Social Media Advocacy

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A presentation I'm giving December 1 as part of a conference call on social media for local chapters of the American Heart Association.

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Social Media Advocacy

  1. 1. Social Media: Tricks of the Trade for Advocacy Campaigns Lee Aase Manager, Syndication and Social Media Mayo Clinic American Heart Association #AHAChat December 1, 2009
  2. 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. 3. Today’s Main Points • “Social Media” aren’t really new: what’s new is the power of today’s tools • Social media tools help you do your existing work more efficiently and effectively • Get personal experience with the tools and then use what you’ve learned to collaborate effectively • A way of thinking vs. cookie cutters
  4. 4. Thesis #1: Air was the original social medium
  5. 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. 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. 7. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  8. 8. #4: Social media are the third millennium’s defining communications trend
  9. 9. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  10. 10. #14: Strategic thinking about social media is no substitute for action
  11. 11. 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
  12. 12. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  13. 13. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  14. 14. In England, based on current exchange rates: £0,00
  15. 15. In the European Union: €0,00
  16. 16. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  17. 17. podcasts.mayoclinic.org
  18. 18. newsblog.mayoclinic.org
  19. 19. sharing.mayoclinic.org
  20. 20. Yearly Cost for a Customized Blog $75.00
  21. 21. #18: As I approaches zero, ROI approaches infinity
  22. 22. #19: MacGyver is the model for social media success
  23. 23. The MacGyver Mindset
  24. 24. Mayo Clinic Medical Edge News Media Syndications
  25. 25. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  26. 26. Step 2: More, Longer Podcasts
  27. 27. #33: Social media will decrease diffusion time for research and innovations
  28. 28. Thesis 9 and 33 Combined!
  29. 29. Mayo Clinic/USA Today #kidsflu Twitter chat
  30. 30. #34: Challenges of introducing social media in healthcare are not unique
  31. 31. 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
  32. 32. #35: Social technologies will transform healthcare
  33. 33. How can AHA take advantage of the social media revolution?
  34. 34. To contact me... • Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #AHAchat (Twitter) or via SMUG comments

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