BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase

1,398 views

Published on

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,398
On SlideShare
0
From Embeds
0
Number of Embeds
101
Actions
Shares
0
Downloads
53
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase

  1. 1. How Big Brands Use Social Media Minneapolis at General Mills | August 13, 2009 Lee Aase Mayo Clinic “Mayo Clinic Social Media Update: Growth and New Applications”
  2. 2. Mayo Clinic Social Media Update: Growth and New Applications Blogwell MSP Lee Aase Manager, Syndication and Social Media Mayo Clinic August 13, 2009
  3. 3. Agenda • Rapid recap of BlogWell Chicago (see it at http://bit.ly/SKMwo) • Sharing Mayo Clinic update • Twitter Transformation • Unique cost-saving “old media” project facilitated by social media launching this month 2
  4. 4. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Your mileage may vary 3
  5. 5. Genius not required ... 4
  6. 6. The MacGyver Mindset 5
  7. 7. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 6
  8. 8. Mayo Clinic Medical Edge News Media Syndications 7
  9. 9. podcasts.mayoclinic.org 8
  10. 10. newsblog.mayoclinic.org 9
  11. 11. 10
  12. 12. 11
  13. 13. sharing.mayoclinic.org 12
  14. 14. Twitter Transformation for @mayoclinic • Started with Hippocratic approach • Tweeting via RSS feed • Started following, engaging Feb ’09 • @mayoclinic followers have increased >400% in 6 months 13
  15. 15. 14
  16. 16. Don’t (just) pitch the media. Be the media 15
  17. 17. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 16
  18. 18. The next day... 17
  19. 19. Six days later... 18
  20. 20. April 22 19
  21. 21. Sunday, May 3 20
  22. 22. 21
  23. 23. 22
  24. 24. May 4 23
  25. 25. Cinco de Mayo 24
  26. 26. May 10 25
  27. 27. 26
  28. 28. May 11 27
  29. 29. May 12 28
  30. 30. A sampling of the comments... 29
  31. 31. May 15 30
  32. 32. Early Morning May 26 31
  33. 33. May 26, 2009: Live in Studio Good Morning America 32
  34. 34. 33
  35. 35. May 28, 2009 34
  36. 36. Results • More than 4.3 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 35
  37. 37. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 36
  38. 38. The Next Big Thing: Radio Syndication 37
  39. 39. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible • 1999: Unlikely profitable • 2008: $20K/month unavailable • Opportunity for creative application of social media tools 38
  40. 40. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later 39
  41. 41. Official Launch August 22 • Already a “win”: formerly local program now internationally available • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content 40
  42. 42. 41
  43. 43. Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic 42
  44. 44. Contacting Me • @LeeAase • aase.lee@mayo.edu • Google Lee Aase or SMUG U 43
  45. 45. How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com

×