1.
Being Seen and Heard:
Social Media Strategies to Click and Connect
Lee Aase, Director, Mayo Clinic Social Media Network
@LeeAase

2.
If I can do this…

3.
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

4.
What about you?
What would you most like to learn about social media today?

5.
Mayo Clinic’s
Original Social
Networkers

6.
“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)

7.
Countries Dr. Will Mayo Visited

8.
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

9.
The Surgeons Club

10.
… and is part of the DNA of
healthcare!
Social Networking is part of
Mayo Clinic’s DNA…

11.
Social Media
… is the use of technology combined with
social interaction to
• Connect
• Learn
• Collaborate
• Create
• Inform
• Influence
@LeeAase

12.
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

13.
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

14.
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

15.
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

16.
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

17.
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/

18.
Demographic differences

19.
Facebook: Pages vs. Groups

20.
Facebook Live and Periscope
• Let you broadcast live,
interactive video to the
world
• No FCC license
required: smart phone
or web cam
@LeeAase

21.
Twitter: Powerful Tool for New Connections
• Most posts are public
• Followers vs. Friends
• Hashtags help you find users with common interests
@LeeAase

22.
Know your hashtags, communities & influencers

23.
LinkedIn: Professional Networking

24.
YouTube: Search-Optimized Video
@LeeAase

25.
Visual Social Media: Instagram & Pinterest
@LeeAase

26.
Importance of Images and Video

27.
Don’t just pitch the media.
Be the media!

28.
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

29.
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

30.
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

31.
Resources for Your Social
Media Exploration

32.
@colleen_young

33.
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

34.
Volunteer Mentors
Moderators
Mayo Clinic CONNECTors
@LeeAase

35.
Improving patient experience with members

36.
The Mayo Clinic Social Media Network

37.
Free Membership: SocialMedia.MayoClinic.org

38.
Social Media Certification

39.
Mayo Clinic Social Media Network
socialmedia.mayoclinic.org
Questions?
@LeeAase