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Slides used in the May 9, 2011 Tweetcamp sponsored by the Mayo Clinic Center for Social Media.

Slides used in the May 9, 2011 Tweetcamp sponsored by the Mayo Clinic Center for Social Media.

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Tweetcamp V Presentation Transcript

  • 1. Tweetcamp (#tweetcamp): Twitter Basic Training Lee Aase (@LeeAase) Randy Schwarz (@RandySchwarz) Mayo Clinic Center for Social Media May 9, 2011
  • 2. History, Goals of Tweetcamp• Began as training opportunity for Mayo Clinic employees• Consistent with Mayo Clinic’s history• Opening to the world makes experience even more valuable for Mayo employees• Consistent with goals of Mayo Clinic Center for Social Media and Social Media Health Network
  • 3. 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, Learning from Others is Mayo value − Dr. Will and Dr. Charlie via Train, Boat − Twitter, social media are powerful tools for much faster, broader exchanges
  • 4. Mayo Clinic Center for Social Media• Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere − Grow social media use by Mayo Clinic − Create resources for use at Mayo Clinic that can be shared with organizations wanting to use social media in health and health care
  • 5. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• Open to organizations and individuals wanting to use social media to improve health and health care• Dues based on organization revenues• Industry members, but no industry grant funding• 62 Network members as of this morning
  • 6. 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”
  • 7. A Step Beyond 7 Habits
  • 8. “8th Habit” OpportunityI can go to any group, and I do it all the time, all over the world, and I aska simple question: “How many honestly believe that the vast majority of theworkforce in your organizations possess more talent, more intelligence,more capability, more creativity, more resourcefulness than their presentjobs require or even allow them to use?” Literally, almost everyone raisestheir hands…. Think of the loss of what we could call “voice,” of people’sintelligence, 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 enormouscapability and talent and intelligence, and also this great pressure toproduce more for less, and they’re not able to even use it. -- Stephen Covey
  • 9. Stephen Covey’s “8th Habit”Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  • 10. 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
  • 11. 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 45 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.
  • 12. 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.
  • 13. 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
  • 14. Assignments for Virtual, Non- Mayo Participants• Introduce yourself with a tweet that includes your city and the hashtag #tweetcamp (and optionally your employer name)• Continue to tweet any questions or comments using the same hashtag
  • 15. 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
  • 16. So what can you say in 140 Characters anyway?
  • 17. Case Studies:A Series of Serendipitous Events
  • 18. Case Study #1: Listening
  • 19. Ensuing Conversation
  • 20. Case Study #2: Baltimore TweetupMe: 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
  • 21. Case Study #3: Journalist InteractionsMe: Not sure when I’m next in TC...will check when I get back home later tonightMe: As per my call, I have a good social media day that would connect with another interestingstory. Call 507-xxx-xxxx or my cell 507-xxx-xxxx
  • 22. Twitter Hashtags• Enable easy gathering, especially around an event (real-life or virtual), such as: − #hcsm − #hcmktg − #mayoragan − #MCCSM − #tweetcamp• Create a hashtag simply by using it in a tweet: no permission required
  • 23. #wristpain and #MayoUSAToday• Twitter chat relating to story on Jayson Werth in USA Today on #wristpain• Suggested Twitter chat with Dr. Richard Berger to give readers more info• Led to ongoing #MayoUSAToday series
  • 24. Last Friday 3031031-9
  • 25. 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
  • 26. The Twitter API• A toolkit other programmers can use to create useful services based on Twitter• Examples include: − TwitPic.com (and others) for sharing photos − Phone applications (e.g. Twitterific, Twittelator, Tweetie, Twitterberry) and Desktop clients (e.g. Tweetdeck) − Hootsuite.com, CoTweet.com to schedule tweets and manage − Hundreds of others (tweet your favorites and their functions with #tweetcamp hashtag)
  • 27. Twitter Time Travel ThroughHootsuite, CoTweet, Tweetdeck
  • 28. 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
  • 29. 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”
  • 30. @mayoclinic Profile
  • 31. Sample Twitter Bio
  • 32. How I Monitor & 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
  • 33. 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”
  • 34. Finding “Tweeps”• Search for terms that interest you on Twitter −See who is saying interesting things −Follow them• See Twitter’s recommendations• Try services like http://mrtweet.com/ and http://www.twellow.com/• Start tweeting so others can find you
  • 35. Assignments• Sign up for Twitter if you haven’t yet, and set up your account to conform to Mayo guidelines• Follow @leeaase, @mayoclinic & lists like http://twitter.com/#!/list/LeeAase/mccsm-advisors• 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• If you have a smart phone, get a Twitter app
  • 36. DiscussionTweet questions, comments to #tweetcamp