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Social Media Advocacy
1. Social Media: Tricks of the Trade for
Advocacy Campaigns
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
American Heart Association
#AHAChat
December 1, 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
3. Today’s Main Points
• “Social Media” aren’t really new: what’s
new is the power of today’s tools
• Social media tools help you do your
existing work more efficiently and
effectively
• Get personal experience with the tools
and then use what you’ve learned to
collaborate effectively
• A way of thinking vs. cookie cutters
12. Mayo Clinic and Word of Mouth
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people after a Mayo visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came
13. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100
14. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
15.
16. #4: Social media are the
third millennium’s defining
communications trend
17.
18. #9: Mass media will remain
powerful levers that move --
and are moved by -- social
media buzz.
25. Tips on Personal Steps to Explore
• Establish a permanent personal email
• Get profiles in Facebook, LinkedIn
• Get a Twitter account
• Get a Flip camera (or iPhone 3G S?)
• Create a personal YouTube account
• Start a personal Blog
26. #17: Social media are free in
any ordinary sense of the
word (or at least ridiculously
inexpensive)
27.
28.
29.
30.
31.
32.
33. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00
57. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
and TI Prescription - Clayton Christensen
60. How can AHA take advantage of
the social media revolution?
61.
62. To contact me...
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #AHAchat
(Twitter) or via SMUG comments