Slides for my presentation today at #APRE2019, the Allied Public Relations Executives Annual Conference in Scottsdale, Ariz. This is a group of PR leaders from various state hospital and health care organizations.
Learning Objectives: You will be able to
• Describe elements of effective social media strategy, including content strategy,
and how to conduct a brand audit
• Discuss use of metrics to manage social media programs and to demonstrate their
value to leadership
• Describe the range of video options in social media, from highly produced short
segments to live broadcasts, and appropriate applications of each type
• Explain the benefits of staff engagement in social media for brand advocacy, as
well as the need for appropriate training to harness this important organizational
• Recognize the value of a social media management system to streamline content
management and publication and to facilitate audience engagement
Agenda and Disclaimers
• Reviewing these concepts and issues as we have experienced
them at Mayo Clinic
• Theme-Weaving through Storytelling
• Transparency and Discussion
• Your mileage may vary…
• …but principles are broadly applicable, and
• We have developed turbocharging resources you can use
Developing Effective Social Media Strategy
• Start with organizational/business strategy
• Who are your customers/patients (Audience)?
• How do you reach/attract/serve them now?
• How can social and digital tools support that business
• What do you want your audience to feel, believe or do?
• Platform selection and content strategy follow
“(In 1905) McClure’s Magazine…recounted
the story of that country doctor and his
brother, and of St. Mary’s Hospital, which
handled more surgical cases annually than
any other hospital in the United States,
more than even the great Johns Hopkins.”
(The Doctors Mayo, Helen Clapesattle, p. 289)
“By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Doctors Mayo, Helen Clapesattle, p. 405)
Countries Dr. Will Mayo Visited
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia
… and is part of the DNA of
Social Networking is part of
Mayo Clinic’s DNA…
Information Sources Behind Preference for Mayo Clinic
Mayo Clinic’s Early Social Media Strategy
• Use social media platforms to pitch/facilitate
traditional media stories
• Engage directly on platforms with largest reach
among target audience
• Provide vehicles to encourage word-of-mouth
• Enable in-depth content sharing with highly
targeted and self-selected audiences
Other Key Management and Value Metrics
• Reach on Facebook and Twitter
• Engagements on enterprise posts
• Total Shares - TMOAM
• Social Media Referrals to MayoClinic.org
• Appointment requests from social sites, including Mayo Clinic
Planning Your Broadcasts
• Consider your topic:
• Is it appropriate for the audience?
• Is it timely?
• Is it a priority for your organization?
• Managing your experts’ time
• Creating a series
Creating an Outline
Example of an outline from our Video Q&As:
1. Introduce yourself
2. Introduce the topic
3. Begin with FAQs, then take questions from audience
4. Closing/Call to action
Live Streaming Software
• Livestream Studio
• Apps for mobile devices
• Open Broadcaster Software
• Allows use of video (or web) camera for live streaming
• Facebook Live, Periscope Publisher, YouTube Live, etc.
• Switcher for slides, overlays, sharing desktop, etc.
YouTube SEO Best Practices
• Prevent duplicate content.
• Have a YouTube channel and
• Focus on title and filename.
• Write and optimize your video
• Don’t forget meta tags.
• Think customer experience first.
Benefits of a Playlist
• Related Videos
• Better Rankings
• More Keyword Targeting Opportunities
• Increased views of less-watched videos
Implications of New Brand Positioning
Facebook Clicks Twitter Clicks
New Brand Old Brand
• Patient stories: Rare diseases; changed diagnoses/answers from Mayo
Clinic; patients traveling great distances to be at Mayo Clinic
• Mayo Clinic subject experts featured in prominent mainstream media
• Mayo Clinic leaders of national and international medical/scientific
• Translational research and high-impact innovation
• Mayo subject expert provides advice that is not yet scientific consensus,
but is supported by Mayo research
• Quality Awards
• Commentary on timely news issues, positioning Mayo expert as authority
Content to Increase
• Limit re-posts on Twitter of top-performing content by raising the
engagement threshold for second and subsequent re-posts
• General health information that lacks particular Mayo perspective
• Stock photography
• (Eliminate) Posts that give advice or information that a reasonably
informed layperson would consider common knowledge
Content to Decrease or Eliminate
Brand Implications for Conduct of Social Media
Social Media Management Systems (SMMS)
• Provide governance and security benefits for multiple
users managing social media accounts
• Examples include Hootsuite, Spredfast, Sprinklr
• Mayo Clinic requires all branded social accounts to use
• Proponents must pay for seat licenses
• Analytics, Intervention, Prevention, Content Management
Importance of Advocacy
• As social media platforms mature, organic reach for
brand pages and accounts declines
• Some paid promotion is a practical necessity
• Advocacy programs can help overcome organic decline
• Health care has extra advocacy opportunities - staff
• Staff need guidelines, training and curated news feeds
The Surgeons Club
for Social Media in Healthcare
#MCSMN Vision, Mission, Strategy: 2010-2018
• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Make resources developed for Mayo Clinic staff available to
peers, and generate revenue to support the effort.
#MCSMN: A Catalyst for Health Care Social Media
• Best Practices
2019: Refining Strategy
• Unchanged Vision and Mission
• Maximizing Impact of #MCSMN as a Platform
Establish #MCSMN as the Learning Center for
Social Media in Health Care
• In 2015, Mayo developed the first online CME-accredited training
course in basics of social media for health care. In 2019 we will make
this much more widely available.
• We will create and curate advanced and special-interest training
modules (e.g. MD Reputation Management, Community
Management) to go beyond the basics.
• We will continue monthly webinars with training, case studies.
• Modules, webinars and events will be the core premium offering, with
rest of site open to Basic (free) members, including a new directory of
#MCSMN thought leader podcasts.
Social for Healthcare Certificate from Mayo Clinic and Hootsuite
• Front-line training for Mayo
Clinic staff interested in
social media applications
• Comprehensive in scope
but modular for flexible, à
la carte use
3.5 AMA PRA Category 1 CreditsTM Available
Mix/Match to Meet Needs, Applications
• Communications, Marketing Staff and proponents of
broader strategic application: Full Course
• Medical Students, Residents, Fellows: Twitter,
LinkedIn, Professionalism, Monitoring/Measurement
• Physician Staff: Twitter, LinkedIn, Professionalism
• Various permutations based on user interests
• Just-in-time, right-sized training
• No need to economize
Advanced or Special-Interest Learning Modules
• Mayo will create some online modules, including
• Physician Reputation Management through Social
• Video Production - Tips for Top Quality on a Budget
• Community Management
• External members will have opportunities to propose
and develop modules, creating value and sharing
Open Discussions to Grow Activity, Influence
• The single Discussion group has previously been limited to paid
members, which is a barrier to growing conversations.
• Opening discussions to Basic (free) members will make
MCSMN THE platform for discussing social media in health
care. It also will greatly improve SEO for the site.
• Social media leaders and advocates start most conversations,
leading to a marketing/communications focus.
• Adding groups with clinical or research orientations can attract
physicians, nurses and scientists.
Focus on Corporate Memberships
• Corporate members get training resources for all
employees, who get the same access Mayo staff enjoy.
• We will develop a toolkit to help Corporate Leaders (key
contacts) engage employees in taking advantage of the
• Learning focus makes Corporate membership globally
scalable by providing broad value without travel expense.
• Open to providing association rates for your members.