Sacred Social Media

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An abbreviated presentation I'm offering today to a local church in Rochester, Minn. that is interested in applying social media in its mission.

An abbreviated presentation I'm offering today to a local church in Rochester, Minn. that is interested in applying social media in its mission.

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Transcript

  • 1. Sacred Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic Zumbro Lutheran Church Rochester, Minnesota February 9, 2010
  • 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. A Grandpa who appreciates the power of Facebook
  • 4. Thesis #1: Air was the original social medium
  • 5. 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
  • 6. 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
  • 7. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 8. #4: Social media are the third millennium’s defining communications trend
  • 9. The Most Important Word in Web 2.0
  • 10. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Social Networking Sites
  • 15. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  • 16. 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
  • 17. Slideshare.net and uStream.tv
  • 18. #14: Strategic thinking about social media is no substitute for action
  • 19. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  • 20. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  • 21. #15: You can hear a lot just by listening
  • 22. A Story from Twitter
  • 23. Ensuing Conversation
  • 24. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 25. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 26. In England, based on current exchange rates: £0,00
  • 27. In the European Union: €0,00
  • 28. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 29. podcasts.mayoclinic.org
  • 30. newsblog.mayoclinic.org
  • 31. sharing.mayoclinic.org
  • 32. Yearly Cost for a Customized Blog $75.00
  • 33. Cost for Your Global TV Station and Publishing Platform $300.00
  • 34. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 35. 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
  • 36. 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
  • 37. #22: Social media are an essential part of a balanced communications diet
  • 38. Basic Social Media “Food Groups”
  • 39. #23: Almost all Web surfers use social media today
  • 40. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  • 41. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 42. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 43. The 36th Thesis If your organization can’t find a way to constructively use free tools that enable deep, two-way communication with anyone, anywhere, anytime, your real problem is lack of imagination.
  • 44. Some uses I can imagine... • The free, interactive photo (and video) directory that never goes out-of-date (a Facebook group) • Twitter direct messages as nursery pagers • Blog as church Web site and online newsletter • Sermon podcasts
  • 45. Next Steps • Become a SMUGgle • Get personal hands-on experience • Decide what you want to accomplish • Choose the right tools for the jobs • Designate an “owner” for each tool • Develop a plan for effective use