Golden Gate University PR Class
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This document discusses how brand journalism, content marketing, and social media can be used together to create "surround sound" for a brand across paid, owned, and earned media channels. It provides examples of how Kaiser Permanente has successfully utilized owned media platforms like its Share website and Total Health Radio podcast to increase traffic and engage audiences. The document emphasizes operating owned media channels like a newsroom by publishing high-quality content and syndicating it across multiple social networks to expand reach. It also discusses using social media like Twitter to provide customer service and respond to issues in a transparent manner.
Golden Gate University PR Class
- 1. Brand Journalism, Content Marketing and Social Media Holly Potter, Brand Communication
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- 3. Creating Surround Sound 3 Paid, Earned, and Owned Paid Media Thrive Ads, TV, Radio, Out of Home, Online Owned Media Total Health Radio Care Stories Share Earned Media Press coverage Bloggers Word of Mouth Social & Digital Twitter, Facebook, Search Engine Opt
- 4. 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 only a desktop/laptop for digital news Those who use a smartphone OR a tablet for news Those who use both a smartphone AND a tablet for news More Devices, More Reliance on Social Media 67% 39% 59 24 41 9 Percent who follow Facebook news links Percent who follow Twitter news links
- 5. 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
- 6. New Data:The Power of Word of Mouth 6
- 7. Newsroom workforces are dwindling
- 8. Building Owned Media Capabilities “If you don’t like the news, go out and make some of your own” -Scoop Nisker 8
- 9. Desktop | Laptop Tablet – Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Taking advantage of the trends: share.kp.org
- 10. Multichannel communications platform News and Press Releases Features Stories & News Coverage Blogs Podcasts Social Channels Grant Information and Reporting Corporate Information
- 11. What success looks like on KP Share Data: September 12, 2013, through May 28, 2014 3,130,065 PAGE VIEWS 617,864 UNIQUE VISITORS 23.1% FROM MOBILE DEVICES 3.72 PAGES/VISIT 1.97% BOUNCE RATE
- 12. Share site traffic/page views – up 67% over legacy sites May 2014 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Apr May Jun July Aug Sep Oct Nov Dec Jan. '14 Feb. Mar Apr May News Center Community Benefit Share Launch of Share: discontinuation of KP News Center and Community Benefit sites
- 13. Blog Traffic/Page Views April 2014 0 10,000 20,000 30,000 40,000 50,000 60,000 Sep Oct Nov Dec Jan. '14 Feb. Mar Apr Care Stories Center for Total Health Thriving Schools History Recipes Dispatches OwnNow Everybody Walk
- 14. How we do it: Operating like a newsroom: publishing and syndication Daily huddles, weekly editorial meetings
- 15. Great research content + reddit.com post = 25,000 page views 15 • 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
- 16. 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
- 17. 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 17
- 18. And you can help extend the reachtoo . . . Share is, in fact, designed for sharing
- 19. Or maybe you want to sharemultiple pieces of content . . .
- 20. Patient Story on LinkedIn Uncovers a BrandAdvocate 20
- 24. 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 24
- 25. 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
- 26. Responding to Issues on Twitter 26
- 30. 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.June 14, 2014
- 31. Thank you Holly Potter || @htpotter 31