The slides for my free webcast on Mayo Clinic's experience in social media, presented August 4, 2009 in cooperation with Ragan Communications. For more details go to http://social-media-university-global.org/2009/08/mayo-clinic-social-media-webcast/ or follow the #mayoragan tag on Twitter.
1. The $4-a-week Newsroom and
Other MacGyver Tips
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Ragan Communications Webinar
#mayoragan
August 4, 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
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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
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7. Sources of Information Influencing
Preference for Mayo Clinic - 2006
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
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24. 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
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25. Cost for a Standard Definition Flip
Video Camera
$150.00
HD available for an additional $80
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26. Traditional vs. “MacGyver”
Online Newsroom
• Web 1.0 Online Newsroom
• Typically purchased from a Vendor
• Costly - up to $10,000 + monthly
• Individual Password Access
• MacGyver Online Newsroom
• DIY
• $45/year or $0.12/day
• Open to customers/patients/links
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29. Case Study: JAMA Diabetes Paper
• 8:45 a.m. a colleague mentions article
coming off embargo at 3 p.m.
• Interviewed M.D. via Flip at 10:20
• Edited video, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to senduit.com, posted as
private to YouTube channel
• Pitched via Facebook
• WSJ Health Blog used video
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43. Enhancing Distribution of
Patient-Generated Content
• Alerted to interesting video of elderly
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
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61. Results to Date
• More than 4.2 million views on
YouTube
• More than 1.4 million views on
Sharing Mayo Clinic
• Before posting to Sharing Mayo
Clinic: 1,000 views in six months
• At peak, after posting, Facebooking
and Tweeting: 5,000 views per hour
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63. Summary
• Twitter, Facebook, YouTube: $0
• Sharing Mayo Clinic blog: $75
• Bringing joy to the world
through music: Priceless
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64. Summary Observations and
Recommendations
• You don’t need to be a genius to
think like MacGyver
• Use free social media tools to
do current work more effectively
• Start by getting personal hands-
on experience to develop
understanding, skills and
confidence
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