1 / 26

Recommended Initiatives for ABC Health News

Recommended Initiatives for ABC Health News. Group D: Tammy Ellis, Matt Goodridge, Emily Klein, Karen McIntosh . Vision/Mission/Values. Vision: Be top source for terms of reliability. Mission: Deliver best health info to people who most need it.

fawzia
Download Presentation

Recommended Initiatives for ABC Health News

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Recommended Initiatives for ABC Health News Group D: Tammy Ellis, Matt Goodridge, Emily Klein, Karen McIntosh

  2. Vision/Mission/Values • Vision: Be top source for terms of reliability. • Mission: Deliver best health info to people who most need it. • Values: truth reliability, legitimacy, integrity.

  3. Our additions to SWOT

  4. Mauricio BACKGROUND • Latino American, Male, Age 21. • Plays in pickup soccer games. • Lower back pain. • Low Health Literacy. • Young and feels invincible despite back pain. • Older smartphone – 3G or non-Apple. • Savvy with social media. SCENARIO • Plays in soccer pickup league. • ABC as sponsor for soccer or fields. • Situation: teammate suggests going to ABC Health for information on back pain

  5. Pamela BACKGROUND • Female, American. Carribean-American. • Mother of a daughter – first year in college. • Regular phone, tablet, • LinkedIn. On Facebook, but not big user. • Oldest is daughter, 2 younger boys. • Busy at work. Minimal time to do health research, but makes time, especially when sending things to daughter. SCENARIO • Already a GMA watcher. Hears about story about sexual risks for women in college. • Googles story and ABC Health/GMA subject. Finds info on topic about ABC Health news. • Sends video link to her daughter.

  6. Nyesha BACKGROUND • Female, age 18. • Carribean-American. • Daughter of Pamela • Just started college in another state – freshman. • Mom sends her health information. SCENARIO • Has built some trust with ABC from Mom. • Uses widespread social media. • Receives links from mom in her email. • Has some minor health concerns and opens occasional links from mom.

  7. Paul & Sarah BACKGROUND • Young couple – mid 20’s. • Wife is pregnant. • Lives in rural area – farming. • Desktop PC. Smartphone. Not much social media. • Googles conditions that affect pregnancy. SCENARIO • Paul & Sarah watch early evening news together (ABC World News Tonight). • Learned about a feature with pregnancy risk. • Banner ads across the bottom directed them to ABC Health blog.

  8. Personas: what did we learn? • Think outside the box. • Think outside yourself. • Objective analysis, not just mirror of our views. • People are more complicated than a website.

  9. Competitive Analysis

  10. Primary Goals • Goal 1: Increase flexibility for creativity. • Measure of Success: meetings with ABC personnel to revise SM plan and reach. • Goal 2: Use existing/successful technology to reach broader audience. • Measure of Success: increased visits from new demographics and returning visitors. • Goal 3: Being ahead of the mosquito. • Measure of Success: Recognition of being ahead of the news cycle. Copying/envy from competitors.

  11. Changes to Design • Highlight health tab for visibility. • Have strong health branding – Dr. Besser’s image on top banner. • Move advertising to right-third of page

  12. Changes to Content • Add mission statement for Dr. Besser. • Strengthen brand: “Better with Besser” • Use opening image to promote Dr. Besser.

  13. Decisions about Technology • Purchase all domains for ABC News Health (.com, .net, .org) • Make sure Dr. Besser has a Twitter handle under his title graphic, and on his online profile. • Dominate SEO standings to bring ABC Health News to top of searches.

  14. Revised Digital Strategy: Recommended Initiatives • 1. LinkedIn page for ABC Health News. • 2. De-silofication initiative. • 3. Yahoo Answers collaboration. • 4. Wild card….

  15. LinkedIn Initiative • ABC Health is not on it. • ABC News Health – a great way to engage professionals of all ages to act as intermediaries. • Start a group discussion. • Comment in other health groups. • Use Dr. Besser and Ashton to start discussion • Show up on LinkedIn Pulse. • Cross pollinate Google Hangouts Livechats.

  16. De-silofication Initiative • Break out of ABC silos. • Meet with other social directors in tech , lifestyle, entertainment, politics, news and weather to devise improved strategy. • Discuss what works, what doesn’t • Review social media types: how the millenials, X’ers, Boomers, and the great generation are accessing content, and promote on those channels (Yahoo Answers, FB ads, LinkedIn groups, blogs).

  17. Yahoo Answers Initiative • Have ABC Health be YA health expert. • “You asked… we answered” • Looking at most popular question themes/topics on Yahoo Answers and putting together content and answers to questions. • Step 1: start by answering small batch of questions from YA on ABC Health channels. • Step 2: see if it drives any interest • Step 3: if it sticks, build on it. 6 months to 1 year down line – integrate more with YA and develop content based on popular YA answers.

  18. Yahoo Answers and ABC Health

  19. Wild Initiative: Predictive Medicine • Use predictive health modeling to improve probability predictions. • Get ahead of the news. • Already used to predict crime, geo-political crises. • Example: Nate Silver and elections.

  20. What did we learn?

More Related