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 – emma.finn@hse.ie @finnster91 https://ie.linkedin.com/in/emmafinn81