Social Media Strategy Outline – and Discussion Paper January 2015 Hear-it.org Social Media Strategy Outline – and Discussion Paper January 2015

Expose - Engage - Activate - Expose hear-it.org on more social media - Engage users more on social media - ACTIVATE HERING IMPARIED USERS ON SOCIAL MEDIA TO Do something about their hearing - Activate users on social media to use hear-it.org

Actual Situation A Facebook page (+2200 likes) A Twitter account (+1000 followers, mostly professionals) A Google+ page (at present not many followers) A LinkedIn profile (at present not many followers) Links to our pages in social media on all Hear-it pages – in all languages Social bookmarks on all Hear-it.org pages – in all languages

Hear-it.org: FB and Twitter profiles

Strategic Aims – SM-activities Directly: Lead more HoH people on social media towards a positive decision on doing something about their hearing loss or push family or friends to help HOH to be aware of their hearing loss and do something about it. Indirectly: Increased awareness and knowledge about Hear-it.org on social media. Through Hear-it.org get more HoH people to do something about their hearing problems

Operational Aims More likes, followers etc. More user engagement and involvement on social media Make more HOH do something about their hearing More visits to Hear-it.org and thereby more ”End of Funnel Journeys”

Target group People with hearing loss People who may have a hearing loss People with tinnitus Relatives (significant others) 50+ English speaking/reading (primary or secondary language) Lives in Europe, North America, Australia/NZ, South Africa

A two string operation Users’ own activities (social bookmarks - likes, shares, tweets etc) Hear-it.org activities on social media

Enhancing Hear-It through Users’ own Activities They use the social bookmarks on all Hear-it.org pages They ’like’ tweet and share etc. Hear-it pages We publish relevant content on Hear-it.org that people would like, share, tweet etc. They make it visible to friends and followers This is done already – but can be intensified Existing Social media –bookmarks on hear-it.org: FB, Twitter, LinkedIn, Google+, Pinterest (added), Tumblr (added)

Facebook and Youtube Facebook – is THE social media for our target group Youtube – our target group also use Youtube to a large extend Our target group do not use other social media to any larger extend (mostly <40)

Other social media Google+: We need to be there - says Google (SEO) Twitter: Mostly professionals LinkedIn: Mostly professionals Pinterest: Not many users among the target group Instagram: Not many users among the target group Tumblr: Not many users among the target group

Ergo - Use of ressources Use allmost all our ressources on Facebook Use some of our ressources on Youtube Copy-paste from FB to Google+ Only use minor (very few) ressources on Twitter, LinkedIn, (only professionals) Pinterest and Tumblr - only social bookmarks on hear-it.org Instagram: Not for now

More likes We want more likes on Facebook Organic growth to slow We need to advertise to become visual to target groups and get more likes Advertising target group: English speaking/reading, 50+, Europe, North America, Australia/NZ Budget? (~ € 0,25-0,50 per like)

Facebook and Youtube - content Dialogue and user engagement. Information combined with questions, ask for comments, experiences etc. Ask users to contribute to the page and share their experiences and opinions Videoes? (€ 500 and up, only production) Relevant information (with or without referral to hear-it.org) Youtube: Videoes (€ 500 and up, only production)

Content on other social media Google+: copy some of the FB-activities Youtube: Publish videoes Twitter: News and other relevant information: create awareness and attention among professionels LinkedIn: Publish relevant scientific articles

New types of content Questions and requests Dialogue Videos Types of videoes: Interviews: Experts, HA-users and other from our target groups News-videos Illustrations and animations

Planning and publishing We plan and coordinate 1 – 3 months ahead also on Social Media Use publishing tool (Hootsuite?) Publish on Facebook 2-3 times a week (no spamming) Videos: How often? How many?Budget? Videos take time to produce – and to find material

Tone of Voice and Content Guidelines Hear-it.org is serious, trustworthy. Hear-it.org is like a good friend: we communicate, listen and answer responsively and respectfully. We’re positive and do not criticize or write negative comments about others. Hear-it.org collects and disseminates knowledge about hearing, tinnitus, hearing loss and hearing loss treatment. Only in special cases do we produce our own knowledge.

Tone of Voice and Content Guidelines - 2 Hear-it.org asks users for comments and experiences about hearing, tinnitus, hearing loss and hearing loss treatment on social media and comments on the answers and comments. Like on the website, Hear-it.org never recommends or mentions any specific manufacturers or products on social media .

Tone of Voice and Content Guidelines - 3 Hear-it.org does not take the role as a doctor or an expert in any way. Therefore, Hear-it.org will not “treat” users on social media. Instead users can get advice from Hear-it.org about where to go for treatment and we can distribute and refer to the knowledge that we have collected.

Social Media KPI’s Number of Likes on Facebook Number of Likes, Tweets and Shares etc. of Hear-it pages User engagement on social media (Facebook) Visits from social media to Hear-it.org Resulting in: More visits to Hear-it.org in general More ”end of funnel visits” But what numbers are we aiming for? – and what are we willing to pay? Balance between publishing content and social media activities

Conclusions 1 Target group: HOH + relatives, 50+, English Speaking Social media: Facebook + Youtube More likes of FB-page: We need to advertise on Facebook

Conclusions 2 New types of content (incl. Videos) User involvement and user engagement Only use minor ressources on other social media Planning and publishing tool (e.g. Hootsuite) Budget – including budget for videoproduction and advertising