How Social Media can help make Hearing a national health priority

2 March 2013

Shanelle Newton Clapham

Parachute Digital

Social Media is just a new form of Communication

Peer Recommendation

Trust

To effect change we need to get active in the Social Media space.

HCIA Member Organisations Social Snapshot

HCIA Member

Audio Clinic ✖ ✖ ✖ ✖ ✖ ✖

Bay Audio ✖ ✖ ✖ ✖ ✖ ✖Connect Hearing ✔ ✔ ✔ ✔ ✔ ✖

Hearing Life ✔ ✖ ✖ ✖ ✖ ✖

NHC ✔ ✖ ✔ ✖ ✖ ✖Neurosensory Unit ✖ ✖ ✖ ✖ ✖ ✖

Bloom ✔ ✖ ✖ ✔ ✖ ✖

Being present doesn’t mean “active”.

And being active, isn’t the sameas connecting.

In Australia, only Hearing Life, Australian Hearing & the Shepherd Centre are active in the social space.

But there’s a lot more going on Globally

Hearing Company Facebook Twitter YouTube LinkedIn G+ Pinterest

Amplifon

Widex

Starkey

Cochlear

Hearing Loss Association

Deaf Action

Hearing Dogs

Action on Hearing Loss

Listen & learn from those doing it well

Australian

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.

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.

LiveStreaming

Survey’s

Images

Video

How to use Social Media to make Hearing a national health priority

1. Awareness & Education

2. Profile & Reach

3. Advocacy

1. Awareness & Education

Building a long-term relationship

• Add value to their lives

• Make it personal and relevant

• Be an authority they can trust.

People go online first for information

ROBO – Research Online, Buy Offline

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.

Educate everyone, not just those suffering the hearing loss

76% 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

Social Media users

32% of Social Media users are over 45.

2. Profile & Reach

The huge potential of Social Media is the friends of fans

ComScore: Potential to reach additional 81 friends of each fan.

The average number of Facebook friends is 190.

Raise your profile & promote

Reach new audiences & grow your community

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.

People share things that are personal to them

It touches almost all of us

Keep it relevant to them

ABS 2011 Census Spotlight

Profile & reach through advertising

Tip: Use social media advertising to grow your community.

Don’t try to push people to your website.

3. Advocacy

A community of support

Demand change & give the people a voice

Open doors in Canberra

Social Media CAN help make Hearing a national health priority

1. Give people facts & eliminate misinformation but make it personal

2. Show them how they can improve their lives

3. Focus on quality. Make content that helps people spread the word

4. Ask your community to take action & give them the tools to do it.

Thank You.

Ask me how Social Media can help your organisation. @ShanelleOnline