I had an opportunity to lead morning seminars on social media on Monday and Tuesday in San Diego. With a longer time allotted for the presentations, I was able to go into more depth than is usual. It also was the first presentation my wife Lisa got to see, so she is featured early. Here are the slides.
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Sharp Social Media Presentation
1. Bringing the Social Media
Revolution to Health Care
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Sharp University
May 11, 2010
Wednesday, May 12, 2010
6. 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
Wednesday, May 12, 2010
7. A Grandpa who appreciates the
power of Facebook
Wednesday, May 12, 2010
10. Dispelling Myths and Answering
Misgivings about Social Media
• Just a passing fad
• Just for kids
• Just toys with no real business use
• I don’t have time for social media; I’m
already drowning in email and can’t add
another thing
• I’m too old to “get” social media
• They’re complicated and bewildering
Wednesday, May 12, 2010
11. Demonstrate that social media
tools are...
• Immensely powerful
• Consistent with your organization’s
values (or should be)
• Free (or ridiculously inexpensive)
• and...
Wednesday, May 12, 2010
23. Top SMUG Textbooks
• Getting Things Done, David Allen
• The 4-Hour Workweek, Tim Ferriss
• Free: The Future of a Radical Price,
Chris Anderson
Wednesday, May 12, 2010
27. A Partial List of FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
Wednesday, May 12, 2010
28. Intro to Blogs
• Just an easy-to-publish Web site that
allows comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without
even knowing it
Wednesday, May 12, 2010
29. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs
or other Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to IE 7, Safari
• Google Reader a free Web option
Wednesday, May 12, 2010
30. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
• Create your own FREE podcast (listed
in iTunes) through SMUG
Wednesday, May 12, 2010
32. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 2.9 million articles in English
• Definitive stories quickly on
− 35W Bridge Collapse
− Virginia Tech shooting
Wednesday, May 12, 2010
34. YouTube
• World’s second largest search engine
• Google bought for $1.65 Billion
• “The world has voted, and we want to
watch videos on YouTube.” - Andy
Sernovitz, SocialMedia.org
Wednesday, May 12, 2010
51. 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
Wednesday, May 12, 2010
52. 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
Wednesday, May 12, 2010
53. #2: Electronic tools merely
facilitate broader, more
efficient transmission by
overcoming inertia and
friction
Wednesday, May 12, 2010
55. #3: The mass media era was
a temporary anomaly
Wednesday, May 12, 2010
56. 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
Wednesday, May 12, 2010
99. #20: Social media enable
authentic communication if
you don’t purposefully
complicate things
Wednesday, May 12, 2010
100. Key Tool: Flip Video Camera*
• Affordable
• 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
Wednesday, May 12, 2010
102. 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, had password-protected
post on blog by 11:55 for pitching
• Uploaded files to YouTube channel
• WSJ Health Blog used video
Wednesday, May 12, 2010
106. #24: Compelling content is
much more valuable than
advertising time or space
Wednesday, May 12, 2010
107. 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
Wednesday, May 12, 2010
125. Results to Date
• More than 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
Wednesday, May 12, 2010
126. #26: Your mileage may vary,
but you’ll go a lot further if
you get a car.
Wednesday, May 12, 2010
127. #25: If you’re remarkable
enough, your customers will
create content for you
Wednesday, May 12, 2010
130. Jillayn Hey’s “Remarkable” Story
“One statement has stuck out above all
of the medical jargon written by the
surgeons and various nurses who cared
for me, and that is this: ‘patient's stay
was unremarkable.’ Well, although
things went fairly smoothly after a
difficult surgery, I would like to say that
there was nothing unremarkable about
my experience with Mayo.”
Wednesday, May 12, 2010
131. Therapeutic Storytelling...
“I recently read an (Utne Reader) article ... (which said) that
through telling our personal stories of illness and disease, we
assist in creating a new story of wellness that facilitates
healing and in turn directs a person towards recovery. This is
just one aspect that Sharing Mayo Clinic provides. It is not
only an opportunity for many patients and perhaps future
patients to tell their unique stories to work their way towards
health but it also provides a voice for its employees to share
parts of their daily work which I know must include joy and
sorrow as some of us become well and some of us
unfortunately do not. In my opinion, this is just another area
that Mayo is ahead of the curve in caring for its patients and
obviously their employees as well.”
Wednesday, May 12, 2010
135. Answers to Objections
• “But what about the cost in staff time to
maintain all of these social media
platforms? They’re not really that
cheap!”
− AT&T free phone service in 1969
− Pitney Bowes free fax machines and
supplies in 1989
− YouTube, Facebook and Twitter free in
2009
Wednesday, May 12, 2010
136. Thesis #27: A Step Beyond 7 Habits
Wednesday, May 12, 2010
137. “8th Habit” Opportunity
I can go to any group, and I do it all the time, all over the world, and I
ask a simple question: “How many honestly believe that the vast
majority of the workforce in your organizations possess more talent,
more intelligence, more capability, more creativity, more resourcefulness
than their present jobs require or even allow them to use?” Literally,
almost everyone raises their hands…. Think of the loss of what we could
call “voice,” of people’s intelligence, capability, creativity. And yet I
can ask the next question: … “How many feel pressured to produce
more for less?” and you know what, the same amount of hands go up.
Now just put those two questions together: Here there’s this enormous
capability and talent and intelligence, and also this great pressure to
produce more for less, and they’re not able to even use it.
-- Stephen Covey
Wednesday, May 12, 2010
138. Stephen Covey’s “8th Habit”
Going beyond effectiveness to greatness
“Find your voice and inspire
others to find theirs”
Wednesday, May 12, 2010
139. #28: Paying for advertising
while not taking advantage
of FREE social media tools
isn’t particularly astute
Wednesday, May 12, 2010
140. A Story from Facebook...
Wednesday, May 12, 2010
144. 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. ”
Wednesday, May 12, 2010
154. Thesis 9 and 33 Combined!
Wednesday, May 12, 2010
155. Last Friday
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Wednesday, May 12, 2010
156. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10
Wednesday, May 12, 2010
159. #34: Challenges of
introducing social media in
your work are not unique
Wednesday, May 12, 2010
160. Businesses Already Revolutionized
• Music - iTunes vs. Tower Records
• Classified Advertising - eBay, Craigslist
• Bookstores
• Movie rentals - Local, Blockbuster, Netflix
• All mass media
• Video cameras
• See The Innovator’s Dilemma; TI Solution
and TI Prescription - Clayton Christensen
Wednesday, May 12, 2010
164. A few ideas for HR applications
• Employee onboarding
• Social networking groups for new
employees to reduce turnover
• Open enrollment blog to answer health
plan questions
• Culture blog like Sharing Mayo Clinic
Wednesday, May 12, 2010
165. Possible Internal Applications
• Intranet as blog enabling comments,
voting
• Collaboration platforms
• Wikis for collaborative document creation
• Knowledge management/discovery
• Saving time, improving service, reducing
costs
Wednesday, May 12, 2010
166. The 36th Thesis
If your organization can’t find a way to
constructively use free tools that enable
deep, two-way communication with
anyone, anywhere, anytime, your real
problem is lack of imagination.
Wednesday, May 12, 2010
171. The 37th Thesis
Applying social media in health care isn’t
just inevitable: it’s the right thing to do in
the interest of patients.
Wednesday, May 12, 2010