A case study and approach to detecting and fixing a great organizational brand online - presented at the 2011 Internet Summit #ISum11 ...Based on my experience as the former Director of Internet Strategy & Web Services at Hopkins Medicine. The presentation reflects personal opinions and not of Hopkins Medicine. Drew Diskin and Hopkins Medicine (and its affiliates) are independent of each other. All rights reserved, respectively.

1. Presented by Drew Diskin, MS © Drew Diskin

3. How do we relate
stimuli and prompts in the real world and digitally…

4. What we want
Ease
Speed
Convenience

5. What we need
Timely
Relevant
Valuable

6. How is digital different from the
real world? It’s NOT.
Real world Digital
 How I am treated  Navigation
 Concierge offerings  Commerce
 Helpful information  Content
 Useful  Portable
 Available  Distributed
 Pleasant  Visual
 Engaging  Multimedia/Interactive
 Accepted  Social Media

7. Ironies and Opportunities
Hopkins Medicine

9. Physical reality
 The Johns Hopkins
Hospital & Health System
2,000,000+ patients treated p/yr
34,000+ employees
250+ medical divisions
$6.5 billion in value
Reputation
Innovation
HopkinsUSA/Referrals/NIH/Philanthropy

10. Digital woes
 HopkinsMedicine.org
350+ websites
75,ooo+ pages
250+ content managers
+62% Bounce rates
Disgruntled Users
Unsuccessful KPI Goals
No web staff. No social. No strategy.

11. Reality…
Your brand sucks (online)
…No one said the truth is pretty.

15. How to diagnose if
your brand is in danger…

16. The obvious
Analytics/Baselines/Server
Logs
UX Testing/Prototyping
Focus Groups/Online
Surveys/Sentiment
Monitoring
Informal Conversations with
Internal/External

17. The not so obvious
Are people returning
Sharing
Converting
Completing tasks
Accessing via mobile
Trending
Facebook-ing
Mentions and sentiment
Where else were they
before and after?

18. How to fix the UX

19. Measure, Resource, Prototype and
Measure again…
Repeat, as this is necessary.
Create a positioning statement for digital engagement
Invest in the people, technical infrastructure and tools
Integrate the operations with the online experience
Remove (clutter, content and nav items) and review
Look at other industry best-of sites, social and
interactive
Build C-suite support
Develop a communications culture

20. Brand rescue mantra for UX
 Connect the brand wherever
audiences need it
 Be relevant and helpful with the
content provided
 Allow users to learn more and
take action
 Provide progressive digital
resources that support the
lifestyle of the user
 Invest in the infrastructure and
resources to deliver effectively
 Extend the reputation by
enhancing it with trust

21. Taking on the Business of Digital Business
 Old: Communicating to customers = one to many
 New: People connect around a brand = many to many AND one to one
Big Picture Approach Strategic Framework
PUSH
• DISTRIBUTION
• SOCIAL MEDIA
• USER EXPERIENCE / INFO. ARCHITECTURE
• DIDITAL / CONTENT DEVELOPMENT
PULL • ECOMMERCE / TRANSACTIONS
Audiences Enablers

22. Digital Engagement Strategy Framework
Audience Needs
EXTERNAL PLATFORMS
EXTERNAL PROCESSES
Engagement
Learn more /
Take action
DISTRIBUTION SOCIAL MEDIA
DIGITAL / CONTENT
DEVELOPMENT
Marketing and Messaging Strategy •Website Production Operations Integration
•Content Creation
•User Experience Design
•Video Production
•Mobile Applications
INTERNAL PLATFORMS
INTERNAL PROCESSES
ANALYTICS / UX / ECOMMERCE /
Understand /
INFORMATION Deliver TRANSACTIONS
ARCHITECTURE
Governance
Business Development Objectives

23. Did it work?
Traffic* to key pages:
 Find a Doctor + 187%
 Apply to the School of Medicine + 200%
+ 89%
 Surgeries
 News Media + 56%
 …and the hospital still ranks
#1 in the country (US News)
*based on same time frame the year before

24. Thank you!
Feel welcome to contact me…
Drew Diskin
drew@drewdiskin.com
201.247.6991
@drewdiskin
DrewDiskin.com