Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Personalizing the Passion

This is my presentation to the Association of Organ Procurement Organizations in St. Louis on June 18, 2009. For more information, go to http://social-media-university-global.org/ and search for "transplant"

  • Login to see the comments

  • Be the first to like this

Personalizing the Passion

  1. 1. Using Social Media and Storytelling: Personalizing the Passion Lee Aase Manager, Syndication and Social Media Mayo Clinic AOPO Annual Meeting St. Louis June 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 2
  3. 3. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
  4. 4. Unprecedented Opportunity to help meet an Unimaginable Need • 101,931 people are on transplant lists • About 75 transplanted daily, but • 100 added to the list each day • 18 die awaiting an organ every day 4
  5. 5. Not all Deaths are Created Equal • H1N1 vs. “Expected” Flu deaths • U.S. “Swine Flu” deaths to date: 44 • Avg annual U.S. flu deaths: 40,000 5
  6. 6. Mainstream Media and the NASA/ U.S. Aviation Syndrome • Planes landing safely aren’t “news” • “Routine” transplants aren’t either • Compelling human interest stories can help attract attention • Blaming media not a path to success • Mainstream media have own issues 6
  7. 7. Every Transplant or Listing is News to Someone • Mainstream media need to build a large audience so advertisers can interrupt with marketing messages • Social media enable you to gather thousands of micro “audiences” • These groups can be caring communities instead of passive viewers 7
  8. 8. 10 Ways You Can Use Social Media to Personalize the Passion STARTING TODAY! 8
  9. 9. Developing a MacGyver Mindset 9
  10. 10. 1. Create OPO Facebook and MySpace Pages 10
  11. 11. 11
  12. 12. 2. Create an OPO YouTube Channel 12
  13. 13. 3. Start an OPO Twitter Account 13
  14. 14. 4. Create an OPO Blog • Platform to let you publish to the world • More in-depth content than Twitter • Embed your YouTube videos • Enable sharing • Profile and personalize your staff and volunteers 14
  15. 15. 15
  16. 16. 5. Encourage Patients to Form Facebook Groups • Groups provide opportunity for patients and their support groups to connect • Long-lost friends develop passive awareness that could spring to action • Doesn’t just put a face on transplant: puts a familiar face on transplant. 16
  17. 17. 17
  18. 18. Total Cost for Steps 1-5 $0.00 18
  19. 19. 6. Get a Flip Video Camera to Gather Multimedia Stories • Standard definition Flip is $150 • HD available for $230 or less • TV Studio in your pocket • Other brands and models available 19
  20. 20. HD: Worth the Investment 20
  21. 21. 7. Take Advantage of Events to Gather Stories, Promote Platforms • Transplant reunions • Transplant Games • State Fair • Any place communities gather 21
  22. 22. 22
  23. 23. 8. Don’t Just Pitch the Media. Be the Media • You can combine these resources to create your own TV station, radio station, and newspaper, with free distribution. • Telling your own story, getting it right is valuable in itself. • It can help you pitch stories to mainstream media, which can be even better. 23
  24. 24. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 24
  25. 25. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of 90 y.o. couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 25
  26. 26. The next day... 26
  27. 27. Six days later... 27
  28. 28. April 22 28
  29. 29. Sunday, May 3 29
  30. 30. 30
  31. 31. 31
  32. 32. May 4 32
  33. 33. Cinco de Mayo 33
  34. 34. May 6 34
  35. 35. May 10 35
  36. 36. 36
  37. 37. May 11 37
  38. 38. May 15 38
  39. 39. Early Morning May 26 39
  40. 40. May 26, 2009: Live in Studio Good Morning America 40
  41. 41. 41
  42. 42. May 28, 2009 42
  43. 43. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 43
  44. 44. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 44
  45. 45. 9. Don’t Just Be the Media. Build the Network. • Social media work best when they are.... social • Build a network of OPO sites • Blogs • Facebook pages • Twitterati • YouTube channels • Link among each other and with patient/donor sites 45
  46. 46. 10. Train the Team to Be Like Bob 46
  47. 47. Resources and Next Steps • Scott Meis - http://scottmeis.com/ • See Mayo Clinic guidelines for employees on http:// sharing.mayoclinic.org/guidelines/ for-mayo-clinic-employees • Become a SMUGgle 47
  48. 48. 48
  49. 49. Contacting Me • Google Lee Aase or SMUG U to find Social Media University, Global • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 49
  50. 50. 50

×