Rochester FUEL Presentation

Lee Aase
Lee AasePublic Speaker | Mayo Clinic Social Media Network | Helping Health Care Organizations Apply Social Media Tools
Using Social Media to Grow Your
Business and Build Your Career

        Rochester FUEL
           #RSTMN
             Lee Aase
Manager, Syndication and Social Media
            Mayo Clinic

            July 14, 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
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
                                              3
Agenda

• Overview of Tools
• The MacGyver Mindset
• Mayo Clinic’s Experience
• Case Study




                             4
The Most Important Word
      in Web 2.0




                          5
Overview of Tools

• Blogs
• Podcasts
• RSS
• Social Networking Sites
• Wikis
• YouTube
• Twitter
                             6
Intro to Blogs




• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
                                      7
RSS = Really Simple Syndication

• Lets you easily track dozens of blogs
 or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option



                                      8
Podcasts

• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe via RSS
• iTunes free for PC or Mac



                                   9
The power of Facebook...




• Evelyn’s existence

                                10
Wikis

• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
    • 35W Bridge Collapse
    • Virginia Tech shooting

                                    11
12
YouTube

• World’s second largest search
 engine
• Google bought for $1.65 Billion
• “The world has voted, and we want
 to watch videos on YouTube.” - Andy
 Sernovitz, Blog Council



                                      13
14
15
16
17
The MacGyver Mindset




                       18
Mayo Clinic’s Social Media
      Experience



                        19
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                                          84


Stories in the media                            57


MD recommendation                          44


        Advertising              27

                                                     2006   Study



  Internet/Websites             26


Personal experience             24


   Mailings to home        18

                       0   20         40        60    80              100
                                                                 21
Mayo Clinic Medical Edge
News Media Syndications




                           22
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically to fit medium
 • Provide platforms for sharing
    • Create outposts on popular sites
    • Energize word of mouth
 • Leverage social media with mass media
  and vice versa
 • Sharing Mayo Clinic
                                   23
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs. Aug.
Step 2: More, Longer Podcasts




                           25
26
27
28
29
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




 $0.00
                            30
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
                                        31
Cost for a Standard Definition Flip
          Video Camera




$150.00
   HD available for an additional $80

                                        32
HD: Worth the Investment




                           33
podcasts.mayoclinic.org




                          34
newsblog.mayoclinic.org




                          35
Next Step: Launched 1/22/2009
     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
                                        36
sharing.mayoclinic.org




                         37
Benefits of Comment Threads

• Patient stories most popular on .org
• Outlet for grateful patients who want
 to tell their stories
• Prompts patients to think about
 sharing stories
• Alerts us to great stories we may
 want to feature in publications,
 Medical Edge, media pitches

                                      38
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

                                     39
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


                                     40
Yearly Cost for a
 Customized Blog




$75.00
                     41
Demolishing 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

                                      42
Stephen Covey’s “8th Habit”
Going Beyond Effectiveness to Greatness



“Find your voice and inspire others to
             find theirs”

                                     43
“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
                                                                        44
But what about ROI?

ROI = Risk of Ignoring




                         45
46
Sharing Some Stories...




                          47
48
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.
                                           49
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


                                     50
Don’t (just) pitch the media.

       Be the media.



                            51
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



                                       52
The next day...




                  53
Six days later...




                    54
April 22




           55
Sunday, May 3




                56
57
58
May 4




        59
Cinco de Mayo




                60
May 6




        61
Thursday, May 7




                  62
May 10




         63
64
May 11




         65
May 12




         66
A sampling of the comments...




                                67
68
69
70
May 15




         71
Early Morning May 26




                       72
May 26, 2009: Live in Studio
  Good Morning America




                               73
74
May 28, 2009




               75
Results to Date
• More than 4 million views on YouTube
• Before posting to Sharing Mayo
 Clinic: 1,000 views in six months
• After posting, Facebooking and
 Tweeting: 5,000 views per hour




                                     76
Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.




                                         77
Summary

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




                              78
Immense Potential

• Marketing we couldn’t afford to buy
   • 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
                                    79
“Your kids aren’t
smarter than you are.
   They’re just not
afraid to look dumb.”


                   80
So how do You use
social media to grow
 your business and
 build your career?


                   81
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Rochester FUEL Presentation

  • 1. Using Social Media to Grow Your Business and Build Your Career Rochester FUEL #RSTMN Lee Aase Manager, Syndication and Social Media Mayo Clinic July 14, 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. 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 3
  • 4. Agenda • Overview of Tools • The MacGyver Mindset • Mayo Clinic’s Experience • Case Study 4
  • 5. The Most Important Word in Web 2.0 5
  • 6. Overview of Tools • Blogs • Podcasts • RSS • Social Networking Sites • Wikis • YouTube • Twitter 6
  • 7. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever 7
  • 8. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option 8
  • 9. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac 9
  • 10. The power of Facebook... • Evelyn’s existence 10
  • 11. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting 11
  • 12. 12
  • 13. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, Blog Council 13
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  • 19. Mayo Clinic’s Social Media Experience 19
  • 21. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 21
  • 22. Mayo Clinic Medical Edge News Media Syndications 22
  • 23. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 23
  • 24. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 25. Step 2: More, Longer Podcasts 25
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  • 30. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 30
  • 31. 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 31
  • 32. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 32
  • 33. HD: Worth the Investment 33
  • 36. Next Step: Launched 1/22/2009 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 36
  • 38. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 38
  • 39. 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 39
  • 40. 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 40
  • 41. Yearly Cost for a Customized Blog $75.00 41
  • 42. Demolishing 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 42
  • 43. Stephen Covey’s “8th Habit” Going Beyond Effectiveness to Greatness “Find your voice and inspire others to find theirs” 43
  • 44. “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 44
  • 45. But what about ROI? ROI = Risk of Ignoring 45
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  • 49. 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. 49
  • 50. 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 50
  • 51. Don’t (just) pitch the media. Be the media. 51
  • 52. 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 52
  • 55. April 22 55
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  • 59. May 4 59
  • 61. May 6 61
  • 63. May 10 63
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  • 65. May 11 65
  • 66. May 12 66
  • 67. A sampling of the comments... 67
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  • 71. May 15 71
  • 73. May 26, 2009: Live in Studio Good Morning America 73
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  • 76. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 76
  • 77. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 77
  • 78. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 78
  • 79. Immense Potential • Marketing we couldn’t afford to buy • 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 79
  • 80. “Your kids aren’t smarter than you are. They’re just not afraid to look dumb.” 80
  • 81. So how do You use social media to grow your business and build your career? 81
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