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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