a fresh look at social media

Lee Aase Mayo Clinic Center for Social MediaJuly 19, 2013

A Fresh Look at Social Media: Applying Revolutionary Tools in Your Work

Prologue: A Story that Demonstrates the Power of Social Platforms• 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...

Slideshare.net: YouTube for PowerPoint

Agenda• Introduction to the Mayo Clinic Center for Social

Media and Social Media Health Network• Encouragement in your social media

exploration

• Five key mileposts on our Mayo Clinic journey

• Lessons learned and an invitation to continue learning together

But first, 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 Networking is part of the @MayoClinic DNA and is fundamental to health care

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Agenda• Introduction to the Mayo Clinic Center for

Social Media and Social Media Health Network

• Encouragement in your social media exploration

• Five key mileposts on our Mayo Clinic journey

• Lessons learned and an invitation to continue learning together

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

THE Book on Social Media in Health Care

• Essays from 30 thought leaders

• The “Why?” of social media in health care

• Available on Amazon and discount bulk orders

• http://mayocl.in/OGvNCx

• Net proceeds fund patient scholarships

Social Media Health Network

• Membership group associated with Mayo Clinic Center for Social Media

• For those wanting to use social media to promote health, fight disease and improve health care

• Individual and organization memberships available

Free Samples of Network Resources• Visitor access available to any Web user

• News/Opinion posts• Curriculum samples• Health Care Social Media List (HCSML)

GSM 105 - Intro to Tools

GSM 110: Mayo Clinic’s Social Media History

Health Care Social Media List

Free Samples of Network Resources• Visitor access available to any Web user

• News/Opinion posts• Curriculum samples• Health Care Social Media List (HCSML)

• Create a free Guest account to• Comment• Access additional curriculum posts• Claim and manage your organization’s basic

HCSML listing

Basic Listing for Non-Member Organizations

Network Membership Plans and Benefits• Individual Membership

• Full access to all curriculum and resources• Members-only discussion groups• Points (virtual currency) plus 25 percent

discount on event/course registration• Social Media Fellows Program opportunity

Community Group for Members

Social Media Fellows Program

Network Membership Plans and Benefits• Individual Membership

• Full access to all curriculum and resources• Members-only discussion groups• Points (virtual currency) plus 25 percent

discount on event/course registration• Social Media Fellows Program opportunity

• Organizational Membership• Individual memberships for all employees• Premium HCSML listing• Points to distribute among employee

members

Premium Listing for Organization Members

For More Information on Joining the Social Media Health Network

• http://network.socialmedia.mayoclinic.org/mccsm/joining-the-network/

• Contact us • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091

Agenda• Introduction to the Mayo Clinic Center for Social

Media and Social Media Health Network• Encouragement in your social media

exploration• Five key mileposts on our Mayo Clinic journey

• Lessons learned and an invitation to continue learning together

Two Heroes

Six Magic Words

Four Reasons Why They’re True for You

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“I’ll bet I could do

that!”

Bringing Hope to the Mediocre

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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

• Director, Center for Social Media (July 2010)

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©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

One More Bonus Reason

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

Employee Access Task Force of the Social Media Health Network• Chaired by Ed Bennett and Shel Holtz

• Surveyed health-related organizations on current posture toward employee social media access

• Journal manuscript being developed based on survey findings

• Developing Employee Access Toolkit

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 Clinic Employees

Agenda• Introduction to the Mayo Clinic Center for Social

Media and Social Media Health Network• Encouragement in your social media

exploration

• Five key mileposts on our Mayo Clinic journey

• Lessons learned and an invitation to continue learning together

Five Key Social Media Mileposts• What’s podcasting anyway?

• Getting SMUG• Flipping our YouTube channel

• Taking the Blogging Plunge

• Our first Twitter chat, and social synergy with traditional media

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.

Beyond the Hypochondriac feed

Sample TV Sound Bite

Five Key Social Media Mileposts• What’s podcasting anyway?

• Getting SMUG• Flipping our YouTube channel

• Taking the Blogging Plunge

• Our first Twitter chat, and social synergy with traditional media

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

A Pivotal Presentation

Five Key Social Media Mileposts• What’s podcasting anyway?

• Getting SMUG• Flipping our YouTube channel• Taking the Blogging Plunge

• Our first Twitter chat, and social synergy with traditional media

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Unique Myelofibrosis Patients

0

100

200

300

400

2008 2009 2010 2011

MCF MCA

Lee’s Social Media Measurement Maxim:

As I approaches 0, ROI approaches

∞

Know Your Numbers

Five Key Social Media Mileposts• What’s podcasting anyway?

• Getting SMUG• Flipping our YouTube channel

• Taking the Blogging Plunge• Our first Twitter chat, and social synergy with

traditional media

The $4-a-month online newsroom

Sharing Mayo Clinic - January 2009

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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©2011 MFMER | 3139261-

©2011 MFMER | 3139261-

Mayo Clinic News Network

Mayo Clinic News Network

Downloadable Assets

Online Newsroom Progression• Domain Mapping to News blog hosted on

Wordpress.com• One generic password per post - password

removed after embargo lifts• Video, audio files on DropBox for download• Unlisted streaming video on YouTube

• Clone of Social Media Health Network site• Individual accounts for journalists• Visitor access gives public access to non-

embargoed posts• HD files and Brightcove CDN for video

Five Key Social Media Mileposts• What’s podcasting anyway?

• Getting SMUG• Flipping our YouTube channel

• Taking the Blogging Plunge

• Our first Twitter chat, and social synergy with traditional media

Discovery by Richard Berger, M.D. Ph.DUT Ligament Split Tear

Agenda• Introduction to the Mayo Clinic Center for Social

Media and Social Media Health Network• Encouragement in your social media

exploration

• Five key mileposts on our Mayo Clinic journey

• Lessons learned and an invitation to continue learning together

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

• Blogs can make a static Web site dynamic and relevant

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

Upcoming Opportunities• Social Media Residency

• Aug. 13-14 in Seattle, Wash.• Sept. 10-11 in Dallas, Tex. (at Baylor)• Oct. 21-22 in Rochester, Minn.• Nov. 4-5 in Jacksonville, Fla.

• Social Media Week at Mayo Clinic Oct. 21-25• Patient Scholarship Contest• Abstract Contest for Scholarships• Network membership includes points for

discounted or free registration

For Further Interaction:• Google Lee Aase or SMUG U

• @LeeAase on Twitter

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/

• Contact Mayo Clinic Center for Social Media • By email: socialmediacenter@mayo.edu • By phone: 507-538-1091