Kaiser Permanente’s Holly Potter explains how their new online platform is using brand journalism and content marketing to increase brand awareness among consumers and thought leaders. - See more at: http://socialmedia.org/summit/classes/#sthash.GHFuvj3a.dpuf

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

2. Media Consumption is Changing
More Devices, More Reliance on Social Media
Percent who follow
Facebook news links
Those who use both
a smartphone AND
a tablet for news
Those who use a
smartphone OR a
tablet for news
Those who use only
a desktop/laptop
for digital news
OR
Percent who follow
Twitter news links
67%
59
41
39%
24
9
The Pew Research Center’s for Excellence in Journalism. The State of the News Media 2012 http://stateofthemedia.org/
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3. 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
Turn to new
sources for news
Are adding to the
news they consume
Based on weekly tablet news (N=810) users. Icons from the Noun Project.
31%
31%
43%
Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group
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4. Newsroom Workforces are Dwindling
4

5. “If you don’t like the news, go out
and make some of your own”
— Scoop Nisker
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6. Taking Advantage of the Trends: share.kp.org
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7. Responsive Design
Desktop | Laptop
Tablet – Vertical Orientation
Tablet - Navigation System
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Handset
Navigation
System
Handset

8. Multichannel Communications Platform
News and Press Releases
Features Stories
Blogs
Podcasts
Social Channels
Grant Information and Reporting
Corporate Information
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9. Operating Like a Newsroom
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10. Strong Traffic Since Launch
875,872
227,493
PAGE VIEWS
19%
FROM MOBILE
DEVICES
VISITORS
3.85
PAGES/VISITS
Data: September 12 through November 30, 2013
10
0.93%
BOUNCE RATE

11. Foundation for Multifaceted Storytelling
social
blog
share
coverage
11
feature
press
release

12. In Practice: Our Response to Typhoon Haiyan
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.
social
11/22/13
From Vivian Reyes, MD: Update
from the Field – Cebu, Philippines
blog
share
11/25/13
San Francisco Business Times:
Kaiser Pledges up to $1 Million for
Typhoon Haiyan Relief
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coverage
feature
press
release
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

13. Thank you
Holly Potter | share.kp.org | @htpotter
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