hse gavin parkinson

Health and Safety Executive

Health and Safety Executive

eMarketing in HSE

Gavin Parkinson eMarketing Manager – HSEgavin.parkinson@hse.gsi.gov.uk

eMarketing in HSE

What is eMarketing to HSE?

eMarketing in HSE

eMarketing to me

eMarketing in HSE

eMarketing to me

eMarketing in HSE

Why am I here?

We have lots of email subscriptions!

Why?

6 years of hard workA variety of growth tacticsAdapting the approach along the wayCheap, easy to use solutionsEstablished eMarketing as the norm

eMarketing in HSE

HSE’s job: Prevent people being, killed, injured or made ill by work

Co-regulators with LAs: inspect, investigate and enforce.

4k+ Improvement Notices 1k+ prosecutions

Advice and guidance to help make workplaces safer places.

eMarketing in HSE

HSE Communications Strategy: digital by default

80k visits every day

40k webpages

150 microsites

No.3 in Govt: quality accessibility*

Audience: Health & safety profs

Employers

Academics

Workers

Team structure:

Production

Standards

Innovation

Site Integrity

eMarketing

Products and services:Website Intranet Extranet

Video audio Communities

Email RSS

Publications e-commerce

eMarketing in HSE

HSE’s eMarketing Team

Publicity planning

Intranet News

Email design

Web news

RSS Feeds

Search optimise

Web metrics

Web audits

24/7 cover

Strategy delivery

eMarketing in HSE

Drive people to website and keep them coming back!

How?

Cheap, easy to use tools and techniques

Pilot, evaluate and expand/stop

Allow others to eMarket themselves

Tie eMarketing to business needs

Evaluate and spread the word!

eMarketing in HSE

2005 – website survey

eMarketing in HSE

2006 – email marketing pilot

Weekly digest of updates on the websiteModest aims (test the water)

Adapt existing tools (free!)

Text only (accessible)

Manual copy and paste

Emails only

“Launch a What’s New at hse.gov.uk email newsletter,

aiming for 5K subscriptions by

March 2007” Gavin’s Performance Agreement 2006/7

eMarketing in HSE

2006 – What’s New via RSS feeds pilot

Driven by WordPress (free!)

One way comms (Blog features off)

Categorised content

One communication, multiple destinations

eMarketing in HSE

2007 – first “segmented” eBulletins

Construction eBulletin

Regional update to international corporate comms

Written by an Inspector aimed at businesses

Subscriber migration – give customer choices

eMarketing in HSE

2007 – Mobile SMS Text alerts

Wider choice

Growing “smartphone” audience

Construction and Public Consultation alerts

Short, timely messages, link to website

Free to (un)subscribe and receive texts

Modest subscription rates

eMarketing in HSE

2008 – Growth: existing subscriptions

Email shot to 100k HSE Books customers

Target small industry groups

Exchanged for product promotion

eMarketing in HSE

2008 – Growth: Shattered Lives campaign

Slips eBulletin - part of campaign aims

Tied into communications

Maintain Momentum between phases

100% increase in subscriptions

Converted to regular eBulletin afterwards

eMarketing in HSE

2009 – Offline marketing

Subscribe at events/conferences/Inspections

Tick box(es), email address, hand to HSE/post to us

Room to advertise other subscription services

Offshore Europe 2011 conference

100 flyers returned800 new subscriptions

eMarketing in HSE

2010 – Health and safety Bulletins

Legal obligation – tie into business needs

Digital by default – choose how to be updated

Delivered instantly by Subscription services

eMarketing in HSE

2011 – Advisory call centre closure

Digital by default – contact via website only

Subscriptions provide proactive communications

An eBulletin and RSS feed for every industry topic

1000 new subscriptions a month

eMarketing in HSE

2011 – Close SMS pilot

Rationalise and prioritise

New mobile landscape

“View HSE RSS feeds on your mobile” offer

eMarketing in HSE

HSE websiteRSS Feeds

Google

What’s New E-Bulletin

Other websites

Intranet News CentreMonthly Visits: 70k 1 in 20 visiting via RSS & e-Bulletin!!!

- 42k visit from What’s New- 66k visits from e-Bulletin

- Overall visits to website 2.2 million

- 80% traffic via Google- 75k e-Bulletin subscribers- 3k visits to NC daily- 15k from RSS readers

The present…

eMarketing in HSE

HSE website

RSS Feeds Google

200+ e-Bulletins

Other websites

Intranet News Centre

Mobile

Social Media

And the future?

eMarketing in HSE

Final thoughts…

Focus on customers

Grab opportunities to expand

Promote your team’s good work

eMarketing in HSE

Thankyou!

Questions?

Get in touch gavin.parkinson@hse.gsi.gov.uk