LifeScience Alley Mayo Clinic Presentation

Leveraging Social Media to Reach Customers and Improve Organizational Effectiveness: The Mayo Clinic Perspective LifeScience Alley Lee Aase Manager, Syndication and Social Media Mayo Clinic August 13, 2009

Agenda • Preliminaries and Introductions • Social media and why you should care • The MacGyver Mindset and Toolbox • Health Care Social Media Penetration • Mayo Clinic’s Experience • A Particular Case Study 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 • Your mileage may vary 5

The Most Important Word (and Book Recommendation) in Web 2.0 6

Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7

Genius Optional 8

The MacGyver Mindset 9

Intro to FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 10

Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 11

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 12

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 13

Social Networking Sites 14

Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 15

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 17

Other Important Platforms • Slideshare.net: YouTube for PowerPoint and Keynote • uStream.tv: Your own global television channel • Skype: Audio and Videoconferencing • Mix and Match 19

A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 21

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. 22

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 23

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 24

Twitter Hashtags • Enable easy gathering, especially around an event, such as: • #hcsm • #BlogWell - TODAY • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet 25

Twitter Etiquette • Follow your interesting 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 26

Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 27

Twitter Case Study #1: Listening 28

Ensuing Conversation 29

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 30

Twitter Case Study #3: Journalist Interactions 31

Hospitals Using Social Media (via @EdBennett) 33

Growth of YouTube vs. Twitter 34

Mayo Clinic’s Social Media Experience 40

Mayo Clinic’s Origin http://tinyurl.com/32xbjx

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 42

Mayo Clinic Medical Edge News Media Syndications 43

First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

Step 2: More, Longer Podcasts 45

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 50

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 51

Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 52

HD: Worth the Investment 53

podcasts.mayoclinic.org 54

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 55

sharing.mayoclinic.org 56

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 58

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 59

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 60

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 61

Yearly Cost for a Customized Blog $75.00 62

newsblog.mayoclinic.org 63

Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • “MacGyver” Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 64

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 65

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 70

Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 71

“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 72

Don’t (just) pitch the media. Be the media. 73

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 74

The next day... 75

Six days later... 76

April 22 77

Sunday, May 3 78

May 4 81

Cinco de Mayo 82

May 10 83

May 11 85

May 12 86

A sampling of the comments... 87

May 15 88

Early Morning May 26 89

May 26, 2009: Live in Studio Good Morning America 90

May 28, 2009 91

Results to Date • More than 4.3 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 92

Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 93

Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 94

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 95

“I’m going to speak about opportunities and vulnerabilities interchangeably. If you capitalize on something, it’s an opportunity. If your competitor capitalizes on it, it’s a vulnerability.” - Alpheus Bingham Innocentive August 5, 2009 96

“Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 97

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 99

Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 100

http://social-media-university-global.org	54
http://hcmktg.com	19
http://tweetree.com	1
http://74.125.67.132	1
http://www.slideshare.net	1

LifeScience Alley Mayo Clinic Presentation

by Lee Aase on Aug 12, 2009

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LifeScience Alley Mayo Clinic Presentation — Presentation Transcript