Social Media 101:
What’s All the Fuss?
Lee Aase
Chancellor, Social Media University, Global (SMUG)
February 18, 2014
Agenda

•

Overview of ways in which social networking and
social media are transforming society

•
•

Introduction to use...
Today’s Presentation is brought to you
by the number

0
The Most Important Word in Web 2.0
Bringing Hope to the Mediocre
•
•
•

About Lee Aase (@LeeAase)
BS, Political Science, Mankato State University
14 years in politics and government at lo...
One more reason why you can do this...
Answering a burning question...
It all started with a tornado...
Mayo Clinic’s First Social Networkers
Patient Word of Mouth
• 91% said “good things” about Mayo Clinic after
visits
• Average of 43 heard “good things”

• 86% r...
Sources Influencing Preference for Mayo Clinic (2010)
Word of mouth

82

News stories

62

Hospital ratings

48

Internet

...
Social Networking is part of the
Mayo Clinic DNA and is
fundamental to health care
From Mayo Clinic Center for Innovation:
Think Big. Start Small. Move Fast.TM
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media

•
•

Existing Medical Edge radio mp3s
Launched Sept. ’05; Increased downloads 8,217%
•
•

Taking a step back: Content Creation/
“New Media” Task Force
Public Affairs group met Oct. 2005 to July 2006
Reviewed...
My First Blog Post - 7/30/06
Lines from Lee
Beyond the Hypochondriac feed
Mayo Clinic Medical Edge Sample Sound Bite
First Consultant: Shel Holtz - Feb. 2007
Involuntary Social Network Representation
myspace.com/mayoclinic
Facebook: 11/7/07
A Pivotal Presentation
Second Consultant: Andy Sernovitz - Feb. ’08
The Revolutionary impact of
consumer-grade video
Dramatically increased number of
videos and depth of content
@MayoClinic on Twitter: 4/29/08
Podcast Blog: April ’08
The $4-a-month online newsroom
Started Yammer Sept. 2008
Let’s Talk “site” - May 2008
Sharing Mayo Clinic - January 2009
Intro to Today’s FREE Tools
Blogs

RSS

Podcasts

Social Networks

Skype

YouTube

Wikis

Twitter

Slideshare

uStream
Intro to Blogs
•

Just an easy-to-publish Web site that allows
comments

•
•

Blogs in Plain English - Lee LeFever

•

Cre...
RSS = Really Simple Syndication

•

Lets you easily track dozens of blogs or other
Web sites without surfing

•
•
•

Truly ...
Podcasts

•
•
•

TiVo for Audio (and now video)

•
•

iTunes free for PC or Mac

Don’t need an iPod to use
Series of segme...
Social Networking Sites
Wikis
•
•
•
•

Collaborative editing tools
Wikipedia the most famous
4.5 million articles in English
Definitive stories qui...
YouTube
•
•
•

World’s second largest search engine
Google bought for $1.65 Billion
“The world has voted, and we want to w...
Slideshare:YouTube for PowerPoint

•

Presentation at Community 2.0 conference in San
Francisco on May 12, 2009

•
•

Atte...
Behold, the Power of Slideshare...
UStream.tv

•
•
•

Your own global HD TV station
Free version is advertising supported
Premium plans allow branding/custom...
A Broader Historical
Perspective...
Thesis #1: Air was the original
social medium
Patient Word of Mouth
• 91% said “good things” about Mayo Clinic
after visits
• Average of 43 heard “good things”

• 86% r...
Sources Influencing Preference for Mayo Clinic
Word of mouth

82

News stories

62

Hospital ratings

48

Internet

33

MD ...
#2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction
#4: Social media are the third
millennium’s defining
communications trend
For most of the 20th Century...
Every day these guys would define the news...
While local affiliates and newspapers sold
audiences to advertisers at monopoly prices
Then one day, Ted Turner revolutionized TV
...and one of these guys invented the Internet
Although the traditional media didn’t sense
the magnitude of the coming change...
Because information and
the means of
dissemination were
democratized, everyone
became a potential
reporter
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#7: Hand-wringing about merits
and dangers of social media is as
productive as debating gravity
If you think blocking is a
viable long-term option...
A Balanced Approach to
Professionalism

•

Avoiding faux pas is important but cannot be
the only standard for judging prof...
Key Elements
•

•
•

All policies apply in social media, too

•
•
•

Privacy
Mutual Respect
Computer use

Generally don’t ...
Guidelines for Mayo Employees
If these seem eerily
similar to IBM Social
Computing Guidelines...
#9: Mass Media will remain
important levers that move - and
are moved by - social media buzz
The Octogenarian Idol Story
•

Alerted to interesting video of elderly couple
playing piano in Gonda atrium

•

Video shot...
The next day...
Total Views

4,000

3,000

3,085

2,000
1,095

1,000
4/7/09
4/8/09

0
Total Views

30,000
26,973

22,500
15,000
7,500
1,095

4/7/09

3,085

4/8/09

0
4/13/09
Total Views

70,000
64,778

52,500
35,000
26,973

17,500
1,095
4/7/09

3,085

4/8

0

4/13
4/22
Total Views

200,000
187,956

150,000
100,000
64,778
1,095
4/7/09

3,085

4/8

50,000

26,973

4/13

4/22

0
5/3
Total Views

250,000
228,055

187,500

187,956

125,000
62,500

64,778
1,095

4/7

3,085

4/8

26,973

4/13

4/22

5/3

0
...
Total Views

300,000
292,766

225,000

228,055
187,956

150,000
75,000

64,778
1,095

4/7

3,085

4/8

26,973

4/13

4/22
...
Total Views

600,000
555,675

450,000

300,000
292,766
187,956
1,095
4/7

3,085

4/8

26,973

4/13

228,055

150,000

64,7...
Total Views

700,000
692,713

525,000

555,675

350,000
292,766
187,956
1,095
4/7/09 3,085
4/8

26,973

4/13

228,055

175...
Total Views

1,100,000
1,022,122

825,000
692,713

550,000

555,675

1,095
4/7/09 3,085 26,973 64,778
4/8 4/13
4/22

187,9...
Total Views

2,200,000
2,047,021

1,650,000
1,100,000
1,022,122

1,095
4/7

555,675
3,085
4/8

26,973

4/13 64,778
4/22

1...
Early Morning May 26
May 26, 2009: Live in Studio Good Morning America
Results to Date

•
•
•
•

More than 9.4 million views on YouTube
Over 1.5 million on Sharing Mayo Clinic
From 200 views/mo...
#26:Your mileage may vary,
but you’ll go a lot further if
you get a car.
#10: Social media strategies can’t
compensate for an inferior offering
or bad service
United Breaks Guitars Breaks United
#17: Social media are free in any
ordinary sense of the word (or
at least ridiculously inexpensive)
Total Cost for Mayo
Clinic Facebook,YouTube

$0.00
In the European Union, based
on current exchange rates:

€0,00
#18: As I approaches zero, ROI
approaches infinity
Unique Myelofibrosis Patients
MCF

MCA

400

300

200

100
2008

2009

2010

2011

0
#19: MacGyver is the model for
social media success
The MacGyver Mindset
#22: Social media are an essential
part of a balanced
communications diet
Basic Social Media “Food Groups”
#25: If your product, service or
experience is remarkable enough,
your customers will create
content for you
#33: Social media will decrease
diffusion time for medical research
and healthcare innovations*
*and other innovations, to...
ROI Case Study: Time Savings
through Internal Social Networking

•

MCCSM Daily 8:15 a.m.
check-in meeting/call

•

Moved ...
ROI Example:
Patient Education Collaboration Opportunities

•
•
•

Videos covering FAQs

•

Crossover potential for demand...
Calculating ROI

•
•
•
•

Cost of shooting and editing < $200

•

Other “marketing” benefits: $?,???

Cost of storage: $0
C...
Non-Participation Has Costs Too:
The Pertussis Experience

•

With introduction of DTP vaccine, U.S. pertussis
cases decli...
U.S. Pertussis Cases
Lessons and Observations

•

Sometimes the perfect can be the enemy of the
good. Take the side of the good.

•

Follow the...
For Further Interaction:
•
•

Google Lee Aase or SMUG U
@LeeAase on Twitter
And Speaking of Twitter...
Next session is March 6
Twitter: Social Media’s
Gateway Drug
Social Media: What's All the Fuss?
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Social Media: What's All the Fuss?

  1. 1. Social Media 101: What’s All the Fuss? Lee Aase Chancellor, Social Media University, Global (SMUG) February 18, 2014
  2. 2. Agenda • Overview of ways in which social networking and social media are transforming society • • Introduction to useful social media tools • • Historical context on the changing media landscape Review of Mayo Clinic’s history in social networking and experience in social media Guidelines for personal engagement and encouragement to explore
  3. 3. Today’s Presentation is brought to you by the number 0
  4. 4. The Most Important Word in Web 2.0
  5. 5. Bringing Hope to the Mediocre
  6. 6. • • • About Lee Aase (@LeeAase) BS, Political Science, Mankato State University 14 years in politics and government at local, state, national levels Mayo Clinic since April 2000 • • Media relations consultant • Director, Center for Social Media (2010) Manager (2003-10) Media Relations/Research Communications, Syndication and Social Media
  7. 7. One more reason why you can do this...
  8. 8. Answering a burning question...
  9. 9. It all started with a tornado...
  10. 10. Mayo Clinic’s First Social Networkers
  11. 11. Patient Word of Mouth • 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  12. 12. Sources Influencing Preference for Mayo Clinic (2010) Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  13. 13. Social Networking is part of the Mayo Clinic DNA and is fundamental to health care
  14. 14. From Mayo Clinic Center for Innovation: Think Big. Start Small. Move Fast.TM
  15. 15. Mayo Clinic Medical Edge Syndicated News Media Resources
  16. 16. First Foray in “New” Media • • Existing Medical Edge radio mp3s Launched Sept. ’05; Increased downloads 8,217%
  17. 17. • • Taking a step back: Content Creation/ “New Media” Task Force Public Affairs group met Oct. 2005 to July 2006 Reviewed landscape and made recommendations on initial strategies • Process changes to create more in-depth products - podcasting • Save blogging for later
  18. 18. My First Blog Post - 7/30/06 Lines from Lee
  19. 19. Beyond the Hypochondriac feed
  20. 20. Mayo Clinic Medical Edge Sample Sound Bite
  21. 21. First Consultant: Shel Holtz - Feb. 2007
  22. 22. Involuntary Social Network Representation myspace.com/mayoclinic
  23. 23. Facebook: 11/7/07
  24. 24. A Pivotal Presentation
  25. 25. Second Consultant: Andy Sernovitz - Feb. ’08
  26. 26. The Revolutionary impact of consumer-grade video
  27. 27. Dramatically increased number of videos and depth of content
  28. 28. @MayoClinic on Twitter: 4/29/08
  29. 29. Podcast Blog: April ’08
  30. 30. The $4-a-month online newsroom
  31. 31. Started Yammer Sept. 2008
  32. 32. Let’s Talk “site” - May 2008
  33. 33. Sharing Mayo Clinic - January 2009
  34. 34. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  35. 35. Intro to Blogs • Just an easy-to-publish Web site that allows comments • • Blogs in Plain English - Lee LeFever • Create a blog at wordpress.com or blogger.com in less than a minute You read them all the time without even knowing it
  36. 36. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • • • Truly opt-in “email” RSS “baked in” to browsers Free Web-based options like Feedly
  37. 37. Podcasts • • • TiVo for Audio (and now video) • • iTunes free for PC or Mac Don’t need an iPod to use Series of segments to which you can subscribe via RSS Create your own FREE podcast (listed in iTunes) through SMUG
  38. 38. Social Networking Sites
  39. 39. Wikis • • • • Collaborative editing tools Wikipedia the most famous 4.5 million articles in English Definitive stories quickly on • • • 35W Bridge Collapse Sandy Hook shooting Boston Marathon bombing
  40. 40. YouTube • • • World’s second largest search engine Google bought for $1.65 Billion “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  41. 41. 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
  42. 42. Behold, the Power of Slideshare...
  43. 43. UStream.tv • • • Your own global HD TV station Free version is advertising supported Premium plans allow branding/customization
  44. 44. A Broader Historical Perspective...
  45. 45. Thesis #1: Air was the original social medium
  46. 46. Patient Word of Mouth • 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 2009 Patient Brand Monitor, n=900 ©2011 MFMER | slide-18
  47. 47. Sources Influencing Preference for Mayo Clinic Word of mouth 82 News stories 62 Hospital ratings 48 Internet 33 MD recommendation 29 Personal experience 26 Advertising 25 Direct mail 13 Social media 5 Insurance plan 5 2010 study (n=119) Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 ©2011 MFMER | slide-20
  48. 48. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  49. 49. #4: Social media are the third millennium’s defining communications trend
  50. 50. For most of the 20th Century...
  51. 51. Every day these guys would define the news...
  52. 52. While local affiliates and newspapers sold audiences to advertisers at monopoly prices
  53. 53. Then one day, Ted Turner revolutionized TV
  54. 54. ...and one of these guys invented the Internet
  55. 55. Although the traditional media didn’t sense the magnitude of the coming change...
  56. 56. Because information and the means of dissemination were democratized, everyone became a potential reporter
  57. 57. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
  58. 58. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity
  59. 59. If you think blocking is a viable long-term option...
  60. 60. A Balanced Approach to Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  61. 61. Key Elements • • • All policies apply in social media, too • • • Privacy Mutual Respect Computer use Generally don’t “friend” patients Remember the “front page” rule
  62. 62. Guidelines for Mayo Employees
  63. 63. If these seem eerily similar to IBM Social Computing Guidelines...
  64. 64. #9: Mass Media will remain important levers that move - and are moved by - social media buzz
  65. 65. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
  66. 66. The next day...
  67. 67. Total Views 4,000 3,000 3,085 2,000 1,095 1,000 4/7/09 4/8/09 0
  68. 68. Total Views 30,000 26,973 22,500 15,000 7,500 1,095 4/7/09 3,085 4/8/09 0 4/13/09
  69. 69. Total Views 70,000 64,778 52,500 35,000 26,973 17,500 1,095 4/7/09 3,085 4/8 0 4/13 4/22
  70. 70. Total Views 200,000 187,956 150,000 100,000 64,778 1,095 4/7/09 3,085 4/8 50,000 26,973 4/13 4/22 0 5/3
  71. 71. Total Views 250,000 228,055 187,500 187,956 125,000 62,500 64,778 1,095 4/7 3,085 4/8 26,973 4/13 4/22 5/3 0 5/4
  72. 72. Total Views 300,000 292,766 225,000 228,055 187,956 150,000 75,000 64,778 1,095 4/7 3,085 4/8 26,973 4/13 4/22 5/3 0 5/4 5/5
  73. 73. Total Views 600,000 555,675 450,000 300,000 292,766 187,956 1,095 4/7 3,085 4/8 26,973 4/13 228,055 150,000 64,778 4/22 5/3 5/4 0 5/5 5/10
  74. 74. Total Views 700,000 692,713 525,000 555,675 350,000 292,766 187,956 1,095 4/7/09 3,085 4/8 26,973 4/13 228,055 175,000 64,778 4/22 5/3 5/4 5/5 0 5/10 5/11
  75. 75. Total Views 1,100,000 1,022,122 825,000 692,713 550,000 555,675 1,095 4/7/09 3,085 26,973 64,778 4/8 4/13 4/22 187,956 5/3 228,055 5/4 275,000 292,766 5/5 5/10 0 5/11 5/15
  76. 76. Total Views 2,200,000 2,047,021 1,650,000 1,100,000 1,022,122 1,095 4/7 555,675 3,085 4/8 26,973 4/13 64,778 4/22 187,956 5/3 228,055 5/4 550,000 692,713 292,766 5/5 5/10 0 5/11 5/15 5/26
  77. 77. Early Morning May 26
  78. 78. May 26, 2009: Live in Studio Good Morning America
  79. 79. Results to Date • • • • More than 9.4 million views on YouTube Over 1.5 million on Sharing Mayo Clinic From 200 views/month to 5,000 views/hour Validation of Thesis #26
  80. 80. #26:Your mileage may vary, but you’ll go a lot further if you get a car.
  81. 81. #10: Social media strategies can’t compensate for an inferior offering or bad service
  82. 82. United Breaks Guitars Breaks United
  83. 83. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  84. 84. Total Cost for Mayo Clinic Facebook,YouTube $0.00
  85. 85. In the European Union, based on current exchange rates: €0,00
  86. 86. #18: As I approaches zero, ROI approaches infinity
  87. 87. Unique Myelofibrosis Patients MCF MCA 400 300 200 100 2008 2009 2010 2011 0
  88. 88. #19: MacGyver is the model for social media success
  89. 89. The MacGyver Mindset
  90. 90. #22: Social media are an essential part of a balanced communications diet
  91. 91. Basic Social Media “Food Groups”
  92. 92. #25: If your product, service or experience is remarkable enough, your customers will create content for you
  93. 93. #33: Social media will decrease diffusion time for medical research and healthcare innovations* *and other innovations, too
  94. 94. ROI Case Study: Time Savings through Internal Social Networking • MCCSM Daily 8:15 a.m. check-in meeting/call • Moved to a Yammer thread in October, saving 12 minutes/day x 10 members x 250 days/year = 500 hours/year (nearly 0.25 FTE or $20,000)
  95. 95. ROI Example: Patient Education Collaboration Opportunities • • • Videos covering FAQs • Crossover potential for demand generation Short, procedurally focused videos are ideal Huge potential savings - competing vs. nonproduction
  96. 96. Calculating ROI • • • • Cost of shooting and editing < $200 • Other “marketing” benefits: $?,??? Cost of storage: $0 Cost of distribution: $0 Value of time saved by avoiding repetitive explanations: $?,???
  97. 97. Non-Participation Has Costs Too: The Pertussis Experience • With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965. • For 37 years, cases never exceeded 10,000/yr.
  98. 98. U.S. Pertussis Cases
  99. 99. Lessons and Observations • Sometimes the perfect can be the enemy of the good. Take the side of the good. • Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM • • Iterate until it’s great. Accelerate.
  100. 100. For Further Interaction: • • Google Lee Aase or SMUG U @LeeAase on Twitter
  101. 101. And Speaking of Twitter... Next session is March 6 Twitter: Social Media’s Gateway Drug

×