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

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
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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
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Agenda
• Overview of Tools
• The MacGyver Mindset
• Mayo Clinic’s Experience
• Case Study
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The Most Important Word
in Web 2.0
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Overview of Tools
• Blogs
• Podcasts
• RSS
• Social Networking Sites
• Wikis
• YouTube
• Twitter
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Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
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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
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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
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The power of Facebook...
• Evelyn’s existence
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Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
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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
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The MacGyver Mindset
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Mayo Clinic’s Social Media
Experience
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Mayo Clinic’s Origin
http://tinyurl.com/32xbjx

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
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Mayo Clinic Medical Edge
News Media Syndications
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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
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First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

Step 2: More, Longer Podcasts
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Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
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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
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Cost for a Standard Definition Flip
Video Camera
$150.00
HD available for an additional $80
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HD: Worth the Investment
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podcasts.mayoclinic.org
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newsblog.mayoclinic.org
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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
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sharing.mayoclinic.org
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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
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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
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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
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Yearly Cost for a
Customized Blog
$75.00
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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
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Stephen Covey’s “8th Habit”
Going Beyond Effectiveness to Greatness
“Find your voice and inspire others to
find theirs”
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“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
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But what about ROI?
ROI = Risk of Ignoring
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Sharing Some Stories...
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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.
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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
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Don’t (just) pitch the media.
Be the media.
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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
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The next day...
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Six days later...
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April 22
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Sunday, May 3
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May 4
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Cinco de Mayo
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May 6
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Thursday, May 7
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May 10
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May 11
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May 12
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A sampling of the comments...
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May 15
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Early Morning May 26
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May 26, 2009: Live in Studio
Good Morning America
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May 28, 2009
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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
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Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.
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Summary
• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
through music: Priceless
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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
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“Your kids aren’t
smarter than you are.
They’re just not
afraid to look dumb.”
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So how do You use
social media to grow
your business and
build your career?
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