Your Future Customers Are on Google and Facebook, Are You
1. Your Future Customers Are on Google
and Facebook, Are You?
#NatCon2013
Lee Aase
Director, Mayo Clinic Center for Social Media
April 8, 2013
2. 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
3. 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
4. Two Heroes
Six Magic Words
Four Reasons Why
Theyâre True for You
9. 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
17. When we donât understand something,
we instinctively look for analogies
> âWhat...do you write to it, like mail?â
> Humans always try to explain the unknown in
familiar categories
> If you donât create comfortable analogies your
stakeholders will invent scary ones
> Good analogies
⢠can overcome prejudice and misperception
⢠resonate with professional/organizational culture
and DNA
18. Analogies for Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
19. 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
20. RSS = Really Simple Syndication
> An email newsletter that canât spam you
> Lets you easily and quickly track dozens of Web
sites and search queries without surďŹng
> Feedly.com replaces Google Reader
> Browser options and smart phone or desktop
apps
21. Podcasts
> TiVo for audio (and also video)
> Audio podcasts - opportunity for multitasking
content consumption
> Donât need an iPod to use
> Series of segments to which you can subscribe
via RSS
> iTunes free for PC or Mac
22. 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
23. Wikis
> Like âtrack changesâ in Microsoft Word without
inducing strabismus
> Collaborative editing tools
> Wikipedia the most famous
> 4.1 million articles in English
> DeďŹnitive stories quickly on
⢠35W Bridge Collapse
⢠Sandy Hook shooting
27. 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 ďŹow
32. To paraphrase JFK...
> Ask not the intended purpose of the tools
> Ask how you can apply the tools to your
intentions
> No one better at this than...
33.
34. The Greatness of MacGyver
> Heâs from Minnesota
> Lack of resources wasnât an insurmountable barrier
to getting the job done
> He saw potential in everyday situations*
43. > Existing Medical Edge radio mp3s
> Launched Sept. â05; 8,217% download increase
44. Reasons for Reluctance about Blogging
> Keeping the content fresh
> Wise use of resources
⢠Physician/Researcher
⢠Public Affairs
> Authenticity - didnât want to âghost blogâ
48. 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 âhitsâ and 62 comments on Dr.
Fischerâs podcast
61. Joining The Blog Council
> Membership organization of blogging âcompaniesâ
> Typically Fortune 500 members
⢠Coca-Cola, P&G, Wells Fargo, etc.
⢠Mayo Clinic, Kaiser Permanente, U.S. Navy among
ânon-traditionalâ members
> Now SocialMedia.org
79. Patient Word of Mouth
⢠91% said âgood thingsâ about Mayo Clinic
after visits
⢠Average of 43 heard âgood thingsâ
⢠86% recommended Mayo Clinic
⢠Average of 24 advised to come
⢠Average of 6 actually came
2009 Patient Brand Monitor, n=900
Š2011 MFMER | slide-18
80. Sources InďŹuencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs signiďŹcantly from Q2-2010
Š2011 MFMER | slide-20
81. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
82.
83. #4: Social media are the
third millenniumâs
deďŹning communications
trend
95. Key Elements
> All policies apply in social media, too
⢠Privacy
⢠Mutual Respect
⢠Computer use
> Generally donât âfriendâ patients
> Remember the âfront pageâ rule
96. A Balanced Approach to
Professionalism
> 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
97. #9: Mass media will
remain powerful levers
that move -- and are
moved by -- social media
buzz
98. 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
115. Results to Date
> More than 8.1 million views on YouTube
> >1.5 million views on Sharing Mayo Clinic
> From 200 views/month to 5,000 views/hour
> National TV coverage in U.S. and Japan
116. #26: Your mileage may
vary, but youâll go a lot
further if you get a car
121. 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%
122.
123. #17: Social media are free
in any ordinary sense of
the word (or at least
ridiculously inexpensive)
124. Total Cost for Mayo Clinic Facebook,
YouTube and Twitter
$0.00
139. The 37th Thesis
Applying social media in health care
isnât just inevitable: itâs the right
thing to do in the interest of patients.
140. Mayo Clinic Center for
Social Media
> Our Raison dâetre: 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.
142. Social Media Health Network
> Membership group associated with Mayo Clinic
Center for Social Media
> For organizations wanting to use social media to
promote health, ďŹght disease and improve health
care
> Dues based on organization revenues
> Industry members eligible to join, but not
accepting industry grant funding
> >140 member organizations
143. The book on social media in
health care...
⢠Essays from 30 Thought
Leaders
⢠The âWhy?â of health
care social media
⢠Available on Amazon and
discount bulk orders
⢠http://mayocl.in/OGvNCx
⢠Net proceeds fund
patient scholarships
#MCCSMbook
145. 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
146. For Further Interaction:
> Google Lee Aase or SMUG U
> aase.lee@mayo.edu
> @LeeAase
> http://network.socialmedia.mayoclinic.org