1.
Universal Translator: Deciphering
Social Media’s Impending Impacts
Lee Aase (@LeeAase)
Manager, Syndication and Social Media
Mayo Clinic
#MnDOT
Stardate -312582.53424657526

2.
Intergalactic Metaphor Mixer

3.
Impacts?

4.
Opportunities!

5.
Agenda: Demonstrate that social
media tools are...
• Immensely powerful
• Consistent with state government
values (or should be)
• Free (or ridiculously inexpensive)
• and...

6.
Six Magic Words
and
Four Reasons Why
They’re True for You

7.
“I’ll bet I
could do
that!”

8.
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

9.
Keeping you from being this guy

10.
Parsing Romulan Dialects
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream

11.
Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it

12.
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

13.
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

14.
Social Networking Sites

15.
Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting

16.
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

17.
A Story from Twitter

18.
Ensuing Conversation

19.
Slideshare.net and uStream.tv

20.
Thesis #1: Air was the
original social medium

21.
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

22.
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

23.
#2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction

24.
#4: Social media are the
third millennium’s defining
communications trend

25.
#7: Hand-wringing about
merits and dangers of social
media is as productive as
debating gravity.

26.
What else do patients
know about you?
 Copyright 2009, Health Grades, Inc. All Rights Reserved.

27.
#9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.

28.
USA Today
Nov 12, 2009
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29.
#10: Social media strategies
can’t compensate for an
inferior offering or bad service

30.
United Breaks Guitars Breaks United

31.
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

32.
The next day...

33.
Six days later...

34.
April 22

35.
Sunday, May 3

36.
May 4

37.
Cinco de Mayo

38.
May 10

39.
May 11

40.
May 12

41.
May 15

42.
Early Morning May 26

43.
May 26, 2009: Live in Studio
Good Morning America

44.
Results to Date
• More than 7 million views on YouTube
• >1.4 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour

45.
#17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)

46.
Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

47.
In the European Union, based on
current exchange rates:
€0,00

48.
MSRP for a Standard Definition
Flip Video Camera
$149.99
HD available for an additional $50

49.
What’s wrong with this picture?

50.
podcasts.mayoclinic.org

51.
newsblog.mayoclinic.org

52.
sharing.mayoclinic.org

53.
Yearly Cost for a
Customized Blog
$75.00

54.
Cost for Your Global TV Station
and Publishing Platform
$300.00

55.
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 1970
− Pitney Bowes free fax machines and
supplies in 1990
− YouTube, Facebook and Twitter free in
2010

56.
A Step Beyond 7 Habits

57.
“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

58.
Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness
“Find your voice and inspire
others to find theirs”

59.
#18: As I approaches zero,
ROI approaches infinity

60.
#20: Social media enable
authentic communication if
you don’t purposefully
complicate things

61.
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

62.
The most harmful TV show in
U.S History?
• Married with Children?
• Baywatch?
• The Survivor series?
• The A-Team?

63.
“Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

64.
#29: Your kids aren’t smarter
than you are. They’re just
not afraid to look dumb.

65.
#31: Unforeseen implications
of social media are more
likely positive than negative

66.
#33: Social media will
decrease diffusion time for
research and innovations

67.
Thesis 9 and 33 Combined!

68.
Last Friday
3031031-9

69.
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.
3031031-10

70.
#34: Challenges of
introducing social media in
your work are not unique

71.
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

72.
A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
employees to reduce turnover
• Open enrollment blog to answer health
plan questions
• Culture blog like Sharing Mayo Clinic

73.
Possible Internal Applications
• Intranet as blog enabling comments,
voting
• Collaboration platforms
• Wikis for collaborative document creation
• Knowledge management/discovery
• Saving time, improving service, reducing
costs

74.
Reviewing Today’s Main Ideas
• In the workforce of the future, everyone
will be connected to the Net 24/7
• Your shields are worthless, so try
transparency
• No such thing as a “no-win” scenario