Social Media Summit Keynote


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Slides from my keynote presentation at today's Social Media Summit at Mayo Clinic in Jacksonville, Fla.

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Social Media Summit Keynote

  1. 1. Start Small. Think Big. Move Fast. An Inside Look at Mayo Clinic’s Center for Social Media Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM or #mayoragan March 15, 2011
  2. 2. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  3. 3. Overcoming Objections to Using Social Media in Health Care• Assertions − “We should focus on ‘real, grown-up’ media where we can reach the most people” − “Employees will just waste all their time on Facebook instead of doing their work”• Assertions disguised as questions − “Isn’t Facebook full of viruses?” − “What about HIPAA?” − “What’s the ROI?”
  4. 4. Agenda As Advertised• How social media tools transform health care• Why your organization can use social media to do well by doing good• How using social media externally makes the best case for internal applications• Why social media is (are) a key to higher productivity, not a time-waster to be blocked by IT
  5. 5. One of my heroes...
  6. 6. Two More Heroes Six Magic WordsFour Reasons WhyThey’re True for You
  7. 7. “I’ll bet Icould do that!”
  8. 8. 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
  9. 9. 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 Mention2009 US Consumer Brand Monitor, n=3336 Addl Mention
  10. 10. A Brief History of Social Media at Mayo Clinic ...
  11. 11. Mayo Clinic Medical EdgeSyndicated News Media Resources
  12. 12. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  13. 13. Regrouping to PlanJust as genomics is the future of personalizedmedicine, personalized media are changing theway people get the news and information theywant and need. But as genomics increasinglysupplements and improves traditional medicinewithout replacing it, new media are helpfuladditions to mainstream, mass media. Westrongly recommend reforming our processesto efficiently produce content that can be usedfor both mass media and personalized media. Content Creation Task Force, 7/26/2006
  14. 14. We recommend a three-phase approach. First,take our existing products and, with minimumincremental effort, place them in new mediaformats. Second... work across teams ... to makebest use of the audio and video productionresources we have. Third, get more produce timely or even daily content...We have not recommended a blog strategy atthis time, primarily because we have emphasizeddeveloping audio and video content that couldhave multiple uses in both mass media andpersonalized media, with relatively limitedphysician involvement.
  15. 15. My First Blog Post - 7/30/06
  16. 16. Jan. ’07 - Warming to Blogging
  17. 17. Private Blog for Public Affairs
  18. 18. Free option
  19. 19. Our First Social MediaConsultant: Feb. 2007
  20. 20. Executing Phase One Strategy
  21. 21. @LeeAase on Twitter: 3/13/07
  22. 22. Personally Exploring Business Uses of Facebook - Aug. ‘07
  23. 23. Blogging an Event: Nov. 2007
  24. 24. Discovering Involuntary Social Network Representation
  25. 25. Facebook: 11/7/07
  26. 26. A Pivotal Presentation
  27. 27. Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
  28. 28. Reclaiming YouTube: Feb. ’08
  29. 29. Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members − Coca-Cola, P&G, Wells Fargo, etc. − Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council
  30. 30. @MayoClinic on Twitter: 4/29/08
  31. 31. Podcast Blog: April ’08
  32. 32. Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
  33. 33. The $4-a-month online newsroom
  34. 34. Let’s Talk “site” - May 2008
  35. 35. Sharing Mayo Clinic - Jan. 2009
  36. 36. Wordpress MU Platform
  37. 37. A Broader Historical Perspective...
  38. 38. Thesis #1: Air was theoriginal social medium
  39. 39. 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
  40. 40. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84Stories in the media 57MD recommendation 44 Advertising 27 Internet/Websites 26Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  41. 41. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  42. 42. #4: Social media are thethird millennium’s defining communications trend
  43. 43. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  44. 44. If you’re still in doubt, ask these guys:
  45. 45. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity.
  46. 46. If you think blocking is a viable long-term option...
  47. 47. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  48. 48. #12: Communications and marketing professionals who fail to understandsocial media flirt with media malpractice
  49. 49. #14: Strategic thinking aboutsocial media is no substitute for action
  50. 50. Working from the Outside In...• Lines from Lee/SMUG• Public Affairs blog• blog for symposium• Long-term external blogs• Wordpress blog behind the firewall• Self-hosted Wordpress MU platform
  51. 51. #16: Social media toolsmake the once-scarce power of mass media available to everyone
  52. 52. As Uncle Ben would say...
  53. 53. Not that Uncle Ben. This Uncle Ben
  54. 54. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  55. 55. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  56. 56. In the European Union, based on current exchange rates: €0,00
  57. 57. 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 1971 − Pitney Bowes free fax machines and supplies in 1991 − YouTube, Facebook and Twitter are free in 2011
  58. 58. #18: As I approaches zero, ROI approaches infinity
  59. 59. #28: Paying for advertisingwhile not taking advantageof free online opportunities isn’t particularly astute
  60. 60. #33: Social media willdecrease diffusion time for research and innovations
  61. 61. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  62. 62. Jayson Werth’s Experience
  63. 63. USA TodayNov 12, 2009 3031031-7
  64. 64. Last Friday 3031031-9
  65. 65. 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
  66. 66. #35: Social technologies will transform healthcare
  67. 67. And just over a week ago...
  68. 68. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  69. 69. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  70. 70. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members, but no industry grant funding
  71. 71. Social Media Health Network• Announced here Sept. 28, 2010 with six charter members• Up to 43 member organizations as of this morning• network/
  72. 72. Charter Members• Mayo Clinic• Bon Secours Health System• Inova Health System• Mission Health System• Radboud University Nijmegen Medical Centre, Netherlands• Swedish Medical Center (Seattle)
  73. 73. Key Benefits• All employees of member organizations have access to Network member site − Curriculum − Sharing case studies, developing best (or at least better) practices• Discounted admission to conferences, webinars• Free admission to member meetings, some workshops, webinars• Network site as prototype for yours
  74. 74. Member Site Features• Practical, step-by-step “how to” curriculum• Sharing of Case Studies, Practices• Prudential curriculum on Privacy, Professionalism, Ethics• Forums for discussion• Wikis for collaborative resource development• Networking with peers
  75. 75. Launched Feb. 10
  76. 76. Upcoming Events• Webinars• Seattle Summit April 13-15, 2011• Rochester Summit October 17-19, 2011
  77. 77. Dr. Will Mayo @ Northwestern
  78. 78. Are you not be amazed andgrateful for today’s revolutionary communication tools?
  79. 79. Will you join us in the Revolution?