1. Measuring the success of a
social media campaign in
public health
Emma Finn
Head of Digital – HSE Ireland

2. Emma Finn - @finnster81

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. 1.
Who are the HSE
& what do we do?
We are Ireland’s Health
Service

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. 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. 2.
But why are we using social
media & how are we
incorporating our values?
Because it works!

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. Sharing content
Knowledge &
Information
Managing networks
Connections with
others

10. We have developed a brand archetype to display our corporate values
Everyman
Care
Sage
LeaderActive
Caregiver
Compassion Trust Learning

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. 3.
How are we measuring the
effectiveness of our social
media efforts?
By really focussing on data

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. • 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. 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. Let’s look at the results

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. 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. 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. 2.97% CTR
Double the industry average
232%
Increase in conversions from social media
33,000
Social engagements via Facebook

21. Thanks!
Any questions?
Get in touch
Email –
emma.finn@hse.ie
@finnster91
https://ie.linkedin.com/in/emmafinn81