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.
Text of Using Social Media to Engage with Gay Men
1. Using Social Media to Engage with Gay MenCreating and Managing a Facebook Page & Facebook Advertising CampaignPresented 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 AdvertisingCampaign 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 Mediahttp://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 Worlds 3rd Largest Country: 9. Facebook Growth Worlds 3rd Largest Country: 10. Facebook Users Around The World 11. Facebook Users In Australia 12. SummaryFacebook is huge! 13. Create A Facebook Page 14. Before we start 15. Social Media Strategy 16. Social Media Strategy 17. Social Media Strategy Outcomes what would you like to achieve withsocial media? E.g. web traffic, communication platform, raise awareness Audiences whos 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) 18. Social Media Strategy The Big Picture 19. Social Media Strategy The Big Picture Facebook page 20. Social Media Strategy The Big Picture - Insights 21. Social Media Strategy 22. Social Media Strategy Platforms Which to use? Objectives Interactions 23. Social Media Strategy Platforms Which to use? Objectives Interactions E.g. The Big Picture 24. Social Media Strategy 25. 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 26. 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: 27. Social Media StrategyThis is OZwww.facebook.com/thisisoz 28. Social Media Strategy 29. Social Media Strategy Why is it so important? 30. 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 31. Social Media Strategy 32. Social Media Strategy Processes Monitoring Resources Tasks Content Creation sources? Approval Process Crisis Communication Strategy Success measures 33. Social Media Strategy Processes Monitoring Resources Tasks Content Creation sources? Approval Process Crisis Communication Strategy Success measures Content Schedule (E.g. The Big Picture) 34. Social Media Strategy 35. Social Media Strategy When to post? How often? 36. Social Media Strategy When to post? Between 4 7pm and 8pm (dependson audience) How often? At least once a day includingweekends 37. QUESTIONS? 38. Lets Get Started 39. FacebookPage 40. Facebook Page Ideally, You will have: A laptop Internet access Images A Facebook account A Twitter account A YouTube Channel account 41. 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 42. 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 43. Facebook Page 44. Facebook Page 45. Facebook Page 46. Facebook Page Facebook page set-up: 47. Facebook Page Functionality and Features Cover Photo 48. Facebook Page Functionality and Features Cover Photo Links (article or video) Images/Videos Events Questions Highlights Pins 49. Facebook Page 50. Facebook Page 51. Facebook Page 52. Facebook Page Functionality and Features Cover Photo Links (article or video) Images/Videos Events Questions Highlights Pins 53. 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 54. Facebook Page Functionality and Features Adding a new app 55. Facebook Page Functionality and Features Creating a new app E.g. Know the Risk Facebook Page 56. Facebook Page Know the Risk 57. Facebook Page Know the Risk Risk Calculator tool Personalised information - interactive 72 combinations 58. Facebook Page Know the Risk Risk Calculator tool Personalised information - interactive 72 combinations 59. Facebook Page 60. Facebook Page 61. Facebook Page Evaluation 62. Facebook Page Evaluation 63. Facebook Page Evaluation 64. Facebook Page Evaluation 65. Connect 66. Connect 67. FacebookAdvertisingCampaign 68. Facebook Advertising Objectives: Network Building (Likes) Web Traffic Promote message E.g. Testing campaign 69. Facebook Advertising Objectives: 70. 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 71. What are gay men interested in? 72. 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 73. Facebook Advertising 28 year-old gay guy from Sydney inner west 74. Facebook Page Exercise: Ad promoting PEP leading viewers to DDU PEP web pageWhat is PEP?If you think youve been exposedto HIV, you should considergetting PEP. Find out more! 75. Facebook Advertising 76. Facebook Advertising 77. Facebook Advertising Monitoring 78. Facebook Advertising Monitoring: Daily Budget? Changing bidding Removing ads Increasing budget Editing add copy and/or image 79. Contact firstname.lastname@example.orgTwitter: @_tonytang