Practical Application of Social Media
   in Business and Professions

               Lee Aase
  Manager, Syndication and S...
Agenda
• Why is a traditional organization like
 Mayo Clinic involved in social media?
• Explore implications for other
 e...
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels...
WSU Roots - Class of 1962
A Grandpa who appreciates the
     power of Facebook
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 pe...
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                  ...
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            fri...
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individu...
#4: Social media are the
third millennium’s defining
   communications trend
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#12: Failure to understand
  social media = media
       malpractice
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In England, based on current
      exchange rates:




 £0,00
In the European Union:




€0,00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existi...
Case Study: Simple Storytelling

• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. v...
#24: Compelling content is
 much more valuable than
 advertising time or space
The Octogenarian Idol Story
• Alerted to interesting video of elderly
 couple playing piano in Gonda atrium
• Video shot b...
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 5.7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/mon...
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
Tamiko says...

“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to...
Advice for PR, Communications
   and Marketing Students
• Get on Twitter for networking
• Get a consumer-grade video camer...
Basic Social Media “Food Groups”
Contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
Practical Application of Social Media in Business and Professions
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Practical Application of Social Media in Business and Professions

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My presentation Monday night for the Winona State University chapter of the Public Relations Student Society of America, built upon my 35 Social Media Theses but with some particular student applications.

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Practical Application of Social Media in Business and Professions

  1. 1. Practical Application of Social Media in Business and Professions Lee Aase Manager, Syndication and Social Media Mayo Clinic Winona State University PRSSA #WSUPRSSA January 25, 2010
  2. 2. Agenda • Why is a traditional organization like Mayo Clinic involved in social media? • Explore implications for other established organizations • Illustrate impact of social tools • Discuss roles social media can play in professional advancement of students, particularly those with PR/ communications focus
  3. 3. 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
  4. 4. WSU Roots - Class of 1962
  5. 5. A Grandpa who appreciates the power of Facebook
  6. 6. Thesis #1: Air was the original social medium
  7. 7. 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
  8. 8. 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
  9. 9. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  10. 10. #3: The mass media era was a temporary anomaly
  11. 11. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  12. 12. #4: Social media are the third millennium’s defining communications trend
  13. 13. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  14. 14. #10: Social media strategies can’t compensate for an inferior offering or bad service
  15. 15. United Breaks Guitars Breaks United
  16. 16. #12: Failure to understand social media = media malpractice
  17. 17. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  18. 18. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  19. 19. In England, based on current exchange rates: £0,00
  20. 20. In the European Union: €0,00
  21. 21. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  22. 22. podcasts.mayoclinic.org
  23. 23. newsblog.mayoclinic.org
  24. 24. sharing.mayoclinic.org
  25. 25. Yearly Cost for a Customized Blog $75.00
  26. 26. #18: As I approaches zero, ROI approaches infinity
  27. 27. #19: MacGyver is the model for social media success
  28. 28. The MacGyver Mindset
  29. 29. Mayo Clinic Medical Edge News Media Syndications
  30. 30. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  31. 31. Step 2: More, Longer Podcasts
  32. 32. #20: Social media enable authentic communication if you don’t purposefully complicate things
  33. 33. Key Tool: Flip Video Camera* • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  34. 34. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  35. 35. #24: Compelling content is much more valuable than advertising time or space
  36. 36. 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
  37. 37. The next day...
  38. 38. Six days later...
  39. 39. April 22
  40. 40. Sunday, May 3
  41. 41. May 4
  42. 42. Cinco de Mayo
  43. 43. May 10
  44. 44. May 11
  45. 45. May 12
  46. 46. May 15
  47. 47. Early Morning May 26
  48. 48. May 26, 2009: Live in Studio Good Morning America
  49. 49. Results to Date • More than 5.7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  50. 50. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  51. 51. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  52. 52. A Story from Facebook...
  53. 53. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  54. 54. Advice for PR, Communications and Marketing Students • Get on Twitter for networking • Get a consumer-grade video camera and start a personal YouTube channel • Become a SMUGgle and work your way up the SMUG Social Media Pyramid
  55. 55. Basic Social Media “Food Groups”
  56. 56. Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu

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