merging social practices into one... and how a musical helped us find our way, presented by vince...
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Merging social practices intoone... and how a musicalhelped us find our way
VINCE GOLLAKAISER PERMANENTE
Case Study: Merging Social Practices Into One …and How a Musical Helped Us Find Our Way
Vince Golla, Director of Social Media @vincegolla
October 28, 2014
Leading the Affordability Discussion
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— Bernard J. Tyson, Chairman and CEO, Kaiser Permanente
“The new starting point must be how much individuals and families can afford to spend on health care, how much companies can afford to spend on coverage plans for their employees, and what portion of the budget governments can afford to set aside for care. Then it becomes the responsibility of the health care industry to figure out how to deliver high-quality care at that price. “
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How We Organize – AKA, ‘The Cloverleaf’
Paid Media
Thrive Ads, TV,
Radio, Social,
Out of Home,
Online
Earned Media
Traditional Media, Blogs,
Word of Mouth
Social & Digital Twitter, Facebook,
LinkedIn, SEO
Owned Media Share
Food for Health
Total Health Radio
kp.org/thrive
& /vivabien
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Why the Cloverleaf Matters – Newsrooms Are Dwindling…
31% decrease, 2006-present (!)
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…but Consumers Who Buy New Tech Consume More News
43%
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
Desktop | Laptop
Tablet – Vertical Orientation
Handset Handset
Navigation
System
Tablet - Navigation System
Share.kp.org
Share: Strong Traffic Since Launch
Data: September 12, 2013, through Oct. 25, 2014
4,999,939 PAGE VIEWS
979,293 UNIQUE VISITORS
24.1% FROM MOBILE DEVICES
3.66 PAGES/VISIT
2.26% BOUNCE RATE
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Marketing moves to create separate social properties. PR thinks Marketing is crazy. Marketing thinks PR is stiff and inflexible. Much hilarity ensues. (illustrate)
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Thankfully, Channel Surfing Late One Night I Found…
Two Unlikely Social Media Mentors
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Richard Rodgers Oscar
Hammerstein II
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And I Found Everything I Needed to Know About Combining Social Forces
Brightly!
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“I'd like to say a word for the farmer
He come out west and made a lot of changes
He come out west and built a lot of fences
And built 'em right across our cattle ranges!”
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Example: Our ‘4 Questions of Social Readiness’ – Much Higher Bar for Marketing than for PR
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“The farmer is a good and thrifty citizen
No matter what the cowman says or thinks
You seldom see him drinkin’ in a barroom
(Unless someone else is buyin’ drinks!)”
Catch the Wave, Parsimonious PR Guy – Ad Spend Moving to Digital and Social
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—ThinkVine.com survey, April 2014
“…most marketers believe that their spending on digital marketing will soon exceed their traditional media spending, if it hasn’t already. That’s according to newly released results from a ThinkVine survey fielded among 200 senior-level marketers, which found that digital has already surpassed traditional media in spending for one-quarter of respondents.“
This Farmer Can’t Pay for This Exposure – Until Now
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Surprise! Our Content Can Coexist, After All
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“Territory folk should stick together
Territory folk should all be pals
Cowboys dance with farmers’ daughters
Farmers dance with the ranchers’ gals!”
Why? Because the Business Needs Results, More Than Ever – from All Of Us
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Shared Metrics Work: ‘The Funnel’
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“I'd like to say a word for the cowboy
The road he treads is difficult and stony
He rides for days on end with jist a pony for a friend
(I sure do feel sorry for the pony!)”
Feeding Acquisition Site … with PR Blog (Recipes)
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And Feeding Member eNewsletter…
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Brings the Food For Health Blog …
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…a Bounty of Readership
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PR Creates Shareable Content, Marketing eNewsletter Re-Uses the Content - and ‘Breaks’ PR’s Site
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• 108K page views to
share.kp.org in 5 days
• Total Health Radio
goes from 30th most
requested page to 3rd
most requested
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Joint Project: Mapping Brokers’ Social Media Presences
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Tackling Review Sites for 600 Locations, 18K Doctors
Learn more about past andupcoming events
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014