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Making the Business Case for Social Media

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My presentation to the communications conference of AHIP, America's Health Insurance Plans, in Chicago on November 18, 2009.

My presentation to the communications conference of AHIP, America's Health Insurance Plans, in Chicago on November 18, 2009.

Published in: Health & Medicine, Technology

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  • 1. Making the Business Case 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 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. Today’s Goal:
  • 7. Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  • 8. Thesis #1: Air was the original social medium
  • 9. 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
  • 10. 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
  • 11. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 12. #3: The mass media era was a temporary anomaly
  • 13. 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
  • 14. #4: Social media are the third millennium’s defining communications trend
  • 15. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 16. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 17. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 18. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 19. United Breaks Guitars Breaks United
  • 20. #11: Social media strategies can help make a product, service or experience better
  • 21. #13: Social media offer unprecedented opportunity for transformational change and productivity
  • 22. #14: Strategic thinking about social media is no substitute for action
  • 23. 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
  • 24. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  • 25. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 26. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 27. In England, based on current exhange rates: £0,00
  • 28. In the European Union: €0,00
  • 29. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 30. podcasts.mayoclinic.org
  • 31. newsblog.mayoclinic.org
  • 32. sharing.mayoclinic.org
  • 33. Yearly Cost for a Customized Blog $75.00
  • 34. Cost for Your Global TV Station and Publishing Platform $300.00
  • 35. #18: As I approaches zero, ROI approaches infinity
  • 36. #19: MacGyver is the model for social media success
  • 37. The MacGyver Mindset
  • 38. Mayo Clinic Medical Edge News Media Syndications
  • 39. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 40. Step 2: More, Longer Podcasts
  • 41. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 42. 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
  • 43. 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
  • 44. #24: Compelling content is much more valuable than advertising time or space
  • 45. 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
  • 46. The next day...
  • 47. Six days later...
  • 48. April 22
  • 49. Sunday, May 3
  • 50. May 4
  • 51. Cinco de Mayo
  • 52. May 10
  • 53. May 11
  • 54. May 12
  • 55. May 15
  • 56. Early Morning May 26
  • 57. May 26, 2009: Live in Studio Good Morning America
  • 58. 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
  • 59. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 60. 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
  • 61. If getting involved in social media doesn’t excite you...
  • 62. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  • 63. A Story from Facebook...
  • 64. 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. ”
  • 65. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  • 66. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 67. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 68. #33: Social media will decrease diffusion time for research and innovations
  • 69. Thesis 9 and 33 Combined!
  • 70. Mayo Clinic/USA Today #kidsflu Twitter chat 8-9 p.m. ET tonight
  • 71. #34: Challenges of introducing social media in healthcare are not unique
  • 72. 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
  • 73. #35: Social technologies will transform healthcare
  • 74. How can we accelerate 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
  • 75. If you have an iPhone, Let’s Bump!
  • 76. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #AHIP, or via SMUG comments

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