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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
Agenda
• Why is a traditional organization like
 Mayo Clinic involved in social media?
• Explore implications for other
 established organizations
• Illustrate impact of social tools
• Discuss roles social media can play in
 professional advancement of students,
 particularly those with PR/
 communications focus
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
WSU Roots - Class of 1962
A Grandpa who appreciates the
     power of Facebook
Thesis #1: Air was the
original social medium
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
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
#2: Electronic tools merely
  facilitate broader, more
 efficient transmission by
  overcoming inertia and
            friction
#3: The mass media era was
    a temporary anomaly
Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
 mass media
• Global: Post-2005, individuals members
 of multiple communities of interest
 without regard to geography
• Succeeding levels build upon earlier
 stages without completely supplanting
#4: Social media are the
third millennium’s defining
   communications trend
#9: Mass media will remain
powerful levers that move --
 and are moved by -- social
        media buzz.
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
#12: Failure to understand
  social media = media
       malpractice
#17: Social media are free in
 any ordinary sense of the
word (or at least ridiculously
       inexpensive)
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter




  $0.00
In England, based on current
      exchange rates:




 £0,00
In the European Union:




€0,00
Cost for a Standard Definition
      Flip Video Camera




$149.99
   HD available for an additional $50
podcasts.mayoclinic.org
newsblog.mayoclinic.org
sharing.mayoclinic.org
Yearly Cost for a
 Customized Blog




$75.00
#18: As I approaches zero,
 ROI approaches infinity
#19: MacGyver is the model
 for social media success
The MacGyver Mindset
Mayo Clinic Medical Edge
News Media Syndications
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs. Aug.
Step 2: More, Longer Podcasts
#20: Social media enable
authentic communication if
  you don’t purposefully
    complicate things
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
Case Study: Simple Storytelling

• 8:45 a.m. Colleague mentions article
 coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video and had password-
 protected post on blog by 11:55 for
 pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video
#24: Compelling content is
 much more valuable than
 advertising time or space
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
The next day...
Six days later...
April 22
Sunday, May 3
May 4
Cinco de Mayo
May 10
May 11
May 12
May 15
Early Morning May 26
May 26, 2009: Live in Studio
  Good Morning America
Results to Date

• More than 5.7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26
#26: Your mileage may vary,
 but you’ll go a lot further if
       you get a car.
#28: Paying for advertising
while not taking advantage
of FREE social media tools
  isn’t particularly astute
A Story from Facebook...
Tamiko says...

“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to Mayo. ”
Advice for PR, Communications
   and Marketing Students
• Get on Twitter for networking
• Get a consumer-grade video camera
 and start a personal YouTube channel
• Become a SMUGgle and work your way
 up the SMUG Social Media Pyramid
Basic Social Media “Food Groups”
Contact me by...

• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu

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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 • Why is a traditional organization like Mayo Clinic involved in social media? • Explore implications for other established organizations • Illustrate impact of social tools • Discuss roles social media can play in professional advancement of students, particularly those with PR/ communications focus
  • 3. 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
  • 4. WSU Roots - Class of 1962
  • 5. A Grandpa who appreciates the power of Facebook
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  • 13. Thesis #1: Air was the original social medium
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  • 18. 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
  • 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
  • 21.
  • 22. #3: The mass media era was a temporary anomaly
  • 23. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
  • 24.
  • 25. #4: Social media are the third millennium’s defining communications trend
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  • 27. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
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  • 34. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 35. United Breaks Guitars Breaks United
  • 36.
  • 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)
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  • 41. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
  • 42. In England, based on current exchange rates: £0,00
  • 43. In the European Union: €0,00
  • 44. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
  • 45.
  • 49. Yearly Cost for a Customized Blog $75.00
  • 50. #18: As I approaches zero, ROI approaches infinity
  • 51.
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  • 53. #19: MacGyver is the model for social media success
  • 55. Mayo Clinic Medical Edge News Media Syndications
  • 56. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  • 57. Step 2: More, Longer Podcasts
  • 58.
  • 59. #20: Social media enable authentic communication if you don’t purposefully complicate things
  • 60. 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
  • 61.
  • 62. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
  • 63.
  • 64. #24: Compelling content is much more valuable than advertising time or space
  • 65. 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
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  • 72. May 4
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  • 80. May 26, 2009: Live in Studio Good Morning America
  • 81.
  • 82. Results to Date • More than 5.7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
  • 83. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
  • 84. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
  • 85. A Story from Facebook...
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  • 89. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
  • 90.
  • 91. Advice for PR, Communications and Marketing Students • Get on Twitter for networking • Get a consumer-grade video camera and start a personal YouTube channel • Become a SMUGgle and work your way up the SMUG Social Media Pyramid
  • 92.
  • 93. Basic Social Media “Food Groups”
  • 94. Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu