Your Future Customers Are on Googleand Facebook, Are You?#NatCon2013Lee AaseDirector, Mayo Clinic Center for Social MediaApril 8, 2013
Learning Objectives> Participants will be able to describe various social media platforms and their capabilities in relation to traditional means of communication> Participants will be able to describe examples of concrete applications of social media tools in health care> Participants will be able to discuss ways they can use social media tools to meet important business and practice needs
The Hidden Agenda> You will see the transformational power of social media> You will believe that using social media tools is worthwhile and that you can do it> You will be armed with arguments and resources to make the case for social media> You will experiment with social media at this conference
Two Heroes Six Magic Words Four Reasons WhyThey’re True for You
About Lee Aase (@LeeAase)> B.S. Political Science, Chemistry minor> 14 years in politics and government at local, state, national levels> Mayo Clinic since April 2000 • Media relations consultant • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010
"If you can’t explain it to a six-year-old, you don’t understand it yourself."
Spot the analogy...http://leeaase.me/WhatIsTheInternetAnyway
When we don’t understand something,we instinctively look for analogies> “What...do you write to it, like mail?”> Humans always try to explain the unknown in familiar categories> If you don’t create comfortable analogies your stakeholders will invent scary ones> Good analogies • can overcome prejudice and misperception • resonate with professional/organizational culture and DNA
Analogies for Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
Blogs> An easy-to-publish Web site that allows comments> Blogs in Plain English - Lee LeFever> You read them all the time without even knowing it
RSS = Really Simple Syndication> An email newsletter that can’t spam you> Lets you easily and quickly track dozens of Web sites and search queries without surﬁng> Feedly.com replaces Google Reader> Browser options and smart phone or desktop apps
Podcasts> TiVo for audio (and also video)> Audio podcasts - opportunity for multitasking content consumption> Don’t need an iPod to use> Series of segments to which you can subscribe via RSS> iTunes free for PC or Mac
Social Networking Sites• With a billion Facebook users, analogies no longer needed• Typically free or freemium, but business models vary• External free sites like Facebook, LinkedIn• SaaS options such as Yammer, Chatter, Jive• Open Source, e.g. BuddyPress with WordPress
Wikis> Like “track changes” in Microsoft Word without inducing strabismus> Collaborative editing tools> Wikipedia the most famous> 4.1 million articles in English> Deﬁnitive stories quickly on • 35W Bridge Collapse • Sandy Hook shooting
Twitter> A group blog with extremely short stories> Text messaging available on phones and computers> A multifunction pager that uses your cell phone> A river of serendipitous news> A messaging platform in which you can control the ﬂow
Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
Involuntary Social Networking Presence:http://myspace.com/mayoclinic
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 SocialMedia.org
The Revolutionary Power ofConsumer-Grade Video
Key Elements> All policies apply in social media, too • Privacy • Mutual Respect • Computer use> Generally don’t “friend” patients> Remember the “front page” rule
A Balanced Approach toProfessionalism> Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media> Professionalism is more than the absence of unprofessional conduct> Professionals have a moral obligation to use available tools effectively on behalf of those they serve
#9: Mass media willremain powerful leversthat move -- and aremoved by -- social mediabuzz
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
ROI Calculation> Time allotted for recruitment calls: 30 min> Time to create video: 60 min> Time saved per call: 10 min> Calls made April-Nov 2011: 90> Total time saved: 900 minutes (and rising)> ROI: > 1,400%
#17: Social media are freein any ordinary sense ofthe word (or at leastridiculously inexpensive)
Total Cost for Mayo Clinic Facebook,YouTube and Twitter $0.00
In the EuropeanUnion, based oncurrentexchange rates:€0,00
#18: As I approaches zero,ROI approaches inﬁnity
#35: Social technologieswill transform healthcare
The 37th ThesisApplying social media in health careisn’t just inevitable: it’s the rightthing to do in the 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 eligible to join, but not accepting industry grant funding> >140 member organizations
The book on social media inhealth care... • Essays from 30 Thought Leaders • The “Why?” of health care social media • Available on Amazon and discount bulk orders • http://mayocl.in/OGvNCx • Net proceeds fund patient scholarships#MCCSMbook
Ways you can use Social Media tools> Marketing your services> Pitching stories to traditional media> Reputation management and overcoming negative reviews> Communication efficiency> Establishing Thought Leadership> Building Rapport with current and prospective patients> Overcoming stigma> Doing your work (whatever it is) more efficiently and effectively
For Further Interaction:> Google Lee Aase or SMUG U> email@example.com> @LeeAase> http://network.socialmedia.mayoclinic.org
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