The document discusses the evolving role of social media in advocacy campaigns, emphasizing that contemporary tools enhance the efficiency of traditional communication methods. It highlights the importance of personal experience with social media, actionable steps for individuals, and the cost-effectiveness of using these tools for outreach. Additionally, it notes that while social media is transformative, mass media remains a significant force in shaping public opinion.

1. Social Media: Tricks of the Trade for
Advocacy Campaigns
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
American Heart Association
#AHAChat
December 1, 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

3. Today’s Main Points
• “Social Media” aren’t really new: what’s
new is the power of today’s tools
• Social media tools help you do your
existing work more efficiently and
effectively
• Get personal experience with the tools
and then use what you’ve learned to
collaborate effectively
• A way of thinking vs. cookie cutters

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

12. 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

13. 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

14. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

16. #4: Social media are the
third millennium’s defining
communications trend

18. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.

24. #14: Strategic thinking about
social media is no substitute
for action

25. Tips on Personal Steps to Explore
• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3G S?)
• Create a personal YouTube account
• Start a personal Blog

26. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

34. In England, based on current
exchange rates:
£0,00

35. In the European Union:
€0,00

36. Cost for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

37. podcasts.mayoclinic.org

38. newsblog.mayoclinic.org

39. sharing.mayoclinic.org

40. Yearly Cost for a
Customized Blog
$75.00

42. #18: As I approaches zero,
ROI approaches infinity

45. #19: MacGyver is the model
for social media success

46. The MacGyver Mindset

48. Mayo Clinic Medical Edge
News Media Syndications

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

50. Step 2: More, Longer Podcasts

52. #33: Social media will
decrease diffusion time for
research and innovations

54. Thesis 9 and 33 Combined!

55. Mayo Clinic/USA Today
#kidsflu Twitter chat

56. #34: Challenges of
introducing social media in
healthcare are not unique

57. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
and TI Prescription - Clayton Christensen

58. #35: Social technologies will
transform healthcare

60. How can AHA take advantage of
the social media revolution?

62. To contact me...
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #AHAchat
(Twitter) or via SMUG comments