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Ragan Conference on Web 2.0

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A presentation I gave at SAS headquarters in Cary, NC, at the Ragan Conference hosted by SAS.

A presentation I gave at SAS headquarters in Cary, NC, at the Ragan Conference hosted by SAS.


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  • Transcript

    • 1. Integrating Mass Media and Social Media for Maximum Results
      • Lee Aase
      • Manager, Syndication and Social Media
      • Mayo Clinic
      • Oct. 15, 2008
    • 2. About Lee Aase
      • Political Science, B.S.
      • 20 yrs. Media Relations
      • Manager, Syndication/ Social Media
      • Google me
    • 3.
    • 4. Why You Should Get SMUG
      • 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
      • Suus Non Ut Difficile
    • 5.
    • 6. About Mayo Clinic http://tinyurl.com/32xbjx
    • 7.
      • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment...
        • To which one institution would you prefer to go for treatment?
        • What other institutions would you consider?
      Brand Preference
    • 8. Top-of-Mind Brand Preference U.S. Consumers
    • 9. Sources of Information Influencing Preference for Mayo Clinic
    • 10. Why Mass Media and Social Media Matter to Mayo Clinic
      • 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
    • 11. So why should YOU 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
    • 12. 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
    • 13. In the Next 35 Minutes
      • How Mayo Clinic got involved in social media - the repurposing phenomenon
      • Success stories and lessons learned
      • Examples of social media, mass media synergy
      • Employee communication applications
      • Creating in-depth relationships directly with patients and consumers
      • How you can do this in your company
    • 14. Mayo Clinic Medical Edge News Media Syndications
    • 15. 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
    • 16. First Foray in New Media
      • Existing Medical Edge radio mp3s
      • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
    • 17. Step 2: More, Longer Podcasts
    • 18.
    • 19. Step 3: podcasts.mayoclinic.org
    • 20. Mayo Clinic Channel on YouTube
    • 21. YouTube Channel
      • Latest Brand study confirmed benefit
      • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz
    • 22. 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?
    • 23. Wordpress.com Private Blog
    • 24. Wordpress.com Private Blog
    • 25. Blog Pilot II: Behind Firewall
      • Wordpress MU - Open Source
      • Unlimited number of blogs
    • 26. Mayo Clinic News Clips Blog
    • 27. External Mayo Clinic Blogs
    • 28. 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”
    • 29.
    • 30. Mayo Facebook Members 10/8/07
    • 31. Mayo Facebook Members 4/8/08
      • 117 percent increase in 6 months
    • 32.
    • 33.
    • 34. MHS Messengers
    • 35. 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/
    • 36.
    • 37.
    • 38.
    • 39. 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
    • 40.
    • 41. Hot Off the Wordpress: Mayo Clinic News Blog
      • Case study: Diabetes paper in JAMA
        • 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 senduit.com, YouTube channel
        • WSJ Health Blog used video
    • 42.  
    • 43.  
    • 44. CBS Radio Network Story
    • 45.
    • 46.
    • 47. 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 or Yammer 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
    • 48. “ Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
    • 49. No Barriers to Starting Yourself
      • Get a FREE RSS reader, subscribe 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
    • 50.
    • 51.