Summer 2011 Presentation

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My basic presentation on social media for June-July 2011

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Summer 2011 Presentation

  1. 1. Making Social Media Practical: Applications for Transformative Technologies Lee Aase (@LeeAase)Director, Mayo Clinic Center for Social Media #MCCSM June 17, 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. 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• 74 member organizations as of 6/15/11
  4. 4. One of my heroes...
  5. 5. Four More HeroesSix Magic Words (x 2)Four Reasons WhyThey’re True for You
  6. 6. “I’ll bet Icould do that!”
  7. 7. 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
  8. 8. 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
  9. 9. Intro to Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  10. 10. Blogs• Just an easy-to-publish Web site that allows comments• Blogs in Plain English - Lee LeFever• You read them all the time without even knowing it
  11. 11. 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
  12. 12. 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
  13. 13. Social Networking Sites
  14. 14. Wikis• Collaborative editing tools• Wikipedia the most famous• 3.6 million articles in English• Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  15. 15. A museum display...
  16. 16. YouTube• World’s second largest search engine• Google bought for $1.65 Billion
  17. 17. A Story from Twitter
  18. 18. Ensuing Conversation
  19. 19. Other Platforms to Consider• Slideshare.net: YouTube for PowerPoint and Keynote• uStream.tv: Your own global television channel• Mix and Match
  20. 20. A Brief History of Social Media at Mayo Clinic and Six more magic words
  21. 21. Start Small.Think Big.Move Fast.
  22. 22. Mayo Clinic Medical EdgeSyndicated News Media Resources
  23. 23. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  24. 24. 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
  25. 25. 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 resources...to 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.
  26. 26. My First Blog Post - 7/30/06 Lines from Lee
  27. 27. Jan. ’07 - Warming to Blogging
  28. 28. Private Blog for Public Affairs
  29. 29. Free Wordpress.com option
  30. 30. Our First Social MediaConsultant: Feb. 2007
  31. 31. Executing Phase One Strategy
  32. 32. @LeeAase on Twitter: 3/13/07
  33. 33. Personally Exploring Business Uses of Facebook - Aug. ‘07
  34. 34. Blogging an Event: Nov. 2007
  35. 35. Involuntary Social Network Presence: MySpace.com/MayoClinic
  36. 36. Facebook: 11/7/07
  37. 37. A Pivotal Presentation
  38. 38. Second Consultant: Jan. 2008“The world has voted, and we want towatch videos on YouTube.”
  39. 39. Reclaiming YouTube: Feb. ’08
  40. 40. 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
  41. 41. @MayoClinic on Twitter: 4/29/08
  42. 42. Podcast Blog: April ’08
  43. 43. Transforming YouTube Channel• Started with Medical Edge TV foundation• Coca-Cola Conversation @ Blog Council
  44. 44. The $4-a-month online newsroom
  45. 45. Let’s Talk “site” - May 2008
  46. 46. Sharing Mayo Clinic - Jan. 2009
  47. 47. A Broader Historical Perspective...
  48. 48. Thesis #1: Air was theoriginal social medium
  49. 49. 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
  50. 50. 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
  51. 51. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  52. 52. #4: Social media are thethird millennium’s defining communications trend
  53. 53. Gutenberg: Global Mass LiteracyZuckerberg: Global Mass Publishing
  54. 54. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity
  55. 55. If you think blocking is a viable long-term option...
  56. 56. Implication• You already have most of the risks... why not also get some of the benefits from these powerful tools?
  57. 57. #9: Mass media will remainpowerful levers that move -- and are moved by -- social media buzz
  58. 58. 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
  59. 59. The next day...
  60. 60. Six days later...
  61. 61. April 22
  62. 62. Sunday, May 3
  63. 63. May 4
  64. 64. Cinco de Mayo
  65. 65. May 10
  66. 66. May 11
  67. 67. May 12
  68. 68. May 15
  69. 69. Early Morning May 26
  70. 70. May 26, 2009: Live in Studio Good Morning America
  71. 71. Results to Date• More than 7.5 million views on YouTube• >1.4 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
  72. 72. #10: Social media strategies can’t compensate for aninferior offering or bad service
  73. 73. United Breaks Guitars Breaks United
  74. 74. #38: Social media raise the cost of bad behaviorbecause they make it more likely misdeeds will be discovered sooner
  75. 75. #12: Communications and marketing professionals who fail to understandsocial media flirt with media malpractice
  76. 76. #17: Social media are free in any ordinary sense of theword (or at least ridiculously inexpensive)
  77. 77. Total Cost for Mayo ClinicFacebook, YouTube and Twitter $0.00
  78. 78. In the European Union, based on current exchange rates: €0,00
  79. 79. #18: As I approaches zero, ROI approaches infinity
  80. 80. #22: Social Media are anessential part of a balanced communications diet
  81. 81. #28: Paying for advertisingwhile not taking advantageof free online opportunities isn’t particularly astute
  82. 82. #33: Social media willdecrease diffusion time for research and innovations
  83. 83. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  84. 84. Jayson Werth’s Experience
  85. 85. USA TodayNov 12, 2009 3031031-7
  86. 86. Last Friday 3031031-9
  87. 87. 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
  88. 88. #34: Challenges ofintroducing social media in your work are not unique
  89. 89. 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
  90. 90. The 37th ThesisApplying social media in health care isn’tjust inevitable: it’s the right thing to do inthe interest of patients.
  91. 91. For Further Interaction:• Google Lee Aase or SMUG U• @LeeAase on Twitter (or keep chatting at #MCCSM)• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

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