Lee Aase gives a presentation on social media and Mayo Clinic's experience with social networking. Some key points: - Mayo Clinic has seen great success engaging patients and the public through social media like YouTube, blogs and Twitter, driving millions of views and recommendations. - Historically, word-of-mouth has been the most influential factor for patients choosing Mayo Clinic, and social media provides a modern platform for this engagement. - While new technologies facilitate sharing, the core human behaviors of information transmission remain unchanged - social media simply make this more efficient by overcoming traditional inertia.

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

6. Bringing Hope to the Mediocre

7. •
•
•
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

12. One more reason why you can do this...

13. Answering a burning question...

14. It all started with a tornado...

16. Mayo Clinic’s First Social Networkers

17. 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

18. 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

19. Social Networking is part of the
Mayo Clinic DNA and is
fundamental to health care

22. From Mayo Clinic Center for Innovation:
Think Big. Start Small. Move Fast.TM

23. Mayo Clinic Medical Edge
Syndicated News Media Resources

24. First Foray in “New” Media
•
•
Existing Medical Edge radio mp3s
Launched Sept. ’05; Increased downloads 8,217%

25. •
•
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

26. My First Blog Post - 7/30/06
Lines from Lee

27. Beyond the Hypochondriac feed

28. Mayo Clinic Medical Edge Sample Sound Bite

32. First Consultant: Shel Holtz - Feb. 2007

33. Involuntary Social Network Representation
myspace.com/mayoclinic

35. Facebook: 11/7/07

36. A Pivotal Presentation

47. Second Consultant: Andy Sernovitz - Feb. ’08

49. The Revolutionary impact of
consumer-grade video

53. Dramatically increased number of
videos and depth of content

54. @MayoClinic on Twitter: 4/29/08

55. Podcast Blog: April ’08

56. The $4-a-month online newsroom

60. Started Yammer Sept. 2008

61. Let’s Talk “site” - May 2008

62. Sharing Mayo Clinic - January 2009

64. Intro to Today’s FREE Tools
Blogs
RSS
Podcasts
Social Networks
Skype
YouTube
Wikis
Twitter
Slideshare
uStream

65. 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

66. 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

67. 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

68. Social Networking Sites

69. 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

71. YouTube
•
•
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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

72. 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

75. Behold, the Power of Slideshare...

76. UStream.tv
•
•
•
Your own global HD TV station
Free version is advertising supported
Premium plans allow branding/customization

77. A Broader Historical
Perspective...

82. Thesis #1: Air was the original
social medium

84. 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

85. 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

86. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

88. #4: Social media are the third
millennium’s defining
communications trend

90. For most of the 20th Century...

91. Every day these guys would define the news...

92. While local affiliates and newspapers sold
audiences to advertisers at monopoly prices

93. Then one day, Ted Turner revolutionized TV

94. ...and one of these guys invented the Internet

95. Although the traditional media didn’t sense
the magnitude of the coming change...

96. Because information and
the means of
dissemination were
democratized, everyone
became a potential
reporter

101. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

103. #7: Hand-wringing about merits
and dangers of social media is as
productive as debating gravity

105. If you think blocking is a
viable long-term option...

107. 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

109. Key Elements
•
•
•
All policies apply in social media, too
•
•
•
Privacy
Mutual Respect
Computer use
Generally don’t “friend” patients
Remember the “front page” rule

110. Guidelines for Mayo Employees

111. If these seem eerily
similar to IBM Social
Computing Guidelines...

112. #9: Mass Media will remain
important levers that move - and
are moved by - social media buzz

113. 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

114. The next day...

115. Total Views
4,000
3,000
3,085
2,000
1,095
1,000
4/7/09
4/8/09
0

116. 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

117. 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

118. 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

121. 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

122. 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

123. 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

125. 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

126. 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

127. 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

128. Early Morning May 26

129. May 26, 2009: Live in Studio Good Morning America

132. 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

133. #26:Your mileage may vary,
but you’ll go a lot further if
you get a car.

134. #10: Social media strategies can’t
compensate for an inferior offering
or bad service

135. United Breaks Guitars Breaks United

137. #17: Social media are free in any
ordinary sense of the word (or
at least ridiculously inexpensive)

138. Total Cost for Mayo
Clinic Facebook,YouTube
$0.00

140. In the European Union, based
on current exchange rates:
€0,00

141. #18: As I approaches zero, ROI
approaches infinity

144. Unique Myelofibrosis Patients
MCF
MCA
400
300
200
100
2008
2009
2010
2011
0

145. #19: MacGyver is the model for
social media success

146. The MacGyver Mindset

147. #22: Social media are an essential
part of a balanced
communications diet

148. Basic Social Media “Food Groups”

149. #25: If your product, service or
experience is remarkable enough,
your customers will create
content for you

152. #33: Social media will decrease
diffusion time for medical research
and healthcare innovations*
*and other innovations, too

168. 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)

169. 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

172. 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: $?,???

173. 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.

174. U.S. Pertussis Cases

175. 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.

176. For Further Interaction:
•
•
Google Lee Aase or SMUG U
@LeeAase on Twitter

177. And Speaking of Twitter...
Next session is March 6
Twitter: Social Media’s
Gateway Drug