Facebook campaigns as effective engagement tools

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2 Social Media Marketing: Facebook campaigns as effective engagement tools Colin Anderson Senior Health Promotion Officer, NHS Lanarkshire Blood Borne Viruses and Sexual Health Promotion Team

3 As an advertising platform Facebook is successful com/profile/mark-zuckerberg/ as of

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7 So what next? Keen to run campaigns which suggest or demonstrate an impact on behaviour change and/or engagement with services Examples included in this presentation are: Chlamydia and gonorrhoea postal testing kits Stress control classes Condom distribution scheme condoms by post

8 Chlamydia postal test kit requests

9 Stress Control Classes Courses running in a range of localities within the board area One locality had markedly lower uptake compared to other similar areas despite similar approaches being used to raise awareness of classes It was agreed that this would be a good opportunity to try Facebook advertising next time classes were scheduled Decided to include the complete adult age range and only target on the basis of geography See results in table below: Classes pre- Facebook advertising Number booked Wk 1 no attending Wk 2 number attending Wk 3 number attending Wk 4 number attending Wk 5 number attending Wk 6 number attending 12 th Nov 17 th Dec Classes post- Facebook advertising 25 th Feb 31 st Mar

10 Condoms by post pilot National context use of condom distribution schemes continues to reduce Locally we were keen to respond creatively to this An attempt t to move beyond simple awareness raising i and instead capture active engagement Pilot Facebook advert links to page on sexual health website, individual completes a request form for a variety pack of condoms to be posted to them, also asked for permission to contact at a later date for evaluation purposes In addition to condoms the postal packs contain information about community based C Card centres and local sexual health services Conditions of service no repeat requests will be fulfilled but will instead be sent a link to the local sexual health website listing of C Card outlets no requests from outwith the board area will be fulfilled but will instead be sent a link to the national sexual health website with encouragement to check out services in their local area Any obvious hoax requests will not be actioned Three separate phases of the pilot campaigns were completed between December 2015 and August 2016

11 Condoms by post pilot details Phase 1 dates Phase 2 dates Phase 3 dates Total campaign days 113

12 Results Clicks (C) Requests (R) Total cost % C:R Cost per C Phase % 0.24 Phase % 0.23 Phase % 0.15 Total % 0.18

13 So what about inequalities?

14 Conclusions Facebook advertising appears to be an effective tool in engaging people directly with services: Increased number of requests for chlamydia postal testing kits coincided with campaign timescales. Return rates and positivity rates remained constant throughout. Increased numbers of people booking places in advance, attending week one of six, and completing week six of six for a local stress control class. Large number of people choosing to provide personal data in order to request a pack of condoms be posted to them. More follow up work is currently underway in an attempt to ascertain whether individuals went on to access the local community based scheme.

15 Happy to help with any questions or enquiries, get in touch Contact details: Colin Anderson, Senior Health Promotion Officer, Blood Borne Viruses and Sexual Health Promotion Team, NHS Lanarkshire. Telephone: