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Using Social Media
to (Re)Engage about
Sexual Health and Build
Online Communities
Presented by:
Tony Tang, Digital Campaign Planner, ACON
ABOUT ACON
About ACON
• ACON is 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.
OUR WORK
In The Last Year and ½…
• 2 main initiatives:
The Big Picture
ENDING HIV
In The Last Year and ½…
The Big Picture
ENDING HIV
STRONG FOCUS ON ONLINE PROMOTION
In The Last Year and ½…
The Big Picture
ENDING HIV
SOCIAL MEDIA PLAYED A HUGE ROLE
Social Media in Australia
Facebook Users Around The World
Facebook Users In Australia
Facebook is huge!
60 Seconds In Social Media:
SOCIAL MEDIA STRATEGY
Audiences
Online Environment
Channels
Reach & Engagement
Implementation
Goals
Social Media Strategy
THE BIG PICTURE (NOV 2011 – FEB 2012)
OBJECTIVES
• The Big Picture 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.
Campaign primary resources
Booklet
Website Web Banners
HOW WE USED SOCIAL MEDIA
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
The Big Picture
Website
The Big Picture
Twitter Account
ACON Social Media
The Big Picture
Facebook Page
Facebook Ads
SOCIAL MEDIA CHANNELS
Building the Facebook Community:
• A mix of 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
Building the Facebook Community: Content
Building the Facebook Community: Content Schedule
Building the Facebook Community: Facebook Ads
RESULTS
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:
0200400600800
1000120014001600
InitialStage
Dec-11 Jan-12 Feb-12
Total Connections ('Likes')
Total Connections('Likes')
020406080
100120140160
InitialStage
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
InitialStage
Dec-11 Jan-12 Feb-12
Potential Reach
Potential Reach
0
20,000
40,000
60,000
80,000
100,000
120,000
InitialStage
Dec-11 Jan-12 Feb-12
Weekly Rearch
Weekly Rearch
Social Media Metrics
It’s not totally clear 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
The external campaign qualitative 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
• However… According to the 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
ENDING HIV (FEB 2013 – NOW)
IN A NUTSHELL
• A long-term initiative to inform ending the HIV epidemic by 2020 and how to achieve it
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
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
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
A NEW APPROACH: CHANNELS
Integration with Twitter and Instagram
And YouTube…
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
SOME RESULTS
0
2,000
4,000
6,000
8,000
The Big
Picture
Ending
HIV
Total Number of 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
Engagement
Indicator
LESSONS LEARNT
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
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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