brand journalism social media week 2014

©2014 MFMER | 3340944-1
A Case Study: Mayo Clinic News Network
Karl Oestreich, Manager, Media Relations
@KarlOestreich
Ron Petrovich, Manager, Center for Social Media
@RonaldPetrovich
A Case Study: Mayo Clinic News Network
Scalable for You
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•  Success & Why
•  Opportunity
•  Challenges & Change Mgt
•  Impact
•  The Future
•  Tips
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Success & Why
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Brand Journalism: Tell a Real Story
Success
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Earned Multimedia
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Earned Multimedia
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Social Media
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Social Media
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Social Media
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Social Media
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Multimedia Demand
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Why was this Successful?
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Why was this Successful?
•  We told a real story
•  We had all the elements to tell a story
•  Dramatic outcome
•  Hope for future patients
•  Planned in advance for launch and repurpose
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What is Mayo Clinic News Network?
A go-to source for TV, radio, newspaper and blog
journalists (public) to download health, science and
research information.
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Opportunity
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Opportunity
•  Media & public want credible medical content
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Opportunity
•  Barriers of entry are lower
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Opportunity
•  Barriers of entry are lower
•  Be the news
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Challenges and Change Management
The Initial Launch
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Challenges and Change Management
•  The Initial Launch
•  Internal Buy-In
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http://minnesota.cbslocal.com/2013/10/15/mayo-study-
teachers-more-likely-to-develop-speech-disorders/
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Challenges & Change Management
•  Technical Reboot
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Challenges & Change Management
•  Technical Reboot
•  Thought Process & Workflow Impact
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Impact on Work
•  Emphasis On Advanced Coordination
•  90/10 rule
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Impact on Work
•  More Connections
•  More Steps w/Visuals & Less Steps w/Process
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Impact on Work
•  Social Media Becoming Something We All Do
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Impact on Work
•  Social Media Becoming Something We All Do
•  Constant Iteration k

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MAYO CLINIC
News Network
Multimedia Content
Proactive
(including news releases
and expert alerts)
Evergreen
Reactive
All posts are blog posts
All posts concept and planning
begins in daily leads meeting
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Evergreen: Thursday Consumer Tips
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•  Journalists
•  Public
•  View same
story Mayo Clinic research results presented in NEJM could change
colorectal screening practice
ROCHESTER, MINN. — MARCH 19, 2014 — Results of a clinical trial of
Cologuard show unprecedented rates of precancer and cancer detection by a
noninvasive test. The detection rates are similar to those reported for colonoscipy.
The results were published in the March 20 issue of the New England Journal of
Medicine (NEJM). Cologuard was codeveloped by Mayo Clinic and Exact
Sciences. Cologuard, is a noninvasive sDNA test for the early detection of
colorectal precancer and cancer. The Cologuard test is based on a stool sample
that is analyzed for DNA signatures of precancer or cancer. The samples are
easily collected, mailed from home, requires no bowel preparation, medication
restriction or diet change. The clinical trial, called the DeeP-C study, included
Proactive
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•  Please share our appreciation with your social media team. Thanks in
large part to Mayo’s wide reach we are seeing HUGE increase in our Third
Third Party Verification
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•  Please share our appreciation with your social media team. Thanks in
large part to Mayo’s wide reach we are seeing HUGE increase in our Third
The Future
•  Patients and Consumers Demand More
•  Separate From The Noise with Reliable Content
•  Tell Your Story On More Forms of Media
•  Keep It Real with Credible Third Party Sources k

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Mayo Clinic News Network Monthly Measurement Report
Mayo%Clinic%News%Network%Monthly%Measurement%Report%
March&2014!
%
&
&
&
Posts%and%Multimedia%Elements*%
&
&
&
%
Top%Posts%by%Element%Views%and/or%Downloads%
Advanced&Home&Stool&Test&Finds&Colorectal&Cancer’s&DNA&–&19&
Large&Waist&Linked&to&Poor&Health,&Even&Among&Those&in&Healthy&Body&Mass&Index&
Ranges&–&15&
Headed&for&the&OR?&Five&Questions&to&Ask&Your&Surgeon&Before&the&Operation&–&14&
&
*Multimedia%Elements%=%MP3,%MP4,%MOV%(audio%and%video%files)%
&
Featured%Stories%
&
&
Cumulus&Radio&reports&this&month&that&there&were&29,491&
airings&of&Minutes&in&online&streams&of&approximately&400&
radio&stations.&
&
&
&
&
~&AND&~&
&
From&the&weWareWallWconnected&department&….&in&follow&up&
to&the&TPT&Almanac&/Mayo&Clinic&150th&program&….&we&
collaborated&on&the&social&media&and&News&Network&
outreach&and&the&results&were&powerful.&Here’s&a&comment&
from&reporter&David&Gillette&after&we&shared&one&of&their&
posts&from&Facebook.&
&
“Wow!&Our&video&rocketed&from&1.5K&impressions&to&6K&in&
just&two&hours.&Thanks&so&much&for&sharing&your&
horsepower.&You've&built&a&remarkable&online&presence.&
That's&really&impressive!”&
&
David&Gillette,&Twin&Cities&Public&Television&
(w)&651.229.1345&
172&East&Fourth&Street,&St.&Paul,&MN&55101&
&
&
&
Members%
%
%
Total%
Change%from%
last%month%
Guest%Subscribers% 562& +&237&
News%Network%Media%Members% 717& +&25&
%%%New!Members!of!the!Month:!Florida(Times(Union,(Twin(Cities(Public(
Television((TPT)&
Radio%Health%Minute% 178& +&3&
Radio%Weekend%Show% 28& 0&!
0&
20,000&
40,000&
60,000&
80,000&
100,000&
120,000&
140,000&
160,000&
April&2013&
M
ay&2013&
June&2013&
July&2013&
Aug&2013&
Sept&2013&
Oct&2013&
Nov&2013&
Dec&2013&
Jan&2014&
Feb&2014&
M
arch&2014&
Visits%
July&2013&Aug&2013&
Sept&2013&Oct&2013&Nov&2013&Dec&2013&Jan&2014&Feb&2014&
M
arch&2014&
0&
20&
40&
60&
80&
Total%Posts%
With&
Elements&
Without&
Elements&
July&2013&Aug&2013&
Sept&2013&Oct&2013&
Nov&2013&Dec&2013&Jan&2014&Feb&2014&
M
arch&2014&
0&
50&
100&
150&
200&
250&
Element%Views%and/or%Downloads%
MP3&
MP4&
MOV&
March&2014&
downloads&also&
included&3&klv&kiles&
April&2013&
M
ay&2013&
June&2013&
July&2013&
Aug&2013&
Sept&2013&
Oct&2013&
Nov&2013&
Dec&2013&
Jan&2014&
Feb&2014&
M
arch&2014&
0&
50,000&
100,000&
150,000&
Unique%Visitors%
New&
Returning&
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•  Links, Tags & MultimediaTipT
• Tips
•  “*** I definitely like all the multimedia links***”
– Arthritis Today
•  “P.S.: I like the hyperlinks” – TV News
Director
•  Common responses “I like the links, it’s nice
having additional content at my fingertips.”
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Tips: 5 Keys to a #BrandJournalism Newsroom
1.  Understand media and public needs
2.  Jump in
3.  Build on failures
4.  Be flexible
5.  Grind through it
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