The Power of                                      ‘Like’                               The Emergent Power of Facebook for ...
Everything has changed…
Everything has changedSOCIAL MEDIA
Everything has changedSOCIAL MEDIAAUSTRALIAN MARKET
Everything has changedSOCIAL MEDIAAUSTRALIAN MARKETFACEBOOK
World’s 3 largest country         rd
World’s 3 largest country         rd
Facebook users in the world                       75% of gay men                       are on Facebook                    ...
Facebook leads sharing
Facebook leads sharing                         75% of gay men                         are on Facebook                     ...
Facebook users averages
Facebook users’ behaviours
Background
Background • The Big Picture campaign seeks to bring the knowledge of gay men about the HIV epidemic in NSW up to date. • ...
Primary Resources Booklet                     Online banners           Website
Secondary Resources              Coasters                          Mobile phone                         charging station  ...
Twitter                                        Facebook                                                              Aussi...
FACEBOOKPage and Ads
Building the FACEBOOK community
Building the FACEBOOK community           FACEBOOK UPDATES
Building the FACEBOOK community   • A mix of formats      • Open Questions      • ‘Myth or Fact?’ questions: a more playfu...
Building the FACEBOOK community
Building the FACEBOOK community          FACEBOOK ADS
FACEBOOK ads 14 ads using different design, copy and targeting techniques: • Targeting men according to their interests re...
Social media planner  DAILY          •   Monitor the online space via Google Alerts              Upload required content t...
Social media planner WEEKLY      •   Record engagement on each platform site via          analytics program      •   End o...
Social media planner MONTHLY     •     Report on monthly statistics including           Facebook Insights as well as key m...
Results
Traffic to website NUMBER OF VISITS • More than double traffic than for DDU website • Almost 50% of visitors used mobile d...
FACEBOOK success measures     Facebook is actually much more than just                      ‘fans’. •There are typically t...
FACEBOOK success measures •Friends of fans represent a much larger set of consumers (34 times larger on average) and can r...
Demographic Distribution            30%      37%                           25%
The power of ‘likes’
The power of ‘likes’
The power of ‘likes’                         >60,000                         reached                       up to 3 times
The power of ‘likes’
The power of ‘likes’                                     Weekly               Total   Friends of             Weekly       ...
Barriers to interactionIt’s not totally clear what the main barriers to interaction were      but research on other Facebo...
Barriers to interaction The external campaign qualitative evaluation gives very valuable      insights about the relativel...
Barriers to interaction•   Others, even if they are totally comfortable with their sexuality,    aren’t entirely open to t...
Lessons learnt
Lessons learnt •   Traffic booster : definitely! •   Reach and frequency: absolutely! •   Engage conversations/discussions...
Acknowledgements    •   Tony Tang, ACON campaign planner    •   ComScore 2012    •   Google 2011    •   Spina A, Whytest E...
Thank youycalmette@acon.org.au
Media Overview          Website
Aussiemen                               Mardi Gras                                              Manhunt                   ...
Aussiemen                                                                              Mardi Gras                         ...
Twitter                             Facebook                                                   Aussiemen                  ...
Twitter                             Facebook                                                   Aussiemen                  ...
Twitter                                        Facebook                                                              Aussi...
SOCIAL MEDIA
Social media venues                      79% of gay men                      are on Facebook                      30% of g...
Building the SOCIAL MEDIA community
Building the SOCIAL MEDIA community
Building the SOCIAL MEDIA community   • A mix of formats      • Open Questions      • ‘Myth or Fact?’ questions: a more pl...
Building the SOCIAL MEDIA community
Thank you
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
The Power of ‘Like’: The Emergent Power of Facebook for Reaching and (Re)engaging with Gay Men
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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 AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.

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

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