My basic presentation on social media for June-July 2011

1. Making Social Media Practical:
Applications for Transformative
Technologies
Lee Aase (@LeeAase)
Director, Mayo Clinic Center for Social Media
#MCCSM
June 17, 2011

2. 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.

3. 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
• 74 member organizations as of 6/15/11

4. One of my heroes...

6. Four More Heroes
Six Magic Words (x 2)
Four Reasons Why
They’re True for You

8. “I’ll bet I
could do
that!”

11. 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

15. 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

16. Intro to Social Media Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

17. 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

18. 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

19. 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. Social Networking Sites

21. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 3.6 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

24. A museum display...

25. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion

26. A Story from Twitter

28. Ensuing Conversation

30. Other Platforms to Consider
• Slideshare.net: YouTube for PowerPoint
and Keynote
• uStream.tv: Your own global television
channel
• Mix and Match

31. A Brief History of Social Media
at Mayo Clinic
and
Six more magic words

33. Start Small.
Think Big.
Move Fast.

34. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

36. 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

37. 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.

38. My First Blog Post - 7/30/06
Lines from Lee

39. Jan. ’07 - Warming to Blogging

40. Private Blog for Public Affairs

41. Free Wordpress.com option

42. Our First Social Media
Consultant: Feb. 2007

43. Executing Phase One Strategy

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

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

47. Blogging an Event: Nov. 2007

48. Involuntary Social Network Presence:
MySpace.com/MayoClinic

49. Facebook: 11/7/07

50. A Pivotal Presentation

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

59. Reclaiming YouTube: Feb. ’08

60. 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

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

62. Podcast Blog: April ’08

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

64. The $4-a-month online newsroom

68. Let’s Talk “site” - May 2008

69. Sharing Mayo Clinic - Jan. 2009

70. A Broader Historical Perspective...

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

78. 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

79. 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

80. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

82. #4: Social media are the
third millennium’s defining
communications trend

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

85. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity

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

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

90. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz

91. 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

92. The next day...

93. Six days later...

94. April 22

95. Sunday, May 3

98. May 4

99. Cinco de Mayo

100. May 10

102. May 11

103. May 12

104. May 15

105. Early Morning May 26

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

107. Results to Date
• More than 7.5 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

108. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

109. United Breaks Guitars Breaks United

110. #38: Social media raise the
cost of bad behavior
because they make it more
likely misdeeds will be
discovered sooner

112. #12: Communications and
marketing professionals
who fail to understand
social media flirt with media
malpractice

113. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

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

117. #18: As I approaches zero,
ROI approaches infinity

120. #22: Social Media are an
essential part of a balanced
communications diet

122. #28: Paying for advertising
while not taking advantage
of free online opportunities
isn’t particularly astute

123. #33: Social media will
decrease diffusion time for
research and innovations

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

125. Jayson Werth’s Experience

130. USA Today
Nov 12, 2009
3031031-7

132. Last Friday
3031031-9

133. 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

138. #34: Challenges of
introducing social media in
your work are not unique

139. 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

140. 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.

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