Ragan Conference on Web 2.0
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The document summarizes Mayo Clinic's efforts to integrate mass media and social media to build its brand and engage with various audiences. It discusses Mayo Clinic launching podcasts and blogs, creating a YouTube channel, and using social media platforms like Facebook and Twitter. The goal is to directly reach consumers, share content across different formats, and leverage social media alongside traditional news media.
Ragan Conference on Web 2.0
- 1. Integrating Mass Media and Social Media for Maximum Results Lee Aase Manager, Syndication and Social Media Mayo Clinic Oct. 15, 2008
- 2. About Lee Aase Political Science, B.S. 20 yrs. Media Relations Manager, Syndication/ Social Media Google me
- 4. Why You Should Get SMUG Origins in “12-Step Program” and Facebook 101 seminar Social media for lifelong learners Free Tuition (Room & Board not incl. ) Google Lee Aase or SMUG University to audit classes, apply for admission Suus Non Ut Difficile
- 6. About Mayo Clinic http://tinyurl.com/32xbjx
- 7. Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... To which one institution would you prefer to go for treatment? What other institutions would you consider? Brand Preference
- 8. Top-of-Mind Brand Preference U.S. Consumers
- 9. Sources of Information Influencing Preference for Mayo Clinic
- 10. Why Mass Media and Social Media Matter to Mayo Clinic Word of Mouth, News Media have been crucial to building Mayo preference Social Media combine both: Anyone can be a publisher or broadcaster Word of Mouth spreads rapidly Social Media are here to stay, and bring some threats but also immense opportunities to Mayo
- 11. So why should YOU pay attention to new media? 2000: Tribune Co. buys LA Times for $8 billion 2007: Sam Zell buys Tribune (with Times ) for $8.2 billion
- 12. Media Values Wall Street Journal = $5 billion Chicago Tribune = $8.2 billion Star Tribune = $0.53 billion Total for all 3 < Facebook ($240 million for 1.6 percent) Facebook didn’t exist in Jan. ‘04
- 13. In the Next 35 Minutes How Mayo Clinic got involved in social media - the repurposing phenomenon Success stories and lessons learned Examples of social media, mass media synergy Employee communication applications Creating in-depth relationships directly with patients and consumers How you can do this in your company
- 14. Mayo Clinic Medical Edge News Media Syndications
- 15. Mayo Clinic Social Media Plan Reach people directly Started with Medical Edge Produce economically to fit each medium Provide platforms for sharing Create outposts on popular sites Energize word of mouth Leverage social media with mass media and vice versa
- 16. First Foray in New Media Existing Medical Edge radio mp3s Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
- 17. Step 2: More, Longer Podcasts
- 20. Mayo Clinic Channel on YouTube
- 21. YouTube Channel Latest Brand study confirmed benefit “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz
- 22. Getting Started with Blogging Personal blog since July ’06 Asked to Develop Public Affairs Department blog in Dec. ’06 How do you do it without IT Support?
- 25. Blog Pilot II: Behind Firewall Wordpress MU - Open Source Unlimited number of blogs
- 26. Mayo Clinic News Clips Blog
- 27. External Mayo Clinic Blogs
- 28. Let’s Talk First highly visible internal blog Wordpress on internal mainframe For discussion with VPs regarding Mayo’s strategic priorities and how we apply them to our work Virtual, asynchronous meeting Open discussion vs. “black box”
- 30. Mayo Facebook Members 10/8/07
- 31. Mayo Facebook Members 4/8/08 117 percent increase in 6 months
- 34. MHS Messengers
- 35. Recent Mayo Clinic Social Media Developments Health Policy Blog Podcast Blog Diversity in Education Blog YouTube Channel http://social-media-university-global.org/2008/05/07/mayo-clinic-social-media-progress-report/
- 39. Key Tool: Flip Video Camera Affordable for all campuses Recording interviews (with tripod) improves existing processes Provides potential blog resources Audio of full interview Video excerpts Limited group of video editors to ease adoption, ensure quality
- 41. Hot Off the Wordpress: Mayo Clinic News Blog Case study: Diabetes paper in JAMA 8:45 a.m. Colleague mentions article coming off embargo at 3 p.m. Interviewed M.D. via Flip at 10:20 Edited video and had password-protected post on blog by 11:55 for pitching Uploaded files to senduit.com, YouTube channel WSJ Health Blog used video
- 44. CBS Radio Network Story
- 47. How can you practically use social media to meet your goals? Blog or Facebook for support groups, internal communications Facebook fan page, ads, secret groups Twitter or Yammer to activate crisis or leadership team Wikis for collaborative editing Podcasts internally or externally YouTube - Tell Your Story Anything you’ve seen from Mayo examples
- 48. “ Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
- 49. No Barriers to Starting Yourself Get a FREE RSS reader, subscribe to feeds Get iTunes (FREE), subscribe to podcasts Start a FREE personal blog Open a FREE YouTube account and upload a video Try Flickr or another FREE photo service Get Audacity to record audio FREE Open a FREE profile on Facebook and “friend” me