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Don’t Waste Your Content: Innovative Ways to Increase Online EngagementJune 19, 2018

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Introduction to What Works in Youth HIV

The WWYH project is operated by JSI Research & Training Institute, Inc., an international public health organization dedicated to improving the health of individuals and communities around the world. Our partner is Threespot, an independent digital agency. WWYH runs through a cooperative agreement awarded by the Department of Health and Human Services (HHS) Office of Adolescent Health with funding from the HHS Secretary’s Minority AIDS Initiative Fund.

Introductions

Liesl Lu Web & Communication Manager

Chris Montwill Creative Director

Michael Sanders Content + Social Media Strategist

Whatworksinyouthhiv.org

What Works in Youth HIV presents emerging and evidence-based practices and practical resources to help those who work with youth to prevent HIV/AIDS.

Webinar objectives ● Summarize latest statistics for social media use among

adolescents

● Identify the steps for creating a social media advertising campaign

● Describe the process for creating quizzes to engage audiences on social media

● Understand how social media can be used to engage an audience

“If you can't fly then run, if you can't run then walk, if you can't walk then crawl, but whatever you do you have to keep moving forward.” - Martin Luther King, Jr.

Poll: What about you?

• Is your organization crawling, walking, running, or flying with social media?

Agenda

● Social media usage

● What we did● How to develop a quiz ● Other social media activities● Q&A

Social Media Usage

Social media usage - general pop ● Facebook is the most widely used social media platform, with 79% of

American internet users, and 68% of total U.S. population of adults use the platform is serving resources to specialist adult champions, but not reaching generalists or peer champions. (Pew)

○ Fun fact: 22% of the world’s total population uses Facebook.

● 74% of Twitter users say they use the network to get news . (Hootsuite)

● In 2016, 14.8 billion dollars were spent on social media ads in the in the U.S. alone. (Statista)

● 88% of 18-29 year-olds indicate that they use any form of social media. (Pew)

Social media usage - youth & young adults ● 81% of millennials check Twitter at least once per day. (Pew)

● 94% of 18-24 year-olds use YouTube. (Pew)

● 90% of adults ages 18-24 would trus t medical information shared by others in their social media networks . (Search Engine Watch)

● 88% of 18-29 year-olds indicate that they use any form of social media. (Pew)

● Roughly half (51% ) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than the shares who use YouTube (85% ), Ins tagram (72% ) or Snapchat (69% ). (Pew)○ 95% of teens have access to a smartphone; 45% say they are

online 'a lmos t cons tantly' .

Social media channels Here are quick demographics on various social media channels:

Facebook ● 2 billion active users ● 88% of users 18-29 ● 84% of users 30-49 ● 72% of users 50-64 ● 62% of users 65+ ● 75% of users spend 20

mins a day on Facebook ● Best industries: retail,

media, and healthcare

Instagram ● 800 million active users ● 59% of users 18-29 ● 33% of users 30-49 ● 13% of users 50-64 ● 15 minutes a day is

average time of use ● Best industries: retail,

sports, and automotive

Twitter ● 317 million active users ● 36% of users 18-29 ● 23% of users 30-49 ● 21% of users 50-64 ● 2.7 minutes a day is

average time of use ● Best industries: media,

sports, financial services, and healthcare

LinkedIn ● 106 million active users ● 36% of users 18-29 ● 34% of users 30-49 ● 28% of users 50-64 ● 17 minutes is average per

visit ● Best industries: financial

services

YouTube ● 1 billion active users ● 11% of users 18-24 ● 23% of users 25-34 ● 26% of users 35-44 ● 40 minutes a day is

average time of use ● Best industries: media,

sports, CPG, and automotive

Snapchat ● 300 million active users ● 23% of users 13-17 ● 27% of users 18-24 ● 26% of users 25-34 ● 15 minutes a day is

average time of use ● Best industries: retail,

media, sports, CPG

Social media channels - TL;DR Each platform functions differently, and once familiar with advertising, it’s important to have an individual strategy for engaging audiences across each. Here are some high-level considerations for Facebook, Twitter, and Instagram:

● Facebook ○ More women on Facebook than men, and most popular platform.

○ Best place to reach the most people at an affordable price and great for lead generation. ○ Very specific targeting. ○ Platform built around connections with friends and is good for healthcare-related topics.

● Twitter ○ Younger audience on Twitter; only 10% of users are 65+.

○ Accessed through a mobile device by 82% of its monthly active users.○ Targeting is not as specific as Facebook but keywords and look-a-like audiences are crucial. ○ Pretty noisy; use photos, videos, hashtags, influencers, and other tactics to cut through the noise.○ Platform built around discovering news and opinions and is good for healthcare-related topics.

● Instagram ○ More women on Instagram than men. ○ Opportunity to advertise through Facebook on Instagram. ○ Key platform for younger audiences 18-29, with one of the

highest engagement rates of any platform.

○ Take advantage of stories, partnership sponsored opportunities, hashtags, and high-res multimedia.

● General ○ Pinterest remains substantially more popular with women.

○ LinkedIn remains especially popular among college graduates and those in high-income households.○ Mobile accounts for nearly 80% of time spent on social media networks.

Quizzes on social media ● The success of quizzes rests on their personalized

engagement focused more on the user and not the brand, their shareability, their lead generation in the form of email capturing, and their call to action with results that can drive user decision making. (Socialnomics)

● Interactive content, such as quizzes, generate conversions

moderately or very well 70% of the time, compared to just 36% for passive content. (Ion Interactive)

● In January of 2015, 9 of the 10 most shared Facebook

publications were quizzes. (iProspect)

● 84% of social media shares of quizzes are on Facebook; average quiz is shared 1,900 times. (Buzzsumo)

● 50 most engaging quizzes on BuzzFeed drove just under 3

million engagements in March 2017, an average of almost 60,000 engagements per quiz. (NewsWhip)

● The New York Times’ “How Y’all, Youse and You Guys

Talk,” a dialect quiz,” was the highest viewed New York Times content published in 2013. (The Atlantic)

Quizzes on social media

● The New York Times’ “How Y’all, Youse and You Guys Talk,” a dialect quiz,” was the highest viewed

New York Times content published in 2013. (The Atlantic)

What we did

What we did

1. Define goals, audiences, channels, and outcomes

2. Generate ideas 3. Write quiz4. Advertising and distribution5. Test, iterate, and optimize 6. Assess results

Whatworksinyouthhiv.org

What Works in Youth HIV presents emerging and evidence-based practices and practical resources to help those who work with youth to prevent HIV/AIDS.

Audiences

Adult Champions

Specialists (e.g., HIV Administrators, Program

Coordinators, Facilitators)

Generalists (e.g., HS teachers)

Peer Champions

Specialists (e.g., peer leaders, youth

volunteers)

Generalists (e.g., LGBTQ activists)

Goals

Increase engagement

Promoting content

Define goals, audiences , channels ,

and outcomes

Generate ideas Write quiz Advertis ing & dis tribution

Tes t, iterate, and optimis

Assess results

1. Define goals, audiences, and channels

Site is serving resources to specialist adult champions, but not reaching generalists or peer champions.

● Page views were up 150% in the last eight months compared to the first eight months since launch with 19,134 sessions.15% of the site's visitors are clicking to resources on other websites via links provided by WWYH.

● After running the email list through Facebook's Analyzer, we found that people on the list were 504% more likely to have an

advanced degree past college.

These audiences might be on other social platforms (i.e., Facebook and Instagram).

● Only 24% of online Americans use Twitter (where WWYH has its only presence), while 79% use Facebook.

● An audience of youth advocates might be untapped on platforms like Instagram and Snapchat, considering 92% of teens between the ages of 13-17 report daily online use with 52% of them using Instagram daily and 41% using Snapchat daily. (Source: HIV.gov 2015)


and outcomes



Assess results

2. Generate ideas Aligned ideas around audiences, appeal, engagement, and level of effort. Myth v. fact

Quiz

Conversation guide


and outcomes



Assess results

2. Generate ideas


and outcomes



Assess results

3. Write quiz

● Topic was based on survey data asking for information on PrEP

● Content focused on 101-type questions with a few difficult ones to play to people’s strengths

● 10 question limit

● Connected people with resources upon completion


and outcomes



Assess results

4. Created advertising and distribution

● Created headline options to test alongside a simple animated visual.


and outcomes



Assess results

4. Advertising and distribution

● Tested Facebook and Twitter to start ● Used channel tools to define audiences

○ Facebook - demographics and likes ○ Twitter - look alike handles

● Based budgets on healthcare averages ● Campaign length is a full month with weekly check-ins for optimization


and outcomes



Assess results

4. Advertising and distribution Facebook audience write up


and outcomes



Assess results


Twitter audience write up


and outcomes



Assess results

5. Test, iterate, and optimize

● The audience on Twitter was less engaged and cost more per click. As a result we doubled-down on Facebook.

● As long as we maintained or improved our click thru and completion rate, we expanded the range of audiences by increasing the audience size using similar ‘likes’ on Facebook.

● Google Forms hosted quizzes performed better than SurveyMonkey hosted quizzes


and outcomes



Assess results

5. Test, iterate, and optimize


and outcomes



Assess results

6. Assess results

Platform Results Impressions Spend Link Clicks Result Rate Cost per Result

Facebook 106,418 $1,220.19 2,252 2.11% $0.54

Twitter 24,874 $239.11 145 0.58% $1.65

● Facebook proved to be more effective than Twitter as there was high reach for lower costs ● Adult Champion HIV Specialist responded more often to that ad, but the most impressions came

from Adult Champion Generalists ● Total of 1341 quiz respondents with an average score of 4.5 out 6 across. 50% who clicked thru

finished the quiz. ● Benchmarks

○ Facebook (Wordstream) ■ Average click-through rate .90%■ Average cost per click $1.72

○ Twitter (AdStage) ■ Average click-through rate 1.51%

■ Average cost per click $0.38

How to develop a quiz on your own

Develop your own quiz

1. Define goals, audiences, channels, and outcomes

2. Generate ideas 3. Write quiz4. Advertising and distribution

5. Test, iterate, and optimize 6. Assess results


and outcomes



Assess results

1. Define goals, audiences, and channels ● Goal should be specific and action-oriented

● Audience should be specific as demographic or a set of behaviors

● Channels should align with these goals and audiences

● Outcome should be specific and a measurable metric and based on pas t benchmarks , indus try s tandards , and/or channel capability.


and outcomes



Assess results

1. Define goals, audiences, channels, and outcomes FORMULA

Our goal is to [add goal] [insert audience] on [insert social media channel]. We hope to [insert outcome and measurable metric].

Our goal is to increase HIV testing rates in Kansas City by talking to high school health teachers and counselors on Facebook and Linkedin. We hope to reach 50% of this audience and provide them with a list of testing locations. Our goal is to educate high school teachers about HIV infection rates on social media. We will reach 100% of this audience and they will encourage people to get tested.


and outcomes



Assess results

2. Generate quiz ideas ● Turn the goal s tatement into a

ques tion and have a group generate 3-5 idea agains t it. (e.g., How might we increase HIV testing rates in Kansas City by talking to high school health teachers and counselors on Facebook and Linkedin with a quiz?)

● Share out in group. Curate based on audiences , appeal, engagement, and level of effort.

● This can be done virtually or in person


and outcomes



Assess results

3. Write quiz ● What type of quiz? - The choice between knowledge and personality tests will be

determined by your brand and purpose.

● What’s the title of the quiz? - The title of the quiz will determine how much engagement it will receive. Trending topics, celebrities and other topics that elicit emotion are a good place to start when choosing a topic.

● What the varying question types? - Make the questions short to save user’s time. Include images or video to enhance the experience. Use an informal tone and create engaging and personal questions to really connect with the user. Vary the questions types as needed to challenge the user. (User likely to share quiz because of this section.)

● Can you capture information? - The form should only capture basic details such as an e-mail address. Make it possible for users to skip this step. Include incentives, such as later engagements, downloads or other available products.

● What are the results? - The results are the user’s end game. They should provide insights and possible excitement for user. As with the questions, use images or videos and provided resources to shed light on particular answers. You may choose to include a call-to-action to generate leads. (User likely to share quiz because of this section.)


and outcomes



Assess results

4. Advertising and distribution Before launching an ad campaign, cons ider the following: A. Campaign Placements

a . Where will the ads run? (i.e . Which channels are available?)b. Are their owned channels and paid channels (i.e . Twitter, Facebook,

Ins tagram, LinkedIn, Google Adwords) B. Campaign Goals

a. What are the goals of the campaign? b. What are audiences intended to do with the creative and messaging

being provided?

C. Campaign Measurement + Analyticsa. What does success look like? b. How is the campaign being measured? What is the benchmark? c. What are some key metrics to follow throughout the campaign’s

flights?


and outcomes



Assess results

4. Advertising and distribution Before launching an ad campaign, cons ider the following: D. Campaign Timeline

a. How long is the campaign live and available? At what times? E. Campaign Strategy

a. Who are the audiences being targeted? What do they look like? How are they being found?

b. How much will it cos t to advertise to these audiences? What is the maximum amount available to spend?

c. What metrics are available to capture from each audience based on platform? d. What messaging and creative will be deployed to advertise to these audiences?

How does that messaging and creative vary across different platforms? e. What do alternatives to audience, messaging, creative, and channel look like?

Are they available if needed?

F. Campaign Wrapa. What will be the key areas to report on? Key learnings? b. What worked well and what can be improved upon for future campaigns?


and outcomes



Assess results


Add example ad campaign interfaces and

where to start


and outcomes



Assess results

5. Test, iterate, and optimize Consider the ads as a living opportunity to learn more about audiences and brand. Tips: ● Start small with owned channels to tes t the audience’s appetite for the

types of messaging and content you are deploying. ● Consider us ing various platforms , various ad types , and various forms of

creative to discover which platform works bes t for your audience and your messaging.

● Monitor progress often and adjus t audiences , creative, and copy as results unfold.

● Consider every result as learnings gained; no ins ights learned are was ted.


and outcomes



Assess results

6. Assess results

Questions?

Other social media activities to promote your program

Other social media activities

1. Contest and giveaways

2. User participation3. Influencer/celeb engagement4. Forums and webinars5. Custom

1. Contests and giveaways

https://why.prizeo.com/linmanuelmirandacasestudy/

1. Contests and giveaways

1. Contests and giveaways Contest and giveaways are good ways to tap into to encourage engagement through incentive or self-interest. Tips: ● Make sure the contes t or giveaway is valuable and good

enough to tell friends about.

● Exchange information for participation (i.e ., email, location,

or a share) ● Provide s tatus updates and results to continually engage.

● Offer a runner up benefit.

● Shoot for about a < 2min. interaction.

2. User participation

2. User participation

http://iwitnessbullying.org/

2. User participation User participation encourages the user to contribute, create, or express support of a piece of content. Tips: ● Make the activity is socially des irable.

● Exchange information for participation (i.e ., email, location,

or a share)

● Provide cus tom and canned responses .

● Shoot for about a 2-5 min. interaction.

3. Influencer/Celeb Engagement

3. Influencer/Celeb Engagement Influencer or celeb engagement uses authority of a respected person to increase engagement. Tips: ● Influencer/celeb should be audience relevant

● Ask the influencer to participate not jus t read or write a message

● Use their networks

● Don’t forget to repos t a few times

● Have a follow up action

4. Forums and webinars

4. Forums and webinars Forums and webinars use educational content to engage audiences. Tips: ● Make sure you have data that shows the topic is relevant

● Keep it short- 30 min. to 1 hour

● Exchange information for participation (i.e ., email, location, or a share)

● Follow up pos t forum or webinar

● Platforms: Gotomeeting, Google Hangouts , Zoom.

https://www.gotomeeting.com/

https://hangouts.google.com/

https://zoom.us/

5. Custom

Queensland Police - Disappearing Person Alerts

https://www.youtube.com/watch?v=0g8QTSyAvdw&feature=youtu.be

5. Custom I'm Out Of Office for equal pay.

5. Custom

https://www.youtube.com/watch?v=FH7Bqb27VcU&feature=youtu.be

I'm Out Of Office for equal pay.

Other social media activities

Leve

l of e

ffor

t

Potential engagement

Contests and giveaways

Influencer/celeb engagement

Quizzes

User participation

Forums & webinars

Custom

But it comes down to...

1. Knowing your audience

2. Making something that makes them go “oh!”3. Making it matter4. Iterating and improving

For more information...

1. Forbes- Best social media tools 1. Socialmediatoday.com- marketing news, trends, and tools

2. Webby.com- award winning social campaigns

https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/steveolenski/2018/02/24/top-25-social-media-tools-for-marketers/&refURL=https://www.google.com/&referrer=https://www.google.com/

https://www.socialmediatoday.com/

https://www.webbyawards.com/winners/2018/social/content-marketing/animals/

Questions?

→ Please complete the webinar evaluation: www.surveymonkey.com/r/WWYHeval_socialmedia → Sign up for our mailing list at WhatWorksinYouthHIV.org → Follow us on Twitter: @WhatWorksYthHIV → Contact us: [email protected]

Thank you for joining us!

https://www.surveymonkey.com/r/WWYHeval_socialmedia

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