golden gate university pr class
DESCRIPTION
Presentation to integrated marketing and public relations classTRANSCRIPT
![Page 1: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/1.jpg)
Brand Journalism, Content Marketing and Social Media
Holly Potter, Brand Communication
![Page 2: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/2.jpg)
2
![Page 3: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/3.jpg)
Creating Surround Sound
3
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
![Page 4: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/4.jpg)
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
![Page 5: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/5.jpg)
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
![Page 6: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/6.jpg)
New Data: The Power of Word of Mouth
6
![Page 7: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/7.jpg)
Newsroom workforces are dwindling
![Page 8: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/8.jpg)
Building Owned Media Capabilities
“If you don’t like the news, go out and make some of your own”
-Scoop Nisker
8
![Page 9: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/9.jpg)
Desktop | Laptop
Tablet – Vertical Orientation
HandsetHandsetNavigation System
Tablet - Navigation System
Taking advantage of the trends: share.kp.org
![Page 10: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/10.jpg)
Multichannel communications platform
News and Press Releases
Features Stories & News Coverage
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information
![Page 11: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/11.jpg)
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
![Page 12: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/12.jpg)
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
![Page 13: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/13.jpg)
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
![Page 14: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/14.jpg)
How we do it: Operating like a newsroom: publishing and syndicationDaily huddles, weekly editorial meetings
![Page 15: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/15.jpg)
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
![Page 16: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/16.jpg)
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
![Page 17: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/17.jpg)
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
![Page 18: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/18.jpg)
And you can help extend the reach too . . . Share is, in fact, designed for sharing
![Page 19: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/19.jpg)
Or maybe you want to share multiple pieces of content . . .
![Page 20: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/20.jpg)
Patient Story on LinkedIn Uncovers a Brand Advocate
20
![Page 21: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/21.jpg)
Total Health Radio
21
![Page 22: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/22.jpg)
Shareable Content
22
![Page 23: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/23.jpg)
Employees are Important Advocates
23
![Page 24: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/24.jpg)
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
![Page 25: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/25.jpg)
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
![Page 26: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/26.jpg)
Responding to Issues on Twitter
26
![Page 27: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/27.jpg)
Response is Acknowledged
27
![Page 28: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/28.jpg)
Demonstrate Listening
28
![Page 29: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/29.jpg)
RISKS AND PITFALLS
![Page 30: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/30.jpg)
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
![Page 31: Golden Gate University PR Class](https://reader036.vdocuments.net/reader036/viewer/2022081518/554cdb35b4c905d1488b4df9/html5/thumbnails/31.jpg)
Thank you
Holly Potter || @htpotter
31