Social Media Residency slides on ROI

1. You CAN show ROI for Social Media

6. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

8. In the European
Union, based on
current exchange
rates:
€0,00

9. #18: As I approaches zero,
ROI approaches infinity

12. ROI and the MRI
• Levels of medical knowledge
• MRI
• Biopsy
• Autopsy
• Quantifying comprehensive impact is impossible
• Incomplete data
• Confounding factors
• ROI biopsies give us important anecdotal
evidence

13. ROI Biopsy #1: Myelofibrosis

15. Unique Myelofibrosis Patients

16. ROI Biopsy #2: UT Split Tear
QuickTime™ and a
MPEG-4 Video decompressor
are needed to see this picture.

17. Jayson Werth’s Experience

22. Nov 12, 2009
USA Today
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24. Last Friday
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25. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise annoying
cast. The short-term hassle, however, should be more
than worth the long-term gain - the potential for a
future without chronic wrist pain. A future, that
without Twitter and those in the medical community
willing to experiment with new communications tools,
might not exist for me.
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33. ROI Biopsy #3: Recruitment Video

34. ROI Calculation
• Time allotted for recruitment calls: 30 min
• Time to create video: 60 min
• Time saved per call: 10 min
• Calls made April-Nov 2011: 90
• Total time saved: 900 minutes (and rising)
• ROI: > 1,400%

35. Takeaways
• Reduce the “I”
• Don’t reinvent the MRI
• Don’t hold social media to a higher ROI standard
than what you’re already doing
• Biopsies aren’t a complete picture, but they do
convey real knowledge
• When planning social media strategies, try to get
baseline data first to better quantify impact
• Join us in documenting and publishing the
concrete benefits