Keynote Conversation: Spreading the Social Media Revolution

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The slides from our Oct. 17, 2012 Keynote at the 4th Annual Social Media Summit at Mayo Clinic, produced with Ragan Communications.

Text of Keynote Conversation: Spreading the Social Media Revolution

  • 1. Keynote Conversation: Spreading theSocial Media RevolutionLee Aase and Farris Timimi, M.D.Mayo Clinic Center for Social MediaOctober 17, 2012

2. Agenda Making your Summit experience better Where weve been What weve learned Where we are Where were going How you can join the revolution 3. or 4. 2011 MFMER | 3139261- 5. Your Hosts Center for Social Media Staff Employee Communications Internal Advisory Group External Advisory Board 6. A Rochester Landmark... 7. It all started with a tornado... 8. 2011 MFMER | 3139261- 9. Mayo Clinics First Social Networkers 10. Dr. Henry Plummer: Inventor of the PMR 11. Patient Word of Mouth 91% said good things about Mayo Clinic after visits Average of 43 heard good things 86% recommended Mayo Clinic Average of 24 advised to come Average of 6 actually came2009 Patient Brand Monitor, n=900 2011 MFMER | slide-18 12. Sources Influencing Preferencefor Mayo Clinic Word of mouth 82 News stories62Hospital ratings 48Internet 33MD recommendation 29Personal experience 26Advertising25 Direct mail 13 Social media 52010 study (n=119) Insurance plan 5 Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;*differs significantly from Q2-2010 2011 MFMER | slide-20 13. Mayo Clinic Medical EdgeSyndicated News Media Resources 14. First Foray in New Media Existing Medical Edge radio mp3s Launched Sept. 05; 8,217% download increase 15. Mayo Clinic Medical Edge TVSample Sound Bite 16. Facebook: 11/7/07 17. YouTube: Feb. 08 18. @MayoClinic on Twitter: 4/29/08 19. Blog as online newsroom: May 08 20. Lets Talk site - May 2008 21. Sharing Mayo Clinic - Jan. 2009 22. Mayo Clinic Community 23. The Essential Role of Analogies2011 MFMER | slide-40 24. An Analogy is... a comparison between two things, typically onthe basis of their structure and for the purposeof explanation or clarification a correspondence or partial similarity a thing that is comparable to something else insignificant respects like a key that unlocks and opens minds 25. Analogies are helpful because they... Crystallize your thinking Clarify your communication "If you cant explain it to a six-year-old, you dont understand it yourself." - Albert Einstein 26. Spot the analogy... 27. When we dont understand something, weinstinctively look for analogies you write to it, like mail? Humans always try to explain the unknown infamiliar categories Therefore to build support for your social mediaapplications You need to create comfortable analogies so your stakeholders dont invent scary ones Good analogies can overcome prejudice and misperception 28. To use analogies to support applyingsocial media in a medical/scientific context Learn to think like a scientist Understand your organizations culture/DNA toexplain social media in terms that resonate Develop deep knowledge of social media toolsand their capabilities 29. "If you cant explain social media tools to nuclear physicists andcardiac surgeons in terms that arerelevant to them, you shouldntexpect their support." - Lee Aase2011 MFMER | slide-40 30. A Catalyst for Social Media2011 MFMER | slide-40 31. Mayo Clinic Center for Social Media Our Raison detre: The Mayo Clinic Center forSocial Media exists to improve health globally byaccelerating effective application of social mediatools throughout Mayo Clinic and spurringbroader and deeper engagement in social mediaby hospitals, medical professionals and patients. Our Mission: Lead the social media revolution inhealth care, contributing to health and well beingfor people everywhere.2011 MFMER | 3139261- 32. Social Media Health Network Membership group associated with Mayo ClinicCenter for Social Media For organizations wanting to use social media topromote health, fight disease and improvehealth care Dues based on organization revenues Industry members eligible to join, but notaccepting industry grant funding >130 member organizations 33. Social Media Health Network Community 34. A Year Ago This Week... First Social Media Residency Important Network Member Meeting Adding Network Benefits Employee Access Task Force Established Member Site Feedback for Improvements Meeting Camilo Three special musical moments... 35. A Concert for the Ages with the Cowans 36. Good luck getting this chorus out of your head... 37. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011 38. Mayo Clinic CEO Dr. John Noseworthy atMayo Clinic Social Media Summit - Oct. 2011 39. Of Milestones and Mobile...2011 MFMER | slide-40 40. 2011 MFMER | 3139261- 41. Patient App Launched May 15, 20122011 MFMER | 3139261- 42. Synthesis app for Mayo Clinic MDs2011 MFMER | 3139261- 43. Social Networking for Internal Connections... 2011 MFMER | slide-40 44. 2011 MFMER | 3139261- 45. 2011 MFMER | 3139261- 46. 2011 MFMER | 3139261- 47. 2011 MFMER | 3139261- 48. 2011 MFMER | 3139261- 49. Scientific Session 50. The Evolution of Social Media Residency First cohort last year at Social Media Week AZ (2x), MN (2X) and FL (1 + 1) in 2012 1.5-day crash course Strategic framework Hands-on application Question in May from Dr. Paul Limburg (Exec Team member) got us thinking... 51. Our latest cohort... 52. Graduation Photos... 53. Graduation Photos... 54. Graduation Photos... 55. Graduation Photos... 56. Graduation Photos... 57. Graduation Photos... 58. Pomp and Circumstance 59. Whats Next? Online Residency Social Media Fellows Program 60. @EdBennett 2011 MFMER | 3139261- 61. 2011 MFMER | 3139261- 62. 2011 MFMER | 3139261- 63. 2011 MFMER | 3139261- 64. 2011 MFMER | 3139261- 65. 2011 MFMER | 3139261- 66. Plans for the Health Care Social Media List Programming to enable you to Claim and maintain your listing Submit new listings Expanding list beyond U.S. Hospitals Other types of organizations International Make it part of the integrated site for MCCSM and SMHN 67. Whats the news today? 2011 MFMER | slide-40 68. Employee Access to Social Media 69. 2011 MFMER | 3139261- 70. Employee Access Task Force Online survey on extent of and reasons for blocking launches today White paper and Toolkit in the works - reviewing at Network Member Meeting tomorrow 71. Launching Today... Essays from 30 Thought Leaders The Why? of health care social media Available on Amazon and discount bulk orders Net proceeds will fund patient scholarships#MCCSMbook 72. 2011 MFMER | 3139261- 73. Why Dabo Matters to You Bottom line impact of metrics-based reimbursement Opportunity for you to bring tools to help solve realbusiness problems... By improving the quality of patient care andoutcomes Free version opens today for any U.S. hospital Social Media Health Network members save 50percent on premium versions 74. So whats next?2011 MFMER | slide-40 75. 2011 MFMER | 3139261- 76. 2011 MFMER | 3139261- 77. 2011 MFMER | 3139261- 78. MFMER | 3139261- 79. 2011 MFMER | slide-40 80. 2011 MFMER | slide-40 81. 2011 MFMER | slide-40 82. 2011 MFMER | slide-40 83. 2011 MFMER | slide-40 84. 2011 MFMER | slide-40 85. 2011 MFMER | slide-40 86. How You Can Join Us Actively Engage Today Take the Health Care Social Media Survey Visit our Mayo Clinic table Order copies of the #MCCSMbook Learn more about the Social Media HealthNetwork 87. For Further Interaction: @LeeAase or @FarrisTimimi