Tag Archives: PRSA

Beyond the Dashboard and Under the Hood | #SMBC5

From discussing the importance of having a social hub to setting up a dashboard and diving deep under the analytics hood, I covered some important tools, metrics and trends that can help you improve the effectiveness of your social media and web marketing strategy.

Having a social hub in place allows you to not only own your content (imagine if your Facebook page suddenly disappeared), but also track analytics and trends that can be used to make informed decisions about strategy. One of the best (and free) tools available is Google Analytics. A number of widgets are available that can provide valuable information about traffic, content performance, and more.

In addition, setting up dashboards to stay on top of your social and web marketing efforts can reduce time and stress. I shared several of the key items that I like to keep track of with my dashboards.

Lastly, insight on trends for 2013 shows that we are becoming more and more mobile, as well as less focused (decreased attention span), so we need to deliver content with repetition, novelty, and in a concise format–all of which that needs to be designed for folks on their tablet, smartphone or other mobile device.

View the PowerPoint slideshow (.ppsx) from my presentation at “Social Media Bootcamp 5.0” on May 16, hosted by the Greater Spokane Chapter of PRSA.

Mayo Clinic Success Stories: Why social media? | presentation by @KathyBarbour at @prsaspokane #hcsm

Kathy Barbour, APR, the communications manager at the Mayo Clinic spoke at a Spokane PRSA workshop on Sept. 8, 2011. She shared some of their success stories and how they are integrating social media into their communication strategies. The following are my raw notes from her presentation.

Their history and heritage are still a vital part of who they are. It’s included in their speeches, emails, facilities, conversations, etc. They celebrate heritage days annually.

Mayo Clinic is an integrated healthcare provider. They have electronic medical records that are shared between their physicians, sites, etc.

They’ve never done any national advertising. Instead they rely on word-of-mouth, stories in the media, physician recommendations, followed by advertising, Internet and others.

When they do advertise, they use patient stories and employee profiles to continue the “word-of-mouth” strategy. Their campaign is called “My Answer.”

Their primary value: the needs of the patient come first. Focus on how each employee reflects mission and value.

Posters showing their satisfaction scores are posted on their campuses.

They include a photo in their employee e-newsletter every week. Instead of just the written employee message, they now record their leadership on video and broadcast it.

The strategic plan campaign is called The Mayo Effect. They created a YouTube style video (below) that communicates the messages they had in their written version, but in a visually stimulating way.

They created an opt-in every-other-daily email communication that seems to be popular. About 4,000 out of 56,000 employees have signed up for it.

The Cowans video (below) was captured by a visitor at one of their hospitals and posted it to YouTube. When they heard about it, they tracked it down and cross-promoted it.

They post their social media policies for the public to see. And their staff can access Facebook, Twitter, etc. at work. Fortunately, they haven’t had to fire anyone for social media issues.

Notes from the “Meet the editor of The Oregonian” forum

The Portland Metro Chapter of the Public Relations Society of America (PRSA) held it’s January forum featuring the new editor of The Oregonian, Peter Bhatia. He spoke about the current state of journalism, it’s future and updates about the newspaper.

The following are my raw notes.

A decade ago, it was inconceivable for newspapers to be going bankrupt. They were cash cows. Though, many of the newspapers are still around and they’re doing well.

The digital transformation has put us in a place we never expected we would be.

Some people have their opinions on what the future is going to be. Pete isn’t so sure. Nobody really knows what the future holds for us. He believes they will be around for quite some time, publishing on paper and be profitable. The technology is going to determine the future.

The Oregonian spends much of their time trying to aggressively grow their online presence. They still derive 90% of their income from their print medium.

He’s not worried about citizen journalists or bloggers.

At The Oregonian, they believe in:

  • Verification
  • Deep reporting
  • Authenticity
  • Checked before publishing
  • Anchored in the principles and standards of journalism

They work hard to preserve journalism the way it has been. They can’t control nor do they want to control what bloggers do. They also don’t want to push them out or ignore them.

What’s important to him is that journalism survives, no matter what medium it uses.

The Oregonian is working on initiatives that will include UGC = user generated content (community journalism).

He’s interested to see how the New York Times’ new pay-for-online news model works. However there are a number of models that have been discussed for Internet journalism.

The corporate stance on the back-end software that supports The Oregonian’s website is that “mobile is not important” at the moment.

The Oregonian’s Associated Press (AP) embargo is aimed to limit the usage of their stories so that they receive proper credit.

The Oregonian still has nearly 100 reporters on staff after all of the cutbacks. There’s another staff reduction coming in about a month.

Readership is going up, due to the online component, but print readership is going down.