The document discusses the benefits and safe use of social media tools. It notes that social media are powerful, practical, safe when used appropriately, inexpensive or free, and the defining communications trend of this era. Additionally, it provides examples of how Mayo Clinic has successfully used social media platforms like YouTube and Facebook to share content and raise its profile at little to no cost. The document advocates developing a social media strategy but notes it cannot compensate for poor service or offerings. It also stresses the importance of protecting privacy online.

1. Using Social Technology Safely
for Family, Fun and Profit
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
October 15, 2010

2. Agenda: An Introduction to Why
Social Media Tools are:
• Immensely powerful
• Practical and useful
• Safe and effective when used as directed
• Free (or ridiculously inexpensive)
• and...

4. Six Magic Words
and
Four Reasons Why
They’re True for You

6. “I’ll bet I
could do
that!”

9. 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

14. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

15. Intro to Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

16. 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

17. 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

18. 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

19. Social Networking Sites

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

22. A museum display...

23. 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

24. A Story from Twitter

26. Ensuing Conversation

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

46. 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

47. 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

48. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

50. #4: Social media are the
third millennium’s defining
communications trend

52. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

54. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

55. United Breaks Guitars Breaks United

57. 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

58. The next day...

59. Six days later...

60. April 22

61. Sunday, May 3

64. May 4

65. Cinco de Mayo

66. May 10

68. May 11

69. May 12

70. May 15

71. Early Morning May 26

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

75. Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

76. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

81. In the European Union, based on
current exchange rates:
€0,00

82. MSRP for HD Video Camera
$149.99

83. What’s wrong with this picture?

85. podcasts.mayoclinic.org

86. newsblog.mayoclinic.org

87. sharing.mayoclinic.org

88. Yearly Cost for a
Customized Blog
$75.00

89. #18: As I approaches zero,
ROI approaches infinity

92. Protecting Privacy in Facebook

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

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

108. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

109. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu