ASN: Revising the Digital Strategy for A New AgeHCOM512: Team BAli Brackett Robert ChungSara Harrell Sondra Maas

Vision Statemen

t

A healthier world through better nutrition research and science.

Mission

To develop and extend knowledge of nutrition of all species through fundamental, multidisciplinary, and clinical research; facilitate communication across investigators in nutrition, medicine and related fields; support the dissemination and application of nutrition science to improve public health and clinical practice worldwide; promote graduate education and training of physicians in nutrition; provide reliable nutrition information of those in need, and advocate for nutrition research and its application to development and implementation of policies and practices related to nutrition.

Values

●Credibility ●Excellence●Collaboration ●Integrity

S.W.O.T. ANALYSIS

SSTRENGTHS- Active blog with a readership of

6,000+/month- Good klout score - Strong following on Twitter and

LinkedIn- The ASN brand is a trusted messenger

WWEAKNESSES- Blog content is trapped within the blog- Lack of meaningful interaction on social

media platforms- High health literacy needed for majority

of resources and publications; lack of easy-to-read materials for consumers

- Limited budget

O

OPPORTUNTIES- Consumer interest in nutrition has exploded in the

digital space

- Host health-related webinars intended for consumers

- Reach new audiences through current membership base

- Loyal membership who can provide input to strategies for organizational growth

- Growing trend for non-traditional online resources (i.e. videos), which journal writers and researchers could explore

TTHREATS- in the market and online.- Other online resources that appeal

credible because of their relevance to the consumers’ needs, yet do not have the same level of credibility as ASN (i.e. Buzzfeed, Huffington).

- Press embargoes limits partnerships with media outlets.

ACTIONABLEGOALS

GOALS

To closely examine ASN’s current members through formative research.

Research the search behavior of consumers seeking health information

Repurpose and promote (through current channels) existing content to create consumer-focused resources for health literacy.

Analyze event fees & membership models to revise pricing structure for all ASN offerings.

GOALS(cont’d)

Collaborate/Partner with 5 new International Nutrition Organizations which would be promotional and mutually beneficial.

Aggressively build a Non-Member email list.

Create a corporate sponsorship and target more employers through a group discount membership.

PERSONAREVIEW

Gay Sung

● Professor● 35 Single ● High health literacy● Patient, nice guy, ● Research sodium ● Male● MPH in

Epidemiology● ASN’s eblast,

conference, non-member

Mrs. Andresina McManus

● Native Palauan, Guam

● 42 years old● Elementary teacher● 12yo child

diagnosed with anemia; first in family

● Looking for little-to-no cost credible health info online

Dr. Oprah Winfrey, RD, PhDASN member

● Dietitian researcher● 50 years old● Married● PhD from Texas A&M,

CP from University of Alaska (to get her RD).

● Works as Faculty at Colorado State

● Blogger, Strong social media

John Dorian (JD)

● Medical resident● 28 years old ● Single ● MD from Tufts ● Deeply in debt ● High health literacy● Looking for Failure

to Thrive research

COMPETITIVE ANALYSIS

BORROW● Use a logo that is appealing and

meaningful to consumers● Create and share infographics to

convey research to a much larger audience population

● Robust survey library that clearly outlines their resources for consumers

● Visible newsletter registration on homepage

AVOID / IMPROVE● Mobile optimization of website● Ability for donation - include ASN

partners/members in building its brand equity

Infographics make scientific research

less scary and useful

BORROW● Efficient segmentation of content to

reach specific audience demographics (scientists, consumer advocates, etc.)

● Well-organized and smart use of content including blogs

● Availability of sub-tabs for easy navigation

AVOID / IMPROVE● Slogan must be in the forefront● Student Chapters - integrate

physical into online presence

subtabs for easy navigation

increase health literacy by segmenting

audience

BORROW● Up-to-date rotating banner that

clicks into a particular, relevant content in the site.

● Live interactions with members● At-a-glance membership benefits

AVOID / IMPROVE● Web design aesthetics: use of color

and white space● Twitter feed that highlights

user/member engagement● Catchy blog: Food for Thought

usefulimages promote

collaboration… pride!

Any Questions so Far?

STRATEGY RECOMMENDATIONS

DESIGN

Enhance the web design to be more responsive and mobile & user friendly that offers clickable imaging and eliminate redundancy.

● Implement responsive design in the current site: it currently does not scale with browsers, and thereby the text is far too small for mobile utilization.

● Upgrade rotating banner from static stock imagery to dynamic, text-embedded graphics that are hyperlinked to relevant events and areas of the site.

● Improve ease of navigation on the site with a simple implementation of a left-top-corner nav box, a la ASBMB, to reduce nav frustration.

Implement responsive design so anyone, anywhere, on any screen, can use the site well!

Utilize banner with rotating images that you can click

Make navigation intuitive with bolder colors and nav positioning

CONTENT

Increase health literacy throughout the website (i.e. by merging Nutrition Notes and eNewsletter, adding infographics) to make it more consumer-friendly.

● Generation of infographics based on key findings: attractive to the consumer population and low health-literacy level for mass appeal

● Revise the member-targeted quarterly newsletter: remove redundancies to the website, add human-perspective pieces, images, and unique, newsletter-only content to incentivize readers to read, and broaden audience.

● Repurpose/enhance utility of the robust “Nutrition Notes” resource: create a smaller, consumer friendly version (5-8) pages for widespread distribution/marketing.

Infographics! (Because we don’t have time to scroll, read, or even think for more than 10 seconds).

eNewsletter needs a makeover for wider audiences.

Nutrition Notes: 28 pages ripe for packaging for different audiences

TECHNOLOGY

Increase Visibility of Social Media Channels and Unify Branding.

● Social Media Improvements:○ Assess presence on LinkedIn to determine

which pages to keep (Groups or Company).○ Feature Q&A or reddit AMA with current

publication authors. ● Highlight most trending/accessed journals with

homepage embedded “Top Read/Top Shared/Top Accessed” box.

● Decrease steps-to-share by implementing popular social media share buttons (i.e. embedded Pinterest share) for visual assets.

Button up current online presence, like LinkedIn

or???

which one? both active!

Tweaks to increase time-on-page

REDDIT: incredible community of consumer/pop science/inquiring minds, via the AMA

EVALUATION

● Web Analytics (Communications & Media Director) ● Social Media Analytics (Communications & Media

Director) ● Email Analytics (Communications & Media Director)● Annual Membership Survey

○ To Assess: ■ Engagement with ASN on Social Media■ Overall suggested changes ■ E-newsletter improvements ■ Overall communication with members

OUTSIDE THE BOX

Stretch Ideas!● NUTRITION.ORG (ASN as founding organization)

● Acquire/merge with IFIC (a consumer sister site or integrate into ASN)

An idea that is not dangerous is unworthy of being called an idea at all.

– Oscar Wilde

THANK YOU #HCOM512!

Ali Sara Rob Sondra

orrrrrr? lol jk maybe..