Uploaded byLee Aase
Making the Business Case for Social Media
The document discusses the importance of social media in enhancing communication and engagement for organizations like the Mayo Clinic, emphasizing that social media tools are cost-effective and serve as powerful facilitators of information dissemination. Key points include the evolution of communication, the effectiveness of social media in promoting organizational values, and strategic recommendations for leveraging these platforms. The author provides insights into successful social media strategies and case studies demonstrating their impact on community engagement and brand awareness.
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Making the Business Case for Social Media
- 1. Making the BusinessCase for Social Media and Getting Started Lee Aase Manager, Syndication and Social Media Mayo Clinic #AHIP November 18, 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 whoappreciates the power of Facebook
- 6. 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
- 7. Disclosures • No financialinterest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
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- 9. Help you makethe case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
- 16. Thesis #1: Airwas the original social medium
- 21. Mayo Clinic andWord 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
- 22. Sources of InformationInfluencing 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
- 23. #2: Electronic toolsmerely facilitate broader, more efficient transmission by overcoming inertia and friction
- 25. #3: The massmedia era was a temporary anomaly
- 26. 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
- 28. #4: Social mediaare the third millennium’s defining communications trend
- 30. #7: Hand-wringing about meritsand dangers of social media is as productive as debating gravity.
- 31. What else dopatients know about you? Copyright 2009, Health Grades, Inc. All Rights Reserved.
- 32. #9: Mass mediawill remain powerful levers that move -- and are moved by -- social media buzz.
- 38. #10: Social mediastrategies can’t compensate for an inferior offering or bad service
- 39. United Breaks GuitarsBreaks United
- 41. #11: Social mediastrategies can help make a product, service or experience better
- 42. #13: Social mediaoffer unprecedented opportunity for transformational change and productivity
- 44. #14: Strategic thinkingabout social media is no substitute for action
- 45. Tips on PersonalSteps 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
- 46. Starter Steps forNonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
- 47. #17: Social mediaare free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 50. Total Cost forMayo Clinic Facebook, YouTube and Twitter $0.00
- 51. In England, basedon current exhange rates: £0,00
- 52. In the EuropeanUnion: €0,00
- 53. Cost for aStandard Definition Flip Video Camera $149.99 HD available for an additional $50
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- 58. Yearly Cost fora Customized Blog $75.00
- 59. Cost for YourGlobal TV Station and Publishing Platform $300.00
- 60. #18: As Iapproaches zero, ROI approaches infinity
- 63. #19: MacGyver isthe model for social media success
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- 66. Mayo Clinic MedicalEdge News Media Syndications
- 67. First Foray inNew Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 68. Step 2: More,Longer Podcasts
- 70. #20: Social mediaenable authentic communication if you don’t purposefully complicate things
- 72. Key Tool: FlipVideo 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
- 74. Case Study: SimpleStorytelling • 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
- 76. #24: Compelling contentis much more valuable than advertising time or space
- 77. The Octogenarian IdolStory • 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
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- 92. May 26, 2009:Live in Studio Good Morning America
- 94. Results to Date •More than 5 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
- 95. #26: Your mileagemay vary, but you’ll go a lot further if you get a car.
- 96. 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
- 97. If getting involvedin social media doesn’t excite you...
- 98. #28: Paying foradvertising while not taking advantage of FREE social media tools isn’t particularly astute
- 99. A Story fromFacebook...
- 103. Tamiko says... “I’ve hadlots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
- 106. The most harmfulTV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
- 109. “Kids will takea chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
- 110. #29: Your kidsaren’t smarter than you are. They’re just not afraid to look dumb.
- 111. #33: Social mediawill decrease diffusion time for research and innovations
- 113. Thesis 9 and33 Combined!
- 114. Mayo Clinic/USA Today#kidsflu Twitter chat 8-9 p.m. ET tonight
- 115. #34: Challenges of introducingsocial media in healthcare are not unique
- 116. 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
- 117. #35: Social technologieswill transform healthcare
- 118. How can weaccelerate the pace? • Free/low-cost practical experiments − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry • Fund some experiments in care delivery or case management
- 120. If you havean iPhone, Let’s Bump!
- 121. If not, contactme by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #AHIP, or via SMUG comments