Brand Journalism, Content Marketing and Social Media
Holly Potter, Brand Communication
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Creating Surround Sound
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Paid, Earned, and Owned
Paid MediaThrive Ads, TV,Radio, Outof Home,Online
Owned MediaTotal Health
RadioCare Stories
Share
Earned MediaPress coverage Bloggers
Word of Mouth
Social & DigitalTwitter, Facebook,
Search EngineOpt
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
New Data: More Mobile, More News
For 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
New Data: The Power of Word of Mouth
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Newsroom workforces are dwindling
Building Owned Media Capabilities
“If you don’t like the news, go out and make some of your own”
-Scoop Nisker
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Desktop | Laptop
Tablet – Vertical Orientation
HandsetHandsetNavigation System
Tablet - Navigation System
Taking advantage of the trends: share.kp.org
Multichannel communications platform
News and Press Releases
Features Stories & News Coverage
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information
What success looks like on KP Share
Data: September 12, 2013, through May 28, 2014
3,130,065PAGE VIEWS
617,864UNIQUE VISITORS
23.1%FROM MOBILE DEVICES
3.72PAGES/VISIT
1.97%BOUNCE RATE
Share site traffic/page views – up 67% over legacy sites
May 2014
Apr May Jun July Aug Sep Oct Nov Dec Jan. '14
Feb. Mar Apr May0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
News Center
Community Benefit
Share
Launch of Share: discontinuation of KP News Center and Community Benefit sites
Blog Traffic/Page Views
April 2014
Sep Oct Nov Dec Jan. '14 Feb. Mar Apr0
10,000
20,000
30,000
40,000
50,000
60,000
Care Stories
Center for Total Health
Thriving Schools
History
Recipes
Dispatches
OwnNow
Everybody Walk
How we do it: Operating like a newsroom: publishing and syndicationDaily huddles, weekly editorial meetings
Great research content + reddit.com post = 25,000 page views
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• Colorectal cancer news release published in Share Feb. 3
• Due to Tweet posted to Reddit, more than 27,000 page views in subsequent days
• Most requested piece of content on Share Feb. 4-7
The value of integration: Friday, May 16, the day Partners In Health ‘broke’ share.kp.org
• Partners In Health drove 107,710 page views on share.kp.org in five days
• Total Health Radio went from the 30th most requested page to 3rd most requested in 5 days
Creating Brand Champions
“We are in an era of skepticism; people need to see or hear something three to five times in different places before believing it.”
- Richard Edelman
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And you can help extend the reach too . . . Share is, in fact, designed for sharing
Or maybe you want to share multiple pieces of content . . .
Patient Story on LinkedIn Uncovers a Brand Advocate
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Total Health Radio
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Shareable Content
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Employees are Important Advocates
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Promoting and Protecting the Brand
“We have a weird job. Some bozo wakes up and tweets something stupid and they own your day.”
-Andy Sernovitz
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Service via Twitter: @kpmemberservice
• Launched in May 2010• Four-member team, M-F business hours• Actively monitor and triage member
concerns on Twitter• Engage and take conversation offline• Share helpful hints with members• Approved by California regulators
Responding to Issues on Twitter
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Response is Acknowledged
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Demonstrate Listening
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RISKS AND PITFALLS
The Four Questions
1. Are you ready to talk about the good and the bad?
2. Are you willing to engage in direct 1:1 conversations?
3. Are you ready for everyone (literally) to view those conversations?
4. Are you willing to show that your organization can and will adapt to the feedback received in those conversations?
30 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.April 11, 2023
Thank you
Holly Potter || @htpotter
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