Download - HSE Gavin Parkinson
Health and Safety Executive
Health and Safety Executive
eMarketing in HSE
Gavin Parkinson eMarketing Manager – [email protected]
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
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