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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
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
Behold the power of Facebook...




• Evelyn’s existence
• Video to her grandparents
                               3
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
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
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
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
10 Ways You Can Use Social
Media to Personalize the Passion

      STARTING TODAY!



                              8
Developing a MacGyver Mindset




                            9
1. Create OPO Facebook and
       MySpace Pages




                             10
11
2. Create an OPO YouTube Channel




                             12
3. Start an OPO Twitter Account




                              13
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
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
Total Cost for Steps 1-5




$0.00
                           18
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
HD: Worth the Investment




                           20
7. Take Advantage of Events to
Gather Stories, Promote Platforms
• Transplant reunions
• Transplant Games
• State Fair
• Any place communities gather




                                 21
22
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
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
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
The next day...




                  26
Six days later...




                    27
April 22




           28
Sunday, May 3




                29
30
31
May 4




        32
Cinco de Mayo




                33
May 6




        34
May 10




         35
36
May 11




         37
May 15




         38
Early Morning May 26




                       39
May 26, 2009: Live in Studio
  Good Morning America




                               40
41
May 28, 2009




               42
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                         43
Summary

• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
 through music: Priceless




                              44
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
10. Train the Team to Be Like Bob




                               46
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
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

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Personalizing the Passion

  • 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. 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. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
  • 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. 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. 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. 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. 10 Ways You Can Use Social Media to Personalize the Passion STARTING TODAY! 8
  • 10. 1. Create OPO Facebook and MySpace Pages 10
  • 11. 11
  • 12. 2. Create an OPO YouTube Channel 12
  • 13. 3. Start an OPO Twitter Account 13
  • 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
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  • 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
  • 18. Total Cost for Steps 1-5 $0.00 18
  • 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. HD: Worth the Investment 20
  • 21. 7. Take Advantage of Events to Gather Stories, Promote Platforms • Transplant reunions • Transplant Games • State Fair • Any place communities gather 21
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  • 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. 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. 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
  • 28. April 22 28
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  • 32. May 4 32
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  • 37. May 11 37
  • 38. May 15 38
  • 40. May 26, 2009: Live in Studio Good Morning America 40
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  • 43. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 43
  • 44. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 44
  • 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. 10. Train the Team to Be Like Bob 46
  • 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
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  • 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
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