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Overcoming Barriers to Social Media

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Overcoming Barriers to Adoption
Mayo Clinic’s Social Media Experience
and Implications for Your Organization

          Le...

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Disclaimers
•   These results not typical
•   Use as directed
•   Read and follow label directions
•   Side effects may in...

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Overcoming Objections
• Assertions
  − “We should focus on ‘real, grown-up’ media
    where we can reach the most people”
...

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Overcoming Barriers to Social Media

My presentation to a conference called "An Executive Perspective on Social Media" presented by the Social Media Research Lab at Michigan State University.

My presentation to a conference called "An Executive Perspective on Social Media" presented by the Social Media Research Lab at Michigan State University.

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Overcoming Barriers to Social Media

  1. 1. Overcoming Barriers to Adoption Mayo Clinic’s Social Media Experience and Implications for Your Organization Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM or #SM4Execs April 20, 2011
  2. 2. 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 • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  3. 3. Overcoming Objections • Assertions − “We should focus on ‘real, grown-up’ media where we can reach the most people” − “Employees will just waste all their time on Facebook instead of doing their work” • Assertions disguised as questions − “Isn’t Facebook full of viruses?” − “What about HIPAA?” (or other regulations) − “What’s the ROI?”
  4. 4. One of my heroes...
  5. 5. Two More Heroes Six Magic Words Four Reasons Why They’re True for You
  6. 6. “I’ll bet I could do that!”
  7. 7. 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
  8. 8. 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
  9. 9. A Brief History of Social Media at Mayo Clinic ...
  10. 10. Mayo Clinic Medical Edge Syndicated News Media Resources
  11. 11. First Foray in “New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  12. 12. Regrouping to Plan Just as genomics is the future of personalized medicine, personalized media are changing the way people get the news and information they want and need. But as genomics increasingly supplements and improves traditional medicine without replacing it, new media are helpful additions to mainstream, mass media. We strongly recommend reforming our processes to efficiently produce content that can be used for both mass media and personalized media. Content Creation Task Force, 7/26/2006
  13. 13. We recommend a three-phase approach. First, take our existing products and, with minimum incremental effort, place them in new media formats. Second... work across teams ... to make best use of the audio and video production resources we have. Third, get more resources... to produce timely or even daily content... We have not recommended a blog strategy at this time, primarily because we have emphasized developing audio and video content that could have multiple uses in both mass media and personalized media, with relatively limited physician involvement.
  14. 14. My First Blog Post - 7/30/06
  15. 15. Jan. ’07 - Warming to Blogging
  16. 16. Private Blog for Public Affairs
  17. 17. Free Wordpress.com option
  18. 18. Our First Social Media Consultant: Feb. 2007
  19. 19. Executing Phase One Strategy
  20. 20. @LeeAase on Twitter: 3/13/07
  21. 21. Personally Exploring Business Uses of Facebook - Aug. ‘07
  22. 22. Blogging an Event: Nov. 2007
  23. 23. Discovering Involuntary Social Network Representation
  24. 24. Facebook: 11/7/07
  25. 25. A Pivotal Presentation
  26. 26. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  27. 27. Reclaiming YouTube: Feb. ’08
  28. 28. Joining The Blog Council • Membership organization of blogging “companies” • Typically Fortune 500 members − Coca-Cola, P&G, Wells Fargo, etc. − Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members • Now the Social Media Business Council
  29. 29. @MayoClinic on Twitter: 4/29/08
  30. 30. Podcast Blog: April ’08
  31. 31. Transforming YouTube Channel • Started with Medical Edge TV foundation • Coca-Cola Conversation @ Blog Council
  32. 32. The $4-a-month online newsroom
  33. 33. Let’s Talk “site” - May 2008
  34. 34. Sharing Mayo Clinic - Jan. 2009
  35. 35. External Wordpress MU Platform
  36. 36. Internal Wordpress MU Platform
  37. 37. A Broader Historical Perspective...
  38. 38. Thesis #1: Air was the original social medium
  39. 39. 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
  40. 40. 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
  41. 41. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  42. 42. #4: Social media are the third millennium’s defining communications trend
  43. 43. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  44. 44. If you’re still in doubt, ask these guys:
  45. 45. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  46. 46. The Unholy Trinity of Social Media Delay
  47. 47. The Disruptive Power of Amateurs and Volunteers
  48. 48. If you think blocking is a viable long-term option...
  49. 49. Implication • You already have most of the risks... why not also get some of the benefits from these powerful tools?
  50. 50. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz
  51. 51. 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
  52. 52. The next day...
  53. 53. Six days later...
  54. 54. April 22
  55. 55. Sunday, May 3
  56. 56. May 4
  57. 57. Cinco de Mayo
  58. 58. May 10
  59. 59. May 11
  60. 60. May 12
  61. 61. May 15
  62. 62. Early Morning May 26
  63. 63. May 26, 2009: Live in Studio Good Morning America
  64. 64. Results to Date • More than 7.4 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
  65. 65. #12: Communications and marketing professionals who fail to understand social media flirt with media malpractice
  66. 66. #14: Strategic thinking about social media is no substitute for action
  67. 67. #15: You can hear a lot by just listening
  68. 68. Listening via Tweetdeck
  69. 69. Ensuing Conversation
  70. 70. Yesterday in Grand Rapids...
  71. 71. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  72. 72. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  73. 73. In the European Union, based on current exchange rates: €0,00
  74. 74. #18: As I approaches zero, ROI approaches infinity
  75. 75. #22: Social Media are an essential part of a balanced communications diet
  76. 76. Three case studies in eight minutes
  77. 77. #33: Social media will decrease diffusion time for research and innovations
  78. 78. Discovery by Richard Berger, M.D., Ph.D. Ulnotriquetral (UT) Ligament Split Tear
  79. 79. Jayson Werth’s Experience
  80. 80. USA Today Nov 12, 2009 3031031-7
  81. 81. Last Friday 3031031-9
  82. 82. 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
  83. 83. 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.
  84. 84. Mayo Clinic Center for Social Media • Our Raison d’etre: The Mayo Clinic Center for Social Media 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.
  85. 85. Social Media Health Network • Membership group associated with Mayo Clinic Center for Social Media • For organizations wanting to use social media to promote health, fight disease and improve health care • Dues based on organization revenues • Industry members, but no industry grant funding • 54 members as of this morning
  86. 86. If you’re not in health care...
  87. 87. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM or #SM4Execs) • aase.lee@mayo.edu • http://socialmedia.mayoclinic.org

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