This document summarizes a Tweetcamp training session on using Twitter. It began as internal training for Mayo Clinic employees but was opened to others to share more widely. The goals were to help participants better understand social media using Twitter as an example, see applications for their work, and find their voice by connecting with interested communities. Assignments involved setting up Twitter accounts, following relevant accounts, and spending time each day listening, engaging, and tweeting. Case studies showed how Twitter can enable serendipitous connections and conversations. Guidelines were provided on building credibility through following, retweeting, responding to mentions and direct messages, and thanking helpful people.

1. Tweetcamp (#tweetcamp):
Twitter Basic Training
Lee Aase (@LeeAase)
Randy Schwarz (@RandySchwarz)
Mayo Clinic Center for Social Media
May 9, 2011

2. History, Goals of Tweetcamp
• Began as training opportunity for Mayo
Clinic employees
• Consistent with Mayo Clinic’s history
• Opening to the world makes experience
even more valuable for Mayo employees
• Consistent with goals of Mayo Clinic
Center for Social Media and Social Media
Health Network

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, Learning from Others is Mayo value
− Dr. Will and Dr. Charlie via Train, Boat
− Twitter, social media are powerful tools for
much faster, broader exchanges

4. Mayo Clinic Center for Social Media
• Mission: Lead the social media revolution
in health care, contributing to health and
well being for people everywhere
− Grow social media use by Mayo Clinic
− Create resources for use at Mayo Clinic
that can be shared with organizations
wanting to use social media in health and
health care

6. Social Media Health Network
• Membership group associated with Mayo
Clinic Center for Social Media
• Open to organizations and individuals
wanting to use social media to improve
health and health care
• Dues based on organization revenues
• Industry members, but no industry grant
funding
• 62 Network members as of this morning

7. 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”

8. A Step Beyond 7 Habits

9. “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

10. Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness
“Find your voice and inspire
others to find theirs”

12. 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

16. 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 45
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.

17. 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.

18. 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

19. Assignments for Virtual, Non-
Mayo Participants
• Introduce yourself with a tweet that
includes your city and the hashtag
#tweetcamp (and optionally your
employer name)
• Continue to tweet any questions or
comments using the same hashtag

20. 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

21. So what can you say in 140
Characters anyway?

22. Case Studies:
A Series of Serendipitous Events

23. Case Study #1: Listening

24. Ensuing Conversation

26. Case Study #2: Baltimore Tweetup
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

27. 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-xxx-xxxx or my cell 507-xxx-xxxx

28. Twitter Hashtags
• Enable easy gathering, especially around
an event (real-life or virtual), such as:
− #hcsm
− #hcmktg
− #mayoragan
− #MCCSM
− #tweetcamp
• Create a hashtag simply by using it in a
tweet: no permission required

30. #wristpain and #MayoUSAToday
• Twitter chat relating to story on Jayson
Werth in USA Today on #wristpain
• Suggested Twitter chat with Dr. Richard
Berger to give readers more info
• Led to ongoing #MayoUSAToday series

33. Last Friday
3031031-9

34. 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

36. The Twitter API
• A toolkit other programmers can use to
create useful services based on Twitter
• Examples include:
− TwitPic.com (and others) for sharing photos
− Phone applications (e.g. Twitterific, Twittelator,
Tweetie, Twitterberry) and Desktop clients
(e.g. Tweetdeck)
− Hootsuite.com, CoTweet.com to schedule
tweets and manage
− Hundreds of others (tweet your favorites and
their functions with #tweetcamp hashtag)

37. Twitter Time Travel Through
Hootsuite, CoTweet, Tweetdeck

38. 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

39. 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”

40. @mayoclinic Profile

41. Sample Twitter Bio

42. How I Monitor & 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

43. 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”

45. Finding “Tweeps”
• Search for terms that interest you on
Twitter
−See who is saying interesting things
−Follow them
• See Twitter’s recommendations
• Try services like http://mrtweet.com/
and http://www.twellow.com/
• Start tweeting so others can find you

46. Assignments
• Sign up for Twitter if you haven’t yet, and set
up your account to conform to Mayo
guidelines
• Follow @leeaase, @mayoclinic & lists like
http://twitter.com/#!/list/LeeAase/mccsm-advisors
• 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
• If you have a smart phone, get a Twitter app

47. Discussion
Tweet questions, comments to
#tweetcamp