Move from Social Engagement to Community Impact
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Slides from my March 28, 2017 presentation to the World Congress 2nd Annual Spring Summit on Hospital Marketing and Consumer Engagement
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Move from Social Engagement to Community Impact
- 1. Move from Social Engagement to Community Impact Lee Aase (@LeeAase) Director, Mayo Clinic Social Media Network
- 2. Agenda » Mayo Clinic’s Social Networking DNA » Seizing opportunities in general-purpose social media sites » Creating a network and developing “owned social” capabilities » Application in Mayo Clinic Connect
- 3. U.S. News & World Report “Best Hospitals” Ranking
- 5. Mayo Clinic’s First Social Networkers
- 6. Dr. William J. Mayo’s Travels
- 8. Influencers of Mayo Clinic Preference
- 9. From Syndication to Podcasting
- 14. The Birth of the Mayo Clinic Center for Social Media - July 2010 » Building on history of analog networking and early leadership in digital platforms » Dedicated social media staff vs. side job » Applications beyond PR, Marketing » Network for communications version of The Surgeons Club » Became Mayo Clinic Social Media Network
- 15. A Catalyst for Social Media in Health Care » Guidelines » Best Practices » Platforms » Training » Consultation
- 16. “Owned Social” Development » Wordpress/BuddyPress open source community at socialmedia.mayoclinic.org » CareHubs collaboration » Cloned and adapted for » Mayo Clinic News Network » Mayo Clinic Connect » Many more specialized applications
- 21. The Importance of Active Community Management
- 25. 25 More about Connect Moderators and Volunteer Mentors Mayo Clinic Connect Mentors
- 26. Members use the community to » Understand their condition and help manage it » Find out about treatment options, experts & care center » Get peer support to succeed in behavior change » Mentor » Advocate and search for research » And more…
- 27. Unique Posters 0 125 250 375 500 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
- 28. Posts Per Month 0 625 1250 1875 2500 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
- 29. Unique Visitors 0 37,500 75,000 112,500 150,000 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
- 30. Unique Visitors, Page Views 0 275,000 550,000 825,000 1,100,000 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
- 32. Injecting Mayo Clinic Provider Expertise
- 36. Owned Community Benefits » Moves users deeper into the funnel and builds stronger relationships » Long tail SEO of conversations » Gathering email addresses for direct outreach vs. diminished organic reach » Screen names vs. real names » Ultimate control, design of user experience » Motivated experts unleashed
- 37. On the Horizon » Employee/spouse community for onboarding, affinity groups » Employee NewsCenter outside firewall for increased access and sharing » Consolidation of >40 blogs into audience- centered communities
- 38. Tweetable Truths » Social networking is part of the DNA of health care » With > 1.8 billion active users and favorable demographics, Facebook needs to be part of your communications mix » To deepen relationships, you need to go beyond sharecropping on the general purpose networks
- 39. Let’s Connect! » @LeeAase on Twitter » LinkedIn » Free basic membership in #MCSMN » socialmediacenter@mayo.edu