Skill Sets and Mindset: Keys to Success in Rapidly Changing Times

Skillsets and Mindset: Keys to Success in Rapidly Changing Times Minnesota PRSA Digital Skills Workshop

Lee Aase (@LeeAase)

Director, Mayo Clinic Social Media Network

August 10, 2017

About Lee Aase (@LeeAase)• B.S. in Political Science, Minnesota State University • 14 years in politics and government at local, state, national

levels • Mayo Clinic since April 2000

• Media relations consultant • Manager since 2003

• Media Relations/Research Communications • Syndication and Social Media

• Director, Mayo Clinic Social Media Network (2010-present)

MN PRSA’s Invitation

• Kickoff First-Ever MN PRSA Digital Skills Workshop

• Discuss “What’s next in social and digital communications?”

• Review trends shaping 21st Century Communications

• Encourage your active pursuit of social & digital learning

• Offer practical insights for your career and clients/ employer

My Goals

An Alternate Approach…I’ll share the trends that I’ve observed,

and books that I have read or heard

at least two times, but generally more.

and link you to the Audible store,

While the future I cannot foretell

these principles will serve you well.

Principle 1: Extrapolation is the best starting point for prediction

Once Upon a Time, Three Networks Dominated the Media Landscape in the United States

Every day, these guys would define the news…

... while local affiliates and newspapers sold scarce audience access at monopoly prices

Then one day Ted Turner launched the cable TV revolution...

And one of these guys invented the Internet...

The means of news production and distribution were democratized...

Twin revolutions fragmented audiences, causing major economic upheaval

• Hundreds of cable channels, exponential growth in Web sites

• Mass media came under economic pressure leading to

• Demise of TV doctor

• Papercuts

Facebook went public at 20x the value of The Wall Street Journal…

WSJ (2007) ABC (1995) Facebook (2012)

…and has more than quadrupled since 2012

WSJ (2007) ABC (1995) Facebook (2012) Facebook (2017)

Market Capitalization Perspective

Facebook Walmart

Learning the Laws: Moore’s and Metcalfe’s

Eye (or Ear) Openers to Digital Opportunities

Principle 2: Improbable events will have outsized influence in your life

Which of these did YOU predict?

Understanding Disruptive Innovation• High-end products add features

most customers can’t use

• Incumbents cede low end to “not good enough” entrants

• Low end, competing with non-consumption, gradually improves

• High end fails suddenly as upstarts become “more than good enough”

This Week’s News

Comparative “Metro” Area Populations

“(In 1905) McClure’s Magazine…recounted the story of that country doctor and his brother, and of St. Mary’s Hospital, which handled more surgical cases annually than any other hospital in the United States, more than even the great Johns Hopkins.”

(The Doctors Mayo, Helen Clapesattle, p. 289)

Principle 3: Mindset Matters More than Skill Sets

Skill Sets• Speaking - Vocabulary secondary to basic grammar

• Digital Production - shooting, editing and streaming video, and photography/images

• Writing - represents you when you’re not present

• Active Voice!

• Avoid cliches like the plague!

The Two Basic Mindsets• Fixed: “Performance reveals my ability and IQ. Others

recognize these traits in me and value my accomplishments.” (I’m smart!)

• Growth: “I can change abilities significantly. If I can’t do something now, I probably just haven’t worked hard enough at it yet.” (I can learn!)

• Your presence today is a step toward adopting or reinforcing a more growth-oriented mindset.

Mayo Clinic’s First Social Networkers

Dr. William J. Mayo’s Travels“By the end of the 1920s Dr. Will could say he had studied surgery in every town in America and Canada of one hundred thousand population or more, and had crossed the Atlantic thirty times.”

(The Doctors Mayo, Helen Clapesattle, p. 405)

Countries Dr. Will Mayo Visited

Countries Dr. Will Mayo Visited

Austria Denmark Ireland ScotlandAustralia England Italy SwedenArgentina Fiji Mexico SwitzerlandBelgium Finland New Zealand UruguayCanada France NorwayChile Germany PeruCuba Holland Russia

The Surgeons Club

Principle 4: The Growth Mindset Creates Optionality

My Personal Preparation and Positioning• Buying an Apple IIe in 1986 and a Mac SE/30 in 1989,

and 4th Dimension database software on clearance

• CompuServe and AOL, and telecommuting via fax (1994)

• Buying miniDV digital video camera

• Lines from Lee wordpress.com blog in 2006 (eventually became Social Media University, Global (SMUG)

• Becoming a monthly Audible subscriber

Proceed Until Apprehended!

Managing Media Mania w/Conjoined Twins• Collect. Process. Review. Do.

• The Creative Catalyst of Inbox Zero

• The Two-Minute Rule

• “Is this actionable?”

• Do-Delegate-Defer-Delete

• What’s the next action?

GTD in Teams

Involuntary “Representation” in Social Networks myspace.com/MayoClinic

Optionality via Free Platforms and Low-Cost Tools

• 2007 - Facebook

• 2008

• YouTube

• Flip Cameras

• Twitter

• Blogs

A Series of Improbable Events

• Carlsen Twins Separation and Star Tribune relationship

• Coffee with Maura and May

• Following me for a day, including Tweetcamp

• CNN story on Henry Ford Hospital Twitter surgery

• A call from ABC News Medical Unit…

Principle 5: Think Analogically

• When promoting initiatives, emphasize similarity with the familiar and continuity with the past.

• Novelty is overrated and can be a hindrance.

Can you spot the analogy?

… and is part of the DNA of healthcare!

Social Networking is part of Mayo Clinic’s DNA…

The Surgeons Club for Social Media in Healthcare

FREE Basic membership: socialmedia.mayoclinic.org

#MCSMN: A Catalyst for Health Care Social Media

• Guidelines

• Best Practices

• Platforms

• Training

• Consultation

The Mayo Clinic Social Media Network• The Mayo Clinic Social Media Network (#MCSMN) exists to

improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.

• Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.

• Makes resources developed for Mayo Clinic staff available to peers, and generates revenue to support mission.

Principle 6: Develop a “Barbell” risk profile

Principle 7: Pursue Personal Growth

1.Extrapolation is the best starting point for prediction.

2.Improbable events will have outsized influence in your life.

3.Mindset Matters more than Skill Sets.

4.The Growth Mindset Creates Optionality

5.Think Analogically

6.Develop a “Barbell” Risk Profile

7.Pursue Personal Growth

Tweetable Truths on Skill Sets and Mindset

Go Forth and Grow!Lee Aase (@LeeAase)

Mayo Clinic Social Media Network (#MCSMN)

[email protected]