HeSCA Social Media Presentation

1. Why Social Media are Essential to the Future of Health and Science Communication Health Sciences Communications Association Lee Aase Manager, Syndication and Social Media Mayo Clinic June 19, 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 2

3. The power of Facebook... • Evelyn’s existence • Videos from Grand Rapids 3

4. 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 • Your mileage may vary 4

5. Agenda • Surveying the changing media landscape: why you should care • Health Care Penetration & Examples • The MacGyver Mindset • Mayo Clinic’s Experience • Case Study 5

6. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles times 6

7. Star Tribune Values and a Major Cause • 1998 $1.2 Billion • 2006: $530 Million • Today: Bankruptcy 7

8. The Most Important Word in Web 2.0 8

9. Chicago Tribune Values • 2000: Tribune Co. buys Los Angeles Times for $8 Billion • 2007: Sam Zell buys Tribune Co. (including Los Angeles Times) for $8.2 Billion 9

10. Comparables in the Neighborhood • Wall Street Journal: $5 Billion • Chicago Tribune: $8 Billion • Star Tribune: $0.53 Billion • Total for all three < Facebook (MSFT paid $240 Million for 1.6% of stock) 10

11. Facebook Demographics • More than 200 million active users • More than half visit daily • More than 2/3 outside of college • Over 35 is fastest growing demo 11

12. Hospitals Using Social Media (via @EdBennett) 12

13. Growth of YouTube vs. Twitter 13

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19. The MacGyver Mindset 19

20. Mayo Clinic’s Social Media Experience 20

21. Mayo Clinic’s Origin http://tinyurl.com/32xbjx

22. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 22

23. Mayo Clinic Medical Edge News Media Syndications 23

24. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 24

25. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

26. Step 2: More, Longer Podcasts 26

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31. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 31

32. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • 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 32

33. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 33

34. HD: Worth the Investment 34

35. podcasts.mayoclinic.org 35

36. newsblog.mayoclinic.org 36

37. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 37

38. sharing.mayoclinic.org 38

39. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 39

40. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 40

41. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 41

42. Yearly Cost for a Customized Blog $75.00 42

43. Demolishing Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” • AT&T free phone service in 1969 • Pitney Bowes free fax machines and supplies in 1989 • YouTube, Facebook and Twitter free in 2009 43

44. Sharing Some Stories... 44

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46. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 46

47. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 47

48. Don’t (just) pitch the media. Be the media. 48

49. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 49

50. The next day... 50

51. Six days later... 51

52. April 22 52

53. Sunday, May 3 53

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56. May 4 56

57. Cinco de Mayo 57

58. May 6 58

59. Thursday, May 7 59

60. May 10 60

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62. May 11 62

63. May 12 63

64. A sampling of the comments... 64

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68. May 15 68

69. Early Morning May 26 69

70. May 26, 2009: Live in Studio Good Morning America 70

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72. May 28, 2009 72

73. Results to Date • More than 3.6 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 73

74. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 74

75. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 75

76. Immense Potential • Marketing we couldn’t afford to buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 76

77. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 77

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79. Overview of Tools • Blogs • Podcasts • RSS • Social Networking Sites • Wikis • YouTube • Twitter 79

80. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 80

81. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option 81

82. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac 82

83. Social Networking Sites • Facebook, LinkedIn, MySpace 83

84. Did I mention Evelyn? 84

85. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 85

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87. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, Blog Council 87

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90. A Taste of Tweetcamp • Understanding the Phenomenon • Exploring Applications 90

91. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet. 91

92. Twitter vs. Blogs • Twitter is a micro-blogging platform. • Limited length reduces writer’s/artist’s block • Blogs provide opportunity for more thoughtful reflection and development • Tweeting = great way to take notes on a live event • Blog = platform for review/synthesis • Twitter = great for spreading word about posts 92

93. 5 Reasons Twitter Beats Email • “Brevity is the soul of wit” - and of Twitter • No expectation to read and respond to everything • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses 93

94. Twitter Hashtags • Enable easy gathering, especially around an event, such as: • #hcsm • #hesca • #LeeAaseIsReallyWonderful • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet 94

95. Twitter Etiquette • Generally follow your followers • Following not = endorsement • Auto d to new followers = Not Cool • “Protecting” updates also = Not Cool • Replying (@) = Cool • Re-Tweet (RT) to credit sources, help followers find interesting tweeters also = Cool 95

96. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 96

97. Twitter Case Study #1: Listening 97

98. Ensuing Conversation 98

99. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 99

100. Twitter Case Study #3: Journalist Interactions 100

101. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog 101

102. Starter Steps for Institutions • Claim your organization’s Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 102

HeSCA Social Media Presentation

HeSCA Social Media Presentation

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