increasing hg awareness on the web. aim “cost-effective use of the internet to increase awareness,...

Increasing HG awareness on the web

Aim

“cost-effective use of the internet to increase awareness, understanding and

take-up of Human Givens ideas”

How

• Increased mentions of HG on the web (text, audio, video)

• Increased association between Human Givens and key words/phrases like therapy, depression, anger, stress, wellness …. etc.

• Increased availability and prominence of useful, quality, centrally supplied HG information on web

• Optimising HG / Therapy websites to feature more prominently on search engines

Measured by

• Increased traffic to HG websites • Increased website back links to HG websites• Increased mentions of HG Ideas on search

engines and social networks• Increased take up of HG training• Increased enquiries made to HG therapists

TherapistWebsites

Youtube / other

OtherWebsites (special interest, business)

HG Websites

Facebook / Linked In

Twitter

Blogs

News aggregators

Email Print

Arrows represent flow of traffic on webAll of these are indexed by Google

Facebook page, mentions, Likes, Comments

Tweets and re-tweets

The flow of ideas across the webViewings, comments

Read, view, comment

Example ScenarioNational stress week – HG press release on stress (includes blog + catchy paragraph) with links to a video on youtube and to a relevant page on HG website

– HG tweets about this on twitter (followers re-tweet and follow links to video or site) [factor 1000]

– Twitter/HG updates facebook status and friends “Like” or follow links (video imbedded)

– Viewers on youtube and facebook comment about the video

– Google indexes (relevant to current news) – strengthens link between HG and stress keywords

– News aggregators pick up– A percentage of above traffic ends up at an HG website

Key activities

• Content Generation• Frequent updates in key areas (twitter, You

tube, Facebook, blogs, emails)• Website optimisation (HG websites and

therapist websites) to improve google search rankings

• Measurement (Google Analytics)• Test, Learn, Improve

Dynamic Content Generation• Underpins all of this• Mixture of PR and provision of genuinely useful

information• Daily twitter and Facebook updates• Weekly/fortnightly blogs/emails (text, video)• Regular videos covering specific concepts, issues• Release of mixture of above content liked to specific

themes in media (e.g. National smoking day / response to a current media story)

• Response to comments1 or 2 people with excellent writing skills and sound knowledge of HG ideas

Needs daily attention

Static Content Generation• Consistent, clear, useful information on HG

and therapist websites• Not simply copying information across

websites, must be individually tailored• Separate activity to optimize HG websites and

educate Therapists on website content• Requires education for therapists – perhaps

via peer group presentations• Wikipedia etc.

1 central HG person, individual therapists responsible for own websites

Who will be looking for “Human Givens”?

• Answer is “Nobody”• People seeking therapeutic help?• People seeking self help• People seeking training for therapy /

hypnosis…• Etc…• They wont be searching for “Human Givens”• Our websites, messages, blogs, videos need

to reflect what people actually type in to search engines

• Start narrow then expand…

• Free information (law of reciprocity) • Packs to all HG people with guidelines

(literature, websites…)

• Resources• - Budget• - Time • - People

• parking lot• Standard PR • Press Releases (look for services that can

provide this) • Publicity talks • Non web based media • Radio

Notes on videos• Content generation

– Videos which provide useful and informative information about HG (max 10 minutes)

– Each specific to a relevant subject e.g. Stress, panic, anger…..

– Core set of videos explaining key HG ideas and concepts

– Viewers must experience getting free and useful material that they can do something with (and share with others)

Approaches• PR feeds linked to key stories and specific days (e.g.

national smoking week)• Social Network Updates (using Likes)• Twitter updates (re-tweeting)• Blog updates• You tube videos• Wikipedia• Website optimisation HG sites• Website optimisation Therapist Sites• Emails (link back to videos etc – like the HG update)