1. Sacred Social Media
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Zumbro Lutheran Church
Rochester, Minnesota
February 9, 2010

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

4. A Grandpa who appreciates the
power of Facebook

13. Thesis #1: Air was the
original social medium

18. 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

19. 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

20. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

22. #4: Social media are the
third millennium’s defining
communications trend

24. The Most Important Word
in Web 2.0

26. Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

27. Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it

28. 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

29. 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
• Create your own FREE podcast (listed
in iTunes) through SMUG

30. Social Networking Sites

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

33. 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, SocialMedia.org

35. Slideshare.net and uStream.tv

36. #14: Strategic thinking about
social media is no substitute
for action

37. 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

38. Starter Steps for Nonprofits
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel

39. #15: You can hear a lot just
by listening

40. A Story from Twitter

42. Ensuing Conversation

44. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

48. In England, based on current
exchange rates:
£0,00

49. In the European Union:
€0,00

50. Cost for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

52. podcasts.mayoclinic.org

53. newsblog.mayoclinic.org

54. sharing.mayoclinic.org

55. Yearly Cost for a
Customized Blog
$75.00

56. Cost for Your Global TV Station
and Publishing Platform
$300.00

57. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things

58. Key Tool: Flip Video Camera*
• Affordable
• 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

60. 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, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video

62. #22: Social media are an
essential part of a balanced
communications diet

63. Basic Social Media “Food Groups”

64. #23: Almost all Web surfers
use social media today

65. The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

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

69. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

70. The 36th Thesis
If your organization can’t find a way to
constructively use free tools that enable
deep, two-way communication with
anyone, anywhere, anytime, your real
problem is lack of imagination.

71. Some uses I can imagine...
• The free, interactive photo (and video)
directory that never goes out-of-date (a
Facebook group)
• Twitter direct messages as nursery
pagers
• Blog as church Web site and online
newsletter
• Sermon podcasts

72. Next Steps
• Become a SMUGgle
• Get personal hands-on experience
• Decide what you want to accomplish
• Choose the right tools for the jobs
• Designate an “owner” for each tool
• Develop a plan for effective use