Energizing Word of Mouth through Social Media

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My presentation at today's Community 2.0 conference in San Francisco.

Twitter hashtag = #c20

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Energizing Word of Mouth through Social Media

  1. 1. Energizing Word of Mouth through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic Community 2.0 Conference San Franciso May 12, 2009
  2. 2. 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 2
  3. 3. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
  4. 4. 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 • Your mileage may vary 4
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  6. 6. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  7. 7. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
  8. 8. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 8
  9. 9. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 9
  10. 10. Mayo Clinic Medical Edge News Media Syndications 10
  11. 11. 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 11
  12. 12. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 12
  13. 13. Developing a MacGyver Mindset 13
  14. 14. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  15. 15. Step 2: More, Longer Podcasts 15
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  20. 20. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 20
  21. 21. 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 21
  22. 22. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 22
  23. 23. podcasts.mayoclinic.org 23
  24. 24. newsblog.mayoclinic.org 24
  25. 25. Next Step: Launched 1/22/2009 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 • sharing.mayoclinic.org 25
  26. 26. sharing.mayoclinic.org 26
  27. 27. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 27
  28. 28. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 28
  29. 29. Total Yearly Cost for Three Customized Blogs $165.00 29
  30. 30. Sharing Some Stories... 30
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  32. 32. 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. 32
  33. 33. Don’t (just) pitch the media. Be the media. 33
  34. 34. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of 90 y.o. 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 34
  35. 35. The next day... 35
  36. 36. Six days later... 36
  37. 37. April 22 37
  38. 38. Sunday, May 3 38
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  41. 41. May 4 41
  42. 42. Cinco de Mayo 42
  43. 43. May 6 43
  44. 44. Thursday, May 7 44
  45. 45. May 10 45
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  47. 47. May 11 47
  48. 48. This Morning... 48
  49. 49. A sampling of the comments... 49
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  54. 54. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 54
  55. 55. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 55
  56. 56. Immense Potential • Marketing we couldn’t afford to buy • 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 56
  57. 57. For Continuing Education ... 57
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  59. 59. Contacting Me • Google Lee Aase or SMUG U to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 59

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