Mayo Clinic Social Media Plan
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This document discusses Mayo Clinic's use of social media to engage key stakeholders. It describes Lee Aase, the manager of syndication and social media at Mayo Clinic, and outlines Mayo Clinic's social media plan to reach people directly through platforms like blogs and podcasts. The document also provides examples of Mayo Clinic's initial forays into social media, including blogs, YouTube, and Facebook, and encourages other organizations to practically use social media to meet their own goals.
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Mayo Clinic Social Media Plan
- 1. Engaging Key Stakeholders through Social Media Lee Aase Manager, Syndication and Social Media Mayo Clinic June 6, 2008
- 2. About Lee Aase • Political Science, B.S. • 20 yrs. Media Relations • Manager, Syndication/ Social Media • Google/“Friend” me
- 3. What I told our Mayo Clinic Florida Supervisors Yesterday Word of Mouth, News Media have been crucial to building Mayo preference Social Media combine both: Anyone can be a publisher or broadcaster Word of Mouth spreads rapidly Social Media are here to stay, and bring some threats but also immense opportunities to Mayo 3
- 4. So why should we pay attention to new media? • 2000: Tribune Co. buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
- 5. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8.2 billion • Star Tribune = $0.53 billion • Total for all 3 < Facebook ($240 million for 1.6 percent) • Facebook didn’t exist in Jan. ‘04
- 7. Mayo Clinic Medical Edge News Media Syndications 7
- 8. Mayo Clinic Social Media Plan • 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 8
- 9. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 10. More, Longer Podcasts 10
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- 13. Mayo Clinic Channel on YouTube 13
- 14. Getting Started with Blogging • Personal blog since July ’06 • Asked to Develop Public Affairs Department blog in Dec. ’06 • How do you do it without IT Support? 14
- 15. Wordpress.com Private Blog 15
- 16. Wordpress.com Private Blog 16
- 17. Blog Pilot II: Behind Firewall • Wordpress MU - Open Source • Unlimited number of blogs 17
- 18. Mayo Clinic News Clips Blog 18
- 19. External Mayo Clinic Blogs 19
- 20. Let’s Talk • First highly visible internal blog • Wordpress on internal mainframe • For discussion with VPs regarding Mayo’s strategic priorities and how we apply them to our work • Virtual, asynchronous meeting • Open discussion vs. “black box” 20
- 21. Wikis • Variable experience with Pilot • Some teams building plans collaboratively • Others more traditional Word/ track changes mode • Lack of WYSIWYG is barrier • Advantage is easy linkage from blog for reference 21
- 22. WYS Isn’t WYG 22
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- 24. Blogging Policy via Wiki 24
- 25. Seizing Opportunities, Minimizing Risks • Expressing Mayo’s perspectives directly • Energizing Patients Productively • Developing platforms such as blogs, YouTube channel, Facebook page, ALS support group, Transplant Games • Engaging Employees Thoughtfully 25
- 26. Mayo Facebook Members 10/8/07 26
- 27. Mayo Facebook Members 4/8/08 • 117 percent increase in 6 months 27
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- 30. MHS Messengers 30
- 31. Recent Mayo Clinic Social Media Developments • Health Policy Blog • Podcast Blog • Diversity in Education Blog • YouTube Channel • http://social-media-university- global.org/2008/05/07/mayo-clinic- social-media-progress-report/ 31
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- 36. Key Tool: Flip Video Camera • Affordable for all campuses • Recording interviews (with tripod) improves existing processes • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 36
- 37. “Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG) 37
- 38. How can you practically use social media to meet your goals? • Blog or Facebook for support groups, internal communications • Facebook fan page, ads, secret groups • Twitter to activate crisis or leadership team • Wikis for collaborative editing • Podcasts internally or externally • YouTube - Tell Your Story • Anything you’ve seen from Mayo examples 38
- 39. No Barriers to Starting Yourself • Get a FREE RSS reader, subscibe to feeds • Get iTunes (FREE), subscribe to podcasts • Start a FREE personal blog • Open a FREE YouTube account and upload a video • Try Flickr or another FREE photo service • Get Audacity to record audio FREE • Open a FREE profile on Facebook and “friend” me 39
- 40. Don’t Go it Alone: Get SMUG Social Media University, Global • Origins in “12-Step Program” and Facebook 101 seminar • Social media for lifelong learners • Free Tuition (Room & Board not incl.) • Google Lee Aase or SMUG University to audit classes, apply for admission • Established Jan. 24, 2008 • social-media-university-global.org 40
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