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Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
Using Social Media to Engage with Gay Men
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Using Social Media to Engage with Gay Men

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Tony Tang, (ACON) ran this workshop on creating and managing a Facebook Page & Facebook advertising campaign at the AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.

Tony Tang, (ACON) ran this workshop on creating and managing a Facebook Page & Facebook advertising campaign at the AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.

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  • 1. Using Social Media to Engage with Gay MenCreating and Managing a Facebook Page & Facebook Advertising Campaign Presented by: Tony Tang, Campaign Planner, ACON
  • 2. 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
  • 3. About This Workshop• Connect - Facebook Advertising Campaign – Objectives – Create • Destination • Copy • Image – Target • Techniques to reach gay men – Manage/Monitor – Evaluate
  • 4. Social Media Today • Video: “A Day in Life of Social Media” http://www.youtube.com/watch?v=iReY3W9ZkLU&feature=fvwrel
  • 5. Some Social Media Facts
  • 6. 60 Seconds In Social Media:
  • 7. Facebook User Behaviours
  • 8. Facebook Growth – World’s 3rd Largest Country:
  • 9. Facebook Growth – World’s 3rd Largest Country:
  • 10. Facebook Users Around The World
  • 11. Facebook Users In Australia
  • 12. SummaryFacebook is huge!
  • 13. Create A Facebook Page
  • 14. Before we start…
  • 15. Social Media Strategy
  • 16. Social Media Strategy
  • 17. 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)
  • 18. Social Media Strategy• The Big Picture
  • 19. Social Media Strategy• The Big Picture – Facebook page
  • 20. Social Media Strategy• The Big Picture - Insights
  • 21. Social Media Strategy
  • 22. Social Media Strategy• Platforms – Which to use? – Objectives – Interactions
  • 23. Social Media Strategy• Platforms – Which to use? – Objectives – Interactions – E.g. The Big Picture
  • 24. Social Media Strategy
  • 25. 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
  • 26. Social Media Strategy– What is considered ‘good’ content for social media? • Relevant to your audience • Encourage dialogue and sharing • Keep it short • Be timely (news, recent articles, topics) • Relate to your audience • A mix of articles, links, videos and images • Ask questions/feedback – encourage dialogue– Great examples:
  • 27. Social Media Strategy This is OZ www.facebook.com/thisisoz
  • 28. Social Media Strategy
  • 29. Social Media Strategy• Why is it so important?
  • 30. 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
  • 31. Social Media Strategy
  • 32. Social Media Strategy• Processes – Monitoring – Resources – Tasks – Content Creation – sources? – Approval Process – Crisis Communication Strategy – Success measures
  • 33. Social Media Strategy• Processes – Monitoring – Resources – Tasks – Content Creation – sources? – Approval Process – Crisis Communication Strategy – Success measures – Content Schedule (E.g. The Big Picture)
  • 34. Social Media Strategy
  • 35. Social Media Strategy• When to post?• How often?
  • 36. Social Media Strategy• When to post? Between 4 – 7pm and 8pm (depends on audience)• How often? At least once a day – including weekends
  • 37. QUESTIONS?
  • 38. Let’s Get Started…
  • 39. Facebook Page
  • 40. Facebook Page• Ideally, You will have: – A laptop – Internet access – Images – A Facebook account – A Twitter account – A YouTube Channel account
  • 41. 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
  • 42. 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
  • 43. Facebook Page
  • 44. Facebook Page
  • 45. Facebook Page
  • 46. Facebook Page• Facebook page set-up:
  • 47. Facebook Page• Functionality and Features – Cover Photo
  • 48. Facebook Page• Functionality and Features – Cover Photo – Links (article or video) – Images/Videos – Events – Questions – Highlights – Pins
  • 49. Facebook Page
  • 50. Facebook Page
  • 51. Facebook Page
  • 52. Facebook Page• Functionality and Features √ Cover Photo √ Links (article or video) √ Images/Videos √ Events √ Questions √ Highlights √ Pins
  • 53. 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
  • 54. Facebook Page• Functionality and Features – Adding a new app
  • 55. Facebook Page• Functionality and Features – Creating a new app • E.g. Know the Risk Facebook Page
  • 56. Facebook Page• Know the Risk
  • 57. Facebook Page• Know the Risk – Risk Calculator tool – Personalised information - interactive – 72 combinations
  • 58. Facebook Page• Know the Risk – Risk Calculator tool – Personalised information - interactive – 72 combinations
  • 59. Facebook Page
  • 60. Facebook Page
  • 61. Facebook Page• Evaluation
  • 62. Facebook Page• Evaluation
  • 63. Facebook Page• Evaluation
  • 64. Facebook Page• Evaluation
  • 65. Connect
  • 66. Connect
  • 67. FacebookAdvertising Campaign
  • 68. Facebook Advertising• Objectives: – Network Building (‘Likes’) – Web Traffic – Promote message – E.g. Testing campaign
  • 69. Facebook Advertising• Objectives:
  • 70. 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
  • 71. What are gay men interested in?
  • 72. 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
  • 73. Facebook Advertising• 28 year-old gay guy from Sydney inner west
  • 74. 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!
  • 75. Facebook Advertising
  • 76. Facebook Advertising
  • 77. Facebook Advertising• Monitoring
  • 78. Facebook Advertising• Monitoring: – Daily Budget? – Changing bidding – Removing ads – Increasing budget – Editing add copy and/or image
  • 79. Contact ttang@acon.org.auTwitter: @_tonytang

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