How Big Brands Use Social Media

Lee AaseMayo Clinic

Minneapolis at General Mills | August 13, 2009

“Mayo Clinic Social Media Update:Growth and New Applications”

Mayo Clinic Social Media Update: Growth and New Applications

Blogwell MSP

Lee AaseManager, Syndication and Social Media

Mayo Clinic

August 13, 2009

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

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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

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Genius not required ...

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The MacGyver Mindset

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Sources of Information Influencing Preference for Mayo Clinic

Word of mouth

Stories in the media

MD recommendation

Advertising

Internet/Websites

Personal experience

Mailings to home

0 20 40 60 80 100

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Mayo Clinic Medical EdgeNews Media Syndications

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podcasts.mayoclinic.org

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newsblog.mayoclinic.org

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sharing.mayoclinic.org

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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

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Don’t (just) pitch the media.

Be the media

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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

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The next day...

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Six days later...

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April 22

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Sunday, May 3

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May 4

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Cinco de Mayo

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May 10

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May 11

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May 12

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A sampling of the comments...

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May 15

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Early Morning May 26

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May 26, 2009: Live in StudioGood Morning America

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May 28, 2009

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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

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Lessons• Your mileage may vary, but...

• You’ll go a lot farther if you get a car.

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The Next Big Thing:

Radio Syndication

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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

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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

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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

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Follow Medical Edge Weekend Progress

• radio.mayoclinic.org

• #mayoradio

• @mayoclinic

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Contacting Me

•@LeeAase

•aase.lee@mayo.edu

•Google Lee Aase or SMUG U

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How Big Brands Use Social Media

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