American Advertising Federation Presentations


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My presentation on October 19, 2009 to two Wisconsin chapters of the American Advertising Federation, in the Green Bay area as well as Madison.

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American Advertising Federation Presentations

  1. 1. Engaging customers, reaching new ones and improving organizational effectiveness through social media Lee Aase Manager, Syndication and Social Media Mayo Clinic #AAFWI October 19, 2009
  2. 2. Today’s Agenda • What are social media tools and why should you care about them? • What is the Mayo Clinic experience and why is it relevant for you? • How can you get started? • Any other questions you have...
  3. 3. Help you shoot down arguments that social media tools... • ...aren’t worth your time and money • ...are too risky for your organization • ...are beyond your capability to implement, either because of cost or complexity • ...are optional
  4. 4. Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  5. 5. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  6. 6. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  7. 7. About Lee Aase (@LeeAase) • B.S. Political Science • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 − Media relations consultant − Manager since 2004 − Media Relations/Research Comm − Syndication and Social Media
  8. 8. A Grandpa who appreciates the power of Facebook
  9. 9. The One Percent Solution
  10. 10. No genius necessary...
  11. 11. The MacGyver Mindset
  12. 12. Note-Taking Not Necessary
  13. 13. Reasons to Care about Social Media: Risks are Unavoidable • Anyone (especially determined detractors) can − Start a blog − Launch a YouTube channel • A significant portion of your employees are in Facebook now (e.g. >5,000 at Mayo Clinic) • ROI = Risk of Ignoring (Hat tip: USCG)
  14. 14. United Breaks Guitars Breaks United
  15. 15. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Emerged from bankruptcy last week
  16. 16. What business are you in? • Selling (and marking up) advertising? • Developing great creative? • Helping clients build profitable relationships?
  17. 17. The Most Important Word (and Book Recommendation) in Web 2.0
  18. 18. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  19. 19. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever
  20. 20. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option
  21. 21. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac • Create your own FREE podcast (listed in iTunes) through SMUG
  22. 22. Social Networking Sites
  23. 23. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  24. 24. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz,
  25. 25. Other Important Platforms • YouTube for PowerPoint and Keynote • Your own global television channel • Mix and Match
  26. 26. Mayo Clinic’s Social Media Experience
  27. 27. Mayo Clinic’s Origin
  28. 28. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 40
  29. 29. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  30. 30. Mayo Clinic Medical Edge News Media Syndications
  31. 31. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  32. 32. Step 2: More, Longer Podcasts
  33. 33. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  34. 34. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  35. 35. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
  36. 36. HD: Worth the Investment
  37. 37.
  38. 38.
  39. 39. Sharing Mayo Clinic • Gathering global Mayo community − Patients telling their stories − Employee bloggers recruited from throughout organization − Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition •
  40. 40.
  41. 41. The Next Big Thing: Radio Syndication
  42. 42. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools
  43. 43. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later
  44. 44. Official Launch Last Month • Already a “win”: formerly local program now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content • Questions “tweeted” from four continents
  45. 45. Follow Medical Edge Weekend Progress • • #mayoradio • @mayoclinic
  46. 46. Yearly Cost for a Customized Blog $75.00
  47. 47. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1969 − Pitney Bowes free fax machines and supplies in 1989 − YouTube, Facebook and Twitter free in 2009
  48. 48. Beyond the “Seven Habits”
  49. 49. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  50. 50. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  51. 51. Giving Voice to Some Stories...
  52. 52. Twitter Case Study: Listening
  53. 53. Ensuing Conversation
  54. 54. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families.
  55. 55. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  56. 56. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  57. 57. VVP for Philadelphia Phillies
  58. 58. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload
  59. 59. The next day...
  60. 60. Six days later...
  61. 61. April 22
  62. 62. Sunday, May 3
  63. 63. May 4
  64. 64. Cinco de Mayo
  65. 65. May 10
  66. 66. May 11
  67. 67. May 12
  68. 68. A sampling of the comments...
  69. 69. May 15
  70. 70. Early Morning May 26
  71. 71. May 26, 2009: Live in Studio Good Morning America
  72. 72. May 28, 2009
  73. 73. Results to Date • More than 4.7 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour
  74. 74. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car.
  75. 75. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless
  76. 76. Immense Potential • Marketing we couldn’t buy at any price − 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery − Patient support groups − Chronic disease management − Workplace Collaboration • Free versions let you prove concept, gauge readiness
  77. 77. So what’s an advertiser to do? • Don’t treat social media like another channel for blasting messages, but do... − Consider what your real business is and how social media can contribute − Get familiar with social media tools and join communities to learn standards − Become a catalytic resource to your clients, training them to engage − Coordinate social media with ads − Create compelling content
  78. 78. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  79. 79. Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” − − − − 7673082516 • Consider sharing your Mayo Clinic story
  80. 80. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog
  81. 81. U.S. TV Contributions to World Culture
  82. 82. The worst show in the history of U.S. TV?
  83. 83. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  84. 84. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.”
  85. 85. If you have an iPhone, Let’s Bump!
  86. 86. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • • Continue conversation at #AAFWI (Twitter) or via SMUG comments