Engaging Key Stakeholders Through Social Media

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Introductory presentation on practical use of social media in business and health care

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Engaging Key Stakeholders Through Social Media

  1. 1. Engaging Key Stakeholders through Social Media MHSCN Winter Conference February 29, 2008
  2. 2. Answering Your Questions • Why should I care? • What are social media? • What is Mayo doing? • How can I get started?
  3. 3. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles Times
  4. 4. Star Tribune Values • 1998: $1.2 billion • 2006: $530 million
  5. 5. One Huge Contributor
  6. 6. And exactly how do newspapers compete?
  7. 7. The Most Important Word in Web 2.0
  8. 8. Chicago Tribune Values • 2000: Buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
  9. 9. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion • Star Tribune = $0.53 billion • Total for all 3 < Facebook ($240 million for 1.6 percent)
  10. 10. Facebook Growth • > 65 million active users • Growing an average of 250,000/day since Jan. ‘07, or 3 percent/week. • Active users doubling every 6 months • > half outside of college • > half visit site daily and average 20 minutes/day of use 10
  11. 11. Cutting Edge Circa 1990 11
  12. 12. Avoiding Malpractice • Blogs • Podcasts • RSS • Social networking sites • Wikis • YouTube
  13. 13. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English, Lee LeFever, Common Craft
  14. 14. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other web sites • Ping = electronic Whassup? • RSS “baked in” IE7, Safari • Google Reader, Newsgator, Attensa are free options
  15. 15. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac
  16. 16. Social Networking Sites • MySpace, Facebook, LinkedIn
  17. 17. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech Massacre
  18. 18. Wikis
  19. 19. YouTube • How the world shares videos • Google bought for $1.65 billion
  20. 20. Mayo Clinic Medical Edge Syndications Foundation for Starting Social Media • Television -- Weekly :90 news insert • NWA World Traveler - monthly column • Radio -- Daily :60 • Newspaper Column • Twice-weekly Q & A syndicated through TMS • Chicago Tribune, Seattle Post-Intelligencer, Newsday among largest papers •St. Cloud Times, Rochester Post-Bulletin in MN • Samples at mayoclinic.org/medical-edge
  21. 21. First Foray in New Media • Existing Medical Edge radio mp3s • Launched September 2005
  22. 22. Summary of Results • Peaked at #29 in Top 100 List • Increased average daily visits to radio pages from 764 to 1,661 (117 percent) vs. last month without podcast • Increased mp3 downloads from 891 to 74,105 (8,217 percent) August vs. October 22
  23. 23. More, Longer Podcasts 23
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  25. 25. Getting Started with Blogging • Personal blog since July ’06 • Asked to Develop Public Affairs Department blog in Dec. ’06 • How do you do it without IT Support? 25
  26. 26. Wordpress.com Private Blog 26
  27. 27. Wordpress.com Private Blog 27
  28. 28. Blog Pilot II: Behind Firewall • Wordpress MU - Open Source • Unlimited number of blogs 28
  29. 29. Mayo Clinic News Clips Blog 29
  30. 30. Blogging Challenges • What if I don’t remember to go to the blog? • External RSS aggregators can’t reach behind firewall • Email reminders/digests necessary • Managing access with open source platform is complicated 30
  31. 31. Wikis • Variable experience with Pilot • Some teams building plans collaboratively • Others more traditional Word/ track changes mode • Lack of WYSIWYG is barrier • Advantage is easy linkage from blog for reference 31
  32. 32. Blogging Policy via Wiki 32
  33. 33. Facebook Developments • Now allowing institutions and brands to develop Pages (as of 11/6/07) • Users become “fans” of brands, and affinity is displayed on profiles • Strong opportunity to amplify word- of-mouth marketing with demographically targeted ads 33
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  36. 36. How can you practically use social media to meet business needs? • Blog or Facebook for Crisis Communications, support groups, employee communications • Facebook fan page, ads, secret groups • Twitter to activate crisis team • Wikis for collaborative editing • Podcasts internally or externally • YouTube • Anything you’ve seen from Mayo examples 36
  37. 37. How can you get started? • Get a FREE RSS reader, subscibe to feeds • Get iTunes (FREE), subscribe to podcasts • Start a FREE personal blog • Open a FREE YouTube account and upload a video • Try Flickr or another FREE photo service • Get Audacity to record audio FREE • Open a FREE profile on Facebook and “friend” me 37
  38. 38. What about data security? • See Facebook Hacker Challenge • Don’t put bank account or HIPAA information on outside-the- firewall sites • Don’t publicize existence of your secret sites. 38
  39. 39. Don’t Go it Alone: Get SMUG Social Media University, Global • Origins in “12-Step Program” and Facebook 101 seminar • Social media for lifelong learners • Free Tuition (Room & Board not incl.) • Google Lee Aase or SMUG University to audit classes, apply for admission • Established Jan. 24, 2008 • social-media-university-global.org 39
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