Social Media 101: A Taste of the
Tools that are Changing the World
Rochester Rotary
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
September 24, 2009

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Social Media Tools Are...
• Immensely powerful
• Consistent with Rotary values
• Consistent with Mayo Clinic heritage
• Free (or ridiculously inexpensive)
• and...
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Community Service Values
• Rotary: “Service above self”
• Social Media: “Give more
than you take”
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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
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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
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A Grandpa who appreciates the
power of Facebook...
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The Most Important Word in Web 2.0
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Intro to FREE Tools, and
Examples of Applications
• Blogs
• RSS and Podcasts
• Social Networks
• Wikis
• Video: YouTube and uStream
• Twitter
• Slideshare
• Skype
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Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• Start a blog for FREE in less than two
minutes on wordpress.com or
blogger.com
• Or, if you want to get really spendy...
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newsblog.mayoclinic.org
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sharing.mayoclinic.org
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podcasts.mayoclinic.org
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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
• Create your own FREE podcast
(listed in iTunes) through SMUG
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Social Networking Sites
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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, SocialMedia.org
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Low-cost, high-value video
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Twitter Case Study: Listening
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Ensuing Conversation
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A Skype demonstration...
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Visit Mayo Clinic Social Media Sites
• Follow, subscribe or “Fan”
• http://twitter.com/mayoclinic
• http://www.youtube.com/user/mayoclinic
• http://sharing.mayoclinic.org/
• http://www.facebook.com/pages/Mayo-
Clinic/7673082516
• Consider sharing your Mayo Clinic story
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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
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“Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006
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“Your kids aren’t
smarter than you are.
They’re just not
afraid to look dumb.”
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If Dad can use Facebook...
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For more information
• Friend me on Facebook
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Google Lee Aase
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