The document discusses the importance of social media, particularly Twitter, for the Mayo Clinic, emphasizing its role in real-time communication and community engagement. It highlights the need for employees to find their voice on social media and to connect with broader audiences while maintaining integrity and transparency. The document also outlines best practices for utilizing Twitter effectively and includes assignments for participants to enhance their social media skills.

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/

15. Courtesy:
@EdBennett

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

19. Ensuing Conversation

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.

23. The next day...

24. Six Days Later...

25. 8 p.m. CDT on 4/22/09

26. The story continues...

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!)

33. Twitter Time Travel
Through Hootsuite

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”

36. @mayoclinic Profile

37. Sample Twitter Bio

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

44. Discussion