Integrating Social Media in Your Hospital's Communications

1. Lee Aase Mayo Clinic Center for Social Media April 22, 2014 Integrating Social Media in Your Hospital’s Communications Monday, April 21, 2014

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 • Public Affairs Manager (2003-2010) • Director, Center for Social Media since July 2010 Monday, April 21, 2014

3. Mayo Clinic Center for Social Media • The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients. • Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere. Monday, April 21, 2014

4. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Dues based on organization revenues • >100 member organizations Monday, April 21, 2014

5. Monday, April 21, 2014

7. Agenda • Making sense of the changing media landscape • Reviewing “The Basics” and examples of effective applications • Newer platforms and criteria for adoption • Integration of social media tools • with each other • with broader communications and marketing strategies • Measuring effectiveness and demonstrating ROI Monday, April 21, 2014

14. Although the traditional media didn’t sense the magnitude of the coming change... Monday, April 21, 2014

20. Mapping Media Landscape Changes • From simple and expensive to complex and “free” • From gatekeepers to wide open spaces • From money as major constraint to time and creativity as limiting factor Monday, April 21, 2014

22. Social Media Basics Monday, April 21, 2014

24. FREE Twitter Modules in Social Media Health Network Curriculum • TW 100: Preparing to Create Your Twitter Account • TW 101: Getting Started with Twitter • TW 110: How to Effectively Participate in a Twitter Chat Monday, April 21, 2014

29. Twitter Application Ideas • Emergency Team Activation Account • Protected Tweets • Mobile notifications • Public Health/Prevention Campaigns • Call-to-action in advertising Monday, April 21, 2014

31. The Bad News on Facebook: Organic Reach Plummeting Monday, April 21, 2014

32. Organic Reach • Only a small percentage will typically see any given post. If your page has 1,000 likes: • April 2012: 160 • February 2014: 60 • Future: 10-20 • Why? A lack of space in the newsfeed • “On a given day, when someone visits Newsfeed, there are an average of 1,500 possible stories we can show” Monday, April 21, 2014

33. Pay to Advertise • Promote page • Boost posts • Set a budget • Cancel at any time Monday, April 21, 2014

37. Good News and Best Practices • Have a content plan (Buckets/Categories) • Create share-worthy posts • Keep it brief to evoke curiosity (and click- throughs) • Include Facebook sharing buttons on your Web site or blog Monday, April 21, 2014

38. Content Categories • Health and wellness tips • Treatment options • Research updates • News from your organization • Patient Stories Monday, April 21, 2014

42. The Revolutionary impact of consumer-grade video Monday, April 21, 2014

44. Dramatically increased number of videos and depth of content Monday, April 21, 2014

47. Unique Myelofibrosis Patients 0 100 200 300 400 2008 2009 2010 2011 MCF MCA Monday, April 21, 2014

48. YouTube Applications • Introducing new physicians to community • Building rapport with new patients • Making in-person encounters more efficient and effective • Answers to FAQs (e.g. vaccines, bike helmets) • Video prescriptions Monday, April 21, 2014

49. ©2011 MFMER | 3139261- 5 Reasons to Blog • Publish to the Web quickly and easily • Improve search engine placement • Give your static Web site a dynamic feel • Enable engagement: commenting, sharing • Create a home base for your social efforts • Longer-form content • An integration point • You control look and feel Monday, April 21, 2014

50. ©2011 MFMER | 3139261- Why do blogs help SEO? • Frequent posts faster indexing by seach engines • Lots of links (inbound and outbound) • Tags • Wordpress: URLs include headline keywords Monday, April 21, 2014

51. ©2011 MFMER | 3139261- Making Static Sites Dynamic • Blogs can create RSS feeds based on • Categories • Tags • Sidebar widgets can display headlines from any feed • More sophisticated custom integration Monday, April 21, 2014

57. ©2011 MFMER | 3139261- Your Social Media Home Base • Longer-form content (e.g. 400 words) • Integration point • Embed videos, slide decks • Widgets - RSS, Twitter, surveys • Match the look and feel to your Web site Monday, April 21, 2014

59. Newer platforms to consider • Google+ • Pinterest • Vine • Instagram Monday, April 21, 2014

61. Search benefits... Monday, April 21, 2014

62. Search benefits... Monday, April 21, 2014

63. Get your custom URL!! Make… https://plus.google.com/u/0/b/ 117843909302898250180/ Look like this… http://Google.com/+MayoClinic How? Monday, April 21, 2014

66. Key Points on Pinterest • Launched March 2010 • Fastest to reach 10 million users • Overwhelmingly female (>70 percent) • Extremely “sticky” Monday, April 21, 2014

68. What about Vine and Instagram? • Vine • Purchased by Twitter Oct. 2012 • Six-Second Videos • See “Fix in Six” by Lowe’s • Instagram • Purchased by Facebook in April 2012 • Square photos • 15-second videos Monday, April 21, 2014

69. It’s not a land rush Monday, April 21, 2014

70. Integration • How the tools work together • How the tools work with traditional communications • Ideas for application Monday, April 21, 2014

71. Social Platforms Working Together • Blog as integration point • Embedding videos, slide decks • Sharing icons for other networks • Exact duplication on multiple networks is NOT recommended • Saving a little time diminishes effectiveness • Tailor posts for each platform Monday, April 21, 2014

72. Working with Traditional Communications • Newsletter becomes blog (too or instead) • Publish when ready; no waiting for mailing • Bonus features (e.g. embedded videos) • Better pitching of journalists • Hashtags in ads for engagement • QR codes in ads, signage Monday, April 21, 2014

73. ©2011 MFMER | 3139261- The Beauty of Bit.ly • Bitly.com shortens links to save space in tweets (but can be used in any platform) • Much data available on bit.ly link clicks • Mayo Clinic uses custom branded short domain (MayoCl.in) to increase trust Monday, April 21, 2014

76. Lee’s Social Media Measurement Maxim: As I approaches 0, ROI approaches ∞ Monday, April 21, 2014

79. ©2011 MFMER | 3139261- One Quick Uncertainty-Reducing Method: The Rule of 5 • Random sample of 5 values • Quick way to get 93.75% estimate of median • In a normal distribution, median and mean will be the same Monday, April 21, 2014

82. ©2011 MFMER | 3139261- Research Exercise • Enter your weight in pounds. Feel free to round down to the nearest 5. • Enter the lower and upper bounds for your estimate of the average (mean) weight for everyone in the course. • “I am 90 percent certain that the average weight of people in this room is between ____ and ____ pounds.” Monday, April 21, 2014

85. ©2011 MFMER | 3139261- Review of Results • Smallest range guessed: 10 (150-160 and 165-175) • Largest range guessed 195 (100-295) • Percent of those including the mean: 83% • Average range of those including mean: 93.7 • Average range of those not including mean: 35.0 • Actual Mean for Population: 167.2 Monday, April 21, 2014

90. ©2011 MFMER | 3139261- Lessons • If you have a lot of uncertainty, just a few measurements can tell you a lot • The Mathless Method can get you a quick answer that is better than most expert estimates • In this case, sampling produced better ranges • n=5 produced a better range than 49 of 87 • n=11 produced a better range nearly 3X as often as human guessing did (63 vs. 23) Monday, April 21, 2014

91. ©2011 MFMER | 3139261- Fermi Decomposition • Named after Nobel Prize winner Enrico Fermi • For a big unknown, break the problem into components you can measure or more confidently estimate • Classic question: How many piano tuners are in Chicago? Monday, April 21, 2014

92. ©2011 MFMER | 3139261- Fermi Decomposition Number of Piano Tuners = Population/people per household x percent of households w/tuned pianos x tunings per piano per year /(tunings per tuner per day x workdays per year) Monday, April 21, 2014

93. ©2011 MFMER | 3139261- Develop Your 90% CI • For each formula component, estimate the 90 percent confidence interval through • Calibrated estimates of experts • Rules of thumb/historical performance • Surveys and sampling • Direct measures where practical Monday, April 21, 2014

95. ©2011 MFMER | 3139261- Example: Adding staffer for demand-generating videos • Proposal is to hire an employee to shoot, edit and upload videos to YouTube and add annotations linking to appointment request page, along with a phone number • Goal is to increase demand in areas of practice with favorable reimbursement • Is this likely to generate demand that would pay for the new employee? Monday, April 21, 2014

99. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Patients/View x Views/Video x Videos/Week x Weeks/Year Monday, April 21, 2014

100. ©2011 MFMER | 3139261- Continuing the Decomposition Annual Benefit = NOI/Patient x Patients/Video x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Patients/View x Views/Video x Videos/Week x Weeks/Year Monday, April 21, 2014

101. ©2011 MFMER | 3139261- Completing the Decomposition Annual Benefit = NOI/Patient x Views/Video x Patients/View x Videos/Week x Weeks/Year Annual Benefit = NOI/Patient x Views/Video x Clicks to Web Site/View x (Online Appt Reqs/View + Phone Req/View) x Patients/Appt Req x Videos/Week x Weeks/Year Monday, April 21, 2014

102. ©2011 MFMER | 3139261- Developing the 90% CI • How might you estimate • Weeks per year worked by new employee? • Average videos produced per week? • Views per video? • Annotation clicks per view? • Appointment requests per annotation click? • Phone appointment requests related to videos? • Percent of requests likely to be fulfilled? • NOI per patient? Monday, April 21, 2014

103. ©2011 MFMER | 3139261- Do the Monte Carlo Simulation • Apply the formula in 10,000 simulations with random values from your 90% CI • Videos/week (8-12) • Weeks worked/year (48-50) • Views/Video (500-1500) • Annotation Clicks/Video View (.005-.02) • Online appointment requests/annotation click (0.01-0.03) • Phone appointment requests/annotation click (0.01-0.03) • Appointments scheduled/request (0.5-0.8) • NOI/Patient ($400-$800) Monday, April 21, 2014

109. ©2011 MFMER | 3139261- • If it’s really that important, it’s something you can define. If it’s something you think exists at all, it’s something you’ve already observed somehow • If it’s something important and something uncertain, you have a cost of being wrong and a chance of being wrong • You can quantify your current uncertainty with calibrated estimates Summary of Philosophy Monday, April 21, 2014

110. ©2011 MFMER | 3139261- Summary of Philosophy • You can compute the value of additional information by knowing the “threshold” of the measurement where it begins to make a difference compared to your existing uncertainty. • Once you know what it is worth to measure something, you can put the measurement effort in context and decide on the effort it should take. • Knowing just a few methods for random sampling, controlled experiments, Bayesian methods or even merely improving on the judgments of experts can lead to a significant reduction in uncertainty. Monday, April 21, 2014

111. ©2011 MFMER | 3139261- Other Measurement Applications • Adding a blog version of a print newsletter • Better gauge of readership by adding interaction • Estimate costs/benefits of reducing print • Building seminar attendance through • Traditional methods (including advertising) • Facebook ads Monday, April 21, 2014

112. ©2011 MFMER | 3139261- Measurement Matters Minimally... • When the cost of being wrong is low • When you don’t have to justify the decision to anyone. Examples might be • Protected Twitter account to activate emergency response • Shooting YouTube videos with existing staff • Still, for long-term growth (and sanity) demonstrating ROI can help make case for resources Monday, April 21, 2014

113. Opportunities to Dig Deeper • Social Media Residency • May 12 in Rochester • Sept. 15 in Phoenix/Scottsdale • Oct. 20 in Rochester • Nov. 10 in Jacksonville • Others TBD • Social Media Week at Mayo Clinic Oct. 20-23 • Social Media Residency • #MayoRagan Social Media Summit (with pre-conference workshops) Monday, April 21, 2014

114. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org Monday, April 21, 2014