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Building A Content News Engine AAMC, #GIA17 Ron Petrovich

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Mayo Clinic
Mayo Clinic

How the Mayo Clinic News and News Delivery Team, in the Communications Division of Public Affairs, is creating a content engine that involves Social Media and Digital Innovation, Media Relations, Research and Education, Development, The Practice, and Marketing. The multi media content produced in the news engine targets an internal and external audience and is platform agnostic. The stories are nuanced for the different platforms, but if it;s compelling content,the goal is to share it widely, and the key is to connect early in the process.This presentation was delivered at the American Association of Medical Colleges, AAMC, National Professional Development Conference for Institutional Advancement.

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©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.
©2014 MFMER | slide-7 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 TRAFFICMEETING – 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

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Building A Content News Engine AAMC, #GIA17 Ron Petrovich

  • 1. ©2014 MFMER | slide-1 Building a medical, research and communications news engine
  • 2. 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.
  • 3. Insert 1 minute video of Daily Leads meeting
  • 4. What was working? • Most people in right seats, enjoy their colleagues • Strong sense of collaboration in division 4
  • 5. • 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
  • 6. Philosophy It’s more about the story than the platform. Goal Communications Team plans on front end to be more nimble.
  • 7. ©2014 MFMER | slide-7 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.
  • 8. Mayo Clinic Stories Video • Text Audio • Images Proactive, Reactive, Evergreen ~350 million impressions per year Mayo Clinic Media Distribution TRAFFICMEETING – 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
  • 9. 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.
  • 10.
  • 11. Culture and tools: Plan on the front end
  • 13. Initial release, internal, then external hours later
  • 14. Initial release, deliver Mayo Clinic News Network content to Mayo social media channels
  • 15. 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,
  • 16. Share media coverage on Mayo Clinic platforms
  • 17. Weeks later, story continues to spread Two Weeks One Week
  • 18. 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
  • 20. 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
  • 21. 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.
  • 22. 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