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Lee Aase
Mayo Clinic Center for Social Media
June 20, 2014
The Social Networking Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
Three Themes
• Social networking is an essential human activity
• You have unprecedented opportunities through
innovative application of social tools
• Leaders at all levels should infuse social
strategies into every initiative
Why you not only
should but also can
apply social tools
The Social Media Imperative
©2011 MFMER | 3139261-
“I’ll bet I
could do
that!”
Bringing Hope to the Mediocre
©2011 MFMER | 3139261-
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
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
Three Themes
• Social networking is an essential human activity
• You have unprecedented opportunities through
innovative application of social tools
• Leaders at all levels should infuse social
strategies into every initiative
©2011 MFMER | 3139261-
150 Years Ago
A precipitating event in 1883...
©2011 MFMER | 3139261-
Mayo Clinic’s First Social Networkers
The Social Media Imperative
©2011 MFMER | 3139261-
From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...
©2011 MFMER | 3139261-
...or you could “earn” an audience by
getting past one of these gatekeepers
©2011 MFMER | 3139261-
Big media sold audiences to advertisers
at monopoly prices
©2011 MFMER | 3139261-
But then Ted Turner revolutionized TV...
©2011 MFMER | 3139261-
...one of these guys invented the Internet
...and the Big Media didn't see it coming.
©2011 MFMER | 3139261-
Mayo Clinic Medical Edge
Syndicated News Media Resources
First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.
Beyond the Hypochondriac feed
Mayo Clinic Medical Edge Sample
Sound Bite
The Social Media Imperative
Involuntary Social Network Representation
myspace.com/mayoclinic
The Social Media Imperative
Facebook: 11/7/07
Twitter: 4/29/08
YouTube: Feb ’08
The Revolutionary impact of
consumer-grade video
The Social Media Imperative
The Social Media Imperative
Dramatically increased number of videos
and depth of content
Sharing Mayo Clinic - January 2009
Three Themes
• Social networking is an essential human activity
• You have unprecedented opportunities through
innovative application of social tools
• Leaders at all levels should infuse social
strategies into every initiative
Innovative Application to Diffuse
Knowledge
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
My Excellent Phillies Adventure
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
Social and Traditional Media Synergy
• YouTube video leads to USA Today story
• USA Today story leads to #wristpain Twitter chat
with explanatory videos and trainee list
• Twitter chat leads to patient procedure and blog
post
• Blog post leads to USA Today story
Internal Networking for Productivity
Mayo Clinic Connect
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
The Social Media Imperative
Three Themes
• Social networking is an essential human activity
• You have unprecedented opportunities through
innovative application of social tools
• Leaders at all levels should infuse social
strategies into every initiative
If these guys are integrating social...
A Dangerous Disease: HACK Syndrome
Hire
A
College
Kid
Interns are great but...
• Their comfort with social platforms likely
exceeds their grasp of your strategy
• Failure to integrate social tools with traditional
media will diminish effectiveness of both
• Leaders need to develop a vision of social
synergy opportunities with overall strategy
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.
©2011 MFMER | slide-40
A Catalyst for Social Media
Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve
health care
• Much content available through free Guest
account
• Dues based on organization revenues, and
individual paid memberships also are available
THE Book on Social Media in Health
Care
• Essays from 30 thought
leaders
• The “Why?” of social media
in health care
• Net proceeds fund patient
scholarships
• Available on Amazon and
discount bulk orders on
CreateSpace (with offer
code Z4L7DBSN)
Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application
Making it Happen:
A Roadmap for Innovation
Mayo Clinic Center for Innovation Motto:
Think Big. Start Small. Move Fast.TM
Seizing Serendipitous Opportunities:
The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09
The next day...
0
1,000
2,000
3,000
4,000
1,095
3,085
4/7/09
4/8/09
TotalViews
0
7,500
15,000
22,500
30,000
1,095 3,085
26,973
4/7/09
4/8/09
4/13/09
TotalViews
0
17,500
35,000
52,500
70,000
1,095
3,085
26,973
64,778
4/7/09
4/8
4/13
4/22
TotalViews
0
50,000
100,000
150,000
200,000
1,095
3,085
26,973
64,778
187,956
4/7/09
4/8
4/13
4/22
5/3
TotalViews
The Social Media Imperative
The Social Media Imperative
0
62,500
125,000
187,500
250,000
1,095
3,085
26,973
64,778
187,956
228,055
4/7
4/8
4/13
4/22
5/3
5/4
TotalViews
0
75,000
150,000
225,000
300,000
1,095 3,085
26,973
64,778
187,956
228,055
292,766
4/7 4/8 4/13 4/22 5/3
5/4
5/5
TotalViews
0
150,000
300,000
450,000
600,000
1,095 3,085 26,973
64,778
187,956
228,055
292,766
555,675
4/7/094/8/094/13/094/22/095/3/09 5/4/09
5/5/09
5/10/09
TotalViews
The Social Media Imperative
0
175,000
350,000
525,000
700,000
1,095 3,08526,97364,778
187,956
228,055
292,766
555,675
692,713
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12
TotalViews
0
275,000
550,000
825,000
1,100,000
1,0953,08526,97364,778
187,956228,055
292,766
555,675
692,713
1,002,122
4/7 4/8 4/13 4/22 5/3 5/4 5/5 5/10 5/12 5/15
TotalViews
Early Morning May 26
May 26, 2009: Live in Studio
Good Morning America
The Social Media Imperative
The Social Media Imperative
Results to Date
• More than 10 million views on YouTube
• Over 1.5 million on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• Validation of SMUG Thesis #26
#26: Your mileage may vary, but
you’ll go a lot further if you get a
car.
For Further Interaction:
• Google Lee Aase or MCCSM
• @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: 507-538-1092

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