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Health and Safety Executive Health and Safety Executive eMarketing in HSE Gavin Parkinson eMarketing Manager – HSE [email protected] v.uk

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Page 1: HSE  Gavin Parkinson

Health and Safety Executive

Health and Safety Executive

eMarketing in HSE

Gavin Parkinson eMarketing Manager – [email protected]

Page 2: HSE  Gavin Parkinson

eMarketing in HSE

What is eMarketing to HSE?

Page 3: HSE  Gavin Parkinson

eMarketing in HSE

eMarketing to me

Page 4: HSE  Gavin Parkinson

eMarketing in HSE

eMarketing to me

Page 5: HSE  Gavin Parkinson

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

Page 6: HSE  Gavin Parkinson

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.

Page 7: HSE  Gavin Parkinson

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

Page 8: HSE  Gavin Parkinson

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

Page 9: HSE  Gavin Parkinson

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!

Page 10: HSE  Gavin Parkinson

eMarketing in HSE

2005 – website survey

Page 11: HSE  Gavin Parkinson

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

Page 12: HSE  Gavin Parkinson

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

Page 13: HSE  Gavin Parkinson

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

Page 14: HSE  Gavin Parkinson

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

Page 15: HSE  Gavin Parkinson

eMarketing in HSE

2008 – Growth: existing subscriptions

Email shot to 100k HSE Books customers

Target small industry groups

Exchanged for product promotion

Page 16: HSE  Gavin Parkinson

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

Page 17: HSE  Gavin Parkinson

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

Page 18: HSE  Gavin Parkinson

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

Page 19: HSE  Gavin Parkinson

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

Page 20: HSE  Gavin Parkinson

eMarketing in HSE

2011 – Close SMS pilot

Rationalise and prioritise

New mobile landscape

“View HSE RSS feeds on your mobile” offer

Page 21: HSE  Gavin Parkinson

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…

Page 22: HSE  Gavin Parkinson

eMarketing in HSE

HSE website

RSS Feeds Google

200+ e-Bulletins

Other websites

Intranet News Centre

Mobile

Social Media

And the future?

Page 23: HSE  Gavin Parkinson

eMarketing in HSE

Final thoughts…

Focus on customers

Grab opportunities to expand

Promote your team’s good work

Page 24: HSE  Gavin Parkinson

eMarketing in HSE

Thankyou!

Questions?

Get in touch [email protected]