Presented to a three chapter group of the American College of Healthcare Executive. The MOST popular slide, that resonated strongly with the audience was the slide on the purpose (and ancient history) of blogging, and how it relates to using any of the popular platforms today: twitter, Facebook, LinkedIn, Vimeo, SnapChat, etc. The case studies, the Mayo Clinic and #UMSocial, were also useful for context on what is is achievable and how to be strategic in making a choice of how, when and why to start. Let us know what you think of the presentation, as well as your questions and interests in Social Media Integrated Healthcare.

2. About you
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3. Change Consultant
Leadership & Team
Coach
REVELN.com
Engage, Focus,
Plan
Social Media
DPPEE
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Deb Nystrom
REVELN Consulting
Social Media Learning Lab

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5. DPPEE
Data
Purpose
Plan
Engage / Execute
Evaluate
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6. DATA – Social Media is Mainstream
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“It’s about the conversation.”
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7. DATA
Current in 2015
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Social Media University,
Global (SMUG)

8. 8
• September 2015
• Cyberchondria
• So how can we use Dr.
Google correctly?
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• Mayoclinic.org
• WebMD.com
• Medlineplus.gov
• NHS.uk
Source: http://whatshappeningtz.com/dr-google/
Reference: http://time.com/4025756/google-health-issues-doctor/?xid=homepage
Trusted Websites
for Medical Information
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10. From 35 Social Media Theses
Mayo Clinic
Electronic tools ... facilitate
broader ...overcoming
inertia and friction.
You can hear a lot just by
listening.
As I (Investment)
approaches zero, ROI
approaches infinity.
Social media were about
relationships, not
technology, & still are.
...neglecting social media’s
power can cripple an
organization.
Social media strategies
can help make a product,
service or experience
better.
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11. PURPOSE ~ Blogging in History
40,000 Year Old Blog, Australia
Rock engraving, Petroglyph
Essence of this blog is a primal
human drive to
Tell a story
State opinions
Sell wares
Share news
Have Conversations
Ask questions
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12. PURPOSE
“As with all social media
initiatives, prior to launching
our account we did our
homework.”
“We never join a social network
for the sake of joining...”
We evaluated our resources
and brainstormed a series of
campaigns.”
~ #UMSocial @Umich, Snapchat
Blog Post
~ Remarkable (P, S, E), customers
will create content for you (35
Theses)
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Social media platforms may be new, but the strategic
implementation of successful communications is not.
PURPOSE

14. PURPOSE
1) Tell a story
2) State opinions
3) Sell wares
4) Share news
5) Have Conversations
6) Ask Questions
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16. “Transform”
at the Mayo Clinic
Social media microsharing => creative thinking
to 50,000 without cost / logistics of a 50,000-
person seminar
2009 conference run by Mayo’s Center for Innovation
400 participants
Included the inventor of Swiffer at P & G, people from IDEO,
GE, IBM, MIT, Media Lab, Massachusetts General Hospital,
and the Darden School of Business
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18. The Mayo Story
People wouldn’t have had that special feeling
of “I got to participate in something amazing” if
it weren’t for microsharing.
It extended creative thinking to the whole
organization
without the cost and logistical headaches of a
50,000-person seminar.
~ The New Social Learning, Tony Bingham and Marcia Conner, 2010
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20. Engagement
Mayo staffers
Not at the conference
Advocate for new
ideas and innovations
Carry ideas forward
for development and
possible
implementation
Self- appointed
connectors and
advocates
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22. More about Microsharing
Many of these tools are self-initiated and self-
administrated.
With Twitter, we can pick what #hashtags to follow.
(Birds of a Feather, Open Space Technology)
It is simpler to use.
You make a smaller commitment before getting
engaged.
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PLAN
4 Ways to Drive Change
1. Culture, Social Dynamics
2. Psychology – What drives new
behavior
3. Loosen, Let Go of Top Down
Controls
4. Show how digital works with IRL
events / offline world
~ McKinsey, Digital Hive

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Source: McKinsey Digital Hive
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PLAN
ENGAGE

26. PURPOSE – PLAN – ENGAGE - EXECUTE
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27. Senior executives at new-deal
companies assume collective, not
individual, responsibility for results
by building interdependencies between
the various parts of their organization,
motivating themselves to engage with
one another rather than work in
isolation.
ENGAGE
Strategic Agility
~ The New Deal at the Top by Yves L. Doz and Mikko
Kosonen, Harvard Business Review June 2007
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Evaluate
• Results, ROI
• Size Matters

29. Evaluate – ROI
Size matters in the ROI
debate
Return on Investment of
“your mother”
ROI is NOT about the
metric tool – rather the
mechanic using it.
So many in healthcare
are using social media
incorrectly
Medium to Large
organization
Teach, educate, care for
and support
Selling / Listening
THEN connect, teach,
educate, engage, co-
create => affects ROI
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The ROI of Social Media in Healthcare,
MedCityNews.com

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When I am able to connect
someone with a non-healing
wound with one of our wound
centers that can help them
heal and possibly save them
from amputation, infection and
ultimately and untimely death,
that is the ROI of social
media.
Nothing makes me prouder
than the fact that we have
been able to do this and prove
to hospitals that social media
marketing works.
Photo: Alex Proimos, Flickr CC
The ROI of Social Media in Healthcare,
MedCityNews.com

31. DPPEE
DebNystrom@REVELN.com
REVELN.com
Blog Handout: Leaders and
Best, Engaging in Social
Media Integrated Healthcare
@SoMediaLearnLab
@RevelnConsults
LinkedIn: Deborah Nystrom
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