My presentation on October 19, 2009 to two Wisconsin chapters of the American Advertising Federation, in the Green Bay area as well as Madison.

1. Engaging customers, reaching new
ones and improving organizational
effectiveness through social media
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
#AAFWI
October 19, 2009

2. Today’s Agenda
• What are social media tools and why
should you care about them?
• What is the Mayo Clinic experience and
why is it relevant for you?
• How can you get started?
• Any other questions you have...

4. Help you shoot down arguments
that social media tools...
• ...aren’t worth your time and money
• ...are too risky for your organization
• ...are beyond your capability to
implement, either because of cost or
complexity
• ...are optional

5. Help you make the case that
social media tools are...
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Free (or ridiculously inexpensive)
• and...

8. Disclaimers
• These results not typical
• Use as directed
• Read and follow label directions
• Side effects may include vertigo, watery
eyes, crackberry thumb and iPhone
application addiction
• Social media tools are an essential part of a
balanced communications diet
• If insufficient media coverage persists,
consult your communications doctor
• Batteries not included
• Some assembly required
• Your mileage may vary

9. Disclosures
• No financial interest in any product or
service mentioned in this presentation
• Full-time salaried employee of Mayo
Clinic

10. 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

11. A Grandpa who appreciates the
power of Facebook

13. The One Percent Solution

14. No genius necessary...

18. The MacGyver Mindset

20. Note-Taking Not Necessary

21. Reasons to Care about Social
Media: Risks are Unavoidable
• Anyone (especially determined
detractors) can
− Start a blog
− Launch a YouTube channel
• A significant portion of your
employees are in Facebook now (e.g.
>5,000 at Mayo Clinic)
• ROI = Risk of Ignoring (Hat tip: USCG)

22. United Breaks Guitars Breaks United

23. Star Tribune Values and The
Changing Media Landscape
• 1998 $1.2 Billion
• 2006: $530 Million
• Emerged from
bankruptcy last
week

24. What business are you in?
• Selling (and marking up) advertising?
• Developing great creative?
• Helping clients build profitable
relationships?

25. The Most Important Word (and Book
Recommendation) in Web 2.0

27. Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

28. Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever

29. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option

30. 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
• Create your own FREE podcast (listed
in iTunes) through SMUG

31. Social Networking Sites

32. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

34. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org

36. Other Important Platforms
• Slideshare.net: YouTube for PowerPoint
and Keynote
• uStream.tv: Your own global television
channel
• Mix and Match

38. Mayo Clinic’s Social Media
Experience

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

40. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
40

41. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people following a Mayo
visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

42. Mayo Clinic Medical Edge
News Media Syndications

43. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

44. Step 2: More, Longer Podcasts

49. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

50. 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

51. Cost for a Standard Definition
Flip Video Camera
$150.00
HD available for an additional $80

52. HD: Worth the Investment

53. podcasts.mayoclinic.org

54. newsblog.mayoclinic.org

55. 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

56. sharing.mayoclinic.org

58. The Next Big Thing:
Radio Syndication

59. Healthline becomes Medical
Edge Weekend
• Host is Mayo Clinic M.D. with 20 years
local radio experience
• Previous syndication not feasible
− 1999: Unlikely profitable
− 2008: $20K/month unavailable
• Opportunity for creative application of
social media tools

60. The MacGyver Syndication Plan
• Production continues at KROC-AM
• Segments delivered to affiliates as
mp3 files for next week’s broadcast
• Topic for live production posted to
blog, promoted via Twitter
• Listen live through audio stream from
flagship station
• Podcasts posted 9 days later

61. Official Launch Last Month
• Already a “win”: formerly local
program now on >10 stations,
including international
• Gradual growth is practical because
costs are nearly $0.00
• Unbridling a physician’s passion
• Significant new social media content
• Questions “tweeted” from four
continents

63. Follow Medical Edge Weekend
Progress
• radio.mayoclinic.org
• #mayoradio
• @mayoclinic

64. Yearly Cost for a
Customized Blog
$75.00

65. Answers to Objections
• “But what about the cost in staff time to
maintain all of these social media
platforms? They’re not really that
cheap!”
− AT&T free phone service in 1969
− Pitney Bowes free fax machines and
supplies in 1989
− YouTube, Facebook and Twitter free in
2009

66. Beyond the “Seven Habits”

67. “8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.
Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.
-- Stephen Covey

68. Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness
“Find your voice and inspire
others to find theirs”

69. Giving Voice to Some Stories...

70. Twitter Case Study: Listening

72. Ensuing Conversation

75. Affirming our Employees
Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.
The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.

78. Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above
all of the medical jargon written by
the surgeons and various nurses who
cared for me, and that is this:
‘patient's stay was unremarkable.’
Well, although things went fairly
smoothly after a difficult surgery, I
would like to say that there was
nothing unremarkable about my
experience with Mayo.”

79. Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal stories of illness and disease, we
assist in creating a new story of wellness that facilitates
healing and in turn directs a person towards recovery. This is
just one aspect that Sharing Mayo Clinic provides. It is not
only an opportunity for many patients and perhaps future
patients to tell their unique stories to work their way towards
health but it also provides a voice for its employees to share
parts of their daily work which I know must include joy and
sorrow as some of us become well and some of us
unfortunately do not. In my opinion, this is just another area
that Mayo is ahead of the curve in caring for its patients and
obviously their employees as well.”

81. VVP for Philadelphia Phillies

82. Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09
• Video had been seen 1,005 times in six
preceding months since upload

83. The next day...

84. Six days later...

85. April 22

86. Sunday, May 3

89. May 4

90. Cinco de Mayo

91. May 10

93. May 11

94. May 12

95. A sampling of the comments...

96. May 15

97. Early Morning May 26

98. May 26, 2009: Live in Studio
Good Morning America

100. May 28, 2009

101. Results to Date
• More than 4.7 million views on YouTube
• More than 1.4 million views on Sharing
Mayo Clinic
• Before posting to Sharing Mayo Clinic:
1,000 views in six months
• After posting, Facebooking and
Tweeting: 5,000 views per hour

102. Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.

103. Summary
• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world through
music: Priceless

104. Immense Potential
• Marketing we couldn’t buy at any price
− 500,000 annual unique patients,
50,000 employees as ambassadors
• More efficient care delivery
− Patient support groups
− Chronic disease management
− Workplace Collaboration
• Free versions let you prove concept,
gauge readiness

106. So what’s an advertiser to do?
• Don’t treat social media like another
channel for blasting messages, but do...
− Consider what your real business is and
how social media can contribute
− Get familiar with social media tools and
join communities to learn standards
− Become a catalytic resource to your
clients, training them to engage
− Coordinate social media with ads
− Create compelling content

107. Tips on Personal Steps to
Explore
• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3G S?)
• Create a personal YouTube account
• Start a personal Blog

108. Visit Mayo Clinic Social Media
Sites
• Follow, subscribe or “Fan”
− http://twitter.com/mayoclinic
− http://www.youtube.com/user/mayoclinic
− http://sharing.mayoclinic.org/
− http://www.facebook.com/pages/Mayo-Clinic/
7673082516
• Consider sharing your Mayo Clinic story

109. Starter Steps for Organizations
• Claim your Twitter “handle”
• Create a Facebook “fan” page
• Create a YouTube channel
• For Extra Credit: If you have
organizational commitment, create a
multi-author blog

113. U.S. TV Contributions
to World Culture

117. The worst show in the
history of U.S. TV?

120. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

121. “Your kids aren’t
smarter than you are.
They’re just not
afraid to look dumb.”

123. If you have an iPhone, Let’s Bump!

124. If not, contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #AAFWI
(Twitter) or via SMUG comments