Safe Social Media for Family, Fun and Profit

Using Social Technology Safely for Family, Fun and Profit Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM October 15, 2010

Agenda: An Introduction to Why Social Media Tools are: • Immensely powerful • Practical and useful • Safe and effective when used as directed • Free (or ridiculously inexpensive) • and...

Six Magic Words and Four Reasons Why They’re True for You

“I’ll bet I could do that!”

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

2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention

Intro to Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream

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

A museum display...

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

A Story from Twitter

Ensuing Conversation

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

Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing

#10: Social media strategies can’t compensate for an inferior offering or bad service

United Breaks Guitars Breaks United

The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

Six days later...

April 22

Sunday, May 3

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

Results to Date • More than 7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • National TV coverage in U.S. and Japan

#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 the European Union, based on current exchange rates: €0,00

MSRP for HD Video Camera $149.99

What’s wrong with this picture?

podcasts.mayoclinic.org

newsblog.mayoclinic.org

sharing.mayoclinic.org

Yearly Cost for a Customized Blog $75.00

#18: As I approaches zero, ROI approaches infinity

Protecting Privacy in Facebook

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.

For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu

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Safe Social Media for Family, Fun and Profit

by Lee Aase on Oct 20, 2010

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Safe Social Media for Family, Fun and Profit — Presentation Transcript