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University Communications in the Third Millennium

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University Communications in the Third Millennium

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My presentation to the Marketing and Communications Conference for Minnesota State Colleges and Universities

My presentation to the Marketing and Communications Conference for Minnesota State Colleges and Universities

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University Communications in the Third Millennium

  1. 1. University Communications in the Third Millennium Lee Aase Manager, Syndication and Social Media Mayo Clinic Minnesota State Colleges and Universities #madmn February 10, 2010
  2. 2. 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
  3. 3. A Grandpa who appreciates the power of Facebook
  4. 4. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Batteries not included • Some assembly required • Your mileage may vary
  5. 5. Disclosures • No financial interest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
  6. 6. Demonstrate that social media tools are... • Immensely powerful • Consistent with your organization’s values (or should be) • Free (or ridiculously inexpensive) • and...
  7. 7. Thesis #1: Air was the original social medium
  8. 8. 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
  9. 9. 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
  10. 10. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
  11. 11. #3: The mass media era was a temporary anomaly
  12. 12. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  13. 13. #4: Social media are the third millennium’s defining communications trend
  14. 14. The Most Important Word in Web 2.0
  15. 15. Intro to Today’s FREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Social Networking Sites
  20. 20. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
  21. 21. 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
  22. 22. Slideshare.net and uStream.tv
  23. 23. #7: Hand-wringing about merits and dangers of social media is as productive as debating gravity.
  24. 24. What else do patients know about you?  Copyright 2009, Health Grades, Inc. All Rights Reserved.
  25. 25. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
  26. 26. #10: Social media strategies can’t compensate for an inferior offering or bad service
  27. 27. United Breaks Guitars Breaks United
  28. 28. #14: Strategic thinking about social media is no substitute for action
  29. 29. Tips on Personal Steps to Explore • Establish a permanent personal email • Get profiles in Facebook, LinkedIn • Get a Twitter account • Get a Flip camera (or iPhone 3G S?) • Create a personal YouTube account • Start a personal Blog
  30. 30. Starter Steps for Nonprofits • Claim your Twitter “handle” • Create a Facebook “fan” page • Create a YouTube channel
  31. 31. #15: You can hear a lot just by listening
  32. 32. A Story from Twitter
  33. 33. Ensuing Conversation
  34. 34. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
  35. 35. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  36. 36. In England, based on current exchange rates: £0,00
  37. 37. In the European Union: €0,00
  38. 38. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  39. 39. podcasts.mayoclinic.org
  40. 40. newsblog.mayoclinic.org
  41. 41. sharing.mayoclinic.org
  42. 42. Yearly Cost for a Customized Blog $75.00
  43. 43. Cost for Your Global TV Station and Publishing Platform $300.00
  44. 44. #18: As I approaches zero, ROI approaches infinity
  45. 45. #19: MacGyver is the model for social media success
  46. 46. The MacGyver Mindset
  47. 47. Mayo Clinic Medical Edge News Media Syndications
  48. 48. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  49. 49. Step 2: More, Longer Podcasts
  50. 50. #20: Social media enable authentic communication if you don’t purposefully complicate things
  51. 51. 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
  52. 52. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video, had password-protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  53. 53. #22: Social media are an essential part of a balanced communications diet
  54. 54. Basic Social Media “Food Groups”
  55. 55. #24: Compelling content is much more valuable than advertising time or space
  56. 56. 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
  57. 57. The next day...
  58. 58. Six days later...
  59. 59. April 22
  60. 60. Sunday, May 3
  61. 61. May 4
  62. 62. Cinco de Mayo
  63. 63. May 10
  64. 64. May 11
  65. 65. May 12
  66. 66. May 15
  67. 67. Early Morning May 26
  68. 68. May 26, 2009: Live in Studio Good Morning America
  69. 69. Results to Date • More than 6.1 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  70. 70. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  71. 71. #25: If you’re remarkable enough, your customers will create content for you
  72. 72. Jillayn Hey’s “Remarkable” Story “One statement has stuck out above all of the medical jargon written by the surgeons and various nurses who cared for me, and that is this: ‘patient's stay was unremarkable.’ Well, although things went fairly smoothly after a difficult surgery, I would like to say that there was nothing unremarkable about my experience with Mayo.”
  73. 73. Therapeutic Storytelling... “I recently read an (Utne Reader) article ... (which said) that through telling our personal stories of illness and disease, we assist in creating a new story of wellness that facilitates healing and in turn directs a person towards recovery. This is just one aspect that Sharing Mayo Clinic provides. It is not only an opportunity for many patients and perhaps future patients to tell their unique stories to work their way towards health but it also provides a voice for its employees to share parts of their daily work which I know must include joy and sorrow as some of us become well and some of us unfortunately do not. In my opinion, this is just another area that Mayo is ahead of the curve in caring for its patients and obviously their employees as well.”
  74. 74. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  75. 75. A Story from Facebook...
  76. 76. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  77. 77. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
  78. 78. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  79. 79. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  80. 80. #31: Unforeseen implications of social media are more likely positive than negative
  81. 81. #34: Challenges of introducing social media in healthcare (or higher education) are not unique
  82. 82. 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
  83. 83. The 36th Thesis If your organization can’t find a way to constructively use free tools that enable deep, two-way communication with anyone, anywhere, anytime, your real problem is lack of imagination.
  84. 84. If you have an iPhone, Let’s Bump!
  85. 85. If not, contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu

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