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Building brand journalism capabilities, presented by Holly Potter
The document discusses a presentation by Holly Potter on building brand journalism capabilities for Kaiser Permanente, highlighting changes in media consumption and the growing reliance on social media. It provides data showing increased news engagement among users of mobile devices and outlines Kaiser Permanente's approach to effective multifaceted storytelling and communication. The document also mentions their significant traffic in the lead-up to a disaster response related to Typhoon Haiyan.
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Building brand journalism capabilities, presented by Holly Potter
- 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Building brand journalism capabilities HOLLYPOTTER KAISER PERMANENTE DECEMBER 9–11, 2013
- 2. Building Brand JournalismCapabilities Holly Potter Vice President, Brand Communication
- 3. Media Consumption isChanging The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 http://stateofthemedia.org/ OR Those who use only a desktop/laptop for digital news Those who use a smartphone OR a tablet for news Those who use both a smartphone AND a tablet for news More Devices, More Reliance on Social Media 67% 39% 59 24 41 9 Percent who follow Facebook news links Percent who follow Twitter news links 2
- 4. New Data: MoreMobile, 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 3
- 5. Newsroom Workforces areDwindling 4
- 6. — Scoop Nisker “Ifyou don’t like the news, go out and make some of your own” 5
- 7. Taking Advantage ofthe Trends: share.kp.org 6
- 8. Desktop | Laptop Tablet– Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Responsive Design 7
- 9. Multichannel Communications Platform Newsand Press Releases Features Stories Blogs Podcasts Social Channel Grant Information and Reporting Corporate Information 8
- 10. Operating Like aNewsroom 9
- 11. Strong Traffic SinceLaunch Data: September 12 through November 30, 2013 875,872 PAGE VIEWS 227,493 VISITORS 19% FROM MOBILE DEVICES 3.85 PAGES/VISITS 0.93% BOUNCE RATE 10
- 12. Foundation for MultifacetedStorytelling 11 social blog feature coverage press release share
- 13. In Practice: OurResponse to Typhoon Haiyan 12 social blog feature coverage press release share 11/22/13 From Vivian Reyes, MD: Update from the Field – Cebu, Philippines 11/19/13 Disaster Response: One Health Organization’s Perspective 11/25/13 Kaiser Permanente Pledges $1 Million for Typhoon Haiyan Relief and Recovery Efforts 11/25/13 San Francisco Business Times: Kaiser Pledges up to $1 Million for Typhoon Haiyan Relief 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.
- 14. Thank you Holly Potter| share.kp.org | @htpotter 13
- 15. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more aboutpast and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS