the power of ‘like’: the emergent power of facebook for reaching and (re)engaging with gay men
DESCRIPTION
Yves Calmette, (ACON) describes how the 'Big Picture' campaign demonstrates the potential power of Facebook to extend the impact of HIV prevention messages. This presentation was given at the AFAO/NAPWA Gay Men's HIV Health Promotion Conference in May 2012.TRANSCRIPT
The Power of ‘Like’
The Emergent Power of Facebook for
Reaching and (Re) engaging with Gay Men
AFAO Conference, 30 May 2012
Everything has
changed…
Everything has changedSOCIAL MEDIA
Everything has changedSOCIAL MEDIA
AUSTRALIAN MARKET
Everything has changedSOCIAL MEDIA
AUSTRALIAN MARKET
World’s 3rd largest country
World’s 3rd largest country
Facebook users in the world75% of gay men are on Facebook
daily
Facebook leads sharing
Facebook leads sharing75% of gay men are on Facebook
daily
30% of gay menhave a
Twitter account
Facebook users averages
Facebook users’ behaviours
Background
Background
• 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.
• A fantastic opportunity to start building online communities around gay men’s sexual health.
Primary Resources
Booklet
WebsiteOnline banners
Secondary Resources
Mobile phone charging station
Posters
Coasters
FacebookTwitter
Manhunt
Grindr
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
ManhuntCoasters
PostersAds
Page and Ads
Building the FACEBOOK community
FACEBOOK UPDATES
Building the FACEBOOK community
Building the FACEBOOK community
• A mix of formats• Open Questions• ‘Myth or Fact?’ questions: a more playful format• Poll Questions (YES or NO): to encourage fans to
participate. • Text-only posts: to encourage fans to make a specific
action. • Infographics
• Several times a week
• Some posts will promote the twitter account.
Building the FACEBOOK community
FACEBOOK ADS
Building the FACEBOOK community
FACEBOOK ads
14 ads using different design, copy and targeting techniques:
• Targeting men according to their interests related to gay clichés such as ‘fans of Lady Gaga’ or ‘George Michael’, targeting men who specified in their profiles that they were ‘interested in men’…
• Design featuring infographics, symbols like ‘?’, photos of men…
•Copy with or without words related to HIV, gay …
Social media planner
DAILY• Monitor the online space via Google Alerts
Upload required content to online platforms: Twitter, Facebook
• Respond to fans on the Facebook site in timely fashion
• View analytic data at the end of each day to analyse engagement levels
• Follow new people on Twitter
Social media planner
WEEKLY • Record engagement on each platform site via
analytics program • End of each week make an assessment as to
success of the content and refine as necessary
• Review and compile future week content • Identify those that are advocates for your
cause that are following you on Twitter or engaging on Facebook; be sure to recognise their support.
• Post a comment on a recommended blog where appropriate.
Social media planner
MONTHLY
• Report on monthly statistics including Facebook Insights as well as key metrics for Twitter such as new followers.
• Refine future content strategy • Create monthly content schedule
Results
Traffic to website
NUMBER OF VISITS• More than double traffic than for DDU website• Almost 50% of visitors used mobile devices to access the website
TRAFFIC SOURCES• More than 75% from referring sites (Manhunt, Grindr…)• 3rd source: FACEBOOK!• Huge spikes from Grindr and Manhunt EDM
QUALITY OF TRAFFIC• 3 to 4 pages visited on average• 2 to 3 minutes per visit on average
FACEBOOK success measures
Facebook is actually much more than just ‘fans’.
•There are typically two potential audiences for branded content on Facebook.
•The fans who have explicitly ‘liked’ the organisation are the easiest to reach but the friends of those fans also constitute an important additional audience.
FACEBOOK success measures •Friends of fans represent a much larger set of consumers (34 times larger on average) and can receive social media content by way of their friends.
•The level of interest of the friends of fans might be as high as the fans’.
•They might not be willing to explicitly ‘like’ a page but they are likely to be interested in what their friends who ‘liked’ the page see or are engaged with.
Demographic Distribution
37%
25%
30%
The power of ‘likes’
The power of ‘likes’
>60,000 reached
up to 3 times
The power of ‘likes’
The power of ‘likes’
Total Likes
Friends of fans
Weekly
People talking about
Weekly Total Reach
02/12-01/01 921 401,859 104 46,396
02/01-18/01 1184
+28%480,171
+19%115
+10%46,553
+3%19/01-02/01 1402
+18%538,236
+12%147
+28%100,662
+116%
The power of ‘likes’
Barriers to interaction
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.
Barriers to interaction
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
Barriers to interaction
• 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.
• They don’t want their work colleagues, potential recruiters or families, to make assumptions about their sexuality or their HIV status.
• Many men will never consider adding to the conversation. They prefer to read posts rather than contribute their own.
Lessons learnt
Lessons learnt
1. Traffic booster : definitely!
2. Reach and frequency: absolutely!
3. Engage conversations/discussions: still TBC!
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
Acknowledgements
• Tony Tang, ACON campaign planner• ComScore 2012• Google 2011• Spina A, Whytest Evaluation Report, 2010 / Spina A,
Drama Down Under Phase 2 Evaluation Report, 2010• Harris Interactive 2011• Stokes Mischewski, The Big Picture Evaluation Report,
2012
Thank [email protected]
Website
Media Overview
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
Manhunt
Website
Web Banners
Mobile Ad Banners(Grindr)
EDM and Push
NotificationsManhunt
Grindr
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
Manhunt
FacebookTwitter
Manhunt
Grindr
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
Manhunt
FacebookTwitter
Manhunt
Grindr
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
Manhunt
FacebookTwitter
Manhunt
Grindr
Gaydar
Recon
SameSame
Mardi Gras
Aussiemen
ManhuntCoasters
PostersAds
SOCIAL
MEDIA
Social media venues79% of gay men are on Facebook
30% of gay menare on Twitter
Building the SOCIAL MEDIA community
Building the SOCIAL MEDIA community
Building the SOCIAL MEDIA community
• A mix of formats• Open Questions• ‘Myth or Fact?’ questions: a more playful format• Poll Questions (YES or NO): to encourage fans to
participate. • Text-only posts: to encourage fans to make a specific
action. • Infographics
• Daily Updates• Tweets in line with Facebook page content
Building the SOCIAL MEDIA community
Thank you