FACEBOOK OBJECTIVE AND GUIDELINES Hear-it 1

FACEBOOK OBJECTIVES KPI’S POST REACH PAGE REACH FREQUENCY INTERACTIONS ENGAGEMENT RATE RESPONSE TIME LINK CLICKS LINK CLICKS CONVERSIONS RECOMMENDATIONS SHARES 2Hear-it LEAD GENERATION Facebook is a media, which allows one to work with a list of different objectives with corresponding KPI’s. It is important to set the primary objective for one’s Facebook page, which all posts should reflect. This does not mean, that once you choose brand awareness as your Facebook objective, that you can never create a post, which invites the users to like or comment, as long as it in one way or another is part of reaching the main objective of creating brand awareness.

FACEBOOK OBJECTIVE FOR HEAR-IT 3Hear-it DRIVE QUALITY TRAFFIC TO WEBSITE, BY TRIGGERING THE INTEREST OF UNINFORMED USERS AND THROUGH THE RECOMMENDATIONS FROM FANS OF THE HEAR-IT FACEBOOK PAGE

PAGE RECOMMENDATIONS HEAR-IT Hear-it4

OVERALL PAGE RECOMMENDATIONS Hear-it’s Facebook page is to communicate that Hear-It is the world's leading website on hearing, hearing loss and tinnitus. Communication on the page, should therefore be: Professional Formal Informative Helpful Enlightening Interesting Relevant To meet the Facebook objective of driving quality traffic to website, all content possible, should only link to Relevant articles from other media, should first be rewritten and posted as an article on before being communicated on Facebook. 5Hear-it

PAGE LIKE VS. POST BOOST In relation to acquired visibility through page likes, we recommend not to use budget on this. Page-likes will not increase the page's organic reach. In addition, people who like Hear-it's Facebook page will already be aware of their hearing difficulties. This is not the audience we want to reach. We want to increase the level of information among people who are not aware of their hearing difficulties. We recommend the use of post boost. The international perspective can be a challenge because of the fact, that hear-it.org can communicate to the world. When the specific posts are to be boosted, the selected geographical segmentation must be chosen, and Hear-it must define the focus markets. To qualify your audience further, we would recommend segmenting the posts against look-a-likes - people similar to the current fans and / or those who have visited the website. 6

TRAFFIC FROM PRODUCERS The producers: Oticon, Phonak, Sivantos/Siemens, Widex, GN REsound, Starkey have a high number of likes on their Facebook pages. Therefor we recommend that the producers link to hear-it's articles on their Facebook pages. Hear-it.org could create a kind of forum (Facebook group / mail) and write out every time they have a new article / post. This should inspirer the producers to link to the articles on their own Facebook pages and generate traffic to hear-it.org. 7

POST GUIDELINES HEAR-IT Hear-it8

1. PIQUE CURIOSITY Each Facebook post shall pique the curiosity of the user and increase the urge to click the link and read the article on Therefore, do not give away the main point of the article, but trigger the users interest with a question instead. Example of text from Hear-it’s Facebook page: Smoking may cause hearing loss, English study finds. Current smokers have a 15% higher risk of hearing loss than non-smokers. Read more: Example of text which focuses to pique the curiosity of the user: What does smoking and hearing loss have to do with each other? An English study finds some interesting connections! Find out more: 9Hear-it

2. CLICKABLE IMAGES 10Hear-it In order to catch the attention of the users, it is important to add an appealing image to each post in the format of 1200x628 – and make it clickable! When creating a post, start by writing the update and adding the link. Facebook will choose an image from the landingpage, which might have the wrong format and will appear as the example on the left below. Add your own image in the format of 1200x628 and remove the image, which Facebook has automatically selected for you. This will result in an optimal post as seen on the example to the right below.

3. TARGET POSTS Make sure that each of your posts are shown to the most relevant audience by using Facebooks targeting options on each post. Consider the following when creating a Facebook post: Gender - Is this post most relevant to men or women? Age – Is this post most relevant for a specific age group? Geography - Is this post most relevant to people in a specific part in the world? Language - Is this post written in another language than English? Interest – Does this post focus on a specific interest, such as music or animals? 11Hear-it

4. KEEP YOUR UPDATES SHORT Since we are focusing on driving traffic to website, we are leading users to a an article which will have a great amount of text. On Facebook, though, short, witty updates generate the most engagement, and click throughs. Remember that a large amount of Facebook users, use the platform on mobile devices. Keep this in mind when creating the text update. Ideally, keep update one sentence, and under 140 characters, as seen in the example to the right below. The example to the left contains too much text and does not invite the user to click on the link and read more. 12Hear-it

5. FOCUS ON TAGGING Since users, who have already liked the Hear-it Facebook page are expected to be aware of their hearing loss issues, it is important to reach a broader audience. We know for a fact, that the subject of hearing loss is delicate and that it is hard to invite users to interact with posts on this matter. Therefore, we will recommend to incorporate an invite to users to tag friends for whom our article might be of interest. The tag function on Facebook is a highly valuable engagement, focusing on the powerful recommendation by your network. Finish each post, with the line “Tag a friend, who didn’t know this” or “Tag a friend, who might find this interesting” 13Hear-it