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Health Care Social Media Summit Keynote

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The presentation I'm delivering as a Keynote on Monday, Oct. 5, 2009 at Mayo Clinic in Scottsdale, Arizona, as part of the health care social media summit we're producing with Ragan Communications.

The presentation I'm delivering as a Keynote on Monday, Oct. 5, 2009 at Mayo Clinic in Scottsdale, Arizona, as part of the health care social media summit we're producing with Ragan Communications.

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Health Care Social Media Summit Keynote Health Care Social Media Summit Keynote Presentation Transcript

  • Why Social Media are Essential to the Future of Health Care, and How You Can Get Started Lee Aase Manager, Syndication and Social Media Mayo Clinic #MayoRagan09 October 5, 2009 Saturday, October 3, 2009
  • Our goal for next two days Saturday, October 3, 2009
  • “Remarkable” experience of • Mutual learning • New and stronger personal connections • Hands-on use of social media • Conference interactivity • Experience Mayo Clinic Saturday, October 3, 2009
  • Maximizing Remark-ability • Twitter hashtag #mayoragan09 • Facebook group − Join − Write on wall, share links − Join discussion boards − Upload photos, videos • See blog post on 5 steps to getting the most out of #mayoragan09 Saturday, October 3, 2009
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  • The One Percent Solution Saturday, October 3, 2009
  • No genius necessary... Saturday, October 3, 2009
  • Help you shoot down arguments that social media tools... • ...aren’t worth your time and money • ...are too risky for your organization • ...are beyond your capability to implement, either because of cost or complexity • ...are optional Saturday, October 3, 2009
  • Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and... Saturday, October 3, 2009
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  • 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 Saturday, October 3, 2009
  • A Grandpa who has seen the power of Facebook first-hand Saturday, October 3, 2009
  • 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 • Batteries not included • Some assembly required • Your mileage may vary Saturday, October 3, 2009
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  • Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Emerged from bankruptcy last week Saturday, October 3, 2009
  • Reasons to Care about Social Media: Risks are Unavoidable • Anyone (especially detractors) can − Start a blog − Launch a YouTube channel • A significant portion of your employees are in Facebook now (e.g. >5,000 at Mayo Clinic) • ROI = Risk of Ignoring (Hat tip: USCG) Saturday, October 3, 2009
  • The Most Important Word in Web 2.0 Saturday, October 3, 2009
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  • Cutting Edge Tool Circa 1989 Saturday, October 3, 2009
  • Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream Saturday, October 3, 2009
  • Use tools like a Minnesotan... Saturday, October 3, 2009
  • Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever Saturday, October 3, 2009
  • 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 Saturday, October 3, 2009
  • 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 • Create your own FREE podcast (listed in iTunes) through SMUG Saturday, October 3, 2009
  • Social Networking Sites Saturday, October 3, 2009
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  • Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting Saturday, October 3, 2009
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  • 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, SocialMedia.org Saturday, October 3, 2009
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  • Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Mix and Match Saturday, October 3, 2009
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  • A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications Saturday, October 3, 2009
  • 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. Saturday, October 3, 2009
  • Twitter vs. Blogs • Twitter is a micro-blogging platform • Limited length reduces writer’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 Saturday, October 3, 2009
  • 5 Reasons Twitter Beats Email • MacBeth’s (?) maxim applies • No expectation to read and respond to every message • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses Saturday, October 3, 2009
  • Twitter Hashtags • Enable easy gathering, especially around an event, such as: − #hcsm − #MayoRagan09 • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet Saturday, October 3, 2009
  • Making Twitter More Productive • Desktop Applications − Tweetdeck − Seesmic • Phone Applications − Twittelator − Tweetie − Twitterific • Various Web sites, e.g. HootSuite, CoTweet, Tweetchat Saturday, October 3, 2009
  • Twitter Case Study #1: Listening Saturday, October 3, 2009
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  • Ensuing Conversation Saturday, October 3, 2009
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  • 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 Saturday, October 3, 2009
  • Hospitals Using Social Media (via @EdBennett) Saturday, October 3, 2009
  • Growth of YouTube vs. Twitter Saturday, October 3, 2009
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  • Mayo Clinic’s Social Media Experience Saturday, October 3, 2009
  • Survival Stories http://tinyurl.com/32xbjx Saturday, October 3, 2009
  • Mayo Clinic Medical Edge News Media Syndications Saturday, October 3, 2009
  • First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. Saturday, October 3, 2009
  • Step 2: More, Longer Podcasts Saturday, October 3, 2009
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  • Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 Saturday, October 3, 2009
  • You do need a video source... Saturday, October 3, 2009
  • Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 Saturday, October 3, 2009
  • podcasts.mayoclinic.org Saturday, October 3, 2009
  • newsblog.mayoclinic.org Saturday, October 3, 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 Saturday, October 3, 2009
  • sharing.mayoclinic.org Saturday, October 3, 2009
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  • Complying with HIPAA • Comments moderated to prevent privacy breaches − Patients can divulge own info in comments − When comments aren’t from patient, de- identify • Get HIPAA releases for special comments or video we shoot and upload Saturday, October 3, 2009
  • 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 Saturday, October 3, 2009
  • 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 Saturday, October 3, 2009
  • Yearly Cost for a Customized Blog $75.00 Saturday, October 3, 2009
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  • Answers to 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 Saturday, October 3, 2009
  • Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” Saturday, October 3, 2009
  • “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey Saturday, October 3, 2009
  • Sharing Some Stories... Saturday, October 3, 2009
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  • 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. Saturday, October 3, 2009
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  • Darrin Nelson’s Story Saturday, October 3, 2009
  • Darrin D. Nelson (@darrindnelson) Rochester, NY Saturday, October 3, 2009
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  • Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.” Saturday, October 3, 2009
  • Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.” Saturday, October 3, 2009
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  • The Next Big Thing: Radio Syndication Saturday, October 3, 2009
  • Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible − 1999: Unlikely profitable − 2008: $20K/month unavailable • Opportunity for creative application of social media tools Saturday, October 3, 2009
  • The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later Saturday, October 3, 2009
  • Medical Edge Weekend Results • Already a “win” as formerly local program is now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content Saturday, October 3, 2009
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  • Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic Saturday, October 3, 2009
  • 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 Saturday, October 3, 2009
  • The next day... Saturday, October 3, 2009
  • Six days later... Saturday, October 3, 2009
  • April 22 Saturday, October 3, 2009
  • Sunday, May 3 Saturday, October 3, 2009
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  • May 4 Saturday, October 3, 2009
  • Cinco de Mayo Saturday, October 3, 2009
  • May 10 Saturday, October 3, 2009
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  • May 11 Saturday, October 3, 2009
  • May 12 Saturday, October 3, 2009
  • A sampling of the comments... Saturday, October 3, 2009
  • May 15 Saturday, October 3, 2009
  • Early Morning May 26 Saturday, October 3, 2009
  • May 26, 2009: Live in Studio Good Morning America Saturday, October 3, 2009
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  • May 28, 2009 Saturday, October 3, 2009
  • Results to Date • More than 4.6 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour Saturday, October 3, 2009
  • Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. Saturday, October 3, 2009
  • Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless Saturday, October 3, 2009
  • Immense Potential • Marketing we couldn’t buy at any price − 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 Saturday, October 3, 2009
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  • Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog Saturday, October 3, 2009
  • Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” − http://twitter.com/mayoclinic − http://www.youtube.com/user/mayoclinic − http://sharing.mayoclinic.org/ − http://www.facebook.com/pages/Mayo-Clinic/ 7673082516 Saturday, October 3, 2009
  • Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog Saturday, October 3, 2009
  • Lee’s Law of ROI: As I approaches 0 ROI approaches Saturday, October 3, 2009 ∞
  • The Social Media Pyramid Saturday, October 3, 2009
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  • Maslow’s Hierarchy Saturday, October 3, 2009
  • A Well-Balanced Social Media Diet Saturday, October 3, 2009
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  • “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006 Saturday, October 3, 2009
  • “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” Saturday, October 3, 2009
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