move from social engagement to community impact

Move from Social Engagement to Community Impact

Lee Aase (@LeeAase) Director, Mayo Clinic Social Media

Network

Agenda

» Mayo Clinic’s Social Networking DNA » Seizing opportunities in general-purpose

social media sites » Creating a network and developing “owned

social” capabilities » Application in Mayo Clinic Connect

U.S. News & World Report “Best Hospitals” Ranking

“Metro” Area Populations

Mayo Clinic’s First Social Networkers

Dr. William J. Mayo’s Travels

The Surgeons Club

Influencers of Mayo Clinic Preference

From Syndication to Podcasting

Involuntary Online Networking

The Birth of the Mayo Clinic Center for Social Media - July 2010

» Building on history of analog networking and early leadership in digital platforms

» Dedicated social media staff vs. side job » Applications beyond PR, Marketing » Network for communications version of

The Surgeons Club » Became Mayo Clinic Social Media Network

A Catalyst for Social Media in Health Care

» Guidelines » Best Practices » Platforms » Training » Consultation

“Owned Social” Development

» Wordpress/BuddyPress open source community at socialmedia.mayoclinic.org

» CareHubs collaboration » Cloned and adapted for

» Mayo Clinic News Network » Mayo Clinic Connect » Many more specialized applications

The Importance of Active Community Management

25More about Connect Moderators and Volunteer Mentors

Mayo Clinic Connect Mentors

Members use the community to

» Understand their condition and help manage it » Find out about treatment options, experts &

care center » Get peer support to succeed in behavior

change » Mentor » Advocate and search for research » And more…

Unique Posters

0

125

250

375

500

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov

Posts Per Month

0

625

1250

1875

2500

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov

Unique Visitors

0

37,500

75,000

112,500

150,000

Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16

Unique Visitors, Page Views

0

275,000

550,000

825,000

1,100,000

Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16

Injecting Mayo Clinic Provider Expertise

Owned Community Benefits» Moves users deeper into the funnel and

builds stronger relationships » Long tail SEO of conversations » Gathering email addresses for direct

outreach vs. diminished organic reach » Screen names vs. real names » Ultimate control, design of user experience » Motivated experts unleashed

On the Horizon» Employee/spouse community for

onboarding, affinity groups » Employee NewsCenter outside firewall for

increased access and sharing » Consolidation of >40 blogs into audience-

centered communities

Tweetable Truths» Social networking is part of the DNA of

health care » With > 1.8 billion active users and

favorable demographics, Facebook needs to be part of your communications mix

» To deepen relationships, you need to go beyond sharecropping on the general purpose networks

Let’s Connect!

» @LeeAase on Twitter » LinkedIn » Free basic membership in #MCSMN » socialmediacenter@mayo.edu