1. Hear-It Progress Report Amsterdam, 150413

2. Key Messages Funnel strategy works – many conversions Closing of subsites meant loss of traffic Proposal - social media strategy Statistics (in general and funnel pages)

3. Total - visitors

4. Total – page views

5. Subscribers

6. Online hearing test Pure tone test Tinnitus Direct Sound impressions of hearing loss and tinnitus Direct Tinnitus Direct Hearing test Audiogram Direct Sound impressions of hearing loss and tinnitus Front page Direct I have hearing loss Sound impressions of hearing loss and tinnitus Direct Front page Direct Front page The pure tone test Direct

7. Sound impressions of hearing loss and tinnitus Online hearing test Tinnitus Direct Can tinnitus be cured Causes of tinnitus Direct How to live with tinnitus Direct Online hearing test Front page Tinnitus – an individual condition Tinnitus Front page Online hearing test Direct Tinnitus Direct Tinnitus – an individual condition Direct Online hearing test Direct

8. Always choose hearing aids which match your needs Direct Hearing aids – high tech computers Online hearing test Types of hearing aid Direct Online hearing test Front page Online hearing test Tinnitus – an individual condition Tinnitus Hearing aids – high tech computers Four categories of hearing aids Sound impressions of hearing loss and tinnitus Direct Online hearing test Sound impressions of hearing loss and tinnitus Hearing aid components Hearing aids – high tech computers Direct

9. Bad hearing? How bad is my hearing? Online hearing test Tinnitus Direct Sound impressions of hearing loss and tinnitus Direct Hearing test Front page Direct Sound impressions of hearing loss and tinnitus Online hearing test Front page Pure tone test Online hearing test Direct Hearing test Tinnitus – an individual condition Sound impressions of hearing loss and tinnitus Direct Online hearing test

10. Conversion rates Conversion rates - percent of visits. End of funnel pagesUK - Q1ES - Q1DE - Q1FR - Q1PT - Q1 Hearing tests17,310,512,922,312,6 Sound files8,16,115,812,42,0 Which hearing aids should I choose?1,3 2,81,80,9 If I want more from my hearing aids0,2 0,40,2 Where do I find a hearing aid professional0,30,40,70,50,4 I have a hearing loss1,00,91,70,90,5 I might have a hearing loss0,60,71,90,62,4 A relative might have a hearing loss0,2 0,30,1 I have tinnitus2,71,78,52,73,9 I might both have tinnitus and hearing loss0,20,10,20,1 My child has a hearing loss0,51,10,10,3 Total conversions - percent of visits32,423,245,242,123,4

11. Total – end of Funnel Pages

12. Total – hearing tests

13. Sound files

14. I have a hearing loss - total

15. I might have a hearing loss

16. I’m a relative

17. My child

18. Which hearing aid should I choose?

19. When you want more

20. Where do I find…

21. Top 20 countries Q1-15 % of traffic  USA: 19,4%  Brazil: 8,9%  Spain: 7,7%  Germany: 6,5%  Mexico: 6,5%  France; 5,2%  UK: 4,6%  Columbia: 3,5%  Canada: 3,5%  India: 3,4%  Argentina: 3,3%  Peru: 2,2%  Venezuela: 2,0%  Chile: 1,9%  Austria: 1,2%  Portugal: 1,2%  Australia: 1,2%  Switzerland: 1,0%  Ecuador: 0,8%  Ireland: 0,8%

22. Countries top 20 - 30  Pakistan (0,8%)  South Africa  Belgium  Guatemala  Denmark  Philippines  Netherlands  Bolivia  New Zealand  Indonesia (0,4%) No Italy No Poland No Japan

23. Actual challenges/needs New online hearing test: Flash > HTML5 (urgent) What to do?

24. THANK YOU Hear-it Progress Report Amsterdam 150411

25. SOCIAL MEDIA STRATEGY OUTLINE – AND DISCUSSION PAPER MARCH 2015 Hear-it.org

26. EXPOSE HEAR-IT.ORG ON MORE SOCIAL MEDIA ENGAGE USERS MORE ON SOCIAL MEDIA ACTIVATE HEARING IMPARIED USERS ON SOCIAL MEDIA TO DO SOMETHING ABOUT THEIR HEARING ACTIVATE USERS ON SOCIAL MEDIA TO USE HEAR-IT.ORG Expose - Engage - Activate 26 DIGITAL VISION

27. 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 ACTUAL SITUATION

28. Lead more HoH people on social media towards a positive decision on doing something about their hearing loss. Push family or friends to help HOH to be aware of their hearing loss and do something about it. Increased awareness and knowledge about Hear- it.org OVERALL STRATEGIC GOALS

29. More followers on Facebook and Youtube More relevant content More user engagement and sharing More visits to Hear-it.org and thereby more ”End of Funnel Journeys” OPERATIONAL GOALS

30. 3 PRINCIPLES TO LIVE BY ✓ We strive to always be objective and give our honest opinion. ✓ We strive to always have the most relevant and up- to-date content for our target groups. ✓ We strive to find and give the best answer within 24 hours.

31. People with hearing loss People who may think they have a hearing loss People with tinnitus Relatives (significant others) 50+ English speaking/reading (primary or secondary language) TARGET GROUP They all lives in Europe, North America, Australia/NZ, South Africa

32. TARGET GROUP NEEDS Primary I need reassuring that I’m ok. I need tools to check my hearing I need help confronting my spouse Secondary I need specific practical information I need advice and guidance I need someone who listens

33. COMMUNICATION THEME We are here to help, to give advice and to support. We act like a good friend: we communicate, listen and answer responsively and respectfully. If we don’t know the answer we will direct you to someone who does.

34. Facebook and Youtube Facebook is the fastest growing platform within our target group and we will focus mainly on communicating here. We will create a YouTube channel and start collecting and creating relevant video content. This will give us more content to share on Facebook. MAIN PLATFORMS

35. Google+: We need to be there - says Google (SEO) Twitter: Mostly professionals LinkedIn: Mostly professionals SECONDARY PLATFORMS

36. Social Media Monitoring Software Video Recoding and Editing Suite Dedicated time and resources Marketing budget for ads PRECONDITIONS

37. More consumer LIKES on Facebook Subscribers to the YouTube Channel More visits to Hear-it.org in general More ”End of funnel visits” Producing videos SUCCESS CRITERIA 2015/16

38. 1. FACEBOOK 2. YOUTUBE AND VIDEO CREATION 3. CONVERSATION CALENDAR 4. MONITORING ACTION PLAN, OVERALL

39. Survey (polls) to consumer fans on facebook What would they ask us? What do they miss? ACTION PLAN, FACEBOOK Calibrating content to match survey Buy Ads to grow fanbase Monitor Reach Optimize content based on reach potential Iterate

40. Create a YouTube channel Collect videos from other communities Produce small video animations based on “Most asked Questions” on heart-it.org and start referring when asked. Produce small interviews with key members of relevant organizations and users of HearingAids Monitor and optimize on what works ACTION PLAN, YOUTUBE & VIDEO CREATION

41. Plan 1-3 month ahead to make sure content is relevant Delegate Responsibility and Time Post 2-3 times a week on Facebook Don’t just copy-paste but choose the most suitable content first (Content in the top of the funnel) to post on Google+, Twitter and LinkedIn. Use Twitter as a News Channel and “listen” to relevant #hashtags Be more scientific on LinkedIn ACTION PLAN, CONVERSATION CALENDAR

42. Monitor incoming traffic from Social Media on Hear-It.org, especially Funnel Pages Monitor incoming traffic on Facebook Monitor Posts on Facebook, especially Reach and analyze which content gets the biggest reach Track Target Group behavior ACTION PLAN, MONITORING

43. The overall responsibility for Hear-It’s Social Media activity is the MDC The daily operations are managed by hear-it’s editorial staff Content and video creation are managed by hear-it’s editorial staff This Social Media Strategy and Action Plan is evaluated and revised every year by the MDC GOVERNANCE

44. BUDGET Depends on what we want to achieve?

45. THE END Thank You