Hi everyone! I'll be live-blogging throughout the day, so check back often for updates! (Note: updates are added to the top.)
When Jeff Calaway attended an event where President Trump introduced a patient diagnosed with Pompe disease at a young age, he knew Pompe disease was the story that was going to run the next day. Jeff, a journalist at Cook Children's Health Care System in Fort Worth, TX, called their doctor specializing in this and he said he didn't have time for it. Journalists don't take no for an answer. Jeff persisted and it turned out that the doctor had just seen a patient with the disease and asked Jeff if he wanted to talk with the family. DUH! So Jeff interviewed the mom, wrote a story, was sent photos from the family, obtained media releases, and ran the story. All in 24 hours!
The Cook Children's team meets at 9:15 every morning. They come in with a blank slate and they leave with their plan for the day, know what element of the story each person will work on. His team consists of several journalists, but they also have an Assistant Vice President, Winifred King, who gives them the freedom to work on whatever they want, and a Medical Advisor for Digital Health who can help them put medical jargon into understandable words for normal people. Their medical advisor, Dr. Justin Smith, also provides expert advice for posts and monitors Facebook (and responds!) when they have posts about vaccines.
What is newsjacking? Publishing content about a topic trending in the news.
"Urgent" is an understatement.
With a newsroom, Jeff's team is publishing content and then the news media is calling them to run stories. They provide content that is ready for news stations, and sometimes, the reporters don't even call Cook Children's. Jeff shared an example of a flu story that was shared on the nightly news and the news station used all the facts in Jeff's post, and gave Cook Children's credit. Win!
Initially, Jeff had some pushback from physicians because they didn't want to spend time on a blog post. He figured out that doctors are super-competitive, so Jeff shares metrics and pits them against each other in order to encourage physician engagement.
Jeff discussed blogs and newsrooms in last month's Member Conference Call, Blog vs. Newsroom? Premium members can participate in the discussion and listen to archived calls.
Katie Whitt shares how OSF HealthCare marketing embraced a digital-first approach to advertising and what they learned along the way. Here are the steps OSF takes when they launch a campaign.
How to Decide What to Post on Social
Brett Berhoff focuses on LinkedIn and helps you resonate with your audience by bringing the human out of any story.
LinkedIn Basic Training
What type of post works best? Text-only short form.
The hidden secret is video. LinkedIn is rolling out native video. The algorithm likes video.
On LinkedIn, video is shared 20 times more than any other type of post.
It's not just about whether people are clicking "Like" on your content. What matters is the likability of your brand, and what that means to then gain likes (clicks).
Background: In the fall of 2013, Nike founder Phil Knight and his wife Penny issued a challenge to Oregon Health & Science University. If the institute could raise $500 million for cancer research in only two years, the Knights would match that amount--resulting in $1 billion in support of the OHSU Knight Cancer Institute and its vision to end cancer in Oregon. In only 22 months, OHSU met the Knights' $1 billion challenge and set a national fundraising record in the process. But the campaign was not without setbacks. In fact, the "One Down" campaign entered significant backlash at its launch, primarily within the Knight Cancer Institute's own social communities.
Jess Columbo shares how she flipped a big mistake into a big success. Her "One Down" campaign initially made a lot of people upset, but then she selected the "10 most P.O.'d people" and turned them into advocates by "hugging her haters." Dr. Druker called those ten people and said, "we heard you, we're going to make changes because of you, thank you."
Hard lessons to learn:
Jess was asked for tips to avoid similar mistake:
Mari Smith, the Queen of Facebook, begins her presentation by sharing stats about how the world is communicating, as well as the U.S. consumer audience.
Facebook & Instagram ad tips from Mari:
Advanced advertising tips:
Messenger: Are you integrating automation?
Welcome to Scottsdale! We're kicking things off this morning with an update from Dr. Farris Timimi and Lee Aase. It was broadcast on Periscope, so you can watch the video of their opening remarks below.
— Mayo Clinic (@MayoClinic) December 11, 2017
Tags: Annual Conference