Practical Application of Social Media in Business and Professions

Practical Application of Social Media in Business and Professions Lee Aase Manager, Syndication and Social Media Mayo Clinic Winona State University PRSSA #WSUPRSSA January 25, 2010

Agenda • Why is a traditional organization like Mayo Clinic involved in social media? • Explore implications for other established organizations • Illustrate impact of social tools • Discuss roles social media can play in professional advancement of students, particularly those with PR/ communications focus

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

WSU Roots - Class of 1962

A Grandpa who appreciates the power of Facebook

Thesis #1: Air was the original 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 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

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

#3: The mass media era was a temporary anomaly

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

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

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

#10: Social media strategies can’t compensate for an inferior offering or bad service

United Breaks Guitars Breaks United

#12: Failure to understand social media = media malpractice

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

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00

In England, based on current exchange rates: £0,00

In the European Union: €0,00

Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

#18: As I approaches zero, ROI approaches infinity

#19: MacGyver is the model for social media success

The MacGyver Mindset

Mayo Clinic Medical Edge News Media Syndications

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

#20: Social media enable authentic communication if you don’t purposefully complicate things

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

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 and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video

#24: Compelling content is much more valuable than advertising time or space

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 5.7 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

#26: Your mileage may vary, but you’ll go a lot further if you get a car.

#28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute

A Story from Facebook...

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. ”

Advice for PR, Communications and Marketing Students • Get on Twitter for networking • Get a consumer-grade video camera and start a personal YouTube channel • Become a SMUGgle and work your way up the SMUG Social Media Pyramid

Basic Social Media “Food Groups”

Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu

Practical Application of Social Media in Business and Professions

by Lee Aase on Jan 24, 2010

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