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Building brand journalism capabilities, presented by Holly Potter


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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.

Published in: Social Media, Technology, Business
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Building brand journalism capabilities, presented by Holly Potter

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Building brand journalism capabilities HOLLY POTTER KAISER PERMANENTE DECEMBER 9–11, 2013
  2. 2. Building Brand Journalism Capabilities Holly Potter Vice President, Brand Communication
  3. 3. Media Consumption is Changing The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 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. 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. 5. Newsroom Workforces are Dwindling 4
  6. 6. — Scoop Nisker “If you don’t like the news, go out and make some of your own” 5
  7. 7. Taking Advantage of the Trends: 6
  8. 8. Desktop | Laptop Tablet – Vertical Orientation Handset Handset Navigation System Tablet - Navigation System Responsive Design 7
  9. 9. Multichannel Communications Platform News and Press Releases Features Stories Blogs Podcasts Social Channel Grant Information and Reporting Corporate Information 8
  10. 10. Operating Like a Newsroom 9
  11. 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 10
  12. 12. Foundation for Multifaceted Storytelling 11 social blog feature coverage press release share
  13. 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. 14. Thank you Holly Potter | | @htpotter 13
  15. 15. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS