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Energizing Word of Mouth through Social Media

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

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

Twitter hashtag = #c20

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Transcript

  • 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. 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. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
  • 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
  • 5. 5
  • 6. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  • 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. 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. 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. Mayo Clinic Medical Edge News Media Syndications 10
  • 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. 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. Developing a MacGyver Mindset 13
  • 14. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 15. Step 2: More, Longer Podcasts 15
  • 16. 16
  • 17. 17
  • 18. 18
  • 19. 19
  • 20. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 20
  • 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. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 22
  • 23. podcasts.mayoclinic.org 23
  • 24. newsblog.mayoclinic.org 24
  • 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. sharing.mayoclinic.org 26
  • 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. 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. Total Yearly Cost for Three Customized Blogs $165.00 29
  • 30. Sharing Some Stories... 30
  • 31. 31
  • 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. Don’t (just) pitch the media. Be the media. 33
  • 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. The next day... 35
  • 36. Six days later... 36
  • 37. April 22 37
  • 38. Sunday, May 3 38
  • 39. 39
  • 40. 40
  • 41. May 4 41
  • 42. Cinco de Mayo 42
  • 43. May 6 43
  • 44. Thursday, May 7 44
  • 45. May 10 45
  • 46. 46
  • 47. May 11 47
  • 48. This Morning... 48
  • 49. A sampling of the comments... 49
  • 50. 50
  • 51. 51
  • 52. 52
  • 53. 53
  • 54. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 54
  • 55. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 55
  • 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. For Continuing Education ... 57
  • 58. 58
  • 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