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EMORY NE WS CENTER A B RIEF INTRODU CTIO N

Emory News Center

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Page 1: Emory News Center

EMORY N

EWS

CENTE

R

A B

RI E

F I

NT

RO

DU

CT

I ON

Page 2: Emory News Center

Launched Jan. 26, 2012

Collaborative project – University marketing, communications, health sciences

Content feeds:

• Emory.edu• WHSC.emory.edu• EmoryHealthcare.org• Emory Mobile• RSS Feeds

Tech work by Emory’s Web Design Group

Page 3: Emory News Center

Site Structure

Home Page

News by Topic

Campus News

For Press

Contact UsNews ReleasesMultimedia GalleryMedia ResourcesExpertsNews Tip Sheets

Page 4: Emory News Center

Story Pages

Two TypesPress Release orCampus Story

Features

• Large or small photo• Large video• Related Video• Related Stories• Resources• Sidebars• Photos within stories• Share/Print button

Page 5: Emory News Center

How News Center Benefits Emory

Centralized content hub with all the the most current stories

Rich mix of content from multiple sources

Exposure of content on related web sites that never got that content before

• EmoryHealthcare.org homepage now shows Emory Health stories• WHSC.emory.edu homepage now shows WHSC Emory Report stories• All Emory.edu pages show show top News Center stories

Rich story format – photos, videos, related materials – show off Emory’s best

News by Topic and RSS feeds serves as content “index” and “engine”

Page 6: Emory News Center

How News Center Benefits WHSC – Part 1

Exposure to much wider audience and increased traffic/views

• Health sciences stories appear on Emory.edu with far greater frequency

• Magazine and blog stories appear on EmoryHealthcare.org• University posting more WHSC stories to Facebook and Twitter

Collaboration across C&M Division

• Weekly and daily coordination of content keeps Division on same page

• Google Docs for sharing latest schedules, available content• Much more online collaboration between HSC and University

News, Emory Report, and University video• More awareness on both sides of what is going on University-wide

Page 7: Emory News Center

How News Center Benefits WHSC – Part 2

Greater exposure for previously underexposed content

• Magazine stories – Emory Health, alumni publications• Stories from publications• Stories from Health Sciences Update• Blog posts• Videos

Topic pages make it easy to see breadth of activity in areas like cancer, cardiology, clinical trials

Expert pages and tip sheets designed to assist media relations

Faster updates on pages on WHSC site like SoM Releases, Research, etc.

Page 8: Emory News Center

Case Study #1

Smoking Cessation Tips

• Press release• Campus story

Featured as Top Story

• News Center• Emory.edu homepage• Emory.edu all pages• WHSC.emory.edu

EmoryHealthcare.org

Later a “Secondary” story

Page 9: Emory News Center

Factors in Success

Catchy headlinePhotoBroad appealConsumer “tips”Social media

By the Numbers

Nearly 1,000 views3-5 times average

Spikes

#1 FeatureEmory Report

Page 10: Emory News Center

Case Study #2

Marathon Runner

• Campus story• Multimedia story

Featured as Top Story

• News Center• Emory.edu homepage• Emory.edu all pages• WHSC.emory.edu

EmoryHealthcare.org

Later a “Secondary” story

Page 11: Emory News Center

Factors in Success

Rewritten headlineColorful photoBroad appealHuman interestSocial media

By the Numbers

Nearly 400 views on NCOnly 45 views on EH site

Marketing

Appeared on Emory Healthcare homepage

Page 12: Emory News Center

Additional Success Stories

Page 13: Emory News Center

Big Boost for Magazines

Referrals

Almost ALL referral traffic from News Center to WHSC site is from people clicking “Full Story” on News Center version

Additional traffic from “Related Story” links on other stories, including press releases and multimedia

Jump in Numbers

Referrals = additional 50-150 views on each storyPlus 100-400 views on the News Center version of the story

Page 14: Emory News Center

How It Adds Up

Teaching Compassion

Emory HealthAbout 400 Views

News CenterAbout 350 Views

TotalAbout 750 Views

Referrals100 from News Centerto original EH story

Page 15: Emory News Center

Finally…

Thanks toEverybody!