Putting Social Media to Good Use in Government Communications

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My presentation to the Minnesota Association of Government Communicators on applications of social media in government, delivered in St. Paul, Minnesota on November 19, 2009.

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Putting Social Media to Good Use in Government Communications

  1. 1. Putting Social Media to Good Use in Government Communications Lee Aase Manager, Syndication and Social Media Mayo Clinic #MAGC November 19, 2009
  2. 2. 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
  3. 3. A Grandpa who appreciates the power of Facebook
  4. 4. 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 • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  5. 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  6. 6. Today’s Goal:
  7. 7. Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  8. 8. Thesis #1: Air was the original social medium
  9. 9. 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
  10. 10. 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
  11. 11. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  12. 12. #3: The mass media era was a temporary anomaly
  13. 13. 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
  14. 14. #4: Social media are the third millennium’s defining communications trend
  15. 15. The Most Important Word in Web 2.0
  16. 16. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  17. 17. Intro to Blogs • Just 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
  18. 18. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option
  19. 19. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac • Create your own FREE podcast (listed in iTunes) through SMUG
  20. 20. Social Networking Sites
  21. 21. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  22. 22. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  23. 23. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  24. 24. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  25. 25. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  26. 26. #10: Social media strategies can’t compensate for an inferior offering or bad service
  27. 27. United Breaks Guitars Breaks United
  28. 28. #15: You can hear a lot just by listening
  29. 29. A Story from Twitter
  30. 30. Ensuing Conversation
  31. 31. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  32. 32. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  33. 33. In England, based on current exchange rates: £0,00
  34. 34. In the European Union: €0,00
  35. 35. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  36. 36. podcasts.mayoclinic.org
  37. 37. newsblog.mayoclinic.org
  38. 38. sharing.mayoclinic.org
  39. 39. Yearly Cost for a Customized Blog $75.00
  40. 40. Cost for Your Global TV Station and Publishing Platform $300.00
  41. 41. #18: As I approaches zero, ROI approaches infinity
  42. 42. #19: MacGyver is the model for social media success
  43. 43. The MacGyver Mindset
  44. 44. Mayo Clinic Medical Edge News Media Syndications
  45. 45. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  46. 46. Step 2: More, Longer Podcasts
  47. 47. #20: Social media enable authentic communication if you don’t purposefully complicate things
  48. 48. Key Tool: Flip Video Camera* • Affordable • 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
  49. 49. 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, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  50. 50. #24: Compelling content is much more valuable than advertising time or space
  51. 51. 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
  52. 52. The next day...
  53. 53. Six days later...
  54. 54. April 22
  55. 55. Sunday, May 3
  56. 56. May 4
  57. 57. Cinco de Mayo
  58. 58. May 10
  59. 59. May 11
  60. 60. May 12
  61. 61. May 15
  62. 62. Early Morning May 26
  63. 63. May 26, 2009: Live in Studio Good Morning America
  64. 64. Results to Date • More than 4.8 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
  65. 65. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  66. 66. If getting involved in social media doesn’t excite you...
  67. 67. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  68. 68. A Story from Facebook...
  69. 69. 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. ”
  70. 70. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  71. 71. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  72. 72. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  73. 73. #33: Social media will decrease diffusion time for research and innovations (and crisis communications)
  74. 74. Thesis 9 and 33 Combined!
  75. 75. Mayo Clinic/USA Today #kidsflu Twitter chat 8-9 p.m. ET last night
  76. 76. An example from last night...
  77. 77. #34: Challenges of introducing social media in healthcare (or government) are not unique
  78. 78. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  79. 79. #35: Social technologies will transform government
  80. 80. How can you accelerate the pace? • Free/low-cost practical experiments − Twitter − Blogs − YouTube • Suggest data practices statutory language to your favorite state legislators: − “Nothing in this section shall be construed to prevent government units from interacting with citizens through general- purpose social networking sites.”
  81. 81. If you have an iPhone, Let’s Bump!
  82. 82. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #MAGC, or via SMUG comments

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