A Fresh Look at Social Media

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My presentation on July 19, 2013 to FSHPRM in Orlando

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A Fresh Look at Social Media

  1. 1. Lee Aase Mayo Clinic Center for Social Media July 19, 2013 A Fresh Look at Social Media: Applying Revolutionary Tools in Your Work
  2. 2. Prologue: A Story that Demonstrates the Power of Social Platforms • Presentation at Community 2.0 conference in San Francisco on May 12, 2009 • Attendance approximately 200 • Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net
  3. 3. Behold, the Power of Slideshare...
  4. 4. Slideshare.net: YouTube for PowerPoint
  5. 5. Agenda • Introduction to the Mayo Clinic Center for Social Media and Social Media Health Network • Encouragement in your social media exploration • Five key mileposts on our Mayo Clinic journey • Lessons learned and an invitation to continue learning together
  6. 6. But first, answering a burning question...
  7. 7. It all started with a tornado...
  8. 8. ©2011 MFMER | 3139261-
  9. 9. Mayo Clinic’s First Social Networkers
  10. 10. ©2011 MFMER | 3139261- Social Networking is part of the @MayoClinic DNA and is fundamental to health care
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  12. 12. Agenda • Introduction to the Mayo Clinic Center for Social Media and Social Media Health Network • Encouragement in your social media exploration • Five key mileposts on our Mayo Clinic journey • Lessons learned and an invitation to continue learning together
  13. 13. Mayo Clinic Center for Social Media • 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.
  14. 14. ©2011 MFMER | slide-40 A Catalyst for Social Media
  15. 15. THE Book on Social Media in Health Care • Essays from 30 thought leaders • The “Why?” of social media in health care • Available on Amazon and discount bulk orders • http://mayocl.in/OGvNCx • Net proceeds fund patient scholarships
  16. 16. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For those wanting to use social media to promote health, fight disease and improve health care • Individual and organization memberships available
  17. 17. Free Samples of Network Resources • Visitor access available to any Web user • News/Opinion posts • Curriculum samples • Health Care Social Media List (HCSML)
  18. 18. GSM 105 - Intro to Tools
  19. 19. GSM 110: Mayo Clinic’s Social Media History
  20. 20. Health Care Social Media List
  21. 21. Free Samples of Network Resources • Visitor access available to any Web user • News/Opinion posts • Curriculum samples • Health Care Social Media List (HCSML) • Create a free Guest account to • Comment • Access additional curriculum posts • Claim and manage your organization’s basic HCSML listing
  22. 22. Basic Listing for Non-Member Organizations
  23. 23. Network Membership Plans and Benefits • Individual Membership • Full access to all curriculum and resources • Members-only discussion groups • Points (virtual currency) plus 25 percent discount on event/course registration • Social Media Fellows Program opportunity
  24. 24. Community Group for Members
  25. 25. Social Media Fellows Program
  26. 26. Network Membership Plans and Benefits • Individual Membership • Full access to all curriculum and resources • Members-only discussion groups • Points (virtual currency) plus 25 percent discount on event/course registration • Social Media Fellows Program opportunity • Organizational Membership • Individual memberships for all employees • Premium HCSML listing • Points to distribute among employee members
  27. 27. Premium Listing for Organization Members
  28. 28. For More Information on Joining the Social Media Health Network • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact us • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091
  29. 29. Agenda • Introduction to the Mayo Clinic Center for Social Media and Social Media Health Network • Encouragement in your social media exploration • Five key mileposts on our Mayo Clinic journey • Lessons learned and an invitation to continue learning together
  30. 30. Two Heroes Six Magic Words Four Reasons Why They’re True for You
  31. 31. ©2011 MFMER | 3139261- “I’ll bet I could do that!”
  32. 32. Bringing Hope to the Mediocre
  33. 33. ©2011 MFMER | 3139261- About Lee Aase (@LeeAase) • B.S. Political Science • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 • Media relations consultant • Manager since 2004 • Media Relations/Research Comm • Syndication and Social Media • Director, Center for Social Media (July 2010)
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  39. 39. One More Bonus Reason
  40. 40. If you think blocking is a viable long-term option...
  41. 41. Employee Access Task Force of the Social Media Health Network • Chaired by Ed Bennett and Shel Holtz • Surveyed health-related organizations on current posture toward employee social media access • Journal manuscript being developed based on survey findings • Developing Employee Access Toolkit
  42. 42. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  43. 43. Key Elements • All policies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
  44. 44. Guidelines for Mayo Clinic Employees
  45. 45. Agenda • Introduction to the Mayo Clinic Center for Social Media and Social Media Health Network • Encouragement in your social media exploration • Five key mileposts on our Mayo Clinic journey • Lessons learned and an invitation to continue learning together
  46. 46. Five Key Social Media Mileposts • What’s podcasting anyway? • Getting SMUG • Flipping our YouTube channel • Taking the Blogging Plunge • Our first Twitter chat, and social synergy with traditional media
  47. 47. Mayo Clinic Medical Edge Syndicated News Media Resources
  48. 48. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  49. 49. Beyond the Hypochondriac feed
  50. 50. Sample TV Sound Bite
  51. 51. Five Key Social Media Mileposts • What’s podcasting anyway? • Getting SMUG • Flipping our YouTube channel • Taking the Blogging Plunge • Our first Twitter chat, and social synergy with traditional media
  52. 52. My First Blog Post - 7/30/06 Lines from Lee
  53. 53. A Pivotal Presentation
  54. 54. Five Key Social Media Mileposts • What’s podcasting anyway? • Getting SMUG • Flipping our YouTube channel • Taking the Blogging Plunge • Our first Twitter chat, and social synergy with traditional media
  55. 55. The Revolutionary impact of consumer-grade video
  56. 56. Dramatically increased number of videos and depth of content
  57. 57. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA
  58. 58. Lee’s Social Media Measurement Maxim: As I approaches 0, ROI approaches ∞
  59. 59. Know Your Numbers
  60. 60. Five Key Social Media Mileposts • What’s podcasting anyway? • Getting SMUG • Flipping our YouTube channel • Taking the Blogging Plunge • Our first Twitter chat, and social synergy with traditional media
  61. 61. The $4-a-month online newsroom
  62. 62. Sharing Mayo Clinic - January 2009
  63. 63. Blogs: The Undiscovered Territory • A blog is just an easy-to-publish Web site that allows comments • Blogs can match look and feel of your Web site and infuse dynamic content • Blogs give you a social media “home base” • Blogs give you much more control over user experience than any other social platform
  64. 64. Sharing Mayo Clinic/Patient Stories Example • Relevant patient stories help patients choose Mayo Clinic • Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive • Sharing Mayo Clinic - stories in patients’ own words - launched in 2009 • 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging
  65. 65. ©2011 MFMER | 3139261-
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  68. 68. Mayo Clinic News Network
  69. 69. Mayo Clinic News Network
  70. 70. Downloadable Assets
  71. 71. Online Newsroom Progression • Domain Mapping to News blog hosted on Wordpress.com • One generic password per post - password removed after embargo lifts • Video, audio files on DropBox for download • Unlisted streaming video on YouTube • Clone of Social Media Health Network site • Individual accounts for journalists • Visitor access gives public access to non- embargoed posts • HD files and Brightcove CDN for video
  72. 72. Five Key Social Media Mileposts • What’s podcasting anyway? • Getting SMUG • Flipping our YouTube channel • Taking the Blogging Plunge • Our first Twitter chat, and social synergy with traditional media
  73. 73. Discovery by Richard Berger, M.D. Ph.D UT Ligament Split Tear
  74. 74. Agenda • Introduction to the Mayo Clinic Center for Social Media and Social Media Health Network • Encouragement in your social media exploration • Five key mileposts on our Mayo Clinic journey • Lessons learned and an invitation to continue learning together
  75. 75. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • Iterate until it’s great • Blogs can make a static Web site dynamic and relevant
  76. 76. Don’t Consider Social Media in Isolation • Not a silver bullet • Seek synergy with existing means of communication • Necessary but likely not sufficient • Need to justify NOT using social media
  77. 77. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually
  78. 78. Structure and Staffing • Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
  79. 79. Upcoming Opportunities • Social Media Residency • Aug. 13-14 in Seattle, Wash. • Sept. 10-11 in Dallas, Tex. (at Baylor) • Oct. 21-22 in Rochester, Minn. • Nov. 4-5 in Jacksonville, Fla. • Social Media Week at Mayo Clinic Oct. 21-25 • Patient Scholarship Contest • Abstract Contest for Scholarships • Network membership includes points for discounted or free registration
  80. 80. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • For Social Media Health Network information • http://network.socialmedia.mayoclinic.org/ mccsm/joining-the-network/ • Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091

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