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.

1. Using Social Media
to Engage with Gay Men
Creating and Managing a Facebook Page & Facebook Advertising Campaign
Presented by:
Tony Tang, Campaign Planner, ACON

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. About This Workshop
• Connect - Facebook Advertising
Campaign
– Objectives
– Create
• Destination
• Copy
• Image
– Target
• Techniques to reach gay men
– Manage/Monitor
– Evaluate

4. Social Media Today
• Video: “A Day in Life of Social Media”
http://www.youtube.com/watch?v=iReY3W9ZkLU&feature=fvwrel

5. Some Social Media Facts

6. 60 Seconds In Social Media:

7. Facebook User Behaviours

8. Facebook Growth – World’s 3rd Largest Country:

9. Facebook Growth – World’s 3rd Largest Country:

10. Facebook Users Around The World

11. Facebook Users In Australia

12. Summary
Facebook is huge!

13. Create A Facebook Page

15. Before we start…

16. Social Media Strategy

17. Social Media Strategy

18. 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)

19. Social Media Strategy
• The Big Picture

20. Social Media Strategy
• The Big Picture – Facebook page

21. Social Media Strategy
• The Big Picture - Insights

22. Social Media Strategy

23. Social Media Strategy
• Platforms
– Which to use?
– Objectives
– Interactions

24. Social Media Strategy
• Platforms
– Which to use?
– Objectives
– Interactions
– E.g. The Big Picture

25. Social Media Strategy

26. 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

27. 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:

28. Social Media Strategy
This is OZ
www.facebook.com/thisisoz

29. Social Media Strategy

30. Social Media Strategy
• Why is it so important?

31. 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

33. Social Media Strategy

34. Social Media Strategy
• Processes
– Monitoring
– Resources
– Tasks
– Content Creation – sources?
– Approval Process
– Crisis Communication Strategy
– Success measures

35. Social Media Strategy
• Processes
– Monitoring
– Resources
– Tasks
– Content Creation – sources?
– Approval Process
– Crisis Communication Strategy
– Success measures
– Content Schedule (E.g. The Big Picture)

36. Social Media Strategy

37. Social Media Strategy
• When to post?
• How often?

38. Social Media Strategy
• When to post? Between 4 – 7pm and 8pm (depends
on audience)
• How often? At least once a day – including
weekends

39. QUESTIONS?

40. Let’s Get Started…

41. Facebook
Page

43. Facebook Page
• Ideally, You will have:
– A laptop
– Internet access
– Images
– A Facebook account
– A Twitter account
– A YouTube Channel account

44. 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

45. 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

46. Facebook Page

47. Facebook Page

48. Facebook Page

49. Facebook Page
• Facebook page set-up:

50. Facebook Page
• Functionality and Features
– Cover Photo

51. Facebook Page
• Functionality and Features
– Cover Photo
– Links (article or video)
– Images/Videos
– Events
– Questions
– Highlights
– Pins

52. Facebook Page

53. Facebook Page

54. Facebook Page

55. Facebook Page
• Functionality and Features
√ Cover Photo
√ Links (article or video)
√ Images/Videos
√ Events
√ Questions
√ Highlights
√ Pins

56. 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

57. Facebook Page
• Functionality and Features
– Adding a new app

58. Facebook Page
• Functionality and Features
– Creating a new app
• E.g. Know the Risk Facebook Page

59. Facebook Page
• Know the Risk

60. Facebook Page
• Know the Risk – Risk Calculator tool
– Personalised information - interactive
– 72 combinations

61. Facebook Page
• Know the Risk – Risk Calculator tool
– Personalised information - interactive
– 72 combinations

62. Facebook Page

63. Facebook Page

64. Facebook Page
• Evaluation

65. Facebook Page
• Evaluation

66. Facebook Page
• Evaluation

67. Facebook Page
• Evaluation

68. Connect

69. Connect

70. Facebook
Advertising
Campaign

71. Facebook Advertising
• Objectives:
– Network Building (‘Likes’)
– Web Traffic
– Promote message
– E.g. Testing campaign

72. Facebook Advertising
• Objectives:

73. 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

74. What are gay men interested in?

76. 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

77. Facebook Advertising
• 28 year-old gay guy from Sydney inner west

78. 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!

79. Facebook Advertising

80. Facebook Advertising

81. Facebook Advertising
• Monitoring

82. Facebook Advertising
• Monitoring:
– Daily Budget?
– Changing bidding
– Removing ads
– Increasing budget
– Editing add copy and/or image

84. Contact
ttang@acon.org.au
Twitter: @_tonytang