The $4 A Month Online Newsroom
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My presentation at #ccc09, the Ragan Corporate Communications Conference in Chicago, on May 8, 2009.
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The $4 A Month Online Newsroom
- 1. The $4-a-week Newsroom and Other MacGyver Tips Lee Aase Manager, Syndication and Social Media Mayo Clinic Ragan Corporate Communicators Conference May 8, 2009
- 2. About Lee Aase • 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 2
- 4. 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 4
- 5. Mayo Clinic Medical Edge News Media Syndications 5
- 6. Develop a MacGyver Mindset (or think like Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 6
- 7. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 8. Step 2: More, Longer Podcasts 8
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- 13. Total Cost for Mayo Clinic Facebook, YouTube and Twitter $0.00 13
- 15. newsblog.mayoclinic.org 15
- 16. sharing.mayoclinic.org 16
- 17. Total Yearly Cost for Three Customized Blogs $165.00 17
- 18. 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 18
- 19. Cost for a Standard Definition Flip Video Camera $150.00 HD available for an additional $80 19
- 20. Old-Style Online Newsroom vs. MacGyver Online Newsroom • Web 1.0 Online Newsroom • Typcially purchased from a Vendor • Costly - up to $10,000 + monthly • Password-Protected Access • MacGyver Online Newsroom • DIY • $45/year or $0.12/day • Open to customers/patients/links 20
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- 22. 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 22
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- 26. Don’t (just) pitch the media. Be the media. 26
- 27. Twitter Case Study: Contributing to Virality • Alerted to interesting video of 90 y.o. 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 27
- 28. The next day... 28
- 29. Six days later... 29
- 30. April 22 30
- 31. May 1 31
- 32. Sunday, May 3 32
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- 35. May 4 35
- 36. Cinco de Mayo 36
- 37. May 6 37
- 38. Yesterday 38
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- 40. Lessons • You can’t manufacture virality, but you can prepare for, contribute to it • Developing infrastructure gives you a platform for launch • Mainstream media coverage will make this even bigger 40
- 41. For Continuing Education ... 41
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- 43. Contacting Me • Google Lee Aase or SMUG U to find SMUG • Twitter @LeeAase or @mayoclinic • Friend me on Facebook • aase.lee@mayo.edu 43