Lee Aase June 2010 Social Media Presentation

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This is the presentation I've been giving for several health care-related groups during June. Due to different lengths of presentations, not all groups see all slides, but this is the overall deck.

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Lee Aase June 2010 Social Media Presentation

  1. 1. Bringing the Social Media Revolution to Health Care (and Boldly Going Where Few Have Gone Before) Lee Aase (@LeeAase) Manager, Syndication and Social Media Mayo Clinic #MHAPRM or #ShowMeSoMe June 17, 2010
  2. 2. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  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. Warning to Epilepsy Patients This presentation does not use strobe lights, but it may seem like it, with 153 slides in 50 minutes, or one flashing every 19.6 seconds.
  5. 5. WARNING: Warp-Speed Metaphor Mixer in Use
  6. 6. The Most Important Word in Web 2.0
  7. 7. Top Five Authors to Feed Your Metaphor Mixer • David Allen • Seth Godin • Daniel Pink • Malcolm Gladwell • Clayton Christensen
  8. 8. How Legal, IT, PR, Execs often view Social Media “Impact”
  9. 9. Impacts?
  10. 10. Opportunities!
  11. 11. Six Magic Words and Four Reasons Why They’re True for You
  12. 12. “I’ll bet I could do that!”
  13. 13. 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
  14. 14. 2009 Brand Preference Summary Healthcare Decision-Makers Aged 25+ Total Mayo Clinic 13 5.4 18.4% AMC 1 4 2.5 6.6% AMC 2 2 1.5 4.8% AMC 3 2 1.4 3.4% AMC 4 2 1.1 2.8% AMC 5 1 1.3 2.3% AMC 6 2 0.8 2.3% 1st Mention 2009 US Consumer Brand Monitor, n=3336 Add'l Mention
  15. 15. Agenda: Give You Arguments, Examples Why Social Media Tools are • Immensely powerful • Consistent with your organization’s values (or should be) • Practical and useful in health care • Free (or ridiculously inexpensive) • and...
  16. 16. Keeping you from being this guy
  17. 17. Parsing Romulan Dialects Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  18. 18. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it
  19. 19. 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
  20. 20. 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 • Create your own FREE podcast (listed in iTunes) through SMUG
  21. 21. Social Networking Sites
  22. 22. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  23. 23. A museum display...
  24. 24. 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, SocialMedia.org
  25. 25. A Story from Twitter
  26. 26. Ensuing Conversation
  27. 27. Slideshare.net and uStream.tv
  28. 28. Thesis #1: Air was the original social medium
  29. 29. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  30. 30. 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
  31. 31. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  32. 32. #4: Social media are the third millennium’s defining communications trend
  33. 33. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  34. 34. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  35. 35. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  36. 36. USA Today Nov 12, 2009 3031031-7
  37. 37. #10: Social media strategies can’t compensate for an inferior offering or bad service
  38. 38. United Breaks Guitars Breaks United
  39. 39. 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
  40. 40. The next day...
  41. 41. Six days later...
  42. 42. April 22
  43. 43. Sunday, May 3
  44. 44. May 4
  45. 45. Cinco de Mayo
  46. 46. May 10
  47. 47. May 11
  48. 48. May 12
  49. 49. May 15
  50. 50. Early Morning May 26
  51. 51. May 26, 2009: Live in Studio Good Morning America
  52. 52. Results to Date • More than 7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • National TV coverage in U.S. and Japan
  53. 53. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  54. 54. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  55. 55. In the European Union, based on current exchange rates: €0,00
  56. 56. MSRP for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  57. 57. What’s wrong with this picture?
  58. 58. podcasts.mayoclinic.org
  59. 59. newsblog.mayoclinic.org
  60. 60. sharing.mayoclinic.org
  61. 61. Yearly Cost for a Customized Blog $75.00
  62. 62. Cost for Your Global TV Station and Publishing Platform $300.00
  63. 63. #18: As I approaches zero, ROI approaches infinity
  64. 64. #19: MacGyver is the model for social media success
  65. 65. The MacGyver Mindset
  66. 66. Mayo Clinic Medical Edge News Media Syndications
  67. 67. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  68. 68. Step 2: More, Longer Podcasts
  69. 69. #20: Social media enable authentic communication if you don’t purposefully complicate things
  70. 70. 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
  71. 71. 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
  72. 72. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  73. 73. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  74. 74. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  75. 75. #33: Social media will decrease diffusion time for research and innovations
  76. 76. Thesis 9 and 33 Combined!
  77. 77. Last Friday 3031031-9
  78. 78. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  79. 79. #34: Challenges of introducing social media in your work are not unique
  80. 80. 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
  81. 81. #35: Social technologies will transform healthcare
  82. 82. A few ideas for HR applications • Employee onboarding • Social networking groups for new employees to reduce turnover • Open enrollment blog to answer health plan questions • Culture blog like Sharing Mayo Clinic
  83. 83. Possible Internal Applications • Intranet as blog enabling comments, voting • Collaboration platforms • Wikis for collaborative document creation • Knowledge management/discovery • Saving time, improving service, reducing costs
  84. 84. The 37th Thesis Applying social media in health care isn’t just inevitable: it’s the right thing to do in the interest of patients.
  85. 85. Reviewing Today’s Main Ideas • In the workforce of the future, everyone will be connected to the Net 24/7 • Whether you consider this good or bad, it’s reality • You already have all the risks; why not get some of the benefits?
  86. 86. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #ihasocmed) • aase.lee@mayo.edu

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