#MCSMN Annual Conference Day 1

Hi everyone! I'll be live-blogging throughout the day, so check back often for updates! (Note: updates are added to the top.)

CASE STUDY: Newsjacking: The Rewards and Risks of Leveraging Breaking News

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.

CASE STUDY: Gettin' Those Digits: How OSF HealthCare Used Social Media to Boost Patient Traffic

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.

  1. Set a SMART goal. (specific, measurable, achievable, realistic, timely)
  2. Brainstorm. A designer mocks up 3 ads.
  3. Message testing. They have an online patient panel called OSF Listens, and they asked the panel which ad they liked best.
  4. Re-work the ad concepts and decide on the winner.
  5. Develop the digital-first strategy.
  6. Launch the campaign.

How to Decide What to Post on Social

  • OSF Listens members told them they're more concerned about their loved ones than themselves.
  • They also care more about local experts and want to see more from them.

Lessons Learned

  • Identify different audiences
  • vary messaging/images
  • Tell a story
  • Set your OG
  • Don't overdo it!

KEYNOTE: Humanize Your Digital Experience

Brett Berhoff focuses on LinkedIn and helps you resonate with your audience by bringing the human out of any story.

LinkedIn Basic Training


  • Profile photo: the most important thing on your profile. Use a good professional photo. Stay away from illustrations of yourself.
  • Background photo: a place for you to put anything you want. Let people know where you are. Do you have a team?
  • Headline: your marketing/welcome statement. People want to know who you are, in a simple way.



  • Limited to 30,000 direct connections, but you can have unlimited followers.
  • Connect with influencers (big or small) who matter to your organization.
  • LinkedIn is a game of strategy. It's all about who you're connecting with and why


  • Types: long form, short form (status updates/mini blogs), shares, group posts, comments (every comment has a link directly to it)
  • Hashtags are new to LinkedIn, and they work just like hashtags on any other platform.

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.

LinkedIn's Algorithm...

  • decides where all your posts end up
  • loves emotion.
  • loves keywords. If you mention "sports" in your post, it will be shown to your followers who have "sports" in their profile.
  • loves conversation. Comments matter.
  • loves to screw with you. (LOL truth)
  • doesn't love when we pull people away from the platform.


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).


  • Everybody deals with it.
  • If you have something go viral, the trolls with come out.
  • It's important to take the rejection and turn it into an opportunity. If you have no engagement, you can edit it to change the hook line, and then see if that gets engagement.


Bottom Line

  • It's all about engagement. Be human. The human is the center of everything.
  • Experiment.
  • Test everything.
  • Stop hoarding thoughts and ideas.

CASE STUDY: $1 Billion at Stake: How Not to Launch the Biggest Social Campaign of Your Career

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:

  • Invest in internal empathy.
  • Know when to be a "good soldier."
  • Know when to take a stand.
  • Social is special.
  • The community owns the narrative.
  • You alone won't change corporate culture.

Jess was asked for tips to avoid similar mistake:

  • Include patients in the design of everything, from messaging to buildings
  • More focus groups
  • More conversation monitoring
  • Incorporate listening and monitoring best practices with employees

KEYNOTE: Facebook Success Strategies: Proven Ways to Increase Your Reach, Engagement, and Results

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.

  • Cisco projects 79% of all global consumer internet traffic will come from video by 2018.
  • VIDEO is king on Facebook. A recent eye-tracking study shows people gaze five times longer at video than static content on Facebook and Instagram.
  • NEVER use the Boost button. Facebook knows you're not an advanced ad user (and probably won't spend much money) if you use this button and will not show you all your options. Always use Facebook ads manager.
  • Shorter is better.
  • Facebook has started putting ads in the middle of longer videos.
  • The challenge with video: budget. 43% of marketers said they'd create more video if they had no restrictions such as time, resources, and money.
  • Wave app allows you to create up to 6 versions of your video. www.wave.video
  • Lumen5: turn articles into videos. Submit the link to your article and they'll create a video.

Facebook & Instagram ad tips from Mari:

  • Move away from the Boost button
  • Post and promote more video

Advanced advertising tips:

  • Facebook knows if you're a sophisticated advertiser or a newbie.
  • Install the Facebook Pixel on your website
  • Use custom audiences
    • Include lookalikes
  • Objectives
    • Start with video views
    • Then traffic, conversion, products, and/or leads
  • Your organic reach will increase!

Messenger: Are you integrating automation?

  • China is leading the messenger app race.
  • WeChat is a Swiss Army Knife of messaging. [Google: NY Times We Chat]
  • Facebook says that Instagram, WeChat, and WhatsApp are only 1% done!
  • Messenger
    • 2 billion messages between businesses and people each month
    • 100,000+ monthly active Messenger bots
    • 53% of people say they're more likely to do business with a business they can message.
    • Check out The Doctors Company on Facebook. Tap Message and then see the pre-loaded questions.
    • Now you can add Messenger to your website.

Facebook's Future

  • Smart Speaker coming in May 2018
  • 360 camera
  • AR
  • Brain-scanning
  • Futuristic wearables
    • Smart glasses
    • Sensor-laden glasses
  • Drones
  • Camera effects for shopping


  • Create more video content
  • Broadcast using Facebook Live
  • Build for mobile (square video) + Canvas
  • Amplify reach and results using Ads manager
  • Integrate Messenger (consider a bot)
  • Community & service will always prevail

#MCSMN Update

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.


Choose a message to share 
Humanize your digital experience with social media -
Newsjacking: The rewards and risks of leveraging breaking news on social media -
$1 billion at stake: How not to launch the biggest social campaign of your career -

Ummm – this is a really complete update…. will tweet….


Wowee, outstanding summary — well done, Audrey, you rockstar!!


Hi, Audrey! Thanks for summarizing last week’s conference. Our team really enjoyed it. Is there any chance these decks (from both days) could be shared as PDFs?


Hi, Audrey! Thanks for summarizing last week’s conference. Our team really enjoyed it. Is there any chance these decks (from both days) could be shared as PDFs?

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Glad you enjoyed the conference, Megan. We’re working on posting all the PDFs in the next day or two. Still rounding up final versions and making sure we have the right approvals.

What was your favorite presentation or activity at the conference? Any take-aways you’re able to put to work right away?

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