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Emma Finn Berlin June 2016 Final

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Emma Finn Berlin June 2016 Final

  1. 1. Measuring the success of a social media campaign in public health Emma Finn Head of Digital – HSE Ireland
  2. 2. Emma Finn - @finnster81
  3. 3. Agenda 1. Who are the HSE and what do we do? 2. Why are we using social media and how are we incorporating our values? 3. How are we measuring the success of our social media efforts?
  4. 4. 1. Who are the HSE & what do we do? We are Ireland’s Health Service
  5. 5. The HSE is Ireland’s Health Service • We take care of people in hospitals and community health and social care services all over Ireland • Everyone living in Ireland will use a HSE service at least once each year • We are part of every birth, stay with you as you grow, play a supportive role through important life stages, and we will guide most people through their final days • We are also Ireland’s largest employer, with over 100,000 people working with us to protect and care for our nation’s health Hospitals and Cancer Care Maternity and Early Years Mental Health Older People and Disabilities Health and Wellbeing Clinical Strategy and Programmes CIO, HR, Finance, Quality, Comms
  6. 6. The HSE social media footprint 15 Twitter Handles 20,000 + followers 10 Facebook Accounts 100,000 + fans 1 YouTube channel 250,000 + views in 2015
  7. 7. 2. But why are we using social media & how are we incorporating our values? Because it works!
  8. 8. “ Man is by nature a social animal; an individual who is unsocial naturally and not accidentally is either beneath our notice or more than human. Society is something that precedes the individual. Anyone who either cannot lead the common life or is so self-sufficient as not to need to, and therefore does not partake of society, is either a beast or a god. - Aristotle
  9. 9. Sharing content Knowledge & Information Managing networks Connections with others
  10. 10. We have developed a brand archetype to display our corporate values Everyman Care Sage LeaderActive Caregiver Compassion Trust Learning
  11. 11. What does this mean? Caregiver • Positive • Responsive • Helpful • Consistent • Honest Everyman • Down to earth • One of us • Everyday/everyone • Community • Friendly Sage • Shares information • Leading authority on health information • Access to health experts Leader • Inspirational • Authoritative • Knowledgeable • Guiding Active • Proactive • Can do attitude • Takes charge • Does not wait for someone else to respond
  12. 12. 3. How are we measuring the effectiveness of our social media efforts? By really focussing on data
  13. 13. 1.7 million Impressions 205% Increase in web traffic from Twitter 4,803 New Twitter Followers 16 million Followers within reach of our top 200 followers on Twitter
  14. 14. • The Quit campaign is our award winning smoking cessation programme in Ireland. • This programme has a multi-channel approach with a focus on converting people to use our online Quit plan.
  15. 15. Clearly defined roles for all our media channels SOCIAL provides Help to stick with it TV & Video shows Why to Quit Radio & Digital shows How to Quit
  16. 16. Let’s look at the results
  17. 17. • Cervical check is Ireland’s National Cervical Screening Programme. • We provide free smear tests to women aged 25 to 60. • A smear test is a simple procedure that only takes minutes and is the most effective way to detect changes in the cells of the cervix.
  18. 18. Our social objectives 1. Through regular screening and user participation, normalise and make regular cervical screening routine health behaviour 2. Build awareness and understanding of the importance of regular screening across all age categories 3. Increase uptake of first screening and regular screening over 35 year period That’s not for me I will check it out and book I need to tell others to do it
  19. 19. Creative and messaging to address each stage That’s not for me I will check it out and book I need to tell others to do it
  20. 20. 2.97% CTR Double the industry average 232% Increase in conversions from social media 33,000 Social engagements via Facebook
  21. 21. Thanks! Any questions? Get in touch Email – emma.finn@hse.ie @finnster91 https://ie.linkedin.com/in/emmafinn81

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