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A Look at Kaiser Permanente’s PR &Social Media Engagement
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A Look at Kaiser Permanente’s PR &Social Media Engagement

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This presentation was done by Vince Golla, Digital Media and Syndication Director at Kaiser Permanente, as part of the PR Newswire / Business Development Institute Content Marketing & Communications …

This presentation was done by Vince Golla, Digital Media and Syndication Director at Kaiser Permanente, as part of the PR Newswire / Business Development Institute Content Marketing & Communications Leadership Forum in San Francisco on May 16, 2012 - #PRNBDI

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  • 1. A Look at Kaiser Permanente‘s PR/Social MediaEngagementVince GollaDigital Media and Syndication Director
  • 2. Our First Social Media President: Calvin Coolidge? Nothing in the world can take the place of Persistence. … Persistence and determination alone are omnipotent. The slogan ‗Press On‘ has solved and always will solve the problems of the human race.‖ OR… ‗No man ever listened himself out of a job.‘
  • 3. Kaiser Permanente‘s Brand We stand for Total Health Kaiser Permanente‘s integrated health care delivery system and commitment to preventive care empower our members to maximize their Total Health—mind, body, and spirit.
  • 4. Kaiser Permanente by the Numbers* (2011)•9 million members in nine states and Washington, D.C.•3.9 million members using My Health Manager on kp.org•25.8 million lab results viewed online•10.7 million secure emails sent to physicians/clinicians•2.3 million online requests for appointments•1.1 million mammograms•1.5 million colorectal cancer screenings•167,000 employees, 16,000 physicians*Kaiser Permanente Annual Report: kp.org/annualreport
  • 5. Why Social Media •Protect and promote the brand •Extend the impact of traditional media •Improve organic search results •And ultimately, create brand champions
  • 6. Primary Social Media Platforms•News Center as the―hub‖ of PR/issues•40+ Twitter handles,25,000 total followers(not counting 100-plusdoctors, execs, comms.pros)•Facebook KPThrive,16,125 fans•YouTube channel – 500videos, 750K views•Six topic-specificblogs, including CareStories video blog
  • 7. Owned > Syndicated > Earned
  • 8. What PR Success Looks Like: KP Center for Total HealthLaunch 300+ positive media mentions in five days 130 likes/13 2,800 video comments views
  • 9. Putting It All Together (kp.org/centerfortotalhealth) Shared on Discussed Facebook and shared on TwitterVideoembeddedfromYouTube Comments made directly on Live chat hosted on blog coveritlive.com
  • 10. What PR Success Looks Like: Member w/Type 1 Diabetes 300-plus positive media mentions 2.9 million people reached, Liked – 1000+ times 1,850 tweets Shared – 1200+ times Commented – 500+ times (all of FB, not just KPThrive)
  • 11. Mobile App Launch
  • 12. eNewsletter+Video Blog = Success 15,000 blog views267,000 ―opens‖ of emailed article 50-plus requests for colon cancer screening kits 4,500 views in four days
  • 13. Successful Public-Private Partnerships: #WeightOfTheNation •41M Twitter impressions in 50 days •35K Facebook likes since launch 3/30/12 •4K Twitter followers since 3/30/12 •18K GetGlue check-ins •Screenings in 20 cities •Live-streaming post-movie Q&As •PR/metrics support •Expert counsel
  • 14. The Four Questions Are you ready to talk about the good and the bad? Are you willing to engage in direct 1:1 conversations with consumers? Are you ready for everyone (literally) to view those conversations? Are you willing to show the consumer that your organization can change or adapt based on those interactions? If you’re not able to answer “yes!” to all four, you’re probably not ready for the world of social media.
  • 15. RE Our Brand Champions – The Workplace is Changing; Are We Ready? •Nearly two-thirds of job seekers plan on asking about social media usage policies during their interviews •56% said they that if a job blocked access to social media, they would not accept the offer, or would join – and look for ways to circumvent the policy • 40% said they would take a lesser-paying job that offered more flexibility and social media access during work hours*2011 Cisco Connected World Tech Report
  • 16. Educating a Workforce of 180,000-plus•Mentions of social media inPrinciples of Responsibility↑400% in one year•Social Media Policy (est. April2009) ladders up to PoR•30,000-plus employees andphysicians on ―IdeaBook‖,our internal social mediacollaboration platform•Social Media ―Rules ofEngagement‖ gives managersan owner‘s manual•For 2012: Social Media 101 Social media policy: bit.ly/kpsmpolicy―train the trainer‖ program
  • 17. Thank You Vince Golla 510-271-6007 @vincegolla vince.golla@kp.org