Post on 07-Jan-2017
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Mayo Clinic’s Social Media DNA (and why you might consider some genetic engineering)
Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network
Agenda• Mayo Clinic’s Social Networking History
• From Social Networking to Social Media
• The Changing Media Landscape, and Understanding Social Technologies
• Constructive Engagement via Guidelines and Education
• Personal/Organizational Reputation Management
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Disclosures
• I am a full-time salaried employee of Mayo Clinic
• I will say nice things about Mayo Clinic
• No other conflicts to report
Two Heroes
Six Magic Words
Three Reasons Why They’re True for You
“I’ll bet I could do
that!”
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About @LeeAase• Minnesota State University, Mankato
Political Science, B.S.
• 14 Years in Politics, Government (Local, State, National)
• Mayo Clinic (2000-present)
• Media Relations Consultant
• Media Relations Manager (2003)
• Director, Social Media (2010-present)
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Arlene’s Story
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U.S. News & World Report “Best Hospitals” Ranking
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• Every U.S. State
• More than 140 countries
• More than one in five travels > 500 miles
Each year patients come to Mayo Clinic from
Why?
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The Role of Social Networking in Mayo Clinic’s History
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Mayo Clinic’s First Social Networkers
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Dr. William J. Mayo’s Travels“By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.”
(The Brothers Mayo, Helen Clapesattle, p. 405)
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Countries Dr. Will Mayo Visited
Austria Denmark Ireland ScotlandAustralia England Italy SwedenArgentina Fiji Mexico SwitzerlandBelgium Finland New Zealand UruguayCanada France NorwayChile Germany PeruCuba Holland Russia
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Countries Dr. Will Mayo Visited
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How Mayo Clinic Got its Name
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The Surgeons Club
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Mayo Clinic Health Information
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Information Sources Influencing Preference for Mayo Clinic (2014)
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Moving Mayo Clinic from Social Networking to Social Media
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From Syndicated Media…
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To “New” Media (Podcasting)
Adapting Processes to Create Longer Podcasts
My First Blog Post - Lines from Lee
The Birth of a Personal Brand
The Mission of SMUG• Help mid-career professionals develop
competence and confidence in using social media tools
• Help organizations develop strategic applications for social media tools to support their missions
• Precursor to our work with Mayo Clinic Social Media Network
499 Years Ago on Monday
35 Social Media Theses
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Today’s Main Points (Tweetable Theses)• #1 Social Media are as old as human speech, with air being the medium through which sound waves propagated.
• #2 Electronic tools merely facilitate broader and more efficient transmission by overcoming inertia and friction.
• #4 Social Media are the third millennium’s defining communications trend.
• #13 Social Media offer unprecedented opportunity for transformational change and productivity.
• #16 Social Media make the once-scarce power of mass media available to anyone.
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Involuntary “Representation” in Social Networks myspace.com/MayoClinic
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Accelerated Adoption of Free Platforms and Low-Cost Tools
• 2007 - Facebook
• 2008
• YouTube
• Flip Cameras
• Blogs
Sharing Mayo Clinic
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An Early Success Story: Myelofibrosis
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Unique Myelofibrosis Cases
MCF MCA
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Cost-Effective Knowledge Sharing and Reputation Enhancement
Lee’s Law: As I approaches 0, ROI approaches
∞
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Amplifying Word-of-Mouth Marketing
• 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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Accelerating Knowledge Diffusion and Building the Practice
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UT Split Repair Procedures
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Reducing the Burden of Disease Everywhere
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More than Marketing
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The Mayo Clinic Social Media Network• The Mayo Clinic Social Media Network (#MCSMN) 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.
• Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.
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#MCSMN: A Catalyst for Health Care Social Media
• Guidelines
• Best Practices
• Platforms
• Training
• Consultation
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Social for Healthcare Certificate from Mayo Clinic and Hootsuite 3.5 AMA PRA Category 1 CreditsTM Available
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Social Media Residency• One-day, intensive Face-to-Face course
• Prerequisite: Social for Healthcare Certificate
• Remaining 2016 Opportunities
• Nov. 14 Melbourne, Australia
• Dec. 8 Scottsdale, AZ
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September 2015: #MayoInOz in Brisbane
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For most of the 20th Century…
Every day, these guys would define the news…
While local affiliates and newspapers sold audiences at monopoly prices
Then Ted Turner revolutionized TV…
…and one of these guys invented the internet
Traditional media had no clue how this would change their lives (and ours)
Because information and the
means of dissemination were
democratized, everyone became a potential reporter…
Two Laws Behind These Changes• Moore’s Law
• Metcalfe’s Law
WSJ (2007) ABC (1995) Facebook (2012)
J&J ('15) GE ('15) FB ('12) FB('15)
Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing
Blogs RSS
Podcasts Wikis
Twitter YouTube
Slideshare Social Networks
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
• Blogs create RSS feeds automatically
• Feeds can make static sites dynamic
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
A Tale of Two Companies
Company A Company B
Market Cap 2001 $553 Billion NA
Worldwide Employees >50,000 <50
Revenue Per User >$100 <$1
Wikis - Collaborative Editing• Wikipedia the most famous
• 4.5 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Sandy Hook shooting
• Boston Marathon bombing
Source: Mushroom Networks
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
Social Networking Sites
Top Twitter Tips • Selectively find and follow thought leaders to save time
on staying up to date
• Connect with others at professional meetings using hashtags - e.g. #TCBTalent
• Be smart in public to build your personal brand
• Comment on and share relevant news article links
A Mayo Clinic First: The #ScopeScope
Facebook Live:
Larger Audiences
Greater Engagement
Mayo Clinic Talent Acquisition and Development• Recruitment via Facebook, LinkedIn and other social
platforms
• Encouraging employees and work units to develop understanding and strategies for application of social platforms
Social Media for Recruiting
• Percentage of qualified Mayo Clinic applicants from social media increasing each year
Thesis #29:
You’re kids aren’t smarter than you are. They’re just not afraid to look dumb.
The Unholy Trinity of Social Media Prevention
Reputation Management Recommendations• Your Personal Brand
• Your Organization’s Reputation
• Eight Key Words:
• Defuse Dynamite
• Dilute Dung
• Publish Prolifically
• Engage Effectively
Defusing Dynamite
“If you’re going to stipulate to something under oath 10 months from now you need to let me acknowledge it now.”
Chuck Murchison, American Campaign Academy
November, 1987
When you think of notorious criminals, what names come to mind?
“The Solution to Pollution is Dilution.”
- Andy Sernovitz
Publish Prolifically• Claim Your Identity in Networking Sites (Twitter,
LinkedIn, Facebook
• Publish to your blog (or LinkedIn Pulse)
• Grow your audience through regular contributions
• Build the networks before you need them
Engage Effectively• Listen to and participate in relevant
discussions
• Be smart in public
• Build and Trust Your Community
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A Poignant Memory
Total Views
Traditional Media Coverage
In Memory of Marlow Cowan
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@LeeAase
socialmediacenter@mayo.edu