a new app• Reposition tabs• Edit an app• Creating a new app• Removing an app

Facebook Page


– Adding a new app

Facebook Page


– Creating a new app

• E.g. Know the Risk Facebook Page

Facebook Page

• Know the Risk

Facebook Page

• Know the Risk – Risk Calculator tool– Personalised information - interactive– 72 combinations

Facebook Page

Facebook Page

• Evaluation

Connect

FacebookAdvertisingCampaign

Facebook Advertising

• Objectives:– Network Building (‘Likes’)– Web Traffic – Promote message– E.g. Testing campaign


• Objectives:


• Create an ad

– Go to: www.facebook.com/ads– Create an Ad– Destination URL or Facebook page– An ad about your Facebook page– Ad copy & ad image upload– Audiences

• Precise Interests• Broad interests

What are gay men interested in?


- Audience Interests• Artists (Kylie, Lady Gaga)• Gay themed movies• Gay parties and events (Mardi Gras)• Fashion & Clothing – Brands• Male actors and models• Famous gay characters• Marriage equality topics• Books


• 28 year-old gay guy from Sydney inner west

Facebook Page

• Exercise:– Ad promoting PEP leading viewers to DDU PEP

web page

What is PEP?If you think you’ve been exposed to HIV, you should consider getting PEP. Find out more!


• Monitoring


• Monitoring:

– Daily Budget?– Changing bidding– Removing ads– Increasing budget– Editing add copy and/or image

Contact

[email protected]: @_tonytang

Using Social Media to Engage with Gay Men

Health & Medicine

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