Benedictine Development Symposium

Lee Aase Mayo Clinic Center for Social MediaJuly 8, 2013

Bringing the Social Media Revolution to Faith-Based Organizations

Mayo Clinic Center for Social Media• 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.

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A Catalyst for Social Media

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• >140 member organizations

Agenda• Share Snippets of Mayo Clinic’s social media

history• Increase your personal understanding, comfort

and confidence with social media

• Help you make the case for using social media or increasing your commitment

The Hidden Agenda• You will see the transformational power of social

media• You will see social platforms as tools to do your

work more effectively and efficiently

• You will believe that using social media tools is worthwhile and that you (and your organization) can do it

Disclaimers• These results not typical• Use as directed• Read and follow label directions• Side effects may include vertigo, watery eyes,

crackberry thumb and iPhone application addiction

• Social media tools are an essential part of a balanced communications diet

• If insufficient media coverage persists, consult your communications doctor

• Batteries not included• Some assembly required• Your mileage may vary

Disclosures• No financial interest in any product or service

mentioned in this presentation

• Full-time salaried employee of Mayo Clinic

Two Heroes

Six Magic Words

Four Reasons Why They’re True for You

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“I’ll bet I could do

that!”

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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

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One more bonus reason...

And still another...

One More Magic Word

The Most Important Word in Web 2.0

Intro to Today’s FREE Tools

Blogs RSS

Podcasts Social Networks

Skype YouTube

Wikis Twitter

Slideshare uStream

Intro to 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

• Create a blog at wordpress.com or blogger.com in less than a minute

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 browsers

• Free Web-based options like Feedly

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

Social Networking Sites

Wikis• Collaborative editing tools

• Wikipedia the most famous

• 3.2 million articles in English

• Definitive stories quickly on• 35W Bridge Collapse• Virginia Tech shooting• Sandy Hook shooting• Boston Marathon bombing

YouTube

• World’s second largest search engine

• Google bought for $1.65 Billion

• “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, SocialMedia.org

Slideshare.net: YouTube for PowerPoint

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A Brief History of Social Media at Mayo Clinic

Answering a burning question...

It all started with a tornado...

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Mayo Clinic’s First Social Networkers

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Social Media is part of the @MayoClinic DNA and is fundamental to health care

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Mayo Clinic Medical EdgeSyndicated News Media Resources

First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.

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

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

A Pivotal Presentation

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

@MayoClinic on Twitter: 4/29/08

Podcast Blog: April ’08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - January 2009

A Broader Historical Perspective...

Thesis #1: Air was the original social medium

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Patient Word of Mouth

2009 Patient Brand Monitor, n=900

• 91% said “good things” about Mayo Clinic after visits• Average of 43 heard “good things”

• 86% recommended Mayo Clinic• Average of 24 advised to come• Average of 6 actually came

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Sources Influencing Preferencefor Mayo Clinic

Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010

5

5

13

25

26

29

33

48

62

82Word of mouth

News stories

Hospital ratings

Internet

MD recommendation

Personal experience

Advertising

Direct mail

Social media

Insurance plan2010 study (n=119)

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

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

Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing

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

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

A Balanced Approach to Professionalism• Avoiding faux pas is important but cannot be

the only standard for judging professionalism in social media

• Professionalism is more than the absence of unprofessional conduct

• Professionals have a moral obligation to use available tools effectively on behalf of those they serve

Key Elements• All policies apply in social media, too

• Privacy• Mutual Respect• Computer use

• Generally don’t “friend” patients

• Remember the “front page” rule

Guidelines for Mayo Employees

Implication• You already have most of the risks... why not

also get some of the benefits from these powerful tools?

#9: Mass Media will remain important levers that move - and are moved by - social media buzz

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

The next day...

Six days later...

April 22

Sunday, May 3

May 4

Cinco de Mayo

May 10

May 11

May 12

May 15

Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Think like this guy...

Results to Date

• More than 8.6 million views on YouTube

• Over 1.5 million on Sharing Mayo Clinic

• From 200 views/month to 5,000 views/hour

• Validation of Thesis #26

#26: Your mileage may vary, but you’ll go a lot further if you get a car.

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

United Breaks Guitars Breaks United

#25: If your product, service or experience is remarkable enough, your customers will create content for you

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

Total Cost for Mayo Clinic Facebook, YouTube and Twitter

$0.00

In the European Union, based on current exchange rates:

€0,00

#18: As I approaches zero, ROI approaches infinity

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

#19: MacGyver is the model for social media success

The MacGyver Mindset

#22: Social media are an essential part of a balanced communications diet

Basic Social Media “Food Groups”

Blogs: The Undiscovered Territory• A blog is just an easy-to-publish Web site that

allows comments

• Blogs can match look and feel of your Web site and infuse dynamic content

• Blogs give you a social media “home base”

• Blogs give you much more control over user experience than any other social platform

Sharing Mayo Clinic/Patient Stories Example• Relevant patient stories help patients choose

Mayo Clinic

• Patient stories on MayoClinic.org were formerly freelancer-produced, relatively expensive

• Sharing Mayo Clinic - stories in patients’ own words - launched in 2009

• 2012 Project combined Sharing and legacy stories, featured on .org disease/condition pages through “Mayo Consumer Vocabulary” tagging

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Don’t Consider Social Media in Isolation• Not a silver bullet

• Seek synergy with existing means of communication

• Necessary but likely not sufficient

• Need to justify NOT using social media

Structure and Staffing• Start by finding core internal champions

• Train the trainers• Engage broader employee population

• Avoid HACK syndrome

• Let social staffing grow gradually

Structure and Staffing• Start by finding core internal champions

• Train the trainers• Engage broader employee population

• Avoid HACK syndrome

• Let social staffing grow gradually to meet needs

The most harmful TV show in U.S History?

• Married with Children?

• Baywatch?

• The Survivor series?

• The A-Team?

“Kids will take a chance. If they don’t know, they’ll have a go.”-- Sir Ken Robinson, TED 2006

#29: Your kids aren’t smarter than you are. They’re just not afraid to look dumb.

Keys to Social Media Success• Deepen your knowledge of the social tool set

• Understand the keys to social media ROI• Maintain a balanced diet

• Make MacGyver your role model

• Integrate social tools with your overall business strategy and communication/marketing projects, in keeping with your organization’s DNA

• Eschew prejudice and misconceptions, and remember that...

• Social is more than sales, PR and marketing

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• aase.lee@mayo.edu