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Lee Aase Mayo Clinic Center for Social Media June 20, 2014 The Social Networking Imperative

The Social Media Imperative

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Slides from my June 20, 2014 presentation at the annual meeting of the Association of Organ Procurement Organizations

Text of The Social Media Imperative

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Lee Aase Mayo Clinic Center for Social MediaJune 20, 2014

The Social Networking Imperative

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Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

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Why you not only should but also canapply social tools

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©2011 MFMER | 3139261-

“I’ll bet I could do

that!”

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Bringing Hope to the Mediocre

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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

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©2011 MFMER | 3139261-

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Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

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©2011 MFMER | 3139261-

150 Years Ago

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A precipitating event in 1883...

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Mayo Clinic’s First Social Networkers

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From their day through most of the 20th Century, reaching large audiences via media was simple but expensive...

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...or you could “earn” an audience by getting past one of these gatekeepers

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Big media sold audiences to advertisers at monopoly prices

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But then Ted Turner revolutionized TV...

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...one of these guys invented the Internet

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Mayo Clinic Medical EdgeSyndicated News Media Resources

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First Foray in “New” Media

• Existing Medical Edge radio mp3s

• Launched Sept. ’05

• Downloads increased 8,217% Oct. vs. Aug.

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Beyond the Hypochondriac feed

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Mayo Clinic Medical Edge Sample Sound Bite

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Involuntary Social Network Representationmyspace.com/mayoclinic

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The Revolutionary impact of consumer-grade video

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Dramatically increased number of videos and depth of content

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Sharing Mayo Clinic - January 2009

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Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

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Innovative Application to Diffuse Knowledge

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Social and Traditional Media Synergy• YouTube video leads to USA Today story• USA Today story leads to #wristpain Twitter chat

with explanatory videos and trainee list• Twitter chat leads to patient procedure and blog

post• Blog post leads to USA Today story

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Internal Networking for Productivity

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Three Themes• Social networking is an essential human activity• You have unprecedented opportunities through

innovative application of social tools• Leaders at all levels should infuse social

strategies into every initiative

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If these guys are integrating social...

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A Dangerous Disease: HACK Syndrome

HireACollegeKid

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Interns are great but...• Their comfort with social platforms likely

exceeds their grasp of your strategy• Failure to integrate social tools with traditional

media will diminish effectiveness of both

• Leaders need to develop a vision of social synergy opportunities with overall strategy

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Mayo Clinic Center for Social Media• The Mayo Clinic Center for Social Media exists

to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.

• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.

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A Catalyst for Social Media

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Social Media Health Network• Membership group associated with Mayo Clinic

Center for Social Media

• For organizations wanting to use social media to promote health, fight disease and improve health care

• Much content available through free Guest account

• Dues based on organization revenues, and individual paid memberships also are available

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THE Book on Social Media in Health Care

• Essays from 30 thought leaders

• The “Why?” of social media in health care

• Net proceeds fund patient scholarships

• Available on Amazon and discount bulk orders on CreateSpace (with offer code Z4L7DBSN)

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Social Media Residency• One-day crash course

• Intro to tools and hands-on experience• Strategic framework for application

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Making it Happen:A Roadmap for Innovation

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Mayo Clinic Center for Innovation Motto:Think Big. Start Small. Move Fast.TM

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Seizing Serendipitous Opportunities: The Octogenarian Idol Example

• Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09

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The next day...

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Early Morning May 26

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May 26, 2009: Live in StudioGood Morning America

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Results to Date• More than 10 million views on YouTube

• Over 1.5 million on Sharing Mayo Clinic

• From 200 views/month to 5,000 views/hour

• Validation of SMUG Thesis #26

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

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For Further Interaction:• Google Lee Aase or MCCSM

• @LeeAase on Twitter

• For Social Media Health Network information• http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/

• Contact Mayo Clinic Center for Social Media • By email: [email protected] • By phone: 507-538-1092