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Brand Journalism at the PreCommerce Summit
Building Brand Journalism Capabilities Media consumption habits are changing as people increasingly use mobile devices like smartphones and tablets to access news. This has led to more reliance on social media for finding and sharing news links as well as more time spent with news from new sources on mobile. In response, organizations need to operate more like newsrooms by creating and curating multichannel content across different devices and social platforms. This allows them to take advantage of mobile trends and increases their online presence, as demonstrated by strong traffic and engagement metrics for Kaiser Permanente's new digital news hub since its launch.
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Brand Journalism at the PreCommerce Summit
- 1. Building Brand JournalismCapabilities Holly Potter Vice President, Brand Communication
- 2. 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
- 3. 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
- 4. Newsroom Workforces areDwindling 4
- 5. — Scoop Nisker “Ifyou don’t like the news, go out and make some of your own” 5
- 6. Taking Advantage ofthe Trends: share.kp.org 6
- 7. Desktop | Laptop Tablet– Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Responsive Design 7
- 8. Multichannel Communications Platform Newsand Press Releases Features Stories Blogs Podcasts Social Channels Grant Information and Reporting Corporate Information 8
- 9. Operating Like aNewsroom 9
- 10. Increased Page Viewson New Platform Launch of Share: discontinuation of KP News Center and Community Benefit sites
- 11. Strong Traffic SinceLaunch Data: September 12, 2013, through Feb. 12, 2014 1,704,381 PAGE VIEWS 335,063 UNIQUE VISITORS 21.9% FROM MOBILE DEVICES 3.78 PAGES/VISIT 1.56% BOUNCE RATE 11
- 12. Thank you Holly Potter| share.kp.org | @htpotter 12
Editor's Notes
- #5 The incredible shrinking newsroom.
- #7 Site can be updated from any web browser (no Teamsite CMS) Add /feed/ to a directory and you have an RSS feed (increases ease of syndicating content) “Cloud” hosting increases site reliability Content posting and replication are almost instantaneous
- #12 Other great stats: *Users are spending 50 percent less time on the index page than they did on the index page of the legacy site. *172K users are on Internet Explorer, 79K Chrome, 75K Safari, 41K Firefox *2,500 “My Collections” have been created *39% of all visits arrive via search engines; more than any other source