Emma Finn Berlin June 2016 Final
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Transcript of Emma Finn Berlin June 2016 Final
Measuring the success of a social media campaign in
public health Emma Finn
Head of Digital – HSE Ireland
Emma Finn - @finnster81
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?
1. Who are the HSE & what do we do?
We are Ireland’s Health Service
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
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
2. But why are we using social media & how are we incorporating our values?
Because it works!
“ 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
Sharing content Knowledge & Information
Managing networks Connections with
others
We have developed a brand archetype to display our corporate values
Everyman
Care
Sage
Leader Active
Caregiver
Compassion Trust Learning
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
3. How are we measuring the effectiveness of our social media efforts?
By really focussing on data
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
• 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.
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
Let’s look at the results
• 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.
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
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
2.97% CTR Double the industry average
232% Increase in conversions from social media
33,000 Social engagements via Facebook
Thanks! Any questions? Get in touch Email – [email protected] @finnster91 https://ie.linkedin.com/in/emmafinn81