Twitter 151: Tweetcamp II
Lee Aase
Manager
Syndication and Social Media
Mayo Clinic

Why?

Why Social Media?
#1 Preference among U.S. adults for
diagnosis and treatment of serious
medical conditions: Mayo Clinic
#1 info source influencing preference:
Recommendation from a friend, MD
Social media = WOM in 21st Century
Social media ascending on media landscape

Why Twitter? Why Tweetcamp?
Innovation in Mayo’s DNA for > 100 years
Medical Record, Cortisone, Joint Replacements
Heart-Lung Bypass, CT Scanner, MRI
Sharing, Learning from Others also in Mayo DNA
Dr. Will and Dr. Charlie via Train, Boat
Twitter, social media are powerful tools for much
faster, broader exchanges

Today’s Goals
You will better understand social media,
particularly Twitter
You will see, share applications for your work
For Mayo Clinic participants:
You will work with our social media team
and Center for Innovation to identify
additional potential use cases and pilots

Tweetcamp = Twitter Bootcamp
In one hour, covering all this and more
Twitter 101: Intro to Twitter
Twitter 102: Creating an Account
Twitter 103: Following and Being Followed
Twitter 104: 4 Steps to Building Your Network
Twitter 105: Tweeting by Text Message
Twitter 106: Tweetdeck vs. Twhirl
Twitter 107: Twitter Clients for iPhone
Accelerated learning but no shortcuts
Google Lee Aase for full curriculum

Twitter vs. Facebook
Facebook is primarily for
strengthening existing
connections (or re-establishing
former ones.) For your friends.
Twitter enables you to connect
with people who have common
interests. For the friends you
don’t know yet.

Twitter vs. Blogs
Twitter is a micro-blogging platform.
Limited length reduces writer’s/artist’s block
Blogs provide opportunity for more thoughtful
reflection and development
Tweeting = great way to take notes on a live
event
Blog = platform for review/synthesis
Twitter = great for spreading word about posts

Assignments for Virtual,
Non-Mayo Participants
Introduce yourself with a tweet that
includes your employer name, your
city and the hashtag #tweetcamp2
Alternate: http://tweetchat.com/
room/tweetcamp2
Continue to tweet any questions or
comments using the same hashtag

5 Reasons Twitter is
Better than Email
“Brevity is the soul of wit” - and of Twitter
No expectation to read and respond to everything
Conversations open and discoverable
Direct messages can reach recipients with priority
Blocking or unfollowing punishes abuses

More Reasons to Care
Twitter traffic grew 33 percent in 1 month
Whether Twitter remains the “hot” platform
or not, this type of communication tool will
grow in importance
Ed Bennett’s list had 132 hospitals with
Twitter accounts 4/15/09, and keeping up
with growth is hard http:/ /ebennett.org/hsnl/

Case Studies
and Use Cases

Case Study #1: Listening

Ensuing Conversation

Case Study #2: Tweetup
in Baltimore
Me: Are you based in Baltimore?
Me: I’m going to be there Tuesday for this conference.
(asae.center.or/hcc) on a panel RU available late pm?
Me: I’m flying out Tues at 6:45 p.m. Any avail in the later
afternoon? I think my panel is done about 2:30

Case Study #3:
Contributing to Virality
Alerted to interesting video of older couple
playing piano in Gonda atrium.
http://www.youtube.com/watch?v=RI-l0tK8Ok0
Embedded in Sharing Mayo Clinic, posted to
Mayo Clinic Facebook page, and Tweeted
1,005 views in six months up to 4/8/09.

The next day...

Six Days Later...

8 p.m. CDT on 4/22/09

The story continues...

Twitter Hashtags
Enable easy gathering, especially around an event,
such as:
#journchat
#hcsm
#mhsfellows
#LeeAaseIsReallyWonderful - unused to date
Follow in search.twitter.com - try searching for
#tweetcamp2 now! Or log into room on
Tweetchat.com
Create a hashtag simply by using it in a tweet

Use Case/Pilot #1:
Tweetcamp II (#tweetcamp2)
Promoted exclusively externally through Twitter,
blogs, Facebook - starting Monday, 4/20
Webcast added yesterday
Webcast registrations:
47 as of 5 a.m. 4/23
65 as of 11 a.m. 4/23
We’re living the pilot right now

Use Case/Pilot #2:
#healthedreform
Mayo Clinic National Symposium on
Medical and Health Care Education
Reform April 27-28, with Web cast
Several Mayo staff live-tweeting and
encouraging others to watch and tweet
Potential to broaden event awareness and
participation

Use Case/Pilot #3:
Communicating Research
#a1cflex - Dr. Victor Montori discussing
diabetes paper at 5 p.m. CDT on
Monday, April 27 - http:/ /bit.ly/pxhaJ
Goal: Live, focused discussion of
research findings in Annals of Internal
Medicine, to help engage interested
community and disseminate findings

Using Twitter with Yammer
Yammer = Twitter for Enterprise
Adding #yam tag to Tweets can import
to Yammer
See Yammer curriculum for more
background: http://bit.ly/dKPP0
One tweet to share externally and
internally

Yammering via Twitter
Less than a minute later, on Yammer:

The Twitter API
A toolkit other programmers can use to create
useful services based on Twitter
Examples include:
TwitPic.com for sharing photos
Phone applications (e.g. Twitterific, Twittelator,
Tweetie, Twitterberry) and Desktop clients (e.g.
Tweetdeck, Twhirl)
Hootsuite.com to schedule tweets
Hundreds of others (tweet your favorites and
their functions w/#tweetcamp2 hashtag, please!)

Twitter Etiquette
Generally follow your followers
Following not = endorsement
Auto d to new followers = Not Cool
“Protecting” updates also = Not Cool
Replying (@) = Cool
Re-Tweet (RT) to credit sources, help followers
find interesting tweeters also = Cool
Don’t conceal work affiliation

Evolving “Follow” Policy
At first @mayoclinic didn’t follow anyone
Then started following other medical providers
But only people we follow can send direct messages,
so we began adding “non-salesy” tweeters
New approach: Follow followers who show they
want to be followed by sending a tweet saying:
“@mayoclinic please follow”

@mayoclinic Profile

Sample Twitter Bio

How I Monitor and
Respond in Twitter
Two accounts: @leeaase and @mayoclinic
Use Tweetdeck as @leeaase, with panes for
All Friends
“Top Tweeps”
Replies
Directs
Search (“Mayo Clinic” or mayoclinic)
Twhirl as @mayoclinic

My Twitter Priorities
Following 1,000+ in two accounts = Fire Hose
Particular emphasis on Replies, Directs and
tweets mentioning Mayo Clinic
Scan “All Friends” as able, but no guilt trip
As tweeps say interesting things or interact,
add to “Top Tweeps”

Finding “Tweeps”
Search for terms that interest you on
search.twitter.com
See who is saying interesting things
Follow them
Try services like http://mrtweet.com/
and http://www.twellow.com/

Assignments
Sign up for Twitter if you haven’t yet
Set up your account to conform to Mayo
guidelines
Follow @leeaase, @mayoclinic & @EdBennett
Get Tweetdeck or Twhirl
Start listening, following, re-tweeting
See “10 Ways You Can Use Mayo Clinic’s Social
Media Tools” - http://bit.ly/43Sbqc
See full Twitter curriculum http://bit.ly/gt8p

For Extra Credit
Join in #a1cflex and #healthedreform, and send
out some tweets to help spread the word, such as:
@mayoclinic to hold symposium on medical &
health care education reform next wk. See
Webcast info at http:/ /bit.ly/DJr9E
#healthedreform
@vmontori from @mayoclinic is holding a Twitter
discussion of #diabetes research findings Mon
Apr 27 Details: #a1cflex http://bit.ly/pxhaJ

Discussion