Lee Aase Chancellor, Social Media University, Global (SMUG)

February 18, 2014

Social Media 101: What’s All the Fuss?

Agenda

• Overview of ways in which social networking and social media are transforming society

• Introduction to useful social media tools

• Review of Mayo Clinic’s history in social networking and experience in social media

• Historical context on the changing media landscape

• Guidelines for personal engagement and encouragement to explore

Today’s Presentation is brought to you by the number

0

The Most Important Word in Web 2.0

Bringing Hope to the Mediocre

About Lee Aase (@LeeAase)• BS, Political Science, Mankato State University

• 14 years in politics and government at local, state, national levels

• Mayo Clinic since April 2000

• Media relations consultant

• Manager (2003-10) Media Relations/Research Communications, Syndication and Social Media

• Director, Center for Social Media (2010)

One more reason why you can do this...

Answering a burning question...

It all started with a tornado...

Mayo Clinic’s First Social Networkers

©2011 MFMER | slide-18

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

©2011 MFMER | slide-20

Sources Influencing Preference for Mayo Clinic (2010)

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)

Social Networking is part of the Mayo Clinic DNA and is

fundamental to health care

From Mayo Clinic Center for Innovation:

Think Big. Start Small. Move Fast.TM

Mayo Clinic Medical EdgeSyndicated News Media Resources

• Existing Medical Edge radio mp3s

• Launched Sept. ’05; Increased downloads 8,217%

First Foray in “New” Media

• Public Affairs group met Oct. 2005 to July 2006

• Reviewed landscape and made recommendations on initial strategies

• Process changes to create more in-depth products - podcasting

• Save blogging for later

Taking a step back: Content Creation/ “New Media” Task Force

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

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

First Consultant: Shel Holtz - Feb. 2007

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

A Pivotal Presentation

Second Consultant: Andy Sernovitz - Feb. ’08

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

Started Yammer Sept. 2008

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - January 2009

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

• 4.5 million articles in English

• Definitive stories quickly on

• 35W Bridge Collapse

• 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: YouTube for PowerPoint

• Presentation at Community 2.0 conference in San Francisco on May 12, 2009

• Attendance approximately 200

• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net

Behold, the Power of Slideshare...

UStream.tv

• Your own global HD TV station

• Free version is advertising supported

• Premium plans allow branding/customization

A Broader Historical Perspective...

Thesis #1: Air was the original social medium

©2011 MFMER | slide-18

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

©2011 MFMER | slide-20

Sources Influencing Preference for 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

For most of the 20th Century...

Every day these guys would define the news...

While local affiliates and newspapers sold audiences to advertisers at monopoly prices

Then one day, Ted Turner revolutionized TV

...and one of these guys invented the Internet

Although the traditional media didn’t sense the magnitude of the coming change...

Because information and the means of

dissemination were democratized, everyone

became a potential reporter

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

If these seem eerily similar to IBM Social

Computing Guidelines...

#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...

0

1,000

2,000

3,000

4,000

1,095

3,085

4/7/09

4/8/09

Total Views

0

7,500

15,000

22,500

30,000

1,0953,085

26,973

4/7/094/8/09

4/13/09

Total Views

0

17,500

35,000

52,500

70,000

1,0953,085

26,973

64,778

4/7/094/8

4/134/22

Total Views

0

50,000

100,000

150,000

200,000

1,0953,085

26,973

64,778

187,956

4/7/094/8

4/134/22

5/3

Total Views

0

62,500

125,000

187,500

250,000

1,0953,085

26,973

64,778

187,956

228,055

4/74/8

4/134/22

5/35/4

Total Views

0

75,000

150,000

225,000

300,000

1,0953,085

26,973

64,778

187,956

228,055

292,766

4/7 4/84/13

4/225/3

5/45/5

Total Views

0

150,000

300,000

450,000

600,000

1,0953,085 26,973 64,778

187,956228,055

292,766

555,675

4/7 4/8 4/13 4/22 5/35/4

5/55/10

Total Views

0

175,000

350,000

525,000

700,000

1,0953,085 26,973 64,778

187,956228,055

292,766

555,675

692,713

4/7/09 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11

Total Views

0

275,000

550,000

825,000

1,100,000

1,0953,085 26,973 64,778

187,956 228,055292,766

555,675

692,713

1,022,122

4/7/09 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11 5/15

Total Views

0

550,000

1,100,000

1,650,000

2,200,000

1,0953,085 26,973 64,778 187,956 228,055 292,766

555,675692,713

1,022,122

2,047,021

4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/11 5/15 5/26

Total Views

Early Morning May 26

May 26, 2009: Live in Studio Good Morning America

Results to Date• More than 9.4 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

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

Total Cost for Mayo Clinic Facebook, YouTube

$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”

#25: If your product, service or experience is remarkable enough,

your customers will create content for you

#33: Social media will decrease diffusion time for medical research

and healthcare innovations*

*and other innovations, too

ROI Case Study: Time Savings through Internal Social Networking

• MCCSM Daily 8:15 a.m. check-in meeting/call

• Moved to a Yammer thread in October, saving 12 minutes/day x 10 members x 250 days/year = 500 hours/year (nearly 0.25 FTE or $20,000)

ROI Example:Patient Education Collaboration Opportunities

• Videos covering FAQs

• Short, procedurally focused videos are ideal

• Huge potential savings - competing vs. non-production

• Crossover potential for demand generation

Calculating ROI

• Cost of shooting and editing < $200

• Cost of storage: $0

• Cost of distribution: $0

• Value of time saved by avoiding repetitive explanations: $?,???

• Other “marketing” benefits: $?,???

Non-Participation Has Costs Too: The Pertussis Experience

• With introduction of DTP vaccine, U.S. pertussis cases declined 90 percent in 15 years, from 120,000 cases in 1950 to 6,800 in 1965.

• For 37 years, cases never exceeded 10,000/yr.

U.S. Pertussis Cases

Lessons and Observations

• Sometimes the perfect can be the enemy of the good. Take the side of the good.

• Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM

• Iterate until it’s great.

• Accelerate.

For Further Interaction:

• Google Lee Aase or SMUG U

• @LeeAase on Twitter

And Speaking of Twitter...

Next session is March 6

Twitter: Social Media’s Gateway Drug