Last week, I had the pleasure of presenting a social media strategy Webinar for the organ/tissue donation community as part of the Gift of Life Institute’s “social media bonanza” series. This week, I’ll be continuing the series with my colleague Lee Aase, Manager of Syndication and Social Media at Mayo Clinic, as we present on Maxmizing the Use of Facebook and YouTube for the Donation Community. It should be a good “nuts and bolts” presentation that provides attendees with some solid takeaways to implement.
A lot of the tips and insight are applicable regardless of your company or organization’s mission, so be sure to take a look.
Yup, yup, it’s that time of year where we’re all trying to figure out where we’ve ended up and where we’ll be a year from now. It’s anyone’s guess to a degree but I did want to check in with a couple social media colleagues to have them share their insight.
Lee is the Manager of Syndication and Social Media at Mayo Clinic and also heads up Social Media University Global. He’s had quite the busy year, spurring along a viral video and traveling across the country to share insight about Mayo Clinic’s social media success. I look forward to presenting with Lee on a Webinar in January for the organ/tissue donation community.
Arik has also had a big year as 2009 marked the launch of ACH Communications. A constant innovator and connector, Arik also plays a big role as a mover and shaker in the world of healthcare and social media.
On top of checking out Lee and Arik’s responses below, I’d also encourage you to hop over to David Mullen‘s blog to check out his post on Four PR Trend Predictions for 2010. I always have a grand appreciation for David’s insight and this post will not disappoint.
In your mind, what one social media trend dominated 2009?
AH: One trend we saw in 2009 was toward using social media for social good. Just look what Danny Brown and 12for12K Nation did in the last 11 months. What about how Sarah Evans helped a local shelter raise 16K in less than three weeks. Or even what David Armano did early in the year to raise money for a family in need. Maybe not a social cause, but definitely social good. The larger point? Organizations–and people–used social media to make a difference.
LA: I think 2009 was the year of Twitter. With lots of celebrities getting involved it drew millions of others to try it out. I also think we saw the Twitter site make significant changes so that the basic Web interface is much more functional. For instance, it’s now reasonable to follow and participate in a Twitter chat right from your Twitter home page. I did a post on the topic here: 3 Steps to Joining or Leading a Twitter Chat.
I previously would have said you needed to use Tweetdeck or another interface for a Twitter chat. This makes it much more practical for lots of people to get involved in group Twitter chats.
What trend do you think will be big in 2010?
AH: Two things: Mobile and social media “behind the firewall.” With more people buying smart phones every day, mobile marketing is ready to explode. I only see that growing in 2010. And, as the devices evolve, so will our marketing efforts and approaches. There are so many opportunities with mobile video, live streaming, FourSquare, BrightKite, Twitter, etc. Increasingly, people are doing more business on mobile devices. Banking, buying, donating, reading review of restaurants, I could go on and on. Brands would be wise to keep a pulse on this scene.
I think you’ll also see more companies start using social media as a tool “behind the firewall.” To date, more companies have been intrigued by the possibilities social media can provide with customers and other external stakeholders. But, in 2010, I think you’ll see more organizations think about using some of these same tools internally to foster collaboration, innovation and faster decision-making.
Organizations still need to become more efficient. That’s not going away just because the economy is showing signs of life. And, all successful companies thrive on innovation. Most social tools make these processes easier–especially for organizations that operate in a silo or are geographically dispersed.
LA: I think the mobile Web will be even bigger, with Android-based phones providing more smartphone choices, so while apps have been big in 2009, I think they’ll be huge in 2010.
Name one of your social media goals for 2010:
AH: In a word: Read.
Sure, most of my goals revolve around my new business and getting that off the ground, but reading is something that always gets pushed to the backburner. And, I simply can’t let that happen in 2010. By making time for daily reading (i.e., blogs, news sites and other sources of information), I am able to stay better informed of what’s going on in the world which helps me personally, professionally and on the new business front.
Reading blogs has also proven to be a tremendous networking tool for me. In 2009, I started reading Mengel’s Musings, LAF, Dave Fleet, Conversation Agent, Media Emerging, Social Media Explorer and Convince & Convert, among many, many others. That has not only led to learning new skills, generating new ideas and expanding my view in the social sphere, but also to actually meeting the bloggers behind these fantastically smart reads. And, in turn, that has enriched my life. Beyond words. The benefits speak for themselves.
LA: We (Mayo Clinic) had a really exciting year in 2009, launching our Sharing Mayo Clinic blog and syndicating an hour-long radio show nationally using social media (Twitter, streaming audio and our radio.mayoclinic.org blog) for about five percent of the cost of traditional syndication. One of my goals in 2010 is to consolidate some of those activities and create even more efficient and standardized processes, so we can have a good platform from which to launch our next wave.
That next wave is going to be pretty exciting. Stay tuned.
We all know “viral videos” are rarely the result of a a crafted creative plan. It’s not to say that it can’t happen as we see big brands rolling out new videos every week that garner hundreds of thousands of views. The recent Snuggie phenomenon is a perfect example.
However, I’ve found that the viral videos that stick in my mind usually result from some form of surprise activity that catches people offguard or in the case of today’s post subject, immediately uses pathos to drive viewer attention.
Over the past month, I’ve been tracking the video below posted by Lee Aase, social media manager up at Mayo Clinic, that shows an older couple playing a song in the Mayo atrium. Lee posted the video on April 7, 2009 on their Sharing Mayo Clinic blog after the video had been viewed 1,005 times on YouTube during the six months prior. Since posting the video and using Mayo’s various social media outlets to spread the word, the video has tracked as follows:
April 7 – 1,005 views
April 13 – 26,973 views
May 3 – 187,956 views
May 4 – 228,055
May 10 – 555,675
May 11 – 608,141
May 13 – 776,352
May 17 – 1,170,609
May 19 – 1,352,890
Wow. This is the content marketers dream about.
David Mullen and I have both shared similar thoughts about how PR and marketing firms need to relinquish the notion that firms can create viral videos on a whim for clients. This is a perfect example of how outside elements and timing typically work together to cause videos to become “viral” in an organic fashion. This is not a video concept Lee or someone else sat around trying to drum up to leverage attention around Mayo. Rather, Lee was smart about quickly identifying solid content and finding the right channels to tell as many people as possible about the video.
Let’s break down a few other elements that have made this video go viral.
1) It’s Heartwarming. In digging deeper into the backstory behind this video, we come to learn about Sharon, her reconstructed jaw and extremely positive experience as a patient at Mayo. Sharon was on cloud nine that special day and stumbled upon Fran and Marlow Cowan churning up some tunes on the piano. The Cowans have been married for 62 years (Marlow is 90, Frances is almost 84). The couple grew up entertaining crowds together.
Despite your age or how much bad news is being thrown your way about the economy, crime, etc. you can’t help but smile after watching the Cowans remind us all how important it is to embrace the day.
2) It’s Raw. No special effects or creative video work here, just a good capture of a very special moment that adds to the honest, personable nature of the video. In watching, you feel as if you’re part of “the moment.”
3) It’s Short. Clocking in at 1:14, it’s a quick view which is critical to engaging new viewers who come across the video via email links from friends, coworkers, etc. A small psychological factor but one that plays heavily into the decisions we make in consuming online video.
4) Social Savvy. Lee is one smart man. I’m going to bargain to say that he immediately dispersed this video to the entire Mayo staff after posting on Sharing Mayo as well as took advantage of using their social media platform to spread the word through Facebook, Twitter, Mayo’s own YouTube channel and other outlets. And then he told them again.
5) Bridged Online With Offline. Lee also knows media relations and there’s no better way to spread the word about a good story than by letting as many people as possible know about it. The Des Register Star recently ran a story about the Cowans and bloggers (count me in) have run with sharing the video as well. UPDATE: The Cowans were also featured on Good Morning America!
I’m quite excited to continue to watch the views shoot upward. Given the significant proportion of people that choose to go to Mayo as a result of word-of-mouth, this video will continue to be a huge marketing tool. Just take a quick glance at the feedback comments on the original blog post as a great example of where to find Mayo’s biggest advocates and supporters. I would also imagine Lee is working with closely with Sharon to track YouTube Insight info on the video to analyze trends around who is viewing the video and how they are discovering the spot.
Congrats to Sharon on her new health and capturing this great video and congrats to Lee and Mayo for smartly pushing things along to help tell the Mayo story.
UPDATE: Also see Lee Aase’s post providing a full internal case study analysis.