Building Brand Journalism Capabilities
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Building Brand Journalism Capabilities Holly Potter Vice President, Brand Communication
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Kaiser Permanente’s Holly Potter explains how their new online platform is using brand journalism and content marketing to increase brand awareness among consumers and thought leaders. - See more at: http://socialmedia.org/summit/classes/#sthash.GHFuvj3a.dpuf
Transcript of Building Brand Journalism Capabilities
Building Brand Journalism Capabilities
Holly PotterVice President, Brand Communication
Media Consumption is Changing
The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 http://stateofthemedia.org/
OR
Those who use onlya desktop/laptopfor digital news
Those who use asmartphone OR atablet for news
Those who use botha smartphone ANDa tablet for news
More Devices, More Reliance on Social Media
67% 39%
59 2441 9
Percent who followFacebook news links
Percent who followTwitter news links
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New Data: More Mobile, More NewsFor Many, Mobile Means More News
New users who said that since getting their tablet they…
Spend more time with news 31%
Turn to new sources for news 31%
Are adding to the news they consume 43%
Based on weekly tablet news (N=810) users. Icons from the Noun Project.Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group
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Newsroom Workforces are Dwindling
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— Scoop Nisker
“If you don’t like the news, go out and make some of your own”
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Taking Advantage of the Trends: share.kp.org
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Desktop | Laptop
Tablet – Vertical Orientation
HandsetHandset
Navigation System
Tablet - Navigation System
Responsive Design
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Multichannel Communications Platform
News and Press Releases
Features Stories
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information
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Operating Like a Newsroom
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Strong Traffic Since Launch
Data: September 12 through November 30, 2013
875,872PAGE VIEWS
227,493VISITORS
19%FROM MOBILE DEVICES
3.85PAGES/VISITS
0.93%BOUNCE RATE
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Foundation for Multifaceted Storytelling
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social
blog feature
coverage pressrelease
share
11/22/13
From Vivian Reyes, MD: Update from the Field – Cebu, Philippines
11/25/13
San Francisco Business Times: Kaiser Pledges up to $1 Million for Typhoon Haiyan Relief
11/25/13
Kaiser Permanente Pledges $1 Million for Typhoon Haiyan Relief and Recovery Efforts
11/19/13
Disaster Response: One Health Organization’s Perspective
Kaiser Permanente @KPShare 11 Nov
Our thoughts are with the people of the Philippines affected by Typhoon #Haiyan. Pls follow @RedCross for opportunities to help them.
In Practice: Our Response to Typhoon Haiyan
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social
blog feature
coverage pressrelease
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Thank you
Holly Potter | share.kp.org | @htpotter
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