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Using Social Technology Safely
     for Family, Fun and Profit

           Lee Aase (@LeeAase)

Director, Mayo Clinic Center for Social Media
                  #MCCSM
              October 15, 2010
Agenda: An Introduction to Why
    Social Media Tools are:
• Immensely powerful
• Practical and useful
• Safe and effective when used as directed
• Free (or ridiculously inexpensive)
• and...
Six Magic Words
        and
Four Reasons Why
They’re True for You
“I’ll bet I
could do
  that!”
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
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
Intro to Social Media Tools

   Blogs            RSS

  Podcasts     Social Networks

   Skype          YouTube

   Wikis           Twitter

 Slideshare       uStream
Blogs
• Just an easy-to-publish Web site that
 allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
 even knowing it
RSS = Really Simple Syndication



• Lets you easily track dozens of blogs
 or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option
Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
 subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
 in iTunes) through SMUG
Social Networking Sites
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
  − 35W Bridge Collapse
  − Virginia Tech shooting
A museum display...
YouTube

• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
 watch videos on YouTube.” - Andy
 Sernovitz, SocialMedia.org
A Story from Twitter
Ensuing Conversation
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
#4: Social media are the
third millennium’s defining
   communications trend
Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing
#10: Social media strategies
    can’t compensate for an
inferior offering or bad service
United Breaks Guitars Breaks United
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 7 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
#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 the European Union, based on
     current exchange rates:




   €0,00
MSRP for HD Video Camera




$149.99
What’s wrong with this picture?
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
Protecting Privacy in Facebook
The most harmful TV show in
         U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?
“Kids will take a chance.
   If they don’t know,
   they’ll have a go.”
 -- Sir Ken Robinson, TED 2006
#29: Your kids aren’t smarter
 than you are. They’re just
  not afraid to look dumb.
For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter (or keep chatting
 at #MCCSM)
• aase.lee@mayo.edu

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Safe Social Media for Family, Fun and Profit

  • 1. Using Social Technology Safely for Family, Fun and Profit Lee Aase (@LeeAase) Director, Mayo Clinic Center for Social Media #MCCSM October 15, 2010
  • 2. Agenda: An Introduction to Why Social Media Tools are: • Immensely powerful • Practical and useful • Safe and effective when used as directed • Free (or ridiculously inexpensive) • and...
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  • 4. Six Magic Words and Four Reasons Why They’re True for You
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  • 6. “I’ll bet I could do that!”
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  • 9. 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
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  • 14. 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
  • 15. Intro to Social Media Tools Blogs RSS Podcasts Social Networks Skype YouTube Wikis Twitter Slideshare uStream
  • 16. Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English - Lee LeFever • You read them all the time without even knowing it
  • 17. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other Web sites without surfing • Truly opt-in “email” • RSS “baked in” to IE 7, Safari • Google Reader a free Web option
  • 18. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod to use • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac • Create your own FREE podcast (listed in iTunes) through SMUG
  • 20. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.9 million articles in English • Definitive stories quickly on − 35W Bridge Collapse − Virginia Tech shooting
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  • 23. YouTube • World’s second largest search engine • Google bought for $1.65 Billion • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org
  • 24. A Story from Twitter
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  • 41. Thesis #1: Air was the original social medium
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  • 46. 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
  • 47. 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
  • 48. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
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  • 50. #4: Social media are the third millennium’s defining communications trend
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  • 52. Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
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  • 54. #10: Social media strategies can’t compensate for an inferior offering or bad service
  • 55. United Breaks Guitars Breaks United
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  • 57. 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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  • 64. May 4
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  • 72. May 26, 2009: Live in Studio Good Morning America
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  • 75. Results to Date • More than 7 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
  • 76. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
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  • 79. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
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  • 81. In the European Union, based on current exchange rates: €0,00
  • 82. MSRP for HD Video Camera $149.99
  • 83. What’s wrong with this picture?
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  • 88. Yearly Cost for a Customized Blog $75.00
  • 89. #18: As I approaches zero, ROI approaches infinity
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  • 104. The most harmful TV show in U.S History? • Married with Children? • Baywatch? • The Survivor series? • The A-Team?
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  • 107. “Kids will take a chance. If they don’t know, they’ll have a go.” -- Sir Ken Robinson, TED 2006
  • 108. #29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.
  • 109. For Further Interaction: • Google Lee Aase or SMUG U • @LeeAase on Twitter (or keep chatting at #MCCSM) • aase.lee@mayo.edu