Presentation at Ragan Workshop

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I gave a presentation at a social media workshop at the invitation of Shel Holtz; he asked if I would share the slides with the participants, so here they are.

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Presentation at Ragan Workshop

  1. 1. Engaging Key Stakeholders through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic June 6, 2008
  2. 2. About Lee Aase • Political Science, B.S. • 20 yrs. Media Relations • Manager, Syndication/ Social Media • Google/“Friend” me
  3. 3. What I told our Mayo Clinic Florida Supervisors Yesterday  Word of Mouth, News Media have been crucial to building Mayo preference  Social Media combine both:  Anyone can be a publisher or broadcaster  Word of Mouth spreads rapidly  Social Media are here to stay, and bring some threats but also immense opportunities to Mayo 3
  4. 4. So why should we pay attention to new media? • 2000: Tribune Co. buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
  5. 5. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8.2 billion • Star Tribune = $0.53 billion • Total for all 3 < Facebook ($240 million for 1.6 percent) • Facebook didn’t exist in Jan. ‘04
  6. 6. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  7. 7. Mayo Clinic Medical Edge News Media Syndications 7
  8. 8. Mayo Clinic Social Media Plan • Reach people directly • Started with Medical Edge • Produce economically to fit each medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa 8
  9. 9. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  10. 10. More, Longer Podcasts 10
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  12. 12. Step 3: podcasts.mayoclinic.org 12
  13. 13. Mayo Clinic Channel on YouTube 13
  14. 14. Getting Started with Blogging • Personal blog since July ’06 • Asked to Develop Public Affairs Department blog in Dec. ’06 • How do you do it without IT Support? 14
  15. 15. Wordpress.com Private Blog 15
  16. 16. Wordpress.com Private Blog 16
  17. 17. Blog Pilot II: Behind Firewall • Wordpress MU - Open Source • Unlimited number of blogs 17
  18. 18. Mayo Clinic News Clips Blog 18
  19. 19. External Mayo Clinic Blogs 19
  20. 20. Let’s Talk • First highly visible internal blog • Wordpress on internal mainframe • For discussion with VPs regarding Mayo’s strategic priorities and how we apply them to our work • Virtual, asynchronous meeting • Open discussion vs. “black box” 20
  21. 21. Wikis • Variable experience with Pilot • Some teams building plans collaboratively • Others more traditional Word/ track changes mode • Lack of WYSIWYG is barrier • Advantage is easy linkage from blog for reference 21
  22. 22. WYS Isn’t WYG 22
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  24. 24. Blogging Policy via Wiki 24
  25. 25. Seizing Opportunities, Minimizing Risks • Expressing Mayo’s perspectives directly • Energizing Patients Productively • Developing platforms such as blogs, YouTube channel, Facebook page, ALS support group, Transplant Games • Engaging Employees Thoughtfully 25
  26. 26. Mayo Facebook Members 10/8/07 26
  27. 27. Mayo Facebook Members 4/8/08 • 117 percent increase in 6 months 27
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  30. 30. MHS Messengers 30
  31. 31. Recent Mayo Clinic Social Media Developments • Health Policy Blog • Podcast Blog • Diversity in Education Blog • YouTube Channel • http://social-media-university- global.org/2008/05/07/mayo-clinic- social-media-progress-report/ 31
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  36. 36. Key Tool: Flip Video Camera • Affordable for all campuses • Recording interviews (with tripod) improves existing processes • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 36
  37. 37. “Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG) 37
  38. 38. How can you practically use social media to meet your goals? • Blog or Facebook for support groups, internal communications • Facebook fan page, ads, secret groups • Twitter to activate crisis or leadership team • Wikis for collaborative editing • Podcasts internally or externally • YouTube - Tell Your Story • Anything you’ve seen from Mayo examples 38
  39. 39. No Barriers to Starting Yourself • Get a FREE RSS reader, subscibe to feeds • Get iTunes (FREE), subscribe to podcasts • Start a FREE personal blog • Open a FREE YouTube account and upload a video • Try Flickr or another FREE photo service • Get Audacity to record audio FREE • Open a FREE profile on Facebook and “friend” me 39
  40. 40. Don’t Go it Alone: Get SMUG Social Media University, Global • Origins in “12-Step Program” and Facebook 101 seminar • Social media for lifelong learners • Free Tuition (Room & Board not incl.) • Google Lee Aase or SMUG University to audit classes, apply for admission • Established Jan. 24, 2008 • social-media-university-global.org 40
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