In her Brands-Only Summit presentation, Kaiser Permanente's VP of Brand Communication, Holly Potter, talks about the launch, development, and operation of their new online platform, KP Health News. She explains how it's using brand journalism and content marketing to increase brand awareness among consumers and thought leaders.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Building brand journalism
capabilities
HOLLY POTTER
KAISER PERMANENTE
DECEMBER 9–11, 2013

2. Building Brand Journalism Capabilities
Holly Potter
Vice President, Brand Communication

3. 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 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: 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
3

5. Newsroom Workforces are Dwindling
4

6. — Scoop Nisker
“If you don’t like the news, go out
and make some of your own”
5

7. Taking Advantage of the 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
News and Press Releases
Features Stories
Blogs
Podcasts
Social Channel
Grant Information and Reporting
Corporate Information
8

10. Operating Like a Newsroom
9

11. Strong Traffic Since Launch
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
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12. Foundation for Multifaceted Storytelling
11
social
blog feature
coverage
press
release
share

13. In Practice: Our Response 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
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15. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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DECEMBER 9–11, 2013
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