ASTRO Social Media Overview
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My presentation as part of a panel discussion at the ASTRO 2009 conference in Chicago.
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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
- 42. The next day...
- 44. April 22
- 45. Sunday, May 3
- 48. May 4
- 49. Cinco de Mayo
- 50. May 10
- 52. May 11
- 53. May 12
- 54. May 15
- 55. Early Morning May 26
- 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