10/30/2015

1

Social Media; Engaging about SafetyWorkSafeBC’s Social Media Strategy

Dale WalkerOctober 13, 2015 (1 pm)

AASCIF Social Media RoundtableAustin Texas

1 WorkSafeBC – Who are we?

2 Why social media?

3 Who is using social media?

4 How is WorkSafeBC using social media?

5 Next Steps

Agenda

2

10/30/2015

2

WorkSafeBC: Who are we?

WorkSafeBC: Who are we?

• Independent agency created by statute in 1917• Funded through insurance premiums paid by employers ($1.3 Billion - 2014)

and by investment returns (1.5 Billion - 2014) • Maintains a $12 Billion Accident Fund• No-fault insurance coverage for 2.22 million workers and more than

221,000 registered employers• Workers cannot sue an employer or other worker for any workplace injury

• Average premium rate (2014): $1.70 per $100 of assessable payroll• Average annual claims costs (2014): $1.5 Billion

10/30/2015

3

WorkSafeBC is one of the few jurisdictions in Canada responsible for:

1. The creation and enforcement of its own OH&S Regulations and enforceable Policies.

2. Injured workers: a) wage loss compensation; b) medical treatment, rehabilitation, and c) return to work.

3. OH&S and Return to Work education, consultation, resources, and industry outreach.

4. Funding and oversight of:i. 13 Health & Safety Associations ($11.7 Million), ii. Employer performance incentive programs ($48 million + $5.8 Million in

admin costs); and iii. Several major Injury Reduction Initiatives ($3.7 Million).

[annual costs]

5

Why Social Media?

10/30/2015

4

Why use Social Media?•Powerful communication and engagement channels

7

[USM, Corporate Social Media Briefing 2014]

• In 2014 the following milestones took place:

• U.S. became a multi-platform majority (mobile + desktop)

• Mobile use surpassed desktop use

• Mobile app usage increased 52%

• Majority of all digital media time now spent on mobile apps

• U.S. digital media time spent jumped 24% in 2014

• 60% of all browser activity took place on mobile devices.[ComScore.com in the “US Mobile App Report”, 2014]

8

10/30/2015

5

Why social media for WorkSafeBC?

• To engage with workers, employers, providers, media and the general public using the communications channels they prefer

• To augment awareness, widen scope of who and how we are communicating, and to engage in two-way conversations

• To protect and enhance our corporate reputation

9

Who is Using Social Media?

10/30/2015

6

11

Research Re: Online behaviour of adults (18+) in B.C.

Survey Question: Which of the following activities have you done in the last month to learn more about a company?:

12

Watched a video produced by a company or brand 30%

Visited at brand’s website 43%

Downloaded content from a company website 23%

Read a blog written by a brand 14%

Downloaded a mobile app 11%

Followed a brand on twitter 11%

Clicked on an ad on mobile 7%

Scanned a QR or other code from a brand 4%

Source: Insights West 2014

10/30/2015

7

Online behaviour of adults(18+) in BC

Survey Question: Which of the following activities have you done in the last month to learn more about a company?

13

Watched a video produced by a company or brand 30%

Visited at brand’s website 43%

Downloaded content from a company website 23%

Read a blog written by a brand 14%

Downloaded a mobile app 11%

Followed a brand on twitter 11%

Clicked on an ad on mobile 7%

Scanned a QR or other code from a brand 4%

Source: Insights West 2014

Social media behaviour of adults in BCRecent social statistics and technographics

• 64% of the under-30 population agree “they would feel out of touch if they didn’t use social networking sites or apps regularly.”

• 74% of adults (18+) in B.C. use Facebook• 67% of adults in B.C. use YouTube• 19% of adults in B.C. use LinkedIn (growth of 38% in one year)• 13% use Instagram• 46% of adults in B.C. will read content produced by a company weekly• People in B.C. are more likely to like something that a person posted in the

past month (62%) than something that a company posted (42%)• Social media offers an opportunity to productively engage with multiple

brands • 45% of those using LinkedIn engage with up to 10 brands• 46% of Facebook users engage with up to 10 brands• 44% of Twitter followers engage with up to 10 brands

14

[Source: North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015]

10/30/2015

8

How WorkSafeBC is using Social Media

Who are we speaking to?• All workers in B.C. including:

• Workers who have/have never filed a claim• Potential employees of WorkSafeBC• Young workers

• All employers in B.C. including:• New employers who have little/no experience with WorkSafeBC• Employers in high risk industries• Small businesses and entrepreneurs

• Media• Health and safety subject matter experts

• Health care practitioners• Associations• Health and safety advocates (writers/bloggers)

• Industry and campaign partners

16

10/30/2015

9

Current Communications Platforms:

Twitter

Speaking of Safety – Blog

Vine

17

Vine• Video‐sharing app for clips up to six seconds long. Plays in a continuous loop.• Vine has a young and creative audience (largest age group is 18‐20‐year‐olds)• Appeals to social media savvy people of all ages• Reaches teens: 23% of US teens 13‐17 have posted a Vine from a mobile device

10/30/2015

10

Who is following WorkSafeBC?• Online conversations (i.e.: social networks, news sites, RSS feeds,

blogs):• WorkSafeBC is mentioned an average of 400 times/week• WorkSafeBC content earns an average of over 300 impressions/day

• Twitter: 20,000+ followers

• YouTube: 19,500 subscribers. 300,000 – 400,000 monthly views. Over 25 million lifetime views (40+% from the US)

• LinkedIn: 10,500 followers

• Speaking of Safety blog:• 1500 average monthly users• 2100 average monthly views

19

Content: our objective and principles

20

• Engage in a two-way dialogue about workplace safety

• Bring the WorkSafeBC brand to life

• Be professional and conversational

• Create a unified voice and consistent message

• Listen carefully, provide timely responses, and share helpful information

10/30/2015

11

21

Content? Engagement and Education

The work we do:• Occupational Health & Safety resources• Stats and research • Outreach campaigns and initiatives• Community events and trade shows• Media coverage• Incident response• Prevention and responding to reports of unsafe workplaces

General conversations - about workplace health and safety• Share workplace health and safety content from external sources• Relevant in the news• Sharing partner initiatives and national WCB content

Social Media is just ONE channel -part of a larger strategy

22

Launch event at ITC Construction, North Vancouver

Advertising:Number of impressions (radio) = 3.5 millionNumber of impressions (print) = 140,000

Media stories:Print coverage = 6 media outletsTV Coverage = 5 media outlets

Website visits:Tool box talk and educational material = 6,984 visits

#Speakupforsafety contest (Sept.17-Oct.24, 2014)

•#speakupforsafety mentions = 224•@worksafebc mentions = 319 •Total approx reach (followers) = 3,427,273

Example: Falls from Heights

10/30/2015

12

Measurement of Social Media

• Monthly social media Executive Summary

• Measure and report out on:• Output statistics and trends for each platform • Overall reach/impressions and engagement (followers, mentions, shares,

link clicks, posts, views, likes etc.)• Sentiment, popular content, issues, actions taken • Recommendations and next steps

• Strategic and platform-specific

23

What’s next for WorkSafeBC?

24

10/30/2015

13

Social Media Next steps

• Adding Facebook and Instagram to our list of social platforms• Looking at proactive prevention content

25

Introduction of additional platforms

Questions?