Lee Aase Mayo Clinic Center for Social MediaJune 20, 2014

The Social Networking Imperative

Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

Why you not only should but also canapply social tools

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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

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Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

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150 Years Ago

A precipitating event in 1883...

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Mayo Clinic’s First Social Networkers

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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...

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...or you could “earn” an audience by getting past one of these gatekeepers

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Big media sold audiences to advertisers at monopoly prices

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But then Ted Turner revolutionized TV...

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...one of these guys invented the Internet

...and the Big Media didn't see it coming.

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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 increased 8,217% Oct. vs. Aug.

Beyond the Hypochondriac feed

Mayo Clinic Medical Edge Sample Sound Bite

Involuntary Social Network Representationmyspace.com/mayoclinic

Facebook: 11/7/07

Twitter: 4/29/08

YouTube: Feb ’08

The Revolutionary impact of consumer-grade video

Dramatically increased number of videos and depth of content

Sharing Mayo Clinic - January 2009

Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

Innovative Application to Diffuse Knowledge

My Excellent Phillies Adventure

Social and Traditional Media Synergy• YouTube video leads to USA Today story• USA Today story leads to #wristpain Twitter chat

with explanatory videos and trainee list• Twitter chat leads to patient procedure and blog

post• Blog post leads to USA Today story

Internal Networking for Productivity

Mayo Clinic Connect

Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

If these guys are integrating social...

A Dangerous Disease: HACK Syndrome

HireACollegeKid

Interns are great but...• Their comfort with social platforms likely

exceeds their grasp of your strategy• Failure to integrate social tools with traditional

media will diminish effectiveness of both

• Leaders need to develop a vision of social synergy opportunities with overall strategy

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

• Much content available through free Guest account

• Dues based on organization revenues, and individual paid memberships also are available

THE Book on Social Media in Health Care

• Essays from 30 thought leaders

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

• Net proceeds fund patient scholarships

• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)

Social Media Residency• One-day crash course

• Intro to tools and hands-on experience• Strategic framework for application

Making it Happen:A Roadmap for Innovation

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

Seizing Serendipitous Opportunities: The Octogenarian Idol Example

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

The next day...

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Early Morning May 26

May 26, 2009: Live in StudioGood Morning America

Results to Date• More than 10 million views on YouTube

• Over 1.5 million on Sharing Mayo Clinic

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

• Validation of SMUG Thesis #26

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

For Further Interaction:• Google Lee Aase or MCCSM

• @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: 507-538-1092