The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men

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Yves Calmette, (ACON) describes how the 'Big Picture' campaign demonstrates the potential power of Facebook to extend the impact of HIV prevention messages. This presentation was given at the …

Yves Calmette, (ACON) describes how the 'Big Picture' campaign demonstrates the potential power of Facebook to extend the impact of HIV prevention messages. This presentation was given at the AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.

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  • 1. The Power of ‘Like’ The Emergent Power of Facebook for Reaching and (Re) engaging with Gay MenAFAO Conference, 30 May 2012
  • 2. Everything has changed…
  • 3. Everything has changedSOCIAL MEDIA
  • 4. Everything has changedSOCIAL MEDIAAUSTRALIAN MARKET
  • 5. Everything has changedSOCIAL MEDIAAUSTRALIAN MARKETFACEBOOK
  • 6. World’s 3 largest country rd
  • 7. World’s 3 largest country rd
  • 8. Facebook users in the world 75% of gay men are on Facebook daily
  • 9. Facebook leads sharing
  • 10. Facebook leads sharing 75% of gay men are on Facebook daily 30% of gay men have a Twitter account
  • 11. Facebook users averages
  • 12. Facebook users’ behaviours
  • 13. Background
  • 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.
  • 15. Primary Resources Booklet Online banners Website
  • 16. Secondary Resources Coasters Mobile phone charging station Posters
  • 17. Twitter Facebook Aussiemen Mardi GrasCoasters Manhunt Posters Ads Manhunt Gaydar SameSame Recon Grindr
  • 18. FACEBOOKPage and Ads
  • 19. Building the FACEBOOK community
  • 20. Building the FACEBOOK community FACEBOOK UPDATES
  • 21. 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.
  • 22. Building the FACEBOOK community
  • 23. Building the FACEBOOK community FACEBOOK ADS
  • 24. 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 …
  • 25. 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
  • 26. 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.
  • 27. 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
  • 28. Results
  • 29. 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
  • 30. 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.
  • 31. 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.
  • 32. Demographic Distribution 30% 37% 25%
  • 33. The power of ‘likes’
  • 34. The power of ‘likes’
  • 35. The power of ‘likes’ >60,000 reached up to 3 times
  • 36. The power of ‘likes’
  • 37. 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%
  • 38. Barriers to interactionIt’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.
  • 39. 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
  • 40. 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.
  • 41. Lessons learnt
  • 42. 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
  • 43. 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
  • 44. Thank youycalmette@acon.org.au
  • 45. Media Overview Website
  • 46. Aussiemen Mardi Gras Manhunt GaydarSameSame Recon
  • 47. Aussiemen Mardi Gras Websit e Manhunt Web Banners EDM and Push Mobile AdManhunt Notifications Banners (Grindr) Gaydar SameSame Recon Grindr
  • 48. Twitter Facebook Aussiemen Mardi Gras ManhuntManhunt Gaydar SameSame Recon Grindr
  • 49. Twitter Facebook Aussiemen Mardi Gras ManhuntManhunt Gaydar SameSame Recon Grindr
  • 50. Twitter Facebook Aussiemen Mardi GrasCoasters Manhunt Posters Ads Manhunt Gaydar SameSame Recon Grindr
  • 51. SOCIAL MEDIA
  • 52. Social media venues 79% of gay men are on Facebook 30% of gay men are on Twitter
  • 53. Building the SOCIAL MEDIA community
  • 54. Building the SOCIAL MEDIA community
  • 55. 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
  • 56. Building the SOCIAL MEDIA community
  • 57. Thank you