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Building Brand Journalism Capabilities


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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:

Published in: News & Politics, Technology
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Building Brand Journalism Capabilities

  1. 1. Building Brand Journalism Capabilities Holly Potter Vice President, Brand Communication
  2. 2. Media Consumption is Changing More Devices, More Reliance on Social Media Percent who follow Facebook news links Those who use both a smartphone AND a tablet for news Those who use a smartphone OR a tablet for news Those who use only a desktop/laptop for digital news OR Percent who follow Twitter news links 67% 59 41 39% 24 9 The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 2
  3. 3. 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 Turn to new sources for news Are adding to the news they consume Based on weekly tablet news (N=810) users. Icons from the Noun Project. 31% 31% 43% Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group 3
  4. 4. Newsroom Workforces are Dwindling 4
  5. 5. “If you don’t like the news, go out and make some of your own” — Scoop Nisker 5
  6. 6. Taking Advantage of the Trends: 6
  7. 7. Responsive Design Desktop | Laptop Tablet – Vertical Orientation Tablet - Navigation System 7 Handset Navigation System Handset
  8. 8. Multichannel Communications Platform News and Press Releases Features Stories Blogs Podcasts Social Channels Grant Information and Reporting Corporate Information 8
  9. 9. Operating Like a Newsroom 9
  10. 10. Strong Traffic Since Launch 875,872 227,493 PAGE VIEWS 19% FROM MOBILE DEVICES VISITORS 3.85 PAGES/VISITS Data: September 12 through November 30, 2013 10 0.93% BOUNCE RATE
  11. 11. Foundation for Multifaceted Storytelling social blog share coverage 11 feature press release
  12. 12. In Practice: Our Response to Typhoon Haiyan 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. social 11/22/13 From Vivian Reyes, MD: Update from the Field – Cebu, Philippines blog share 11/25/13 San Francisco Business Times: Kaiser Pledges up to $1 Million for Typhoon Haiyan Relief 12 coverage feature press release 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
  13. 13. Thank you Holly Potter | | @htpotter 13