Sacred Social Media

Sacred Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic Zumbro Lutheran Church Rochester, Minnesota February 9, 2010

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

A Grandpa who appreciates the power of Facebook

Thesis #1: Air was the original social medium

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

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

#2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction

#4: Social media are the third millennium’s defining communications trend

The Most Important Word in Web 2.0

Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream

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

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

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

Social Networking Sites

Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting

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

Slideshare.net and uStream.tv

#14: Strategic thinking about social media is no substitute for action

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

Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel

#15: You can hear a lot just by listening

A Story from Twitter

Ensuing Conversation

#17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)

Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00

In England, based on current exchange rates: £0,00

In the European Union: €0,00

Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

Cost for Your Global TV Station and Publishing Platform $300.00

#20: Social media enable authentic communication if you don’t purposefully complicate things

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

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

#22: Social media are an essential part of a balanced communications diet

Basic Social Media “Food Groups”

#23: Almost all Web surfers use social media today

The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?

“Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006

#29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.

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.

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

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

Sacred Social Media

by Lee Aase on Feb 09, 2010

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Sacred Social Media — Presentation Transcript

http://social-media-university-global.org	28
http://www.slideshare.net	2