Engaging Your Customers (and finding new ones) Through Social Media

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My presentation to the Rochester Area Quality Council on June 2, 2009.

My presentation to the Rochester Area Quality Council on June 2, 2009.

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  • 1. Engaging Your Customers (and Finding New Ones) Through Social Media Rochester Area Quality Council Lee Aase Manager, Syndication and Social Media Mayo Clinic June 2, 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. 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 3
  • 4. Agenda • Surveying the changing media landscape • Overview of Tools • The MacGyver Mindset • Mayo Clinic’s Experience • Case Study 4
  • 5. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles times 5
  • 6. Star Tribune Values and a Major Cause • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 6
  • 7. The Most Important Word in Web 2.0 7
  • 8. Chicago Tribune Values • 2000: Tribune Co. buys Los Angeles Times for $8 Billion • 2007: Sam Zell buys Tribune Co. (including Los Angeles Times) for $8.2 Billion 8
  • 9. Comparables in the Neighborhood • Wall Street Journal: $5 Billion • Chicago Tribune: $8 Billion • Star Tribune: $0.53 Billion • Total for all three < Facebook (MSFT paid $240 Million for 1.6% of stock) 9
  • 10. Facebook Demographics • More than 200 million active users • More than half visit daily • More than 2/3 outside of college • Over 35 is fastest growing demo 10
  • 11. Overview of Tools • Blogs • Podcasts • RSS • Social Networking Sites • Wikis • YouTube • Twitter 11
  • 12. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 12
  • 13. 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 13
  • 14. 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 14
  • 15. Social Networking Sites • Facebook, LinkedIn, MySpace 15
  • 16. The power of Facebook... • Evelyn’s existence 16
  • 17. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 17
  • 18. 18
  • 19. 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, Blog Council 19
  • 20. 20
  • 21. 21
  • 22. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 22
  • 23. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet. 23
  • 24. Twitter vs. Blogs • Twitter is a micro-blogging platform. • Limited length reduces writer’s/artist’s block • Blogs provide opportunity for more thoughtful reflection and development • Tweeting = great way to take notes on a live event • Blog = platform for review/synthesis • Twitter = great for spreading word about posts 24
  • 25. 5 Reasons Twitter Beats Email • “Brevity is the soul of wit” - and of Twitter • No expectation to read and respond to everything • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses 25
  • 26. Twitter Hashtags • Enable easy gathering, especially around an event, such as: • #hcsm • #raqc • #LeeAaseIsReallyWonderful • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet 26
  • 27. Twitter Etiquette • Generally follow your followers • Following not = endorsement • Auto d to new followers = Not Cool • “Protecting” updates also = Not Cool • Replying (@) = Cool • Re-Tweet (RT) to credit sources, help followers find interesting tweeters also = Cool 27
  • 28. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 28
  • 29. Twitter Case Study #1: Listening 29
  • 30. Ensuing Conversation 30
  • 31. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 31
  • 32. Twitter Case Study #3: Journalist Interactions 32
  • 33. 33
  • 34. The MacGyver Mindset 34
  • 35. Mayo Clinic’s Social Media Experience 35
  • 36. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  • 37. 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 37
  • 38. Mayo Clinic Medical Edge News Media Syndications 38
  • 39. 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 39
  • 40. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 41. Step 2: More, Longer Podcasts 41
  • 42. 42
  • 43. 43
  • 44. 44
  • 45. 45
  • 46. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 46
  • 47. 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 47
  • 48. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 48
  • 49. HD: Worth the Investment 49
  • 50. podcasts.mayoclinic.org 50
  • 51. newsblog.mayoclinic.org 51
  • 52. 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 52
  • 53. sharing.mayoclinic.org 53
  • 54. 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 54
  • 55. 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 55
  • 56. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 56
  • 57. Yearly Cost for a Customized Blog $75.00 57
  • 58. Demolishing 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 58
  • 59. Sharing Some Stories... 59
  • 60. 60
  • 61. 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. 61
  • 62. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 62
  • 63. Don’t (just) pitch the media. Be the media. 63
  • 64. 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 64
  • 65. The next day... 65
  • 66. Six days later... 66
  • 67. April 22 67
  • 68. Sunday, May 3 68
  • 69. 69
  • 70. 70
  • 71. May 4 71
  • 72. Cinco de Mayo 72
  • 73. May 6 73
  • 74. Thursday, May 7 74
  • 75. May 10 75
  • 76. 76
  • 77. May 11 77
  • 78. May 12 78
  • 79. A sampling of the comments... 79
  • 80. 80
  • 81. 81
  • 82. 82
  • 83. May 15 83
  • 84. Early Morning May 26 84
  • 85. May 26, 2009: Live in Studio Good Morning America 85
  • 86. 86
  • 87. May 28, 2009 87
  • 88. Results to Date • More than 2.7 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 88
  • 89. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 89
  • 90. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 90
  • 91. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 91
  • 92. 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 92
  • 93. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 93
  • 94. 94