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.

1. sk me nything
Social Media and Livestreams for
Sexual Health
@fisserman

2. INTRODUCTION
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman

3. @fisserman
OUR ONLINE MODEL
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016

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. 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. @fisserman
PROMOTING OUR CONTENT
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016

7. @fisserman4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser

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. 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. 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. @fisserman
STIMULATING INTERACTION
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016

12. @fisserman4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser

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. “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. @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. @fisserman
INFLUENCERS AS SEX
EDUCATORS
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman

17. 4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman

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. 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. 4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman

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. LMS, How does that work?
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman

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. 4/24/2016
Social Media and Livestreams for Sexual
Health - Erwin Fisser @fisserman

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. 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. Help needed?
Social Media and Livestreams for Sexual
Health - Erwin Fisser
4/24/2016 @fisserman
www.soaaids.nl/yth
efisser@soaaids.nl
@fisserman