Practical Application of Social Media in Business and Professions
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My presentation Monday night for the Winona State University chapter of the Public Relations Student Society of America, built upon my 35 Social Media Theses but with some particular student applications.
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Practical Application of Social Media in Business and Professions
- 1. Practical Application of Social Media in Business and Professions Lee Aase Manager, Syndication and Social Media Mayo Clinic Winona State University PRSSA #WSUPRSSA January 25, 2010
- 2. Agenda โข Why is a traditional organization like Mayo Clinic involved in social media? โข Explore implications for other established organizations โข Illustrate impact of social tools โข Discuss roles social media can play in professional advancement of students, particularly those with PR/ communications focus
- 3. About Lee Aase (@LeeAase) โข B.S. Political Science โข 14 years in politics and government at local, state, national levels โข Mayo Clinic since April 2000 โ Media relations consultant โ Manager since 2004 โ Media Relations/Research Comm โ Syndication and Social Media
- 4. WSU Roots - Class of 1962
- 5. A Grandpa who appreciates the power of Facebook
- 13. Thesis #1: Air was the original social medium
- 18. Mayo Clinic and Word of Mouth โข 91 percent of patients surveyed say they have said โgood thingsโ to an average of 40 people after a Mayo visit โข 85 percent say they recommended Mayo to a friend โ Advised an average of 16 to come โ 5 actually came
- 19. 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
- 20. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
- 22. #3: The mass media era was a temporary anomaly
- 23. Evolution of Community โข Local: Pre-1930 โข National: 1930-2005, made possible by mass media โข Global: Post-2005, individuals members of multiple communities of interest without regard to geography โข Succeeding levels build upon earlier stages without completely supplanting
- 25. #4: Social media are the third millenniumโs defining communications trend
- 27. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
- 34. #10: Social media strategies canโt compensate for an inferior offering or bad service
- 35. United Breaks Guitars Breaks United
- 37. #12: Failure to understand social media = media malpractice
- 38. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 41. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
- 42. In England, based on current exchange rates: ยฃ0,00
- 43. In the European Union: โฌ0,00
- 44. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
- 49. Yearly Cost for a Customized Blog $75.00
- 50. #18: As I approaches zero, ROI approaches infinity
- 53. #19: MacGyver is the model for social media success
- 55. Mayo Clinic Medical Edge News Media Syndications
- 56. First Foray in New Media โข Existing Medical Edge radio mp3s โข Launched Sept. โ05; Downloads up 8,217 percent Oct. vs. Aug.
- 57. Step 2: More, Longer Podcasts
- 59. #20: Social media enable authentic communication if you donโt purposefully complicate things
- 60. Key Tool: Flip Video Camera* โข Affordable for all campuses (and you) โข Recording interviews (with tripod) improves existing processes โข Authenticity without writerโs cramp โข Provides potential blog resources โ Audio of full interview โ Video excerpts โข Limited group of video editors to ease adoption, ensure quality
- 62. Case Study: Simple Storytelling โข 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. โข Interviewed M.D. via Flip at 10:20 โข Edited video and had password- protected post on blog by 11:55 for pitching โข Uploaded files to YouTube channel โข WSJ Health Blog used video
- 64. #24: Compelling content is much more valuable than advertising time or space
- 65. The Octogenarian Idol Story โข Alerted to interesting video of elderly couple playing piano in Gonda atrium โข Video shot by another patient and uploaded to YouTube by her daughter โข Video had been seen 1,005 times in six preceding months since upload โข Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
- 66. The next day...
- 68. April 22
- 69. Sunday, May 3
- 72. May 4
- 73. Cinco de Mayo
- 74. May 10
- 76. May 11
- 77. May 12
- 78. May 15
- 79. Early Morning May 26
- 80. May 26, 2009: Live in Studio Good Morning America
- 82. Results to Date โข More than 5.7 million views on YouTube โข >1.4 million views on Sharing Mayo Clinic โข From 200 views/month to 5,000 views/hour โข Validation of Thesis #26
- 83. #26: Your mileage may vary, but youโll go a lot further if you get a car.
- 84. #28: Paying for advertising while not taking advantage of FREE social media tools isnโt particularly astute
- 85. A Story from Facebook...
- 89. Tamiko says... โIโve had lots of people ask me about the YouTube video and Iโve told at least 30 people they should go to Mayo. โ
- 91. Advice for PR, Communications and Marketing Students โข Get on Twitter for networking โข Get a consumer-grade video camera and start a personal YouTube channel โข Become a SMUGgle and work your way up the SMUG Social Media Pyramid
- 93. Basic Social Media โFood Groupsโ
- 94. Contact me by... โข Googling Lee Aase or SMUG U โข @LeeAase on Twitter โข aase.lee@mayo.edu