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Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
Engaging Key Stakeholders Through Social Media
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Engaging Key Stakeholders Through Social Media

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Introductory presentation on practical use of social media in business and health care

Introductory presentation on practical use of social media in business and health care

Published in: Business, Technology
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  • 1. Engaging Key Stakeholders through Social Media MHSCN Winter Conference February 29, 2008
  • 2. Answering Your Questions • Why should I care? • What are social media? • What is Mayo doing? • How can I get started?
  • 3. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles Times
  • 4. Star Tribune Values • 1998: $1.2 billion • 2006: $530 million
  • 5. One Huge Contributor
  • 6. And exactly how do newspapers compete?
  • 7. The Most Important Word in Web 2.0
  • 8. Chicago Tribune Values • 2000: Buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
  • 9. 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)
  • 10. 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 10
  • 11. Cutting Edge Circa 1990 11
  • 12. Avoiding Malpractice • Blogs • Podcasts • RSS • Social networking sites • Wikis • YouTube
  • 13. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English, Lee LeFever, Common Craft
  • 14. 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
  • 15. 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
  • 16. Social Networking Sites • MySpace, Facebook, LinkedIn
  • 17. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech Massacre
  • 18. Wikis
  • 19. YouTube • How the world shares videos • Google bought for $1.65 billion
  • 20. 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
  • 21. First Foray in New Media • Existing Medical Edge radio mp3s • Launched September 2005
  • 22. 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 22
  • 23. More, Longer Podcasts 23
  • 24. 24
  • 25. 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? 25
  • 26. Wordpress.com Private Blog 26
  • 27. Wordpress.com Private Blog 27
  • 28. Blog Pilot II: Behind Firewall • Wordpress MU - Open Source • Unlimited number of blogs 28
  • 29. Mayo Clinic News Clips Blog 29
  • 30. 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 30
  • 31. 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 31
  • 32. Blogging Policy via Wiki 32
  • 33. 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 33
  • 34. 34
  • 35. 35
  • 36. 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 36
  • 37. 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 37
  • 38. 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. 38
  • 39. 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 39
  • 40. 40
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