Connecting to Transform Communities

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Connecting to Transform Communities

  1. 1. Digital Health CommunicationStrategies to Engage CommunitiesMakala Johnson (@MakalaJohnson)Mayo Clinic Center for Social Media AssociateApril 26, 2013
  2. 2. Agenda• Our History• Social Media Platforms• Case Studies• Things to Consider• Questions
  3. 3. 1994 – The Today Showhttp://www.youtube.com/watch?v=hVKRSsrIqpA
  4. 4. Our History
  5. 5. Mayo Clinic and Word of Mouth
  6. 6. The Internet merely amplifiesword of mouth.
  7. 7. Mayo Clinic’s Social MediaExperience
  8. 8. Center for Social Media• Exists to improve health globally byaccelerating effective application ofsocial media tools.socialmedia.mayoclinic.org• Social Media Health Network (SMHN)network.socialmedia.mayoclinic.orgOver 160 member organizations
  9. 9. http://network.socialmedia.mayoclinic.org/
  10. 10. Social Media Platforms• Facebook• YouTube• Twitter• Blogs• Pinterest
  11. 11. Facebook
  12. 12. “There is a huge need and a hugeopportunity to get everyone in the worldconnected, to give everyone a voice andto help transform society for the future.”Mark Zuckerberg
  13. 13. Engagement
  14. 14. Expert(s) Available to Chat
  15. 15. Ask. Listen. Learn.
  16. 16. Facebook Insights
  17. 17. YouTube
  18. 18. Annotations
  19. 19. Efficiency
  20. 20. YouTube Analytics
  21. 21. Information Sharing
  22. 22. Quick Answers
  23. 23. Discussion
  24. 24. • Handle = username (@MakalaJohnson)• Retweet = Forwarding another user’s tweet to all of yourfollowers• Follow = choose to receive another’s tweets in your newsfeed• Hashtag = the # symbol is used to mark keywords or topics in atweet• #Connecting13• Direct Message = private tweet sent to a follower• Twitter Chat (tweetchat) = Twitter meeting where participantscoalesce around a predetermined hashtagVernacular
  25. 25. @MayoClinic on Twitter
  26. 26. Online Ideation Twitter Chat #POTF
  27. 27. Link Shortenerhttp://www.mayoclinic.com/health/crohns-disease/DS00104http://bit.ly/IAT9o5Concerns?• Lost brand consistency• Difficult to remember
  28. 28. Eliminate barriers toengagement.
  29. 29. Custom-Shortened Domain
  30. 30. Measurement
  31. 31. Pinterest• Fastest site to reach 10 million users• Largely popular among women• Create boards• Share, recommend and educate• Endless scroll• Inspires action©2011 MFMER | 3139261-41
  32. 32. What is Pinterest?
  33. 33. Connecting the Dots: Case Study #1
  34. 34. Know Your Numbersbit.ly/HeartNumbers
  35. 35. Facebook
  36. 36. Twitter
  37. 37. Contest Site and Posting• Participation:• 1031individuals• 18 teams
  38. 38. MayoClinic.com Ad
  39. 39. Connecting the Dots: Case Study #2
  40. 40. Discovery by Richard Berger, M.D., Ph.D.(Dean, Mayo School of CME):Ulnotriquetral (UT) Ligament Split Tear
  41. 41. Jayson Werth’s Experience
  42. 42. Things to Consider BeforeDiving In…• Business Goals?• Audience?• Most effectiveplatforms?• Desired Outcomes?• Measurement?
  43. 43. Questions?Email: johnson.makala@mayo.eduTwitter: @MakalaJohnsonSocialMedia.MayoClinic.org

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