Social Media Residency added to Summit Week

At the launch of the Mayo Clinic Center for Social Media in July 2010 we announced that the Center would provide various kinds of training in social media, including what we called “week-long bootcamps.” The original idea was that we would provide opportunities for Mayo Clinic staff to get a week of social media immersion, and that we would open it for non-Mayo people to attend for a fee, which would support the Center’s budget. We have had several inquiries over the last few months about when bootcamp training would be offered.

As our thinking has evolved, we saw a way to offer this training in conjunction with our Social Media Summit, produced with Ragan Communications, which is our major educational event for the year. The Summit includes two-and-a-half days of intensive training, after which we have planned our Member Meeting/Unconference for the Social Media Health Network. We now plan to fill out the week with a 14-hour intensive course called Social Media Residency to provide the hands-on training component.

Member Meeting/Unconference

Following the Social Media Summit, we will have a Member Meeting of the Social Media Health Network, in a modified “Unconference” format. This portion will run from 2 p.m. Wednesday until noon Thursday. For more information on how to join the Network to be eligible to participate in the Member Meeting (and for significant savings on registration for the Social Media Summit), see the Network tab.

Social Media Residency

The Social Media Residency will provide hands-on experience and a framework for planning that will enable participants to quickly implement social media strategies in their work.

We plan to limit the program to 80 participants. We will match them according to common interests, and have them work in eight-member teams. We will have a Chief Resident (one of our staff or internal/external advisors) for each of these cohorts, to facilitate discussions and answer questions.

Portions of the curriculum will be didactic, but there also will be hands-on learning opportunities and small group or individual interactions. We will develop a textbook/handbook for participants.

Below is a draft outline of material to be covered. If you have suggestions for improvement, we would be glad to have you add your ideas in the comments below.

Social Media Residency Session 1 (Thursday 12:30-5 p.m. with lunch provided)

• Overview – Philosophy, Strategy and The Social Media Pyramid – 30 minutes
  • Tools are NOT strategies!
  • Goals are NOT strategies!

Twitter Rotation – 90 minutes

• Built on Tweetcamp curriculum
• Twitter culture and rules of engagement
• Customizing your Twitter profile page
• Twitter desktop clients, mobile apps, online services (e.g. Tweetdeck, CoTweet, Hootsuite)
• Twitter measurement/tracking with bit.ly
• Backtweets, Tweetreach and other measurement services, illustrating with #mayoragan reach from previous 3 days
• Custom shortened URLs
• Creating, managing and following lists
• Hashtags and chat involvement
• Communty development and participation
• Expectation for the remainder of Residency that participants will be tweeting, immediately applying what they have learned
• Break – 30 minutes – Set up Twitter if you don’t have it yet, install apps on smart phone if you have one

Social Networking Rotation – Two Hours (3-5 p.m.)

• Facebook
  • Overview
  • Facebook culture and rules of engagement
  • Privacy management
  • Distinguishing privacy from secrecy from civility
  • Using Friend Lists
  • Groups vs. Pages
  • Application Development
  • Custom Landing Tab
  • Targeted updates
  • Facebook Advertising
• LinkedIn
• Internal Social Networking
  • Yammer
  • Jive
  • Facebook – closed or secret groups
  • Wiki platforms (SAS or hosted, or on Network site)
  • WordPress/BuddyPress

Social Media Residency Session 2 (6 p.m. – 9 p.m. with dinner provided)

Video Rotation

• Shooting with a Flip or Kodak
• Hands-on shooting
• Hands-on video editing
  • Windows options
  • Mac options
• Setting up a YouTube channel
• Other video platforms (e.g. Vimeo)
• Uploading, naming and tagging videos for maximum effect

Friday, Oct. 21, 2011

Social Media Residency Session 3 (8 a.m. – 2 p.m. with breakfast and lunch provided)

Blogging Rotation – Tying it all together – Two hours

• Blogging Platforms Compared
• Starting a WordPress.com blog
• Safe learning through a Secret Blog
• Domain mapping to plan for long-term growth
• Advantages of Self-Hosted blogs
  • More video player variety
  • Sidebar widgets
  • Increase functionality through plug-ins
• Migrating from WordPress.com to self-hosted
• Managing levels of permission (contributor, author, editor, administrator)
• Integrating with Facebook and Twitter
• Podcasting
• Embedding Video
• Embedding Slideshows/Slidecasts
• Scheduling posts and developing an editorial calendar
• Creating a BuddyPress community
• Break (30 minute)

Case Studies, Brainstorming Solutions and Writing Mini-Plans

• Brainstorming 10:30-Noon
  • Volunteers to describe their situation for their 8-member cohort
  • Whole table works with them to brainstorm creative applications and combinations of the basic tools
  • Goal is a 1-2 page plan developed in two hours
• Lunch and fine-tune two-page (Word) or 10-slide (Ppt or Keynote) plan Noon-1
• Tables report on their case studies, present plans to broader group (1-2 p.m.)

We realize that the Social Media Residency program is intense, with 14 hours of training in a 25-hour period. But unlike medical residency programs, there are no all-night shifts, and through this schedule we enable participants to catch flights home Friday night, either from RST or MSP.

We welcome your feedback and ideas on the program for the Social Media Residency. We are not yet ready to accept registrations, but wanted to publish this “save the dates” notice for those attending the Summit who may be interested, so you can account for it in your travel plans. If you would like to receive more information on the Social Media Residency, including updates when registration is open, please contact us via email.