Tweetcamp III

Twitter 152: Tweetcamp III Lee Aase Manager Syndication and Social Media Mayo Clinic

Why Social Media for Mayo Clinic? #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; #2 source is news media stories Social media = WOM in 21st Century Social media ascending on media landscape

Why Twitter? Why Tweetcamp? Why Open to the World? Innovation in Mayo’s DNA for > 100 years Medical Record, Cortisone, Joint Replacements Heart-Lung Bypass, CT Scanner, MRI Sharing With, 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 Outside participants help show power of Twitter

Today’s Goals You will better understand social media, with Twitter as a prime example You will see, share applications for your work For Mayo Employees: You will learn how to connect with interested communities to Listen and learn Improve relevance, broaden use of content For everyone: You will ﬁnd your “voice”

Don’t Be “That Guy” Social media are NOT just another way to push out your same old advertising messages The Law of Large Numbers vs. Dinner Party Rule Implications: Give more than you take Be real and transparent Act with Integrity

Stephen Covey’s “8th Habit”: Going Beyond Effectiveness to Greatness “Find your voice and inspire others to ﬁnd theirs.”

The “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey

Expectations This is an opportunity for you to ﬁnd your voice. This is NOT “another thing to do” and is NOT a new job expectation for your annual review DO listen and participate for the next 30 minutes, then complete the basic assignments If social media opportunities don’t seem at least a little interesting and exciting, feel free to return to your regularly scheduled programming.

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 AND spread word about it 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 #tweetcamp3 Alternate: http://tweetchat.com/ room/tweetcamp3 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 users grew 752 percent in 2008 18.2 million unique users in May 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, 213 on 6/15/09 http://ebennett.org/hsnl/

Courtesy: @EdBennett

So what can you say in 140 Characters anyway?

Case Studies, a.k.a. A Series of Serendipitous Events

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: Journalist Interactions Me: Not sure when I’m next in TC...will check when I get back home later tonight Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-266-2442 or my cell 507-xxx-xxxx

Case Study #4: 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 (real-life or virtual), such as: #journchat #hcsm #hcmktg #transformhealth09 Follow in search.twitter.com - try searching for #tweetcamp3 now! Or log into room on Tweetchat.com Create a hashtag simply by using it in a tweet

Twitter Event Example: Tweetcamp III (#tweetcamp3) Promoted externally only through Twitter, blogs, Facebook - starting Friday at 1 p.m. CDT Blog post Friday with some tweets Webcast test Saturday on uStream Facebook message to SMUGgles and wall post Sun Tweets Sunday night and Monday morning

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 (and many others) for sharing photos Phone applications (e.g. Twitteriﬁc, Twittelator, Tweetie, Twitterberry) and Desktop clients (e.g. Tweetdeck, Twhirl, Tweetie) Hootsuite.com to schedule tweets Hundreds of others (tweet your favorites and their functions w/#tweetcamp3 hashtag, please!)

Twitter Time Travel Through Hootsuite

Building “Tweet Cred” Consider following those who follow you. Following does not mean endorsement Keep it person-al: Automatic direct messages to new followers miss the point. Don’t “Protect” updates When people mention you, reply (@) to them. If they D, respond in kind. Re-Tweet (RT) to credit sources, help followers ﬁnd interesting tweeters. Publicly thank those who help you. Admit mistakes. Don’t conceal work afﬁliation

Mayo Clinic’s 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, with panes for All Friends “Top Tweeps” Mentions of @leeaase, @mayoclinic Direct messages to @leeaase, @mayoclinic Search (“Mayo Clinic” or mayoclinic) Hashtags like #hcsm, #hcmktg

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/ Start tweeting so others can ﬁnd you

Assignments Sign up for Twitter if you haven’t yet, and set up your account to conform to Mayo guidelines Follow @leeaase, @mayoclinic & @EdBennett, branching from there Get a desktop client like Tweetdeck or Twhirl Start spending 15 minutes a day listening, following, re-tweeting and 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 #transformhealth09, and send out some tweets to help spread the word, such as: @mayoclinic to hold #transformhealth09 Sept. 13-15. Help transform how #healthcare is delivered, experienced http://bit.ly/abVpS

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Tweetcamp III

by Lee Aase on Jul 12, 2009

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Tweetcamp III — Presentation Transcript

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