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.• Values: truth reliability, legitimacy, integrity.

Our additions to SWOTStrengths Weaknesses

• Leader in Tweet Chat – specific programming.

• Can access over 5,000 experts in different fields.

• Legal department is hampering creativity – restrictions for social media.

• Over-relying on perceived success of TV programs.

• Non-linear standards for acceptance and rejecting

MauricioBACKGROUND• 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

PamelaBACKGROUND• 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.

NyeshaBACKGROUND• 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.

Paul & SarahBACKGROUND• 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.

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.

Competitive Analysis

ABC NBC News Health

Buzzfeed Fox News Health

Jezebel

Users Stories are about general health, and cover the gamut from diet bang for buck to autistic twins. No testimonials; images are good - videos

Similar to ABC. Stories are about general health content. Seems targeted to older, informed population.

Yes. Younger audience. Pop culture and news

Yes – top links to Men, women, kids, alt health., diabetes, heart, allergies, nutrition/fitnessNo images or testimonials 1st page stories seem scattershot

Young women: 20s to 35.“Home of shiny happy ladies.”

Design Segmented by ABC categories like print contents, not user needs

Design: blocky, visual, modern (for better or worse). Huge images, which seems to be popular (sites such as medium- more like long form journalism than traditional news layout with lots of text)

Busy. Made for users and for short attention spans.

Modern, simple, newsfeed with pictures. Doesn’t seem targeted toward any personas. No banner; Add below the header.

Modern. Contemporary. Trendy and effective for young women.

Section Organization

Segmented by categories. Top site menu

Segmented by categories. Top site menu

Organized by “buzzes”: LOL, WIN, OMG, Cute, Trashy, Fail, WTF.

Yes, at the top by men, women, kids, Go to women and no sub-indices for conditions

Organized by “popular stories”, and a search field.

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.

Changes to Design

1. Highlight health tab for visibility.2. Have strong health branding – Dr. Besser’s

image on top banner.3. Move advertising to right-third of page

Changes to Content

1. Add mission statement for Dr. Besser.2. Strengthen brand: “Better with Besser”3. Use opening image to promote Dr. Besser.

Decisions about Technology

1. Purchase all domains for ABC News Health (.com, .net, .org)

2. Make sure Dr. Besser has a Twitter handle under his title graphic, and on his online profile.

3. Dominate SEO standings to bring ABC Health News to top of searches.

Revised Digital Strategy: Recommended Initiatives

• 1. LinkedIn page for ABC Health News.• 2. De-silofication initiative.• 3. Yahoo Answers collaboration.• 4. Wild card….

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.

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).

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.

Yahoo Answers and ABC HealthPros Cons

Opportunities for an expert to answer questions

Time consuming – how will this bite into Liz’s time?

Yahoo is partner of ABC Are there enough people using YA to make it predictive or wide-spanning?

Most popular and trending Yahoo Answers can inform Tweet chat content and other health content.

Content can be controversial or non-PC.

Yahoo Answers: Ranked #7 on top ten social media websites (above Tumblr and Instagram)Use as predictive tool? Using big data to predict upcoming questionsCould direct traffic to ABC Health

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.

What did we learn?