SOCIAL MEDIA TOOLKIT 2018 - 29 SEPTEMBER 2018 - World Heart Federation
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HELP SPREAD THE WORD TIPS ON HOW TO PROMOTE WHD TO SOCIAL MEDIA Social media is the perfect platform to help you achieve your World Heart Day (WHD) goals. It allows you to communicate key messages, promote activities and spread the word about good heart health. The tips and suggestions in this toolkit will help you to maximize the impact of your digital communications and make World Heart Day even more successful than ever! Official WHD profiles Official WHD hashtag #WorldHeartDay facebook.com/worldheartday The official hashtag for World Day is #WorldHeartDay. All publications on social media should include this tag, along twitter.com/worldheartfed with any other tags that may be relevant to your activity. instagram.com/worldheartday The WHF website we will feature a ‘social wall’ with all Instagram, Twitter and Facebook posts that include the hashtag #WorldHeartDay. This will boost the visibility of These are our official social media profiles. Mentioning all WHD posts ... and incredible symbol of the whole world these profiles will allow more people to see your posts, coming together to spread the word about living heart- achieving greater reach and visibility. healthy lives. WORLD HEART DAY OFFICAL HASHTAG #worldheartday 2
WORLD HEART DAY CAMPAIGN 2018 MY HEART, YOUR HEART This year’s theme is about celebrating and connecting like-minded people. It is simple, warm, emotional and translatable. It feels vital and innovative and is flexible to provide an umbrella for different campaign strands. MY HEART, YOUR HEART is about creating a sense of commitment around the common issues related to heart health. It is a concept that allows us to educate, inspire and motivate people to keep their hearts healthy. It is personal and all encompassing. It’s about saying to ourselves, the people we care for and everyone around the world, “what can I do right now to look after MY HEART... and YOUR HEART?” It also resonates with the professional cardiology and healthcare audiences who dedicate themselves to looking after ALL OUR HEARTS. CVD is the world’s number one killer today. But it doesn’t need to be this way. By making just a few small changes to our lives, we can reduce our risk of heart disease and stroke, as well as improving our quality of life and setting a good example for the next generation. 3
CALL TO ACTION This year’s campaign focuses on a statement of intent, a common goal that will inspire our audiences to make a promise to keep their hearts and all hearts healthy. On social media, “I promise to ...” can be a very powerful message. A way for everyone to make their own commitment, to share their support for WHD and to motivate others to get involved. Through our global channels we are encouraging everyone to make a promise and share a photograph with the campaign image and the hashtag #worldheartday. MAKING A PROMISE AND SHARING IT COULDN’T BE EASIER This year we have added a ‘widget’ on the WHD website. This allows you to upload your own image, personalize it with one of the WHD symbols and then post it on your own social media channels. Go to worldheartday/ promise to use our widget. If you prefer to create and share your own promise simply: 1. Take a picture making the campaign symbol with your hands. You can also create our symbol with your keyboard, using these characters and symbols: It’s a gesture that’s universal, simple and shareable. 2. Publish the photo on your social media channels and share your promise for heart health. Here are a few examples: I promise to go to work by bicycle at least 3 times a week! #WorldHeartDay 3. Add the official hashtags #worldheartday to your post 4. Visit worldheartday.org to see your post on our social wall. 5. And don’t forget to encourage your friends, family, colleagues and community to take part too. 4
HOW TO CREATE CONTENT FOR YOUR SOCIAL MEDIA CHANNELS (1/4) We encourage you to use WHD to raise awareness of cardiovascular health with your followers and close community. Here are some ready-made posts that we hope will make it easy for you to publish CVD content or inspire you to create your own publications: MAKE A PROMISE This year we’re asking people around the world to make Visit bit.ly/2wsN78L and join us on #WorldHeartDay a promise... for MY HEART, for YOUR HEART, for ALL by creating a poster with your heart promise. For MY OUR HEARTS bit.ly/2wsN78L #WorldHeartDay HEART, for YOUR HEART, for ALL OUR HEARTS. I promise to cook and eat more healthily ... MY HEART, Get involved on #WorldHeartDay by making a promise for YOUR HEART, for ALL OUR HEARTS bit.ly/2wsN78L for your heart. Change your habits, change your world #WorldHeartDay bit.ly/2wsN78L Celebrate #WorldHeartDay by promising to take care of Big actions start with a small symbol . Make your your heart health. Visit bit.ly/2wsN78L and join us promise on #WorldHeartDay to help the fight against cardiovascular disease, the world’s number 1 killer bit.ly/2wsN78L #WorldHeartDay is the perfect moment to say no to smoking and help your loved ones to stop. Make a Make a promise and help make #WorldHeartDay promise for MY HEART, for YOUR HEART, for ALL OUR bigger than ever. Use our widget to raise awareness of HEARTS bit.ly/2wsN78L < ♥ > #WorldHeartDay cardiovascular disease bit.ly/2wsN78L #WorldHeartDay 2018 is all about saying to yourself, the people you care about and individuals all around Choose your promise, take a picture and help prevent the world, “what can I do right now to look after MY CVD by changing habits. For MY HEART, for YOUR HEART… and YOUR HEART?” bit.ly/2wsN78L HEART, for ALL OUR HEARTS bit.ly/2wsN78L #WorldHeartDay 5
HOW TO CREATE CONTENT FOR YOUR SOCIAL MEDIA CHANNELS (1/4) CELEBRATE WORLD HEART DAY Today is #WorldHeartDay! Join our community and 29 September is #WorldHeartDay. The day the world help us raise awareness of CVD and good heart health joins the fight against the world’s biggest killer, worldheartday.org cardiovascular disease. Find out more at worldheartday.org See some of the thousands of activities and events organized around the world to celebrate Join us to raise awareness of heart health in your #WorldHeartDay at worldheartday.org community #WorldHeartDay Come and join us! Today we are celebrating Let’s work together to prevent heart disease and stroke. #WorldHeartDay to encourage people to take action for Join us on #WorldHeartDay the good of their heart health worldheartday.org #WorldHeartDay is an initiative of @worldheartfed Today the world celebrates #WorldHeartDay. Want to to raise awareness of cardiovascular disease know more? Visit worldheartday.org worldheartday.org We need you! Today we’re celebrating #WorldHeartDay On #WorldHeartDay, join us and find out what you across the globe. Come and join us to raise awareness can do to improve your, and the world’s, heart health of cardiovascular disease! worldheartday.org worldheartday.org 6
HOW TO CREATE CONTENT FOR YOUR SOCIAL MEDIA CHANNELS (1/4) TALK ABOUT CARDIOVASCULAR DISEASE Take a minute to think about your ♥, because heart By sharing knowledge, we can inspire each other health is at the heart of all health #WorldHeartDay to become more heart healthy worldheartday.org #WorldHeartDay Cardiovascular disease, including heart disease and stroke, kills over 17.5 million people every year and is 30 minutes of activity a day, giving up smoking and the leading cause of death and disability in the world eating a healthy diet can help prevent heart disease and #WorldHeartDay stroke #WorldHeartDay worldheartday.org A third of all deaths on the planet are caused by CVD The burden of cardiovascular disease CAN be reduced. every year. I’m taking care of my ♥. Are you taking care But we must all act now #WorldHeartDay of yours? #WorldHeartDay Know your risk of CVD, take control of your heart 80% of premature deaths from CVD could be avoided if health and act now to improve it. It’s in your hands risk factors are controlled: tobacco use, unhealthy diet, worldheartday.org #WorldHeartDay physical inactivity and alcohol #WorldHeartDay Your heart is the strongest muscle in your body. If you Tobacco kills 6 million people a year and is estimated live to be 70, your heart will have beaten two and a half to cause nearly 10% of cardiovascular disease billion times. worldheartday.org #WorldHeartDay worldheartday.org #WorldHeartDay Ischemic heart disease (heart attack) is responsible By 2030 it is predicted CVD will be responsible for nearly for 7.3 million deaths every year worldheartday.org 23 million deaths per year. Join the fight against heart #WorldHeartDay disease and stroke worldheartday.org #WorldHeartDay Cerebrovascular disease (stroke) is responsible for 6.2 By making just a few changes to our lives, we can million of the total CVD deaths per year worldheartday. reduce our risk of heartdisease and stroke, as well org #WorldHeartDay as improving our quality of life #WorldHeartDay worldheartday.org Poverty, a chronically stressful life, social isolation, anxiety and depression all increase your risk of CVD #WorldHeartDay worldheartday.org 7
HOW TO CREATE CONTENT FOR YOUR SOCIAL MEDIA CHANNELS (1/4) PROMOTE YOUR ACTIVITIES Tell them what you’re Repeat & change Plan in advance doing times Let people know in advance what you are organizing so that they Share details about activities you Repeat your posts and tweets can make plans to attend. Make are organizing and don’t forget at different times of the day to sure you highlight the time, place to pin them to the official World maximize the chance of reaching and directions of how to get Heart Day Worldwide Activities your target audience. there. Map. (worldheartday.org/ worldwide-activities) Countdown Use the official Increase anticipation with a hashtag countdown, such as “there are Don’t forget to always tag your only 10 days left”. content on social media with the #WorldHeartDay hashtag so that your activity can be seen by people around the world on our social wall! 8
CAMPAIGN RESOURCE USEFUL RESOURCES FOR SOCIAL MEDIA We have prepared a range of Campaign Resources in several languages and can also be translated into for you to use on your own social media channels, to others and adapted to each community and specific customize your profiles or as part of your content plan. activity. When appropriate, we recommended adapting these materials using facts and figures from your own They are customizable and can be downloaded from country. Please follow the guidelines on using the WHD www.worldheartday.org. Our Resources are available Resources you will find in your specific toolkit. worldheartday.org/materials Logos Avatars Facebook cover Pre-designed social posts Online banners “Make your promise” customizable post This year we made our Campaign Resources and logo available in several languages. Download them from worldheartday.org/materials 9
TIPS FOR... FACEBOOK • Get more likes! Your WHD publications are likely to make your profile more visible to new users, who will probably ‘like’ your page to get news and updates about your organization. • Be short and to the point. Avoid long messages, keep posts to between 100 and 200 characters to attract attention and encourage your contacts to share them. • Creativity boosts impact. Facebook is an excellent channel for explaining actions related to WHD as it allows you to use a large variety of resources (photos, videos, GIFs, etc.). Be original and offer added value to your audience: exclusive information, eye-catching images, infographics, etc. • Images made easy. Facebook has some very easy • Image is key. Choose photos and videos that to use tools to create attractive publications. Explore will capture the attention of your audience and be stickers, texts with bright background colors, polls, interesting enough for them to share with their 360º photos or live videos. Being creative is easier than contacts. you think! • Direct traffic to the website. WHD is an excellent • Create conversations. On Facebook it is very opportunity for your target audiences to visit your important to interact and connect with people, so website. Include links in your messages to drive as you should encourage your audience to share their much traffic as possible. opinions and comments. Ask them about your event! Taking an active interest in their content is a good way • Be practical. To better manage your time, you can to get your audience actively involved in your WHD schedule the sending of your messages in advance publications. by simply selecting a date and time in the lower right corner of the sharing tool on your page. • Know your audience. You know, better than anyone, what type of content is interesting to your followers, or • Stay up to date. Follow all WHD activities and share what time your fans write more direct messages to you. content mentioning your official Facebook so your Use this information to make your publications about contacts can stay up to date with all the news. WHD more successful. • The more, the better! Create an open event to spread • Listen and respond. It is important that you respond your activity among contacts and make sure that quickly to the comments received so that your participants can invite others. followers know that there is someone listening. This will encourage participation. 10
TIPS FOR... TWITTER • Straight to the point. Although Twitter expanded the length of tweets beyond 140 characters, ideally you should not exceed 120 to 130 characters as this is the best length to get people involved and to retweet more easily. Make sure your message is clear. • Be natural. Avoid formalities and try to make the • To the minute. One of the biggest attractions of style of your tweets accessible and friendly. They are Twitter is information in real time. It is difficult to find your followers for a reason, so they will appreciate time when you participate in an event but commenting authenticity in your reactions and opinions. and responding in real time to messages energizes the conversation and adds value to the debate. Use a tweet • Share the experience. Even if they are not physically programming tool (such as Hootsuite or TweetDeck) there, hundreds (or thousands) of people will follow to save time by creating tweets about your event in your event through the Internet. It is your opportunity advance. to share information and the overall event experience with the rest of your audience and to make them feel • The best speaker. Including quotes from your part of it. spokespeople is key to boosting the impact of your messages. Do not forget to include the Twitter • Connect audiences. Use the official hashtag, username of the speaker in your tweet to recognize #WorldHeartDay. The more people use the same their work and to achieve greater reach and visibility. hashtag, the more likely they are to connect with each other and share thoughts and ideas. What’s more, • All for one. Follow organizations related to WHD hashtags help users follow the topic. When you click and spread their messages too to generate more on a tag, you can see other tweets about the same interaction and visibility. This helps other potential topic. followers see who you are and what you promote, and who is supporting and contributing to a common • Add value. Your tweets will be more interesting cause. and appealing if you post relevant and attractive information, such as images or videos. Also, always try • And of course, retweet the WHD messages relevant to include your own opinion in each of the retweets to to your community! show you have a more personal approach. 11
TIPS FOR... INSTAGRAM • Behind the scenes. Instagram users like authenticity • Make it fun. GIFs, illustrations or notes can be added and like to feel part of the process. Let them take a look to any snapshot. These formats or elements add a at the daily life of your organization and what happens fun touch to our publications and make your content during the preparation of the event, everything that different. does not appear on other social networks. • Motivate your followers. On Instagram it’s easy to • Introduce the squad. This type of publication will create photographic contests or challenges: ask users give you the opportunity to introduce your audience to send a photo using the official hashtag and then to the people behind your project and will give a more invite other users to vote on their favorite photos personal touch to your messages. In addition, it will offering some kind of incentive. This type of initiative lead to the protagonists spreading this type of post. will increase visibility of your event on social platforms. • Cross-promote on Instagram. Do not forget to promote your Instagram activities on other social platforms such as Twitter and Facebook. Put an Instagram icon on your website and invite visitors to follow you. THANK YOU 12
For further information or help on how to promote World Heart Day on social media please contact: worldheartday@worldheart.org 13
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