Social Media StrategyFEBRUARY 2015

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Mission & ObjectiveCompany Mission To eliminate cataract blindness by training 30,000 surgical cataract specialists and

delivering 60 million surgeries by 2030.

Social Media Objective • To spread awareness of the HelpMeSee brand & mission• To communicate the programs under the HelpMeSee umbrella• To acknowledge key participants who help the organization achieve its mission• To educate the public on cataract blindness• To tell stories about the lives we have changed• To communicate goals and celebrate milestones• To empower others to help us reach our goals• To help raise the funds needed to achieve the organizational mission

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Performance Measures (Digital & Social)Key Performance Indicators • # of Conversions on Donor Pages

• # of Donors• # of Email Subscribers• # of Campaigns Started• # of Shop to Donate Items Sold

Secondary Indicators • SM Web Metrics (Page Views, Users, Time Spent on Site, Bounce Rate, Referrals)

• Social Media Metrics (Followers, Engagement, Referrals to Web Site)• Advertising Effectiveness (Social and Digital)• Demographics (Location of Web and Social Media Visitors)• Brochure Downloads• Phone Calls

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Current Social Media Sites facebook.com/HelpMeSee

facebook.com/HelpMeSeeNederland

facebook.com/HelpMeSeeChina

twitter.com/helpmesee

plus.google.com/b/116058661643400900290/116058661643400900290/

instagram.com/helpmesee

https://www.youtube.com/user/HelpMeSeeTV

https://www.linkedin.com/company/helpmesee

http://www.wechat.com/en/ (China)

https://medium.com/@HelpMeSee

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PlatformsName Post Type Engagement Frequency

Blog(Medium)

• Text• Text & Embedded Videos

• Views• Comments• Shares• Donations

• 1 per week

Facebook • 3rd Party Articles• Blog Posts• Videos• Infographic & Quote Cards• Pictures• Questions/Polls• Events

• Subscribers• Impressions• Comments• Shares• Likes• Clicks• Donations

• 1 per day

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PlatformsName Post Type Engagement Frequency

Twitter • Text Only Tweets• Tweets of Infographic & Quote Cards• Tweets of Videos• Tweets with Links• Twitter Chats

• Followers• Following• Impressions• Replies• RTs• Clicks

• 5 per day (Google Alerts)

Google+ • 3rd Party Articles• Blog Posts• Videos• Infographic & Quote Cards• Pictures• Questions/Polls• Events• Hangouts

• +1s• Comments• People in

Circles• Shares• Clicks

• 3 per week

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PlatformsName Post Type Type Engagement Frequency

YouTube • Videos• Presentations• Archived Webinars/Hangouts

• Subscribers• Likes• Comments• Clicks

• 1 per month

Instagram • Photos• Infographic & Quote Cards

• Followers• Following• Comments• Likes

• 2 per week

LinkedIn • 3rd Party Articles• Blog Posts

• Followers• Impressions• Clicks• Comments

• 4 per month

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PlatformsName Post Type Type Engagement Frequency

Webinars • Presentations• Hangouts• Twitter Chats

• No of Participants

• 1 per quarter

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Content TypeBlog Facebook, Google+, Twitter

• Patient Stories (Medium)• Provider Stories (Medium)• Donor Stories (Medium)• Program Updates (Internal)• Program Updates (External)• Simulator Information• Cataract Information• Regional Information• Events/Campaigns/Holidays• Company History

• Journal Summaries• Research Statistics• Educational Technology• Shop to Donate Items• Milestone Achievement• Surgical Kit Developments• HMS Employee Travel

Experiences

• Blog Posts• Country Facts (Cards)• Cataract Facts (Cards)• Eye Health Facts (Cards)• Patient Quotes (Cards)• Inspirational Quotes (Cards)• 3rd Party Articles• Videos

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Content TypeYouTube LinkedIn Instagram

• Patient Stories• Provider Stories• Donor Stories• Simulator Information• Cataract Information• Educational Technology• Surgical Kit Development• HMS Employee Travel

Experiences

• Program Updates (Internal)• Program Updates (External)• Simulator Information• Provider Stories• Educational Technology• Milestone Achievement• Surgical Kit Development• Technology and Innovation

• Patient Stories (Pics)• Provider Stories (Pics)• Donor Stories (Pics)• Country (Pics)• HMS Employee Travel

Experiences (Pics)

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Audiences & BlogsGlobal Voices EyeHealth TravelLog (Per Instance)++ HelpMeSee

• Patient Stories (Medium)• Provider Stories (Medium)• Program Updates (External)• General Regional Information• Donor Stories

• Simulator Information• Cataract Information• Journal Summaries• Educational Technology• Surgical Kit Development• Expert Analysis

• HMS Employee Experiences in the Field

• Program Updates (Internal)• Events/Campaigns/Holidays• Company History • Milestone Achievement

• Millennial Donors• Baby Boomer Donors

• Eye Health Care Providers• Simulated Medical Training

Enthusiasts

• Millennial Donors• Baby Boomer Donors

• Philanthropy Organizations• Potential Partners

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Idea Developers for ContentGlobal Voices Eye Talk Travel Log (Per Instance) Our Corner of the World

• Brad Jobling• Steele Burrow• Stefany Marranzini• Eitu Vij Chopra• Rogier Scholten• Venkat Sambandhamoorthy• Nancy Masterson-Newkirk• Kaiqi Qiu• Flora Li

• Ajay Singh• Denis Gulasy• Glenn Strauss• Hinabin Patel• Jean-marie Andre• Jon Pollack• Kasturi Misra• Matthew Walden• Charles Van Lansingh• Venudhar Bhatt• Ketan Rindani• Marie Liu• Yang Ju

• Anyone travelling in the field • Mohan Jacob Thazhathu• Jim Ueltschi• Matt Kupac• Meghan Simon• Cassandra Morgan• Molly Biechele• Nancy Masterson-Newkirk• Shravan Kumar Kasam• Jill Woodcome• Analucia Castillo• Jon Pollock• Eitu Vij Chopra• Nguyen Huu Thinh• Rogier Scholten• Flora Li• Kaiqi Qiu

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Social Media Content Standards (Policy)Social Media Content Standards (Social Media Posts)

• Use HelpMeSee Logo on all Infographics & Quote Cards• Use HelpMeSee Logo on Pictures of Patients or Places• Add Text to Pictures for Distinct Call to Action Posts• Add Text to Pictures When Appropriate for Distinct Call to Action Posts• Infographics and Cards Should be White with HelpMeSee Colors

(http://helpmesee.org/wp-content/uploads/2014/12/HMS_LogoColorIdentity1013.pdf)• Standard Sizes of Photos Accepted for Each Platform (http://sproutsocial.com/insights/social-media-

image-sizes-guide/)• HelpMeSee Standard Font: Verdana• Link Back to HelpMeSee Web Site As Much as Possible

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Content Development Checklist (Policy)General

• Does the information entertain, educate, empower?

• Is there a mission or goal to the content?• Is there a call to action or a way to spark

conversation?• Is the content visually appealing & scan friendly? • Is this something that highlights the uniqueness

of HelpMeSee? • Is there a catchy title, keywords and/or

appropriate hashtags?• Is the content written for the appropriate

audience?

• Is this written in the first person?• Is the language conversational and informal?• Are images high quality?• Is the content focused on one topic or issue?• Do we have content that works with marketing

and communications calendar?• Are we using content developed from other

areas such as newsletters, e-appeals or campaigns?

• Is there a timeliness factor we can use for specific content?

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Platform Details (Policy)Blog Facebook Twitter

• Optimal Length 300 words• Should Include a Picture• If Longer, Best with Bullet Points,

Questions or Section Headers• Needs to be Tagged Appropriately • Should have SEO keywords and

Descriptions• Should NOT be marketing• Should have call to action at

bottom to comment or perform another action.

• Optimal Length is 60 characters.• Should Include Call to Action• Post should be visually oriented to

catch peoples attention.• Post should encourage some sort

of engagement

• Maximum Length with Link is 130 characters.

• Maximum Length with Link & Picture is 120

• It’s OK to informally respond to posts.

• Only RT posts that we would send out ourselves. Better to favorite.

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Platform Details (Policy)Google+ YouTube Instagram

• Same as Facebook, but longer text allowed.

• Should be focused on search.

• Videos should be less than 3 minutes preferably 2.

• Should be tagged appropriately.• Descriptive text should be written

with SEO considerations.• Title should be written with SEO

considerations.• Description should have a link to

an appropriate place on HelpMeSee website.

• Include HelpMeSee Animation and Donation/Contact Information

• Visual in Nature• No Limit on Text Length• Multiple Hashtags is Optimal

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SharePoint Setup – Social Media1. Overview Materials

2. Templates◦ Cover Photos & Avatars (by Month)◦ Logos

3. Posts, Analytics & Strategy◦ Strategy (by Quarter)◦ Content & Analytics (by Month)

◦ Newsletter ◦ eAppeals & eStory◦ Social Media Posts ( by Language)◦ Analytics

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Planning GridContent January

Email Appeal Viet Nam

E-Story Email- Manuela Peralta de Corrales, 96 (Patient, Peru)

Optional Email N/A

Blog Story 1 - Shop to Donate (Cassie)

Blog Story 2 - New Dutch Office (Rogier)

Blog Story 3 - Hispanic MPR, Peru (Elena)

Video - Aarti's Story, India (Steele)

Chat/Webinar/Hangout N/A

Content January

Newsletter Stories

President's Corner - 175,000 procedures in 5 years

Founder's Desk - 2015 Expansion

Partner Profile - Rakesh Sharkya

Patient Profile - Aarti

Quote

I want to return to my wife, plant seeds, work the land and start to growth things [with her] again.

Domingo Mora Estaban

Article

- Growth for 2015 - Peer to Peer Program- Ambassador Program

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Planning GridContent January

Learning Team - TMS Tunnel Section Testing

Innovative Technology - Test Results for Simulator Testing in Dec

Global Programs- GPS app testing in Peru- Surgical Kit Testing in Viet Nam

Medical Experts- WHO GAP program (Van Lansingh)- With Good Reason Broadcast (Strauss)

SE Asia- Vietnam Test- GPS App Testing in Nepal

Africa- Madagascar Progress- New African Countries

China/Asia- Henan province- Chinese delegates for simulator testing

Europe- New Amsterdam Office- New Dutch website

Americas- Van Lansingh in Peru- Strauss in Ecuador

Content January

General Social Media

- World Braille Day (1/4)- Dr. Strauss, With Good Reason (1/10)- Peer to Peer Campaign- Shop to Donate Items- Indian Republic Day (1/26)- Tunnel Construction Information- Crowdsourcing Sites- Susan's Story (Donor)- Cross-Promoting Platforms- Topics from Newsletters and Emails

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Types of PostsPATIENT/PROVIDER STORY INFORMATIONAL

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Types of PostsINFORMATIONAL QUIZ SHOP TO DONATE

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Types of PostsEMBEDDED ARTICLE RIGHT HOOK

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Types of PostsREGIONAL INFO WITH TEXT RIGHT HOOK

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Approved Text

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Roles Brad Jobling, Analucia Castillo, Steele Burrow – Create Quarterly Communications Grid

Brad Jobling – Create Content Bi-Monthly Placing this in SharePoint

Rogier Scholten – Helps Post and Comment on Dutch Sites

Flora Li, Kaiqi Qui - Helps Post and Comment on Chinese Sites

Jeronimo Fabiana - Helps Post and Comment on Spanish Language Sites

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Processes1. Brad will create content on a bi-monthly basis. This will match the quarterly plan, eAppeals,

eStories and newsletter content.

2. TransPerfect will translate these?

3. Where needed graphics will be created.

4. Team members will discuss plan at the beginning of each month. This will include idea generation for blog articles and/or content.

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Analytics

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CommentingAny questions should be responded to within a business day.

Requests for medical information cannot be answered.

Information from medical physicians can be emailed to Stefany at programs@helpmesee.org.

Information about becoming involved should be sent to info@helpmesee.org.

Information about benefits or Shop to Donate should be sent to Cassandra@helpmesee.org.

Information about the Ambassador Program should be sent to ambassador@helpmesee.org

As we determine the types of questions we get, we’ll create an FAQ.

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Commenting Send to Brad for Advice

I’ll run this through Mohan and Matt

We’ll be coming up with a list of FAQs & Business Rules

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eAppeals & eStories

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NewsletterCLINTON FOUNDATION TEMPLATE OUR TEMPLATE

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Google Alerts Ayo Bello Memorial Hospital

Baptist Eye Hospital

Bhaktivedanta Hospital

Centro De Cirugía De Catarata Luz Y Vida

Clinica Oftalmológica Divino Niño Jesús

Geta Eye Hospital

HelpMeSee

Ho Chi Minh City Eye Hospital

Little Flower Hospital

Lokeswarananda Eye Foundation

Lumière Divine & Centre Ophtalmologique Jean Paul II

Mercy Ship

Sankara Eye Hospital

Shri Sadguru Seva Sangh Trust

Smt. Sharda Jhatakia Hospital

Sri Sankaradeva Nethralaya

Velemegna Good News Society

Venu Eye Institute

#GiveBackSight

Ajay Singh MD

cataract blindness

Dr. Ajay Singh

Dr. Glenn Strauss

Dr. Jean-marie André

Dr. Van Charles Lansingh

Uska Kiran Charitable Trust

Glenn Strauss MD

James Ueltschi

Jean-marie André MD

Manual Small Incision Cataract Surgery

Mohan Jacob Thazhathu

MSICS

Van Charles Lansingh MD

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Advertising Guidelines•Advertise to Build Followers First

•Promote Good Posts with Links Back to Our Web Site

•Promote Good Posts with Action Items

•Focus on your Areas of Interest (Mostly Potential Donors)

•Brad Will Oversee Advertising

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UTM Codes for Links•Campaign – Campaign (GT, YEA, N/A)

•Source – Website sending traffic (FB, TW, LI, G, YT, WC, EM)

•Medium – Medium this is coming from (SM)

•Content - The type of content pointing to this URL (N/A)

•Term – Used to identify PPC words (N/A)

https://helpmesee.org/manuelas-story-cataract-surgery-in peru/?utm_source=FB&utm_medium=SM

Order of tags doesn’t matter.

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Next Steps1. Set up Social Media Email Addresses

◦ socialmedia@helpmesee.org◦ socialmediaNE@helpmsee.org◦ socialmediaCH@helpmesee.org◦ socialmediaES@helpmesee.org◦ socialmediaFR@helpmesee.org

2. Start with Facebook

3. Setup HootSuite Enterprise

4. Move to Twitter or Micro-Blogging Site

5. Move to YouTube (or Video Site)

6. Add additional management and/or listening tools as needed

7. Create specific business rules

8. Include Brad as Manager for Pages