This document discusses engaging key stakeholders through social media. It provides an overview of changing media landscapes with newspaper layoffs and buyouts. It then discusses various social media platforms like blogs, podcasts, RSS, social networking sites, wikis, and YouTube. The document also discusses Mayo Clinic's use of various platforms like their medical edge syndication and news clips blog. It concludes by offering practical advice on how to use social media for business needs and getting started, while addressing data security concerns.
8. Chicago Tribune
Values
• 2000: Buys LA Times
for $8 billion
• 2007: Sam Zell buys
Tribune (with Times) for
$8.2 billion
9. Media Values
• Wall Street Journal = $5 billion
• Chicago Tribune = $8 billion
• Star Tribune = $0.53 billion
• Total for all 3 < Facebook
($240 million for 1.6 percent)
10. Facebook Growth
• > 65 million active users
• Growing an average of 250,000/day
since Jan. ‘07, or 3 percent/week.
• Active users doubling every 6 months
• > half outside of college
• > half visit site daily and average 20
minutes/day of use
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17. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech Massacre
19. YouTube
• How the world shares videos
• Google bought for $1.65 billion
20. Mayo Clinic Medical Edge Syndications
Foundation for Starting Social Media
• Television -- Weekly :90 news insert
• NWA World Traveler - monthly column
• Radio -- Daily :60
• Newspaper Column
• Twice-weekly Q & A syndicated through TMS
• Chicago Tribune, Seattle Post-Intelligencer,
Newsday among largest papers
•St. Cloud Times, Rochester Post-Bulletin in MN
• Samples at mayoclinic.org/medical-edge
21. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched September 2005
22. Summary of Results
• Peaked at #29 in Top 100 List
• Increased average daily visits to
radio pages from 764 to 1,661 (117
percent) vs. last month without
podcast
• Increased mp3 downloads from 891
to 74,105 (8,217 percent) August vs.
October
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25. Getting Started with Blogging
• Personal blog since July ’06
• Asked to Develop Public Affairs
Department blog in Dec. ’06
• How do you do it without IT Support?
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30. Blogging Challenges
• What if I don’t remember to go to the
blog?
• External RSS aggregators can’t
reach behind firewall
• Email reminders/digests necessary
• Managing access with open source
platform is complicated
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31. Wikis
• Variable experience with Pilot
• Some teams building plans
collaboratively
• Others more traditional Word/
track changes mode
• Lack of WYSIWYG is barrier
• Advantage is easy linkage from
blog for reference
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33. Facebook Developments
• Now allowing institutions and brands
to develop Pages (as of 11/6/07)
• Users become “fans” of brands, and
affinity is displayed on profiles
• Strong opportunity to amplify word-
of-mouth marketing with
demographically targeted ads
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36. How can you practically use social
media to meet business needs?
• Blog or Facebook for Crisis
Communications, support groups,
employee communications
• Facebook fan page, ads, secret groups
• Twitter to activate crisis team
• Wikis for collaborative editing
• Podcasts internally or externally
• YouTube
• Anything you’ve seen from Mayo examples
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37. How can you get started?
• Get a FREE RSS reader, subscibe to feeds
• Get iTunes (FREE), subscribe to podcasts
• Start a FREE personal blog
• Open a FREE YouTube account and
upload a video
• Try Flickr or another FREE photo service
• Get Audacity to record audio FREE
• Open a FREE profile on Facebook and
“friend” me
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38. What about data security?
• See Facebook Hacker Challenge
• Don’t put bank account or HIPAA
information on outside-the-
firewall sites
• Don’t publicize existence of your
secret sites.
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39. Don’t Go it Alone: Get SMUG
Social Media University, Global
• Origins in “12-Step Program” and
Facebook 101 seminar
• Social media for lifelong learners
• Free Tuition (Room & Board not incl.)
• Google Lee Aase or SMUG University
to audit classes, apply for admission
• Established Jan. 24, 2008
• social-media-university-global.org
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