Call Girls Bareilly Just Call 8250077686 Top Class Call Girl Service Available
Energizing Word of Mouth through Social Media
1. Energizing Word of Mouth
through Social Media
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Community 2.0 Conference
San Franciso
May 12, 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
2
3. Behold the power of Facebook...
• Evelyn’s existence
• Video to her grandparents
3
4. 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
• Your mileage may vary
4
7. Brand Preference
• Thinking about healthcare institutions
such as hospitals, medical centers and
clinics -- suppose your health plan or
personal finances permitted you to go
anywhere in the U.S. for treatment of a
serious medical condition which
required highly specialized care such as
neurosurgery, sophisticated heart
surgery or complex cancer treatment...
• To which one institution would you prefer to
go for treatment?
8. Top-of-Mind Brand Preference
U.S. Consumers
Mayo Clinic 11.7
Hospital E 3.1
2006 Study
Hospital D 2.3
Hospital C 1.8
Hospital B 1.3
Hospital A 1.0
Don't know 40.9
0 10 20 30 40 50
8
9. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
2006 Study
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
9
11. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people following a
Mayo visit
• 85 percent say they recommended
Mayo to a friend
• Advised an average of 16 to come
• 5 actually came
11
12. Mayo Clinic Social Media Progression
• Reach people directly
• Started with Medical Edge
• Produce economically to fit medium
• Provide platforms for sharing
• Create outposts on popular sites
• Energize word of mouth
• Leverage social media with mass media
and vice versa
• Sharing Mayo Clinic
12
20. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
20
21. Key Tool: Flip Video Camera
• Affordable for all campuses (and you)
• 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
21
22. Cost for a Standard Definition Flip
Video Camera
$150.00
HD available for an additional $80
22
25. Next Step: Launched 1/22/2009
Sharing Mayo Clinic
• Gathering global Mayo community
• Patients telling their stories
• Employee bloggers recruited from
throughout organization
• Video profiles of patients/staff
• Hub to integrate Mayo social media
• Interactive companion to print edition
• sharing.mayoclinic.org
25
27. Benefits of Comment Threads
• Patient stories most popular on .org
• Outlet for grateful patients who want
to tell their stories
• Prompts patients to think about
sharing stories
• Alerts us to great stories we may
want to feature in publications,
Medical Edge, media pitches
27
28. Where Sharing Mayo Clinic Fits
• News Blog - Breaking research news;
“Hard” news - Like U.S News, Time
• Podcast Blog - Evergreen “news you
can use” - Like Prevention
• Sharing Mayo Clinic - Features;
behind the scenes at Mayo Clinic,
and stories from patients in their own
words - Like People
28
32. Affirming our Employees
Dear staff,
This 4 minute video actually made me tear
up…the patients mentioning our Judd
Sessions, classes and pamphlets…in relation
to their satisfaction with their care. How
wonderful to hear.
The patient/family testimonials reminded me
how we are making a difference through patient
education in the lives of our patients/families.
32
34. Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of 90 y.o.
couple playing piano in Gonda atrium
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09
• Video had been seen 1,005 times in six
preceding months since upload
34
55. Summary
• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
through music: Priceless
55
56. Immense Potential
• Marketing we couldn’t afford to buy
• 500,000 annual unique patients,
50,000 employees as ambassadors
• More efficient care delivery
• Patient support groups
• Chronic disease management
• Workplace Collaboration
• Free versions let you prove concept,
gauge readiness
56