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...

3.
Six Magic Words
and
Four Reasons Why
They’re True for You

4.
“I’ll bet I
could do
that!”

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

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.
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.
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.
Social Networking Sites

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.
A museum display...

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.
A Story from Twitter

16.
Ensuing Conversation

17.
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

21.
#4: Social media are the
third millennium’s defining
communications trend

22.
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

23.
#10: Social media strategies
can’t compensate for an
inferior offering or bad service

24.
United Breaks Guitars Breaks United

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.
The next day...

27.
Six days later...

28.
April 22

29.
Sunday, May 3

30.
May 4

31.
Cinco de Mayo

32.
May 10

33.
May 11

34.
May 12

35.
May 15

36.
Early Morning May 26

37.
May 26, 2009: Live in Studio
Good Morning America

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

40.
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

41.
In the European Union, based on
current exchange rates:
€0,00

42.
MSRP for HD Video Camera
$149.99

43.
What’s wrong with this picture?

44.
podcasts.mayoclinic.org

45.
newsblog.mayoclinic.org

46.
sharing.mayoclinic.org

47.
Yearly Cost for a
Customized Blog
$75.00

48.
#18: As I approaches zero,
ROI approaches infinity

49.
Protecting Privacy in Facebook

50.
The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

51.
“Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

52.
#29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

53.
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM)
• aase.lee@mayo.edu