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 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

Social Media Strategy

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)

Social Media Strategy

• The Big Picture

Social Media Strategy

• The Big Picture – Facebook page

Social Media Strategy

• The Big Picture - Insights

Social Media Strategy

Social Media Strategy

• Platforms– Which to use?– Objectives– Interactions

Social Media Strategy

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

Social Media Strategy

Social Media Strategy

• 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

Social Media Strategy

– 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:

Social Media Strategy

This is OZ www.facebook.com/thisisoz

Social Media Strategy

Social Media Strategy

• Why is it so important?

Social Media Strategy

• 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

Social Media Strategy

Social Media Strategy

• Processes

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

Social Media Strategy

• Processes

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

Social Media Strategy

Social Media Strategy

• When to post? • How often?

Social Media Strategy

• 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

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

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

• Functionality and Features

– Adding a new app

Facebook Page

• Functionality and Features

– 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

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

Facebook Page

Facebook Page

Facebook Page

• Evaluation

Facebook Page

• Evaluation

Facebook Page

• Evaluation

Facebook Page

• Evaluation

Connect

Connect

FacebookAdvertisingCampaign

Facebook Advertising

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

Facebook Advertising

• Objectives:

Facebook Advertising

• 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?

Facebook Advertising

- 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

Facebook Advertising

• 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!

Facebook Advertising

Facebook Advertising

Facebook Advertising

• Monitoring

Facebook Advertising

• Monitoring:

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

Contact

ttang@acon.org.auTwitter: @_tonytang