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.
3. Media Consumption is Changing
The Pew Research Centerâs 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 theyâŠ
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 Centerâs Project for Excellence in Journalism in collaboration with The Economist Group
3
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
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 â Cebu, Philippines
11/19/13
Disaster Response: One Health
Organizationâs 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.