BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit the event site: http://gaspedal.com/blogwell/ In his BlogWell Chicago case study presentation, "Mayo Clinic’s Natural Progression to Social Media," Lee Aase talks about how Mayo Clinic has the most powerful brand in healthcare, built over more than a century primarily through old-fashioned word of mouth recommendations from satisfied patients, and secondarily through news media stories. Lee describes how Mayo Clinic is using social media tools to cost-effectively catalyze word-of-mouth while also generating mainstream media stories, and how your company can, too. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
January 22, 2009 | Chicago
Lee Aase
Mayo Clinic
Mayo Clinic’s Natural Progression
to Social Media

2. Mayo Clinic: A Natural
Progression in Social Media
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
January 22, 2009

3. Mayo Clinic’s Origin
http://tinyurl.com/32xbjx

4. Brand Preference
• Thinking about healthcare institutions
such as hospitals, medical centers and
clinics -- suppose your health plan or
personal finances permitted you to go
anywhere in the U.S. for treatment of a
serious medical condition which
required highly specialized care such as
neurosurgery, sophisticated heart
surgery or complex cancer treatment...
• To which one institution would you prefer to
go for treatment?

5. Top-of-Mind Brand Preference
U.S. Consumers
Mayo Clinic 11.7
Hospital E 3.1
2006 Study
Hospital D 2.3
Hospital C 1.8
Hospital B 1.3
Hospital A 1.0
Don't know 40.9
0 10 20 30 40 50
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6. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
2006 Study
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
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7. Mayo Clinic Medical Edge
News Media Syndications
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8. Mayo Clinic Social Media Progression
• Reach people directly
• Started with Medical Edge
• Produce economically to fit each
medium
• Provide platforms for sharing
• Create outposts on popular sites
• Energize word of mouth
• Leverage social media with mass
media and vice versa
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9. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

10. Step 2: More, Longer Podcasts
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11. 10

12. Step 3: podcasts.mayoclinic.org
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13. 12

14. YouTube Channel
• Brand study confirmed benefit
• “The world has voted, and we want
to watch videos on YouTube.” - Andy
Sernovitz, President, Blog Council
• Use YouTube to serve videos for
blogs
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15. 14

16. Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
• Audio of full interview
• Video excerpts
• Limited group of video editors to
ease adoption, ensure quality
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17. 16

18. 17

19. Two Case Studies of Mainstream
Media Facilitated by Social Media
• Wall Street Journal Health Blog
• Pitched via Facebook
• Previewed on News Blog
• Embedded from YouTube
• CBS Radio Network
• Flip audio downloaded from news
blog made national network air
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20. Next Step: Launching Today
Sharing Mayo Clinic
• Gathering global Mayo community
• Patients telling their stories
• Employee bloggers recruited from
throughout organization
• Video profiles of patients/staff
• Hub to integrate Mayo social media
• Interactive companion to print edition
• sharing.mayoclinic.org
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21. Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news;
“Hard” news
• Podcast Blog - Evergreen “news you
can use”
• Sharing Mayo Clinic - Features;
behind the scenes at Mayo Clinic,
and stories from patients in their own
words
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22. Sharing Mayo Clinic
Content Sources
• HR/Recruitment identifying employee
bloggers to write 2X/month
• Enhanced stories from print edition
• Flip video from patients on campus
• Question in MD news Flip interviews
• Transplant Picnic, NICU reunion
• Highlight employee service awards
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23. Benefits of Sharing Mayo Clinic
Monthly Open Thread
• Patient stories most popular on .org
• Outlet for grateful patients who want
to tell their stories
• Prompts patients to think about
sharing stories
• Alerts us to great stories we may
want to feature in publications,
Medical Edge, media pitches
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25. Retroactive Roadmap and
Philosophy for Future
• Start with current activity extensions
or high-probability pilot
• External consultants and case
studies help build internal buy-in
• Build on success step-by-step
• Take advantage of cheap technology
• Facilitate with small core team, but
make social media everyone’s job
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26. 25

27. “Help me...help you!”
- Tom Cruise as Jerry McGuire
• Successful examples help us all
make social media case to leadership
• Spread the word about
sharing.mayoclinic.org
• Blog, Tweet, retweet, post to
Facebook or FriendFeed, send to
specific Facebook friends/friend lists
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28. 27

29. Contacting Me
• Google Lee Aase to find SMUG
• Twitter @LeeAase or @SMUG_U
• Friend me on Facebook
• aase.lee@mayo.edu
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