Ragan Communications Keynote 6/15/16 Makala Johnson Arce

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Let Innovation Begin:
Leadership strategies that shake up health care PR
Makala Arce (Johnson), Senior Communications Specialist, Mayo Clinic
June 15, 2016

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About @MakalaArce (Johnson)
• Luther College graduate
• Mayo Clinic Public Affairs intern (Jan 2010)
• Employee #1 of Mayo Clinic Center for Social Media (now
Mayo Clinic Social Media Network)
• Communications Associate, Specialist, Senior Specialist
• Married June 4, 2016 (saved 3 characters on Twitter handle)

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#ArcePartyOf2

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#ElephantInTheRoom

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What we’ll cover this morning
• Creating a culture of innovation the @MayoClinic way
• The Revolution in Video
• Employee Social Media Training and Advocacy
• Using Data to Drive Change

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Keys to Successful Innovation
• Link your innovation to organizational history and
values

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Social Networking in the Origins of Mayo Clinic…

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…and in the Development (and naming) of Mayo Clinic

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Sources of Information Driving Preference for Mayo Clinic
0 15 30 45 60
Word of Mouth
News Stories
Internet
Advertising
Direct Mail
Hospital Ratings

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The Internet merely amplifies
word of mouth.

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Keys to Successful Innovation
• Link your innovation to organizational history and values
• Understand that innovation without experimentation
is impossible, and by definition experiments might
fail

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Keys to Successful Innovation
• Link your innovation to organizational history and values
• Understand that innovation without experimentation is
impossible, and by definition experiments might fail
• Overcome risk aversion with calculation

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Keys to Successful Innovation
• Link your innovation to organizational history and values
• Understand that innovation without experimentation is
impossible, and by definition experiments might fail
• Overcome risk aversion with calculation
• Prevent perfectionistic paralysis

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Keys to Successful Innovation
• Link your innovation to organizational history and values
• Understand that innovation without experimentation is
impossible, and by definition experiments might fail
• Overcome risk aversion with calculation…and “Proceed
until Apprehended”
• Prevent perfectionistic paralysis
• Demonstrate results and assemble allies

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Unique Myelofibrosis Cases
0
110
220
330
440
2008 2009 2010 2011 2012 2013 2014 2015
Mayo Clinic in Florida Mayo Clinic in Arizona

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Source: Mushroom Networks

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Inefficiencies are opportunities
with flashing lights.

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The Live Video Revolution
• Google Hangouts on Air
• Periscope
• Blab
• Facebook Live

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Hangout Highlights
• Embeddable in Web site
• YouTube auto-archive at conclusion
• Multiple presenters, locations
• Share slides via desktop
• Improve quality with
• HD webcam
• Microphones

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Blab Benefits
• Conversational vs. Show & Tell
• Up to four live video participants
• Others participate via comments
• Next step in Twitter chat evolution
• See our free #MCSMN webinar
(Mayo Clinic Social Media Network)

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Periscope Pros
• Owned by Twitter
• Build on existing Twitter
efforts
• May be best for targeted,
hashtag-driven reach in
professional audiences
• Shooting horizontally and
saving to camera roll gives
you editable files for
YouTube
• App required to participate
• Was only available 24
hours
• Transient comments and
limited participation
…and Cons

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Early Mayo Clinic Periscope
Applications
• After-hours, behind-the-scenes facility tours
• Event Keynotes
• #MCSMN Member Meeting
• #MayoInOz
• Physician Q&A’s (#AskTheMayoMom)

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Our Biggest Periscope: The #ScopeScope
• Screening awareness project
w/ Fight Colorectal Cancer
follow-up to:
• 2014 “Pitch for Prevention”
at Minnesota Twins series
• 2015 “Stronger Than That”
Craig Campbell music
video, #StrongArmSelfie
campaign
• 2016 “THE #ScopeScope”

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Integrating Media Relations and Social

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#ScopeScope Results
• > 3,000 Live viewers (and
1,800 views of archive)
• Traditional media (e.g.
Minneapolis Star Tribune
and Wall Street Journal)
• >150K Views of Mayo
Clinic News Network
story on Facebook

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Smackdown! Periscope v. Facebook Live

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Facebook Live Advantages
• No separate app needed
• 10X larger audience
• Comment stability
• Enduring availability
• Unlimited interaction

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Personal Application

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Engaging Mayo Clinic Employees
• Mayo Clinic Social Media Champions
• Training
• “Tweet and Eat” Sessions
• Mayo Clinic Social Media Residency
• Online Social Media Basics certification

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Curated News for Champions on Connect
• Link personal accounts
• Facebook
• Twitter
• LinkedIn
• Facilitate sharing

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In-Depth Training Opportunities

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Using Data to Drive Change
• Seek optimization
• A/B Testing…

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Teaser Text v. Facts/Tips
311 engagements, 371 clicks153 engagements, 626 clicks

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Looking Beneath the Metrics Surface

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Custom Short Domain
http://www.mayoclinic.com/health/crohns-disease/DS00104
http://bit.ly/IAT9o5 mayocl.in/1X5BsE1
=64%

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Appointment Requests Snapshot

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ROI of Social Ads for #MayoInOz
• Native CPC (Cost-per-click) Metrics
• Facebook: $1.36
• Twitter: $1.79
• LinkedIn: $3.71
• Google Analytics – via UTM Parameters – Registration & CPR
(Cost-per-registration) Metrics
• Facebook: 7; $500
• Twitter: 2; $725
• LinkedIn: 9; $250
• $880 revenue per registration; ROI = 113%

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Discussion