the evolution: expanding our digital strategy to serving...
TRANSCRIPT
The Evolution: Expanding Our Digital Strategy to Serving Men of
Color in the Continuum
August 29, 2017 Workshop B
10:15 – 11:45 a.m.
The Evolution
Gabriel Maldonado Founder and CEO TruEvolution Inc.
Jarrel Armster Director of Marketing
TruEvolution Inc.
Facilitator: Liz Hall, Office of AIDS
About TruEvolution TruEvolution is a 501(c)3 organization dedicated to fighting for LGBT justice and the
prevention and elimination of HIV/AIDS in America.
Education LGBTQ+ Advocacy Health Services
California’s Integrated Plan
• Incentivized Testing Campaigns (Fox Theatre Partnership)
• Direct Online (Facebook, WebForm) Referrals • Client Follow-up via Social Media (retention strategy) • Online Resource(s) Index • Cross-Referrals & Digital Calendaring of all Provider
Events
Reaching Youth via Social Media
Questions: • What platforms should I be on? • Why don’t people like my content? • How should social media integrate with
my overall digital marketing strategy?
Brandon- Case Study 1
• Late 20s • Gay • African American • Homeless • Living with HIV • Frequently Changes
phone numbers • Doesn’t use email
This is not Brandon, nor is this his correct name.
Brandon- Case Study 1
Challenges • Inconsistent contact
information makes case management difficult.
• Missed clinical visits can lower the possibility of viral suppression
Solutions • Leverage the ability to
communicate via Facebook Messenger – Send appointment
reminders – Check in on service
referrals – Send positive affirmations
Chris- Case Study 2 • Late teens • Gay, not fully out • Latino • HIV – • Unstable access to
healthcare • Uses Facebook but only
occasionally • Uses hookup apps i.e.,
Grindr, Jack’d • Interested in social justice
This is not Chris, nor is this his correct name.
Chris- Case Study 2
Challenges • Chris only comes in for
STI screenings when he’s had a scare.
• Chris is still in the closet and is concerned about getting “outed” by interacting with our page.
Solutions • Use Snapchat as communication
channel. Chris likes the disappearing messages and watching our story.
• Utilize Facebook pixel to track and segment users who perform specific actions on your website. – Reminding clients to get tested every 3
months – Educate through targeted content
proper ways to access healthcare and identify culturally competent providers.
• Leverage Mailchimp’s Automation tools to create a drip campaign about PrEP
Facebook Pixel Poll
• How many of you use Facebook Pixel in your organization?
Facebook Pixel 101 • Facebook Pixel is a conversion
tracking and custom audience builder tool.
• A conversion is simply getting a user to perform a certain action. – Viewing a page, adding an item to
an online shopping cart, submitting a form, etc.
– Facebook supports both standard conversion events and custom events
• With this information Facebook associates the action with a Facebook user anonymously adding them to your remarketing audience.
Facebook Pixel: Use Case
1) User sets up an
appointment
2) FB records action &
adds user to
database
3) User is filtered into
specific Regular HIV Test
group
4) Sponsored blog posts and ads
are promoted
5) User clicks on CTA to set
up an appointment
Mailchimp Automation Tools • Mailchimp is a robust email
marketing tool with the versatility of a drag-and-drop design interface and custom coding option.
• Helps with long term conversions. • Provides comprehensive
analytical data and segmentation tools.
• Can integrate with Facebook Ads via Lead Forms
Mailchimp Use Case
Mailchimp Use Case
Mailchimp Use Case • Automated Drip Campaign
educates clients to make an informed decision – Sends several emails with blogs,
videos, etc. – Rgege
• 3 emails over the course of a week
• CTA gives clients the option to convert at any point in the process
• Conversions can be tracked via Facebook Pixel
Targeted Content
• Known as outbound content marketing in the tech world.
• Frequently these take the form of blog posts, videos, infographics.
• These focus on solving a problem or pain point for clients.
Ineffective Content Models • MSMs of color know they
experience a disproportionate risk of HIV infection and should be tested regularly.
• Just as we see people as the sum of our interactions and experiences with them, people see your Facebook page the same.
• Since we know they know, we should be asking “What are the barriers that prevent MSMs of color from accessing care?”
Old Content Model vs. New
Information Distribution
Client
Client
Client
Information Engagement Customers respond &
engage
We engage & respond to questions guiding
conversation
Listen to what customers say
for future content ideas
Evaluate engagement with posts,
looking beyond clicks
Post tailored, relevant
information
Effective Content Models • People on social media don’t want
to be constantly sold products and services
• Clients are more than their physical and sexual health. Topics outside of these also interest and affect them.
• MSMs look for
Effective Content Models • Showing support for the LGBT
community is more than posting a rainbow flag during the month of June.
• There are clear moments when Public Health professionals can set the record straight and stand with the LGBT community.
• Know the difference between pandering to LGBT audiences and being a true ally.
How can we avoid this? • Representation matters.
Representation matters. • Allow MSMs of color a seat at the
table when discussing campaigns or initiatives that affect them.
• Many people on social media are willing to give their opinion if asked- this is why they spend all day posting their thoughts.
Effective Content Models • Asking your audience what they
want to talk about can be an effective strategy. – Doing so with creative imagery is
much more effective
• As a general rule of thumb, as far as engagement is concerned: – Text = Less – Photo = More – Video = Most
Social Media: Part of an overall Digital Strategy
Funding
The Strategies presented could be used in the following Ryan White Part B Service Categories:
–Early Intervention Services –Outreach (HIV Care Program & Minority AIDS
Initiative) • Line Item: “Targeted Outreach – Social Media”
Free Resources • Facebook Blueprint learning modules &
certifications- facebook.com/blueprint • Google Analytics training course & certification-
analytics.google.com/analytics/academy/ • Mailchimp Email Marketing Resources-
https://mailchimp.com/resources/ • Content Marketing course & certification-
certification.hubspot.com/content-marketing-certification-course
Facebook Pages to Follow
• https://www.facebook.com/starttalkinghiv • https://www.facebook.com/hivequal/ • https://www.facebook.com/truecolorsfund/ • https://www.facebook.com/IMPULSEGRO
UPDC/
Getting to Zero
Integrated Plan Strategies: • B: Increase & Improve HIV Testing • D: Improve Linkage to Care • E: Improve Retention in Care
Questions??