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ASTRO Social Media Overview

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Social Media: The Third Millennium’s
  Defining Communications Trend

               Lee Aase
  Manager, Syndication and S...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels...
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...

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ASTRO Social Media Overview

  1. 1. Social Media: The Third Millennium’s Defining Communications Trend Lee Aase Manager, Syndication and Social Media Mayo Clinic #ASTRO November 4, 2009
  2. 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. 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. 4. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  5. 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.
  6. 6. Thesis #1: Air was the original social medium
  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
  8. 8. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  9. 9. #4: Social media are the third millennium’s defining communications trend
  10. 10. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  11. 11. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  12. 12. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  13. 13. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  14. 14. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  15. 15. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  16. 16. podcasts.mayoclinic.org
  17. 17. newsblog.mayoclinic.org
  18. 18. sharing.mayoclinic.org
  19. 19. Yearly Cost for a Customized Blog $75.00
  20. 20. Cost for Your Global TV Station and Publishing Platform $300.00
  21. 21. #18: As I approaches zero, ROI approaches infinity
  22. 22. #20: Social media enable authentic communication if you don’t purposefully complicate things
  23. 23. 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
  24. 24. 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
  25. 25. #24: Compelling content is much more valuable than advertising time or space
  26. 26. 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
  27. 27. The next day...
  28. 28. Six days later...
  29. 29. April 22
  30. 30. Sunday, May 3
  31. 31. May 4
  32. 32. Cinco de Mayo
  33. 33. May 10
  34. 34. May 11
  35. 35. May 12
  36. 36. May 15
  37. 37. Early Morning May 26
  38. 38. May 26, 2009: Live in Studio Good Morning America
  39. 39. 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
  40. 40. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  41. 41. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  42. 42. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  43. 43. #34: Challenges of introducing social media in healthcare are not unique
  44. 44. #35: Social technologies will transform healthcare
  45. 45. 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
  46. 46. If you have an iPhone, Let’s Bump!
  47. 47. 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

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