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Social Media Stories to Click and Connect

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Social Media Stories to Click and Connect

  1. 1. 
 Being Seen and Heard:
 Social Media Strategies to Click and Connect
 Lee Aase, Director, Mayo Clinic Social Media Network @LeeAase
  2. 2. If I can do this…
  3. 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. 4. What about you? What would you most like to learn about social media today?
  5. 5. Mayo Clinic’s Original Social Networkers
  6. 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. 7. Countries Dr. Will Mayo Visited
  8. 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. 9. The Surgeons Club
  10. 10. … and is part of the DNA of healthcare! Social Networking is part of Mayo Clinic’s DNA…
  11. 11. Social Media … is the use of technology combined with social interaction to • Connect • Learn • Collaborate • Create • Inform • Influence @LeeAase
  12. 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. 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. 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. 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. 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. 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”
  18. 18. Demographic differences
  19. 19. Facebook: Pages vs. Groups
  20. 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. 21. Twitter: Powerful Tool for New Connections • Most posts are public • Followers vs. Friends • Hashtags help you find users with common interests @LeeAase
  22. 22. Know your hashtags, communities & influencers
  23. 23. LinkedIn: Professional Networking
  24. 24. YouTube: Search-Optimized Video @LeeAase
  25. 25. Visual Social Media: Instagram & Pinterest @LeeAase
  26. 26. Importance of Images and Video
  27. 27. Don’t just pitch the media. Be the media!
  28. 28. Blogging • Free blog setup and hosting on • Upgrade options • Powerful SEO benefits • Link from social accounts and embed assets (e.g. videos, presentations) @LeeAase
  29. 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. 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. 31. Resources for Your Social Media Exploration
  32. 32. @colleen_young
  33. 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. 34. Volunteer Mentors Moderators Mayo Clinic CONNECTors @LeeAase
  35. 35. Improving patient experience with members
  36. 36. The Mayo Clinic Social Media Network
  37. 37. Free Membership:
  38. 38. 
 Social Media Certification
  39. 39. Mayo Clinic Social Media Network Questions? @LeeAase