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Hospital Industry Lab

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Hospital Industry Lab Ahava Leibtag President Aha Media Group Amanda Todorovich, Digital Engagement Cleveland Clinic @amandatodo


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Today Meet your tour guides Planning your Content Challenges in Content Creation Publish your Content Distribute your Content Analyze your Content Govern your Content


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Meet your tour guides


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Ahava Leibtag Author of The Digital Crown Owner of 11-person content firm, Aha Media Group 9 years in healthcare #CMWHospitals 4


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Amanda Todorovich 15 years in “storytelling” 10+ years in healthcare Blogs, social media, email @amandatodo


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About Cleveland Clinic No 2 most visited hospital site in the country (driven mostly by content) with 80-90 million visits in 2014 More than $204 million in annual revenue from appointments made via leads from ClevelandClinic.org in 2013 No. 1 most visited hospital blog with 2.5+ million visits a month 1 million+ Facebook fans (only St. Jude’s has more) 250K+ Twitter followers (only Mayo has more) Named one of 140 Twitter feeds to follow in 2014 by TIME magazine No. 1 in Linkedin followers among hospitals 15+ email newsletters with a combined distribution of 250K+ a month. Flagship Be Well newsletter has a 55K distribution list. 130 active paid search campaigns (using treatment guide content) that generate more than $32 million in revenue yearly and an ROI of 24-to-1. No. 2 in the industry in organic search traffic with a projected 38 million in organic search visits in 2014 #CMWHospitals 6


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Planning your Content


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What is content?


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Content is a conversation. #CMWHospitals 9


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Content Strategy: Two Parts External Messaging To whom are you talking? Who are you? What are you trying to say? How do you say it? When and where do you say it? Internal Workflow #CMWHospitals 10


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External Messaging External Messaging Questions To whom are you speaking? ? Who are you? ? What are you trying to say? ? How do you say it? ? When and where do you say it? Content Strategy Tools Personas Identity Pillars Messaging Architecture Voice/Tone Editorial Calendar #CMWHospitals 11


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The Lifecycle of Content Strategy


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Plan Discovery: Auditing: What are our current assets? Stakeholder Interviews: What do people both outside and inside the organization think? Analysis: What’s the business case? What are we trying to accomplish? Answering the 5 Essential Questions Define Workflow


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Discovery Content Auditing Stakeholder Interviews Analysis #CMWHospitals 14


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Content Audits #CMWHospitals 15


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Stakeholder Interviews #CMWHospitals 16


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Content must: Align with business objectives Support users in accomplishing tasks #CMWHospitals 17


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Business Goals User Tasks #CMWHospitals 18


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#CMWHospitals 19


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#CMWHospitals 20 The Sweet Spot


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Analysis: How do we want our brand to be perceived in this conversation? #CMWHospitals 21


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External Messaging External Messaging Questions To whom are you speaking? ? Who are you? ? What are you trying to say? ? How do you say it? ? When and where do you say it? Content Strategy Tools Personas Identity Pillars Messaging Architecture Voice/Tone Editorial Calendar #CMWHospitals 22


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What are the business objectives? #CMWHospitals 23


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5-Step Methodology Personas Identity Pillars Messaging Architecture Voice/Tone Editorial Calendar #CMWHospitals 24


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#1 Personas = To whom are we speaking? #CMWHospitals 25


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Judy, Jen & Taylor #CMWHospitals 26


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“Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.” “Judy's husband has gout so she tries to learn all she can about it.” #CMWHospitals 27


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#CMWHospitals 28


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#CMWHospitals 29


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#CMWHospitals 30


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#2 Identity Pillars = Who are we? #CMWHospitals 31


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Identity Pillars Who are we as a brand? What do people think of us currently? How do we want to shift that perception? #CMWHospitals 32


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#CMWHospitals 33


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#CMWHospitals 34


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#CMWHospitals 35


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#CMWHospitals 36


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#CMWHospitals 37


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#CMWHospitals 38


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Identity Pillars #CMWHospitals 39


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#CMWHospitals 40


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Identity Pillars #CMWHospitals 41


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Identity Pillars #CMWHospitals 42


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#3 Messaging Architecture= What are we trying to say? #CMWHospitals 43


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Messaging Architecture How do our identity pillars map from a business and patient/family perspective? How are we representing those ideas? What are our messages that reinforce the identity pillars? #CMWHospitals 44


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Messaging Architecture #CMWHospitals 45


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Messaging Architecture #CMWHospitals 46


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Messaging Architecture #CMWHospitals 47


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Messaging Architecture #CMWHospitals 48


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Messaging Architecture #CMWHospitals 49


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#4 Voice and Tone= How do we say it? #CMWHospitals 50


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Define Voice #CMWHospitals 51


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Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 52


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Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 53


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Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 54


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Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 55


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#CMWHospitals 56


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#CMWHospitals 57


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Come here right now. #CMWHospitals 58


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Define Tone Yes: Sound like <example> No!: Sounds like <example> #CMWHospitals 59


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#CMWHospitals 60


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#CMWHospitals 61


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#CMWHospitals 62


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#CMWHospitals 63


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Useful, helpful not preachy, friendly, conversational, credible, human, innovative, leader, high-tech, high-touch, patients first.


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Who will do all this work? #CMWHospitals 66


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#CMWHospitals 67


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Challenges in Content Creation: Q&A #CMWHospitals 68


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Publish your Content #CMWHospitals 69


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Technical Considerations Information architecture Taxonomy Metadata/Schema XML/DITA CMS SEO #CMWHospitals 70


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Build a Home #CMWHospitals 71


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Team Approach #CMWHospitals 72


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Two Models Health Hub Dedicated team One person scheduling and publishing content ConsultQD Dispersed across marketing Many people scheduling and publishing content #CMWHospitals 73


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Publishing Calendar #CMWHospitals 74


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#CMWHospitals 75


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Align Tools with Objectives CMS WordPress for HealthHub & ConsultQD .org just moved from MOSS to SiteCore Analytics Templates & submission forms Engagement Tools Atomic Reach #CMWHospitals 76


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#CMWHospitals 77


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Think about Formats #CMWHospitals 78


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Articles Listicles Slideshows Videos Infographics Quizzes #CMWHospitals 79


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Distribute your Content #CMWHospitals 80


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Maximize the investment. #CMWHospitals 81


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#CMWHospitals 82


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#CMWHospitals 83


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#CMWHospitals 84


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#CMWHospitals 85


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#CMWHospitals 86


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#CMWHospitals 87


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#CMWHospitals 88


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#CMWHospitals 89


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#CMWHospitals 90


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#CMWHospitals 91


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Physician Audience Mystery #CMWHospitals 92


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#CMWHospitals 93


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#CMWHospitals 94


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#CMWHospitals 95


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Analyze your Content #CMWHospitals 96


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Don’t “go from the gut.” #CMWHospitals 97


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Which did better? #CMWHospitals 98


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Mine the Data. Mind the Data. #CMWHospitals 99


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Pick a metric that determines success. Use tools that give you actionable information. Actually look at the data. Review as a team. Identify themes and trends. #CMWHospitals 100


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Avoid Auto-Pilot Mode It’s dangerous. Free-falling. Blind. No idea where you’ll land. #CMWHospitals 101


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#CMWHospitals 102


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#CMWHospitals 103


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#CMWHospitals 104


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2014 YTD #CMWHospitals 105


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2014 YTD #CMWHospitals 106


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Embrace the numbers. Make changes. Test things. Make more changes. #CMWHospitals 107


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Govern your Content #CMWHospitals 108


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CONSISTENCY #CMWHospitals 109


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What is content governance? Content governance is the day-to-day detailed management of content delivery and style, as well as the long-term execution of content strategy tactics. #CMWHospitals 110


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Content governance Determines priorities Provides detailed guidelines and standards on how content should look, behave, and interact with customers Assigns ownership to people within the organization so they can make strategic decisions about content #CMWHospitals 111


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#CMWHospitals 112


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#CMWHospitals 113


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Why content governance? Creates a consistent customer experiences across channels Avoids content bloat Sets internal organizational controls #CMWHospitals 114


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Consistent User Experience Across Channels #CMWHospitals 115


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Avoid Content Bloat #CMWHospitals 116


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Set Internal Organizational Controls #CMWHospitals 117


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Questions? #CMWHospitals 118


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