Using Social Media     to Engage with Gay MenCreating and Managing a Facebook Page & Facebook Advertising Campaign        ...
About This Workshop• Overview about social media –  statistics and interesting facts• Social Media Strategy    –   Outcome...
About This Workshop• Connect - Facebook Advertising  Campaign   – Objectives   – Create       • Destination       • Copy  ...
Social Media Today  • Video: “A Day in Life of Social Media”  http://www.youtube.com/watch?v=iReY3W9ZkLU&feature=fvwrel
Some Social Media Facts
60 Seconds In Social Media:
Facebook User Behaviours
Facebook Growth – World’s 3rd Largest Country:
Facebook Growth – World’s 3rd Largest Country:
Facebook Users Around The World
Facebook Users In Australia
SummaryFacebook is huge!
Create A Facebook Page
Before we start…
Social Media Strategy
Social Media Strategy
Social Media Strategy• Outcomes – what would you like to achieve with  social media?   – E.g. web traffic, communication p...
Social Media Strategy• The Big Picture
Social Media Strategy• The Big Picture – Facebook page
Social Media Strategy• The Big Picture - Insights
Social Media Strategy
Social Media Strategy• Platforms   – Which to use?   – Objectives   – Interactions
Social Media Strategy• Platforms   –   Which to use?   –   Objectives   –   Interactions   –   E.g. The Big Picture
Social Media Strategy
Social Media Strategy• Content  – Campaign/organisation key information and messages  – Target audience topics of interest...
Social Media Strategy– What is considered ‘good’ content for social media?   •   Relevant to your audience   •   Encourage...
Social Media Strategy      This is OZ  www.facebook.com/thisisoz
Social Media Strategy
Social Media Strategy• Why is it so important?
Social Media Strategy• The importance of ‘likes’, ‘comments’ and ‘shares’   – Expand your page visibility – message exposu...
Social Media Strategy
Social Media Strategy• Processes   –   Monitoring   –   Resources   –   Tasks   –   Content Creation – sources?   –   Appr...
Social Media Strategy• Processes   –   Monitoring   –   Resources   –   Tasks   –   Content Creation – sources?   –   Appr...
Social Media Strategy
Social Media Strategy• When to post?• How often?
Social Media Strategy• When to post? Between 4 – 7pm and 8pm (depends  on audience)• How often? At least once a day – incl...
QUESTIONS?
Let’s Get Started…
Facebook  Page
Facebook Page• Ideally, You will have:    –   A laptop    –   Internet access    –   Images    –   A Facebook account    –...
Facebook Page• Create a new page:   –   Login to Facebook   –   Go to: www.facebook.com/pages   –   Click on ‘New Page’   ...
Facebook Page• Create a new page:   √   Login to Facebook   √   Go to: www.facebook.com/pages   √   Click on ‘New Page’   ...
Facebook Page
Facebook Page
Facebook Page
Facebook Page• Facebook page set-up:
Facebook Page• Functionality and Features   – Cover Photo
Facebook Page• Functionality and Features   –   Cover Photo   –   Links (article or video)   –   Images/Videos   –   Event...
Facebook Page
Facebook Page
Facebook Page
Facebook Page• Functionality and Features   √   Cover Photo   √   Links (article or video)   √   Images/Videos   √   Event...
Facebook Page• Functionality and Features   – Apps & Tabs:      •   What are they for?      •   Add a new app      •   Rep...
Facebook Page• Functionality and Features   – Adding a new app
Facebook Page• Functionality and Features   – Creating a new app      • E.g. Know the Risk Facebook Page
Facebook Page• Know the Risk
Facebook Page• Know the Risk – Risk Calculator tool   – Personalised information - interactive   – 72 combinations
Facebook Page• Know the Risk – Risk Calculator tool   – Personalised information - interactive   – 72 combinations
Facebook Page
Facebook Page
Facebook Page• Evaluation
Facebook Page• Evaluation
Facebook Page• Evaluation
Facebook Page• Evaluation
Connect
Connect
FacebookAdvertising  Campaign
Facebook Advertising• Objectives:  –   Network Building (‘Likes’)  –   Web Traffic  –   Promote message  –   E.g. Testing ...
Facebook Advertising• Objectives:
Facebook Advertising• Create an ad  –   Go to: www.facebook.com/ads  –   Create an Ad  –   Destination URL or Facebook pag...
What are gay men interested in?
Facebook Advertising- Audience Interests    •   Artists (Kylie, Lady Gaga)    •   Gay themed movies    •   Gay parties and...
Facebook Advertising• 28 year-old gay guy from Sydney inner west
Facebook Page• Exercise:   – Ad promoting PEP leading viewers to DDU PEP web page                          What is PEP?   ...
Facebook Advertising
Facebook Advertising
Facebook Advertising• Monitoring
Facebook Advertising• Monitoring:   –   Daily Budget?   –   Changing bidding   –   Removing ads   –   Increasing budget   ...
Contact ttang@acon.org.auTwitter: @_tonytang
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
Upcoming SlideShare
Loading in …5
×

Using Social Media to Engage with Gay Men

952 views

Published on

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.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
952
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Using Social Media to Engage with Gay Men

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

×