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Mayo Clinic’s Social Media DNA
(and why you might consider some genetic engineering)
Lee Aase (@LeeAase)
Director, Mayo Clinic Social Media Network

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Agenda
• Mayo Clinic’s Social Networking History
• From Social Networking to Social Media
• The Changing Media Landscape, and Understanding
Social Technologies
• Constructive Engagement via Guidelines and
Education
• Personal/Organizational Reputation Management

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Disclosures
• I am a full-time salaried employee of Mayo Clinic
• I will say nice things about Mayo Clinic
• No other conflicts to report

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Two Heroes
Six Magic Words
Three Reasons Why
They’re True for You

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“I’ll bet I
could do
that!”

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About @LeeAase
• Minnesota State University, Mankato
Political Science, B.S.
• 14 Years in Politics, Government (Local,
State, National)
• Mayo Clinic (2000-present)
• Media Relations Consultant
• Media Relations Manager (2003)
• Director, Social Media (2010-present)

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Arlene’s Story

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U.S. News & World Report “Best Hospitals” Ranking

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• Every U.S. State
• More than 140 countries
• More than one in five
travels > 500 miles
Each year patients come to Mayo Clinic
from
Why?

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The Role of Social Networking in
Mayo Clinic’s History

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Mayo Clinic’s First Social Networkers

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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 Brothers Mayo, Helen Clapesattle, p. 405)

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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

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Countries Dr. Will Mayo Visited

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How Mayo Clinic Got its Name

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The Surgeons Club

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Mayo Clinic Health Information

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Information Sources Influencing Preference for
Mayo Clinic (2014)

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Moving Mayo Clinic from Social
Networking to Social Media

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From Syndicated Media…

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To “New” Media (Podcasting)

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Adapting Processes to Create Longer Podcasts

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My First Blog Post - Lines from Lee

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The Birth of a Personal Brand

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The Mission of SMUG
• Help mid-career professionals develop
competence and confidence in using social
media tools
• Help organizations develop strategic
applications for social media tools to support
their missions
• Precursor to our work with Mayo Clinic Social
Media Network

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499 Years Ago on Monday

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35 Social
Media
Theses

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Today’s Main Points (Tweetable Theses)
• #1 Social Media are as old as human speech, with air being the medium
through which sound waves propagated.
• #2 Electronic tools merely facilitate broader and more efficient
transmission by overcoming inertia and friction.
• #4 Social Media are the third millennium’s defining communications
trend.
• #13 Social Media offer unprecedented opportunity for transformational
change and productivity.
• #16 Social Media make the once-scarce power of mass media available
to anyone.

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

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Accelerated Adoption of Free Platforms
and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Twitter
• Blogs

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Sharing Mayo Clinic

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An Early Success Story: Myelofibrosis

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Unique Myelofibrosis Cases
MCF MCA

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Cost-Effective
Knowledge Sharing
and Reputation
Enhancement
Lee’s Law:
As I approaches 0,
ROI approaches
∞

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Amplifying Word-of-Mouth Marketing
• 91% said “good things” about
Mayo Clinic after visits
• Average of 43 heard “good
things”
• 86% recommended Mayo Clinic
• Average of 24 advised to
come
• Average of 6 actually came

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Accelerating Knowledge Diffusion and Building the Practice

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UT Split Repair Procedures

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Reducing the
Burden of
Disease
Everywhere

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More than Marketing

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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.

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

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Social for Healthcare Certificate from Mayo Clinic and Hootsuite
3.5 AMA PRA Category 1 CreditsTM Available

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Social Media Residency
• One-day, intensive Face-to-Face course
• Prerequisite: Social for Healthcare Certificate
• Remaining 2016 Opportunities
• Nov. 14 Melbourne, Australia
• Dec. 8 Scottsdale, AZ

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September 2015: #MayoInOz in Brisbane

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For most of the 20th Century…

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Every day, these guys would define the news…

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While local affiliates and newspapers sold
audiences at monopoly prices

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Then Ted Turner revolutionized TV…

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…and one of these guys invented the internet

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Traditional media had no clue how this would
change their lives (and ours)

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Because
information and the
means of
dissemination were
democratized,
everyone became a
potential reporter…

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Two Laws Behind These Changes
• Moore’s Law
• Metcalfe’s Law

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WSJ (2007) ABC (1995) Facebook (2012)

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J&J ('15) GE ('15) FB ('12) FB('15)

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Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

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Blogs RSS
Podcasts Wikis
Twitter YouTube
Slideshare Social Networks

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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
• Create a blog at wordpress.com or blogger.com in
less than a minute

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RSS: Really Simple Syndication
• Lets you easily track dozens of blogs or
other Web sites without surfing
• Blogs create RSS feeds automatically
• Feeds can make static sites dynamic

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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

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A Tale of Two Companies
Company A Company B
Market Cap 2001 $553 Billion NA
Worldwide
Employees >50,000 <50
Revenue Per User >$100 <$1

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Wikis - Collaborative Editing
• Wikipedia the most famous
• 4.5 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Sandy Hook shooting
• Boston Marathon bombing

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Source:
Mushroom
Networks

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Slideshare: YouTube for PowerPoint
• Presentation at Community 2.0 conference in San
Francisco on May 12, 2009
• Attendance approximately 200
• Somebody tweeted something like “Hey
@GuyKawasaki, @LeeAase just mentioned you in his
presentation” and included the link to my
presentation, which I had uploaded to Slideshare.net

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Social Networking Sites

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Twitter

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Top Twitter Tips
• Selectively find and follow thought leaders to save time
on staying up to date
• Connect with others at professional meetings using
hashtags - e.g. #TCBTalent
• Be smart in public to build your personal brand
• Comment on and share relevant news article links

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A Mayo Clinic First: The #ScopeScope

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Facebook
Live:
Larger
Audiences
Greater
Engagement

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Mayo Clinic Talent Acquisition and Development
• Recruitment via Facebook, LinkedIn and other social
platforms
• Encouraging employees and work units to develop
understanding and strategies for application of social
platforms

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Social Media for Recruiting
• Percentage of qualified Mayo Clinic applicants from
social media increasing each year

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

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The Unholy Trinity of Social Media Prevention

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Reputation Management Recommendations
• Your Personal Brand
• Your Organization’s Reputation
• Eight Key Words:
• Defuse Dynamite
• Dilute Dung
• Publish Prolifically
• Engage Effectively

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Defusing Dynamite
“If you’re going to stipulate to
something under oath 10 months
from now you need to let me
acknowledge it now.”
Chuck Murchison, American Campaign Academy
November, 1987

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When you think of notorious criminals, what
names come to mind?

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“The Solution to
Pollution is
Dilution.”
- Andy Sernovitz

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Publish Prolifically
• Claim Your Identity in Networking Sites (Twitter,
LinkedIn, Facebook
• Publish to your blog (or LinkedIn Pulse)
• Grow your audience through regular
contributions
• Build the networks before you need them

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Engage Effectively
• Listen to and participate in relevant
discussions
• Be smart in public
• Build and Trust Your Community

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A Poignant Memory

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TotalViews

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Traditional Media Coverage

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In Memory of Marlow Cowan

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@LeeAase
socialmediacenter@mayo.edu