Tweetcamp VI

Tweetcamp:
Twitter Basic Training
#Tweetcamp

Lee Aase (@LeeAase)
Randy Schwarz (@RandySchwarz)
Mayo Clinic Center for Social Media

June 29, 2011
Wednesday, June 29, 2011

History of #Tweetcamp

• Began in April 2009 as training
opportunity for Mayo Clinic employees
• Consistent with goals of Mayo Clinic
Center for Social Media and Social Media
Health Network


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.


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 eligible to join, but not
accepting industry grant funding
• 75 member organizations as of 6/30/11


Why Open Tweetcamp to the World?

• Sharing with, learning from others is a Mayo
value
− Dr. Will and Dr. Charlie via Train, Boat
− Twitter, social media are powerful tools for
much faster, broader exchanges
• Opening to the world makes experience
even more valuable for Mayo employees
• Sampler for Social Media Residency


Coming in October: Social Media
Summit & Residency in Rochester
• Oct. 17-19 Summit
− Four pre-conference workshops
− Three-track conference
• Oct. 19-20 Network Member Meeting
− Interactive, member-led discussions
• Oct. 20-21 Social Media Residency
− Hands-on practical application (but no all-night
shifts)
• Network members save $1250 on full week

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”


A Step Beyond 7 Habits


“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


Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness

“Find your voice and inspire
others to find theirs”


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.


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


Twitter vs. Facebook
• Facebook is primarily for
strengthening existing connections
(or reconnecting) with 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 city and the hashtag
#tweetcamp (and optionally your
employer name)
• 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


So what can you say in 140
Characters anyway?
• Have u seen how ppl txt? U can pack lots
in via abbrev
• URL shorteners let you link to Web sites
with more information


From 71 characters or more to 27
or fewer
• This: http://socialmedia.mayoclinic.org/
2011/06/27/tweetcamp-vi-on-wednesday/
becomes
• This: http://bit.ly/moyByI - or a slightly
longer but customized version
• http://mayocl.in/TweetcampVI


Case Studies:
A Series of Serendipitous Events


Case Study #1: Listening


Ensuing Conversation


Case Study #2: Baltimore Tweetup

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-xxx-xxxx or my cell 507-xxx-xxxx


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
• It can become messy... see #tweetcamp

#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


Last Friday

3031031-9


3031031-10


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


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)

Twitter Time Travel Through
Hootsuite, CoTweet, Tweetdeck


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 & 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, #MCCSM


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
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


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

Discussion

Tweet questions, comments to

#tweetcamp


Tweetcamp VI

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Tweetcamp VI