hse gavin parkinson
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![Page 1: HSE Gavin Parkinson](https://reader033.vdocument.in/reader033/viewer/2022061104/54136c068d7f7294698b45ee/html5/thumbnails/1.jpg)
Health and Safety Executive
Health and Safety Executive
eMarketing in HSE
Gavin Parkinson eMarketing Manager – [email protected]
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eMarketing in HSE
What is eMarketing to HSE?
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eMarketing in HSE
eMarketing to me
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eMarketing in HSE
eMarketing to me
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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
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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.
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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
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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
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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!
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eMarketing in HSE
2005 – website survey
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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
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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
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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
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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
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eMarketing in HSE
2008 – Growth: existing subscriptions
Email shot to 100k HSE Books customers
Target small industry groups
Exchanged for product promotion
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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
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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
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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
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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
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eMarketing in HSE
2011 – Close SMS pilot
Rationalise and prioritise
New mobile landscape
“View HSE RSS feeds on your mobile” offer
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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…
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eMarketing in HSE
HSE website
RSS Feeds Google
200+ e-Bulletins
Other websites
Intranet News Centre
Mobile
Social Media
And the future?
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eMarketing in HSE
Final thoughts…
Focus on customers
Grab opportunities to expand
Promote your team’s good work