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Using social media to (re)engage about sexual health and build online communities - Tony Tang
The document discusses ACON's use of social media to promote sexual health initiatives. It describes two campaigns - The Big Picture from 2011-2012 which aimed to educate gay men about HIV, and Ending HIV from 2013 onward which seeks to end the HIV epidemic by 2020. For The Big Picture, ACON used Facebook, Twitter, and a website to share information and drive traffic. While engagement was relatively low, evaluation found social media was effective for reaching audiences. For Ending HIV, ACON took a new approach, focusing on user-generated content and listening to audiences, which led to increased reach, interactions, and engagement over time. Lessons included social media's ability to boost traffic and frequency while facilitating discussions beyond direct
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Using social media to (re)engage about sexual health and build online communities - Tony Tang
- 1. Using Social Media to(Re)Engage about Sexual Health and Build Online Communities Presented by: Tony Tang, Digital Campaign Planner, ACON
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- 3. About ACON • ACONis a health promotion organisation based in the gay, lesbian, bisexual and transgender communities with a primary focus on HIV prevention. • ACON provides HIV prevention, health promotion, advocacy, care and support services to members of our communities including indigenous people, people who inject drugs, sex workers and all people living with HIV.
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- 5. In The LastYear and ½… • 2 main initiatives: The Big Picture ENDING HIV
- 6. In The LastYear and ½… The Big Picture ENDING HIV STRONG FOCUS ON ONLINE PROMOTION
- 7. In The LastYear and ½… The Big Picture ENDING HIV SOCIAL MEDIA PLAYED A HUGE ROLE
- 8. Social Media inAustralia
- 9. Facebook Users AroundThe World
- 10. Facebook Users InAustralia Facebook is huge!
- 11. 60 Seconds InSocial Media:
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- 14. THE BIG PICTURE (NOV2011 – FEB 2012)
- 15. OBJECTIVES • The BigPicture campaign seeks to bring the knowledge of gay men about the HIV epidemic in NSW up to date. • The campaign also aims to provide a basis for re- initiating conversations among gay men in NSW about the HIV epidemic.
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- 20. HOW WE USEDSOCIAL MEDIA
- 21. SOCIAL MEDIA OBJECTIVES •Inform and educate about the current situation of HIV and NSW via social media channels • Build and engage gay men around HIV • Drive traffic to ‘The Big Picture’ website, as the main hub of information
- 22. The Big Picture Website The Big Picture Twitter Account ACONSocial Media The Big Picture Facebook Page Facebook Ads SOCIAL MEDIA CHANNELS
- 24. Building the FacebookCommunity:
- 25. • A mixof 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 day Building the Facebook Community: Content
- 26. Building the FacebookCommunity: Content
- 27. Building the FacebookCommunity: Content Schedule
- 28. Building the FacebookCommunity: Facebook Ads
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- 30. Number of Visits •More than double traffic than for previous websites • Almost 50% of visitors used mobile devices to access the website Traffic Sources • 3rd source: FACEBOOK! Quality of Traffic • 3 to 4 pages visited on average • 2 to 3 minutes per visit on average Website Traffic:
- 31. 0 200 400 600 800 1000 1200 1400 1600 Initial Stage Dec-11 Jan-12 Feb-12 TotalConnections ('Likes') Total Connections ('Likes') 0 20 40 60 80 100 120 140 160 Initial Stage Dec-11 Jan-12 Feb-12 Total Interactions on Facebook Total Interactions 0 100,000 200,000 300,000 400,000 500,000 600,000 Initial Stage Dec-11 Jan-12 Feb-12 Potential Reach Potential Reach 0 20,000 40,000 60,000 80,000 100,000 120,000 Initial Stage Dec-11 Jan-12 Feb-12 Weekly Rearch Weekly Rearch Social Media Metrics
- 32. It’s not totallyclear what the main barriers to interaction were but research on other Facebook campaigns suggests that: • Facebook users are typically more engaged by content that relates to them and 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, lengthy and complex. Interaction and Engagement
- 33. The external campaignqualitative evaluation gives very valuable insights about the relatively low level of interaction: • Many gay men - in particular older men - have concerns about Facebook privacy 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’t entirely open to talking about HIV-related topics in a public space such as Facebook. Interaction and Engagement
- 34. • However… According tothe Daily Facebook Page Engagement Rate, the Facebook page presented an excellent performance (11.73), even when compared to Facebook pages from popular brands. Interaction and Engagement
- 35. ENDING HIV (FEB 2013– NOW)
- 36. IN A NUTSHELL •A long-term initiative to inform ending the HIV epidemic by 2020 and how to achieve it
- 37. ENDING HIV –A NEW APPROACH • ENDING HIV: – A significant shift in the way we do health promotion – An opportunity to re-engage with gay men, initiate and sustain a continuous dialogue
- 38. ENDING HIV –A NEW APPROACH • ENDING HIV: – A significant shift in the way we do health promotion – An opportunity to re-engage with gay men, initiate and sustain a continuous dialogue – A new and innovative approach in online media was needed
- 39. 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 and integrating other social media channels
- 40. A NEW APPROACH:CHANNELS
- 41. Integration with Twitterand Instagram
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- 44. 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
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- 50. 0 2,000 4,000 6,000 8,000 The Big Picture Ending HIV Total Numberof Fans Total Number of Fans 85,000 90,000 95,000 100,000 105,000 The Big Picture Ending HIV Highest Weekly Reach Highest Weekly Reach 0 500 1000 1500 The Big Picture Ending HIV Average Weekly Interactions Average Weekly Interactions 0.00% 10.00% 20.00% 30.00% The Big Picture Ending HIV Facebook Engagement Indicator Facebook Engagement Indicator
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- 52. 1. Traffic booster: definitely! 2. Reach and frequency: absolutely! 3. Engage conversations/discussions: new content approach has been more effective than delivering health promotion messages only 4. 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 / week Lessons Learnt
- 54. Acknowledgments - Yves Calmette,Principal Planner, ACON - Stokes Mischewski, The Big Picture Evaluation Report, 2012 - Spina A, Whytest Evaluation Report, 2010 / Spina A, Drama Down Under Phase 2 Evaluation Report, 2010
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