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Leadership Institute Boca Raton

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My presentation November 6, 2009 to the Leadership Institute Founding Group, in Boca Raton, FL.

My presentation November 6, 2009 to the Leadership Institute Founding Group, in Boca Raton, FL.

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  • 1. Social Media: The Third Millennium’s Defining Communications Trend Lee Aase Manager, Syndication and Social Media Mayo Clinic #HCLI November 6, 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
  • 3. A Grandpa who appreciates the power of Facebook
  • 4. 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
  • 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  • 6. Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  • 7. Thesis #1: Air was the original social medium
  • 8. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  • 9. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  • 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 11. #3: The mass media era was a temporary anomaly
  • 12. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  • 13. #4: Social media are the third millennium’s defining communications trend
  • 14. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 15. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever
  • 16. 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
  • 17. 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
  • 18. Social Networking Sites
  • 19. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  • 20. 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
  • 21. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 22. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 23. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 24. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 25. United Breaks Guitars Breaks United
  • 26. #15: You can hear a lot just by listening
  • 27. A Story from Twitter
  • 28. Ensuing Conversation
  • 29. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 30. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 31. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 32. podcasts.mayoclinic.org
  • 33. newsblog.mayoclinic.org
  • 34. sharing.mayoclinic.org
  • 35. Yearly Cost for a Customized Blog $75.00
  • 36. Cost for Your Global TV Station and Publishing Platform $300.00
  • 37. #18: As I approaches zero, ROI approaches infinity
  • 38. #19: MacGyver is the model for social media success
  • 39. The MacGyver Mindset
  • 40. Mayo Clinic Medical Edge News Media Syndications
  • 41. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 42. Step 2: More, Longer Podcasts
  • 43. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 44. Key Tool: Flip Video Camera* • Affordable • 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
  • 45. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  • 46. #24: Compelling content is much more valuable than advertising time or space
  • 47. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  • 48. The next day...
  • 49. Six days later...
  • 50. April 22
  • 51. Sunday, May 3
  • 52. May 4
  • 53. Cinco de Mayo
  • 54. May 10
  • 55. May 11
  • 56. May 12
  • 57. May 15
  • 58. Early Morning May 26
  • 59. May 26, 2009: Live in Studio Good Morning America
  • 60. Results to Date • More than 4.8 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 61. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 62. 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
  • 63. Thesis #27: A Step Beyond 7 Habits
  • 64. “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
  • 65. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  • 66. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  • 67. A Story from Facebook...
  • 68. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  • 69. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 70. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 71. #31: Unforeseen implications of social media are more likely positive than negative
  • 72. #34: Challenges of introducing social media in healthcare are not unique
  • 73. #35: Social technologies will transform healthcare
  • 74. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  • 75. How can we accelerate the pace? • Free/low-cost practical experiments − On-line chats about research findings instead of just surgical tweets − Journalist-level access to embargoed research findings for bloggers − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry
  • 76. If you have an iPhone, Let’s Bump!
  • 77. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #hcli, or via SMUG comments