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Kaiser Permanente’s Holly Potter explains how their new online platform is using brand journalism and content marketing to increase brand awareness among consumers and thought leaders. - See more at: http://socialmedia.org/summit/classes/#sthash.GHFuvj3a.dpuf
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Building Brand Journalism Capabilities
Holly PotterVice President, Brand Communication
Media Consumption is Changing
The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 http://stateofthemedia.org/
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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
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New Data: More Mobile, More NewsFor 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
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Newsroom Workforces are Dwindling
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— Scoop Nisker
“If you don’t like the news, go out and make some of your own”
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Taking Advantage of the Trends: share.kp.org
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Desktop | Laptop
Tablet – Vertical Orientation
HandsetHandset
Navigation System
Tablet - Navigation System
Responsive Design
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Multichannel Communications Platform
News and Press Releases
Features Stories
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information
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Operating Like a Newsroom
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Strong Traffic Since Launch
Data: September 12 through November 30, 2013
875,872PAGE VIEWS
227,493VISITORS
19%FROM MOBILE DEVICES
3.85PAGES/VISITS
0.93%BOUNCE RATE
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Foundation for Multifaceted Storytelling
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social
blog feature
coverage pressrelease
share
11/22/13
From Vivian Reyes, MD: Update from the Field – Cebu, Philippines
11/25/13
San Francisco Business Times: Kaiser Pledges up to $1 Million for Typhoon Haiyan Relief
11/25/13
Kaiser Permanente Pledges $1 Million for Typhoon Haiyan Relief and Recovery Efforts
11/19/13
Disaster Response: One Health Organization’s Perspective
Kaiser Permanente @KPShare 11 Nov
Our thoughts are with the people of the Philippines affected by Typhoon #Haiyan. Pls follow @RedCross for opportunities to help them.
In Practice: Our Response to Typhoon Haiyan
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social
blog feature
coverage pressrelease
share
Thank you
Holly Potter | share.kp.org | @htpotter
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