EMORY NE WS CENTER A B RIEF INTRODU CTIO N
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Launched Jan. 26, 2012
Collaborative project – University marketing, communications, health sciences
Content feeds:
• Emory.edu• WHSC.emory.edu• EmoryHealthcare.org• Emory Mobile• RSS Feeds
Tech work by Emory’s Web Design Group
Site Structure
Home Page
News by Topic
Campus News
For Press
Contact UsNews ReleasesMultimedia GalleryMedia ResourcesExpertsNews Tip Sheets
Story Pages
Two TypesPress Release orCampus Story
Features
• Large or small photo• Large video• Related Video• Related Stories• Resources• Sidebars• Photos within stories• Share/Print button
How News Center Benefits Emory
Centralized content hub with all the the most current stories
Rich mix of content from multiple sources
Exposure of content on related web sites that never got that content before
• EmoryHealthcare.org homepage now shows Emory Health stories• WHSC.emory.edu homepage now shows WHSC Emory Report stories• All Emory.edu pages show show top News Center stories
Rich story format – photos, videos, related materials – show off Emory’s best
News by Topic and RSS feeds serves as content “index” and “engine”
How News Center Benefits WHSC – Part 1
Exposure to much wider audience and increased traffic/views
• Health sciences stories appear on Emory.edu with far greater frequency
• Magazine and blog stories appear on EmoryHealthcare.org• University posting more WHSC stories to Facebook and Twitter
Collaboration across C&M Division
• Weekly and daily coordination of content keeps Division on same page
• Google Docs for sharing latest schedules, available content• Much more online collaboration between HSC and University
News, Emory Report, and University video• More awareness on both sides of what is going on University-wide
How News Center Benefits WHSC – Part 2
Greater exposure for previously underexposed content
• Magazine stories – Emory Health, alumni publications• Stories from publications• Stories from Health Sciences Update• Blog posts• Videos
Topic pages make it easy to see breadth of activity in areas like cancer, cardiology, clinical trials
Expert pages and tip sheets designed to assist media relations
Faster updates on pages on WHSC site like SoM Releases, Research, etc.
Case Study #1
Smoking Cessation Tips
• Press release• Campus story
Featured as Top Story
• News Center• Emory.edu homepage• Emory.edu all pages• WHSC.emory.edu
EmoryHealthcare.org
Later a “Secondary” story
Factors in Success
Catchy headlinePhotoBroad appealConsumer “tips”Social media
By the Numbers
Nearly 1,000 views3-5 times average
Spikes
#1 FeatureEmory Report
Case Study #2
Marathon Runner
• Campus story• Multimedia story
Featured as Top Story
• News Center• Emory.edu homepage• Emory.edu all pages• WHSC.emory.edu
EmoryHealthcare.org
Later a “Secondary” story
Factors in Success
Rewritten headlineColorful photoBroad appealHuman interestSocial media
By the Numbers
Nearly 400 views on NCOnly 45 views on EH site
Marketing
Appeared on Emory Healthcare homepage
Additional Success Stories
Big Boost for Magazines
Referrals
Almost ALL referral traffic from News Center to WHSC site is from people clicking “Full Story” on News Center version
Additional traffic from “Related Story” links on other stories, including press releases and multimedia
Jump in Numbers
Referrals = additional 50-150 views on each storyPlus 100-400 views on the News Center version of the story
How It Adds Up
Teaching Compassion
Emory HealthAbout 400 Views
News CenterAbout 350 Views
TotalAbout 750 Views
Referrals100 from News Centerto original EH story
Finally…
Thanks toEverybody!