Building A Content News Engine AAMC, #GIA17 Ron Petrovich

©2014 MFMER | slide-1

Building a medical, research and communications news engine

Learning objectives 1. Identify strategies and tactics to create a news engine, and scale it to your

needs. 2. Approach content with a new perspective that can maximize reach. 3. Put into practice coordinated planning and collaboration that saves time and

money. 4. Look at new ways to measure success. 5. Relate to the difficulties of change management and learn about persuasive

approaches to motivate staff.

Insert 1 minute video of Daily Leads meeting

What was working?

• Most people in right seats, enjoy their colleagues

• Strong sense of collaboration in division

4

• Silos made teams small and hard to back up

• Matrixed reporting relationships, role confusion, tough to collaborate

• Duplication of content

• Unclear measurement

What changes were needed?

5

Philosophy It’s more about the story than the platform.

Goal Communications Team plans on front end to be more nimble.

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Mission The Division of Communications Tells stories and uses strategic communications to advance Mayo Clinic’s mission and top strategic priorities.

News and News Delivery Helps you tell your great stories and engage your audience. • Storytellers and connectors – Write and share compelling patient stories, stories that help

employees do their jobs and stories on medical advances that improve and save lives. • Internal – Inspire and inform staff with compelling stories to help them do their jobs. • External (Owned Media) – Lift the brand by increasing awareness of strategic priorities.

Mayo Clinic Stories

Video • Text Audio • Images

Proactive, Reactive, Evergreen

~350 million impressions per year

Mayo Clinic Media Distribution

TRAFFIC MEETING – DESK-NET 400 stories published per month

1,500 media members/subscribers

Mayo Clinic News

Network

Mayo Clinic News Center

External channels Mayo Clinic channels

Apple News

In the Loop

Sharing Mayo Clinic

1,200 print and on-line newspapers

digital

Media Outlets

On-line TV Radio

Newspaper Magazine Mobile

1,500 digital media groups

THE HUFFINGTON POST

3,600 video monitors in physicians offices across the U.S.

Social Media

– Multimedia Approach –

Mayo Clinic Radio Weekly hour – 150 stations Daily Minute – 400 stations Audio Podcasts Video Podcasts iHeart Radio Radio Pup Facebook Live YouTube

Twitter BlogTalk Radio Cumulus Radio Rivet Radio Talk Zone

Coordinated planning and collaboration

Broader sharing • Daily Leads, 9 a.m. (all of Public Affairs, distributed widely) • Traffic Meeting, Mondays and Wednesdays,10:30 a.m. • Daily Churn Call, 7:15 a.m.,News, News Delivery Team • Pitching Meeting, 2 p.m. Tuesdays, Media Relations • News and News Delivery Team Meeting, Tuesdays, 9:30 a.m. • Mayo Clinic News Network, Radio Thursdays, 12:30 p.m. • Homepage Huddle, Fridays, 10 a.m. • News Center Editors, Mondays, 2 p.m.

Culture and tools: Plan on the front end

Initial release

Initial release, internal, then external hours later

Initial release, deliver Mayo Clinic News Network content to Mayo social media channels

Additional coverage: News-medical.net, Morning Ticker, KARE 11, WCCO, The West Australian, KAAL, Star Tribune, Mirror UK, BBC,CBC, US Magazine, GoMN, Chicago Tribune, KGWN, FOX News, Arizona Republic, Pioneer Press, Latinos Health, Science Alert, iTech Post, The Columbian, Eau Claire Leader-Telegram, Knoxville News Sentinel, BABW News, Canada Journal, Jackson Hole News & Guide, Counsel & Heal,

Share media coverage on Mayo Clinic platforms

Weeks later, story continues to spread

Two Weeks

One Week

Associated Press Story- four versions, 1,200 outlets Mayo Clinic News Network Videos and social media (after the first 3 days)

Patient Profile Video • Facebook-More than 400K views • Total post reach 2.1 million • YouTube: 232,000 views (and currently increasing by about 50K per day)

Surgery Video • Facebook (Record-breaking most popular post on Mayo Clinic page) • Total reach of the post: More than 24 million impressions • More than 350,000 reactions (Like, Love, Wow, etc.) • More than 31,000 comments • 9.2 million views (4.2 million watched more than 10 seconds) • More than 76,000 total shares

Mayo Clinic News Center (internal) • 20,000 views, 163 recommends and 44 comments

Mayo Clinic Radio • More than 650,000 listeners

.

Early metrics

Measure, measure, measure

Making changes in real time Hi (name deleted) Nice job updating the Dr. (name deleted) award news release item in Desk-Net. Because you updated the item on Friday by entering today’s drop date, the NR showed up in our Desk-Net dashboard today. That is exactly our goal! Keep it up! Axel

Change management Six lessons learned

1. Listen, plan, then jump in.

2. Iterate, because it will never be perfect.

3. Overcommunicate.

4. Teach in real time.

5. Build on victories.

6. Find balance between effective change and too much change and confusion.

Learning objectives 1. Identify strategies and tactics to create a news engine and scale it to your needs 2. Approach content with a new perspective that can maximize reach 3. Put into practice coordinated planning and collaboration that saves time and

money 4. Look at new ways to measure success 5. Relate to the difficulties of change management and learn about persuasive

approaches to motivate a staff