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Twitter 152: Tweetcamp III
               Lee Aase
               Manager
     Syndication and Social Media
              Mayo Clinic
Why Social Media for
    Mayo Clinic?
#1 Preference among U.S. adults for
diagnosis and treatment of serious
medical conditions: Mayo Clinic
#1 info source influencing preference:
Recommendation from a friend, MD; #2
source is news media stories
Social media = WOM in 21st Century
Social media ascending on media landscape
Why Twitter? Why Tweetcamp?
  Why Open to the World?
 Innovation in Mayo’s DNA for > 100 years

   Medical Record, Cortisone, Joint Replacements

   Heart-Lung Bypass, CT Scanner, MRI

 Sharing With, Learning from Others also in Mayo DNA

   Dr. Will and Dr. Charlie via Train, Boat

   Twitter, social media are powerful tools for much
   faster, broader exchanges

   Outside participants help show power of Twitter
Today’s Goals
You will better understand social media, with
Twitter as a prime example

You will see, share applications for your work

For Mayo Employees: You will learn how to
connect with interested communities to

  Listen and learn

  Improve relevance, broaden use of content

For everyone: You will find your “voice”
Don’t Be “That Guy”

Social media are NOT just another way to push out
your same old advertising messages

The Law of Large Numbers vs. Dinner Party Rule

Implications:

  Give more than you take

  Be real and transparent

  Act with Integrity
Tweetcamp III
Stephen Covey’s “8th Habit”:
Going Beyond Effectiveness to Greatness




   “Find your voice and inspire
      others to find theirs.”
The “8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and
I ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more
resourcefulness than their present jobs require or even allow them to
use?” Literally, almost everyone raises their hands…. Think of the loss
of what we could call “voice,” of people’s intelligence, capability,
creativity. And yet I can ask the next question: … “How many feel
pressured to produce more for less?” and you know what, the same
amount of hands go up.

Now just put those two questions together: Here there’s this
enormous capability and talent and intelligence, and also this great
pressure to produce more for less, and they’re not able to even use it.

                                                       -- Stephen Covey
Expectations
This is an opportunity for you to find your voice.

This is NOT “another thing to do” and is NOT a
new job expectation for your annual review

DO listen and participate for the next 30 minutes,
then complete the basic assignments

If social media opportunities don’t seem at least a
little interesting and exciting, feel free to return
to your regularly scheduled programming.
Twitter vs. Facebook
Facebook is primarily for
strengthening existing
connections (or re-establishing
former ones.) For your friends.
Twitter enables you to connect
with people who have common
interests. For the friends you
don’t know yet.
Twitter vs. Blogs
Twitter is a micro-blogging platform.

Limited length reduces writer’s/artist’s block

Blogs provide opportunity for more thoughtful
reflection and development

  Tweeting = great way to take notes on a live
  event AND spread word about it

  Blog = platform for review/synthesis

Twitter = great for spreading word about posts
Assignments for Virtual,
Non-Mayo Participants
 Introduce yourself with a tweet that
 includes your employer name, your
 city and the hashtag #tweetcamp3
 Alternate: http://tweetchat.com/
 room/tweetcamp3
 Continue to tweet any questions or
 comments using the same hashtag
5 Reasons Twitter is
      Better than Email
“Brevity is the soul of wit” - and of Twitter

No expectation to read and respond to everything

Conversations open and discoverable

Direct messages can reach recipients with priority

Blocking or unfollowing punishes abuses
More Reasons to Care
Twitter users grew 752 percent in 2008

18.2 million unique users in May

Whether Twitter remains the “hot” platform
or not, this type of communication tool will
grow in importance

Ed Bennett’s list had 132 hospitals with
Twitter accounts 4/15/09, 213 on 6/15/09
http://ebennett.org/hsnl/
Courtesy:
@EdBennett
So what can you say in
140 Characters anyway?
Case Studies, a.k.a. A Series
  of Serendipitous Events
Case Study #1: Listening
Ensuing Conversation
Case Study #2: Tweetup
         in Baltimore
         Me: Are you based in Baltimore?


Me: I’m going to be there Tuesday for this conference.
 (asae.center.or/hcc) on a panel RU available late pm?


Me: I’m flying out Tues at 6:45 p.m. Any avail in the later
    afternoon? I think my panel is done about 2:30
Case Study #3:
           Journalist Interactions

 Me: Not sure when I’m next in TC...will check when I get back home later tonight




Me: As per my call, I have a good social media day that would connect with another
           interesting story. Call 507-266-2442 or my cell 507-xxx-xxxx
Case Study #4:
Contributing to Virality
 Alerted to interesting video of older couple
 playing piano in Gonda atrium.

 http://www.youtube.com/watch?v=RI-l0tK8Ok0

 Embedded in Sharing Mayo Clinic, posted to
 Mayo Clinic Facebook page, and Tweeted

 1,005 views in six months up to 4/8/09.
The next day...
Six Days Later...
8 p.m. CDT on 4/22/09
The story continues...
Tweetcamp III
Twitter Hashtags
Enable easy gathering, especially around an event
(real-life or virtual), such as:

  #journchat
  #hcsm
  #hcmktg
  #transformhealth09

Follow in search.twitter.com - try searching for
#tweetcamp3 now! Or log into room on
Tweetchat.com

Create a hashtag simply by using it in a tweet
Twitter Event Example:
Tweetcamp III (#tweetcamp3)
 Promoted externally only through Twitter, blogs,
 Facebook - starting Friday at 1 p.m. CDT

 Blog post Friday with some tweets

 Webcast test Saturday on uStream

 Facebook message to SMUGgles and wall post Sun

 Tweets Sunday night and Monday morning
Using Twitter with Yammer
 Yammer = Twitter for Enterprise
 Adding #yam tag to Tweets can import
 to Yammer
 See Yammer curriculum for more
 background: http://bit.ly/dKPP0
 One tweet to share externally and
 internally
Yammering via Twitter



Less than a minute later, on Yammer:
The Twitter API
A toolkit other programmers can use to create
useful services based on Twitter

Examples include:

  TwitPic.com (and many others) for sharing photos

  Phone applications (e.g. Twitterific, Twittelator,
  Tweetie, Twitterberry) and Desktop clients (e.g.
  Tweetdeck, Twhirl, Tweetie)

  Hootsuite.com to schedule tweets

  Hundreds of others (tweet your favorites and
  their functions w/#tweetcamp3 hashtag, please!)
Twitter Time Travel
Through Hootsuite
Building “Tweet Cred”
Consider following those who follow you. Following
does not mean endorsement

Keep it person-al: Automatic direct messages to new
followers miss the point. Don’t “Protect” updates

When people mention you, reply (@) to them. If
they D, respond in kind.

Re-Tweet (RT) to credit sources, help followers find
interesting tweeters.

Publicly thank those who help you. Admit mistakes.

Don’t conceal work affiliation
Mayo Clinic’s Evolving
    “Follow” Policy
At first @mayoclinic didn’t follow anyone

Then started following other medical providers

But only people we follow can send direct messages,
so we began adding “non-salesy” tweeters

New approach: Follow followers who show they
want to be followed by sending a tweet saying:
“@mayoclinic please follow”
@mayoclinic Profile
Sample Twitter Bio
How I Monitor and
 Respond in Twitter
Two accounts: @leeaase and @mayoclinic

Use Tweetdeck, with panes for

  All Friends
  “Top Tweeps”
  Mentions of @leeaase, @mayoclinic
  Direct messages to @leeaase, @mayoclinic
  Search (“Mayo Clinic” or mayoclinic)
  Hashtags like #hcsm, #hcmktg
My Twitter Priorities
Following 1,000+ in two accounts = Fire Hose

Particular emphasis on Replies, Directs and
tweets mentioning Mayo Clinic

Scan “All Friends” as able, but no guilt trip

As tweeps say interesting things or interact,
add to “Top Tweeps”
Tweetcamp III
Finding “Tweeps”
Search for terms that interest you on
search.twitter.com

  See who is saying interesting things

  Follow them

Try services like http://mrtweet.com/
and http://www.twellow.com/

Start tweeting so others can find you
Assignments
Sign up for Twitter if you haven’t yet, and set up
your account to conform to Mayo guidelines

Follow @leeaase, @mayoclinic & @EdBennett,
branching from there

Get a desktop client like Tweetdeck or Twhirl

Start spending 15 minutes a day listening, following,
re-tweeting and tweeting

See “10 Ways You Can Use Mayo Clinic’s Social Media
Tools” - http://bit.ly/43Sbqc

See full Twitter curriculum http://bit.ly/gt8p
For Extra Credit


Join in #transformhealth09, and send out some
tweets to help spread the word, such as:

  @mayoclinic to hold #transformhealth09 Sept.
  13-15. Help transform how #healthcare is
  delivered, experienced http://bit.ly/abVpS
Discussion

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Tweetcamp III

  • 1. Twitter 152: Tweetcamp III Lee Aase Manager Syndication and Social Media Mayo Clinic
  • 2. Why Social Media for Mayo Clinic? #1 Preference among U.S. adults for diagnosis and treatment of serious medical conditions: Mayo Clinic #1 info source influencing preference: Recommendation from a friend, MD; #2 source is news media stories Social media = WOM in 21st Century Social media ascending on media landscape
  • 3. Why Twitter? Why Tweetcamp? Why Open to the World? Innovation in Mayo’s DNA for > 100 years Medical Record, Cortisone, Joint Replacements Heart-Lung Bypass, CT Scanner, MRI Sharing With, Learning from Others also in Mayo DNA Dr. Will and Dr. Charlie via Train, Boat Twitter, social media are powerful tools for much faster, broader exchanges Outside participants help show power of Twitter
  • 4. Today’s Goals You will better understand social media, with Twitter as a prime example You will see, share applications for your work For Mayo Employees: You will learn how to connect with interested communities to Listen and learn Improve relevance, broaden use of content For everyone: You will find your “voice”
  • 5. Don’t Be “That Guy” Social media are NOT just another way to push out your same old advertising messages The Law of Large Numbers vs. Dinner Party Rule Implications: Give more than you take Be real and transparent Act with Integrity
  • 7. Stephen Covey’s “8th Habit”: Going Beyond Effectiveness to Greatness “Find your voice and inspire others to find theirs.”
  • 8. The “8th Habit” Opportunity I can go to any group, and I do it all the time, all over the world, and I ask a simple question: “How many honestly believe that the vast majority of the workforce in your organizations possess more talent, more intelligence, more capability, more creativity, more resourcefulness than their present jobs require or even allow them to use?” Literally, almost everyone raises their hands…. Think of the loss of what we could call “voice,” of people’s intelligence, capability, creativity. And yet I can ask the next question: … “How many feel pressured to produce more for less?” and you know what, the same amount of hands go up. Now just put those two questions together: Here there’s this enormous capability and talent and intelligence, and also this great pressure to produce more for less, and they’re not able to even use it. -- Stephen Covey
  • 9. Expectations This is an opportunity for you to find your voice. This is NOT “another thing to do” and is NOT a new job expectation for your annual review DO listen and participate for the next 30 minutes, then complete the basic assignments If social media opportunities don’t seem at least a little interesting and exciting, feel free to return to your regularly scheduled programming.
  • 10. Twitter vs. Facebook Facebook is primarily for strengthening existing connections (or re-establishing former ones.) For your friends. Twitter enables you to connect with people who have common interests. For the friends you don’t know yet.
  • 11. Twitter vs. Blogs Twitter is a micro-blogging platform. Limited length reduces writer’s/artist’s block Blogs provide opportunity for more thoughtful reflection and development Tweeting = great way to take notes on a live event AND spread word about it Blog = platform for review/synthesis Twitter = great for spreading word about posts
  • 12. Assignments for Virtual, Non-Mayo Participants Introduce yourself with a tweet that includes your employer name, your city and the hashtag #tweetcamp3 Alternate: http://tweetchat.com/ room/tweetcamp3 Continue to tweet any questions or comments using the same hashtag
  • 13. 5 Reasons Twitter is Better than Email “Brevity is the soul of wit” - and of Twitter No expectation to read and respond to everything Conversations open and discoverable Direct messages can reach recipients with priority Blocking or unfollowing punishes abuses
  • 14. More Reasons to Care Twitter users grew 752 percent in 2008 18.2 million unique users in May Whether Twitter remains the “hot” platform or not, this type of communication tool will grow in importance Ed Bennett’s list had 132 hospitals with Twitter accounts 4/15/09, 213 on 6/15/09 http://ebennett.org/hsnl/
  • 16. So what can you say in 140 Characters anyway?
  • 17. Case Studies, a.k.a. A Series of Serendipitous Events
  • 18. Case Study #1: Listening
  • 20. Case Study #2: Tweetup in Baltimore Me: Are you based in Baltimore? Me: I’m going to be there Tuesday for this conference. (asae.center.or/hcc) on a panel RU available late pm? Me: I’m flying out Tues at 6:45 p.m. Any avail in the later afternoon? I think my panel is done about 2:30
  • 21. Case Study #3: Journalist Interactions Me: Not sure when I’m next in TC...will check when I get back home later tonight Me: As per my call, I have a good social media day that would connect with another interesting story. Call 507-266-2442 or my cell 507-xxx-xxxx
  • 22. Case Study #4: Contributing to Virality Alerted to interesting video of older couple playing piano in Gonda atrium. http://www.youtube.com/watch?v=RI-l0tK8Ok0 Embedded in Sharing Mayo Clinic, posted to Mayo Clinic Facebook page, and Tweeted 1,005 views in six months up to 4/8/09.
  • 25. 8 p.m. CDT on 4/22/09
  • 28. Twitter Hashtags Enable easy gathering, especially around an event (real-life or virtual), such as: #journchat #hcsm #hcmktg #transformhealth09 Follow in search.twitter.com - try searching for #tweetcamp3 now! Or log into room on Tweetchat.com Create a hashtag simply by using it in a tweet
  • 29. Twitter Event Example: Tweetcamp III (#tweetcamp3) Promoted externally only through Twitter, blogs, Facebook - starting Friday at 1 p.m. CDT Blog post Friday with some tweets Webcast test Saturday on uStream Facebook message to SMUGgles and wall post Sun Tweets Sunday night and Monday morning
  • 30. Using Twitter with Yammer Yammer = Twitter for Enterprise Adding #yam tag to Tweets can import to Yammer See Yammer curriculum for more background: http://bit.ly/dKPP0 One tweet to share externally and internally
  • 31. Yammering via Twitter Less than a minute later, on Yammer:
  • 32. The Twitter API A toolkit other programmers can use to create useful services based on Twitter Examples include: TwitPic.com (and many others) for sharing photos Phone applications (e.g. Twitterific, Twittelator, Tweetie, Twitterberry) and Desktop clients (e.g. Tweetdeck, Twhirl, Tweetie) Hootsuite.com to schedule tweets Hundreds of others (tweet your favorites and their functions w/#tweetcamp3 hashtag, please!)
  • 34. Building “Tweet Cred” Consider following those who follow you. Following does not mean endorsement Keep it person-al: Automatic direct messages to new followers miss the point. Don’t “Protect” updates When people mention you, reply (@) to them. If they D, respond in kind. Re-Tweet (RT) to credit sources, help followers find interesting tweeters. Publicly thank those who help you. Admit mistakes. Don’t conceal work affiliation
  • 35. Mayo Clinic’s Evolving “Follow” Policy At first @mayoclinic didn’t follow anyone Then started following other medical providers But only people we follow can send direct messages, so we began adding “non-salesy” tweeters New approach: Follow followers who show they want to be followed by sending a tweet saying: “@mayoclinic please follow”
  • 38. How I Monitor and Respond in Twitter Two accounts: @leeaase and @mayoclinic Use Tweetdeck, with panes for All Friends “Top Tweeps” Mentions of @leeaase, @mayoclinic Direct messages to @leeaase, @mayoclinic Search (“Mayo Clinic” or mayoclinic) Hashtags like #hcsm, #hcmktg
  • 39. My Twitter Priorities Following 1,000+ in two accounts = Fire Hose Particular emphasis on Replies, Directs and tweets mentioning Mayo Clinic Scan “All Friends” as able, but no guilt trip As tweeps say interesting things or interact, add to “Top Tweeps”
  • 41. Finding “Tweeps” Search for terms that interest you on search.twitter.com See who is saying interesting things Follow them Try services like http://mrtweet.com/ and http://www.twellow.com/ Start tweeting so others can find you
  • 42. Assignments Sign up for Twitter if you haven’t yet, and set up your account to conform to Mayo guidelines Follow @leeaase, @mayoclinic & @EdBennett, branching from there Get a desktop client like Tweetdeck or Twhirl Start spending 15 minutes a day listening, following, re-tweeting and tweeting See “10 Ways You Can Use Mayo Clinic’s Social Media Tools” - http://bit.ly/43Sbqc See full Twitter curriculum http://bit.ly/gt8p
  • 43. For Extra Credit Join in #transformhealth09, and send out some tweets to help spread the word, such as: @mayoclinic to hold #transformhealth09 Sept. 13-15. Help transform how #healthcare is delivered, experienced http://bit.ly/abVpS