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HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
HR Executive Forum Presentation
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HR Executive Forum Presentation

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The presentation I gave on Feb. 5, 2009 to the Twin Cities HR Executive Forum.

The presentation I gave on Feb. 5, 2009 to the Twin Cities HR Executive Forum.

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Transcript

  • 1. Mayo Clinic: A Natural Progression in Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic February 5, 2009
  • 2. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  • 3. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
  • 4. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 4
  • 5. 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 5
  • 6. Mayo Clinic Medical Edge News Media Syndications 6
  • 7. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit each medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa 7
  • 8. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 9. Step 2: More, Longer Podcasts 9
  • 10. 10
  • 11. Step 3: podcasts.mayoclinic.org 11
  • 12. 12
  • 13. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 13
  • 14. 14
  • 15. 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 15
  • 16. 16
  • 17. 17
  • 18. 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 18
  • 19. Next Step: Launched Jan. 22 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 19
  • 20. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 20
  • 21. Benefits of Sharing Mayo Clinic Monthly Open Thread • 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 21
  • 22. 22
  • 23. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 23
  • 24. 24
  • 25. Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 25

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