Rochester FUEL Presentation

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My presentation to FUEL, a subsidiary of the Rochester, MN Chamber of Commerce for young professionals, on using social media to advance your career and grow your business.

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Rochester FUEL Presentation

  1. 1. Using Social Media to Grow Your Business and Build Your Career Rochester FUEL #RSTMN Lee Aase Manager, Syndication and Social Media Mayo Clinic July 14, 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 2
  3. 3. 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 • Your mileage may vary 3
  4. 4. Agenda • Overview of Tools • The MacGyver Mindset • Mayo Clinic’s Experience • Case Study 4
  5. 5. The Most Important Word in Web 2.0 5
  6. 6. Overview of Tools • Blogs • Podcasts • RSS • Social Networking Sites • Wikis • YouTube • Twitter 6
  7. 7. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 7
  8. 8. 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 8
  9. 9. 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 9
  10. 10. The power of Facebook... • Evelyn’s existence 10
  11. 11. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 11
  12. 12. 12
  13. 13. 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, Blog Council 13
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  18. 18. The MacGyver Mindset 18
  19. 19. Mayo Clinic’s Social Media Experience 19
  20. 20. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  21. 21. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 21
  22. 22. Mayo Clinic Medical Edge News Media Syndications 22
  23. 23. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 23
  24. 24. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  25. 25. Step 2: More, Longer Podcasts 25
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  30. 30. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 30
  31. 31. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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 31
  32. 32. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 32
  33. 33. HD: Worth the Investment 33
  34. 34. podcasts.mayoclinic.org 34
  35. 35. newsblog.mayoclinic.org 35
  36. 36. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 36
  37. 37. sharing.mayoclinic.org 37
  38. 38. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 38
  39. 39. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 39
  40. 40. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 40
  41. 41. Yearly Cost for a Customized Blog $75.00 41
  42. 42. Demolishing Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” • AT&T free phone service in 1969 • Pitney Bowes free fax machines and supplies in 1989 • YouTube, Facebook and Twitter free in 2009 42
  43. 43. Stephen Covey’s “8th Habit” Going Beyond Effectiveness to Greatness “Find your voice and inspire others to find theirs” 43
  44. 44. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey 44
  45. 45. But what about ROI? ROI = Risk of Ignoring 45
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  47. 47. Sharing Some Stories... 47
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  49. 49. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 49
  50. 50. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 50
  51. 51. Don’t (just) pitch the media. Be the media. 51
  52. 52. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 52
  53. 53. The next day... 53
  54. 54. Six days later... 54
  55. 55. April 22 55
  56. 56. Sunday, May 3 56
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  58. 58. 58
  59. 59. May 4 59
  60. 60. Cinco de Mayo 60
  61. 61. May 6 61
  62. 62. Thursday, May 7 62
  63. 63. May 10 63
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  65. 65. May 11 65
  66. 66. May 12 66
  67. 67. A sampling of the comments... 67
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  71. 71. May 15 71
  72. 72. Early Morning May 26 72
  73. 73. May 26, 2009: Live in Studio Good Morning America 73
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  75. 75. May 28, 2009 75
  76. 76. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 76
  77. 77. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 77
  78. 78. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 78
  79. 79. Immense Potential • Marketing we couldn’t afford to buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 79
  80. 80. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 80
  81. 81. So how do You use social media to grow your business and build your career? 81
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