move from social engagement to community impact
TRANSCRIPT
Move from Social Engagement to Community Impact
Lee Aase (@LeeAase) Director, Mayo Clinic Social Media
Network
Agenda
» Mayo Clinic’s Social Networking DNA » Seizing opportunities in general-purpose
social media sites » Creating a network and developing “owned
social” capabilities » Application in Mayo Clinic Connect
U.S. News & World Report “Best Hospitals” Ranking
“Metro” Area Populations
Mayo Clinic’s First Social Networkers
Dr. William J. Mayo’s Travels
The Surgeons Club
Influencers of Mayo Clinic Preference
From Syndication to Podcasting
Involuntary Online Networking
The Birth of the Mayo Clinic Center for Social Media - July 2010
» Building on history of analog networking and early leadership in digital platforms
» Dedicated social media staff vs. side job » Applications beyond PR, Marketing » Network for communications version of
The Surgeons Club » Became Mayo Clinic Social Media Network
A Catalyst for Social Media in Health Care
» Guidelines » Best Practices » Platforms » Training » Consultation
“Owned Social” Development
» Wordpress/BuddyPress open source community at socialmedia.mayoclinic.org
» CareHubs collaboration » Cloned and adapted for
» Mayo Clinic News Network » Mayo Clinic Connect » Many more specialized applications
The Importance of Active Community Management
25More about Connect Moderators and Volunteer Mentors
Mayo Clinic Connect Mentors
Members use the community to
» Understand their condition and help manage it » Find out about treatment options, experts &
care center » Get peer support to succeed in behavior
change » Mentor » Advocate and search for research » And more…
Unique Posters
0
125
250
375
500
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Posts Per Month
0
625
1250
1875
2500
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Unique Visitors
0
37,500
75,000
112,500
150,000
Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
Unique Visitors, Page Views
0
275,000
550,000
825,000
1,100,000
Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16
Injecting Mayo Clinic Provider Expertise
Owned Community Benefits» Moves users deeper into the funnel and
builds stronger relationships » Long tail SEO of conversations » Gathering email addresses for direct
outreach vs. diminished organic reach » Screen names vs. real names » Ultimate control, design of user experience » Motivated experts unleashed
On the Horizon» Employee/spouse community for
onboarding, affinity groups » Employee NewsCenter outside firewall for
increased access and sharing » Consolidation of >40 blogs into audience-
centered communities
Tweetable Truths» Social networking is part of the DNA of
health care » With > 1.8 billion active users and
favorable demographics, Facebook needs to be part of your communications mix
» To deepen relationships, you need to go beyond sharecropping on the general purpose networks
Let’s Connect!
» @LeeAase on Twitter » LinkedIn » Free basic membership in #MCSMN » [email protected]