My presentation on July 19, 2013 to FSHPRM in Orlando

1. Lee Aase
Mayo Clinic Center for Social Media
July 19, 2013
A Fresh Look at Social Media:
Applying Revolutionary Tools
in Your Work

2. Prologue: A Story that Demonstrates
the Power of Social Platforms
• Presentation at Community 2.0 conference in
San Francisco on May 12, 2009
• Attendance approximately 200
• Somebody tweeted something like “Hey
@GuyKawasaki, @LeeAase just mentioned you
in his presentation” and included the link to my
presentation, which I had uploaded to
Slideshare.net

5. Behold, the Power of Slideshare...

6. Slideshare.net: YouTube for PowerPoint

7. Agenda
• Introduction to the Mayo Clinic Center for Social
Media and Social Media Health Network
• Encouragement in your social media
exploration
• Five key mileposts on our Mayo Clinic journey
• Lessons learned and an invitation to continue
learning together

8. But first, answering a burning question...

9. It all started with a tornado...

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11. Mayo Clinic’s First Social Networkers

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Social Networking is part of the
@MayoClinic DNA and is
fundamental to health care

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14. Agenda
• Introduction to the Mayo Clinic Center for
Social Media and Social Media Health
Network
• Encouragement in your social media
exploration
• Five key mileposts on our Mayo Clinic journey
• Lessons learned and an invitation to continue
learning together

15. Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by accelerating
effective application of social media tools
throughout Mayo Clinic and spurring broader
and deeper engagement in social media by
hospitals, medical professionals and patients.
• Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.

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A Catalyst for Social Media

17. THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Available on Amazon and
discount bulk orders
• http://mayocl.in/OGvNCx
• Net proceeds fund patient
scholarships

18. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For those wanting to use social media to promote
health, fight disease and improve health care
• Individual and organization memberships
available

19. Free Samples of Network Resources
• Visitor access available to any Web user
• News/Opinion posts
• Curriculum samples
• Health Care Social Media List (HCSML)

20. GSM 105 - Intro to Tools

21. GSM 110: Mayo Clinic’s Social Media History

22. Health Care Social Media List

23. Free Samples of Network Resources
• Visitor access available to any Web user
• News/Opinion posts
• Curriculum samples
• Health Care Social Media List (HCSML)
• Create a free Guest account to
• Comment
• Access additional curriculum posts
• Claim and manage your organization’s basic
HCSML listing

24. Basic Listing for Non-Member Organizations

25. Network Membership Plans and Benefits
• Individual Membership
• Full access to all curriculum and resources
• Members-only discussion groups
• Points (virtual currency) plus 25 percent
discount on event/course registration
• Social Media Fellows Program opportunity

26. Community Group for Members

27. Social Media Fellows Program

28. Network Membership Plans and Benefits
• Individual Membership
• Full access to all curriculum and resources
• Members-only discussion groups
• Points (virtual currency) plus 25 percent
discount on event/course registration
• Social Media Fellows Program opportunity
• Organizational Membership
• Individual memberships for all employees
• Premium HCSML listing
• Points to distribute among employee
members

29. Premium Listing for Organization Members

30. For More Information on Joining the
Social Media Health Network
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact us
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1091

31. Agenda
• Introduction to the Mayo Clinic Center for Social
Media and Social Media Health Network
• Encouragement in your social media
exploration
• Five key mileposts on our Mayo Clinic journey
• Lessons learned and an invitation to continue
learning together

32. Two Heroes
Six Magic Words
Four Reasons Why
They’re True for You

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“I’ll bet I
could do
that!”

35. Bringing Hope to the Mediocre

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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
• Director, Center for Social Media (July 2010)

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42. One More Bonus
Reason

45. If you think blocking is a viable long-term
option...

47. Employee Access Task Force of the Social
Media Health Network
• Chaired by Ed Bennett and Shel Holtz
• Surveyed health-related organizations on
current posture toward employee social media
access
• Journal manuscript being developed based on
survey findings
• Developing Employee Access Toolkit

48. A Balanced Approach to Professionalism
• Avoiding faux pas is important but cannot be
the only standard for judging professionalism
in social media
• Professionalism is more than the absence of
unprofessional conduct
• Professionals have a moral obligation to use
available tools effectively on behalf of those
they serve

50. Key Elements
• All policies apply in social media, too
• Privacy
• Mutual Respect
• Computer use
• Generally don’t “friend” patients
• Remember the “front page” rule

51. Guidelines for Mayo Clinic Employees

52. Agenda
• Introduction to the Mayo Clinic Center for Social
Media and Social Media Health Network
• Encouragement in your social media
exploration
• Five key mileposts on our Mayo Clinic
journey
• Lessons learned and an invitation to continue
learning together

53. Five Key Social Media Mileposts
• What’s podcasting anyway?
• Getting SMUG
• Flipping our YouTube channel
• Taking the Blogging Plunge
• Our first Twitter chat, and social synergy with
traditional media

54. Mayo Clinic Medical Edge
Syndicated News Media Resources

55. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up 8,217
percent Oct. vs. Aug.

56. Beyond the Hypochondriac feed

57. Sample TV Sound Bite

59. Five Key Social Media Mileposts
• What’s podcasting anyway?
• Getting SMUG
• Flipping our YouTube channel
• Taking the Blogging Plunge
• Our first Twitter chat, and social synergy with
traditional media

60. My First Blog Post - 7/30/06
Lines from Lee

61. A Pivotal Presentation

76. Five Key Social Media Mileposts
• What’s podcasting anyway?
• Getting SMUG
• Flipping our YouTube channel
• Taking the Blogging Plunge
• Our first Twitter chat, and social synergy with
traditional media

77. The Revolutionary impact of
consumer-grade video

79. Dramatically increased number of videos
and depth of content

82. Unique Myelofibrosis Patients
0
100
200
300
400
2008 2009 2010 2011
MCF MCA

83. Lee’s Social Media
Measurement Maxim:
As I approaches 0, ROI approaches
∞

88. Know Your Numbers

89. Five Key Social Media Mileposts
• What’s podcasting anyway?
• Getting SMUG
• Flipping our YouTube channel
• Taking the Blogging Plunge
• Our first Twitter chat, and social synergy with
traditional media

90. The $4-a-month online newsroom

94. Sharing Mayo Clinic - January 2009

95. Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that
allows comments
• Blogs can match look and feel of your Web
site and infuse dynamic content
• Blogs give you a social media “home base”
• Blogs give you much more control over user
experience than any other social platform

96. Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories on MayoClinic.org were formerly
freelancer-produced, relatively expensive
• Sharing Mayo Clinic - stories in patients’ own
words - launched in 2009
• 2012 Project combined Sharing and legacy
stories, featured on .org disease/condition pages
through “Mayo Consumer Vocabulary” tagging

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100. Mayo Clinic News Network

101. Mayo Clinic News Network

102. Downloadable Assets

105. Online Newsroom Progression
• Domain Mapping to News blog hosted on
Wordpress.com
• One generic password per post - password
removed after embargo lifts
• Video, audio files on DropBox for download
• Unlisted streaming video on YouTube
• Clone of Social Media Health Network site
• Individual accounts for journalists
• Visitor access gives public access to non-
embargoed posts
• HD files and Brightcove CDN for video

106. Five Key Social Media Mileposts
• What’s podcasting anyway?
• Getting SMUG
• Flipping our YouTube channel
• Taking the Blogging Plunge
• Our first Twitter chat, and social synergy
with traditional media

107. Discovery by Richard Berger, M.D. Ph.D
UT Ligament Split Tear

120. Agenda
• Introduction to the Mayo Clinic Center for Social
Media and Social Media Health Network
• Encouragement in your social media
exploration
• Five key mileposts on our Mayo Clinic journey
• Lessons learned and an invitation to
continue learning together

121. Lessons and Observations
• Sometimes the perfect can be the enemy of the
good. Take the side of the good.
• Follow the Mayo Clinic Center for Innovation
Motto: Think Big. Start Small. Move Fast.TM
• Iterate until it’s great
• Blogs can make a static Web site dynamic and
relevant

122. Don’t Consider Social Media in Isolation
• Not a silver bullet
• Seek synergy with existing means of
communication
• Necessary but likely not sufficient
• Need to justify NOT using social media

123. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually

124. Structure and Staffing
• Start by finding core internal champions
• Train the trainers
• Engage broader employee population
• Avoid HACK syndrome
• Let social staffing grow gradually to meet needs

125. Upcoming Opportunities
• Social Media Residency
• Aug. 13-14 in Seattle, Wash.
• Sept. 10-11 in Dallas, Tex. (at Baylor)
• Oct. 21-22 in Rochester, Minn.
• Nov. 4-5 in Jacksonville, Fla.
• Social Media Week at Mayo Clinic Oct. 21-25
• Patient Scholarship Contest
• Abstract Contest for Scholarships
• Network membership includes points for
discounted or free registration

126. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• For Social Media Health Network information
• http://network.socialmedia.mayoclinic.org/
mccsm/joining-the-network/
• Contact Mayo Clinic Center for Social Media
• By email: socialmediacenter@mayo.edu
• By phone: 507-538-1091