Leveraging Social Media to
Reach Customers and Improve
 Organizational Effectiveness:
 The Mayo Clinic Perspective

      ...
Agenda
• Preliminaries and Introductions
• Social media and why you should care
• The MacGyver Mindset and Toolbox
• Healt...
About Lee Aase - @LeeAase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national level...
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 in...
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



...
Genius Optional




                  8
The MacGyver Mindset




                       9
Intro to FREE Tools
• Blogs
• Podcasts
• RSS
• Social Networks
• Wikis
• YouTube
• Twitter
• Updates: Slideshare, uStream,...
Intro to Blogs




• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
       ...
RSS = Really Simple Syndication




• Lets you easily track dozens of blogs
 or other Web sites without surfing
• Truly op...
Podcasts

• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe vi...
Social Networking Sites




                          14
Wikis

• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories qu...
16
YouTube

• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
 ...
18
Other Important Platforms

• Slideshare.net: YouTube for
 PowerPoint and Keynote
• uStream.tv: Your own global
 television...
20
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.) F...
Twitter vs. Blogs
• Twitter is a micro-blogging platform.
• Limited length reduces writer’s/artist’s
 block
• Blogs provid...
5 Reasons Twitter Beats Email

• “Brevity is the soul of wit” - and of
 Twitter
• No expectation to read and respond to
 e...
Twitter Hashtags

• Enable easy gathering, especially
 around an event, such as:
  • #hcsm
  • #BlogWell - TODAY
• Follow ...
Twitter Etiquette
• Follow your interesting followers
• Following not = endorsement
• Auto d to new followers = Not Cool
•...
Making Twitter More Productive

• Desktop Applications
   • Tweetdeck
   • Twhirl
• Phone Applications
   • Twittelator
  ...
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 ...
Twitter Case Study #3:
Journalist Interactions




                          31
32
Hospitals Using Social Media
     (via @EdBennett)




                               33
Growth of YouTube vs. Twitter




                                34
35
36
37
38
39
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                                 ...
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....
Step 2: More, Longer Podcasts




                           45
46
47
48
49
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 existi...
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

            ...
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 stori...
sharing.mayoclinic.org




                         56
57
Complying with HIPAA

• Comments moderated to prevent privacy
 breaches
  • Patients can divulge own info in
    comments
...
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news - Like U.S News, Time
• Podcast Blog - ...
Other Blogs...

• Health Policy Center Blog
• Physician Update Blog - For referring
 MDs but not limited to them
• Diversi...
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...
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
66
67
68
69
Answers to Objections

• “But what about the cost in staff time
 to maintain all of these social media
 platforms? They’re...
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find th...
“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: ...
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 i...
The next day...




                  75
Six days later...




                    76
April 22




           77
Sunday, May 3




                78
79
80
May 4




        81
Cinco de Mayo




                82
May 10




         83
84
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 p...
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                  ...
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world through
 music: Pric...
Immense Potential

• Marketing we couldn’t buy at any price
   • 500,000 annual unique patients,
    50,000 employees as a...
“I’m going to speak about
  opportunities and vulnerabilities
  interchangeably. If you capitalize
 on something, it’s an ...
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   97
98
Tips on Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twi...
Starter Steps for Institutions

• Claim your organization’s Twitter
 “handle”
• Create a Facebook “fan” page
• Create a Yo...
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LifeScience Alley Mayo Clinic Presentation

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My August 13, 2009 presentation for LifeScience Alley in New Brighton, Minn.

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LifeScience Alley Mayo Clinic Presentation

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. A Grandpa who appreciates the power of Facebook... 4
  5. 5. 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
  6. 6. The Most Important Word (and Book Recommendation) in Web 2.0 6
  7. 7. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7
  8. 8. Genius Optional 8
  9. 9. The MacGyver Mindset 9
  10. 10. Intro to FREE Tools • Blogs • Podcasts • RSS • Social Networks • Wikis • YouTube • Twitter • Updates: Slideshare, uStream, Skype 10
  11. 11. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 11
  12. 12. 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
  13. 13. 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
  14. 14. Social Networking Sites 14
  15. 15. 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
  16. 16. 16
  17. 17. 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
  18. 18. 18
  19. 19. 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
  20. 20. 20
  21. 21. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 21
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 27
  28. 28. Twitter Case Study #1: Listening 28
  29. 29. Ensuing Conversation 29
  30. 30. 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
  31. 31. Twitter Case Study #3: Journalist Interactions 31
  32. 32. 32
  33. 33. Hospitals Using Social Media (via @EdBennett) 33
  34. 34. Growth of YouTube vs. Twitter 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. Mayo Clinic’s Social Media Experience 40
  41. 41. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  42. 42. 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
  43. 43. Mayo Clinic Medical Edge News Media Syndications 43
  44. 44. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  45. 45. Step 2: More, Longer Podcasts 45
  46. 46. 46
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 50
  51. 51. 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
  52. 52. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 52
  53. 53. HD: Worth the Investment 53
  54. 54. podcasts.mayoclinic.org 54
  55. 55. 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
  56. 56. sharing.mayoclinic.org 56
  57. 57. 57
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. Yearly Cost for a Customized Blog $75.00 62
  63. 63. newsblog.mayoclinic.org 63
  64. 64. 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
  65. 65. 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
  66. 66. 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. 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
  71. 71. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 71
  72. 72. “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
  73. 73. Don’t (just) pitch the media. Be the media. 73
  74. 74. 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
  75. 75. The next day... 75
  76. 76. Six days later... 76
  77. 77. April 22 77
  78. 78. Sunday, May 3 78
  79. 79. 79
  80. 80. 80
  81. 81. May 4 81
  82. 82. Cinco de Mayo 82
  83. 83. May 10 83
  84. 84. 84
  85. 85. May 11 85
  86. 86. May 12 86
  87. 87. A sampling of the comments... 87
  88. 88. May 15 88
  89. 89. Early Morning May 26 89
  90. 90. May 26, 2009: Live in Studio Good Morning America 90
  91. 91. May 28, 2009 91
  92. 92. 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
  93. 93. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 93
  94. 94. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 94
  95. 95. 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
  96. 96. “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
  97. 97. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 97
  98. 98. 98
  99. 99. 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
  100. 100. 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

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