The Social Media Imperative

2,034 views

Published on

Slides from my June 20, 2014 presentation at the annual meeting of the Association of Organ Procurement Organizations

2 Comments
10 Likes
Statistics
Notes
No Downloads
Views
Total views
2,034
On SlideShare
0
From Embeds
0
Number of Embeds
237
Actions
Shares
0
Downloads
17
Comments
2
Likes
10
Embeds 0
No embeds

No notes for slide

The Social Media Imperative

  1. 1. Lee Aase Mayo Clinic Center for Social Media June 20, 2014 The Social Networking Imperative
  2. 2. Three Themes • Social networking is an essential human activity • You have unprecedented opportunities through innovative application of social tools • Leaders at all levels should infuse social strategies into every initiative
  3. 3. Why you not only should but also can apply social tools
  4. 4. ©2011 MFMER | 3139261- “I’ll bet I could do that!”
  5. 5. Bringing Hope to the Mediocre
  6. 6. ©2011 MFMER | 3139261- 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
  7. 7. ©2011 MFMER | 3139261-
  8. 8. ©2011 MFMER | 3139261-
  9. 9. ©2011 MFMER | 3139261-
  10. 10. ©2011 MFMER | 3139261-
  11. 11. Three Themes • Social networking is an essential human activity • You have unprecedented opportunities through innovative application of social tools • Leaders at all levels should infuse social strategies into every initiative
  12. 12. ©2011 MFMER | 3139261- 150 Years Ago
  13. 13. A precipitating event in 1883...
  14. 14. ©2011 MFMER | 3139261-
  15. 15. Mayo Clinic’s First Social Networkers
  16. 16. ©2011 MFMER | 3139261- From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...
  17. 17. ©2011 MFMER | 3139261- ...or you could “earn” an audience by getting past one of these gatekeepers
  18. 18. ©2011 MFMER | 3139261- Big media sold audiences to advertisers at monopoly prices
  19. 19. ©2011 MFMER | 3139261- But then Ted Turner revolutionized TV...
  20. 20. ©2011 MFMER | 3139261- ...one of these guys invented the Internet
  21. 21. ...and the Big Media didn't see it coming.
  22. 22. ©2011 MFMER | 3139261-
  23. 23. Mayo Clinic Medical Edge Syndicated News Media Resources
  24. 24. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ’05 • Downloads increased 8,217% Oct. vs. Aug.
  25. 25. Beyond the Hypochondriac feed
  26. 26. Mayo Clinic Medical Edge Sample Sound Bite
  27. 27. Involuntary Social Network Representation myspace.com/mayoclinic
  28. 28. Facebook: 11/7/07
  29. 29. Twitter: 4/29/08
  30. 30. YouTube: Feb ’08
  31. 31. The Revolutionary impact of consumer-grade video
  32. 32. Dramatically increased number of videos and depth of content
  33. 33. Sharing Mayo Clinic - January 2009
  34. 34. Three Themes • Social networking is an essential human activity • You have unprecedented opportunities through innovative application of social tools • Leaders at all levels should infuse social strategies into every initiative
  35. 35. Innovative Application to Diffuse Knowledge
  36. 36. My Excellent Phillies Adventure
  37. 37. Social and Traditional Media Synergy • YouTube video leads to USA Today story • USA Today story leads to #wristpain Twitter chat with explanatory videos and trainee list • Twitter chat leads to patient procedure and blog post • Blog post leads to USA Today story
  38. 38. Internal Networking for Productivity
  39. 39. Mayo Clinic Connect
  40. 40. Three Themes • Social networking is an essential human activity • You have unprecedented opportunities through innovative application of social tools • Leaders at all levels should infuse social strategies into every initiative
  41. 41. If these guys are integrating social...
  42. 42. A Dangerous Disease: HACK Syndrome Hire A College Kid
  43. 43. Interns are great but... • Their comfort with social platforms likely exceeds their grasp of your strategy • Failure to integrate social tools with traditional media will diminish effectiveness of both • Leaders need to develop a vision of social synergy opportunities with overall strategy
  44. 44. Mayo Clinic Center for Social Media • 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.
  45. 45. ©2011 MFMER | slide-40 A Catalyst for Social Media
  46. 46. 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 • Much content available through free Guest account • Dues based on organization revenues, and individual paid memberships also are available
  47. 47. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Net proceeds fund patient scholarships • Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)
  48. 48. Social Media Residency • One-day crash course • Intro to tools and hands-on experience • Strategic framework for application
  49. 49. Making it Happen: A Roadmap for Innovation
  50. 50. Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM
  51. 51. Seizing Serendipitous Opportunities: The Octogenarian Idol Example • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  52. 52. The next day...
  53. 53. 0 1,000 2,000 3,000 4,000 1,095 3,085 4/7/09 4/8/09 TotalViews
  54. 54. 0 7,500 15,000 22,500 30,000 1,095 3,085 26,973 4/7/09 4/8/09 4/13/09 TotalViews
  55. 55. 0 17,500 35,000 52,500 70,000 1,095 3,085 26,973 64,778 4/7/09 4/8 4/13 4/22 TotalViews
  56. 56. 0 50,000 100,000 150,000 200,000 1,095 3,085 26,973 64,778 187,956 4/7/09 4/8 4/13 4/22 5/3 TotalViews
  57. 57. 0 62,500 125,000 187,500 250,000 1,095 3,085 26,973 64,778 187,956 228,055 4/7 4/8 4/13 4/22 5/3 5/4 TotalViews
  58. 58. 0 75,000 150,000 225,000 300,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 4/7 4/8 4/13 4/22 5/3 5/4 5/5 TotalViews
  59. 59. 0 150,000 300,000 450,000 600,000 1,095 3,085 26,973 64,778 187,956 228,055 292,766 555,675 4/7/094/8/094/13/094/22/095/3/09 5/4/09 5/5/09 5/10/09 TotalViews
  60. 60. 0 175,000 350,000 525,000 700,000 1,095 3,08526,97364,778 187,956 228,055 292,766 555,675 692,713 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 TotalViews
  61. 61. 0 275,000 550,000 825,000 1,100,000 1,0953,08526,97364,778 187,956228,055 292,766 555,675 692,713 1,002,122 4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15 TotalViews
  62. 62. Early Morning May 26
  63. 63. May 26, 2009: Live in Studio Good Morning America
  64. 64. Results to Date • More than 10 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of SMUG Thesis #26
  65. 65. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  66. 66. For Further Interaction: • Google Lee Aase or MCCSM • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1092

×