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.
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Using Social Media to Engage with Gay Men
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
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)
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:
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
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
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
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
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!