Facebook: Doing it wrong -- and getting it right - BDI 4/17/13 Content Marketing Summit

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Case Study: Facebook: Doing it wrong -- and getting it right
This case study will show how Cleveland Clinic, one of the largest health systems in the world, is leveraging custom content and flouting conventional wisdom on Facebook to engage healthcare consumers and grow its brand regionally and nationally.
Presented by: Scott Linabarger, Senior Director, Digital Marketing & Creative Services, Cleveland Clinic

www.bdionline.com

Published in: Business, Technology
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  • @CarlHartman Thanks for the feedback, Carl. While it wasn't in the deck, I did speak to an important point about frequency of posting: Very few of our users actually see all six of our posts. Even our best, most popular posts are only seen by 150,000 or so of our 450,000 fans. Thus, it becomes very much a 'shots on goal' approach. Whether our fans are seeing six, none or some number in between, our survey results suggest they are quite happy with the volume. I also mentioned that we are successful either because of our contrarian approach or perhaps despite it. Hard to say which.

    I am intrigued by this 'affinity content engineering' model and would be interested in discussing further.
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  • Actually, about 1/3 of the things you were told were correct, however your mistakes are being offset by other practices. Personally, if you contacted me six times on Facebook each day, I would hunt you down and punch you in the face (I'm kidding). Nobody really cares to hear from you that much. However, I understand why it is working and it is not the number of contacts you put out each day. Each of your contacts are being perceived as a single contact.

    We developed and tested models for what we call 'affinity content engineering' almost 15 years ago when I was an executive at a major TV network and actually wrote a long document based on our testing. I developed a model for a national competition almost 10 years ago for the Corporation for Public Broadcasting and out of 80+ entries, mine was selected as the 'only viable future for television/broadcast media.' I know why it works and how it works at a deep psychological level. - Without explaining why here, there are a lot of reasons why many of the things you were told not to do, didn't work. However, some of the reasons some of your elements work go to deep emotional needs and why people connect with a brand.

    Personally, I don't like the term 'content marketing' because much of what is out there is just buzz, its repackaging the same old stuff under a new name. Using the same old methods is just insanity. - It's more than producing content or valuable content, there is actually a formula we developed that defines how and why the customer attraction works. I worked with some of the leading scientists in human-computer interaction to understand those constructs and define them on paper. I created a company called Brand.gineering that is now using those constructs in concert with brands to get rid of the old models inspired by 'advertising' and move to new models that generate long-term customers that are in it for the long haul.
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  • Very interesting. I run a strategy like this at Microsoft, and it's one of the biggest drivers of audience growth and interest globally.
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Facebook: Doing it wrong -- and getting it right - BDI 4/17/13 Content Marketing Summit

  1. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubFacebook:Doing it Wrong,Getting it RightScott LinabargerSenior DirectorMultichannel Content MarketingCleveland ClinicApril 17, 2013
  2. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub$6.2 billion enterprise43,000+ caregiversNational & Multi-nationalNo. 4 best hospital in the USSource: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  3. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  4. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubStrategyGenerate engagementand conversationaround health,wellness and clinicalcontent that is uniqueto Cleveland ClinicSource: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  5. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubImprove the everydayhealth of our usersand help them makesmart healthcaredecisions
  6. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubStrive to makea meaningfuldifference inpeople’s liveswhileexpressing ourexpertise,empathy andunique modelof medicine
  7. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubDistribute thecontent in acohesive,coordinated wayacross digitalchannels, includingFacebook
  8. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub- Enterprise blogabout health,wellness andmodern medicine- 35+ expertbloggers- 3-5 posts per day,covering a widerange of topics- Videos, articles,listicles, slideshows
  9. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub40% of HealthHub traffic frommobile devicesis mobile friendly
  10. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub“Official” Enterprise PageChildren’s HospitalCommunityFacebook.com/clevelandclinic
  11. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we were told:Curate, don’t create: it’s better foryour brand
  12. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we do:We create. All of our content isproduced by Cleveland Clinic andwritten or reviewed by ourdoctors/experts.
  13. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  14. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  15. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  16. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  17. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  18. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  19. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we were told:Don’t post more than 1 or 2 times aday -- you’ll annoy peopleDon’t post in the evenings andweekends – you’re wasting your time
  20. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we do:We post 6 times a dayPost at 1 a.m., 7:30 a.m. 10 a.m., Noon, 4p.m., 8 p.m. during the week and asimilar schedule on the weekends
  21. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceIn the morning…For when you areplanning your day
  22. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceLate afternoon…Healthful recipesfor when you arethinking aboutdinner
  23. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceIn the evening…For when you’redreadingovernight.
  24. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceFriday night…For when you’refeeling frisky.
  25. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceMarch…For when springhas sprung
  26. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubFrequency of Posts261% 6%74%17%3%Way toofrequentlySomewhat toofrequentlyJust right Somewhat tooinfrequentlyWay tooinfrequentlyOpinions Towards the Frequency of Postsn = 60494 percent saywe post the rightamount … or notenough
  27. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we were told:Your posts are too polished – theyneed to feel more authentic
  28. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we do:Our posts are very polished and on-brand. They are distinctive and uniqueto Cleveland Clinic
  29. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhite orlightbackgroundVibrant,simple,colorfulimageSimplemessagethat teasesQuestionAnswer CTA123465 Logo
  30. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we were told:Facebook is for engagement: youshould not use it to drive traffic toyour site. You’ll just turn people offand, basically, won’t work.
  31. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we do:Traffic to our blog is our No. 1 metric.Our posts and schedule are calibratedto get clicks. Engagement on Facebook– Likes, Comments and Shares -- is justa means to that end.
  32. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub- Facebook postsnever give awaytoo muchinformation- We tease to getpeople to click
  33. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we were told:Facebook advertising doesn’t work.Building your fans through advertising ismerely accumulating a randomcollection of individuals who won’t careabout your brand and won’t engage
  34. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhat we do:Advertise! And as it turns out our newfans are far more engaged than ourbaseline group
  35. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubObjectivesEnterprise Business Objective: Grow brand awarenessGrow number of fansGrow likelihood to recommendGrow visits to Health Hub
  36. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubNumber of Fans3601002003004005002009 2010 2011 2012 2013ThousandsAdded 100,000+ Fans in Q4 2012 and250,000+ Fans in 1Q 2013 due toadvertising
  37. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubNumber of Fans37- 131.06% growthrate in 1Q wastops in theindustry- More than twicethe growth rateof nearestcompetitor
  38. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubLikelihood to Recommend3835%56%0%10%20%30%40%50%60%Sept. 2011 Dec. 201221-point growth in“Very Likely toRecommend”
  39. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubVisits to Health Hub39050,000100,000150,000200,000250,000300,000350,000400,000450,000More than 417,000 visits tothe Health Hub blog in March
  40. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubVisits to Health Hub40Facebook,65%Twitter, 7%Email, 5%Direct /Other, 13%OrganicSearch,10%- Facebook nowproduces morethan 270,000visits a month- About 65% of alltraffic to HealthHub
  41. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubIndustry Comparisons: 1Q41- No. 3 in overallsize of fan count- Behind twochildren’shospitals- Ahead of MayoClinic
  42. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubIndustry Comparisons: 1Q42- No. 1 in “TalkingAbout This”
  43. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubFinal ThoughtsBe true to yourselfFocus on the right goalsStay focusedMine (and mind) your dataServe your users
  44. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubThank you> ClevelandClinic.org> ClevelandClinic.org/healthhub> Facebook.com/clevelandclinic> Twitter.com/clevelandclinic> YouTube.com/clevelandclinic> Pinterest.com/clevelandclinic> Google.com/+clevelandclinic> Linkedin.com/company/cleveland-clinic

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