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Hospital Industry Lab презентация
Содержание
- 1. Hospital Industry Lab
- 2. Today Meet your tour guides Planning your
- 3. Meet your tour guides
- 4. Ahava Leibtag Author of The Digital Crown
- 5. Amanda Todorovich 15 years in “storytelling” 10+
- 6. About Cleveland Clinic No 2 most visited
- 7. Planning your Content
- 8. What is content?
- 9. Content is a conversation. #CMWHospitals
- 10. Content Strategy: Two Parts External Messaging
- 11. External Messaging External Messaging Questions To whom
- 12. The Lifecycle of Content Strategy
- 13. Plan Discovery: Auditing: What are our
- 14. Discovery Content Auditing Stakeholder Interviews Analysis #CMWHospitals
- 15. Content Audits #CMWHospitals
- 16. Stakeholder Interviews #CMWHospitals
- 17. Content must: Align with business objectives Support users in accomplishing tasks #CMWHospitals
- 18. Business Goals User Tasks #CMWHospitals
- 19. #CMWHospitals
- 20. #CMWHospitals The Sweet Spot
- 21. Analysis: How do we want our brand to be perceived in this conversation? #CMWHospitals
- 22. External Messaging External Messaging Questions To whom
- 23. What are the business objectives? #CMWHospitals
- 24. 5-Step Methodology Personas Identity Pillars Messaging Architecture Voice/Tone Editorial Calendar #CMWHospitals
- 25. #1 Personas = To whom are we speaking? #CMWHospitals
- 26. Judy, Jen & Taylor #CMWHospitals
- 27. “Jen's kids have had a few cases
- 28. #CMWHospitals
- 29. #CMWHospitals
- 30. #CMWHospitals
- 31. #2 Identity Pillars = Who are we? #CMWHospitals
- 32. Identity Pillars Who are we as a
- 33. #CMWHospitals
- 34. #CMWHospitals
- 35. #CMWHospitals
- 36. #CMWHospitals
- 37. #CMWHospitals
- 38. #CMWHospitals
- 39. Identity Pillars #CMWHospitals
- 40. #CMWHospitals
- 41. Identity Pillars #CMWHospitals
- 42. Identity Pillars #CMWHospitals
- 43. #3 Messaging Architecture= What are we trying to say? #CMWHospitals
- 44. Messaging Architecture How do our identity pillars
- 45. Messaging Architecture #CMWHospitals
- 46. Messaging Architecture #CMWHospitals
- 47. Messaging Architecture #CMWHospitals
- 48. Messaging Architecture #CMWHospitals
- 49. Messaging Architecture #CMWHospitals
- 50. #4 Voice and Tone= How do we say it? #CMWHospitals
- 51. Define Voice #CMWHospitals
- 52. Voice We are: sophisticated innovative academic friendly
- 53. Voice We are: sophisticated innovative academic friendly
- 54. Voice We are: sophisticated innovative academic friendly
- 55. Voice We are: sophisticated innovative academic friendly
- 56. #CMWHospitals
- 57. #CMWHospitals
- 58. Come here right now. #CMWHospitals
- 59. Define Tone Yes: Sound like No!: Sounds like #CMWHospitals
- 60. #CMWHospitals
- 61. #CMWHospitals
- 62. #CMWHospitals
- 63. #CMWHospitals
- 64. Useful, helpful not preachy, friendly, conversational, credible, human, innovative, leader, high-tech, high-touch, patients first.
- 66. Who will do all this work? #CMWHospitals
- 67. #CMWHospitals
- 68. Challenges in Content Creation: Q&A #CMWHospitals
- 69. Publish your Content #CMWHospitals
- 70. Technical Considerations Information architecture Taxonomy Metadata/Schema XML/DITA CMS SEO #CMWHospitals
- 71. Build a Home #CMWHospitals
- 72. Team Approach #CMWHospitals
- 73. Two Models Health Hub Dedicated team One
- 74. Publishing Calendar #CMWHospitals
- 75. #CMWHospitals
- 76. Align Tools with Objectives CMS WordPress for
- 77. #CMWHospitals
- 78. Think about Formats #CMWHospitals
- 79. Articles Listicles Slideshows Videos Infographics Quizzes #CMWHospitals
- 80. Distribute your Content #CMWHospitals
- 81. Maximize the investment. #CMWHospitals
- 82. #CMWHospitals
- 83. #CMWHospitals
- 84. #CMWHospitals
- 85. #CMWHospitals
- 86. #CMWHospitals
- 87. #CMWHospitals
- 88. #CMWHospitals
- 89. #CMWHospitals
- 90. #CMWHospitals
- 91. #CMWHospitals
- 92. Physician Audience Mystery #CMWHospitals
- 93. #CMWHospitals
- 94. #CMWHospitals
- 95. #CMWHospitals
- 96. Analyze your Content #CMWHospitals
- 97. Don’t “go from the gut.” #CMWHospitals
- 98. Which did better? #CMWHospitals
- 99. Mine the Data. Mind the Data. #CMWHospitals
- 100. Pick a metric that determines success. Use
- 101. Avoid Auto-Pilot Mode It’s dangerous. Free-falling. Blind. No idea where you’ll land. #CMWHospitals
- 102. #CMWHospitals
- 103. #CMWHospitals
- 104. #CMWHospitals
- 105. 2014 YTD #CMWHospitals
- 106. 2014 YTD #CMWHospitals
- 107. Embrace the numbers. Make changes. Test things. Make more changes. #CMWHospitals
- 108. Govern your Content #CMWHospitals
- 109. CONSISTENCY #CMWHospitals
- 110. What is content governance? Content governance is
- 111. Content governance Determines priorities Provides detailed guidelines
- 112. #CMWHospitals
- 113. #CMWHospitals
- 114. Why content governance? Creates a consistent customer
- 115. Consistent User Experience Across Channels #CMWHospitals
- 116. Avoid Content Bloat #CMWHospitals
- 117. Set Internal Organizational Controls #CMWHospitals
- 118. Questions? #CMWHospitals
Today Meet your tour guides Planning your Content Challenges in Content Creation Publish your Content Distribute your Content Analyze your Content Govern your Content
Слайд 1Hospital Industry Lab
Ahava Leibtag
President
Aha Media Group
Amanda Todorovich,
Digital Engagement
Cleveland Clinic
@amandatodo
Слайд 2Today
Meet your tour guides
Planning your Content
Challenges in Content Creation
Publish your Content
Distribute
your Content
Analyze your Content
Govern your Content
Analyze your Content
Govern your Content
Слайд 4Ahava Leibtag
Author of The Digital Crown
Owner of 11-person
content firm, Aha
Media
Group
9 years in healthcare
Group
9 years in healthcare
#CMWHospitals
Слайд 5Amanda Todorovich
15 years in “storytelling”
10+ years in healthcare
Blogs, social media, email
@amandatodo
Слайд 6About 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)
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
Слайд 10Content 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?
What are you trying to say?
How do you say it?
When and where do you say it?
Internal Workflow
#CMWHospitals
Слайд 11External 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?
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
Слайд 13Plan
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
Analysis: What’s the business case? What are we trying to accomplish?
Answering the 5 Essential Questions
Define Workflow
Слайд 17Content must:
Align with business objectives
Support users in accomplishing tasks
#CMWHospitals
Слайд 22External 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?
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
Слайд 245-Step Methodology
Personas
Identity Pillars
Messaging Architecture
Voice/Tone
Editorial Calendar
#CMWHospitals
Слайд 27“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
Слайд 32Identity Pillars
Who are we as a brand?
What do people think of
us currently?
How do we want to shift that perception?
How do we want to shift that perception?
#CMWHospitals
Слайд 44Messaging 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?
How are we representing those ideas?
What are our messages that reinforce the identity pillars?
#CMWHospitals
Слайд 52Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic
awesome helpful convenient
#CMWHospitals
Слайд 53Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic
awesome helpful convenient
#CMWHospitals
Слайд 54Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic
awesome helpful convenient
#CMWHospitals
Слайд 55Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic
awesome helpful convenient
#CMWHospitals
Слайд 64Useful, helpful not preachy, friendly, conversational, credible, human, innovative, leader, high-tech,
high-touch, patients first.
Слайд 70Technical Considerations
Information architecture
Taxonomy
Metadata/Schema
XML/DITA
CMS
SEO
#CMWHospitals
Слайд 73Two Models
Health Hub
Dedicated team
One person scheduling and publishing content
ConsultQD
Dispersed across marketing
Many
people scheduling and publishing content
#CMWHospitals
Слайд 76Align Tools with Objectives
CMS
WordPress for HealthHub & ConsultQD
.org just moved from
MOSS to SiteCore
Analytics
Templates & submission forms
Engagement Tools
Atomic Reach
Analytics
Templates & submission forms
Engagement Tools
Atomic Reach
#CMWHospitals
Слайд 100Pick 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.
Actually look at the data.
Review as a team.
Identify themes and trends.
#CMWHospitals
Слайд 101Avoid Auto-Pilot Mode
It’s dangerous.
Free-falling. Blind.
No idea where you’ll land.
#CMWHospitals
Слайд 110What 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
Слайд 111Content 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
Assigns ownership to people within the organization so they can make strategic decisions about content
#CMWHospitals
Слайд 114Why content governance?
Creates a consistent customer experiences across channels
Avoids content bloat
Sets
internal organizational controls
#CMWHospitals
