HCIA forum-social-media-presentation final-01-march2013

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HCIA is the Hearing Care Industry Association and Parachute Digital Marketing presented to hearing health professionals and not for profits at the HCIA Forum in Sydney on 2nd March 2013.
Social Media has been identified as a channel that can help make Hearing a national health priority - this presentation shows them how to do it.

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  • If your aim over time is to make hearing loss a national health priority, Social media is one of the tools that can help you do it and this is how you can start – because at present not many of you are active in this space.
  • Word of Mouth Communication hasn’t changed Social Media literally means media spaces that are social in some sense and they allow people to contribute their own thoughts and feelings rather than just READ. Story about Amber & Kurt marriage breakdown, Nyree breaking up with boyfriend and Leeroy’s mum dying of cancer – Facebook is grape vine and twitter is news wire/ police scanner.
  • Much of the information we consume nowadays – exposed to hundreds of advertising messages a day, at least dozens of emails, phone calls, text messages and social media. Of all of these things, we pay more attention to the messages that come from people that we know, than those we DON”T know. Social media allows us to filter these messages and pay more attention to the recommendations we hear from people we know.
  • Source: Nielsen Global Trist in Advertising Survey Q3 2011 Proof that we trust peer recommendations online – even from people we don’t know.
  • Because we know that people trust information they read online from people they know as well as those they don’t, we know social media can have an impact.
  • Our global competitors are connecting with their customers through social media Amplifon – the parent company of National Hearing Care (NHC) is very active in Hungary & Poland Widex – the parent company of Bloom Hearing Specialists runs a global social campaign, making themselves found by hearing loss sufferers in all social spaces but their commitment is sporadic Starkey Hearing Foundation has one of the widest reaching audiences in social media with customer touch-points across Facebook, LinkedIn & YouTube But it is Cochlear USA who is doing the best job at connecting with customers, in all social spaces, and utilising the social media channel to its best effect.
  • Social Media is a way to reach out, to share information, research, news and reflections with the public and hearing loss sufferers both within and beyond industry walls. Social Media as a distributed model for amplifying existing events, publications, and websites.
  • Human behaviour has changed with technology. Instead of going to the mall and browsing all of the shops to compare prices, many people now research and price check online and then go to the store they prefer to see and touch the product, then Buy. There is a term for this: ROBO – research online, buy offline Now with the widespread use of tools and technologies like YouTube, Twitter, blogs, wikis and Facebook, social media is used for public awareness and education in many industries, including Health and higher education institutions.
  • Hearing loss is serious, but every message and communication doesn’t have to be. Fun and humour enables us to engage with consumers and build an ongoing relationship through low stakes, silly/ fun, casual or passive participation – allows the user to view/ read and then take more active steps such as liking or sharing a post to indicate interest in further information. The content you create to raise awareness and educate people can come in many forms. Help people find out about the warning signs of hearing loss in a less serious way.
  • If you’re worried that social media isn’t the place to be talking to hearing loss sufferers, Remember we’re not just trying to reach and educate those with hearing loss. Their families and friends and coworkers are affected too and if we can reach them and educate them, they may have more success at broaching the subject with their loved one suffering hearing loss. Other channels may be the primary means of communication for your hearing care organisation to the hearing loss sufferers (of a certain age), but their families and children have established social media presences and a culture of using Facebook Messages/Chat, text messages, and related tools (for example, Instant Messenger, BlackBerry Messenger, and Skype). This then allows them to consume the information and then talk about it with their families and make it relevant to their personal context. Social media also provides the opportunity for communication, professional development, and collaboration among industry members of hearing care and research staff, information services staff, and administrators as they engage with the public and learn more about their needs. When this is all done in a PUBLIC ENVIRONMENT like social media, it allows a larger audience to participate – including an international audience.
  • Proof that its not just young people on social media – source Community102.com infographic The average social network user is 37 years old. Ave age in Facebook: 38 Ave age in Twitter: 39 Ave age in LinkedIn: 44
  • one to Many
  • Commodore & Facebook Research: “The Power of Like” April 2012
  • 14,357 LIKES Potential to reach 2,800 million through friends of fans. Promote events and competitions and campaigns. Social Media is a great distribution channel.
  • 106,225 views The more people in your community, the bigger the opportunity to spread the Hearing Loss message to an even wider audience. Give them great content to share and give new audiences a great first experience.
  • Make is relevant Empathise with their stories Social Inclusion – be part of the movement
  • Cancer Australia Government statistics 2009 27% of all new cancer diagnosis in Australia is breast cancer 1 in 8 women under 85 will develop breast cancer
  • ABS Spotlight campaign for 2011 Census.
  • Give them the information and the facts and make it easy for people to want to share. Each like, comment, share shows up in their feed for their friends to see.
  • Ask your community to take action and give them the tools to do so. Connect them emotionally and through action to YOUR BRAND. Humane Chain – 5 th Nov 4 corners story about cruelty to Australian animals (sheep) in Pakistan First week of campaign there were 30,000 signatures. $300K investment from NT in Feb 2013
  • I always promote quality over quantity, but I’ve learned from experienced campaigners that the size of your community does matter – the size of your database and social community can open doors that were previously closed.
  • HCIA forum-social-media-presentation final-01-march2013

    1. 1. How Social Media can help makeHearing a national health priority2 March 2013Shanelle Newton ClaphamParachute Digital
    2. 2. Social Media is just a new form of Communication
    3. 3. Peer Recommendation
    4. 4. Trust
    5. 5. To effect change we needto get active in theSocial Media space.
    6. 6. HCIA Member Organisations Social Snapshot HCIA MemberAudio Clinic ✖ ✖ ✖ ✖ ✖ ✖Bay Audio ✖ ✖ ✖ ✖ ✖ ✖Connect Hearing ✔ ✔ ✔ ✔ ✔ ✖Hearing Life ✔ ✖ ✖ ✖ ✖ ✖NHC ✔ ✖ ✔ ✖ ✖ ✖Neurosensory Unit ✖ ✖ ✖ ✖ ✖ ✖Bloom ✔ ✖ ✖ ✔ ✖ ✖
    7. 7. Being present doesn’t mean“active”.And being active, isn’t the sameas connecting.In Australia, only Hearing Life,Australian Hearing & theShepherd Centre are activein the social space.
    8. 8. But there’s a lot more going on Globally Hearing Company Facebook Twitter YouTube LinkedIn G+ PinterestAmplifonWidexStarkeyCochlearHearing LossAssociationDeaf ActionHearing DogsAction on HearingLoss
    9. 9. Listen & learn from those doing it well Australian
    10. 10. What are they talking about?• Personal stories – of triumph, fear, fun etc.• Tips for living with hearing loss• Fundraising events• Products & reviews• News & research• Sports & interests• TV shows, music & pop-culture• Mental Health & community support• Careers and job vacancies• Partner organisations, offers & promotions.
    11. 11. How do they tell the story?• News & articles• Videos• Live streaming events• Awareness and fundraising campaigns• Surveys and polls• Competitions• Lots of images – of staff, celebrities, partners, those affected by hearing loss.
    12. 12. Images Live StreamingSurvey’s Video
    13. 13. How to use Social Media to makeHearing a national health priority1. Awareness & Education2. Profile & Reach3. Advocacy
    14. 14. 1. Awareness & Education
    15. 15. Building a long-term relationship • Add value to their lives • Make it personal and relevant • Be an authority they can trust.
    16. 16. People go online first for information ROBO – Research Online, Buy Offline
    17. 17. Have a little bit of fun Hearing loss is serious, but not every piece of communication has to be. Humour engages people, allowing them to engage through low risk participation such as a like or share. Now you are starting to get through to them.
    18. 18. Educate everyone, not just those suffering the hearing loss76% of people felt positive after participating in social networking,and key words used were ‘connected’ and ‘informed’.* Social Media Report by Nielson and NM Incite 2012
    19. 19. Social Media users 32% of Social Media users are over 45.
    20. 20. 2. Profile & Reach
    21. 21. The huge potential of Social Media is the friends of fans The average number of Facebook friends is 190.ComScore: Potential to reach additional 81 friends of each fan.
    22. 22. Raise your profile & promote
    23. 23. Reach new audiences & grow your community
    24. 24. You are what you share• Create great content that people can’t help but share.• Have a plan. Build a content library of pre-approved images, video, interviews, Q&A, Facts & Figures, personal stories, research and case studies.
    25. 25. People share things that are personal to them
    26. 26. It touches almost all of us
    27. 27. Keep it relevant to themABS 2011 Census Spotlight
    28. 28. Profile & reach through advertising Tip: Use social media advertising to grow your community. Don’t try to push people to your website.
    29. 29. 3. Advocacy
    30. 30. A community of support
    31. 31. Demand change &give the people a voice
    32. 32. Open doors in Canberra
    33. 33. Social Media CAN help make Hearing a national health priority1. Give people facts & eliminate misinformation but make it personal2. Show them how they can improve their lives3. Focus on quality. Make content that helps people spread the word4. Ask your community to take action & give them the tools to do it.
    34. 34. Thank You.Ask me how Social Mediacan help your organisation.@ShanelleOnline

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