The $4 A Month Online Newsroom

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My presentation at #ccc09, the Ragan Corporate Communications Conference in Chicago, on May 8, 2009.

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The $4 A Month Online Newsroom

  1. 1. The $4-a-week Newsroom and Other MacGyver Tips Lee Aase Manager, Syndication and Social Media Mayo Clinic Ragan Corporate Communicators Conference May 8, 2009
  2. 2. About Lee Aase • 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 2
  3. 3. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  4. 4. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 4
  5. 5. Mayo Clinic Medical Edge News Media Syndications 5
  6. 6. Develop a MacGyver Mindset (or think like Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 6
  7. 7. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  8. 8. Step 2: More, Longer Podcasts 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 13
  14. 14. Step 3: podcasts.mayoclinic.org 14
  15. 15. newsblog.mayoclinic.org 15
  16. 16. sharing.mayoclinic.org 16
  17. 17. Total Yearly Cost for Three Customized Blogs $165.00 17
  18. 18. Key Tool: Flip Video Camera • Affordable for all campuses (and you) • 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 18
  19. 19. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 19
  20. 20. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typcially purchased from a Vendor • Costly - up to $10,000 + monthly • Password-Protected Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 20
  21. 21. 21
  22. 22. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. Don’t (just) pitch the media. Be the media. 26
  27. 27. Twitter Case Study: Contributing to Virality • Alerted to interesting video of 90 y.o. couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 27
  28. 28. The next day... 28
  29. 29. Six days later... 29
  30. 30. April 22 30
  31. 31. May 1 31
  32. 32. Sunday, May 3 32
  33. 33. 33
  34. 34. 34
  35. 35. May 4 35
  36. 36. Cinco de Mayo 36
  37. 37. May 6 37
  38. 38. Yesterday 38
  39. 39. 39
  40. 40. Lessons • You can’t manufacture virality, but you can prepare for, contribute to it • Developing infrastructure gives you a platform for launch • Mainstream media coverage will make this even bigger 40
  41. 41. For Continuing Education ... 41
  42. 42. 42
  43. 43. Contacting Me • Google Lee Aase or SMUG U to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 43

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