brand journalism social media week 2014

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A Case Study: Mayo Clinic News Network

Karl Oestreich, Manager, Media Relations @KarlOestreich Ron Petrovich, Manager, Center for Social Media @RonaldPetrovich

A Case Study: Mayo Clinic News Network Scalable for You

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•  Success & Why •  Opportunity •  Challenges & Change Mgt •  Impact •  The Future •  Tips

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Success & Why

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Brand Journalism: Tell a Real Story Success

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Earned Multimedia

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Earned Multimedia

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Social Media

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Social Media

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Social Media

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Social Media

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Multimedia Demand

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Why was this Successful?

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Why was this Successful? •  We told a real story •  We had all the elements to tell a story •  Dramatic outcome •  Hope for future patients •  Planned in advance for launch and repurpose r

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What is Mayo Clinic News Network? A go-to source for TV, radio, newspaper and blog

journalists (public) to download health, science and research information.

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Opportunity

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Opportunity

•  Media & public want credible medical content

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Opportunity


•  Barriers of entry are lower

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Opportunity


•  Barriers of entry are lower

•  Be the news

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Challenges and Change Management

The Initial Launch

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Challenges and Change Management

•  The Initial Launch

•  Internal Buy-In

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http://minnesota.cbslocal.com/2013/10/15/mayo-study-teachers-more-likely-to-develop-speech-disorders/

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Challenges & Change Management



•  Technical Reboot

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Challenges & Change Management



•  Technical Reboot

•  Thought Process & Workflow Impact r

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Impact on Work •  Emphasis On Advanced Coordination

•  90/10 rule

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•  More Connections

•  More Steps w/Visuals & Less Steps w/Process

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•  Social Media Becoming Something We All Do

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•  Social Media Becoming Something We All Do

•  Constant Iteration

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MAYO CLINIC News Network

Multimedia Content

Proactive (including news releases

and expert alerts)

Evergreen

Reactive

All posts are blog posts

All posts concept and planning begins in daily leads meeting

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Evergreen: Thursday Consumer Tips

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Evergreen: Monday

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Reactive

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•  Journalists

• Public

• View same story Mayo Clinic research results presented in NEJM could change

colorectal screening practice ROCHESTER, MINN. — MARCH 19, 2014 — Results of a clinical trial of Cologuard show unprecedented rates of precancer and cancer detection by a noninvasive test. The detection rates are similar to those reported for colonoscipy. The results were published in the March 20 issue of the New England Journal of Medicine (NEJM). Cologuard was codeveloped by Mayo Clinic and Exact Sciences. Cologuard, is a noninvasive sDNA test for the early detection of colorectal precancer and cancer. The Cologuard test is based on a stool sample that is analyzed for DNA signatures of precancer or cancer. The samples are easily collected, mailed from home, requires no bowel preparation, medication restriction or diet change. The clinical trial, called the DeeP-C study, included

Proactive

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Only media can download video, illustrations and access embargoes

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•  Please share our appreciation with your social media team. Thanks in large part to Mayo’s wide reach we are seeing HUGE increase in our Third Third Party Verification

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•  Please share our appreciation with your social media team. Thanks in large part to Mayo’s wide reach we are seeing HUGE increase in our Third

The Future •  Patients and Consumers Demand More

•  Separate From The Noise with Reliable Content

•  Tell Your Story On More Forms of Media

•  Keep It Real with Credible Third Party Sources

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Mayo Clinic News Network Monthly Measurement Report

Mayo%Clinic%News%Network%Monthly%Measurement%Report%March&2014!

%&

&

&Posts%and%Multimedia%Elements*%

&

&

&%

Top%Posts%by%Element%Views%and/or%Downloads%Advanced&Home&Stool&Test&Finds&Colorectal&Cancer’s&DNA&–&19&

Large&Waist&Linked&to&Poor&Health,&Even&Among&Those&in&Healthy&Body&Mass&Index&Ranges&–&15&

Headed&for&the&OR?&Five&Questions&to&Ask&Your&Surgeon&Before&the&Operation&–&14&&

*Multimedia%Elements%=%MP3,%MP4,%MOV%(audio%and%video%files)%

&Featured%Stories%

&&Cumulus&Radio&reports&this&month&that&there&were&29,491&airings&of&Minutes&in&online&streams&of&approximately&400&radio&stations.&

&&&&

~&AND&~&&From&the&weWareWallWconnected&department&….&in&follow&up&to&the&TPT&Almanac&/Mayo&Clinic&150th&program&….&we&collaborated&on&the&social&media&and&News&Network&outreach&and&the&results&were&powerful.&Here’s&a&comment&from&reporter&David&Gillette&after&we&shared&one&of&their&posts&from&Facebook.&&“Wow!&Our&video&rocketed&from&1.5K&impressions&to&6K&in&just&two&hours.&Thanks&so&much&for&sharing&your&horsepower.&You've&built&a&remarkable&online&presence.&That's&really&impressive!”&&David&Gillette,&Twin&Cities&Public&Television&(w)&651.229.1345&172&East&Fourth&Street,&St.&Paul,&MN&55101&&

&&

Members%%

% Total% Change%from%last%month%

Guest%Subscribers% 562& +&237&News%Network%Media%Members% 717& +&25&%%%New!Members!of!the!Month:!Florida(Times(Union,(Twin(Cities(Public(Television((TPT)&

Radio%Health%Minute% 178& +&3&Radio%Weekend%Show% 28& 0&

!

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• Links, Tags & MultimediaTipT

• Tips •  “*** I definitely like all the multimedia links***”

– Arthritis Today

•  “P.S.: I like the hyperlinks” – TV News Director

• Common responses “I like the links, it’s nice having additional content at my fingertips.”

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Tips: 5 Keys to a #BrandJournalism Newsroom 1. Understand media and public needs

2.  Jump in

3.  Build on failures

4.  Be flexible

5. Grind through it

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brand journalism social media week 2014

Documents

future tips r r

initial launch r

steps wprocess social

opportunity media public

technical reboot r

media relations

consumer tips r

process workflow impact