Lee Aase Social Media Presentation - Spring 2010

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Presentation by Lee Aase, manager of syndication and social media at Mayo Clinic, and Chancellor of Social Media University, Global (SMUG) on social media in health care.

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Lee Aase Social Media Presentation - Spring 2010

  1. 1. Improving Health Care through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic April 22, 2010
  2. 2. Dispelling Myths and Answering Misgivings about Social Media • Just a passing fad • Just for kids • Just toys with no real business use • I don’t have time for social media; I’m already drowning in email and can’t add another thing • I’m too old to “get” social media • They’re complicated and bewildering
  3. 3. Top SMUG Textbooks • Getting Things Done, David Allen • The 4-Hour Workweek, Tim Ferriss • Free: The Future of a Radical Price, Chris Anderson
  4. 4. 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
  5. 5. A Grandpa who appreciates the power of Facebook
  6. 6. 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
  7. 7. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  8. 8. Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  9. 9. Thesis #1: Air was the original social medium
  10. 10. 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
  11. 11. 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
  12. 12. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  13. 13. #3: The mass media era was a temporary anomaly
  14. 14. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  15. 15. #4: Social media are the third millennium’s defining communications trend
  16. 16. The Most Important Word in Web 2.0
  17. 17. A Partial List of FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  18. 18. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  19. 19. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  20. 20. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  21. 21. USA Today Nov 12, 2009 3031031-7
  22. 22. #10: Social media strategies can’t compensate for an inferior offering or bad service
  23. 23. United Breaks Guitars Breaks United
  24. 24. #14: Strategic thinking about social media is no substitute for action
  25. 25. 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
  26. 26. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  27. 27. #15: You can hear a lot just by listening
  28. 28. A Story from Twitter
  29. 29. Ensuing Conversation
  30. 30. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  31. 31. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  32. 32. In England, based on current exchange rates: £0,00
  33. 33. In the European Union: €0,00
  34. 34. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  35. 35. What’s wrong with this video?
  36. 36. podcasts.mayoclinic.org
  37. 37. newsblog.mayoclinic.org
  38. 38. sharing.mayoclinic.org
  39. 39. Yearly Cost for a Customized Blog $75.00
  40. 40. Cost for Your Global TV Station and Publishing Platform $300.00
  41. 41. #18: As I approaches zero, ROI approaches infinity
  42. 42. #19: MacGyver is the model for social media success
  43. 43. The MacGyver Mindset
  44. 44. Mayo Clinic Medical Edge News Media Syndications
  45. 45. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  46. 46. Step 2: More, Longer Podcasts
  47. 47. #20: Social media enable authentic communication if you don’t purposefully complicate things
  48. 48. 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
  49. 49. 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
  50. 50. #22: Social media are an essential part of a balanced communications diet
  51. 51. Basic Social Media “Food Groups”
  52. 52. #24: Compelling content is much more valuable than advertising time or space
  53. 53. 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
  54. 54. The next day...
  55. 55. Six days later...
  56. 56. April 22
  57. 57. Sunday, May 3
  58. 58. May 4
  59. 59. Cinco de Mayo
  60. 60. May 10
  61. 61. May 11
  62. 62. May 12
  63. 63. May 15
  64. 64. Early Morning May 26
  65. 65. May 26, 2009: Live in Studio Good Morning America
  66. 66. 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 • Validation of Thesis #26
  67. 67. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  68. 68. #25: If you’re remarkable enough, your customers will create content for you
  69. 69. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  70. 70. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  71. 71. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  72. 72. A Story from Facebook...
  73. 73. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  74. 74. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  75. 75. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  76. 76. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  77. 77. #33: Social media will decrease diffusion time for research and innovations
  78. 78. Thesis 9 and 33 Combined!
  79. 79. Last Friday 3031031-9
  80. 80. 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
  81. 81. #34: Challenges of introducing social media in your work are not unique
  82. 82. 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
  83. 83. #35: Social technologies will transform healthcare
  84. 84. How can we accelerate the pace? • Free/low-cost practical experiments − On-line chats about research findings instead of just surgical tweets − Journalist-level access to embargoed research findings for bloggers − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry
  85. 85. The 36th Thesis If your organization can’t find a way to constructively use free tools that enable deep, two-way communication with anyone, anywhere, anytime, your real problem is lack of imagination.
  86. 86. So,
one
night
after
1:00
a.m.,
I
can’t
sleep,
 as
usual,
thoughts
of
my
daughter
rolling
 in
my
brain,
I
was
on
the
internet.

I
was
 researching
symptoms
–
Google
 searching
orthostatic
blood
pressure,
 vomiting
without
obvious
causes,
 abdominal
pain,
etc.

Somehow,
I
came
 across
a
YouTube
video
of
a
young
 teenaged
girl
talking
about
having
all
of
 the
same
symptoms
as
my
daughter.
  87. 87. And
I
Einally
saw
a
blog
about
a
girl
 talking
about
her
symptoms,
which
led
 me
to
the
YouTube
video,
which
I
 watched,
and
she
was
a
patient
of
Dr.
 Fischer’s.

Well,
it
was
like
someone
had
 told
me
I
just
won
the
lottery.

Here
was
 a
teenaged
girl
who
sounded
exactly
 like
my
daughter
getting
help
from
this
 doctor,
who
was
researching
this
 syndrome,
which
seemed
treatable
with
 medicine,
diet,
exercise,
etc.
–
I
nearly
 screamed!
  88. 88. In
closing,
it
has
been
7
weeks
since
our
 return
 from
 the
 Mayo
 Clinic.
 
 With
 the
 regimen
 of
 medication,
 diet,
 and
 exercise
 prescribed
 by
 Dr.
 Fischer
 (and
 others),
 Hayley’s
 recovery
 has
 been
 nothing
 short
 of
 miraculous.
 
 Her
 vomiting
quickly
tapered
down
and
has
 Einally
gone
away.
  89. 89. Her
 abdominal
 pain
 has
 slowly
 subsided
 and
 is
 now
 a
 mild
 inconvenience,
 rather
 than
 a
 debilitating
 condition,
 which
 makes
 her
 daily
 life
 and
 sleeping
 entirely
 manageable.
 
 And,
 most
 importantly,
 she
 has
gained
9
pounds
(she
weighed
about
74
 pounds
 when
 we
 Eirst
 arrived
 at
 the
 Mayo
 Clinic).
 
 And
 Einally,
 just
 last
 week,
 Hayley
 has
 returned
 to
 high
 school
 on
 a
 part­time
 basis.
 
It’s
a
start,
and
we
hope
to
have
her
 back
full
time
within
the
next
several
weeks.
  90. 90. 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.
  91. 91. If you have an iPhone, Let’s Bump!
  92. 92. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu

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