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Social Media Advocacy

Lee Aase
Lee Aase
Lee AasePublic Speaker | Mayo Clinic Social Media Network | Helping Health Care Organizations Apply Social Media Tools

A presentation I'm giving December 1 as part of a conference call on social media for local chapters of the American Heart Association.

Social Media Advocacy

1 of 62
Social Media: Tricks of the Trade for
       Advocacy Campaigns

               Lee Aase
  Manager, Syndication and Social Media
              Mayo Clinic

       American Heart Association
               #AHAChat

            December 1, 2009
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
Today’s Main Points
• “Social Media” aren’t really new: what’s
 new is the power of today’s tools
• Social media tools help you do your
 existing work more efficiently and
 effectively
• Get personal experience with the tools
 and then use what you’ve learned to
 collaborate effectively
• A way of thinking vs. cookie cutters
Social Media Advocacy
Social Media Advocacy
Social Media Advocacy

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Social Media Advocacy

  • 1. Social Media: Tricks of the Trade for Advocacy Campaigns Lee Aase Manager, Syndication and Social Media Mayo Clinic American Heart Association #AHAChat December 1, 2009
  • 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
  • 3. Today’s Main Points • “Social Media” aren’t really new: what’s new is the power of today’s tools • Social media tools help you do your existing work more efficiently and effectively • Get personal experience with the tools and then use what you’ve learned to collaborate effectively • A way of thinking vs. cookie cutters
  • 7. Thesis #1: Air was the original social medium
  • 12. 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
  • 13. 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
  • 14. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 16. #4: Social media are the third millennium’s defining communications trend
  • 18. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  • 24. #14: Strategic thinking about social media is no substitute for action
  • 25. 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
  • 26. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 33. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 34. In England, based on current exchange rates: £0,00
  • 35. In the European Union: €0,00
  • 36. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 40. Yearly Cost for a Customized Blog $75.00
  • 42. #18: As I approaches zero, ROI approaches infinity
  • 45. #19: MacGyver is the model for social media success
  • 48. Mayo Clinic Medical Edge News Media Syndications
  • 49. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 50. Step 2: More, Longer Podcasts
  • 52. #33: Social media will decrease diffusion time for research and innovations
  • 54. Thesis 9 and 33 Combined!
  • 55. Mayo Clinic/USA Today #kidsflu Twitter chat
  • 56. #34: Challenges of introducing social media in healthcare are not unique
  • 57. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  • 58. #35: Social technologies will transform healthcare
  • 60. How can AHA take advantage of the social media revolution?
  • 62. To contact me... • Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu • Continue conversation at #AHAchat (Twitter) or via SMUG comments