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Keynote Conversation: Spreading the Social Media Revolution

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The slides from our Oct. 17, 2012 Keynote at the 4th Annual Social Media Summit at Mayo Clinic, produced with Ragan Communications.

The slides from our Oct. 17, 2012 Keynote at the 4th Annual Social Media Summit at Mayo Clinic, produced with Ragan Communications.

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  • 1. Keynote Conversation: Spreading theSocial Media RevolutionLee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaOctober 17, 2012
  • 2. Agenda• Making your Summit experience better• Where we’ve been• What we’ve learned• Where we are• Where we’re going• How you can join the revolution
  • 3. http://smw.socialmedia.mayoclinic.org/ orhttp://mayocl.in/SVFGgm
  • 4. ©2011 MFMER | 3139261-
  • 5. Your Hosts• Center for Social Media Staff• Employee Communications• Internal Advisory Group• External Advisory Board
  • 6. A Rochester Landmark...
  • 7. It all started with a tornado...
  • 8. ©2011 MFMER | 3139261-
  • 9. Mayo Clinic’s First Social Networkers
  • 10. Dr. Henry Plummer: Inventor of the PMR
  • 11. Patient Word of Mouth• 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things”• 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  • 12. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33MD recommendation 29Personal experience 26 Advertising 25 Direct mail 13 Social media 5 2010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 13. Mayo Clinic Medical EdgeSyndicated News Media Resources
  • 14. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  • 15. Mayo Clinic Medical Edge TVSample Sound Bite
  • 16. Facebook: 11/7/07
  • 17. YouTube: Feb. ’08
  • 18. @MayoClinic on Twitter: 4/29/08
  • 19. Blog as online newsroom: May ’08
  • 20. Let’s Talk “site” - May 2008
  • 21. Sharing Mayo Clinic - Jan. 2009
  • 22. Mayo Clinic Communityhttp://connect.mayoclinic.org/
  • 23. The Essential Role of Analogies ©2011 MFMER | slide-40
  • 24. An Analogy is...• “a comparison between two things, typically on the basis of their structure and for the purpose of explanation or clarification”• “a correspondence or partial similarity”• “a thing that is comparable to something else in significant respects”• like a key that unlocks and opens minds
  • 25. Analogies are helpful because they...• Crystallize your thinking• Clarify your communication "If you can’t explain it to a six-year-old, you don’t understand it yourself." - Albert Einstein
  • 26. Spot the analogy...http://leeaase.me/WhatIsTheInternetAnyway
  • 27. When we don’t understand something, weinstinctively look for analogies• “What...do you write to it, like mail?”• Humans always try to explain the unknown in familiar categories• Therefore to build support for your social media applications • You need to create comfortable analogies so your stakeholders don’t invent scary ones • Good analogies can overcome prejudice and misperception
  • 28. To use analogies to support applyingsocial media in a medical/scientific context• Learn to think like a scientist• Understand your organization’s culture/DNA to explain social media in terms that resonate• Develop deep knowledge of social media tools and their capabilities
  • 29. "If you can’t explain social media tools to nuclear physicists andcardiac surgeons in terms that are relevant to them, you shouldn’t expect their support." - Lee Aase ©2011 MFMER | slide-40
  • 30. A Catalyst for Social Media ©2011 MFMER | slide-40
  • 31. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere. ©2011 MFMER | 3139261-
  • 32. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members eligible to join, but not accepting industry grant funding• >130 member organizations
  • 33. Social Media Health Network Community
  • 34. A Year Ago This Week...• First Social Media Residency• Important Network Member Meeting • Adding Network Benefits • Employee Access Task Force Established • Member Site Feedback for Improvements• Meeting Camilo• Three special musical moments...
  • 35. A Concert for the Ages with the Cowans
  • 36. Good luck getting this chorus out of your head...
  • 37. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  • 38. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011
  • 39. Of Milestones and Mobile... ©2011 MFMER | slide-40
  • 40. ©2011 MFMER | 3139261-
  • 41. Patient App Launched May 15, 2012 ©2011 MFMER | 3139261-
  • 42. Synthesis app for Mayo Clinic MDs ©2011 MFMER | 3139261-
  • 43. Social Networking for Internal Connections... ©2011 MFMER | slide-40
  • 44. ©2011 MFMER | 3139261-
  • 45. ©2011 MFMER | 3139261-
  • 46. ©2011 MFMER | 3139261-
  • 47. ©2011 MFMER | 3139261-
  • 48. ©2011 MFMER | 3139261-
  • 49. Scientific Session
  • 50. The Evolution of Social Media Residency • First cohort last year at Social Media Week • AZ (2x), MN (2X) and FL (1 + 1) in 2012 • 1.5-day crash course • Strategic framework • Hands-on application • Question in May from Dr. Paul Limburg (Exec Team member) got us thinking...
  • 51. Our latest cohort...
  • 52. Graduation Photos...
  • 53. Graduation Photos...
  • 54. Graduation Photos...
  • 55. Graduation Photos...
  • 56. Graduation Photos...
  • 57. Graduation Photos...
  • 58. Pomp and Circumstance
  • 59. What’s Next? • Online Residency • Social Media Fellows Program
  • 60. @EdBennett ©2011 MFMER | 3139261-
  • 61. ©2011 MFMER | 3139261-
  • 62. ©2011 MFMER | 3139261-
  • 63. ©2011 MFMER | 3139261-
  • 64. ©2011 MFMER | 3139261-
  • 65. ©2011 MFMER | 3139261-
  • 66. Plans for the Health Care Social Media List • Programming to enable you to • Claim and maintain your listing • Submit new listings • Expanding list beyond U.S. Hospitals • Other types of organizations • International • Make it part of the integrated site for MCCSM and SMHN
  • 67. What’s the news today? ©2011 MFMER | slide-40
  • 68. Employee Access to Social Media
  • 69. ©2011 MFMER | 3139261-
  • 70. Employee Access Task Force • Online survey on extent of and reasons for blocking launches today • http://mayocl.in/HCSMsurvey • White paper and Toolkit in the works - reviewing at Network Member Meeting tomorrow
  • 71. Launching Today... • Essays from 30 Thought Leaders • The “Why?” of health care social media • Available on Amazon and discount bulk orders • http://mayocl.in/OGvNCx • Net proceeds will fund patient scholarships #MCCSMbook
  • 72. ©2011 MFMER | 3139261-
  • 73. Why Dabo Matters to You• Bottom line impact of metrics-based reimbursement• Opportunity for you to bring tools to help solve real business problems...• By improving the quality of patient care and outcomes• Free version opens today for any U.S. hospital • http://dabohealth.com/• Social Media Health Network members save 50 percent on premium versions
  • 74. So what’s next? ©2011 MFMER | slide-40
  • 75. ©2011 MFMER | 3139261-
  • 76. ©2011 MFMER | 3139261-
  • 77. ©2011 MFMER | 3139261-
  • 78. http://sharing.mayoclinic.org/tag/pancreatic-cancer/feed ©2011 MFMER | 3139261-
  • 79. ©2011 MFMER | slide-40
  • 80. ©2011 MFMER | slide-40
  • 81. ©2011 MFMER | slide-40
  • 82. ©2011 MFMER | slide-40
  • 83. ©2011 MFMER | slide-40
  • 84. ©2011 MFMER | slide-40
  • 85. ©2011 MFMER | slide-40
  • 86. How You Can Join Us• Actively Engage Today• Take the Health Care Social Media Survey • http://mayocl.in/HCSMsurvey• Visit our Mayo Clinic table • Order copies of the #MCCSMbook • Learn more about the Social Media Health Network
  • 87. For Further Interaction:• aase.lee@mayo.edu• @LeeAase or @FarrisTimimi• http://socialmedia.mayoclinic.org