1.
Social Media: Tricks of the Trade for
Advocacy Campaigns
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
American Heart Association
#AHAChat
December 1, 2009

2.
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

3.
Today’s Main Points
• “Social Media” aren’t really new: what’s
new is the power of today’s tools
• Social media tools help you do your
existing work more efficiently and
effectively
• Get personal experience with the tools
and then use what you’ve learned to
collaborate effectively
• A way of thinking vs. cookie cutters

4.
Thesis #1: Air was the
original social medium

5.
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

6.
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

7.
#2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

8.
#4: Social media are the
third millennium’s defining
communications trend

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

10.
#14: Strategic thinking about
social media is no substitute
for action

11.
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

12.
#17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

13.
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

14.
In England, based on current
exchange rates:
£0,00

15.
In the European Union:
€0,00

16.
Cost for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

17.
podcasts.mayoclinic.org

18.
newsblog.mayoclinic.org

19.
sharing.mayoclinic.org

20.
Yearly Cost for a
Customized Blog
$75.00

21.
#18: As I approaches zero,
ROI approaches infinity

22.
#19: MacGyver is the model
for social media success

23.
The MacGyver Mindset

24.
Mayo Clinic Medical Edge
News Media Syndications

25.
First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

26.
Step 2: More, Longer Podcasts

27.
#33: Social media will
decrease diffusion time for
research and innovations

28.
Thesis 9 and 33 Combined!

29.
Mayo Clinic/USA Today
#kidsflu Twitter chat

30.
#34: Challenges of
introducing social media in
healthcare are not unique

31.
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

32.
#35: Social technologies will
transform healthcare

33.
How can AHA take advantage of
the social media revolution?

34.
To contact me...
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #AHAchat
(Twitter) or via SMUG comments