My presentation to a conference called "An Executive Perspective on Social Media" presented by the Social Media Research Lab at Michigan State University.

1. Overcoming Barriers to Adoption
Mayo Clinic’s Social Media Experience
and Implications for Your Organization
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM or #SM4Execs
April 20, 2011

2. 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
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

3. Overcoming Objections
• Assertions
− “We should focus on ‘real, grown-up’ media
where we can reach the most people”
− “Employees will just waste all their time on
Facebook instead of doing their work”
• Assertions disguised as questions
− “Isn’t Facebook full of viruses?”
− “What about HIPAA?” (or other regulations)
− “What’s the ROI?”

4. One of my heroes...

8. Two More Heroes
Six Magic Words
Four Reasons Why
They’re True for You

10. “I’ll bet I
could do
that!”

13. 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

17. 2009 Brand Preference Summary
Healthcare Decision-Makers Aged 25+
Total
Mayo Clinic 13 5.4
18.4%
AMC 1 4 2.5 6.6%
AMC 2 2 1.5 4.8%
AMC 3 2 1.4 3.4%
AMC 4 2 1.1 2.8%
AMC 5 1 1.3 2.3%
AMC 6 2 0.8 2.3%
1st Mention
2009 US Consumer Brand Monitor, n=3336 Add'l Mention

18. A Brief History of Social Media
at Mayo Clinic ...

19. Mayo Clinic Medical Edge
Syndicated News Media Resources

20. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

21. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We
strongly recommend reforming our processes
to efficiently produce content that can be used
for both mass media and personalized media.
Content Creation Task Force, 7/26/2006

22. We recommend a three-phase approach. First,
take our existing products and, with minimum
incremental effort, place them in new media
formats. Second... work across teams ... to make
best use of the audio and video production
resources we have. Third, get more resources...
to produce timely or even daily content...
We have not recommended a blog strategy at
this time, primarily because we have emphasized
developing audio and video content that could
have multiple uses in both mass media and
personalized media, with relatively limited
physician involvement.

23. My First Blog Post - 7/30/06

24. Jan. ’07 - Warming to Blogging

25. Private Blog for Public Affairs

26. Free Wordpress.com option

27. Our First Social Media
Consultant: Feb. 2007

28. Executing Phase One Strategy

30. @LeeAase on Twitter: 3/13/07

31. Personally Exploring Business
Uses of Facebook - Aug. ‘07

32. Blogging an Event: Nov. 2007

33. Discovering Involuntary Social
Network Representation

34. Facebook: 11/7/07

35. A Pivotal Presentation

43. Second Consultant: Jan. 2008
“The world has voted, and we want to
watch videos on YouTube.”

44. Reclaiming YouTube: Feb. ’08

45. 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

46. @MayoClinic on Twitter: 4/29/08

47. Podcast Blog: April ’08

48. Transforming YouTube Channel
• Started with Medical Edge TV foundation
• Coca-Cola Conversation @ Blog Council

49. The $4-a-month online newsroom

53. Let’s Talk “site” - May 2008

54. Sharing Mayo Clinic - Jan. 2009

55. External Wordpress MU Platform

56. Internal Wordpress MU Platform

57. A Broader Historical Perspective...

63. Thesis #1: Air was the
original social medium

65. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

66. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100

67. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

69. #4: Social media are the
third millennium’s defining
communications trend

71. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

72. If you’re still in doubt, ask these guys:

73. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

74. The Unholy Trinity of Social
Media Delay

75. The Disruptive Power of
Amateurs and Volunteers

77. If you think blocking is a viable
long-term option...

79. Implication
• You already have most of the risks...
why not also get some of the benefits
from these powerful tools?

81. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

82. The Octogenarian Idol Story
• 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

83. The next day...

84. Six days later...

85. April 22

86. Sunday, May 3

89. May 4

90. Cinco de Mayo

91. May 10

93. May 11

94. May 12

95. May 15

96. Early Morning May 26

97. May 26, 2009: Live in Studio
Good Morning America

100. Results to Date
• More than 7.4 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

101. #12: Communications and
marketing professionals
who fail to understand
social media flirt with media
malpractice

102. #14: Strategic thinking about
social media is no substitute
for action

104. #15: You can hear a lot by
just listening

105. Listening via Tweetdeck

108. Ensuing Conversation

110. Yesterday in Grand Rapids...

111. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

112. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

113. In the European Union, based on
current exchange rates:
€0,00

114. #18: As I approaches zero,
ROI approaches infinity

117. #22: Social Media are an
essential part of a balanced
communications diet

118. Three case studies in eight minutes

119. #33: Social media will
decrease diffusion time for
research and innovations

120. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

121. Jayson Werth’s Experience

126. USA Today
Nov 12, 2009
3031031-7

128. Last Friday
3031031-9

129. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10

134. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.

135. 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.

137. 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, but no industry
grant funding
• 54 members as of this morning

138. If you’re not in health care...

139. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
at #MCCSM or #SM4Execs)
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org