ASTRO Social Media Overview

Lee Aase
Lee AasePublic Speaker | Mayo Clinic Social Media Network | Helping Health Care Organizations Apply Social Media Tools
Social Media: The Third Millennium’s
  Defining Communications Trend

               Lee Aase
  Manager, Syndication and Social Media
              Mayo Clinic

                #ASTRO

            November 4, 2009
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
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
•   Batteries not included
•   Some assembly required
•   Your mileage may vary
Disclosures

• No financial interest in any product or
 service mentioned in this presentation
• Full-time salaried employee of Mayo
 Clinic
Warning to Epilepsy Patients
This presentation does not
use strobe lights, but it
may seem like it, with 73
slides in 15 minutes, or
one flashing every 12.3
seconds.
ASTRO Social Media Overview
ASTRO Social Media Overview
ASTRO Social Media Overview
ASTRO Social Media Overview
Thesis #1: Air was the
original social medium
ASTRO Social Media Overview
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
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            friction
ASTRO Social Media Overview
#4: Social media are the
third millennium’s defining
   communications trend
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
          know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
ASTRO Social Media Overview
ASTRO Social Media Overview
ASTRO Social Media Overview
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
ASTRO Social Media Overview
ASTRO Social Media Overview
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
ASTRO Social Media Overview
ASTRO Social Media Overview
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
ASTRO Social Media Overview
Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
 improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
  − Audio of full interview
  − Video excerpts
• Limited group of video editors to ease
 adoption, ensure quality
Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
 post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video
ASTRO Social Media Overview
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot by another patient and
 uploaded to YouTube by her daughter
• Video had been seen 1,005 times in six
 preceding months since upload
• Embedded in Sharing Mayo Clinic,
 posted to Facebook, Tweeted on 4/7/09
The next day...
Six days later...
April 22
Sunday, May 3
ASTRO Social Media Overview
ASTRO Social Media Overview
May 4
Cinco de Mayo
May 10
ASTRO Social Media Overview
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 4.8 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
ASTRO Social Media Overview
ASTRO Social Media Overview
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#34: Challenges of
introducing social media in
 healthcare are not unique
#35: Social technologies will
   transform healthcare
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
  and TI Prescription - Clayton Christensen
If you have an iPhone, Let’s Bump!
If not, contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #ASTRO, or
 via SMUG comments
1 of 67

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ASTRO Social Media Overview

  • 1. Social Media: The Third Millennium’s Defining Communications Trend Lee Aase Manager, Syndication and Social Media Mayo Clinic #ASTRO November 4, 2009
  • 2. 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
  • 3. 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 • Batteries not included • Some assembly required • Your mileage may vary
  • 4. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  • 5. Warning to Epilepsy Patients This presentation does not use strobe lights, but it may seem like it, with 73 slides in 15 minutes, or one flashing every 12.3 seconds.
  • 10. Thesis #1: Air was the original social medium
  • 12. 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
  • 13. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 15. #4: Social media are the third millennium’s defining communications trend
  • 16. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 17. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 18. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 22. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 25. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 26. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 30. Yearly Cost for a Customized Blog $75.00
  • 31. Cost for Your Global TV Station and Publishing Platform $300.00
  • 32. #18: As I approaches zero, ROI approaches infinity
  • 35. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 37. Key Tool: Flip Video Camera* • Affordable • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  • 38. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  • 40. #24: Compelling content is much more valuable than advertising time or space
  • 41. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  • 48. May 4
  • 56. May 26, 2009: Live in Studio Good Morning America
  • 57. Results to Date • More than 4.8 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 58. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 61. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 62. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 63. #34: Challenges of introducing social media in healthcare are not unique
  • 64. #35: Social technologies will transform healthcare
  • 65. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  • 66. If you have an iPhone, Let’s Bump!
  • 67. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #ASTRO, or via SMUG comments