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sk me nything
Social Media and Livestreams for
Sexual Health
@fisserman
INTRODUCTION
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
@fisserman
OUR ONLINE MODEL
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016
Kids these days…
Youths have sex.
We have sexual health content, they really
should take a look at.
They don’t.
They’re bu...
Three routes
1) Promoting our content (website traffic)
2) Stimulating interaction
3) Influencers for sex-education'Let th...
@fisserman
PROMOTING OUR CONTENT
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016
@fisserman4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser
Promoting our content
• Online influencers create unique content for
our website, announce it (tease it) among
their fans/...
Promoting our content
• Be strict on the facts, not on the tone of voice
• Decide on the subject together with the
influen...
Promoting our content
Results
• Views on teasers: >228.000
• Visits to website: >150.000
• (Same amount spent on Facebook ...
@fisserman
STIMULATING INTERACTION
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016
@fisserman4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser
Stimulating interaction
• Does not take place on our website (primarily)
• We work with influencers and cocreate a
message...
“Game of seduction”
• Influencers asked their fans for input on
‘Condom-tips’ for a video
• Depending on the influencer we...
@fisserman
“Game of seduction”
Input for videos, reminder
when video is posted live
User generated information,
interactio...
@fisserman
INFLUENCERS AS SEX
EDUCATORS
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman
Livestream
Influencers invite their followers for a;
• Live internet-broadcast,
• Audience asks questions,
• Which are ans...
Preparation
• Setting up the technical side
– Website/online
– Video
– LMS
• Find the right influencers
• Briefing (subjec...
4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman
LMS
Livestream Management System;
• Making sure the influencers get the right
questions,
• And they give the right answers...
LMS, How does that work?
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
Next steps
Turning an event into a health intervention;
• More intensive usage of analytics data
• Directing viewers to ce...
4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman
Results
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
David & Revé
• 35.000 viewers (...
Conclusion
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
When to use what approach?
•...
Help needed?
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
www.soaaids.nl/yth
efisser...
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Ask me Anything - Social media and Live Streams for Sexual Health

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My presentation for YTH Live 2016 in which I present our model for working with Online Influencers to cocreate safe sex messages. This model is useful for any health promoter, regardless of their subject, interested in using social media.

Published in: Healthcare
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Ask me Anything - Social media and Live Streams for Sexual Health

  1. 1. sk me nything Social Media and Livestreams for Sexual Health @fisserman
  2. 2. INTRODUCTION Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  3. 3. @fisserman OUR ONLINE MODEL Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016
  4. 4. Kids these days… Youths have sex. We have sexual health content, they really should take a look at. They don’t. They’re busy watching content by online influencers. … wait a minute… Why don’t we let those influencers do the work for us? Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  5. 5. Three routes 1) Promoting our content (website traffic) 2) Stimulating interaction 3) Influencers for sex-education'Let the influencer influence...’ - Ask me Anything Livestreams Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  6. 6. @fisserman PROMOTING OUR CONTENT Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016
  7. 7. @fisserman4/24/2016 Social Media and Livestreams for Sexual Health - Erwin Fisser
  8. 8. Promoting our content • Online influencers create unique content for our website, announce it (tease it) among their fans/ followers • Examples; ‘My coming out’, ‘my first period’, being respectful towards girls, The first time I bought condoms. Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  9. 9. Promoting our content • Be strict on the facts, not on the tone of voice • Decide on the subject together with the influencer; it has to be real and personal • Create a relevant surrounding on your site for the videos. Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  10. 10. Promoting our content Results • Views on teasers: >228.000 • Visits to website: >150.000 • (Same amount spent on Facebook ads: >95.000 visits) • Average pages visited for these visitors: Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  11. 11. @fisserman STIMULATING INTERACTION Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016
  12. 12. @fisserman4/24/2016 Social Media and Livestreams for Sexual Health - Erwin Fisser
  13. 13. Stimulating interaction • Does not take place on our website (primarily) • We work with influencers and cocreate a message with which they approach their fans. • Think carefully about what the subject of the conversation should be ( Negative responses) Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  14. 14. “Game of seduction” • Influencers asked their fans for input on ‘Condom-tips’ for a video • Depending on the influencer we were more specific; e.g. input on ‘carrying condoms’ or ‘bringing up condom use with a partner’ • In their videos they asked their viewers on their opinion on the video. • When needed, we participated in the conversation. Erwin Fisser - 2016 - @fisserman4/24/2016 @fisserman
  15. 15. @fisserman “Game of seduction” Input for videos, reminder when video is posted live User generated information, interaction, campaign awareness Online sexual health information, Regional health offices Views (likes) 124.121 Responses 3.498 Views 1.710.000 Likes 38.110 Responses 8.167 Visits: > 70.000 Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016
  16. 16. @fisserman INFLUENCERS AS SEX EDUCATORS Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  17. 17. 4/24/2016 Social Media and Livestreams for Sexual Health - Erwin Fisser @fisserman
  18. 18. Livestream Influencers invite their followers for a; • Live internet-broadcast, • Audience asks questions, • Which are answered in a video-stream • Afterwards, we cut the livestream up in different clips to be used on our website and social media Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  19. 19. Preparation • Setting up the technical side – Website/online – Video – LMS • Find the right influencers • Briefing (subjects & technical) • Promotional ideas and execution Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  20. 20. 4/24/2016 Social Media and Livestreams for Sexual Health - Erwin Fisser @fisserman
  21. 21. LMS Livestream Management System; • Making sure the influencers get the right questions, • And they give the right answers Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  22. 22. LMS, How does that work? Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  23. 23. Next steps Turning an event into a health intervention; • More intensive usage of analytics data • Directing viewers to certain topics • Inserting videos into livestream • Adding serious games? Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman
  24. 24. 4/24/2016 Social Media and Livestreams for Sexual Health - Erwin Fisser @fisserman
  25. 25. Results Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman David & Revé • 35.000 viewers (80% boys), 2600 Twitter- questions, 120 live answers. Youssef & Défano • 4.000 viewers Eric & Nanne • 3.000 viewers
  26. 26. Conclusion Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman When to use what approach? • Depending on your goals (and budget) • Use a combination • Con’t be afraid to try something new
  27. 27. Help needed? Social Media and Livestreams for Sexual Health - Erwin Fisser 4/24/2016 @fisserman www.soaaids.nl/yth efisser@soaaids.nl @fisserman

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