The document discusses Lee Aase's presentation on bringing social media to faith-based organizations. Some key points: - Lee Aase works at the Mayo Clinic Center for Social Media and discusses Mayo Clinic's experience using social media for health promotion. - He outlines the benefits of social media tools like blogs, podcasts, YouTube, and social networks for organizations and provides examples of how Mayo Clinic has used them. - Aase also discusses lessons learned from Mayo Clinic's social media use over years, emphasizing the importance of an integrated strategy and letting successes promote further organic growth of social media programs.

1. Lee Aase
Mayo Clinic Center for Social Media
July 8, 2013
Bringing the Social Media Revolution
to Faith-Based Organizations

2. 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

4. 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
• Dues based on organization revenues
• >140 member organizations

5. Agenda
• Share Snippets of Mayo Clinic’s social media
history
• Increase your personal understanding, comfort
and confidence with social media
• Help you make the case for using social media
or increasing your commitment

6. The Hidden Agenda
• You will see the transformational power of social
media
• You will see social platforms as tools to do your
work more effectively and efficiently
• You will believe that using social media tools is
worthwhile and that you (and your organization)
can do it

7. 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

8. Disclosures
• No financial interest in any product or service
mentioned in this presentation
• Full-time salaried employee of Mayo Clinic

9. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You

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“I’ll bet I
could do
that!”

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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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19. One more bonus reason...

20. And still another...

21. One More Magic
Word

22. The Most Important Word in Web 2.0

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

25. 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
• Create a blog at wordpress.com or
blogger.com in less than a minute

26. 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 browsers
• Free Web-based options like Feedly

27. 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

28. Social Networking Sites

29. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 3.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
• Sandy Hook shooting
• Boston Marathon bombing

31. 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

32. Slideshare.net: YouTube for PowerPoint

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A Brief History of Social Media
at Mayo Clinic

34. Answering a burning question...

35. It all started with a tornado...

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37. Mayo Clinic’s First Social Networkers

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Social Media is part of the
@MayoClinic DNA and is
fundamental to health care

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40. Mayo Clinic Medical Edge
Syndicated News Media Resources

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

42. My First Blog Post - 7/30/06
Lines from Lee

43. Beyond the Hypochondriac feed

44. Mayo Clinic Medical Edge Sample
Sound Bite

46. Involuntary Social Network Representation
myspace.com/mayoclinic

48. Facebook: 11/7/07

49. A Pivotal Presentation

61. The Revolutionary impact of
consumer-grade video

63. Dramatically increased number of videos
and depth of content

64. @MayoClinic on Twitter: 4/29/08

65. Podcast Blog: April ’08

66. The $4-a-month online newsroom

70. Let’s Talk “site” - May 2008

71. Sharing Mayo Clinic - January 2009

73. A Broader Historical Perspective...

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

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Patient Word of Mouth
2009 Patient Brand Monitor, n=900
• 91% said “good things” about Mayo Clinic
after visits
• Average of 43 heard “good things”
• 86% recommended Mayo Clinic
• Average of 24 advised to come
• Average of 6 actually came

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Sources Influencing Preference
for Mayo Clinic
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
5
5
13
25
26
29
33
48
62
82Word of mouth
News stories
Hospital ratings
Internet
MD recommendation
Personal experience
Advertising
Direct mail
Social media
Insurance plan
2010 study (n=119)

82. #2: Electronic tools merely
facilitate broader, more efficient
transmission by overcoming
inertia and friction

84. #4: Social media are the third
millennium’s defining
communications trend

86. Gutenberg: Global Mass Literacy
Zuckerberg: Global Mass Publishing

87. #7: Hand-wringing about merits
and dangers of social media is
as productive as debating
gravity

89. If you think blocking is a viable long-term
option...

91. A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be
the only standard for judging professionalism
in social media
• Professionalism is more than the absence of
unprofessional conduct
• Professionals have a moral obligation to use
available tools effectively on behalf of those
they serve

93. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

94. Guidelines for Mayo Employees

95. Implication
• You already have most of the risks... why not
also get some of the benefits from these
powerful tools?

96. #9: Mass Media will remain
important levers that move - and
are moved by - social media
buzz

97. 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

98. The next day...

99. Six days later...

100. April 22

101. Sunday, May 3

104. May 4

105. Cinco de Mayo

106. May 10

108. May 11

109. May 12

110. May 15

111. Early Morning May 26

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

113. Think like this guy...

115. Results to Date
• More than 8.6 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of Thesis #26

116. #26: Your mileage may vary, but
you’ll go a lot further if you get a
car.

117. #10: Social media strategies
can’t compensate for an inferior
offering or bad service

118. United Breaks Guitars Breaks United

120. #25: If your product, service or
experience is remarkable
enough, your customers will
create content for you

123. #17: Social media are free in
any ordinary sense of the word
(or at least ridiculously
inexpensive)

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

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

127. #18: As I approaches zero,
ROI approaches infinity

130. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA

131. #19: MacGyver is the model for
social media success

132. The MacGyver Mindset

133. #22: Social media are an
essential part of a balanced
communications diet

134. Basic Social Media “Food Groups”

135. Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that
allows comments
• Blogs can match look and feel of your Web
site and infuse dynamic content
• Blogs give you a social media “home base”
• Blogs give you much more control over user
experience than any other social platform

136. Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories on MayoClinic.org were formerly
freelancer-produced, relatively expensive
• Sharing Mayo Clinic - stories in patients’ own
words - launched in 2009
• 2012 Project combined Sharing and legacy
stories, featured on .org disease/condition pages
through “Mayo Consumer Vocabulary” tagging

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140. Don’t Consider Social Media in Isolation
• Not a silver bullet
• Seek synergy with existing means of
communication
• Necessary but likely not sufficient
• Need to justify NOT using social media

141. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually

142. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually to meet needs

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

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

147. #29: Your kids aren’t smarter
than you are. They’re just not
afraid to look dumb.

148. Keys to Social Media Success
• Deepen your knowledge of the social tool set
• Understand the keys to social media ROI
• Maintain a balanced diet
• Make MacGyver your role model
• Integrate social tools with your overall business
strategy and communication/marketing projects,
in keeping with your organization’s DNA
• Eschew prejudice and misconceptions, and
remember that...
• Social is more than sales, PR and marketing

149. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu