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Move from Social Engagement to Community Impact

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Slides from my March 28, 2017 presentation to the World Congress 2nd Annual Spring Summit on Hospital Marketing and Consumer Engagement

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Move from Social Engagement to Community Impact

  1. 1. Move from Social Engagement to Community Impact Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network
  2. 2. Agenda » Mayo Clinic’s Social Networking DNA » Seizing opportunities in general-purpose social media sites » Creating a network and developing “owned social” capabilities » Application in Mayo Clinic Connect
  3. 3. U.S. News & World Report “Best Hospitals” Ranking
  4. 4. “Metro” Area Populations
  5. 5. Mayo Clinic’s First Social Networkers
  6. 6. Dr. William J. Mayo’s Travels
  7. 7. The Surgeons Club
  8. 8. Influencers of Mayo Clinic Preference
  9. 9. From Syndication to Podcasting
  10. 10. Involuntary Online Networking
  11. 11. The Birth of the Mayo Clinic Center for Social Media - July 2010 » Building on history of analog networking and early leadership in digital platforms » Dedicated social media staff vs. side job » Applications beyond PR, Marketing » Network for communications version of The Surgeons Club » Became Mayo Clinic Social Media Network
  12. 12. A Catalyst for Social Media in Health Care » Guidelines » Best Practices » Platforms » Training » Consultation
  13. 13. “Owned Social” Development » Wordpress/BuddyPress open source community at socialmedia.mayoclinic.org » CareHubs collaboration » Cloned and adapted for » Mayo Clinic News Network » Mayo Clinic Connect » Many more specialized applications
  14. 14. The Importance of Active Community Management
  15. 15. 25 More about Connect Moderators and Volunteer Mentors Mayo Clinic Connect Mentors
  16. 16. Members use the community to » Understand their condition and help manage it » Find out about treatment options, experts & care center » Get peer support to succeed in behavior change » Mentor » Advocate and search for research » And more…
  17. 17. Unique Posters 0 125 250 375 500 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
  18. 18. Posts Per Month 0 625 1250 1875 2500 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
  19. 19. Unique Visitors 0 37,500 75,000 112,500 150,000 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
  20. 20. Unique Visitors, Page Views 0 275,000 550,000 825,000 1,100,000 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
  21. 21. Injecting Mayo Clinic Provider Expertise
  22. 22. Owned Community Benefits » Moves users deeper into the funnel and builds stronger relationships » Long tail SEO of conversations » Gathering email addresses for direct outreach vs. diminished organic reach » Screen names vs. real names » Ultimate control, design of user experience » Motivated experts unleashed
  23. 23. On the Horizon » Employee/spouse community for onboarding, affinity groups » Employee NewsCenter outside firewall for increased access and sharing » Consolidation of >40 blogs into audience- centered communities
  24. 24. Tweetable Truths » Social networking is part of the DNA of health care » With > 1.8 billion active users and favorable demographics, Facebook needs to be part of your communications mix » To deepen relationships, you need to go beyond sharecropping on the general purpose networks
  25. 25. Let’s Connect! » @LeeAase on Twitter » LinkedIn » Free basic membership in #MCSMN » socialmediacenter@mayo.edu

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