Mayo Clinic Social Media Webcast

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

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

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 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

Mayo Clinic’s Origin http://tinyurl.com/32xbjx

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

Three Kinds of Genius 8

Henry Plummer, M.D. http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 10

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. Aug.

Step 2: More, Longer Podcasts 14

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 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

Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 25

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

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. 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

Result: CBS Radio Network Story 32

Media Coverage About Social Media 36

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 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

The next day... 44

Six days later... 45

April 22 46

Sunday, May 3 47

May 4 50

Cinco de Mayo 51

May 10 52

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 posting to Sharing Mayo Clinic: 1,000 views in six months • At peak, after posting, Facebooking and Tweeting: 5,000 views per hour 61

Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 62

Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 63

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

For Continuing Education ... 65

Help choose our new school seal... 66

Contacting Me • Google Lee Aase or SMUG U to find Social Media University, Global • Twitter: @LeeAase and @mayoclinic • aase.lee@mayo.edu 70

http://social-media-university-global.org	99
http://jmfaner.wordpress.com	21
http://www.slideshare.net	6
http://www.health.medicbd.com	1

Mayo Clinic Social Media Webcast

by Lee Aase on Aug 04, 2009

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Mayo Clinic Social Media Webcast — Presentation Transcript