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Digital Communication and Engagement 2019-20

The CCG continues to work to align its online presence with programmes of work. Our digital channels allow us to build an honest, open and transparent relationship about the work we are doing with our local residents, patients and stakeholders.

 

In the last year the East Berkshire CCG website has had:

  • 39,274 users visit the website
  • 90,403 unique page views
  • 6% of users are accessing the website via a desktop computer, 37.2% mobile, 6.2% tablet

 

Website users are coming from:

  • 23,662 (58.6%) Organic search e.g. using Google
  • 9,498 (23.5%) Direct hit to the website
  • 6,011 (14.9%) referral from other websites
  • 1,175 (2.9%) from social media

 

We continue to develop our social media presence. By using social media, we aim to:

  • engage patients, residents, partners and stakeholders in a genuine two way conversation
  • reach a diverse range of people across NHS East Berkshire
  • listen to the views, experiences and feedback of our patients, residents and partners about our services to help inform commissioning decisions
  • promote the way patient, residents, our partners and other stakeholders can get involved with the CCG
  • inform and empower patients and residents to change behaviour
  • work collaboratively with our partners and stakeholders to encourage them to share and promote our messages to reach a wider audience (and vice versa)
  • encourage staff and member practices to support, promote and take part in our activities

 

By using social media we also aim to drive more people to our website where they can access additional information on the work we are doing and how they can help shape and get involved with their local NHS. The website analytics show 1,175 hits to our website are from social media.

 

In the last year, the East Berkshire Twitter account has had:

  • 566 sent tweets• 281 new followers, bringing the total to 1324
  • 1300 clicks on links in tweets
  • 602 retweets
  • 916 likes

The CCG Facebook page continues to grow as a communication channel. In the last year, it has had:

  • 171 new followers
  • 138 page likes
  • 176,522 reach (reach is the number of people who have had any content from the NHS East Berkshire CCG Facebook page on their screen)

 

Through our Facebook page, we have posted a total of 467 posts over the past 12 months which have had:

  • 3873 post clicks
  • 2227 reactions, comments and shares

 

The top post was ‘Christmas pharmacy opening times’ which had a reach of 14,301.

 

In August 2019, the CCG decided to launch a CCG Instagram account. Instagram complements existing CCG social media channels, and enables the CCG to connect with a younger audience as well as parents that may not necessarily be reached by our existing channels. Since its launch, the Instagram account has a total of 219 followers who range in age:-

  • 6% of followers are aged 18-24
  • 30% aged 25-34
  • 33% aged 35-44
  • 21% aged 45-54
  • 6% aged 55-64
  • 4% aged 65+

In the coming year, as part of our social media strategy we will be looking to increase our following among those aged 18-24.

 

By using social media we also aim to drive more people to our website where they can access additional information on the work we are doing and how they can help shape and get involved with their local NHS. The website analytics show 1332 hits to our website are from social media.

 

The account is also used for live streaming events such as Annual General Meetings, (AGM) and the Community Partnership Forum.

 

We continue to increase our presence on local Facebook groups to target our communications and engagement messages. This is a real highlight as local groups enable us to connect and engage directly with community groups who we might not reach through other channels. It also allows us to personalise our messages to various target groups.

 

We continue to share messages across various groups including:

  • Gossip girls
  • Generic parent groups as well as specific ones for toddler groups and older children
  • Local village pages, e.g. Datchet Eye,
  • We Love groups – e.g. We love Bracknell, We love Crowthorne
  • Ethnic minority groups
  • Seldom heard groups, e.g. Polish community, Nepalese community