Public Affairs Council Social Media Presentation

1. Using Social Media in State and Local Programs Public Affairs Council #PAC09 Lee Aase Manager, Syndication and Social Media Mayo Clinic September 17, 2009

4. Topics as Advertised • How do you create internal policies (and practices) that support the use of social media in government relations? • Who would maintain and oversee your social media strategy? • Should you incorporate user and posting policies? Moderate comments? • How can you measure ROI given tight budget constraints? 4

5. Goals (Negatively stated): Prevent you from concluding that social media tools... • ...aren’t worth your investment of time and money • ...are too “out there” or risky for your organization • ...are beyond your capability to implement, either because of cost or complexity • ...are optional 5

6. Goals (Positively stated): Show you that social media tools are... • Immensely powerful • Consistent with Mayo Clinic heritage • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and... 6

8. 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

9. A Grandpa who appreciates the power of Facebook... 9

10. 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 • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Your mileage may vary 10

11. The Most Important Word (and Book Recommendation) in Web 2.0 11

12. 12

13. Star Tribune Values and The Changing Media Landscape • 1998 $1.2 Billion • 2006: $530 Million • Emerged from bankruptcy this week 13

14. Genius Optional 14

15. The MacGyver Mindset 15

16. Tools Christian didn’t mention... • Slideshare.net: YouTube for presentations - how this presentation is available on my blog • Skype 16

17. 17

18. Twitter vs. Facebook • Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. • Twitter enables you to connect with people who have common interests. For the friends you don’t know yet. 18

19. Twitter vs. Blogs • Twitter is a micro-blogging platform. • Limited length reduces writer’s/artist’s block • Blogs provide opportunity for more thoughtful reflection and development • Tweeting = great way to take notes on a live event • Blog = platform for review/synthesis • Twitter = great for spreading word about posts 19

20. 5 Reasons Twitter Beats Email • “Brevity is the soul of wit” - and of Twitter • No expectation to read and respond to everything • Conversations open and discoverable • Direct messages can reach recipients with priority • Blocking or unfollowing punishes abuses 20

21. Twitter Hashtags • Enable easy gathering, especially around an event, such as: • #hcsm • #MnAging or #MHA09 - TODAY • Follow in search.twitter.com or log into room on Tweetchat.com • Create a hashtag simply by using it in a tweet 21

22. Twitter Etiquette • Follow your interesting followers • Following not = endorsement • Auto d to new followers = Not Cool • “Protecting” updates also = Not Cool • Replying (@) = Cool • Re-Tweet (RT) to credit sources, help followers find interesting tweeters also = Cool 22

23. Making Twitter More Productive • Desktop Applications • Tweetdeck • Twhirl • Phone Applications • Twittelator • Tweetie • Twitterific • Various Web sites like HootSuite 23

24. Twitter Case Study #1: Listening 24

25. Ensuing Conversation 25

26. 26

27. Twitter Case Study #2: “Tweetup” in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30 27

28. Twitter Case Study #3: Journalist Interactions 28

29. 29

30. Mayo Clinic’s Social Media Experience 30

31. Mayo Clinic’s Origin http://tinyurl.com/32xbjx

32. 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 32

33. Mayo Clinic Medical Edge News Media Syndications 33

34. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

35. Step 2: More, Longer Podcasts 35

36. 36

37. 37

38. 38

39. 39

40. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 40

41. 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 41

42. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 42

43. HD: Worth the Investment 43

44. podcasts.mayoclinic.org 44

45. newsblog.mayoclinic.org 45

46. Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 46

47. sharing.mayoclinic.org 47

48. 48

49. Complying with HIPAA • Comments moderated to prevent privacy breaches • Patients can divulge own info in comments • When comments aren’t from patient, de-identify • Get HIPAA releases for special comments or video we shoot and upload 49

50. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 50

51. Other Blogs... • Health Policy Center Blog • Physician Update Blog - For referring MDs but not limited to them • Diversity in Education Blog • Advancing the Science - Medical science blog - our medical version of Scientific American 51

52. 52

53. Yearly Cost for a Customized Blog $75.00 53

54. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • “MacGyver” Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 54

55. 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 55

56. 56

57. 57

58. 58

59. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” • AT&T free phone service in 1969 • Pitney Bowes free fax machines and supplies in 1989 • YouTube, Facebook and Twitter free in 2009 59

60. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs” 60

61. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey 61

62. Sharing Some Stories... 62

63. 63

64. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 64

65. 65

66. Don’t (just) pitch the media. Be the media. 66

67. The Next Big Thing: Radio Syndication 67

68. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible • 1999: Unlikely profitable • 2008: $20K/month unavailable • Opportunity for creative application of social media tools 68

69. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later 69

70. Official Launch Last Week • Already a “win”: formerly local program now on >10 stations, including international • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content 70

71. 71

72. Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic 72

73. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly 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 73

74. The next day... 74

75. Six days later... 75

76. April 22 76

77. Sunday, May 3 77

78. 78

79. 79

80. May 4 80

81. Cinco de Mayo 81

82. May 10 82

83. 83

84. May 11 84

85. May 12 85

86. A sampling of the comments... 86

87. May 15 87

88. Early Morning May 26 88

89. May 26, 2009: Live in Studio Good Morning America 89

90. 90

91. May 28, 2009 91

92. Results to Date • More than 4.3 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 92

93. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 93

94. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 94

95. Immense Potential • Marketing we couldn’t buy at any price • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 95

96. 96

97. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog 97

98. Visit Mayo Clinic Social Media Sites • Follow, subscribe or “Fan” • http://twitter.com/mayoclinic • http://www.youtube.com/user/mayoclinic • http://sharing.mayoclinic.org/ • http://www.facebook.com/pages/Mayo- Clinic/7673082516 • Consider sharing your Mayo Clinic story 98

99. Starter Steps for Organizations • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel • For Extra Credit: If you have organizational commitment, create a multi-author blog 99

100. The Social Media Pyramid 100

101. 101

102. Maslow’s Hierarchy 102

103. A Well-Balanced Social Media Diet 103

104. 104

105. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006 105

106. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 106

107. Answers to Opening Questions 1. Plagiarize (or “Research”) 2. Involve current message “guardians” 3. Yes. See #1. 4. See Lee’s Law of ROI 107

108. Lee’s Law of ROI: As I approaches 0 ROI approaches ∞ 108

109. For more information • Friend me on Facebook • @LeeAase on Twitter • aase.lee@mayo.edu • Google Lee Aase 109

110. 110