Social Media Summit Keynote

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Opening keynote from the Mayo Clinic/Ragan Communications Social Media Summit in Rochester, Minn. on October 10/18/2011.

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Social Media Summit Keynote

  1. 1. An inside look at Mayo Clinic’s Centerfor Social Media: The evolution of socialmedia in health care communicationsLee AaseDirector, Mayo Clinic Center for Social MediaOctober 18, 2011
  2. 2. Agenda• Mayo Clinic’s early social media history• First-Year update on Mayo Clinic Center for Social Media and Social Media Health Network• Highlights from the days ahead• A few new surprises
  3. 3. Mayo Clinic Center for Social Media• Our Raison d’etre: The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere. ©2011 MFMER | 3139261-
  4. 4. Social Media Health Network• Membership group associated with Mayo Clinic Center for Social Media• For organizations wanting to use social media to promote health, fight disease and improve health care• Dues based on organization revenues• Industry members eligible to join, but not accepting industry grant funding• >90 member organizations
  5. 5. A Sample of Network Members• American Hospital Association• Radboud University Nijmegen Medical Center• Jamestown Hospital• National Cancer Institute• Vanderbilt University Medical Center• See Full List at http://socialmedia.mayoclinic.org/ network/
  6. 6. http://socialmedia.mayoclinic.org/network/ ©2011 MFMER | 3139261-
  7. 7. http://network.socialmedia.mayoclinic.org/ ©2011 MFMER | 3139261-
  8. 8. Key Lessons• Learn by doing; Be your own lab rat• Conduct low-risk experiments• Use social tools to do your existing work better• Explore how these tools can turn the impossible or impractical into reality• Don’t aim for DIY perfection: Reach out to find like-minded allies• Be resourceful like...
  9. 9. A Brief History of Social Mediaat Mayo Clinic
  10. 10. Mayo Clinic Medical EdgeSyndicated News Media Resources
  11. 11. First Foray in “New” Media• Existing Medical Edge radio mp3s• Launched Sept. ‘05; 8,217% download increase
  12. 12. Beyond the hypochondriac feed...
  13. 13. An example of Media Reclamation
  14. 14. Recovering 99.41% for the 1-2% • Required almost no incremental MD effort • Process change - microphone on physician and interviewer • 90 minutes of editing per interview • More than 60,000 “hits” and 62 comments on Dr. Fischer’s podcast
  15. 15. Reasons why we didn’t use blogs at first• Judicious use of physician time• Judicious use of media relations staff time and the mass media imperative• Ghost blogging would have been • Inauthentic • Non-judicious• Didn’t want a blog that would go stale
  16. 16. My First Personal Blog Post - 7/30/06Lines from Lee
  17. 17. First Social Media Consultant: Feb. 2007
  18. 18. Facebook: 11/7/07
  19. 19. A Pivotal Presentation
  20. 20. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0
  21. 21. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted
  22. 22. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt
  23. 23. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators
  24. 24. Comparing Stanford vs. SMUG Stanford SMUG Tuition $52,341 $0 % of Applicants 7.1% 100% Admitted Mean Student $80,677 $0 Loan Debt Distinguished 1 President, 5 Alumni Justices, 6 TBD Senators Graduation Rate 95% 0
  25. 25. Second Consultant: Jan. 2008 “The world has voted, and we want to watch videos on YouTube.”
  26. 26. Reclaiming YouTube: Feb. ’08
  27. 27. Joining The Blog Council• Membership organization of blogging “companies”• Typically Fortune 500 members • Coca-Cola, P&G, Wells Fargo, etc. • Mayo Clinic, Kaiser Permanente, U.S. Navy among “non-traditional” members• Now the Social Media Business Council
  28. 28. Transforming YouTube Channel
  29. 29. Mayo Strategies for Content Production• Capture content from existing efforts• Adapt processes to facilitate• Take advantage of low-cost video opportunities • Physicians and researchers • Other employees • Patients and visitors
  30. 30. Summit Discussions about Hands-onPhysician Involvement• Dr. Wendy Sue Swanson keynote today• Track on Physician Involvement, including Wednesday panel
  31. 31. @MayoClinic on Twitter: 4/29/08
  32. 32. Podcast Blog: April ’08
  33. 33. The $4-a-month online newsroom
  34. 34. Let’s Talk “site” - May 2008
  35. 35. Sharing Mayo Clinic - Jan. 2009
  36. 36. The Octogenarian Idol Story• Video of an elderly couple from Ankeny, Iowa playing piano in Gonda atrium• Video was shot by another patient in Sept. 2008 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 April 7, 2009
  37. 37. The next day...
  38. 38. Six days later...
  39. 39. April 22
  40. 40. Sunday, May 3
  41. 41. May 4
  42. 42. Cinco de Mayo
  43. 43. May 10
  44. 44. May 11
  45. 45. May 12
  46. 46. May 15
  47. 47. Early Morning May 26
  48. 48. May 26, 2009: Live in StudioGood Morning America
  49. 49. Results to Date• More than 7.7 million views on YouTube• >1.5 million views on Sharing Mayo Clinic• From 200 views/month to 5,000 views/hour• National TV coverage in U.S. and Japan
  50. 50. What made this work?• Adorability of Mr. and Mrs. Cowan and the joy they brought to every viewer• Infrastructure for easy sharing and rapid growth • Sharing Mayo Clinic blog 3 months old • Mayo Clinic Twitter account 11 months old • Mayo Clinic Facebook 18 months old
  51. 51. Another email from DeDe• “Dad’s coming back for some tests Oct. 16-20. Are you going be be around? They’d like to see you again.”• Network Member Dinner concert 8 p.m. tomorrow• See MCCSM table or registration desk for dinner tickets
  52. 52. First-Year HighlightsMayo Clinic Center for Social Media andSocial Media Health Network
  53. 53. Syndication/Social Media Team - June 2010
  54. 54. July 2010• Center and Network concepts approved by Mayo Clinic leadership• Approval for phased 8.1 FTE addition• Public Announcement July 27, 2010
  55. 55. August 2010• Approval to post all positions immediately• Recruiting first External Advisory Board members• Our first new hire: Makala Johnson
  56. 56. MCCSM Staff - August 2010
  57. 57. September 2010• Announced first 13 EAB members and plan to crowd-source the rest• Recruited charter members of Social Media Health Network• One-track Social Media Summit with Ragan in Jacksonville• Announced formation of Social Media Health Network with 6 charter members
  58. 58. October 2010 - Patient Video Guides
  59. 59. Feb. 10, 2011 - Network Site Launched
  60. 60. MCCSM Staff - November 2010
  61. 61. MCCSM Staff - January 2011
  62. 62. January 2011• Announced 17 new External Advisory Board members (out of more than 120 applicants)
  63. 63. MCCSM Staff - February 2011
  64. 64. MCCSM Staff - March 2011
  65. 65. March 2011• Social Media Summit in Jacksonville• First Network Member Meeting
  66. 66. An ROI Case Study
  67. 67. The Return on Investment• Average time blocked for Network recruitment calls: 30 minutes• Time required for video production: 60 minutes• Average time saved per recruitment call since with video: 10 minutes• Total calls made since April 1: 90• Total minutes saved: 900• ROI = 1,400%
  68. 68. April 2011• Ragan Conference in Seattle• A conversation with @Doctor_V and @SeattleMamaDoc about social media professionalism training for medical residents
  69. 69. June 2011
  70. 70. July 2011• Launched Professionalism Video Project• Launched Mayo Clinic online patient community
  71. 71. The Doctor is Online: Physician Use, Responsibility,and Opportunity in the Time of Social Media
  72. 72. Mayo Clinic Communityhttp://connect.mayoclinic.org/
  73. 73. July-August 2011
  74. 74. Other Summer-Fall Highlights• Writing and publishing the beta version of the Social Media Residency Handbook• Creating a mobile app for the Mayo Clinic patient community
  75. 75. Other Summer-Fall Highlights• Publication of the paper on Spontaneous Coronary Artery Dissection (SCAD) in Mayo Clinic Proceedings and Wall Street Journal• Writing and publishing the beta version of the Social Media Residency Handbook• Creating a mobile app for the Mayo Clinic patient community
  76. 76. One more thing... ©2011 MFMER | 3139261-
  77. 77. ©2011 MFMER | 3139261-
  78. 78. Criteria for Heart Video Project• Not a “me too” copycat• Could (should) be fun, but with a serious educational purpose• Dancing to a popular song not enough• Well-known original song for which we can do a meaningful parody ©2011 MFMER | 3139261-
  79. 79. Name that Tune: Shout out the associatednames when you recognize this song:867-5309 ©2011 MFMER | 3139261-
  80. 80. ©2011 MFMER | 3139261-
  81. 81. ©2011 MFMER | 3139261-
  82. 82. ©2011 MFMER | 3139261-
  83. 83. Our “Know Your Numbers” Premise• It’s 30 years since their first encounter• Tommy is a changed man • He’s slowed down a bit • He’s no longer obsessed with Jenny’s phone number • He drives a minivan• Jenny hasn’t changed her phone number• He’s calling to tell her about some more important numbers. Instead of 876-5309, they are... ©2011 MFMER | 3139261-
  84. 84. ©2011 MFMER | 3139261-
  85. 85. http://network.socialmedia.mayoclinic.org/ ©2011 MFMER | 3139261-
  86. 86. http://knowyournumbers.me/http://network.socialmedia.mayoclinic.org/ ©2011 MFMER | 3139261-
  87. 87. http://knowyournumbers.me/ ©2011 MFMER | 3139261-
  88. 88. Contest Prizes for Top Scores• Individuals • Mayo Clinic books related to heart disease • Pedometers, scales, blood pressure monitors • Scholarships (including airfare) to next year’s Summit in Rochester• For Organizations • Top scorers in each category win a one-year membership (or extension) in the Social Media Health Network ©2011 MFMER | 3139261-
  89. 89. What’s Next?• Short-term • Three great tracks • Three outstanding keynotes • Network Member Meeting (Wed-Thurs) • e-Patient Forum • Farewell concert from Cowans • Social Media Residency (Thurs-Fri)• Longer-term • More great collaborative projects • Summits in Arizona and Rochester ©2011 MFMER | 3139261-
  90. 90. For Further Interaction:• @LeeAase on Twitter• aase.lee@mayo.edu• http://socialmedia.mayoclinic.org

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