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Social Media Strategy – Ocean Decade

Ocean health is our health. Humanity and all living species depend on what is hiding under the vast blue surface out there. However, we know more about space than we know about our ocean. More knowledge and data is needed. United Nations has defined 10 crucial challenges to be addressed. In 2020 the UN members signed the call “Ocean Decade 2030” carrying one crystal clear objective: The science we need for the ocean we want.
 
Being endorsed as a partner under this call we are gathering the best scientific resources on the planet and inviting passionate individuals to help us: Sailors and scientists dedicated to hopping onboard our legendary steel yacht, rebuilt into a floating Ocean Lab, and racing around the world once again – not to win against other yachts but to deliver the data needed while inspiring others to help us fulfill the mission in all its aspects. 

 

Hrimfare raced around the world first time in 1992/93. The Internet was not yet invented, but now it is. Here is how we intend to use it to reach out to the big masses, and ultimately to reach into their hearts and minds and have them follow us in our mission.
 

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1. PARTIES 

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Endorser
Project
Vessel

UN Ocean Decade 2030 officially endorses Sailing4Science and its activities. The endorsement means no financial support, but support in terms of trust as a certified partner.

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UN OCEAN DECADE

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Sailing4Science (S4S) is a cooperation entity created by the University of Gothenburg (Sweden) and the University of Trondheim (Norway), two of Europe's most recognized marine scientific universities.

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SAILING4SCIENCE

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Hrimfare is the "Mother Ship" for Sailing4Science and is assigned for a number of scientific expeditions starting 2024. Hrimfare is owned and managed by an independent  company in Sweden.

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SY HRIMFARE

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2. OCEAN DECADE

The United Nations Decade of Ocean Science for Sustainable Development calls for partnering around “The science we need, for the ocean we want”. Ten major challenges are being addressed: pollution, overexploitation of fish and other resources, sustainable use of the ocean, observing and understanding and warning for ocean hazards equally for all people, allowing an accessible ocean for all, and increasing education.

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3. PROJECT MISSION

Being assigned the mother ship for the project "Sailing4Science" and the vessel for United Nations' endorsement "Ocean Decade 2030" we share the same mission with respect and pride:

  • We sail to inspire, engage and motivate people to connect with our ocean.

  • We are building a global network of sailors who volunteer to observe and collect vital data from our ocean and coastlines onboard their boats.

  • We create awareness online, onboard, in ports and marinas through open science participation and active communication and demonstrations.

  • We share ocean insights and inspire people to adopt new ocean-friendly lifestyles.

  • We build and exchange capacity with low-income countries with a frugal approach to ocean observations in their home waters.

Objectives

4. PROJECT OBJECTIVES

Being assigned the mother ship for the project "Sailing4Science" these are our shared objectives:

 

  • Deliver transformative ocean connections through open/participatory science sailing research expeditions to students, scientists, politicians, and curious individuals from the public.

  • Produce, deliver, and publish online content on social media in line with our mission and in cooperation with adequate stakeholders' missions and messages (quantified individually).

  • Make considerable impact and awareness online and live at the local coastal communities we visit (quantified separately below).

5. TARGET GROUPS

Being a sailing and science project according to our mission, we operate under three pillars:

  • Collecting vital data on a highly scientific level while sailing

  • Sharing the findings and the state of the ocean to a broad audience and

  • Engaging sailors to use their sailboats as vessels for data collection

These calls for adopting our messages for different target groups. We have identified 7 main target groups and we have built our strategy based on them and their seven individual personas.

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Stakeholders
  • Grown-ups, 25-65 years old.

  • This group covers the organizations, companies, and governmental institutions supporting the project, the universities, the commercial sponsors of yacht equipment and expertise.

  • Other target categories are – festivals, events, city communities, harbors and marinas etc.

  • This group will also be strategically considered and divided into “global online targets” or “local targets” along the route of the expeditions.

     

  • PERSONA:  (In the making)

6. PLATFORMS

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The social media will be managed as follows: Content is produced and uploaded onto the Later account. Each post/story is shared/scheduled onto the timelines for "Project Sailing4Science" and the "Vessel Hrimfare". Each post (Sailing4Science and Hrimfare) is being tagged and hashtagged with adequate stakeholders and furthermore shared with external groups for exponential outreach (hinders for commercial direct or indirect messages may occur). Analysis on results by Later.

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Later.com
  • A social media management service we have great experiences from in other projects. It will be a cornerstone service for us.

  • Coordinating and scheduling social media posts on all our accounts allowing us to produce long-term batches of thematic posts in advance.

  • Enable us to create one post and distribute it to all channels. 

  • Offers expertise in social media management

  • Offers expertise in social media analysis management

  • Offers influencer network coordination and consulting

7. ENGAGEMENTS

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Partners
Roles and opportunities
  • Parters with Sailing4Science and Hrimfare are welcome to participate and to promote the S4S-project and Hrimfare in their channels according to the Sailing4Science Social Media Policy and/or separate agreements made.

 

Engagement management

  • Partners with Sailing4Science and Hrimfare are welcome to re-post and tag the project as well as create content for the engagement of their clients and followers according to the S4S Social Media Policy.

8. SUMMARY/GOALS

Platforms Handles
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9. PRODUCTION

The social media structure with platforms, accounts, and content production and posting schedules is a "Work In Progress" and will continue to evolve as we prepare for the launch in late spring 2024. An introduction campaign is planned (launch in February) to start creating awareness and tickling the senses within our various target groups. Parallel stories will be posted using existing videos, images, and stories (see samples below). We will also start posting "fresh" content, captured as we go about with the planning and preparations. The production of a Social Media Policy and Guidelines document is under production to serve all parties and individuals involved in the project.

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Preparing Hrimfare for the launch 2024.

 

  • Follow us the last months of renovation and upgrades and check out the before-after gallery with images from 1991 and up until today.

  • Get insights from the ongoing installation of a top-notch system for electrification, safety, and navigation by Raymarine and other leading marine brands.

  • Enjoy the launch live in late spring 2024.

Primary platforms
Video clips "stories and memes":

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Post stories with images:              

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10. SHARING

Collecting hashtags and tags for relevant partners, locations, pages, groups, and stakeholders is a crucial assignment for the growth of followers and subscribers. This process will be ongoing and below are examples of subjects and themes. Our bank of hashtags and tags lwill be accessible in our Social Media Guidelines online for our crew, guests, and others to copy-paste from when posting.

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11. CALENDAR

We have successfully recruited a young and skilled social media manager in charge of coordinating social media activities with our communication manager. We are at present (February 2024) developing and formulating our social media strategy, integrating it into our overall communication plan while revising all our former social media channel accounts and registering new accounts. We are extracting all existing content and building retrospective and forward-looking narratives related to the project (see 9. Production)
 

INTRODUCTION
Feb-Jun 2024
SHORT TERM
Jul-Dec 2024
MEDIUM TERM
2025

Action:

  • Establish a consistent publishing routine on all channels

  • Produce content based on existing material
    (see 9. Production

  • Ensure sharing and reposting by trusted followers 

 

Follwers/Subscribers:

  • 3500

Action:

  • Produce content based on existing material
    (see 9. Production)

  • Produce content from activities and expeditions performed 2024 

  • Establish co-creating activities with strategic Social Media partners.

 

Follwers/Subscribers:

  • 10.000

Action:

  • Establish full video editing capacity for estimated 1-2 narrated videos per month

  • Launch the educational "curriculum" for distribution via social media

  • Establish our own "Sailfluencer" 
     

Follwers/Subscribers:

  • 27.200

12. MEDIA

Our strategy for traditional media will be a considerable part of the impact of our social media activities. The interaction between the two sectors is crucial for earning trust and sustainability from followers in the respective target group. The strategy is based on two pillars:

 

LOCAL MEDIA 

As our voyages and expeditions are determined, media planning will start by defining what areas, cities, and local conditions we are entering. This will be the base for a tailor-made media strategy and plan for each part of the voyages – including press releases, invitations to arrivals, scientific announcements and workshops, and other events in cooperation with local stakeholders. The publishing outcome from each third-party media will be shared and reposted on our social media platforms. 

INTERNATIONAL/GLOBAL MEDIA

A media strategy for international media will be defined and certain targets will be listed based on the voyages and expeditions,  as well as the scientific findings and relevant "hot topics" our expedition with relevance can create, generate, or participate in.

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