"Man Bites Dog: Our Rogue Approach to Content, Branding and Social Media" How do you start a consumer-friendly healthcare blog for an internationally renowned medical institution—basically from scratch? You follow the man-bites-dog approach to content, talk about everything except yourself, and do exactly the opposite of what agency experts tell you to do. Learn how we are “doing it all wrong” but getting it right on HealthHub, how we’ve backwardly mastered Facebook to grow from 75,000 Likes to 460,000, and reached 5.5 million page views in 12 months. No matter the size of your business, you’ll learn to: • Stop talking about yourself and start talking about what’s important • Find the sweet spot between user needs, resources and business strategy • Recognize that size does and doesn’t matter • Reach the brains and interests of your audience • Mine (and mind) your analytics data • Produce high-quality text and graphic content • Exponentially grow a presence on major social media channels, including YouTube and Facebook

1. The ‘Man Bites Dog’
Approach
Nicole McClain
Manager of HealthHub
@McClainTweets
mcclain@ccf.org
Multichannel Content Marketing
June 5, 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 choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Man bites dog.

3. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
The key of interruption…
Show me something I’ve never
seen or heard before, and
you’ll grab my attention.
‘BEEH MI’
Better. Easier. Empowered. Happier. More Informed.

4. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
We see with our brain, not just our eyes.
It deosn’t mttaer in waht oredr all the ltteers in a wrod
are. You can stlil raed it wouthit a porbelm bcuseae the
huamn mnid wroks by a porecss of ptatern rceigontion.
It detemrines maenning bfoere porecssnig dteails.
Credit: Douglas Van Praet
CTME
Consciousness Thought Memory Emotion

5. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Enterprise blog, timely and
evergreen
health, wellness, news,
medical innovations
36 expert bloggers,
3‐6 posts per day
Videos (45‐90 sec), articles
(500 words), slideshows (5
slides), infographics
Created, vetted, approved

6. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Improve the everyday
health of our users
and help them make
smart healthcare
decisions…
… with no self‐talk, no selling
of our services, no email or
phone number collection…
… and we give free
downloads.

7. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Distribute content
in a cohesive
coordinated
way across digital
channels, including
Facebook

8. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
40+% of traffic
is mobile friendly
to HealthHub comes
from mobile devices

9. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Being ‘big’ has
advantages.
Being ‘small’
does too.

10. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
eNews Sites Pubs Blogs VideosDoctors News
HealthHub from Cleveland Clinic
health.clevelandclinic.org
Doctors Marketing
Designers &
DevelopersResearch PRLegal WritersPhotography
Graphics
Social
Audience
• Napkin drawing
• Silohs
• Approvals
• Collaboration
• Staying focused
• Different goals
…
• No BOGOs
• Bought not sold
• Reputation
• Don’t want us
• But you might…
someday
…

11. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Understand and think like
your audience.
Ask what they want, and show
them you understand.

12. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Don’t carry the ‘curse of
knowledge’. Stop assuming you
know what your followers want.
Give what they want and need…
… so you can work better, faster,
and smarter.
We asked…

13. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
She struggles …
with feeding her baby,
getting enough sleep
and getting back
into shape.

14. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 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 choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
She worries…
about cholesterol and
osteoarthritis, her husband
with prostate cancer…
…and their son
recently diagnosed
with Lupus.

16. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 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 choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
She thinks…
about her daughter who
has diabetes, her own
chronic knee pain and
glaucoma…
…and if there will ever
be a treatment for
Alzheimer’s.

18. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 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 choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
She worries…
…about little Jacob’s allergies,
and her dad’s surgery next week.

20. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

21. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
She wants…
liposuction, the latest beauty
tips, and a new recipe for
Friday night.

22. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

23. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Keep an editorial
calendar

24. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Mine – mind – your data
Google Analytics: What HAS happened

25. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Mine – mind – your data
Chartbeat: What IS happening NOW

26. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Mine – mind – your data
4%
15%
20%
20%
22%
25%
32%
34%
35%
41%
54%
66%
68%
70%
Other
Videos
Patient visitor information (food,…
Staff features
Cleveland Clinic satellite…
Event announcements (webchats,…
Patient Stories
Area to post “Thank You’s” to staff
Support group discussions / Forums
Physician blogs / commentary
Research / Clinical trials
Wellness tips
Disease or condition information
Medical breakthroughs / innovations
Information Liked to See More Of in Future Facebook Posts
n = 604
*List of “other”
responses can be
found in appendix
Ongoing Comment Monitoring and Facebook Surveys:

27. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Or maybe...
“People aren’t open
to change where I
work.”
You might say...
“But I’m just a little guy.”

28. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
You might say...
“You’re asking me to do a lot here,
and we don’t have enough
resources to create our own
content.”
It’s about scale and balance.

29. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
User
Needs
Business
Strategy
Resources
Finding
the Sweet
Spot
How did we do it?
• Partner with all of marketing
• Idea of user needs
• Meet weekly ‐ identify, prioritize, review and plan
• Tools ‐ ‘watch and listen’
• Feedback – daily – into editorial process

30. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
“Life can only be
understood backwards;
but it must be lived
forwards.”
― Søren Kierkegaard

31. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Which got me thinking…

32. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
We have spud wars…

33. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
And then we hit the gym.

34. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
We keep it
clean,
consistent
and on‐brand.

35. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

36. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

37. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
It All Comes Back to Being Human

38. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What has worked before?
Is it ‘man‐bites‐dog’ worthy?
What makes you different?
Recognize the ‘curse of knowledge’
What does your audience want?
The 4: Tapping CTME of your audience

39. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Curate, don’t create. It’s better for
your brand.
“60 curate / 40 create”
“users will see you more positively”

40. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do: we create
100% of our content.
What kind of content?
Why would we let someone
else speak for us?

41. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

42. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

43. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

44. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

45. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

46. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub

47. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told: Don’t post on
Facebook more than 1 or 2 times a day.
Don’t post on evenings and weekends.
“wasting your time”
“you’ll annoy people”

48. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do: we
post 6 times a day
during the week and
weekends.
1 a.m
7:30 a.m.
10 a.m.
Noon
4 p.m.
8 p.m.
• Useful
• Relevant
• Timely
• Value
• Respect the trust
526
236
“the convenience factor”

49. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
In the morning…
For when you
are planning
your day…

50. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
Late afternoon…
Healthy recipes
for when you
are thinking
about dinner…

51. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
In the evening…
For when you’re
dreading
overnight…

52. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Relevance
Friday night…
For when you’re
feeling frisky…
VERDICT: 94% say we
post the right amount
or we need to more
often.

53. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
your posts are too polished.
“make them ugly”
“be more authentic”

54. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we do:
our posts are very polished.
distinctive
unique
on‐brand
And we don’t care…
because it works.

55. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
White or
light
background
Vibrant,
simple,
colorful
image
Simple
message
that teases
Question
Answer CTA
1
2
3
4
6
5 Logo

56. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
What we were told:
Facebook is for
engagement.
You should not use it
to drive traffic to your
site.
“you’ll turn people off”
“it won’t work”

57. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Engagement on Facebook
– Likes, Comments and
Shares – is just a means to
that end.
What we do:
Traffic to our blog is
our No. 1 metric.
Our posts and schedule
are calibrated to get
clicks.

58. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Getting the Clicks
Facebook posts
never give away
too much.
We tease to get
people to click.

59. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
“random collection of transient individuals”
“won’t care about your brand”
“won’t engage.”
What we were told:
Facebook advertising
doesn’t work.

60. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
These fans are more engaged.
And we can send them to “previous” content.
What we do: Advertise!
Q4: Added 100,000+ Fans Q1: Added 250,000+ Fans

61. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Number of Fans
61
131.06 percent
growth rate in 1Q
was tops in the
industry (Zuum)
More than 2x the
growth rate of
nearest competitor

62. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Facebook Survey: “Likely to Recommend”
62
35%
56%
0%
10%
20%
30%
40%
50%
60%
Sept. 2011 Dec. 2012
Facebook Survey:
21‐point growth in
“Very Likely to
Recommend”

63. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
(Zuum) Industry Comparisons: 1Q
63
No. 3 in overall size of fan count
Behind two children’s hospitals
Ahead of Mayo Clinic

64. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
(Zuum) Industry Comparisons: 1Q
64
No. 1 in “Talking About This”
• Likes
• Comments
• Shares

65. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Final Thoughts on Facebook
Don’t fake authenticity.
Focus on the right goals.
Stay focused.
Mine (and mind) your data.
Don’t be selfish. Serve your users.

66. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose
from 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
Don’t be an ostrich.
Have a ‘wild hair’ and
think outside the box.
Nicole McClain
mcclain@ccf.org
@McClainTweets