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Sharp Social Media Presentation

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I had an opportunity to lead morning seminars on social media on Monday and Tuesday in San Diego. With a longer time allotted for the presentations, I was able to go into more depth than is usual. It ...

I had an opportunity to lead morning seminars on social media on Monday and Tuesday in San Diego. With a longer time allotted for the presentations, I was able to go into more depth than is usual. It also was the first presentation my wife Lisa got to see, so she is featured early. Here are the slides.

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Sharp Social Media Presentation Sharp Social Media Presentation Presentation Transcript

  • Bringing the Social Media Revolution to Health Care Lee Aase Manager, Syndication and Social Media Mayo Clinic Sharp University May 11, 2010 Wednesday, May 12, 2010
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  • Six Magic Words and Four Reasons Wednesday, May 12, 2010
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  • 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 Wednesday, May 12, 2010
  • A Grandpa who appreciates the power of Facebook Wednesday, May 12, 2010
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  • Dispelling Myths and Answering Misgivings about Social Media • Just a passing fad • Just for kids • Just toys with no real business use • I don’t have time for social media; I’m already drowning in email and can’t add another thing • I’m too old to “get” social media • They’re complicated and bewildering Wednesday, May 12, 2010
  • Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and... Wednesday, May 12, 2010
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  • Top SMUG Textbooks • Getting Things Done, David Allen • The 4-Hour Workweek, Tim Ferriss • Free: The Future of a Radical Price, Chris Anderson Wednesday, May 12, 2010
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  • The Most Important Word in Web 2.0 Wednesday, May 12, 2010
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  • A Partial List of FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
  • Social Networking Sites Wednesday, May 12, 2010
  • Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting Wednesday, May 12, 2010
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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, SocialMedia.org Wednesday, May 12, 2010
  • Slideshare.net and uStream.tv Wednesday, May 12, 2010
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  • A Story from Twitter Wednesday, May 12, 2010
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  • Ensuing Conversation Wednesday, May 12, 2010
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  • Thesis #1: Air was the original social medium Wednesday, May 12, 2010
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  • 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 Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
  • #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction Wednesday, May 12, 2010
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  • #3: The mass media era was a temporary anomaly Wednesday, May 12, 2010
  • Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting Wednesday, May 12, 2010
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  • #4: Social media are the third millennium’s defining communications trend Wednesday, May 12, 2010
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  • #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity. Wednesday, May 12, 2010
  • What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved. Wednesday, May 12, 2010
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  • #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz. Wednesday, May 12, 2010
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  • USA Today Nov 12, 2009 3031031-7 Wednesday, May 12, 2010
  • #10: Social media strategies can’t compensate for an inferior offering or bad service Wednesday, May 12, 2010
  • United Breaks Guitars Breaks United Wednesday, May 12, 2010
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  • #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive) Wednesday, May 12, 2010
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  • Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 Wednesday, May 12, 2010
  • In England, based on current exchange rates: £0,00 Wednesday, May 12, 2010
  • In the European Union: €0,00 Wednesday, May 12, 2010
  • Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50 Wednesday, May 12, 2010
  • What’s wrong with this picture? Wednesday, May 12, 2010
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  • podcasts.mayoclinic.org Wednesday, May 12, 2010
  • newsblog.mayoclinic.org Wednesday, May 12, 2010
  • sharing.mayoclinic.org Wednesday, May 12, 2010
  • Yearly Cost for a Customized Blog $75.00 Wednesday, May 12, 2010
  • Cost for Your Global TV Station and Publishing Platform $300.00 Wednesday, May 12, 2010
  • #18: As I approaches zero, ROI approaches infinity Wednesday, May 12, 2010
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  • #19: MacGyver is the model for social media success Wednesday, May 12, 2010
  • The MacGyver Mindset Wednesday, May 12, 2010
  • Mayo Clinic Medical Edge News Media Syndications Wednesday, May 12, 2010
  • First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. Wednesday, May 12, 2010
  • Step 2: More, Longer Podcasts Wednesday, May 12, 2010
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  • #20: Social media enable authentic communication if you don’t purposefully complicate things Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
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  • 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 Wednesday, May 12, 2010
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  • #22: Social media are an essential part of a balanced communications diet Wednesday, May 12, 2010
  • Basic Social Media “Food Groups” Wednesday, May 12, 2010
  • #24: Compelling content is much more valuable than advertising time or space Wednesday, May 12, 2010
  • 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 Wednesday, May 12, 2010
  • The next day... Wednesday, May 12, 2010
  • Six days later... Wednesday, May 12, 2010
  • April 22 Wednesday, May 12, 2010
  • Sunday, May 3 Wednesday, May 12, 2010
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  • May 4 Wednesday, May 12, 2010
  • Cinco de Mayo Wednesday, May 12, 2010
  • May 10 Wednesday, May 12, 2010
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  • May 11 Wednesday, May 12, 2010
  • May 12 Wednesday, May 12, 2010
  • May 15 Wednesday, May 12, 2010
  • Early Morning May 26 Wednesday, May 12, 2010
  • May 26, 2009: Live in Studio Good Morning America Wednesday, May 12, 2010
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  • 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 • Validation of Thesis #26 Wednesday, May 12, 2010
  • #26: Your mileage may vary, but you’ll go a lot further if you get a car. Wednesday, May 12, 2010
  • #25: If you’re remarkable enough, your customers will create content for you Wednesday, May 12, 2010
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  • Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.” Wednesday, May 12, 2010
  • Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.” Wednesday, May 12, 2010
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  • Answers to 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 Wednesday, May 12, 2010
  • Thesis #27: A Step Beyond 7 Habits Wednesday, May 12, 2010
  • “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 Wednesday, May 12, 2010
  • Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” Wednesday, May 12, 2010
  • #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute Wednesday, May 12, 2010
  • A Story from Facebook... Wednesday, May 12, 2010
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  • Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ” Wednesday, May 12, 2010
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  • The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team? Wednesday, May 12, 2010
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  • “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006 Wednesday, May 12, 2010
  • #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb. Wednesday, May 12, 2010
  • #33: Social media will decrease diffusion time for research and innovations Wednesday, May 12, 2010
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  • Thesis 9 and 33 Combined! Wednesday, May 12, 2010
  • Last Friday 3031031-9 Wednesday, May 12, 2010
  • Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10 Wednesday, May 12, 2010
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  • From this morning... Wednesday, May 12, 2010
  • #34: Challenges of introducing social media in your work are not unique Wednesday, May 12, 2010
  • Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen Wednesday, May 12, 2010
  • #35: Social technologies will transform healthcare Wednesday, May 12, 2010
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  • A few ideas for HR applications • Employee onboarding • Social networking groups for new employees to reduce turnover • Open enrollment blog to answer health plan questions • Culture blog like Sharing Mayo Clinic Wednesday, May 12, 2010
  • Possible Internal Applications • Intranet as blog enabling comments, voting • Collaboration platforms • Wikis for collaborative document creation • Knowledge management/discovery • Saving time, improving service, reducing costs Wednesday, May 12, 2010
  • 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. Wednesday, May 12, 2010
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  • The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients. Wednesday, May 12, 2010