asn: revising the digital strategy for a new age hcom512: team b ali brackettrobert chung sara...
DESCRIPTION
Mission To develop and extend knowledge of nutrition of all species through fundamental, multidisciplinary, and clinical research; facilitate communication across investigators in nutrition, medicine and related fields; support the dissemination and application of nutrition science to improve public health and clinical practice worldwide; promote graduate education and training of physicians in nutrition; provide reliable nutrition information of those in need, and advocate for nutrition research and its application to development and implementation of policies and practices related to nutrition.TRANSCRIPT
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ASN: Revising the Digital Strategy for A New AgeHCOM512: Team BAli Brackett Robert ChungSara Harrell Sondra Maas
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Vision Statemen
t
A healthier world through better nutrition research and science.
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Mission
To develop and extend knowledge of nutrition of all species through fundamental, multidisciplinary, and clinical research; facilitate communication across investigators in nutrition, medicine and related fields; support the dissemination and application of nutrition science to improve public health and clinical practice worldwide; promote graduate education and training of physicians in nutrition; provide reliable nutrition information of those in need, and advocate for nutrition research and its application to development and implementation of policies and practices related to nutrition.
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Values
●Credibility ●Excellence●Collaboration ●Integrity
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S.W.O.T. ANALYSIS
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SSTRENGTHS- Active blog with a readership of
6,000+/month- Good klout score - Strong following on Twitter and
LinkedIn- The ASN brand is a trusted messenger
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WWEAKNESSES- Blog content is trapped within the blog- Lack of meaningful interaction on social
media platforms- High health literacy needed for majority
of resources and publications; lack of easy-to-read materials for consumers
- Limited budget
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O
OPPORTUNTIES- Consumer interest in nutrition has exploded in the
digital space
- Host health-related webinars intended for consumers
- Reach new audiences through current membership base
- Loyal membership who can provide input to strategies for organizational growth
- Growing trend for non-traditional online resources (i.e. videos), which journal writers and researchers could explore
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TTHREATS- in the market and online.- Other online resources that appeal
credible because of their relevance to the consumers’ needs, yet do not have the same level of credibility as ASN (i.e. Buzzfeed, Huffington).
- Press embargoes limits partnerships with media outlets.
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ACTIONABLEGOALS
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GOALS
To closely examine ASN’s current members through formative research.
Research the search behavior of consumers seeking health information
Repurpose and promote (through current channels) existing content to create consumer-focused resources for health literacy.
Analyze event fees & membership models to revise pricing structure for all ASN offerings.
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GOALS(cont’d)
Collaborate/Partner with 5 new International Nutrition Organizations which would be promotional and mutually beneficial.
Aggressively build a Non-Member email list.
Create a corporate sponsorship and target more employers through a group discount membership.
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PERSONAREVIEW
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Gay Sung
● Professor● 35 Single ● High health literacy● Patient, nice guy, ● Research sodium ● Male● MPH in
Epidemiology● ASN’s eblast,
conference, non-member
Mrs. Andresina McManus
● Native Palauan, Guam
● 42 years old● Elementary teacher● 12yo child
diagnosed with anemia; first in family
● Looking for little-to-no cost credible health info online
Dr. Oprah Winfrey, RD, PhDASN member
● Dietitian researcher● 50 years old● Married● PhD from Texas A&M,
CP from University of Alaska (to get her RD).
● Works as Faculty at Colorado State
● Blogger, Strong social media
John Dorian (JD)
● Medical resident● 28 years old ● Single ● MD from Tufts ● Deeply in debt ● High health literacy● Looking for Failure
to Thrive research
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COMPETITIVE ANALYSIS
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BORROW● Use a logo that is appealing and
meaningful to consumers● Create and share infographics to
convey research to a much larger audience population
● Robust survey library that clearly outlines their resources for consumers
● Visible newsletter registration on homepage
AVOID / IMPROVE● Mobile optimization of website● Ability for donation - include ASN
partners/members in building its brand equity
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Infographics make scientific research
less scary and useful
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BORROW● Efficient segmentation of content to
reach specific audience demographics (scientists, consumer advocates, etc.)
● Well-organized and smart use of content including blogs
● Availability of sub-tabs for easy navigation
AVOID / IMPROVE● Slogan must be in the forefront● Student Chapters - integrate
physical into online presence
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subtabs for easy navigation
increase health literacy by segmenting
audience
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BORROW● Up-to-date rotating banner that
clicks into a particular, relevant content in the site.
● Live interactions with members● At-a-glance membership benefits
AVOID / IMPROVE● Web design aesthetics: use of color
and white space● Twitter feed that highlights
user/member engagement● Catchy blog: Food for Thought
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usefulimages promote
collaboration… pride!
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Any Questions so Far?
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STRATEGY RECOMMENDATIONS
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DESIGN
Enhance the web design to be more responsive and mobile & user friendly that offers clickable imaging and eliminate redundancy.
● Implement responsive design in the current site: it currently does not scale with browsers, and thereby the text is far too small for mobile utilization.
● Upgrade rotating banner from static stock imagery to dynamic, text-embedded graphics that are hyperlinked to relevant events and areas of the site.
● Improve ease of navigation on the site with a simple implementation of a left-top-corner nav box, a la ASBMB, to reduce nav frustration.
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Implement responsive design so anyone, anywhere, on any screen, can use the site well!
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Utilize banner with rotating images that you can click
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Make navigation intuitive with bolder colors and nav positioning
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CONTENT
Increase health literacy throughout the website (i.e. by merging Nutrition Notes and eNewsletter, adding infographics) to make it more consumer-friendly.
● Generation of infographics based on key findings: attractive to the consumer population and low health-literacy level for mass appeal
● Revise the member-targeted quarterly newsletter: remove redundancies to the website, add human-perspective pieces, images, and unique, newsletter-only content to incentivize readers to read, and broaden audience.
● Repurpose/enhance utility of the robust “Nutrition Notes” resource: create a smaller, consumer friendly version (5-8) pages for widespread distribution/marketing.
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Infographics! (Because we don’t have time to scroll, read, or even think for more than 10 seconds).
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eNewsletter needs a makeover for wider audiences.
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Nutrition Notes: 28 pages ripe for packaging for different audiences
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TECHNOLOGY
Increase Visibility of Social Media Channels and Unify Branding.
● Social Media Improvements:○ Assess presence on LinkedIn to determine
which pages to keep (Groups or Company).○ Feature Q&A or reddit AMA with current
publication authors. ● Highlight most trending/accessed journals with
homepage embedded “Top Read/Top Shared/Top Accessed” box.
● Decrease steps-to-share by implementing popular social media share buttons (i.e. embedded Pinterest share) for visual assets.
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Button up current online presence, like LinkedIn
or???
which one? both active!
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Tweaks to increase time-on-page
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REDDIT: incredible community of consumer/pop science/inquiring minds, via the AMA
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EVALUATION
● Web Analytics (Communications & Media Director) ● Social Media Analytics (Communications & Media
Director) ● Email Analytics (Communications & Media Director)● Annual Membership Survey
○ To Assess: ■ Engagement with ASN on Social Media■ Overall suggested changes ■ E-newsletter improvements ■ Overall communication with members
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OUTSIDE THE BOX
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Stretch Ideas!● NUTRITION.ORG (ASN as founding organization)
● Acquire/merge with IFIC (a consumer sister site or integrate into ASN)
An idea that is not dangerous is unworthy of being called an idea at all.
– Oscar Wilde
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THANK YOU #HCOM512!
Ali Sara Rob Sondra
orrrrrr? lol jk maybe..