Making the Business Case for Social
     Media and Getting Started

               Lee Aase
  Manager, Syndication and Soc...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels...
A Grandpa who appreciates the
     power of Facebook
Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...
Disclosures

• No financial interest in any product or
 service mentioned in this presentation
• Full-time salaried employ...
Today’s Goal:
Help you make the case that
     social media tools are...

• Immensely powerful
• Consistent with your organization’s
 va...
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 pe...
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                  ...
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            fri...
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individu...
#4: Social media are the
third millennium’s defining
   communications trend
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
          know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#11: Social media strategies
 can help make a product,
service or experience better
#13: Social media offer
unprecedented opportunity
for transformational change
       and productivity
#14: Strategic thinking about
social media is no substitute
          for action
Tips on Personal Steps to Explore

• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twi...
Starter Steps for Nonprofits
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In England, based on current
       exhange rates:




 £0,00
In the European Union:




€0,00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
 improves existing processes
• Authenticity...
Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. vi...
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot b...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 5 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month...
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
Answers to Objections
• “But what about the cost in staff time to
 maintain all of these social media
 platforms? They’re ...
If getting involved in social
media doesn’t excite you...
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
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...
The most harmful TV show in
         U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#33: Social media will
decrease diffusion time for
 research and innovations
Thesis 9 and 33 Combined!
Mayo Clinic/USA Today #kidsflu
Twitter chat 8-9 p.m. ET tonight
#34: Challenges of
introducing social media in
 healthcare are not unique
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Booksto...
#35: Social technologies will
   transform healthcare
How can we accelerate the pace?
• Free/low-cost practical experiments
  − Virtual support groups w/medical pros
  − More c...
If you have an iPhone, Let’s Bump!
If not, contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation ...
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
Making the Business Case for Social Media
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Making the Business Case for Social Media

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My presentation to the communications conference of AHIP, America's Health Insurance Plans, in Chicago on November 18, 2009.

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Making the Business Case for Social Media

  1. 1. Making the Business Case for Social Media and Getting Started Lee Aase Manager, Syndication and Social Media Mayo Clinic #AHIP November 18, 2009
  2. 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
  3. 3. A Grandpa who appreciates the power of Facebook
  4. 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 • Batteries not included • Some assembly required • Your mileage may vary
  5. 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  6. 6. Today’s Goal:
  7. 7. Help you make the case that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  8. 8. Thesis #1: Air was the original social medium
  9. 9. 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
  10. 10. 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
  11. 11. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  12. 12. #3: The mass media era was a temporary anomaly
  13. 13. 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
  14. 14. #4: Social media are the third millennium’s defining communications trend
  15. 15. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  16. 16. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  17. 17. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  18. 18. #10: Social media strategies can’t compensate for an inferior offering or bad service
  19. 19. United Breaks Guitars Breaks United
  20. 20. #11: Social media strategies can help make a product, service or experience better
  21. 21. #13: Social media offer unprecedented opportunity for transformational change and productivity
  22. 22. #14: Strategic thinking about social media is no substitute for action
  23. 23. 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
  24. 24. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  25. 25. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  26. 26. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  27. 27. In England, based on current exhange rates: £0,00
  28. 28. In the European Union: €0,00
  29. 29. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  30. 30. podcasts.mayoclinic.org
  31. 31. newsblog.mayoclinic.org
  32. 32. sharing.mayoclinic.org
  33. 33. Yearly Cost for a Customized Blog $75.00
  34. 34. Cost for Your Global TV Station and Publishing Platform $300.00
  35. 35. #18: As I approaches zero, ROI approaches infinity
  36. 36. #19: MacGyver is the model for social media success
  37. 37. The MacGyver Mindset
  38. 38. Mayo Clinic Medical Edge News Media Syndications
  39. 39. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  40. 40. Step 2: More, Longer Podcasts
  41. 41. #20: Social media enable authentic communication if you don’t purposefully complicate things
  42. 42. 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
  43. 43. 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
  44. 44. #24: Compelling content is much more valuable than advertising time or space
  45. 45. 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
  46. 46. The next day...
  47. 47. Six days later...
  48. 48. April 22
  49. 49. Sunday, May 3
  50. 50. May 4
  51. 51. Cinco de Mayo
  52. 52. May 10
  53. 53. May 11
  54. 54. May 12
  55. 55. May 15
  56. 56. Early Morning May 26
  57. 57. May 26, 2009: Live in Studio Good Morning America
  58. 58. Results to Date • More than 5 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
  59. 59. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  60. 60. Answers to 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
  61. 61. If getting involved in social media doesn’t excite you...
  62. 62. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  63. 63. A Story from Facebook...
  64. 64. 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. ”
  65. 65. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  66. 66. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  67. 67. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  68. 68. #33: Social media will decrease diffusion time for research and innovations
  69. 69. Thesis 9 and 33 Combined!
  70. 70. Mayo Clinic/USA Today #kidsflu Twitter chat 8-9 p.m. ET tonight
  71. 71. #34: Challenges of introducing social media in healthcare are not unique
  72. 72. 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
  73. 73. #35: Social technologies will transform healthcare
  74. 74. How can we accelerate the pace? • Free/low-cost practical experiments − Virtual support groups w/medical pros − More collaboration within and among organizations via Yammer, Twitter, etc. − Share case studies within industry • Fund some experiments in care delivery or case management
  75. 75. If you have an iPhone, Let’s Bump!
  76. 76. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #AHIP, or via SMUG comments

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