LINKAGES!Hornet Networks Ltd.!

Dec 2015

The gay social network built for chatting, dating and keeping in

touch. !

Sean Howell, CEO sean@hornetapp.com

!@Hornetapp

https://hornetapp.com !!

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Hornet

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!• Hornet 8M users worldwide,

• 5.3 Billion Sessions, 2.46 Billion Messages, 140 Million Photos

• 60 Million Messages exchanged each week

• Most international: Offices in Cape Town, Hong Kong, Chiang Mai, Sao Paulo

• #1 Market Share in Russia, France, Brazil, Taiwan, Thailand, etc

• 25 Languages for Users

Know Your Status

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Build a Social Network to make a difference for gays• Hornet was founded by three LGBT activists and entrepreneurs

interested in use mobile for intervention. • Launched in 2010Hornet is the first to introduce the "Know your Status" KYS campaign to mobile social networks for gay people. In their profile, positive or recently tested guys will get a special marker, so that users are prompted to enroll in this purely voluntary campaign for a safer environment. Once a test comes up for renewal, Hornet reminds people to get tested again, or their KYS status lapses.

Product Vision

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Test Locations added after KYSThe gay community has made great progress in reducing HIV infection rates, but new trends among young people is that HIV rates are increasing once again, 132.5% from 2001-2011—a much higher increase than older gay men and a significant contrast with the drop amongst the general population. This is in  part  because   this  generation  didn’t  live  through the AIDS crisis.

We continued to find ways to expand offerings. Our Aids.Gov feature sends you your closest test locations and how to schedule your test.

PrEP

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Two new options that now appear in the Know Your Status (KYS) section of members’  profiles: Positive, Undetectable”. This option is for those who are HIV Positive, on successful Antiretroviral Therapy, and when tested for viral load register undetectable. Studies have shown that this type of treatment can reduce the likelihood of transmitting the virus to their HIV Negative partners by as much as 96%. The second new option is “Negative, on PrEP”. A recent survey of gay men in the US found that only 1 in 4 knew about the existence of PrEP, yet it can be greater than 90% effective at preventing HIV infection.”

We also translated the PrEP health information into 17 languages (From ( !Pусский, to 한국의and included Prepwatch.org info ,االعرربيیة

Fighting HIV Stigma

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– Stigma is one of the leading causes for people not getting tested.

– Hornet created an HIV+ community. Users who select HIV+ are able to talk to other POZ community members. This is not available to HIV-users.

– To HIV+ Members resources are send via direct message, welcoming them, offering additional information encouraging thier own health advocacy.

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Hornet

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How you define Social media (but wrong): !RSS,Blogs,Wiki, podcasting, media sharing, widgets, forums, online chat !!

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*

Social Media is really?

!A trend: “a social trend in which people get use technology to get the things they need from each other rather than institutions

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Hornet

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!It is really about relationships and innate human desire to connect, not the technologies !Social Media not a channel or broadcasting tool !And the HIV/STI conversation join on out there right now is big !It is more influential than mass media !NGOs and Governments are peripheral to it. Public service announcements don’t fit the format. !A choice not to engage is a choice for irrelevance

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Hornet

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Myths Fill the Void on Social Media

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Interruption Marketing

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The average person is exposed to 3,000 advertisements a day!!90% of people skip ads if they have a choice (TIVO)!!Your message is lost. Attention spans are short. How do you teach science? You’re wrong. Be ok with that. Multivariant. No One Knows. (Obama campaign)!!!!

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Mobile

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Location based marketing is the ultimate tool for nailing time and place: allowing businesses to promote their products and services in order to find the right market placement, and for their customers to receive tailored treatment based on their interests and needs. These include geo-targeting, geo-fencing and the newest player on the field, beaconing. Through push notifications and promotional pop up messages, these services allow businesses to leverage their strongpoints to enhance their consumers’ experience and boost their revenues

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Cohort Analysis

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All mobile users have a lifespan, and these lifespans express a trend that you can manipulate. When you try to identify changes in user behaviour from tweaking or optimizing your various channels and features, you’ll often find that the trends or changes are too weak to draw any conclusions. This usually occurs when your user base is varied, with different levels of engagement and at different stages in a user lifespan. !Cohort analysis is designed to solve this problem. A cohort, in its strictest definition, is a group of users who share some common criteria. In a cohort analysis, you then compare these groups, observing their performance over days, weeks, or months, enabling you to observe the trends and movements that are otherwise hidden. !

Your campaign could look effective but not for your target.

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Big Data in Real Time

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Data in Real Time

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Hornet makes data decisions to improve the lives of our users !

-we track our KPIs in real time -every change we make is multi variant tested, -we consider a worthwhile test group to be at least 10,000 data points. How about that for scope -We’ve run billions of sessions, billions of messages. -Cohorts talk to each other, HIV+ to Neg, Neg on prep to pos, power users !!

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Data in Real Time,

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US Negative, on PrEP 2256 VN Negative, on PrEP 23 TH Negative, on PrEP 319 KZ Negative, on PrEP 18 BR Negative, on PrEP 233 NL Negative, on PrEP 18 RU Negative, on PrEP 227 IT Negative, on PrEP 17 AU Negative, on PrEP 136 SG Negative, on PrEP 17 CA Negative, on PrEP 115 CN Negative, on PrEP 17 GB Negative, on PrEP 105 AR Negative, on PrEP 15 FR Negative, on PrEP 98 MA Negative, on PrEP 14 MX Negative, on PrEP 85 TW Negative, on PrEP 14 ID Negative, on PrEP 77 CO Negative, on PrEP 13 TR Negative, on PrEP 65 IN Negative, on PrEP 11 MY Negative, on PrEP 58 ZA Negative, on PrEP 11 PH Negative, on PrEP 42 BE Negative, on PrEP 11 ES Negative, on PrEP 31 CL Negative, on PrEP 11 EG Negative, on PrEP 28 IR Negative, on PrEP 10 DE Negative, on PrEP 28 JP Negative, on PrEP 9 UA Negative, on PrEP 27 VE Negative, on PrEP 8 AE Negative, on PrEP 26 SY Negative, on PrEP 8 VN Negative, on PrEP 23 PT Negative, on PrEP 8 KZ Negative, on PrEP 18 NZ Negative, on PrEP 7 NL Negative, on PrEP 18 BY Negative, on PrEP 6 IT Negative, on PrEP 17 HK Negative, on PrEP 6 SG Negative, on PrEP 17 JO Negative, on PrEP 6 CN Negative, on PrEP 17 IQ Negative, on PrEP 5 AR Negative, on PrEP 15 SA Negative, on PrEP 5 MA Negative, on PrEP 14 PR Negative, on PrEP 5 TW Negative, on PrEP 14 CH Negative, on PrEP 5 CO Negative, on PrEP 13 QA Negative, on PrEP 5 IN Negative, on PrEP 11 SE Negative, on PrEP 5 ZA Negative, on PrEP 11 UZ Negative, on PrEP 4 BE Negative, on PrEP 11 LA Negative, on PrEP 4 CL Negative, on PrEP 11 AT Negative, on PrEP 4 IR Negative, on PrEP 10 PL Negative, on PrEP 4 JP Negative, on PrEP 9 PE Negative, on PrEP 4 VE Negative, on PrEP 8 GR Negative, on PrEP 4 !Total 4,890 !!!

Data Pulled 12.03 pm today

The Future of HIV Intervention

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– Big success often happens when we give support to the local / regional organizations. These are often the least able to pay. For us, a lot of costs are involved in the setup time needed to implement a campaign and the requests are innumerable. Local needs major donor support.

– Largest frustration is that we see the big flow of ad dollars coming from campaigns that have low sophistication, weak success metrics. Long development time increases cost factors.

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EMERGING MARKET is mobile, Growth

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South America 53% Africa 52.00% Chile 30.00% Egypt 45.00% Colombia 29.00% Morocco 35.00% Argentina 45.00% Reunion 31.00% Peru 57.00% Tunisia 120.00% Uruguay 266.00% South Africa 33.00% Paraguay 150.00% Ghana 60.00% Ecuador 95.00% Algeria 81.00% Venezuela 28.00% Libya 22.00% Bolivia 57.00% Nigeria 120.00% Brazil 55.00% Kenya 79.10% !!

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What Does the Private Sector Need

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what do we deal with daily: -threats, hackers, internet freedom -Spam: for-pay sites redirecting traffic -1,000s of commercial accounts selling anything from sex, drugs, to organic dog food being created each do to use profiles -photo approvals of users -200 million ad impressions -LGBT film festivals, social justice campaigns, lgbt refugees, trans causes, housing, marriage !In short, lots of competing interesting vying for attention !!!

!!

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What Does the Private Sector Need

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Paid Advertising: Better ads !!!!!!

!!!!

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What Does the Private Sector Need

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Paid Advertising: Better ads !!!!!!

!!!!

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What Does the Private Sector Need

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Pro Bono: -Make a difference. Impact excites us Don’t be self-serving (Your org being paid to ro run someone else’s campaign or the opportunity to collaborate with another org and you don’t ask) !-Plan. Often we are approached for one-off campaigns after they are developed. One-offs don’t make a difference. “Test Week” !-How are do we fit into the regional strategy… How does your campaign fit into it? There is no strategy is there. !!

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Discussion

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• Surveys in real time, first survey completed same day, followup survey same day, PSA- Multivariant testing, Obama Campaign / Upworthy test, don’t send

• BlueRibbonBoys.org, might the largest advocacy campaign of its type. We gave a 500,000 advertising budget and 100,000 engineering contribution to MSMGF to build something innovative. Just launched agile, meant to evolve based on data, localize

• Protecting Data is important especially and because my users don’t have full rights. We need to partner to change this. Reform at the State level is needed over 70 countries. None of our campaigns can reach. We must protect gays and minorities around the world. #netneutrality !!

!!

• Try Hornet: – http://bit.ly/askhrnt (iOS)– http://bit.ly/hornetandroid (Android)– Available in: English, Afrikaans, Arabic,

Bokmål, Norwegian, Czech, Danish, Dutch, Finnish, French, German, Indonesian, Italian, Japanese, Malay, Polish, Portuguese, Russian, Simplified Chinese, Slovak, Spanish, Swedish, Korean, Thai, Traditional Chinese, Turkish, Vietnamese

• Contact Me:– sean@gethornet.com– skype: seattleseanhowell

For More Information

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