Ragan Conference on Web 2.0

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A presentation I gave at SAS headquarters in Cary, NC, at the Ragan Conference hosted by SAS.

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  • Ragan Conference on Web 2.0

    1. 1. Integrating Mass Media and Social Media for Maximum Results <ul><li>Lee Aase </li></ul><ul><li>Manager, Syndication and Social Media </li></ul><ul><li>Mayo Clinic </li></ul><ul><li>Oct. 15, 2008 </li></ul>
    2. 2. About Lee Aase <ul><li>Political Science, B.S. </li></ul><ul><li>20 yrs. Media Relations </li></ul><ul><li>Manager, Syndication/ Social Media </li></ul><ul><li>Google me </li></ul>
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    4. 4. Why You Should Get SMUG <ul><li>Origins in “12-Step Program” and Facebook 101 seminar </li></ul><ul><li>Social media for lifelong learners </li></ul><ul><li>Free Tuition (Room & Board not incl. ) </li></ul><ul><li>Google Lee Aase or SMUG University to audit classes, apply for admission </li></ul><ul><li>Suus Non Ut Difficile </li></ul>
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    6. 6. About Mayo Clinic http://tinyurl.com/32xbjx
    7. 7. <ul><li>Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... </li></ul><ul><ul><li>To which one institution would you prefer to go for treatment? </li></ul></ul><ul><ul><li>What other institutions would you consider? </li></ul></ul>Brand Preference
    8. 8. Top-of-Mind Brand Preference U.S. Consumers
    9. 9. Sources of Information Influencing Preference for Mayo Clinic
    10. 10. Why Mass Media and Social Media Matter to Mayo Clinic <ul><li>Word of Mouth, News Media have been crucial to building Mayo preference </li></ul><ul><li>Social Media combine both: </li></ul><ul><ul><li>Anyone can be a publisher or broadcaster </li></ul></ul><ul><ul><li>Word of Mouth spreads rapidly </li></ul></ul><ul><li>Social Media are here to stay, and bring some threats but also immense opportunities to Mayo </li></ul>
    11. 11. So why should YOU pay attention to new media? <ul><li>2000: Tribune Co. buys LA Times for $8 billion </li></ul><ul><li>2007: Sam Zell buys Tribune (with Times ) for $8.2 billion </li></ul>
    12. 12. Media Values <ul><li>Wall Street Journal = $5 billion </li></ul><ul><li>Chicago Tribune = $8.2 billion </li></ul><ul><li>Star Tribune = $0.53 billion </li></ul><ul><li>Total for all 3 < Facebook ($240 million for 1.6 percent) </li></ul><ul><li>Facebook didn’t exist in Jan. ‘04 </li></ul>
    13. 13. In the Next 35 Minutes <ul><li>How Mayo Clinic got involved in social media - the repurposing phenomenon </li></ul><ul><li>Success stories and lessons learned </li></ul><ul><li>Examples of social media, mass media synergy </li></ul><ul><li>Employee communication applications </li></ul><ul><li>Creating in-depth relationships directly with patients and consumers </li></ul><ul><li>How you can do this in your company </li></ul>
    14. 14. Mayo Clinic Medical Edge News Media Syndications
    15. 15. Mayo Clinic Social Media Plan <ul><li>Reach people directly </li></ul><ul><ul><li>Started with Medical Edge </li></ul></ul><ul><ul><li>Produce economically to fit each medium </li></ul></ul><ul><li>Provide platforms for sharing </li></ul><ul><ul><li>Create outposts on popular sites </li></ul></ul><ul><ul><li>Energize word of mouth </li></ul></ul><ul><li>Leverage social media with mass media and vice versa </li></ul>
    16. 16. 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>
    17. 17. Step 2: More, Longer Podcasts
    18. 18.
    19. 19. Step 3: podcasts.mayoclinic.org
    20. 20. Mayo Clinic Channel on YouTube
    21. 21. YouTube Channel <ul><li>Latest Brand study confirmed benefit </li></ul><ul><li>“The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz </li></ul>
    22. 22. Getting Started with Blogging <ul><li>Personal blog since July ’06 </li></ul><ul><li>Asked to Develop Public Affairs Department blog in Dec. ’06 </li></ul><ul><li>How do you do it without IT Support? </li></ul>
    23. 23. Wordpress.com Private Blog
    24. 24. Wordpress.com Private Blog
    25. 25. Blog Pilot II: Behind Firewall <ul><li>Wordpress MU - Open Source </li></ul><ul><li>Unlimited number of blogs </li></ul>
    26. 26. Mayo Clinic News Clips Blog
    27. 27. External Mayo Clinic Blogs
    28. 28. Let’s Talk <ul><li>First highly visible internal blog </li></ul><ul><li>Wordpress on internal mainframe </li></ul><ul><li>For discussion with VPs regarding Mayo’s strategic priorities and how we apply them to our work </li></ul><ul><li>Virtual, asynchronous meeting </li></ul><ul><li>Open discussion vs. “black box” </li></ul>
    29. 29.
    30. 30. Mayo Facebook Members 10/8/07
    31. 31. Mayo Facebook Members 4/8/08 <ul><li>117 percent increase in 6 months </li></ul>
    32. 32.
    33. 33.
    34. 34. MHS Messengers
    35. 35. Recent Mayo Clinic Social Media Developments <ul><li>Health Policy Blog </li></ul><ul><li>Podcast Blog </li></ul><ul><li>Diversity in Education Blog </li></ul><ul><li>YouTube Channel </li></ul><ul><li>http://social-media-university-global.org/2008/05/07/mayo-clinic-social-media-progress-report/ </li></ul>
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    38. 38.
    39. 39. Key Tool: Flip Video Camera <ul><li>Affordable for all campuses </li></ul><ul><li>Recording interviews (with tripod) improves existing processes </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>
    40. 40.
    41. 41. Hot Off the Wordpress: Mayo Clinic News Blog <ul><li>Case study: Diabetes paper in JAMA </li></ul><ul><ul><li>8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. </li></ul></ul><ul><ul><li>Interviewed M.D. via Flip at 10:20 </li></ul></ul><ul><ul><li>Edited video and had password-protected post on blog by 11:55 for pitching </li></ul></ul><ul><ul><li>Uploaded files to senduit.com, YouTube channel </li></ul></ul><ul><ul><li>WSJ Health Blog used video </li></ul></ul>
    42. 44. CBS Radio Network Story
    43. 45.
    44. 46.
    45. 47. How can you practically use social media to meet your goals? <ul><li>Blog or Facebook for support groups, internal communications </li></ul><ul><li>Facebook fan page, ads, secret groups </li></ul><ul><li>Twitter or Yammer to activate crisis or leadership team </li></ul><ul><li>Wikis for collaborative editing </li></ul><ul><li>Podcasts internally or externally </li></ul><ul><li>YouTube - Tell Your Story </li></ul><ul><li>Anything you’ve seen from Mayo examples </li></ul>
    46. 48. “ Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
    47. 49. No Barriers to Starting Yourself <ul><li>Get a FREE RSS reader, subscribe to feeds </li></ul><ul><li>Get iTunes (FREE), subscribe to podcasts </li></ul><ul><li>Start a FREE personal blog </li></ul><ul><li>Open a FREE YouTube account and upload a video </li></ul><ul><li>Try Flickr or another FREE photo service </li></ul><ul><li>Get Audacity to record audio FREE </li></ul><ul><li>Open a FREE profile on Facebook and “friend” me </li></ul>
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