Results! How Brand Journalism Boosts Everything Including Your Bottom Line

Lisa Arledge Powell, MediaSource Michael Schmidt, Arnold Palmer Medical Center Foundation

@LisaArledge @MediaSourceTV larledge@MediaSourceTV.com @_MikeSchmidt @APHospital michael.schmidt@orlandohealth.com

November 3, 2015

#raganbrandjournalism

@LisaArledge @_MikeSchmidt#raganbrandjournalism

DefinitionBrand Journalism:

Discovering and creating news content on behalf of a brand.

• Not just news-style – actual newsworthy content • Focuses on audience and their needs • Very little branding

Source: MediaSource

Brand Journalist:

Creates news content on behalf of a brand

Definition

@LisaArledge @_MikeSchmidt

Which (BRAND) Journalist Are You?

http://bit.ly/WhatTypeOfBrandJournalistAreYou

#raganbrandjournalism @LisaArledge @_MikeSchmidt

http://bit.ly/WhatTypeOfBrandJournalistAreYou

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Which (BRAND) Journalist Are You?

Lisa Arledge Powell MacKenzie McHale

Queen of Chaos

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Which (BRAND) Journalist Are You?

Michael Schmidt Murphy Brown Determined to win

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Which (BRAND) Journalist Are You?

Mark Ragan Ron BurgundyCamera-Ready

http://bit.ly/WhatTypeOfBrandJournalistAreYou

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Which (BRAND) Journalist Are You?

Creates news content on behalf of a brand

A journalist with many more hats

Brand Journalist

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Journalist vs. Brand Journalist

Brand Journalist: A journalist with more hats

• Reporter who understands storytelling • Sales guru who can identify what stories to tell • PR professional who knows how to get buzz • Branding genius who understands subtle branding • Blogger who lives by SEO and other technology • Analytics guru who understands how to measure results

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Measuring Brand Journalism• Start with the end in mind

• Understand goals • Content should match goals • Distribution plan should match goals

• Set up measurement systems in advance

• Show stakeholders "mock report" in advance

What am I measuring?

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Start Brand Journalism Now

STOP writing press releases and START telling stories

#raganbrandjournalism @LisaArledge @_MikeSchmidt

A Different Kind of Storytelling

• Tell our success stories in a dynamic and captivating way • Create videos that are "contagious" content • Immerse viewers in the patient “experience” we deliver • Reach more people with our stories and brand promise • Celebrate those we serve, NOT ourselves • "Un-Brand" our stories

#raganbrandjournalism @LisaArledge @_MikeSchmidt

@LisaArledge @_MikeSchmidt#raganbrandjournalism

The Thank You Project

KelliesThankYouProject.com

• Stories – warm, personal videos, documenting details of someone’s experience.

• Relevant, meaningful to anyone • Designed to emotionally engage viewers and compel them to share

the amazing viewing experience with others. It’s contagious content.

• Communicates excellence by showing, not telling. • Try to document a story as it happens, not a recap.

#raganbrandjournalism @LisaArledge @_MikeSchmidt

A Different Kind of Storytelling

• Consumers are leery of more marketing on digital platforms

• Need to approach digital through the consumer’s point of view

• Stories are a universal language that appeal to our humanity

• Reflecting on your success/impact naturally breeds stories

• Emotion trumps reason - empathy is powerful

#raganbrandjournalism @LisaArledge @_MikeSchmidt

A Different Kind of Storytelling

• As a hospital, we deliver experiences. • By immersing viewers into that experience they learn more

than billboards and commercials can convey. • It’s genuine and real. • It’s relatable and provokes memories of similar experiences.

#raganbrandjournalism @LisaArledge @_MikeSchmidt

A Different Kind of Storytelling

Four Types of Stories Anyone Can Use

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Start with the end goal for viewers

1. What should the viewer feel after watching your video?

2. What should they feel compelled to do?

3. How should their view of your company have changed?

4. What will happen if they envision themselves in the subject’s

shoes?

#raganbrandjournalism @LisaArledge @_MikeSchmidt

How We Find Great Stories

You have stories if you know where to look • Who is on the front lines, encountering your customer? • What do they commonly see, experience, learn? • What stories stick with them?

• ...challenge them to do their job better? • ...keep them coming to work each day?

• Create channels for people to send stories to you

#raganbrandjournalism @LisaArledge @_MikeSchmidt

• Who is the best person to tell the story? • What’s the hook? The “ah-hah” moment? The milestone moment • How can you showcase your hospital’s value through someone’s story? • How can you use a story to show the patient experience? • Can you use user content to tell the story?

Shaping a Great Story

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Launching Viral Stories

#raganbrandjournalism @LisaArledge @_MikeSchmidt

• Coordinate social media launch • Promoted posts

• Launch internally with employees • Local Media pitching - Internal Media Team • Viral website pitching

But...we knew we could reach a bigger audience.

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Launching Viral Stories

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Thank You Project Results • 4.8 million YouTube views • 99,000+ Facebook views of original post • YouTube URL: 23,000+ social shares • Today Show URL: 12,000+ social shares • Total Earned + Owned + Paid: 109 million in audience

1. Editorial strategy 2. Content production 3. Integrated distribution 4. Media relations 5. Integrated measurement

Steps to High Impact Brand Journalism

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Earned + owned + paid Integrated Distribution

Earned MediaOwned Media

Paid Media

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Earned + owned + paid

• Traditional PR measurement • Reach/audience • Advertising value

• Owned media engagement • Social media impact + shares • New business

Integrated Measurement

#raganbrandjournalism @LisaArledge @_MikeSchmidt

How am I helping the business?

Brand Journalism Drives Business

• New sales (patients, etc.) • Customer retention • Filling research trials • Recruiting top tier staff

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Brand Journalism Drives Business

#raganbrandjournalism @LisaArledge @_MikeSchmidt

MultimediaNewsroom.TV

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Brand Journalism Drives Business

7 new surgical consultations scheduled at Orlando Health (many from New York)

Reach: 86 million

Major earned media included: WCBS-TV New York Yahoo! News FoxNews.com

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Brand Journalism Drives Business

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Brand Journalism Drives Business

Patient inquiries: 1,700+ emails 250 calls 330 social media inquires

105 new clinic patients 5 patients enrolled in trial

Reach: 585 million

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Brand Journalism Drives Business

Measurement Tools Earned media measurement tools Overall media: Cision

Broadcast: TV Eyes, Critical Mention Print: Burrelle's Luce Online: Google Alerts, Meltwater

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Channel-specific: Google Analytics Facebook Insights LinkedIn Analytics, Pinterest Analytics

Social Media: Radian6, Sysomos

URL Shares: Bitly, Link Tally

Hashtag Trackers: Keyhole, Symplur

Company-owned and social media

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Measurement Tools

Understand what "driving business" means Set up measurement systems accordingly Special landing pages on website Website forms Call center reports

Customer testimonials go a long way

Driving Company Business

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Measurement Tools

Focus on the AUDIENCE Find a VOICE Be CREDIBLE Keep it SIMPLE Think VISUAL UN-BRAND your content

Brand Journalizer Content Criteria

#raganbrandjournalism @LisaArledge @_MikeSchmidt

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Share the Brand Journalizer song: bit.ly/BRANDJOURNALIZER

#raganbrandjournalism @LisaArledge @_MikeSchmidt

Results! How Brand Journalism Boosts Everything Including Your Bottom Line

Lisa Arledge Powell, MediaSource Michael Schmidt, Arnold Palmer Medical Center Foundation

@LisaArledge @MediaSourceTV larledge@MediaSourceTV.com @_MikeSchmidt @APHospital michael.schmidt@orlandohealth.com

November 3, 2015

#raganbrandjournalism