My keynote to the 2017 Minnesota PRSA Digital Skills Workshop

1. Skillsets and Mindset: Keys to Success in Rapidly
Changing Times
Minnesota PRSA Digital Skills Workshop
Lee Aase (@LeeAase)
Director, Mayo Clinic Social Media Network
August 10, 2017

2. About Lee Aase (@LeeAase)
• B.S. in Political Science, Minnesota State University
• 14 years in politics and government at local, state, national
levels
• Mayo Clinic since April 2000
• Media relations consultant
• Manager since 2003
• Media Relations/Research Communications
• Syndication and Social Media
• Director, Mayo Clinic Social Media Network (2010-present)

3. MN PRSA’s Invitation
• Kickoff First-Ever MN
PRSA Digital Skills
Workshop
• Discuss “What’s next in
social and digital
communications?”
• Review trends shaping 21st
Century Communications
• Encourage your active
pursuit of social & digital
learning
• Offer practical insights for
your career and clients/
employer
My Goals

4. An Alternate Approach…
I’ll share the trends that I’ve observed,
and books that I have read or heard
at least two times, but generally more.
and link you to the Audible store,
While the future I cannot foretell
these principles will serve you well.

5. Principle 1: Extrapolation is the best starting point
for prediction

6. Once Upon a Time, Three Networks Dominated
the Media Landscape in the United States

7. Every day, these guys would define the news…

8. ... while local affiliates and newspapers sold scarce
audience access at monopoly prices

9. Then one day Ted Turner launched the cable TV
revolution...

10. And one of these guys invented the Internet...

11. The means of news production and distribution
were democratized...

12. Twin revolutions fragmented audiences, causing
major economic upheaval
• Hundreds of cable channels, exponential growth in
Web sites
• Mass media came under economic pressure leading to
• Demise of TV doctor
• Papercuts

14. Facebook went public at 20x the value of The Wall
Street Journal…
WSJ (2007) ABC (1995) Facebook (2012)

15. …and has more than quadrupled since 2012
WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)

16. Market Capitalization Perspective
Facebook Walmart

17. Learning the Laws: Moore’s and Metcalfe’s

18. Eye (or Ear) Openers to Digital Opportunities

19. Principle 2: Improbable events will have
outsized influence in your life

20. Which of these did YOU predict?

21. Understanding Disruptive Innovation
• High-end products add features
most customers can’t use
• Incumbents cede low end to “not
good enough” entrants
• Low end, competing with non-
consumption, gradually improves
• High end fails suddenly as upstarts
become “more than good enough”

22. This Week’s News

23. Comparative “Metro” Area Populations

26. “(In 1905) McClure’s Magazine…recounted
the story of that country doctor and his
brother, and of St. Mary’s Hospital, which
handled more surgical cases annually than
any other hospital in the United States,
more than even the great Johns Hopkins.”
(The Doctors Mayo, Helen Clapesattle, p. 289)

27. Principle 3:
Mindset Matters
More than Skill
Sets

28. Skill Sets
• Speaking - Vocabulary secondary to basic grammar
• Digital Production - shooting, editing and streaming
video, and photography/images
• Writing - represents you when you’re not present
• Active Voice!
• Avoid cliches like the plague!

29. The Two Basic Mindsets
• Fixed: “Performance reveals my ability and IQ. Others
recognize these traits in me and value my
accomplishments.” (I’m smart!)
• Growth: “I can change abilities significantly. If I can’t do
something now, I probably just haven’t worked hard
enough at it yet.” (I can learn!)
• Your presence today is a step toward adopting or
reinforcing a more growth-oriented mindset.

30. Mayo Clinic’s First Social Networkers

31. Dr. William J. Mayo’s Travels
“By the end of the 1920s Dr. Will could
say he had studied surgery in every town
in America and Canada of one hundred
thousand population or more, and had
crossed the Atlantic thirty times.”
(The Doctors Mayo, Helen Clapesattle, p. 405)

32. Countries Dr. Will Mayo Visited

33. Countries Dr. Will Mayo Visited
Austria Denmark Ireland Scotland
Australia England Italy Sweden
Argentina Fiji Mexico Switzerland
Belgium Finland New Zealand Uruguay
Canada France Norway
Chile Germany Peru
Cuba Holland Russia

34. The Surgeons Club

35. Principle 4: The Growth Mindset Creates
Optionality

36. My Personal Preparation and Positioning
• Buying an Apple IIe in 1986 and a Mac SE/30 in 1989,
and 4th Dimension database software on clearance
• CompuServe and AOL, and telecommuting via fax (1994)
• Buying miniDV digital video camera
• Lines from Lee wordpress.com blog in 2006 (eventually
became Social Media University, Global (SMUG)
• Becoming a monthly Audible subscriber

37. Proceed Until Apprehended!

38. Managing Media Mania w/Conjoined Twins
• Collect. Process. Review. Do.
• The Creative Catalyst of Inbox Zero
• The Two-Minute Rule
• “Is this actionable?”
• Do-Delegate-Defer-Delete
• What’s the next action?

39. GTD in Teams

40. Involuntary “Representation” in Social Networks
myspace.com/MayoClinic

41. Optionality via Free Platforms and Low-Cost
Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

42. A Series of Improbable Events
• Carlsen Twins Separation and Star Tribune relationship
• Coffee with Maura and May
• Following me for a day, including Tweetcamp
• CNN story on Henry Ford Hospital Twitter surgery
• A call from ABC News Medical Unit…

44. Principle 5:
Think Analogically
• When promoting
initiatives, emphasize
similarity with the
familiar and continuity
with the past.
• Novelty is overrated and
can be a hindrance.

45. Can you spot the analogy?

46. … and is part of the DNA of
healthcare!
Social Networking is part of
Mayo Clinic’s DNA…

47. The Surgeons Club
for Social Media in Healthcare

48. FREE Basic
membership:
socialmedia.mayoclinic.org

49. #MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation

50. The Mayo Clinic Social Media Network
• The Mayo Clinic Social Media Network (#MCSMN) exists to
improve health globally by accelerating effective application of
social media tools throughout Mayo Clinic and spurring broader
and deeper engagement in social media by hospitals, medical
professionals and patients.
• Our Mission: Lead the social media revolution in health care,
contributing to health and well being for people everywhere.
• Makes resources developed for Mayo Clinic staff available to
peers, and generates revenue to support mission.

51. Principle 6: Develop a “Barbell” risk profile

52. Principle 7: Pursue Personal Growth

53. 1.Extrapolation is the best starting point for prediction.
2.Improbable events will have outsized influence in your life.
3.Mindset Matters more than Skill Sets.
4.The Growth Mindset Creates Optionality
5.Think Analogically
6.Develop a “Barbell” Risk Profile
7.Pursue Personal Growth
Tweetable Truths on Skill Sets and Mindset

54. Go Forth and Grow!
Lee Aase (@LeeAase)
Mayo Clinic Social Media Network (#MCSMN)
socialmediacenter@mayo.edu