The document discusses the importance and opportunities of social networking. It outlines three key themes: 1) social networking is essential for human interaction, 2) social tools provide unprecedented opportunities, and 3) leaders should integrate social strategies. It then provides examples of how Mayo Clinic has successfully utilized social media to share knowledge, engage internal and external audiences, and capitalize on viral opportunities. The summary highlights Mayo Clinic's recognition of social media's importance and its innovative leadership in applying these tools in healthcare.

1. Lee Aase
Mayo Clinic Center for Social Media
June 20, 2014
The Social Networking Imperative

6. 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

7. Why you not only
should but also can
apply social tools

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“I’ll bet I
could do
that!”

10. Bringing Hope to the Mediocre

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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

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16. 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

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150 Years Ago

18. A precipitating event in 1883...

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20. Mayo Clinic’s First Social Networkers

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From their day through most of the 20th
Century, reaching large audiences via
media was simple but expensive...

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...or you could “earn” an audience by
getting past one of these gatekeepers

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Big media sold audiences to advertisers
at monopoly prices

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But then Ted Turner revolutionized TV...

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...one of these guys invented the Internet

27. ...and the Big Media didn't see it coming.

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29. Mayo Clinic Medical Edge
Syndicated News Media Resources

30. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ’05
• Downloads increased 8,217% Oct. vs. Aug.

31. Beyond the Hypochondriac feed

32. Mayo Clinic Medical Edge Sample
Sound Bite

34. Involuntary Social Network Representation
myspace.com/mayoclinic

36. Facebook: 11/7/07

37. Twitter: 4/29/08

38. YouTube: Feb ’08

39. The Revolutionary impact of
consumer-grade video

42. Dramatically increased number of videos
and depth of content

43. Sharing Mayo Clinic - January 2009

44. 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

45. Innovative Application to Diffuse
Knowledge

49. My Excellent Phillies Adventure

62. 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

63. Internal Networking for Productivity

64. Mayo Clinic Connect

70. 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

71. If these guys are integrating social...

72. A Dangerous Disease: HACK Syndrome
Hire
A
College
Kid

73. 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

74. 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.

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A Catalyst for Social Media

76. 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

77. 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)

78. Social Media Residency
• One-day crash course
• Intro to tools and hands-on experience
• Strategic framework for application

79. Making it Happen:
A Roadmap for Innovation

80. Mayo Clinic Center for Innovation Motto:
Think Big. Start Small. Move Fast.TM

81. Seizing Serendipitous Opportunities:
The Octogenarian Idol Example
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

82. The next day...

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95. Early Morning May 26

96. May 26, 2009: Live in Studio
Good Morning America

99. 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

100. #26: Your mileage may vary, but
you’ll go a lot further if you get a
car.

101. 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