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PAC Webinar

My presentation at a Webinar today sponsored by the Public Affairs Council.

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PAC Webinar

  1. 1. Coordinating Your Social Media Platforms for Maximum Effectiveness <ul><li>Lee Aase </li></ul><ul><li>Manager, Syndication and Social Media </li></ul><ul><li>Mayo Clinic </li></ul><ul><li>October 13, 2009 </li></ul>
  2. 2. About Lee Aase (@LeeAase) <ul><li>B.S. Political Science </li></ul><ul><li>14 years in politics and government at local, state, national levels </li></ul><ul><li>Mayo Clinic since April 2000 </li></ul><ul><ul><li>Media relations consultant </li></ul></ul><ul><ul><li>Manager since 2004 </li></ul></ul><ul><ul><ul><li>Media Relations/Research Comm </li></ul></ul></ul><ul><ul><ul><li>Syndication and Social Media </li></ul></ul></ul>
  3. 3. Mayo Clinic’s Origin
  4. 4. Sources of Information Influencing Preference for Mayo Clinic
  5. 5. Mayo Clinic Medical Edge News Media Syndications News Media Syndications
  6. 6. First Foray in New Media <ul><li>Existing Medical Edge radio mp3s </li></ul><ul><li>Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. </li></ul>
  7. 7. Step 2: More, Longer Podcasts
  8. 12. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  9. 13. Key Tool: Flip Video Camera* <ul><li>Affordable for all campuses (and you) </li></ul><ul><li>Recording interviews (with tripod) improves existing processes </li></ul><ul><li>Authenticity without writer’s cramp </li></ul><ul><li>Provides potential blog resources </li></ul><ul><ul><li>Audio of full interview </li></ul></ul><ul><ul><li>Video excerpts </li></ul></ul><ul><li>Limited group of video editors to ease adoption, ensure quality </li></ul>
  10. 14. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80
  11. 15.
  12. 16.
  13. 17. Sharing Mayo Clinic Sharing Mayo Clinic <ul><li>Gathering global Mayo community </li></ul><ul><ul><li>Patients telling their stories </li></ul></ul><ul><ul><li>Employee bloggers recruited from throughout organization </li></ul></ul><ul><ul><li>Video profiles of patients/staff </li></ul></ul><ul><li>Hub to integrate Mayo social media </li></ul><ul><li>Interactive companion to print edition </li></ul><ul><li> </li></ul>
  14. 18.
  15. 19. Where Sharing Mayo Clinic Fits <ul><li>News Blog - Breaking research news; “Hard” news - Like U.S News , Time </li></ul><ul><li>Podcast Blog - Evergreen “news you can use” - Like Prevention </li></ul><ul><li>Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People </li></ul>
  16. 20. Other Blogs... <ul><li>Health Policy Center Blog </li></ul><ul><li>Physician Update Blog - For referring MDs but not limited to them </li></ul><ul><li>Diversity in Education Blog </li></ul><ul><li>Advancing the Science - Medical science blog - our medical version of Scientific American </li></ul>
  17. 21. Yearly Cost for a Customized Blog Customized Blog $75.00
  18. 22. Tying Platforms Together <ul><li>Sharing Mayo Clinic blog posts automatically </li></ul><ul><ul><li>Post to Facebook “fan” page </li></ul></ul><ul><ul><li>Are “Tweeted” by @mayoclinic </li></ul></ul><ul><li>@MayoClinic tweets in Sharing Mayo Clinic sidebar </li></ul>
  19. 23. Sharing Mayo Clinic post
  20. 24. ...Tweeted and posted to Facebook
  21. 25. Enabling user sharing...
  22. 26. Tweets in Blog Sidebar
  23. 27. Connecting with
  24. 29. Opportunities for Improvement <ul><li>RSS feed from blogs into “static” site </li></ul><ul><li>Social media icons on home page </li></ul><ul><li>Enable better sharing </li></ul>
  25. 31. Visit Mayo Clinic Social Media Sites <ul><li>Follow, subscribe or “Fan” </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> / </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Consider sharing your Mayo Clinic story </li></ul>
  26. 32. Become a SMUGgle <ul><li> / </li></ul><ul><li>Free step-by-step training in social media for mid-career professionals </li></ul>