Overcoming Barriers to Social Media

Overcoming Barriers to AdoptionMayo Clinic’s Social Media Experienceand Implications for Your Organization Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM or #SM4Execs April 20, 2011

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• If insufficient media coverage persists, consult your communications doctor• Batteries not included• Some assembly required• Your mileage may vary

Overcoming Objections• Assertions − “We should focus on ‘real, grown-up’ media where we can reach the most people” − “Employees will just waste all their time on Facebook instead of doing their work”• Assertions disguised as questions − “Isn’t Facebook full of viruses?” − “What about HIPAA?” (or other regulations) − “What’s the ROI?”

One of my heroes...

Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You

“I’ll bet Icould do that!”

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

2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention

A Brief History of Social Media at Mayo Clinic ...

Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. Westrongly recommend reforming our processesto efficiently produce content that can be usedfor both mass media and personalized media. Content Creation Task Force, 7/26/2006

We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in new mediaformats. Second... work across teams ... to makebest use of the audio and video productionresources we have. Third, get more resources...to produce timely or even daily content...We have not recommended a blog strategy atthis time, primarily because we have emphasizeddeveloping audio and video content that couldhave multiple uses in both mass media andpersonalized media, with relatively limitedphysician involvement.

My First Blog Post - 7/30/06

Jan. ’07 - Warming to Blogging

Private Blog for Public Affairs

Free Wordpress.com option

Our First Social MediaConsultant: Feb. 2007

Executing Phase One Strategy

@LeeAase on Twitter: 3/13/07

Personally Exploring Business Uses of Facebook - Aug. ‘07

Blogging an Event: Nov. 2007

Discovering Involuntary Social Network Representation

Facebook: 11/7/07

A Pivotal Presentation

Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”

Reclaiming YouTube: Feb. ’08

Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members − Coca-Cola, P&G, Wells Fargo, etc. − Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council

@MayoClinic on Twitter: 4/29/08

Podcast Blog: April ’08

Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - Jan. 2009

External Wordpress MU Platform

Internal Wordpress MU Platform

A Broader Historical Perspective...

Thesis #1: Air was theoriginal social medium

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

Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#4: Social media are thethird millennium’s defining communications trend

Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing

If you’re still in doubt, ask these guys:

#7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.

The Unholy Trinity of Social Media Delay

The Disruptive Power ofAmateurs and Volunteers

If you think blocking is a viable long-term option...

Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?

#9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz

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

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

Results to Date• More than 7.4 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan

#12: Communications and marketing professionals who fail to understandsocial media flirt with media malpractice

#14: Strategic thinking aboutsocial media is no substitute for action

#15: You can hear a lot by just listening

Listening via Tweetdeck

Ensuing Conversation

Yesterday in Grand Rapids...

#17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)

Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00

In the European Union, based on current exchange rates: €0,00

#18: As I approaches zero, ROI approaches infinity

#22: Social Media are anessential part of a balanced communications diet

Three case studies in eight minutes

#33: Social media willdecrease diffusion time for research and innovations

Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear

Jayson Werth’s Experience

USA TodayNov 12, 2009 3031031-7

Last Friday 3031031-9

Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10

The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.

Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.

Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members, but no industry grant funding• 54 members as of this morning

If you’re not in health care...

For Further Interaction:• Google Lee Aase or SMUG U• @LeeAase on Twitter (or keep chatting at #MCCSM or #SM4Execs)• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

Overcoming Barriers to Social Media

by Lee Aase on Apr 20, 2011

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Overcoming Barriers to Social Media — Presentation Transcript

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