Safe Social Media for Family, Fun and Profit

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My presentation to community groups in three southern Minnesota communities over the next three weeks.

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Safe Social Media for Family, Fun and Profit

  1. 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. 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...
  3. 3. Six Magic Words and Four Reasons Why They’re True for You
  4. 4. “I’ll bet I could do that!”
  5. 5. 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
  6. 6. 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
  7. 7. Intro to Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Social Networking Sites
  12. 12. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  13. 13. A museum display...
  14. 14. 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
  15. 15. A Story from Twitter
  16. 16. Ensuing Conversation
  17. 17. Thesis #1: Air was the original social medium
  18. 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. 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. 20. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  21. 21. #4: Social media are the third millennium’s defining communications trend
  22. 22. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  23. 23. #10: Social media strategies can’t compensate for an inferior offering or bad service
  24. 24. United Breaks Guitars Breaks United
  25. 25. 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
  26. 26. The next day...
  27. 27. Six days later...
  28. 28. April 22
  29. 29. Sunday, May 3
  30. 30. May 4
  31. 31. Cinco de Mayo
  32. 32. May 10
  33. 33. May 11
  34. 34. May 12
  35. 35. May 15
  36. 36. Early Morning May 26
  37. 37. May 26, 2009: Live in Studio Good Morning America
  38. 38. 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
  39. 39. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  40. 40. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  41. 41. In the European Union, based on current exchange rates: €0,00
  42. 42. MSRP for HD Video Camera $149.99
  43. 43. What’s wrong with this picture?
  44. 44. podcasts.mayoclinic.org
  45. 45. newsblog.mayoclinic.org
  46. 46. sharing.mayoclinic.org
  47. 47. Yearly Cost for a Customized Blog $75.00
  48. 48. #18: As I approaches zero, ROI approaches infinity
  49. 49. Protecting Privacy in Facebook
  50. 50. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  51. 51. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  52. 52. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  53. 53. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu

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