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NCI Public Affairs Network Presentation

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My April 27, 2009 presentation to the National Cancer Institute Public Affairs Network, in Philadelphia.

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NCI Public Affairs Network Presentation

  1. 1. Mayo Clinic: A Natural Progression in Social Media A Case Study with Applications for Cancer Centers of All Sizes Lee Aase Manager, Syndication and Social Media Mayo Clinic April 27, 2009
  2. 2. Mayo Clinic’s Origin http://tinyurl.com/32xbjx
  3. 3. 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 3
  4. 4. Mayo Clinic Medical Edge News Media Syndications 4
  5. 5. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit each medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa 5
  6. 6. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  7. 7. Step 2: More, Longer Podcasts 7
  8. 8. 8
  9. 9. Step 3: podcasts.mayoclinic.org 9
  10. 10. 10
  11. 11. 11
  12. 12. 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 12
  13. 13. newsblog.mayoclinic.org 13
  14. 14. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 14
  15. 15. Next Step: Launched Jan. 22 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 15
  16. 16. 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 16
  17. 17. Benefits of Sharing Mayo Clinic Monthly Open Thread • 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 17
  18. 18. sharing.mayoclinic.org 18
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  20. 20. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 20
  21. 21. Five High-Leverage, Modest Effort/ Expense Steps You Should Take • Establish a Facebook Page • Buy a Flip (or similar) video camera • Create a YouTube channel • Create a general news video blog • Join Twitter personally, institutionally • Total cost: Less than $300 + the effort you expend 21
  22. 22. What’s Next? • Develop policies and training for employees • Encourage employees, patients to engage • Core team leverages efforts among volunteers, enthusiasts 22
  23. 23. For Continuing Education ... 23
  24. 24. Contacting Me • Google Lee Aase to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 24

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