The Big List Blog
Kaiser Permanente: ‘Show, Don’t Tell’ on Social Media and a Shoestring — Live from BlogWell
2:11 –We’ll be talking about Kaiser Permanente’s launch of a video blog: 1) Why a video blog? 2) How do you get syndication? 3) How do you feed the beast once you create it? kp.org/carestories
2:13 – “You can’t sample healthcare” like you can other services and products. One of KP’s challenges is to show what the healthcare experience will be. Another challenge is all of the changes with healthcare reform.
2:15 — Answer was to tell patient care success stories through video. Once that was done, they took this self-produced media “owned media” and sent it to reporters to get “earned media”
2:17 — There is a huge opportunity for companies that want to take advantage of the void that has been made in earned media (as media downsizing occurs and there are fewer reporters.)
2:19 — Kaiser Permanente took a look at the nexus of Google, WordPress, and YouTube. Google loves YouTube. Google loves WordPress. Video embeds in WordPress are a snap. Thus, a video blog on WordPress was born.
2:20–Video blog allows user submitted stories. Also includes staff snapshots, and plays on the need for a theme. Healthcare themes already exist: various disease awareness months are a natural part of driving content.
2:21– Goals for the video blog were: overcome misconceptions about the organization, promote benefits of KP care, showcase interactions between patients and caregivers.
2:23– How to Syndicate? KP wanted to be able to use these videos in as many ways as possible: waiting room television screens, sent to employees, in meetings and speaking opportunities, etc. etc.
2:24– KP shares the items out via Facebook, LinkedIn, and Twitter, as well as their newsletter. Thinks that by this time, next year, LinkedIn will be one of the best platforms for sharing this. Does this 3-4 times a month.
2:26– “Old School + New School = Brand Success” on why KP uses the eNewsletter to help with syndication. 267,000 “opens of the eNewsletter” led to 15,000 blog views in 4 days and 4,500 video views in 4 days. That led to 50 people asking for information on colo-rectal cancer screening and awareness. Which is a really big win.
2:30–Feeding the beast: How do you produce all of the videos that are needed? With production, post-production etc.? “The appetite for video is huge, but the appetite for perfect video has gone down.” KP invested in ~$3,000 upfront for equipment, hired an independent film maker, hired an intern, bought FinalCut Pro, and now produces videos for far less money. amzn.to/kpvidlist is where they have posted their reviews of the equipment purchased as part of this investment.
2:31–To come full-circle: the star of the first patient care story is now featured in a paid advertisement spot as part of the ongoing KP THRIVE campaign.
Q: Do you have a dedicated video team?
A: No, we have several members of the PR team who are trained.
Q: Why did you launch a video blog vs just a dedicated YouTube channel?
A: We wanted a greater sense of interactivity with a blog vs. YouTube. The blog offered members the ability to submit their own stories.
Q: How do you deal with HIPAA?
A: We house a database with prompts for HIPAA waiver expirations. Plus, when we get prompted on expirations, we tend to go back to and find that the story has evolved and we have another opportunity to extend it.
Q: How does media find your video blog?
A: We do a monthly press release, and host it on our newsroom kp.org/newscenter.
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