Practical Application of Social Media in Business and Professions
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My presentation Monday night for the Winona State University chapter of the Public Relations Student Society of America, built upon my 35 Social Media Theses but with some particular student applications.
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Practical Application of Social Media in Business and Professions
- 1. Practical Application of Social Media in Business and Professions Lee Aase Manager, Syndication and Social Media Mayo Clinic Winona State University PRSSA #WSUPRSSA January 25, 2010
- 2. Agenda • Why is a traditional organization like Mayo Clinic involved in social media? • Explore implications for other established organizations • Illustrate impact of social tools • Discuss roles social media can play in professional advancement of students, particularly those with PR/ communications focus
- 3. 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
- 4. WSU Roots - Class of 1962
- 5. A Grandpa who appreciates the power of Facebook
- 13. Thesis #1: Air was the original social medium
- 18. 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
- 19. 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
- 20. #2: Electronic tools merely facilitate broader, more efficient transmission by overcoming inertia and friction
- 22. #3: The mass media era was a temporary anomaly
- 23. Evolution of Community • Local: Pre-1930 • National: 1930-2005, made possible by mass media • Global: Post-2005, individuals members of multiple communities of interest without regard to geography • Succeeding levels build upon earlier stages without completely supplanting
- 25. #4: Social media are the third millennium’s defining communications trend
- 27. #9: Mass media will remain powerful levers that move -- and are moved by -- social media buzz.
- 34. #10: Social media strategies can’t compensate for an inferior offering or bad service
- 35. United Breaks Guitars Breaks United
- 37. #12: Failure to understand social media = media malpractice
- 38. #17: Social media are free in any ordinary sense of the word (or at least ridiculously inexpensive)
- 41. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00
- 42. In England, based on current exchange rates: £0,00
- 43. In the European Union: €0,00
- 44. Cost for a Standard Definition Flip Video Camera $149.99 HD available for an additional $50
- 49. Yearly Cost for a Customized Blog $75.00
- 50. #18: As I approaches zero, ROI approaches infinity
- 53. #19: MacGyver is the model for social media success
- 55. Mayo Clinic Medical Edge News Media Syndications
- 56. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 57. Step 2: More, Longer Podcasts
- 59. #20: Social media enable authentic communication if you don’t purposefully complicate things
- 60. 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
- 62. Case Study: Simple Storytelling • 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. • Interviewed M.D. via Flip at 10:20 • Edited video and had password- protected post on blog by 11:55 for pitching • Uploaded files to YouTube channel • WSJ Health Blog used video
- 64. #24: Compelling content is much more valuable than advertising time or space
- 65. The Octogenarian Idol Story • Alerted to interesting video of elderly couple playing piano in Gonda atrium • Video shot by another patient and uploaded to YouTube by her daughter • Video had been seen 1,005 times in six preceding months since upload • Embedded in Sharing Mayo Clinic, posted to Facebook, Tweeted on 4/7/09
- 66. The next day...
- 68. April 22
- 69. Sunday, May 3
- 72. May 4
- 73. Cinco de Mayo
- 74. May 10
- 76. May 11
- 77. May 12
- 78. May 15
- 79. Early Morning May 26
- 80. May 26, 2009: Live in Studio Good Morning America
- 82. Results to Date • More than 5.7 million views on YouTube • >1.4 million views on Sharing Mayo Clinic • From 200 views/month to 5,000 views/hour • Validation of Thesis #26
- 83. #26: Your mileage may vary, but you’ll go a lot further if you get a car.
- 84. #28: Paying for advertising while not taking advantage of FREE social media tools isn’t particularly astute
- 85. A Story from Facebook...
- 89. Tamiko says... “I’ve had lots of people ask me about the YouTube video and I’ve told at least 30 people they should go to Mayo. ”
- 91. Advice for PR, Communications and Marketing Students • Get on Twitter for networking • Get a consumer-grade video camera and start a personal YouTube channel • Become a SMUGgle and work your way up the SMUG Social Media Pyramid
- 93. Basic Social Media “Food Groups”
- 94. Contact me by... • Googling Lee Aase or SMUG U • @LeeAase on Twitter • aase.lee@mayo.edu