This is my presentation to the Association of Organ Procurement Organizations in St. Louis on June 18, 2009. For more information, go to http://social-media-university-global.org/ and search for "transplant"
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Personalizing the Passion
1. Using Social Media and
Storytelling: Personalizing the
Passion
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
AOPO Annual Meeting
St. Louis
June 18, 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
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3. Behold the power of Facebook...
⢠Evelynâs existence
⢠Video to her grandparents
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4. Unprecedented Opportunity to
help meet an Unimaginable Need
⢠101,931 people are on transplant lists
⢠About 75 transplanted daily, but
⢠100 added to the list each day
⢠18 die awaiting an organ every day
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5. Not all Deaths are Created Equal
⢠H1N1 vs. âExpectedâ Flu deaths
⢠U.S. âSwine Fluâ deaths to date: 44
⢠Avg annual U.S. flu deaths: 40,000
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6. Mainstream Media and the NASA/
U.S. Aviation Syndrome
⢠Planes landing safely arenât ânewsâ
⢠âRoutineâ transplants arenât either
⢠Compelling human interest stories
can help attract attention
⢠Blaming media not a path to success
⢠Mainstream media have own issues
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7. Every Transplant or Listing is
News to Someone
⢠Mainstream media need to build a
large audience so advertisers can
interrupt with marketing messages
⢠Social media enable you to gather
thousands of micro âaudiencesâ
⢠These groups can be caring
communities instead of passive
viewers
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8. 10 Ways You Can Use Social
Media to Personalize the Passion
STARTING TODAY!
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14. 4. Create an OPO Blog
⢠Platform to let you publish to the
world
⢠More in-depth content than Twitter
⢠Embed your YouTube videos
⢠Enable sharing
⢠Profile and personalize your staff and
volunteers
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16. 5. Encourage Patients to Form
Facebook Groups
⢠Groups provide opportunity for
patients and their support groups to
connect
⢠Long-lost friends develop passive
awareness that could spring to
action
⢠Doesnât just put a face on transplant:
puts a familiar face on transplant.
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19. 6. Get a Flip Video Camera to
Gather Multimedia Stories
⢠Standard definition Flip is $150
⢠HD available for $230 or less
⢠TV Studio in your pocket
⢠Other brands and models available
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21. 7. Take Advantage of Events to
Gather Stories, Promote Platforms
⢠Transplant reunions
⢠Transplant Games
⢠State Fair
⢠Any place communities gather
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23. 8. Donât Just Pitch the Media.
Be the Media
⢠You can combine these resources to
create your own TV station, radio
station, and newspaper, with free
distribution.
⢠Telling your own story, getting it right
is valuable in itself.
⢠It can help you pitch stories to
mainstream media, which can be
even better.
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24. 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
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25. Enhancing Distribution of
Patient-Generated Content
⢠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
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44. Summary
⢠Twitter, Facebook, YouTube: $0
⢠Sharing Mayo Clinic blog: $75
⢠Bringing joy to the world
through music: Priceless
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45. 9. Donât Just Be the Media.
Build the Network.
⢠Social media work best when they
are.... social
⢠Build a network of OPO sites
⢠Blogs
⢠Facebook pages
⢠Twitterati
⢠YouTube channels
⢠Link among each other and with
patient/donor sites
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47. Resources and Next Steps
⢠Scott Meis - http://scottmeis.com/
⢠See Mayo Clinic guidelines for
employees on http://
sharing.mayoclinic.org/guidelines/
for-mayo-clinic-employees
⢠Become a SMUGgle
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49. Contacting Me
⢠Google Lee Aase or SMUG U to find
Social Media University, Global
⢠Twitter @LeeAase or @mayoclinic
⢠Friend me on Facebook
⢠aase.lee@mayo.edu
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