Health and Safety Health and SafetyExecutive Executive eMarketing in HSE Gavin Parkinson eMarketing Manager – HSE firstname.lastname@example.org
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 work A variety of growth tactics Adapting the approach along the way Cheap, easy to use solutions Established eMarketing as the norm
eMarketing in HSE HSE’s job: Prevent people being, killed, injured or made ill by workCo-regulators with LAs: inspect, investigate andenforce.4k+ Improvement Notices 1k+ prosecutionsAdvice and guidance to help makeworkplaces safer places.
eMarketing in HSE HSE Communications Strategy: digital by default80k visits every day Products and services: Website Intranet Extranet40k webpages Video audio Communities Email RSS150 microsites Publications e-commerceNo.3 in Govt: quality accessibility* Audience: Team structure: Health & safety profs Production Employers Standards Academics Innovation Workers Site Integrity eMarketing
eMarketing in HSE HSE’s eMarketing TeamPublicity planning Email design 24/7 cover RSS Feeds Web metrics Intranet News Web news Strategy delivery Search optimise Web audits
eMarketing in HSEDrive 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 HSE2006 – email marketing pilotWeekly digest of updates on the websiteModest aims (test the water)Adapt existing tools (free!) “Launch a What’s New atText only (accessible) hse.gov.uk emailManual copy and paste newsletter, aiming for 5KEmails only subscriptions by March 2007” Gavin’s Performance Agreement 2006/7
eMarketing in HSE2006 – What’s New via RSS feeds pilotDriven by WordPress (free!)One way comms (Blog features off)Categorised contentOne communication, multiple destinations
eMarketing in HSE 2007 – first “segmented” eBulletinsConstruction eBulletinRegional update to international corporate commsWritten by an Inspector aimed at businessesSubscriber migration – give customer choices
eMarketing in HSE2007 – Mobile SMS Text alertsWider choiceGrowing “smartphone” audienceConstruction and Public Consultation alertsShort, timely messages, link to websiteFree to (un)subscribe and receive textsModest subscription rates
eMarketing in HSE2008 – Growth: existing subscriptions Email shot to 100k HSE Books customers Target small industry groups Exchanged for product promotion
eMarketing in HSE2008 – 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 servicesOffshore Europe 2011 conference100 flyers returned800 new subscriptions
eMarketing in HSE2010 – 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 HSE2011 – Advisory call centre closureDigital by default – contact via website onlySubscriptions provide proactive communicationsAn eBulletin and RSS feed for every industry topic1000 new subscriptions a month
eMarketing in HSE2011 – Close SMS pilotRationalise and prioritiseNew mobile landscape“View HSE RSS feeds on your mobile” offer
eMarketing in HSE The present… RSS Feeds HSE website Google What’s New E-Bulletin Other websitesMonthly Visits: 70k Intranet News Centre 1 in 20 visiting via RSS & e-Bulletin!!! - 80% traffic via Google - 75k e-Bulletin subscribers - 42k visit from What’s New - 3k visits to NC daily - 66k visits from e-Bulletin - 15k from RSS readers - Overall visits to website 2.2 million
eMarketing in HSE And the future? RSS Feeds Google HSE website 200+ e-Bulletins Other websites Intranet News Centre Mobile Social Media
eMarketing in HSEFinal thoughts…Focus on customersGrab opportunities to expandPromote your team’s good work
eMarketing in HSE Thankyou! Questions? Get in touch email@example.com