Integrating Social Media and Mass Media for Maximum PR and Marketing Results
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June 16, 2009 presentation to Healthcare New Media Marketing Conference in Phoenix. For more information, go to http://social-media-university-global.org/
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Integrating Social Media and Mass Media for Maximum PR and Marketing Results
- 1. Integrating Social Media and Mass Media for Maximum PR and Marketing Results Lee Aase Manager, Syndication and Social Media Mayo Clinic Healthcare New Media Marketing Conference Phoenix June 16, 2009
- 2. 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 2
- 3. Behold the power of Facebook... • Evelyn’s existence • Video to her grandparents 3
- 4. Disclaimers • These results not 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 • Your mileage may vary 4
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- 8. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
- 9. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 9
- 10. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 10
- 11. Mayo Clinic Medical Edge News Media Syndications 11
- 12. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend • Advised an average of 16 to come • 5 actually came 12
- 13. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 13
- 14. Developing a MacGyver Mindset 14
- 15. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 16. Step 2: More, Longer Podcasts 16
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- 21. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 21
- 22. Key Tool: Flip Video Camera • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 22
- 23. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 23
- 24. HD: Worth the Investment 24
- 25. podcasts.mayoclinic.org 25
- 26. newsblog.mayoclinic.org 26
- 27. Next Step: Launched 1/22/2009 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 27
- 28. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 28
- 29. sharing.mayoclinic.org 29
- 30. Benefits of Comment Threads • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 30
- 31. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news - Like U.S News, Time • Podcast Blog - Evergreen “news you can use” - Like Prevention • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words - Like People 31
- 32. Total Yearly Cost for Three Customized Blogs $165.00 32
- 33. Sharing Some Stories... 33
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- 35. Affirming our Employees Dear staff, This 4 minute video actually made me tear up…the patients mentioning our Judd Sessions, classes and pamphlets…in relation to their satisfaction with their care. How wonderful to hear. The patient/family testimonials reminded me how we are making a difference through patient education in the lives of our patients/families. 35
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- 37. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typically purchased from a Vendor • Costly - up to $10,000 + monthly fee • Password-Protected Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 37
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- 39. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 39
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- 41. And just last Friday... 41
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- 44. Don’t (just) pitch the media. Be the media. 44
- 45. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of 90 y.o. couple playing piano in Gonda atrium • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09 • Video had been seen 1,005 times in six preceding months since upload 45
- 46. The next day... 46
- 47. Six days later... 47
- 48. April 22 48
- 49. Sunday, May 3 49
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- 52. May 4 52
- 53. Cinco de Mayo 53
- 54. May 6 54
- 55. Thursday, May 7 55
- 56. May 10 56
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- 58. May 11 58
- 59. May 15 59
- 60. Early Morning May 26 60
- 61. May 26, 2009: Live in Studio Good Morning America 61
- 62. A sampling of the comments... 62
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- 67. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 67
- 68. Summary • Twitter, Facebook, YouTube: $0 • Sharing Mayo Clinic blog: $75 • Bringing joy to the world through music: Priceless 68
- 69. Immense Potential • Marketing we couldn’t afford to buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 69
- 70. For Continuing Education ... 70
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- 72. Contacting Me • Google Lee Aase or SMUG U to find Social Media University, Global • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 72