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Being Seen and Heard:

Social Media Strategies to Click and Connect

Lee Aase, Director, Mayo Clinic Social Media Network
@LeeAase
If I can do this…
From Connection to Engagement & Action
In today’s presentation, we’ll explore how you can:
• Reach and engage your ideal audience
• Build a social media strategy that works
• Drive traffic to your website or blog
• Learn, inform and influence
@colleen_young
What about you?
What would you most like to learn about social media today?
Mayo Clinic’s
Original Social
Networkers
“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)
Countries Dr. Will Mayo Visited
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
The Surgeons Club
… and is part of the DNA of
healthcare!
Social Networking is part of
Mayo Clinic’s DNA…
Social Media
… is the use of technology combined with
social interaction to
• Connect
• Learn
• Collaborate
• Create
• Inform
• Influence
@LeeAase
Strategy: 5 Ws & an H
• Who do you want to connect with and why?
• Where are they?
• What do you want them to do and feel? What do you
want to learn, share, influence?
• When are they most likely to be online?
• How do they want to engage?
@LeeAase
Goal: Why do you want to use social media?
• What do you want to accomplish?
• Educate?
• Influence?
• Advocate?
• Organize?
• How will you know you’ve succeeded?
@LeeAase
Audience: Who do you want to reach?
• Who do you want to influence?
• Elected officials
• Researchers
• Physicians
• Parents
• Others with the disease
• Social media influencers
P.S. Everybody is not a good answer.
@LeeAase
Get to know them
• Converse with “harder to reach” people and
organizations; network with people you otherwise
don’t have access to
• Learn the language of the people you wish to
connect with
• Find people where they are and when they are there
(scheduling posts)
@LeeAase
Where are they? Choosing the right platform
• Is your audience already using it?
• Does it have the communication capabilities you need?
• Do you have the time to manage it?
@LeeAase
Social Media Use 2018
• 73% of U.S. adults use YouTube
• 68% are Facebook users
• Not the whole story
Pew Research Center, March 2018, “Social Media Use in 2018” http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
Demographic differences
Facebook: Pages vs. Groups
Facebook Live and Periscope
• Let you broadcast live,
interactive video to the
world
• No FCC license
required: smart phone
or web cam
@LeeAase
Twitter: Powerful Tool for New Connections
• Most posts are public
• Followers vs. Friends
• Hashtags help you find users with common interests
@LeeAase
Know your hashtags, communities & influencers
LinkedIn: Professional Networking
YouTube: Search-Optimized Video
@LeeAase
Visual Social Media: Instagram & Pinterest
@LeeAase
Importance of Images and Video
Don’t just pitch the media.
Be the media!
Blogging
• Free blog setup and hosting on
wordpress.com
• Upgrade options
• Powerful SEO benefits
• Link from social accounts and
embed assets (e.g. videos,
presentations)
@LeeAase
Measure for success
• Unlimited measurement opportunities in digital
• Focus on those that relate to strategy and goals
• Examples:
• Clicks, comments, engagements
• Traffic or unique visitors to home base
• Email newsletter sign-ups/Activists recruited
• Content shares
@LeeAase
Summary
• Identify why, what, who, where and how.
• Plan for success.
• Never go it alone. Collaborate.
• Be creative.
• Measure, evaluate and course correct.
• Learn and plan again.
@LeeAase
Resources for Your Social
Media Exploration
@colleen_young
Evolving Behaviors & Roles
HELPER
• Posts questions
• Shares experiences
• Replies to other members, offers support
Participates, learns and supports
INFO SEEKER
• Posts question(s)
• Seeks answers and support
Participates and learns
OBSERVER
• Reads
• Follows
• Likes
Follows and learns
MENTOR
• Welcomes and checks on members encourages participation
• Connects people, develops relationships and creates topical discussions
• Is rewarded
Regularly posts, learns, supports, teaches
Behaviorchange
Volunteer Mentors
Moderators
Mayo Clinic CONNECTors
@LeeAase
Improving patient experience with members
The Mayo Clinic Social Media Network
Free Membership: SocialMedia.MayoClinic.org


Social Media Certification
Mayo Clinic Social Media Network
socialmedia.mayoclinic.org
Questions?
@LeeAase

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Social Media Stories to Click and Connect

  • 1. 
 Being Seen and Heard:
 Social Media Strategies to Click and Connect
 Lee Aase, Director, Mayo Clinic Social Media Network @LeeAase
  • 2.
  • 3. If I can do this…
  • 4. From Connection to Engagement & Action In today’s presentation, we’ll explore how you can: • Reach and engage your ideal audience • Build a social media strategy that works • Drive traffic to your website or blog • Learn, inform and influence @colleen_young
  • 5. What about you? What would you most like to learn about social media today?
  • 7. “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)
  • 8. Countries Dr. Will Mayo Visited
  • 9. 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
  • 11. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  • 12. Social Media … is the use of technology combined with social interaction to • Connect • Learn • Collaborate • Create • Inform • Influence @LeeAase
  • 13. Strategy: 5 Ws & an H • Who do you want to connect with and why? • Where are they? • What do you want them to do and feel? What do you want to learn, share, influence? • When are they most likely to be online? • How do they want to engage? @LeeAase
  • 14. Goal: Why do you want to use social media? • What do you want to accomplish? • Educate? • Influence? • Advocate? • Organize? • How will you know you’ve succeeded? @LeeAase
  • 15. Audience: Who do you want to reach? • Who do you want to influence? • Elected officials • Researchers • Physicians • Parents • Others with the disease • Social media influencers P.S. Everybody is not a good answer. @LeeAase
  • 16. Get to know them • Converse with “harder to reach” people and organizations; network with people you otherwise don’t have access to • Learn the language of the people you wish to connect with • Find people where they are and when they are there (scheduling posts) @LeeAase
  • 17. Where are they? Choosing the right platform • Is your audience already using it? • Does it have the communication capabilities you need? • Do you have the time to manage it? @LeeAase
  • 18. Social Media Use 2018 • 73% of U.S. adults use YouTube • 68% are Facebook users • Not the whole story Pew Research Center, March 2018, “Social Media Use in 2018” http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
  • 21. Facebook Live and Periscope • Let you broadcast live, interactive video to the world • No FCC license required: smart phone or web cam @LeeAase
  • 22. Twitter: Powerful Tool for New Connections • Most posts are public • Followers vs. Friends • Hashtags help you find users with common interests @LeeAase
  • 23. Know your hashtags, communities & influencers
  • 26. Visual Social Media: Instagram & Pinterest @LeeAase
  • 27. Importance of Images and Video
  • 28. Don’t just pitch the media. Be the media!
  • 29. Blogging • Free blog setup and hosting on wordpress.com • Upgrade options • Powerful SEO benefits • Link from social accounts and embed assets (e.g. videos, presentations) @LeeAase
  • 30. Measure for success • Unlimited measurement opportunities in digital • Focus on those that relate to strategy and goals • Examples: • Clicks, comments, engagements • Traffic or unique visitors to home base • Email newsletter sign-ups/Activists recruited • Content shares @LeeAase
  • 31. Summary • Identify why, what, who, where and how. • Plan for success. • Never go it alone. Collaborate. • Be creative. • Measure, evaluate and course correct. • Learn and plan again. @LeeAase
  • 32. Resources for Your Social Media Exploration
  • 34. Evolving Behaviors & Roles HELPER • Posts questions • Shares experiences • Replies to other members, offers support Participates, learns and supports INFO SEEKER • Posts question(s) • Seeks answers and support Participates and learns OBSERVER • Reads • Follows • Likes Follows and learns MENTOR • Welcomes and checks on members encourages participation • Connects people, develops relationships and creates topical discussions • Is rewarded Regularly posts, learns, supports, teaches Behaviorchange
  • 37. The Mayo Clinic Social Media Network
  • 39.
  • 40.
  • 42. Mayo Clinic Social Media Network socialmedia.mayoclinic.org Questions? @LeeAase