Using social media to (re)engage about sexual health and build online communities - Tony Tang
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Using social media to (re)engage about sexual health and build online communities - Tony Tang

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    Using social media to (re)engage about sexual health and build online communities - Tony Tang Using social media to (re)engage about sexual health and build online communities - Tony Tang Presentation Transcript

    • Using Social Mediato (Re)Engage aboutSexual Health and BuildOnline CommunitiesPresented by:Tony Tang, Digital Campaign Planner, ACON
    • ABOUT ACON
    • About ACON• ACON is a health promotion organisation based in the gay,lesbian, bisexual and transgender communities with a primaryfocus on HIV prevention.• ACON provides HIV prevention, health promotion, advocacy,care and support services to members of our communitiesincluding indigenous people, people who inject drugs, sexworkers and all people living with HIV.
    • OUR WORK
    • In The Last Year and ½…• 2 main initiatives:The BigPictureENDING HIV
    • In The Last Year and ½…The BigPictureENDING HIVSTRONG FOCUS ON ONLINE PROMOTION
    • In The Last Year and ½…The BigPictureENDING HIVSOCIAL MEDIA PLAYED A HUGE ROLE
    • Social Media in Australia
    • Facebook Users Around The World
    • Facebook Users In AustraliaFacebook is huge!
    • 60 Seconds In Social Media:
    • SOCIAL MEDIA STRATEGY
    • AudiencesOnlineEnvironmentChannelsReach &EngagementImplementationGoalsSocial Media Strategy
    • THE BIG PICTURE(NOV 2011 – FEB 2012)
    • OBJECTIVES• The Big Picture campaign seeks to bring theknowledge of gay men about the HIV epidemic inNSW up to date.• The campaign also aims to provide a basis for re-initiating conversations among gay men in NSWabout the HIV epidemic.
    • Campaign primary resourcesBookletWebsiteWeb Banners
    • HOW WE USED SOCIAL MEDIA
    • SOCIAL MEDIA OBJECTIVES• Inform and educate about the current situation ofHIV and NSW via social media channels• Build and engage gay men around HIV• Drive traffic to ‘The Big Picture’ website, as the mainhub of information
    • The BigPictureWebsiteThe BigPictureTwitterAccountACON SocialMediaThe BigPictureFacebookPageFacebookAdsSOCIAL MEDIA CHANNELS
    • Building the Facebook Community:
    • • A mix of content formats:• Open Questions• ‘Myth or Fact?’ questions: a more playful format• Poll Questions (YES /NO): to encourage fans to participate.• Stats + call to action: to encourage fans to make a specific action.• Quotes from the community around HIV• Infographics and imagery• Updates delivered once a dayBuilding the Facebook Community: Content
    • Building the Facebook Community: Content
    • Building the Facebook Community: Content Schedule
    • Building the Facebook Community: Facebook Ads
    • RESULTS
    • Number of Visits• More than double traffic than for previous websites• Almost 50% of visitors used mobile devices to access the websiteTraffic Sources• 3rd source: FACEBOOK!Quality of Traffic• 3 to 4 pages visited on average• 2 to 3 minutes per visit on averageWebsite Traffic:
    • 02004006008001000120014001600InitialStageDec-11 Jan-12 Feb-12Total Connections (Likes)Total Connections(Likes)020406080100120140160InitialStageDec-11 Jan-12 Feb-12Total Interactions on FacebookTotal Interactions0100,000200,000300,000400,000500,000600,000InitialStageDec-11 Jan-12 Feb-12Potential ReachPotential Reach020,00040,00060,00080,000100,000120,000InitialStageDec-11 Jan-12 Feb-12Weekly RearchWeekly RearchSocial Media Metrics
    • It’s not totally clear what the main barriers to interaction were but researchon other Facebook campaigns suggests that:• Facebook users are typically more engaged by content that relates to themand 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, lengthyand complex.Interaction and Engagement
    • The external campaign qualitative evaluation gives very valuable insights aboutthe relatively low level of interaction:• Many gay men - in particular older men - have concerns about Facebookprivacy and security.• Those who aren’t openly gay don’t want to be outed on Facebook• Others, even if they are totally comfortable with their sexuality, aren’tentirely open to talking about HIV-related topics in a public space such asFacebook.Interaction and Engagement
    • • However…According to the Daily Facebook Page Engagement Rate, the Facebook pagepresented an excellent performance (11.73), even when compared to Facebookpages from popular brands.Interaction and Engagement
    • ENDING HIV(FEB 2013 – NOW)
    • IN A NUTSHELL• A long-term initiative to inform ending the HIVepidemic by 2020 and how to achieve it
    • ENDING HIV – A NEW APPROACH• ENDING HIV:– A significant shift in the way we do healthpromotion– An opportunity to re-engage with gay men,initiate and sustain a continuous dialogue
    • ENDING HIV – A NEW APPROACH• ENDING HIV:– A significant shift in the way we do healthpromotion– An opportunity to re-engage with gay men, initiateand sustain a continuous dialogue– A new and innovative approach in online mediawas needed
    • A NEW APPROACH: CHANNELS• Channels:– Selection of these channels is made based on• opportunities,• resources, and• capacity.– A new approach:• seize the opportunities from social media: incorporating andintegrating other social media channels
    • A NEW APPROACH: CHANNELS
    • Integration with Twitter and Instagram
    • And YouTube…
    • SOCIAL MEDIA STRATEGY: CONTENT– Strong focus on content strategy:• the most important element in social media– A new approach:• Not ACON campaign messages only• Focus on 2 additional content types:– User-generated content– Curated content (external sources)» Listening to our audience online
    • SOME RESULTS
    • 02,0004,0006,0008,000The BigPictureEndingHIVTotal Number of FansTotal Number ofFans85,00090,00095,000100,000105,000The BigPictureEndingHIVHighest WeeklyReachHighest WeeklyReach050010001500The BigPictureEndingHIVAverage WeeklyInteractionsAverageWeeklyInteractions0.00%10.00%20.00%30.00%The BigPictureEndingHIVFacebook EngagementIndicatorFacebookEngagementIndicator
    • LESSONS LEARNT
    • 1. Traffic booster : definitely!2. Reach and frequency: absolutely!3. Engage conversations/discussions: new content approach hasbeen more effective than delivering health promotionmessages only4. Facebook – effective channel to reach younger audiences:confirmed but older guys too!5. Budget & resources:• Low cost in terms of media spent for similar traffic rates generated• 1 to 2 days / weekLessons Learnt
    • Acknowledgments- Yves Calmette, Principal Planner, ACON- Stokes Mischewski, The Big Picture EvaluationReport, 2012- Spina A, Whytest Evaluation Report, 2010 / SpinaA, Drama Down Under Phase 2 Evaluation Report,2010
    • Contactttang@acon.org.au