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
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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
15

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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, Blog Council
17

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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

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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
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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

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Hospitals Using Social Media
(via @EdBennett)
33

Growth of YouTube vs. Twitter
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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

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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

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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
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

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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
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

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May 4
81

Cinco de Mayo
82

May 10
83

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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
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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.”
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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
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