Internal Social Media Presentation
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An abbreviated version of my customary presentation on social media at Mayo Clinic, for sharing primarily with internal audiences. Stored here as a back-up.
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Internal Social Media Presentation
- 1. Social Media Update Lee Aase Manager, Syndication and Social Media Mayo Clinic July 29, 2009
- 2. The power of Facebook... • Evelyn’s existence • Video to her grandparents 2
- 3. 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 3
- 4. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 4
- 5. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 6. Step 2: More, Longer Podcasts 6
- 7. 7
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- 11. Total OOP Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 11
- 12. 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 12
- 13. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 13
- 14. podcasts.mayoclinic.org 14
- 15. newsblog.mayoclinic.org 15
- 16. sharing.mayoclinic.org 16
- 17. 17
- 18. Don’t (just) pitch the media. Be the media. 18
- 19. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of 90 y.o. 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 19
- 20. The next day... 20
- 21. Six days later... 21
- 22. April 22 22
- 23. Sunday, May 3 23
- 24. 24
- 25. 25
- 26. May 4 26
- 27. Cinco de Mayo 27
- 28. May 10 28
- 29. 29
- 30. May 11 30
- 31. May 12 31
- 32. May 15 32
- 33. Early Morning May 26 33
- 34. A sampling of the comments... 34
- 35. May 26, 2009: Live in Studio Good Morning America 35
- 36. May 28, 2009 36
- 37. Results to Date • More than 4 million views on YouTube • Before posting to Sharing Mayo Clinic: 1,000 views in six months • Since posting, Facebooking and Tweeting: 5,000 views per hour 37
- 38. Immense Potential • Marketing we couldn’t afford to buy • 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 38
- 39. How You Can Help • Check out Sharing Mayo Clinic and related Mayo social media sites • Help spread the word within work units so staff will be alert to great stories and those willing to share • Experiment personally and become familiar with tools: Google SMUG U (or Lee Aase) for online training 39
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