The $4-a-week Newsroom and
    Other MacGyver Tips

             Lee Aase
Manager, Syndication and Social Media
          ...
About Lee Aase @LeeAase

• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels
...
A Grandpa who appreciates the
     power of Facebook...




                            3
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
5
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
         Preference for Mayo Clinic - 2006
     Word of mouth                          ...
Three Kinds of Genius



                    8
9
Henry Plummer, M.D.




http://www.mayoclinic.org/tradition-
heritage/dr-henry-plummer.html
                              ...
Or a character played by another
         Minnesotan...




                              11
Mayo Clinic Medical Edge
News Media Syndicated Resources




                            12
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




                           14
15
16
17
18
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            19
Step 3: podcasts.mayoclinic.org




                              20
newsblog.mayoclinic.org




                          21
sharing.mayoclinic.org




                         22
Total Yearly Cost for Three
     Customized Blogs




$165.00
                               23
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

            ...
Traditional vs. “MacGyver”
         Online Newsroom
• Web 1.0 Online Newsroom
   • Typically purchased from a Vendor
   • ...
27
Case Studies


               28
Case Study: JAMA Diabetes Paper

• 8:45 a.m. a colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D....
30
31
Result: CBS Radio Network Story




                             32
33
34
35
Media Coverage About Social Media




                              36
37
38
39
40
41
Don’t (just) pitch the
       media.

   Be the media.

                    42
Enhancing Distribution of
     Patient-Generated Content
• Alerted to interesting video of elderly
 couple playing piano i...
The next day...




                  44
Six days later...




                    45
April 22




           46
Sunday, May 3




                47
48
49
May 4




        50
Cinco de Mayo




                51
May 10




         52
53
May 11




         54
May 12




         55
A sampling of the comments...




                                56
May 15




         57
Early Morning May 26




                       58
May 26, 2009: Live in Studio
  Good Morning America




                               59
May 28, 2009




               60
Results to Date
• More than 4.2 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...
Summary Observations and
       Recommendations
• You don’t need to be a genius to
 think like MacGyver
• Use free social ...
For Continuing Education ...




                               65
Help choose our new
    school seal...



                      66
67
68
69
Contacting Me

• Google Lee Aase or SMUG U to find
 Social Media University, Global
• Twitter: @LeeAase and @mayoclinic
• ...
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Mayo Clinic Social Media Webcast

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The slides for my free webcast on Mayo Clinic's experience in social media, presented August 4, 2009 in cooperation with Ragan Communications. For more details go to http://social-media-university-global.org/2009/08/mayo-clinic-social-media-webcast/ or follow the #mayoragan tag on Twitter.

Published in: Health & Medicine, Business

Mayo Clinic Social Media Webcast

  1. 1. The $4-a-week Newsroom and Other MacGyver Tips Lee Aase Manager, Syndication and Social Media Mayo Clinic Ragan Communications Webinar #mayoragan August 4, 2009
  2. 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 2
  3. 3. A Grandpa who appreciates the power of Facebook... 3
  4. 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 4
  5. 5. 5
  6. 6. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  7. 7. Sources of Information Influencing Preference for Mayo Clinic - 2006 Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 7
  8. 8. Three Kinds of Genius 8
  9. 9. 9
  10. 10. Henry Plummer, M.D. http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 10
  11. 11. Or a character played by another Minnesotan... 11
  12. 12. Mayo Clinic Medical Edge News Media Syndicated Resources 12
  13. 13. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  14. 14. Step 2: More, Longer Podcasts 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 19
  20. 20. Step 3: podcasts.mayoclinic.org 20
  21. 21. newsblog.mayoclinic.org 21
  22. 22. sharing.mayoclinic.org 22
  23. 23. Total Yearly Cost for Three Customized Blogs $165.00 23
  24. 24. 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 24
  25. 25. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 25
  26. 26. Traditional vs. “MacGyver” Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly • Individual Password Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 26
  27. 27. 27
  28. 28. Case Studies 28
  29. 29. Case Study: JAMA Diabetes Paper • 8:45 a.m. a 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 senduit.com, posted as private to YouTube channel • Pitched via Facebook • WSJ Health Blog used video 29
  30. 30. 30
  31. 31. 31
  32. 32. Result: CBS Radio Network Story 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. Media Coverage About Social Media 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. Don’t (just) pitch the media. Be the media. 42
  43. 43. 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 43
  44. 44. The next day... 44
  45. 45. Six days later... 45
  46. 46. April 22 46
  47. 47. Sunday, May 3 47
  48. 48. 48
  49. 49. 49
  50. 50. May 4 50
  51. 51. Cinco de Mayo 51
  52. 52. May 10 52
  53. 53. 53
  54. 54. May 11 54
  55. 55. May 12 55
  56. 56. A sampling of the comments... 56
  57. 57. May 15 57
  58. 58. Early Morning May 26 58
  59. 59. May 26, 2009: Live in Studio Good Morning America 59
  60. 60. May 28, 2009 60
  61. 61. Results to Date • More than 4.2 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 • At peak, after posting, Facebooking and Tweeting: 5,000 views per hour 61
  62. 62. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 62
  63. 63. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 63
  64. 64. Summary Observations and Recommendations • You don’t need to be a genius to think like MacGyver • Use free social media tools to do current work more effectively • Start by getting personal hands- on experience to develop understanding, skills and confidence 64
  65. 65. For Continuing Education ... 65
  66. 66. Help choose our new school seal... 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. Contacting Me • Google Lee Aase or SMUG U to find Social Media University, Global • Twitter: @LeeAase and @mayoclinic • aase.lee@mayo.edu 70

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