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Social Media: What's All the Fuss?

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The slides from the first of four sessions I'm providing through Rochester Community & Technical College over the next several months.

The slides from the first of four sessions I'm providing through Rochester Community & Technical College over the next several months.

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  • 1. Social Media 101: What’s All the Fuss? Lee Aase Chancellor, Social Media University, Global (SMUG) February 18, 2014
  • 2. Agenda • Overview of ways in which social networking and social media are transforming society • • Introduction to useful social media tools • • Historical context on the changing media landscape Review of Mayo Clinic’s history in social networking and experience in social media Guidelines for personal engagement and encouragement to explore
  • 3. Today’s Presentation is brought to you by the number 0
  • 4. The Most Important Word in Web 2.0
  • 5. Bringing Hope to the Mediocre
  • 6. • • • About Lee Aase (@LeeAase) BS, Political Science, Mankato State University 14 years in politics and government at local, state, national levels Mayo Clinic since April 2000 • • Media relations consultant • Director, Center for Social Media (2010) Manager (2003-10) Media Relations/Research Communications, Syndication and Social Media
  • 7. One more reason why you can do this...
  • 8. Answering a burning question...
  • 9. It all started with a tornado...
  • 10. Mayo Clinic’s First Social Networkers
  • 11. Patient Word of Mouth • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  • 12. Sources Influencing Preference for Mayo Clinic (2010) Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 13. Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  • 14. From Mayo Clinic Center for Innovation: Think Big. Start Small. Move Fast.TM
  • 15. Mayo Clinic Medical Edge Syndicated News Media Resources
  • 16. First Foray in “New” Media • • Existing Medical Edge radio mp3s Launched Sept. ’05; Increased downloads 8,217%
  • 17. • • Taking a step back: Content Creation/ “New Media” Task Force Public Affairs group met Oct. 2005 to July 2006 Reviewed landscape and made recommendations on initial strategies • Process changes to create more in-depth products - podcasting • Save blogging for later
  • 18. My First Blog Post - 7/30/06 Lines from Lee
  • 19. Beyond the Hypochondriac feed
  • 20. Mayo Clinic Medical Edge Sample Sound Bite
  • 21. First Consultant: Shel Holtz - Feb. 2007
  • 22. Involuntary Social Network Representation myspace.com/mayoclinic
  • 23. Facebook: 11/7/07
  • 24. A Pivotal Presentation
  • 25. Second Consultant: Andy Sernovitz - Feb. ’08
  • 26. The Revolutionary impact of consumer-grade video
  • 27. Dramatically increased number of videos and depth of content
  • 28. @MayoClinic on Twitter: 4/29/08
  • 29. Podcast Blog: April ’08
  • 30. The $4-a-month online newsroom
  • 31. Started Yammer Sept. 2008
  • 32. Let’s Talk “site” - May 2008
  • 33. Sharing Mayo Clinic - January 2009
  • 34. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 35. Intro to Blogs • Just an easy-to-publish Web site that allows comments • • Blogs in Plain English - Lee LeFever • Create a blog at wordpress.com or blogger.com in less than a minute You read them all the time without even knowing it
  • 36. 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 browsers Free Web-based options like Feedly
  • 37. Podcasts • • • TiVo for Audio (and now video) • • iTunes free for PC or Mac Don’t need an iPod to use Series of segments to which you can subscribe via RSS Create your own FREE podcast (listed in iTunes) through SMUG
  • 38. Social Networking Sites
  • 39. Wikis • • • • Collaborative editing tools Wikipedia the most famous 4.5 million articles in English Definitive stories quickly on • • • 35W Bridge Collapse Sandy Hook shooting Boston Marathon bombing
  • 40. 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
  • 41. Slideshare:YouTube for PowerPoint • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • • Attendance approximately 200 Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
  • 42. Behold, the Power of Slideshare...
  • 43. UStream.tv • • • Your own global HD TV station Free version is advertising supported Premium plans allow branding/customization
  • 44. A Broader Historical Perspective...
  • 45. Thesis #1: Air was the original social medium
  • 46. Patient Word of Mouth • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  • 47. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  • 48. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 49. #4: Social media are the third millennium’s defining communications trend
  • 50. For most of the 20th Century...
  • 51. Every day these guys would define the news...
  • 52. While local affiliates and newspapers sold audiences to advertisers at monopoly prices
  • 53. Then one day, Ted Turner revolutionized TV
  • 54. ...and one of these guys invented the Internet
  • 55. Although the traditional media didn’t sense the magnitude of the coming change...
  • 56. Because information and the means of dissemination were democratized, everyone became a potential reporter
  • 57. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  • 58. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  • 59. If you think blocking is a viable long-term option...
  • 60. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  • 61. Key Elements • • • All policies apply in social media, too • • • Privacy Mutual Respect Computer use Generally don’t “friend” patients Remember the “front page” rule
  • 62. Guidelines for Mayo Employees
  • 63. If these seem eerily similar to IBM Social Computing Guidelines...
  • 64. #9: Mass Media will remain important levers that move - and are moved by - social media buzz
  • 65. 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
  • 66. The next day...
  • 67. Total Views 4,000 3,000 3,085 2,000 1,095 1,000 4/7/09 4/8/09 0
  • 68. Total Views 30,000 26,973 22,500 15,000 7,500 1,095 4/7/09 3,085 4/8/09 0 4/13/09
  • 69. Total Views 70,000 64,778 52,500 35,000 26,973 17,500 1,095 4/7/09 3,085 4/8 0 4/13 4/22
  • 70. Total Views 200,000 187,956 150,000 100,000 64,778 1,095 4/7/09 3,085 4/8 50,000 26,973 4/13 4/22 0 5/3
  • 71. Total Views 250,000 228,055 187,500 187,956 125,000 62,500 64,778 1,095 4/7 3,085 4/8 26,973 4/13 4/22 5/3 0 5/4
  • 72. Total Views 300,000 292,766 225,000 228,055 187,956 150,000 75,000 64,778 1,095 4/7 3,085 4/8 26,973 4/13 4/22 5/3 0 5/4 5/5
  • 73. Total Views 600,000 555,675 450,000 300,000 292,766 187,956 1,095 4/7 3,085 4/8 26,973 4/13 228,055 150,000 64,778 4/22 5/3 5/4 0 5/5 5/10
  • 74. Total Views 700,000 692,713 525,000 555,675 350,000 292,766 187,956 1,095 4/7/09 3,085 4/8 26,973 4/13 228,055 175,000 64,778 4/22 5/3 5/4 5/5 0 5/10 5/11
  • 75. Total Views 1,100,000 1,022,122 825,000 692,713 550,000 555,675 1,095 4/7/09 3,085 26,973 64,778 4/8 4/13 4/22 187,956 5/3 228,055 5/4 275,000 292,766 5/5 5/10 0 5/11 5/15
  • 76. Total Views 2,200,000 2,047,021 1,650,000 1,100,000 1,022,122 1,095 4/7 555,675 3,085 4/8 26,973 4/13 64,778 4/22 187,956 5/3 228,055 5/4 550,000 692,713 292,766 5/5 5/10 0 5/11 5/15 5/26
  • 77. Early Morning May 26
  • 78. May 26, 2009: Live in Studio Good Morning America
  • 79. Results to Date • • • • More than 9.4 million views on YouTube Over 1.5 million on Sharing Mayo Clinic From 200 views/month to 5,000 views/hour Validation of Thesis #26
  • 80. #26:Your mileage may vary, but you’ll go a lot further if you get a car.
  • 81. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 82. United Breaks Guitars Breaks United
  • 83. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 84. Total Cost for Mayo Clinic Facebook,YouTube $0.00
  • 85. In the European Union, based on current exchange rates: €0,00
  • 86. #18: As I approaches zero, ROI approaches infinity
  • 87. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 2008 2009 2010 2011 0
  • 88. #19: MacGyver is the model for social media success
  • 89. The MacGyver Mindset
  • 90. #22: Social media are an essential part of a balanced communications diet
  • 91. Basic Social Media “Food Groups”
  • 92. #25: If your product, service or experience is remarkable enough, your customers will create content for you
  • 93. #33: Social media will decrease diffusion time for medical research and healthcare innovations* *and other innovations, too
  • 94. ROI Case Study: Time Savings through Internal Social Networking • MCCSM Daily 8:15 a.m. check-in meeting/call • Moved to a Yammer thread in October, saving 12 minutes/day x 10 members x 250 days/year = 500 hours/year (nearly 0.25 FTE or $20,000)
  • 95. ROI Example: Patient Education Collaboration Opportunities • • • Videos covering FAQs • Crossover potential for demand generation Short, procedurally focused videos are ideal Huge potential savings - competing vs. nonproduction
  • 96. Calculating ROI • • • • Cost of shooting and editing < $200 • Other “marketing” benefits: $?,??? Cost of storage: $0 Cost of distribution: $0 Value of time saved by avoiding repetitive explanations: $?,???
  • 97. Non-Participation Has Costs Too: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  • 98. U.S. Pertussis Cases
  • 99. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • • Iterate until it’s great. Accelerate.
  • 100. For Further Interaction: • • Google Lee Aase or SMUG U @LeeAase on Twitter
  • 101. And Speaking of Twitter... Next session is March 6 Twitter: Social Media’s Gateway Drug

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