The document summarizes how the marketing and PR departments of Kaiser Permanente initially organized their social media practices separately, with some tensions between their different approaches. It then describes how watching The Music Man helped the author realize the departments' social practices could be merged if they worked together. The document provides examples of how the merged social media strategy led to improved results, such as increased traffic to their website and more positive reviews, demonstrating the value of collaboration between marketing and PR.

1. Merging social practices into
one... and how a musical
helped us find our way
VINCE GOLLA
KAISER PERMANENTE
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Case Study: Merging Social Practices Into One
…and How a Musical Helped Us Find Our Way
Vince Golla, Director of Social Media
@vincegolla
October 28, 2014

3. Leading the Affordability Discussion
“The new starting point must be how much individuals and
families can afford to spend on health care, how much
companies can afford to spend on coverage plans for their
employees, and what portion of the budget governments can
afford to set aside for care. Then it becomes the
responsibility of the health care industry to figure out
how to deliver high-quality care at that price. “
2
— Bernard J. Tyson, Chairman and CEO, Kaiser Permanente

4. How We Organize – AKA, ‘The Cloverleaf’
3
Paid Media
Thrive Ads, TV,
Radio, Social,
Out of Home,
Online
Social Digital
Twitter, Facebook,
LinkedIn, SEO
Earned Media
Traditional Media, Blogs,
Word of Mouth
Owned Media
Share
Food for Health
Total Health Radio
kp.org/thrive
/vivabien

5. Why the Cloverleaf Matters – Newsrooms Are Dwindling…
4
31% decrease, 2006-present (!)

6. …but Consumers Who Buy New Tech Consume More News
5
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%
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

7. Desktop | Laptop
Tablet – Vertical Orientation
Handset Handset
Navigation
System
Tablet - Navigation System
Share.kp.org

8. Share: Strong Traffic Since Launch
4,999,939
PAGE VIEWS
Data: September 12, 2013, through Oct. 25, 2014
979,293
UNIQUE VISITORS
24.1%
FROM MOBILE DEVICES
3.66
PAGES/VISIT
2.26%
BOUNCE RATE
7

9. Marketing moves to create separate
social properties. PR thinks
Marketing is crazy. Marketing
thinks PR is stiff and inflexible.
Much hilarity ensues. (illustrate)

10. Thankfully, Channel Surfing Late One Night I Found…
9

11. Two Unlikely Social Media Mentors
Richard Rodgers Oscar
10
Hammerstein II

12. And I Found Everything I Needed to Know About Combining
Social Forces
Brightly!
11

13. 12
“I'd like to say a word for the farmer
He come out west and made a lot of changes
He come out west and built a lot of fences
And built 'em right across our cattle ranges!”

14. Example: Our ‘4 Questions of Social Readiness’ – Much
Higher Bar for Marketing than for PR
13

15. 14
“The farmer is a good and thrifty citizen
No matter what the cowman says or thinks
You seldom see him drinkin’ in a barroom
(Unless someone else is buyin’ drinks!)”

16. Catch the Wave, Parsimonious PR Guy – Ad
Spend Moving to Digital and Social
“…most marketers believe that their spending on digital
marketing will soon exceed their traditional media
spending, if it hasn’t already. That’s according to newly
released results from a ThinkVine survey fielded among
200 senior-level marketers, which found that digital has
already surpassed traditional media in spending for
one-quarter of respondents.“
15
—ThinkVine.com survey, April 2014

17. This Farmer Can’t Pay for This Exposure – Until Now
16

18. Surprise! Our Content Can Coexist, After All
17

19. 18
“Territory folk should stick together
Territory folk should all be pals
Cowboys dance with farmers’ daughters
Farmers dance with the ranchers’ gals!”

20. Why? Because the Business Needs
Results, More Than Ever – from All
Of Us

21. Shared Metrics Work: ‘The Funnel’
20

22. 21
“I'd like to say a word for the cowboy
The road he treads is difficult and stony
He rides for days on end with jist a pony for a friend
(I sure do feel sorry for the pony!)”

23. Feeding Acquisition Site … with PR Blog (Recipes)
22

24. And Feeding Member eNewsletter…
23

25. Brings the Food For Health Blog …
24

26. …a Bounty of Readership
25

27. PR Creates Shareable Content, Marketing eNewsletter Re-Uses
the Content - and ‘Breaks’ PR’s Site
26
• 108K page views to
share.kp.org in 5 days
• Total Health Radio
goes from 30th most
requested page to 3rd
most requested

28. Joint Project: Mapping Brokers’ Social Media
Presences
27

29. Tackling Review Sites for 600 Locations, 18K Doctors
28

30. Questions? Thank You!
vince.golla@kp.org
@vincegolla
(510) 271-6007
29

31. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014