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Universal Translator: Deciphering
Social Media’s Impending Impacts
         Lee Aase (@LeeAase)

 Manager, Syndication and Social Media
             Mayo Clinic

               #MnDOT
     Stardate -312582.53424657526
Intergalactic Metaphor Mixer
Impacts?
Opportunities!
Agenda: Demonstrate that social
      media tools are...

• Immensely powerful
• Consistent with state government
 values (or should be)
• Free (or ridiculously inexpensive)
• and...
Six Magic Words
        and
Four Reasons Why
They’re True for You
“I’ll bet I
could do
  that!”
About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
 local, state, national levels
• Mayo Clinic since April 2000
  − Media relations consultant
  − Manager since 2004
    − Media Relations/Research Comm
    − Syndication and Social Media
Keeping you from being this guy
Parsing Romulan Dialects

   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
• You read them all the time without
 even knowing it
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 IE 7, Safari
• Google Reader a free Web option
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
• Create your own FREE podcast (listed
 in iTunes) through SMUG
Social Networking Sites
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
  − 35W Bridge Collapse
  − Virginia Tech shooting
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
A Story from Twitter
Ensuing Conversation
Slideshare.net and uStream.tv
Thesis #1: Air was the
original social medium
Mayo Clinic and Word of Mouth

• 91 percent of patients surveyed say
 they have said “good things” to an
 average of 40 people after a Mayo visit
• 85 percent say they recommended
 Mayo to a friend
 − Advised an average of 16 to come
  − 5 actually came
Sources of Information Influencing
       Preference for Mayo Clinic

     Word of mouth                                        84

Stories in the media                            57

MD recommendation                          44

        Advertising              27

  Internet/Websites             26

Personal experience             24

   Mailings to home        18

                       0   20         40        60   80        100
#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
#7: Hand-wringing about
merits and dangers of social
 media is as productive as
      debating gravity.
What else do patients
         know about you?


 Copyright 2009, Health Grades, Inc. All Rights Reserved.
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
USA Today
Nov 12, 2009




               3031031-7
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




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




   €0,00
MSRP for a Standard Definition
     Flip Video Camera




$149.99
   HD available for an additional $50
What’s wrong with this picture?
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
Cost for Your Global TV Station
   and Publishing Platform




$300.00
Answers to Objections
• “But what about the cost in staff time to
 maintain all of these social media
 platforms? They’re not really that
 cheap!”
  − AT&T free phone service in 1970
  − Pitney Bowes free fax machines and
    supplies in 1990
  − YouTube, Facebook and Twitter free in
    2010
A Step Beyond 7 Habits
“8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.

Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.

                                                        -- Stephen Covey
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness


 “Find your voice and inspire
     others to find theirs”
#18: As I approaches zero,
 ROI approaches infinity
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
Key Tool: Flip Video Camera*
• Affordable
• Recording interviews (with tripod)
 improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
  − Audio of full interview
  − Video excerpts
• Limited group of video editors to ease
 adoption, ensure quality
The most harmful TV show in
         U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
#31: Unforeseen implications
   of social media are more
 likely positive than negative
#33: Social media will
decrease diffusion time for
 research and innovations
Thesis 9 and 33 Combined!
Last Friday




              3031031-9
Less than 24 hours after my initial appointment, I not
  only had a new diagnosis - a UT split tear - but had
  surgery to correct the problem. As I write this, my
     right arm is in a festive green, but otherwise
   annoying cast. The short-term hassle, however,
 should be more than worth the long-term gain - the
  potential for a future without chronic wrist pain. A
 future, that without Twitter and those in the medical
      community willing to experiment with new
    communications tools, might not exist for me.



                                                         3031031-10
#34: Challenges of
introducing social media in
 your work are not unique
Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
  and TI Prescription - Clayton Christensen
A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
 employees to reduce turnover
• Open enrollment blog to answer health
 plan questions
• Culture blog like Sharing Mayo Clinic
Possible Internal Applications
• Intranet as blog enabling comments,
 voting
• Collaboration platforms
• Wikis for collaborative document creation
• Knowledge management/discovery
• Saving time, improving service, reducing
 costs
Reviewing Today’s Main Ideas
• In the workforce of the future, everyone
 will be connected to the Net 24/7
• Your shields are worthless, so try
 transparency
• No such thing as a “no-win” scenario
Social Media with a Star Trek Flair

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Social Media with a Star Trek Flair

  • 1. Universal Translator: Deciphering Social Media’s Impending Impacts Lee Aase (@LeeAase) Manager, Syndication and Social Media Mayo Clinic #MnDOT Stardate -312582.53424657526
  • 2.
  • 6. Agenda: Demonstrate that social media tools are... • Immensely powerful • Consistent with state government values (or should be) • Free (or ridiculously inexpensive) • and...
  • 7.
  • 8. Six Magic Words and Four Reasons Why They’re True for You
  • 9.
  • 10. “I’ll bet I could do that!”
  • 11.
  • 12. About Lee Aase (@LeeAase) • B.S. Political Science • 14 years in politics and government at local, state, national levels • Mayo Clinic since April 2000 − Media relations consultant − Manager since 2004 − Media Relations/Research Comm − Syndication and Social Media
  • 13.
  • 14.
  • 15.
  • 16. Keeping you from being this guy
  • 17.
  • 18.
  • 19. Parsing Romulan Dialects Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 20. Intro to 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
  • 21. 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 IE 7, Safari • Google Reader a free Web option
  • 22. 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 • Create your own FREE podcast (listed in iTunes) through SMUG
  • 24. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  • 25.
  • 26. 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
  • 27.
  • 28. A Story from Twitter
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  • 45.
  • 46. Thesis #1: Air was the original social medium
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  • 51. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people after a Mayo visit • 85 percent say they recommended Mayo to a friend − Advised an average of 16 to come − 5 actually came
  • 52. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100
  • 53. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  • 54.
  • 55. #4: Social media are the third millennium’s defining communications trend
  • 56.
  • 57. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  • 58. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  • 59.
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  • 62.
  • 63. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
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  • 68. USA Today Nov 12, 2009 3031031-7
  • 69. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 70. United Breaks Guitars Breaks United
  • 71.
  • 72. 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
  • 77.
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  • 79. May 4
  • 82.
  • 87. May 26, 2009: Live in Studio Good Morning America
  • 88.
  • 89. Results to Date • More than 7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour
  • 90. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  • 91.
  • 92.
  • 93. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 94. In the European Union, based on current exchange rates: €0,00
  • 95. MSRP for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 96. What’s wrong with this picture?
  • 97.
  • 98.
  • 102. Yearly Cost for a Customized Blog $75.00
  • 103. Cost for Your Global TV Station and Publishing Platform $300.00
  • 104. Answers to Objections • “But what about the cost in staff time to maintain all of these social media platforms? They’re not really that cheap!” − AT&T free phone service in 1970 − Pitney Bowes free fax machines and supplies in 1990 − YouTube, Facebook and Twitter free in 2010
  • 105. A Step Beyond 7 Habits
  • 106. “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  • 107. Stephen Covey’s “8th Habit” Going beyond effectiveness to greatness “Find your voice and inspire others to find theirs”
  • 108. #18: As I approaches zero, ROI approaches infinity
  • 109.
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  • 111. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 112. Key Tool: Flip Video Camera* • Affordable • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources − Audio of full interview − Video excerpts • Limited group of video editors to ease adoption, ensure quality
  • 113.
  • 114. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  • 115.
  • 116.
  • 117. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 118. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 119. #31: Unforeseen implications of social media are more likely positive than negative
  • 120.
  • 121. #33: Social media will decrease diffusion time for research and innovations
  • 122.
  • 123. Thesis 9 and 33 Combined!
  • 124. Last Friday 3031031-9
  • 125. Less than 24 hours after my initial appointment, I not only had a new diagnosis - a UT split tear - but had surgery to correct the problem. As I write this, my right arm is in a festive green, but otherwise annoying cast. The short-term hassle, however, should be more than worth the long-term gain - the potential for a future without chronic wrist pain. A future, that without Twitter and those in the medical community willing to experiment with new communications tools, might not exist for me. 3031031-10
  • 126.
  • 127. #34: Challenges of introducing social media in your work are not unique
  • 128. Businesses Already Revolutionized • Music - iTunes vs. Tower Records • Classified Advertising - eBay, Craigslist • Bookstores • Movie rentals - Local, Blockbuster, Netflix • All mass media • Video cameras • See The Innovator’s Dilemma; TI Solution and TI Prescription - Clayton Christensen
  • 129. A few ideas for HR applications • Employee onboarding • Social networking groups for new employees to reduce turnover • Open enrollment blog to answer health plan questions • Culture blog like Sharing Mayo Clinic
  • 130. Possible Internal Applications • Intranet as blog enabling comments, voting • Collaboration platforms • Wikis for collaborative document creation • Knowledge management/discovery • Saving time, improving service, reducing costs
  • 131. Reviewing Today’s Main Ideas • In the workforce of the future, everyone will be connected to the Net 24/7 • Your shields are worthless, so try transparency • No such thing as a “no-win” scenario