BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase
•
5 likes•505 views
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase
Similar to BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase (20)
More from SocialMedia.org
More from SocialMedia.org (20)
Recently uploaded
Recently uploaded (20)
BlogWell Minneapolis Social Media Case Study: Mayo Clinic, presented by Lee Aase
- 1. How Big Brands Use Social Media Minneapolis at General Mills | August 13, 2009 Lee Aase Mayo Clinic “Mayo Clinic Social Media Update: Growth and New Applications”
- 2. Mayo Clinic Social Media Update: Growth and New Applications Blogwell MSP Lee Aase Manager, Syndication and Social Media Mayo Clinic August 13, 2009
- 3. Agenda • Rapid recap of BlogWell Chicago (see it at http://bit.ly/SKMwo) • Sharing Mayo Clinic update • Twitter Transformation • Unique cost-saving “old media” project facilitated by social media launching this month 2
- 4. Disclaimers • These results not typical • Use as directed • Read and follow label directions • Side effects may include vertigo, watery eyes, crackberry thumb and iPhone application addiction • Social media tools are an essential part of a balanced communications diet • If insufficient media coverage persists, consult your communications doctor • Your mileage may vary 3
- 5. Genius not required ... 4
- 6. The MacGyver Mindset 5
- 7. 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 6
- 8. Mayo Clinic Medical Edge News Media Syndications 7
- 10. newsblog.mayoclinic.org 9
- 11. 10
- 12. 11
- 13. sharing.mayoclinic.org 12
- 14. Twitter Transformation for @mayoclinic • Started with Hippocratic approach • Tweeting via RSS feed • Started following, engaging Feb ’09 • @mayoclinic followers have increased >400% in 6 months 13
- 15. 14
- 16. Don’t (just) pitch the media. Be the media 15
- 17. Enhancing Distribution of Patient-Generated Content • Alerted to interesting video of elderly 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 16
- 18. The next day... 17
- 19. Six days later... 18
- 20. April 22 19
- 21. Sunday, May 3 20
- 22. 21
- 23. 22
- 24. May 4 23
- 25. Cinco de Mayo 24
- 26. May 10 25
- 27. 26
- 28. May 11 27
- 29. May 12 28
- 30. A sampling of the comments... 29
- 31. May 15 30
- 32. Early Morning May 26 31
- 33. May 26, 2009: Live in Studio Good Morning America 32
- 34. 33
- 35. May 28, 2009 34
- 36. Results • More than 4.3 million views on YouTube • More than 1.4 million views on Sharing Mayo Clinic • Before posting to Sharing Mayo Clinic: 1,000 views in six months • After posting, Facebooking and Tweeting: 5,000 views per hour 35
- 37. Lessons • Your mileage may vary, but... • You’ll go a lot farther if you get a car. 36
- 38. The Next Big Thing: Radio Syndication 37
- 39. Healthline becomes Medical Edge Weekend • Host is Mayo Clinic M.D. with 20 years local radio experience • Previous syndication not feasible • 1999: Unlikely profitable • 2008: $20K/month unavailable • Opportunity for creative application of social media tools 38
- 40. The MacGyver Syndication Plan • Production continues at KROC-AM • Segments delivered to affiliates as mp3 files for next week’s broadcast • Topic for live production posted to blog, promoted via Twitter • Listen live through audio stream from flagship station • Podcasts posted 9 days later 39
- 41. Official Launch August 22 • Already a “win”: formerly local program now internationally available • Gradual growth is practical because costs are nearly $0.00 • Unbridling a physician’s passion • Significant new social media content 40
- 42. 41
- 43. Follow Medical Edge Weekend Progress • radio.mayoclinic.org • #mayoradio • @mayoclinic 42
- 44. Contacting Me • @LeeAase • aase.lee@mayo.edu • Google Lee Aase or SMUG U 43
- 45. How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com