How a National Brand Created a “Story Finding” CultureCase Studies
Every organization has compelling stories. Recognizing those stories, and converting them to a strategic tool to build brand awareness, can be difficult, especially when you have a small marketing or content team.
The University of Kansas Health System successfully made the transition by training their team to be “story finders,” which has helped them grow in a competitive national market.
increase in Facebook followers in 1 year
increase in Facebook monthly engagements
increase in monthly Twitter impressions
As part of the comprehensive strategy, MedTouch and the system’s team:
- Conducted a social audit to baseline current state and define opportunities
- Interviewed physicians to find unique stories
- Trained the team to identify stories, especially stories based on trending topics or recent discoveries relevant to the audience
- Developed a publication schedule based on current best practices
- Improved the schedule based on evolving user trends and behaviors
- Crafted multiple bit-sized versions of the stories
- Customized distribution to each channel
- Evaluated ROI of posts to determine successes
- Tested new tools, such as Facebook Notes, to share a longer story with multimedia. If tests proved successful, it became part of the distribution strategy
Key components of the strategy:
- Strategic alignment with business and marketing goals
- Physician and stakeholder buy-in
- Story identification techniques
- Interviewing, writing and distribution of stories
- Social marketing
- On-call breaking news advisement
- 60% increase in Facebook likes in the first year. 3,500 Facebook followers in June 2015. More than 5,600 one year later.
- Monthly average engagements increased 83% between the six-month intervals of January – June 2015 and July – December 2015.
- Impressions increased 61 percent between the six-month intervals of January – June 2015 and July – December 2015.
- Tripled average new monthly followers from 50 in June 2015 to 150 in June 2016.
- Tripled average monthly engagement from 850 in June 2015 to 2,500 in June 2016.
- 455% increase in average monthly impressions from 22,000 in June 2015 to 122,000 in June 2016.
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