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ABOUT THIS EPISODE

Media, media, content, and more media. With 2016's SHSMD Connections in the books, Chris Bevolo and our own Kriste Goad are joined by special guest Vivian Schiller, editor-in-chief and head of Weber Shandwick’s Mediaco practice. The trio unpacks and explores a presentation Vivian gave during SHSMD — media, content, and the importance of omni-channel storytelling. Chris reveals the Chicago restaurant with a view that is sure to make you scream “Holy Buckets!”

Find out why Vivian thinks the power has shifted from the publisher to the platform in parallel with the rise of mobile. Which sources do Chris, Kriste, and Vivian trust most when it comes to content? Tune in to find out.

http://mediaco.webershandwick.com

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TRANSCRIPT

00:00:06Hello hello welcome to the health care marketing underground podcast for the week of september twenty six two thousand sixteen this's episode two hundred eighty five and i'm chris bevel o e v p it revive health i am joined today by two awesome guests First we have vivian schiller
00:00:24who is editor in chief and head of media co at weber shandwick ay vivian i so happy to be here with you and we'll get to know vivian here a little bit mohr and we have a returning guest Our own christy go chief marketing officer revive health hello
00:00:37again kristie hello chris Thanks for having me back Thanks for joining us again This is going to be awesome Awesome podcast going talk about content content and media and content and mohr media and maybe some content too So we're going to do that because we have vivian with
00:00:58us So let me read vivian's bio first of all So as i mentioned she's the editor in chief and head of north america for weber shandwick media co practice she's a longtime executive at the intersection of journalism media and technology most recently she was the global share of
00:01:13news at twitter In that role she led the company strategy for news and partnership with journalism organisations and the news publishing ecosystem prior to that she served as senior vp and chief digital officer for nbc news so you must have known lester holt We can talk about that
00:01:30where she had strategic strategic and operational oversight of the networks presence on the web mobile devices and social media prior to that Oh my gosh you're so many different outlets We did this We were together right in chicago there's discovery new york times cnn oh who am i
00:01:48missing Npr npr yes and more right And more Well no that's about it for media Yeah Okay Okay So all kinds of accolades Multiple honors Three peabody awards for alfred i dupont columbia university awards dozens of emmy's My goodness So vivian thank you so much for joining us
00:02:12Do you want to start by just giving us a little bit of oversight into media co which i mentioned in your title Let people know what that's all about Yeah So media co is is part of a weber shandwick and it's Really Our name We don't always use
00:02:28it sort of out in the public But it's the name that we use around helping our client's brands become publishers in their own right It's it's interesting for me because my whole career has been on the publishing side you know creating quality content distributing at making sure that
00:02:45people can see it know how to share it and now i'm doing the same thing with brands helping them tell their story directly to consumers wherever those consumers happen to be consuming media which is almost always on their mobile device so we work with clients we help them
00:03:03in everything from understanding how to structure restructure their organization how to create those stories had to set themselves up for success i don't know where to distribute how to communicate what kind of visuals how to distribute howto measure how to know that the content is is having its
00:03:20desired effect and then howto you know optimizes they say to use a little bit of jargon or or what that really means is just make sure that you're constantly tweaking what you're doing to making sure that it's doing the best that it can be and it's you know
00:03:33serving the audience in the way that you want to serve them that's amazing amazing stuff and kristy i know that this is one of your passions right media co and all the things that vivian just described it is i started i was a journalism major and so i
00:03:51started my career as a newspaper reporter so i've always had a special affinity or the media and you know compelling content and the world is so different now and you know newspapers the first newspaper ever worked for my whole career was an afternoon newspaper is long dead so
00:04:15i've been really really interested in learning more from vivian and also about media co as how we are able to bring that to our clients and everybody listening to this may or may not know but revive health earlier this year became a part of weber shandwick and so
00:04:35what that has opened the door for us on dh for our clients is access to people like vivian and tio amazing points of view and insight on too you know the modern landscape in terms of how people get information and consume information and share information and engage with
00:04:56information so i think that you know everything changes so quickly and i'm also concerned about the lack of great you know where do people get there You know reliable entrusted information because you can watch even the presidential debate last night and see that there's a lot of misinformation
00:05:17out there so that's my passion that's where i'm coming from super excited teo continue to just be ableto bring all this information two people as we're trying to you know work feel our way through the constantly changing media landscape yeah it is it is changing so fast it's
00:05:40hard to keep up we got to know vivian we got to know you because you joined us in chicago a couple weeks ago for the shoe schmidt conference which this audience knows well typically the folks listening to this podcast come from the health system world on so she
00:05:56schmidt is kind of the crown jewel of conferences and we were so fortunate to have you there we had a really nice dinner we invited about fifteen gas so it was a nice intimate well wasn't intimate setting it was an incredible setting on city's rooftop which is just
00:06:11if you've never been to chicago we've never been to that venue holy buckets it's amazing when incredible of you yeah all right incredible view we had this thing this little room it was that little but compared to the size of the venue was perfect for us had a
00:06:27fireplace in it and so we got two here vivian talk about a lot of this stuff christy christy you were going to be there so you're going to hear some of this for the for the first time but the experience overall and i know you didn't get a
00:06:44chance to actually attend the conference correct i did not unfortunately yeah so it was there was so much good stuff and you know a lot of people talking about these things they'll have to say not really to degree that you touched on you know one of the highlights
00:07:02for me was actually listening to the chief strategy officer from spectrum health roger jansson who talked about how they're moving in in different ways in terms of serving their communities operations that goes to branding but it was very is just a completely different kind of discussion than the
00:07:20one we had that night atar at our cool dinner so you had given a presentation called telling stories across platforms and i think there's some great conversations that occurred afterwards but one of the things i wanted to ask you about first of all you know you spent some
00:07:36time talking about the shifting of power in terms of content and it's really intriguing right I think a lot of people understand the idea that mobile is taking over but i don't think a lot of people think about it in the terms that you put it ah with
00:07:55this shift from publishers the platforms you want talk a little bit about that sure well you know if for most of our our our lives are all depending what what age you are you would if you would you know you would read articles in the newspaper or you
00:08:10know watch programs or c content as we call it today on television or listen to it on the radio and then of course we come to the digital age and that moved over to websites or podcasts and and what have you but it was still sort of a
00:08:26similar experience you're reading on a newspaper or you're reading on a big screen and so i would you know i was submitting that they that that that jump from legacy platforms print radio tv to websites was really yes it was dramatic no doubt but not quite as dramatic
00:08:45because for publishers they were able to sort of port that experience overto websites now the advent of mobile which has been so dramatic so profound in terms of the number of people particularly in the united states that are on that have smartphones the experience that we're all walking
00:09:05around with the supercomputers and these cameras in our pocket all the time has really sort of given rise to new powerful media providers by which i mean facebook google twitter snapchat and on and on and on because those providers that's a much better experience They have really optimized
00:09:29again jargon alert those experiences for smart poems and mobile devices so what's happened now is even though yes we still might re a story from the new york times or watch a cnn visit video or what have you More and more we're experiencing that in a feed in
00:09:46a facebook feed and a twitter feed perhaps on snapchat And that's a very different experience if you're seeing new york times or cnn or what have you content it's still that same quality content but no longer do they control the experience you're now seeing those stories in the
00:10:02feed that might be preceded by you know your nephews baby picture you know and followed by some kind of you know me anymore you know who knows what so it's a very different experience and it's disintermediation did another piece of jargon the relationship between those publishers and the
00:10:19audience so this has profound profound effect which we could talk more about so living in time ref yeah i would be curious to know you know in terms of you know how we work with organizations and advise them in this in this brave new world are there are
00:10:40there examples out there of organizations that are that are kind of taking to these new platforms on doing a really great job I'm on kind of shining examples that we should all be looking at in terms of the ones that the folks that i kind of figured it
00:10:54out or doing it really well well if you look a tte publishers specifically there certainly publishers a lot of publishers have figured this out in fact some publishers you know have really sort of moved their whole game like buzzfeed for example over too publishing directly to you know
00:11:13the fate facebook and twitter et cetera they still have a website but they don't care that if you come back to the website they just want youto see their content wherever you happen to be There are some media companies one called now this you'll be called nowthis news
00:11:28video news provider they don't even have a website at all they only exist on platforms so which is smart because well i mean what is the purpose The purpose is to have your content scene in the case of publishers they of course need to sell ads but if
00:11:42you were a brand or you are an institution or an organization that is trying to communicate a message i still find i mean there's there's no reason you really should question why is it necessary for someone to come to your website Yes you could always get more information
00:11:57there but the point is for that message to be seen and it may be that the best experience is to just make sure that you provide the best possible experience on those platforms and then people will link to you once you've got them hooked And so i see
00:12:12more and more brands that are just creating experiences that i live and breathe and provide value or entertain or information or what have you right on the platforms where most people live particularly you know younger generations well at the at the conference you made a really good you
00:12:32know we talk about we talk about digital first all the time we talk about mobile first with our clients but i think you made a great point about what mobile first really means right So the idea that like the facebook app in your phone is is the facebook
00:12:48experience shrunk down made accessible through mobile but not really mobile First you gave the example i think the perfect example of mobile first remember what it was the one Well there's a few i i think i may be mentioned snapchat or i might have mentioned yeah yeah both
00:13:05of those i think are examples so snapchat you're right So facebook will your writer i was right and your right and referencing it which is facebook you know the facebook feed you know Yeah they've made it so that it's nice experience on your mobile phone but it's not
00:13:19what you know what we would call a mobile native experience It works on mobile but it's not sort of born of mobile where a snapchat snapchat is created from a mobile mindset so it begins with the camera You know if you if you use snapchat when you open
00:13:38it up the first thing you see is the camera and it is sort of like famously un intuitive almost obnoxiously on into it because i think they're trying to make sure like the olds don't spend too much time on snapchat but s so they make it hard to
00:13:50figure out just so you know it is your easier for kids i guess although i have mastered it and i'm not a kid but it is it really takes advantage of everything that you could only do on a mobile device you couldn't do on a on a laptop
00:14:03or a desktop which is to take a picture put a lens on it so you can add you know that that you know the dog years or the or the you know pizza face or all those kind of lenses that you have but there's other examples to and
00:14:16utility look att uber uber again is also with a mobile native experience you couldn't you mean yes because you can't i've never actually tried to use uber on a laptop i'm sure you can it wouldn't even occur to me because it's all about you know it's got your
00:14:31geo location you could see that coming you could you know call the uber you can pay for the uber all on your mobile device it is truly a mobile native experience so i mean that's two examples there's many many many more but that is those are the richest
00:14:45i mean that's the direction the world is going well i loved i loved how you put it there that you it wouldn't even occur to you to use uber on your computer or snapchat or your computer i get just doesn't even dawn and you to think that that
00:14:58to me is a great a great way to categorize it another example is i know you know it's it's a game but pokemon go which was super hot about you know a month ago where six weeks ago is if you know anybody out that's listening if you haven't
00:15:14tried pokemon go you know maybe you think it's silly and it's not for you it's worth trying out even if you're not into pokemon and never played pokemon cards which i never did but because to really sort of understand the experience of seeing seeing in this case you
00:15:30know these characters superimposed over you're looking at your phone and your seeing where you are and you're looking at your google map and you can you know use your camera but you see these pokemon superimposed over where you are in the real world and it's so interesting because
00:15:46well this is just a game i mean one could the mind reels with all the opportunities of the ways you could think about the utility of using your camera with information overlay on your location and it's extraordinary what you know the kinds of ideas that that conscious it
00:16:05really the pokemon go thing vivian i have a fifteen year old son and so i never was into pokemon but he certainly was from the time is far back as i can remember So of course he turned me on to pokemon go and he's like come on mom
00:16:20Let's let's go over to the park because everyone's over there and there's hundreds of people and so it's like what are you talking about So of course i download the app on my phone and we go over there And the thing that really was so wild to me
00:16:36is that here was this virtual world and all of that overlay and all of that gps and all of that information like you're talking about like right they're you know personalized for me but also for the hundreds literally of other people that are wandering around in this case
00:16:55of a centennial park here in nashville and not only that people were actually it's people that you would normally see out you know at the park and its people are interacting with each other and you know saying okay over there there's a there's you know whatever pokemon figure
00:17:13is you know over by them over by the lake or whatever and it was just fascinating to me and then i got hooked and i started you know trying to like take more you know go out i was like okay i'm gonna go out and walk the dog
00:17:24with my pokey mongo subjective isn't it Yeah and then i started playing in the office and everybody in the office was talking about it and then you know you started seeing all these other things coming out about how it was going to impact you know it was going
00:17:38to be like the next fitbit for health care and you know all of our our client's revive health they're all in the healthcare space and so it was really fascinating to kind of watch that unfold on dh to see how you know basically a videogame and an ap
00:17:56all came together and got people out moving and covering more miles you know on their feet than any other health device had been able to dio you know there's a there's a really wonderful book that it's it's you know it's more than ten years old now but it
00:18:16is one of the most i think seminal important business books old time i might say when it comes to dealing with you know thinking about innovation and change and that is the innovator's dilemma by clay christiansen which is really extraordinary and probably you've read it but it's worth
00:18:32reading and re reading and one of the most important points that christiansen makes is that you know every disruptive technology almost every disruptive technology begins by feeling like a toy he literally says feels like a toy in the same way that pokemon go feels like a toy it
00:18:47is a toy it's a game it serves no purpose other than it's a fun addictive game but you know this is where to innovation and experimentation happens and the next thing you know the principles that are represented in that game you know are enhancing developed and used in
00:19:03an unfathomable ways like you said next you know in terms of fitness tracking and then in terms of who knows what i mean it really there's so many different possibilities of where this could go it's worth paying attention Yeah the other thing i think of oh god christi
00:19:19well i was just going to say the other thing that i thought was so fascinating about pokemon go is you know when you're out there you realize what they've done which is they've tied all these different characters that you can go you know put humans that you can
00:19:30grab two historical markers and you find yourself going to places in your own neighborhood or your own city or your own town that you wouldn't normally go and learning along the way exactly yeah i think the next step is that this is an idea that i'm gonna put
00:19:49out there and somebody could take it make billions dollars off of it imagine combining that you know augmented reality with facial recognition and voluntary participation so vivian christy and i can all participate in connect me is what we call it and you go around with your phone and
00:20:08i don't know who christy is but i see her in a restaurant i hold up my phone augmented reality facial recognition christie's profile comes up that she has filled herself like oh i love to talk about this my favorite food is this or whatever there's just so much
00:20:22that you could you know if you use your brain for like an hour think of where this could go and you know to your point vivienne not toys not games but ria life applications yeah so so i was going to bring that up so i'm glad you brought
00:20:39it up the the toy thing and snapchats the same write write to me it just feels like almost like a video game itself there's just so many different things to do ah there are some publishers on there that have figured it out though the one that i i'm
00:20:54hooked into his deejay colette i think that's how you pronounce you might be familiar with him and the whole reason i know is because he was on the cover of businessweek because the story was now chats the next big thing and it showed like instagram facebook pinterest all
00:21:08these things but he's a brand an individual that has leapt from youtube to this channel and has just blown up you know as an individual he's a publisher right that's right and you and you know people just like same thing with instagram same thing with vine you know
00:21:27youtube you know the original almost feels like the old fashioned platform i mean a new generations of stars are being are being made on these platforms i mean it's amazing when you think about what each of these and in each in their own way the kind of creativity
00:21:45they have allowed tio to be spawned that you know people that might not ever have had a platform you know in order to get their own television show or get a book published you know now through their experimentation and expression they can they can find an audience and
00:22:01they can find a niche sudden you know there are many many niche audiences you know brands and organizations could do the same thing you know reach anisha audience find people create a community and build from that community build upon that community from there on different platforms you know
00:22:18one of the things you said that was so interesting and i and i thought through it a lot because it it didn't apply to me i'm like why does this apply to me You talked about how you know folks are no longer going to websites to get content
00:22:31they're getting it fed to them through twitter through facebook through alerts on their phone and that kind of thing and i thought well i still go to new york times and i still go to startribune and i think tell me if you think this is a valid hypothesis
00:22:44i think that's because i grew up in the old days and i you know before digital before mobile for sure so i know those media sources i trust them as media sources you know kids these days millennials or whoever grew up with a mobile phone in their hand
00:23:02and so for them those those ultimate publishers are so far removed from their actual experience that for them that is true they they're getting it all through their phone through their alerts to these platforms ah and the publishers are meeting less and less is that a fair way
00:23:18to think about it It's absolutely generational there's no question about it and you know the new york times in this start tribunes of the world of course are publishing to those platforms but the the level the degree of difficulty in terms of you know penetrating to make sure
00:23:34that the reader on this platform's understands what your brand is what your brand stands for and to become loyal to that brand even if it's so much more difficult then when you have you know a newspaper land on your door or even a website so yes i mean
00:23:52this is the big challenge that's happening for publishers everywhere is there being again disintermediation the relationship between themselves and the reader is now you know through a third party a facebook twitter you know what What have you and the ramifications for that are dire and this is you
00:24:12know very very difficult and this is you know part of sort of the business model crisis that's happening for publishers now on the other hand thes platforms are allowing them to reach you know so many more people than they ever could have before i mean facebook is their
00:24:30facebook has what now one point seven billion monthly active users globally mean that is a mind blowing number so you know the potential for a publisher obviously not gonna reach all of those people but to publish her to reach so many more you know then they might ever
00:24:45have with their legacy platform is great so you know it's it's a trade off but how do you get your brand recognizing how do you how do you uh you know when loyalty and repeat visits so it's always interesting yeah all of those things it's always interesting in
00:25:06in our world it revive health where we're working with you know health care brands and mostly kind of you know hospitals and health systems healthtech and health services so it's a lot of b two b and o you know health care is already behind the curve on a
00:25:26lot of this stuff on dh even on you know sort of marketing in general when you look at big you know traditional consumer brands on dh so i guess one thing i'd be curious to know from your perspective vivian is four brands and healthcare that air possibly you
00:25:48know a little bit behind the curve how should they be thinking about you know what's the best advice we can give them in terms of how to be thinking about getting into this space And you know some of the things that when you and chris were talking a
00:26:02minute ago it made me think you know there should there's there's definitely ah a lot of entrepreneurialism and incubation going on of new and unique ideas but it seems like health care our healthcare clients and folks out there delivering health care should i should really start putting to
00:26:23the pedal to the medal on this and figuring it out a lot faster then maybe they are doing well i think that's right and and and to be sure there's a big difference between b to b and b to c i mean if you're b to b in
00:26:37all likelihood in all likelihood and it depends you probably don't necessarily need to be on snapchat for example if you're on me to see you know you may be dio and and you know i would encourage you know everybody to sort of look at there's plenty of of
00:26:53links weaken weaken share somewhere with you know the statistics of the demographics and all those platforms it's it's you'd be surprised even on snapchat that you know while it's still excuse pretty young is pretty it's it's becoming more and more distributed and and and in a place like
00:27:10facebook i mean when you're that big you're an everything platform you're a b to be your aby to si urine niece year you're everything and it's really deeply important for you know all organizations healthcare organizations you know even where they're even where it is bee to bee to
00:27:29really be on those platforms to think very strategically not just sort of scatter shot about who they're trying to reach what they're trying to get that person to do you know how what device they expect that person to be on when they received the message you know what
00:27:45what what time of day it is and what kind of action they want to take or and you know it requires it's not just a matter of sort of splattering content all over social media you've got it's got to be very targeted very specific and if you do
00:27:59that and usually it involves sort of ah paid boost to amplify the message uh social media can be the most of so much more effective it is i still find in many corners that you know people think that you know well i've got a website up and i'm
00:28:15putting all this great content people are going to find it so you know that's not always the case well i feel like we could just keep talking on and on and on but we respect for everybody's time because you know we've got places to go after this i'm
00:28:31going to draw the podcast to a close but we always like to get like one thing on the table that that is not business or health care related vivian and so we talk about anything under the sun but we thought with you given content we would we would
00:28:46go around the table and asked folks what are they reading right now What are they whether it's good or bad what's on your bedside do you still read at your bedside I guess that's a question what books you're reading right now oh gosh i am well because we're
00:29:00coming out of summer i've been on a reading bench so yes at the moment i'm reading and patch it's new book the commonwealth i love in patch whatever it everything she's in nashville i think she is she isn't i'm comin next august for the eclipse so i want
00:29:16to go into her bookstore on guy also read so that's wonderful book and i also just read the next which is a new book that came out by nathan held this is all fiction and i read uh my god i'm losing my mind what's the name of the
00:29:32comedian that's so popular she just wrote a memoir so far amy schumer amy schumer amy show her book was awesome so there's the last three books i read nice christy what about you Well i'm currently reading a book by peter block called the answer to how is yes
00:29:52and it's all about how we're all doing more and more and more but it's got less and less meeting so it's about how to ask the right questions on dh do the things that really matter so it's been really interesting and then one of my favorite recent reads
00:30:09is by one of my favorite comedians also tina fey bossy pants it's not it's not a new book but it was the first time i had read it and so that and then also another one that i've enjoyed lately is the power of habit nice wow that's a
00:30:27lot of books i struggled to read i do re but my bedside that's where i read novels because it helps me fall asleep i can't re business books because that just makes me stay awake with ideas and stuff like that i'm re reading the trilogy this started with
00:30:44the whole gosh what was a colic and it is like vampire apocalypse so this is written by justin cronin who at the time was like a young writer was his first thing the second book is what i'm on now the twelve of our read the first book twice
00:30:58i mean the second book twice so that i can read the new book and understand what the heck's going on the first was called the passage was the first one business book wise though i can't read business books anymore because i just can't finish him so i listen
00:31:11to him on tape and i'm listening to a book called play bigger which is actually a recommendation by a client on and it's all about building your own category so it's it's kind of similar to blue ocean if you're familiar with blue ocean strategy where you try to
00:31:28find a place where nobody else is that you create your own category and it's really interesting there's some of it it's i'm not quite following i don't know what you guys think of the idea that uber's a new category to me it seems like they just dominated the
00:31:41taxi category but the way they to find it that is a different category it's transportation on demand which i don't know so sometimes they play loose and fast with the definition of category but otherwise it's it's really interesting good good stuff by a couple guys as silicon valley
00:31:56sa of about a third of the way through that Oh so there you go Well vivian thank you so much for joining us again We really appreciate taking the time really really appreciate that's a double really for coming out to chicago and spending time with us I really
00:32:13i really really enjoyed it Well this just makes you want to go to the debate We can't do that We're out of time We have so much fun with with with saying superlatives over and over but we just won't do that Darn a very very very fabulous podcast
00:32:35We'll just leave it a super fabulous thank you really enjoyed talking with you All right thanks everybody for joining us And we will be back next week with the healthcare marketing underground podcast

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