How Big Companies Use Social Media
    January 22, 2009 | Chicago

         Lee Aase
        Mayo Clinic
Mayo Clinic’s Nat...
Mayo Clinic: A Natural
 Progression in Social Media
             Lee Aase
Manager, Syndication and Social Media
          ...
Mayo Clinic’s Origin




http://tinyurl.com/32xbjx
Brand Preference
• Thinking about healthcare institutions
 such as hospitals, medical centers and
 clinics -- suppose your...
Top-of-Mind Brand Preference
                          U.S. Consumers

Mayo Clinic                    11.7

 Hospital E   ...
Sources of Information Influencing
           Preference for Mayo Clinic
     Word of mouth                               ...
Mayo Clinic Medical Edge
News Media Syndications




                           6
Mayo Clinic Social Media Progression
 • Reach people directly
    • Started with Medical Edge
    • Produce economically t...
First Foray in New Media




• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
 8,217 percent Oct. vs....
Step 2: More, Longer Podcasts




                           9
10
Step 3: podcasts.mayoclinic.org




                              11
12
YouTube Channel

• Brand study confirmed benefit
• “The world has voted, and we want
 to watch videos on YouTube.” - Andy
...
14
Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
 improves existin...
16
17
Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
   • Pitched via Facebo...
Next Step: Launching Today
     Sharing Mayo Clinic
• Gathering global Mayo community
   • Patients telling their stories
...
Where Sharing Mayo Clinic Fits

• News Blog - Breaking research news;
 “Hard” news
• Podcast Blog - Evergreen “news you
 c...
Sharing Mayo Clinic
         Content Sources
• HR/Recruitment identifying employee
 bloggers to write 2X/month
• Enhanced ...
Benefits of Sharing Mayo Clinic
     Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful pati...
23
Retroactive Roadmap and
      Philosophy for Future
• Start with current activity extensions
 or high-probability pilot
• ...
25
“Help me...help you!”
            - Tom Cruise as Jerry McGuire
• Successful examples help us all
 make social media case ...
27
Contacting Me

• Google Lee Aase to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
• aase.lee@mayo.edu


...
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BlogWell Chicago Social Media Case Study: Mayo Clinic, presented by Lee Aase

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit the event site: http://gaspedal.com/blogwell/

In his BlogWell Chicago case study presentation, "Mayo Clinic’s Natural Progression to Social Media," Lee Aase talks about how Mayo Clinic has the most powerful brand in healthcare, built over more than a century primarily through old-fashioned word of mouth recommendations from satisfied patients, and secondarily through news media stories. Lee describes how Mayo Clinic is using social media tools to cost-effectively catalyze word-of-mouth while also generating mainstream media stories, and how your company can, too.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

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BlogWell Chicago Social Media Case Study: Mayo Clinic, presented by Lee Aase

  1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Lee Aase Mayo Clinic Mayo Clinic’s Natural Progression to Social Media
  2. 2. Mayo Clinic: A Natural Progression in Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic January 22, 2009
  3. 3. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  4. 4. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment?
  5. 5. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 4
  6. 6. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 5
  7. 7. Mayo Clinic Medical Edge News Media Syndications 6
  8. 8. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit each medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa 7
  9. 9. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  10. 10. Step 2: More, Longer Podcasts 9
  11. 11. 10
  12. 12. Step 3: podcasts.mayoclinic.org 11
  13. 13. 12
  14. 14. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 13
  15. 15. 14
  16. 16. Key Tool: Flip Video Camera • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 15
  17. 17. 16
  18. 18. 17
  19. 19. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 18
  20. 20. Next Step: Launching Today Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 19
  21. 21. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news • Podcast Blog - Evergreen “news you can use” • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words 20
  22. 22. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 21
  23. 23. Benefits of Sharing Mayo Clinic Monthly Open Thread • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 22
  24. 24. 23
  25. 25. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 24
  26. 26. 25
  27. 27. “Help me...help you!” - Tom Cruise as Jerry McGuire • Successful examples help us all make social media case to leadership • Spread the word about sharing.mayoclinic.org • Blog, Tweet, retweet, post to Facebook or FriendFeed, send to specific Facebook friends/friend lists 26
  28. 28. 27
  29. 29. Contacting Me • Google Lee Aase to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 28

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