My presentation November 6, 2009 to the Leadership Institute Founding Group, in Boca Raton, FL.

1. Social Media: The Third Millennium’s
Defining Communications Trend
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
#HCLI
November 6, 2009

5. 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

6. A Grandpa who appreciates the
power of Facebook

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

11. Demonstrate that social media
tools are...
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Free (or ridiculously inexpensive)
• and...

18. Thesis #1: Air was the
original social medium

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

24. 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

25. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

27. #3: The mass media era was
a temporary anomaly

28. Evolution of Community
• Local: Pre-1930
• National: 1930-2005, made possible by
mass media
• Global: Post-2005, individuals members
of multiple communities of interest
without regard to geography
• Succeeding levels build upon earlier
stages without completely supplanting

30. #4: Social media are the
third millennium’s defining
communications trend

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

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

34. 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

35. 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

36. Social Networking Sites

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

39. 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

41. #7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

42. What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

43. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.

47. #10: Social media strategies
can’t compensate for an
inferior offering or bad service

48. United Breaks Guitars Breaks United

50. #15: You can hear a lot just
by listening

51. A Story from Twitter

53. Ensuing Conversation

55. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

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

59. Cost for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

60. podcasts.mayoclinic.org

61. newsblog.mayoclinic.org

62. sharing.mayoclinic.org

63. Yearly Cost for a
Customized Blog
$75.00

64. Cost for Your Global TV Station
and Publishing Platform
$300.00

65. #18: As I approaches zero,
ROI approaches infinity

68. #19: MacGyver is the model
for social media success

69. The MacGyver Mindset

71. Mayo Clinic Medical Edge
News Media Syndications

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

73. Step 2: More, Longer Podcasts

75. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things

77. Key Tool: Flip Video Camera*
• Affordable
• 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

79. Case Study: Simple Storytelling
• 8:45 a.m. Colleague mentions article
coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video

81. #24: Compelling content is
much more valuable than
advertising time or space

82. The Octogenarian Idol Story
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Video shot by another patient and
uploaded to YouTube by her daughter
• Video had been seen 1,005 times in six
preceding months since upload
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09

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. May 15

96. Early Morning May 26

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

99. Results to Date
• More than 4.8 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26

100. #26: Your mileage may vary,
but you’ll go a lot further if
you get a car.

101. 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

102. Thesis #27: A Step Beyond 7 Habits

103. “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

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

105. #28: Paying for advertising
while not taking advantage
of FREE social media tools
isn’t particularly astute

106. A Story from Facebook...

110. Tamiko says...
“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to Mayo. ”

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

115. #29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

116. #31: Unforeseen implications
of social media are more
likely positive than negative

118. #34: Challenges of
introducing social media in
healthcare are not unique

119. #35: Social technologies will
transform healthcare

120. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
and TI Prescription - Clayton Christensen

121. How can we accelerate the pace?
• Free/low-cost practical experiments
− On-line chats about research findings
instead of just surgical tweets
− Journalist-level access to embargoed
research findings for bloggers
− Virtual support groups w/medical pros
− More collaboration within and among
organizations via Yammer, Twitter, etc.
− Share case studies within industry

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

123. If not, contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #hcli, or via
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