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How a National Brand Created a “Story Finding” Culture

Case 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.

60%
increase in Facebook followers in 1 year

83%
increase in Facebook monthly engagements

455%
increase in monthly Twitter impressions

Twitter University of KansasAs 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

All Results:

Facebook:

  • 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.

Twitter:

  • 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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