Engaging Your Customers (and
 Finding New Ones) Through
        Social Media

Rochester Area Quality Council
             ...
About Lee Aase - @LeeAase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national level...
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
Agenda

• Surveying the changing media
 landscape
• Overview of Tools
• The MacGyver Mindset
• Mayo Clinic’s Experience
• ...
Changing Media Landscape

• Massive newspaper layoffs/buyouts
   • Star Tribune
   • Pioneer Press
   • Los Angeles times
...
Star Tribune Values
         and a Major Cause

• 1998 $1.2 Billion
• 2006: $530 Million
• Today: Bankruptcy




         ...
The Most Important Word
      in Web 2.0




                          7
Chicago Tribune Values

• 2000: Tribune Co. buys Los Angeles
 Times for $8 Billion
• 2007: Sam Zell buys Tribune Co.
 (inc...
Comparables in the Neighborhood

• Wall Street Journal: $5 Billion
• Chicago Tribune: $8 Billion
• Star Tribune: $0.53 Bil...
Facebook Demographics

• More than 200 million active users
• More than half visit daily
• More than 2/3 outside of colleg...
Overview of Tools

• Blogs
• Podcasts
• RSS
• Social Networking Sites
• Wikis
• YouTube
• Twitter
                        ...
Intro to Blogs




• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
       ...
RSS = Really Simple Syndication

• Lets you easily track dozens of blogs
 or other Web sites without surfing
• Truly opt-i...
Podcasts

• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe vi...
Social Networking Sites




• Facebook, LinkedIn, MySpace

                                15
The power of Facebook...




• Evelyn’s existence

                                16
Wikis

• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories qu...
18
YouTube

• World’s second largest search
 engine
• Google bought for $1.65 Billion
• “The world has voted, and we want
 to...
20
21
A Taste of Tweetcamp

• Understanding the Phenomenon
• Exploring Applications




                                 22
Twitter vs. Facebook

• Facebook is primarily for
 strengthening existing connections
 (or re-establishing former ones.) F...
Twitter vs. Blogs
• Twitter is a micro-blogging platform.
• Limited length reduces writer’s/artist’s
 block
• Blogs provid...
5 Reasons Twitter Beats Email

• “Brevity is the soul of wit” - and of
 Twitter
• No expectation to read and respond to
 e...
Twitter Hashtags

• Enable easy gathering, especially
 around an event, such as:
  • #hcsm
  • #raqc
  • #LeeAaseIsReallyW...
Twitter Etiquette
• Generally follow your followers
• Following not = endorsement
• Auto d to new followers = Not Cool
• “...
Making Twitter More Productive

• Desktop Applications
   • Tweetdeck
   • Twhirl
• Phone Applications
   • Twittelator
  ...
Twitter Case Study #1: Listening




                               29
Ensuing Conversation




                       30
Twitter Case Study #2: “Tweetup”
           in Baltimore
            Me: Are you based in Baltimore?



 Me: I’m going to ...
Twitter Case Study #3:
Journalist Interactions




                          32
33
The MacGyver Mindset




                       34
Mayo Clinic’s Social Media
      Experience



                        35
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           38
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically t...
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts




                           41
42
43
44
45
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            46
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existi...
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

            ...
HD: Worth the Investment




                           49
podcasts.mayoclinic.org




                          50
newsblog.mayoclinic.org




                          51
Next Step: Launched 1/22/2009
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stori...
sharing.mayoclinic.org




                         53
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - ...
Other Blogs...

• Health Policy Center Blog
• Physician Update Blog - For referring
 MDs but not limited to them
• Diversi...
Yearly Cost for a
 Customized Blog




$75.00
                     57
Demolishing Objections

• “But what about the cost in staff time
 to maintain all of these social media
 platforms? They’r...
Sharing Some Stories...




                          59
60
Affirming our Employees

Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Session...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
Don’t (just) pitch the media.

       Be the media.



                            63
Enhancing Distribution of
     Patient-Generated Content
• Alerted to interesting video of elderly
 couple playing piano i...
The next day...




                  65
Six days later...




                    66
April 22




           67
Sunday, May 3




                68
69
70
May 4




        71
Cinco de Mayo




                72
May 6




        73
Thursday, May 7




                  74
May 10




         75
76
May 11




         77
May 12




         78
A sampling of the comments...




                                79
80
81
82
May 15




         83
Early Morning May 26




                       84
May 26, 2009: Live in Studio
  Good Morning America




                               85
86
May 28, 2009




               87
Results to Date
• More than 2.7 million views on
 YouTube
• Before posting to Sharing Mayo
 Clinic: 1,000 views in six mon...
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                  ...
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Pric...
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Pric...
Immense Potential

• Marketing we couldn’t afford to buy
   • 500,000 annual unique patients,
    50,000 employees as amba...
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   93
94
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Engaging Your Customers (and finding new ones) Through Social Media

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

  1. 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. 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. 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. 4. Agenda • Surveying the changing media landscape • Overview of Tools • The MacGyver Mindset • Mayo Clinic’s Experience • Case Study 4
  5. 5. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles times 5
  6. 6. Star Tribune Values and a Major Cause • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 6
  7. 7. The Most Important Word in Web 2.0 7
  8. 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. 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. 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. 11. Overview of Tools • Blogs • Podcasts • RSS • Social Networking Sites • Wikis • YouTube • Twitter 11
  12. 12. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 12
  13. 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. 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. 15. Social Networking Sites • Facebook, LinkedIn, MySpace 15
  16. 16. The power of Facebook... • Evelyn’s existence 16
  17. 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. 18
  19. 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. 20
  21. 21. 21
  22. 22. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 22
  23. 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. 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. 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. 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. 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. 28. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 28
  29. 29. Twitter Case Study #1: Listening 29
  30. 30. Ensuing Conversation 30
  31. 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. 32. Twitter Case Study #3: Journalist Interactions 32
  33. 33. 33
  34. 34. The MacGyver Mindset 34
  35. 35. Mayo Clinic’s Social Media Experience 35
  36. 36. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  37. 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. 38. Mayo Clinic Medical Edge News Media Syndications 38
  39. 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. 40. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  41. 41. Step 2: More, Longer Podcasts 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45
  46. 46. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 46
  47. 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. 48. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 48
  49. 49. HD: Worth the Investment 49
  50. 50. podcasts.mayoclinic.org 50
  51. 51. newsblog.mayoclinic.org 51
  52. 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. 53. sharing.mayoclinic.org 53
  54. 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. 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. 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. 57. Yearly Cost for a Customized Blog $75.00 57
  58. 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. 59. Sharing Some Stories... 59
  60. 60. 60
  61. 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. 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. 63. Don’t (just) pitch the media. Be the media. 63
  64. 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. 65. The next day... 65
  66. 66. Six days later... 66
  67. 67. April 22 67
  68. 68. Sunday, May 3 68
  69. 69. 69
  70. 70. 70
  71. 71. May 4 71
  72. 72. Cinco de Mayo 72
  73. 73. May 6 73
  74. 74. Thursday, May 7 74
  75. 75. May 10 75
  76. 76. 76
  77. 77. May 11 77
  78. 78. May 12 78
  79. 79. A sampling of the comments... 79
  80. 80. 80
  81. 81. 81
  82. 82. 82
  83. 83. May 15 83
  84. 84. Early Morning May 26 84
  85. 85. May 26, 2009: Live in Studio Good Morning America 85
  86. 86. 86
  87. 87. May 28, 2009 87
  88. 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. 89. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 89
  90. 90. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 90
  91. 91. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 91
  92. 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. 93. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 93
  94. 94. 94

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