Engaging Key Stakeholders
through Social Media
MHSCN Winter Conference
February 29, 2008

Answering Your
Questions
• Why should I care?
• What are social media?
• What is Mayo doing?
• How can I get started?

Changing Media
Landscape
• Massive newspaper
layoffs/buyouts
• Star Tribune
• Pioneer Press
• Los Angeles Times

Star Tribune Values
• 1998: $1.2 billion
• 2006: $530 million

One Huge Contributor

And exactly how do
newspapers compete?

The Most Important
Word in Web 2.0

Chicago Tribune
Values
• 2000: Buys LA Times
for $8 billion
• 2007: Sam Zell buys
Tribune (with Times) for
$8.2 billion

Media Values
• Wall Street Journal = $5 billion
• Chicago Tribune = $8 billion
• Star Tribune = $0.53 billion
• Total for all 3 < Facebook
($240 million for 1.6 percent)

Facebook Growth
• > 65 million active users
• Growing an average of 250,000/day
since Jan. ‘07, or 3 percent/week.
• Active users doubling every 6 months
• > half outside of college
• > half visit site daily and average 20
minutes/day of use
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Cutting Edge Circa 1990
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Avoiding Malpractice
• Blogs
• Podcasts
• RSS
• Social networking sites
• Wikis
• YouTube

Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English, Lee LeFever,
Common Craft

RSS = Really Simple
Syndication
• Lets you easily track dozens of
blogs or other web sites
• Ping = electronic Whassup?
• RSS “baked in” IE7, Safari
• Google Reader, Newsgator,
Attensa are free options

Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod
• Series of segments to which
you can subscribe via RSS
• iTunes free for PC or Mac

Social Networking
Sites
• MySpace, Facebook, LinkedIn

Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech Massacre

Wikis

YouTube
• How the world shares videos
• Google bought for $1.65 billion

Mayo Clinic Medical Edge Syndications
Foundation for Starting Social Media
• Television -- Weekly :90 news insert
• NWA World Traveler - monthly column
• Radio -- Daily :60
• Newspaper Column
• Twice-weekly Q & A syndicated through TMS
• Chicago Tribune, Seattle Post-Intelligencer,
Newsday among largest papers
•St. Cloud Times, Rochester Post-Bulletin in MN
• Samples at mayoclinic.org/medical-edge

First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched September 2005

Summary of Results
• Peaked at #29 in Top 100 List
• Increased average daily visits to
radio pages from 764 to 1,661 (117
percent) vs. last month without
podcast
• Increased mp3 downloads from 891
to 74,105 (8,217 percent) August vs.
October
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More, Longer Podcasts
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Getting Started with Blogging
• Personal blog since July ’06
• Asked to Develop Public Affairs
Department blog in Dec. ’06
• How do you do it without IT Support?
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Wordpress.com Private Blog
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Wordpress.com Private Blog
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Blog Pilot II: Behind Firewall
• Wordpress MU - Open Source
• Unlimited number of blogs
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Mayo Clinic News Clips Blog
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Blogging Challenges
• What if I don’t remember to go to the
blog?
• External RSS aggregators can’t
reach behind firewall
• Email reminders/digests necessary
• Managing access with open source
platform is complicated
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Wikis
• Variable experience with Pilot
• Some teams building plans
collaboratively
• Others more traditional Word/
track changes mode
• Lack of WYSIWYG is barrier
• Advantage is easy linkage from
blog for reference
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Blogging Policy via Wiki
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Facebook Developments
• Now allowing institutions and brands
to develop Pages (as of 11/6/07)
• Users become “fans” of brands, and
affinity is displayed on profiles
• Strong opportunity to amplify word-
of-mouth marketing with
demographically targeted ads
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How can you practically use social
media to meet business needs?
• Blog or Facebook for Crisis
Communications, support groups,
employee communications
• Facebook fan page, ads, secret groups
• Twitter to activate crisis team
• Wikis for collaborative editing
• Podcasts internally or externally
• YouTube
• Anything you’ve seen from Mayo examples
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How can you get started?
• Get a FREE RSS reader, subscibe to feeds
• Get iTunes (FREE), subscribe to podcasts
• Start a FREE personal blog
• Open a FREE YouTube account and
upload a video
• Try Flickr or another FREE photo service
• Get Audacity to record audio FREE
• Open a FREE profile on Facebook and
“friend” me
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What about data security?
• See Facebook Hacker Challenge
• Don’t put bank account or HIPAA
information on outside-the-
firewall sites
• Don’t publicize existence of your
secret sites.
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Don’t Go it Alone: Get SMUG
Social Media University, Global
• Origins in “12-Step Program” and
Facebook 101 seminar
• Social media for lifelong learners
• Free Tuition (Room & Board not incl.)
• Google Lee Aase or SMUG University
to audit classes, apply for admission
• Established Jan. 24, 2008
• social-media-university-global.org
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