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Benedictine Development Symposium
The document discusses Lee Aase's presentation on bringing social media to faith-based organizations. Some key points: - Lee Aase works at the Mayo Clinic Center for Social Media and discusses Mayo Clinic's experience using social media for health promotion. - He outlines the benefits of social media tools like blogs, podcasts, YouTube, and social networks for organizations and provides examples of how Mayo Clinic has used them. - Aase also discusses lessons learned from Mayo Clinic's social media use over years, emphasizing the importance of an integrated strategy and letting successes promote further organic growth of social media programs.
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Benedictine Development Symposium
- 1. Lee Aase Mayo ClinicCenter for Social Media July 8, 2013 Bringing the Social Media Revolution to Faith-Based Organizations
- 2. Mayo Clinic Centerfor Social Media • 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.
- 3. ©2011 MFMER |slide-40 A Catalyst for Social Media
- 4. Social Media HealthNetwork • 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 • >140 member organizations
- 5. Agenda • Share Snippetsof Mayo Clinic’s social media history • Increase your personal understanding, comfort and confidence with social media • Help you make the case for using social media or increasing your commitment
- 6. The Hidden Agenda •You will see the transformational power of social media • You will see social platforms as tools to do your work more effectively and efficiently • You will believe that using social media tools is worthwhile and that you (and your organization) can do it
- 7. Disclaimers • These resultsnot 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
- 8. Disclosures • No financialinterest in any product or service mentioned in this presentation • Full-time salaried employee of Mayo Clinic
- 9. Two Heroes Six MagicWords Four Reasons Why They’re True for You
- 11. ©2011 MFMER |3139261- “I’ll bet I could do that!”
- 13. ©2011 MFMER |3139261- 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
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- 19. One more bonusreason...
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- 22. The Most ImportantWord in Web 2.0
- 24. Intro to Today’sFREE Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
- 25. 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 • Create a blog at wordpress.com or blogger.com in less than a minute
- 26. RSS = ReallySimple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to browsers • Free Web-based options like Feedly
- 27. Podcasts • TiVo forAudio (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
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- 29. Wikis • Collaborative editingtools • Wikipedia the most famous • 3.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech shooting • Sandy Hook shooting • Boston Marathon bombing
- 31. YouTube • World’s secondlargest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
- 32. Slideshare.net: YouTube forPowerPoint
- 33. ©2011 MFMER |3139261- A Brief History of Social Media at Mayo Clinic
- 34. Answering a burningquestion...
- 35. It all startedwith a tornado...
- 36. ©2011 MFMER |3139261-
- 37. Mayo Clinic’s FirstSocial Networkers
- 38. ©2011 MFMER |3139261- Social Media is part of the @MayoClinic DNA and is fundamental to health care
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- 40. Mayo Clinic MedicalEdge Syndicated News Media Resources
- 41. First Foray in“New” Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 42. My First BlogPost - 7/30/06 Lines from Lee
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- 44. Mayo Clinic MedicalEdge Sample Sound Bite
- 46. Involuntary Social NetworkRepresentation myspace.com/mayoclinic
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- 61. The Revolutionary impactof consumer-grade video
- 63. Dramatically increased numberof videos and depth of content
- 64. @MayoClinic on Twitter:4/29/08
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- 66. The $4-a-month onlinenewsroom
- 70. Let’s Talk “site”- May 2008
- 71. Sharing Mayo Clinic- January 2009
- 73. A Broader HistoricalPerspective...
- 78. Thesis #1: Airwas the original social medium
- 80. ©2011 MFMER |slide-18 Patient Word of Mouth 2009 Patient Brand Monitor, n=900 • 91% said “good things” about Mayo Clinic after visits • Average of 43 heard “good things” • 86% recommended Mayo Clinic • Average of 24 advised to come • Average of 6 actually came
- 81. ©2011 MFMER |slide-20 Sources Influencing Preference for Mayo Clinic Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic; *differs significantly from Q2-2010 5 5 13 25 26 29 33 48 62 82Word of mouth News stories Hospital ratings Internet MD recommendation Personal experience Advertising Direct mail Social media Insurance plan 2010 study (n=119)
- 82. #2: Electronic toolsmerely facilitate broader, more efficient transmission by overcoming inertia and friction
- 84. #4: Social mediaare the third millennium’s defining communications trend
- 86. Gutenberg: Global MassLiteracy Zuckerberg: Global Mass Publishing
- 87. #7: Hand-wringing aboutmerits and dangers of social media is as productive as debating gravity
- 89. If you thinkblocking is a viable long-term option...
- 91. A Balanced Approachto Professionalism • Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media • Professionalism is more than the absence of unprofessional conduct • Professionals have a moral obligation to use available tools effectively on behalf of those they serve
- 93. Key Elements • Allpolicies apply in social media, too • Privacy • Mutual Respect • Computer use • Generally don’t “friend” patients • Remember the “front page” rule
- 94. Guidelines for MayoEmployees
- 95. Implication • You alreadyhave most of the risks... why not also get some of the benefits from these powerful tools?
- 96. #9: Mass Mediawill remain important levers that move - and are moved by - social media buzz
- 97. The Octogenarian IdolStory • 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
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- 112. May 26, 2009:Live in Studio Good Morning America
- 113. Think like thisguy...
- 115. Results to Date •More than 8.6 million views on YouTube • Over 1.5 million on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
- 116. #26: Your mileagemay vary, but you’ll go a lot further if you get a car.
- 117. #10: Social mediastrategies can’t compensate for an inferior offering or bad service
- 118. United Breaks GuitarsBreaks United
- 120. #25: If yourproduct, service or experience is remarkable enough, your customers will create content for you
- 123. #17: Social mediaare free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 124. Total Cost forMayo Clinic Facebook, YouTube and Twitter $0.00
- 126. In the EuropeanUnion, based on current exchange rates: €0,00
- 127. #18: As Iapproaches zero, ROI approaches infinity
- 130. Unique Myelofibrosis Patients 0 100 200 300 400 20082009 2010 2011 MCF MCA
- 131. #19: MacGyver isthe model for social media success
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- 133. #22: Social mediaare an essential part of a balanced communications diet
- 134. Basic Social Media“Food Groups”
- 135. Blogs: The UndiscoveredTerritory • A blog is just an easy-to-publish Web site that allows comments • Blogs can match look and feel of your Web site and infuse dynamic content • Blogs give you a social media “home base” • Blogs give you much more control over user experience than any other social platform
- 136. Sharing Mayo Clinic/PatientStories Example • Relevant patient stories help patients choose Mayo Clinic • Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive • Sharing Mayo Clinic - stories in patients’ own words - launched in 2009 • 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging
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- 140. Don’t Consider SocialMedia in Isolation • Not a silver bullet • Seek synergy with existing means of communication • Necessary but likely not sufficient • Need to justify NOT using social media
- 141. Structure and Staffing •Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually
- 142. Structure and Staffing •Start by finding core internal champions • Train the trainers • Engage broader employee population • Avoid HACK syndrome • Let social staffing grow gradually to meet needs
- 143. The most harmfulTV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
- 146. “Kids will takea chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
- 147. #29: Your kidsaren’t smarter than you are. They’re just not afraid to look dumb.
- 148. Keys to SocialMedia Success • Deepen your knowledge of the social tool set • Understand the keys to social media ROI • Maintain a balanced diet • Make MacGyver your role model • Integrate social tools with your overall business strategy and communication/marketing projects, in keeping with your organization’s DNA • Eschew prejudice and misconceptions, and remember that... • Social is more than sales, PR and marketing
- 149. For Further Interaction: •Google Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu