This document discusses how brand journalism, content marketing, and social media can be used together to create "surround sound" for a brand across paid, owned, and earned media channels. It provides examples of how Kaiser Permanente has successfully utilized owned media platforms like its Share website and Total Health Radio podcast to increase traffic and engage audiences. The document emphasizes operating owned media channels like a newsroom by publishing high-quality content and syndicating it across multiple social networks to expand reach. It also discusses using social media like Twitter to provide customer service and respond to issues in a transparent manner.

1. Brand Journalism, Content
Marketing and Social Media
Holly Potter, Brand Communication

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3. Creating Surround Sound
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Paid, Earned, and Owned
Paid Media
Thrive Ads, TV,
Radio, Out
of Home,
Online
Owned Media
Total Health
Radio
Care Stories
Share
Earned Media
Press coverage Bloggers
Word of Mouth
Social & Digital
Twitter, Facebook,
Search Engine
Opt

4. 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

5. 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

6. New Data:The Power of Word of Mouth
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7. Newsroom workforces are dwindling

8. Building Owned Media Capabilities
“If you don’t like the news, go out
and make some of your own”
-Scoop Nisker
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9. Desktop | Laptop
Tablet – Vertical Orientation
Handset
Handset
Navigation
System
Tablet - Navigation System
Taking advantage of the trends: share.kp.org

10. Multichannel communications platform
News and Press Releases
Features Stories & News Coverage
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information

11. What success looks like on KP Share
Data: September 12, 2013, through May 28, 2014
3,130,065
PAGE VIEWS
617,864
UNIQUE VISITORS
23.1%
FROM MOBILE
DEVICES
3.72
PAGES/VISIT
1.97%
BOUNCE RATE

12. Share site traffic/page views – up 67% over legacy sites
May 2014
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Apr May Jun July Aug Sep Oct Nov Dec Jan.
'14
Feb. Mar Apr May
News Center
Community Benefit
Share
Launch of Share:
discontinuation of KP
News Center and
Community Benefit
sites

13. Blog Traffic/Page Views
April 2014
0
10,000
20,000
30,000
40,000
50,000
60,000
Sep Oct Nov Dec Jan. '14 Feb. Mar Apr
Care Stories
Center for Total Health
Thriving Schools
History
Recipes
Dispatches
OwnNow
Everybody Walk

14. How we do it: Operating like a newsroom: publishing and syndication
Daily huddles, weekly editorial meetings

15. Great research content + reddit.com post = 25,000 page views
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• Colorectal cancer news
release published in Share
Feb. 3
• Due to Tweet posted to
Reddit, more than 27,000
page views in subsequent
days
• Most requested piece of
content on Share Feb. 4-7

16. The value of integration:
Friday, May 16, the day Partners In Health ‘broke’share.kp.org
• Partners In Health drove 107,710 page views
on share.kp.org in five days
• Total Health Radio went from the 30th most
requested page to 3rd most requested in 5 days

17. Creating Brand Champions
“We are in an era of skepticism; people need
to see or hear something three to five times
in different places before believing it.”
- Richard Edelman
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18. And you can help extend the reachtoo . . . Share is, in fact, designed for sharing

19. Or maybe you want to sharemultiple pieces of content . . .

20. Patient Story on LinkedIn Uncovers a BrandAdvocate
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21. Total Health Radio
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22. Shareable Content
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23. Employees are ImportantAdvocates
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24. Promoting and Protecting the Brand
“We have a weird job. Some bozo
wakes up and tweets something stupid
and they own your day.”
-Andy Sernovitz
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25. Service via Twitter: @kpmemberservice
• Launched in May 2010
• Four-member team, M-F business hours
• Actively monitor and triage member
concerns on Twitter
• Engage and take conversation offline
• Share helpful hints with members
• Approved by California regulators

26. Responding to Issues on Twitter
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27. Response isAcknowledged
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28. Demonstrate Listening
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29. RISKS AND PITFALLS

30. The Four Questions
1. Are you ready to talk about the good and the bad?
2. Are you willing to engage in direct 1:1 conversations?
3. Are you ready for everyone (literally) to view those
conversations?
4. Are you willing to show that your organization can and
will adapt to the feedback received in those
conversations?
30 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.June 14, 2014

31. Thank you
Holly Potter || @htpotter
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