Social Media Marke-ng for Academic Research
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1 Social Media Marke-ng for Academic Research 1 David Altman Mar.n Son Susu
2 Using Social Media in Technology Licensing Offices 2 David Altman Manager Marke9ng and Communica9ons Boston Children s Hospital Technology and Innova9on Development Office
3 3
4 TIDO at Boston Children s Step one: Who is our target audience? 4
5 TIDO at Boston Children s Step two: How is our audience using social media? 5
6 Where is Everybody? 6
7 TwiJer Over 1 billion registered users, 288 million ac9vely monthly 500 million Tweets per day Over 50,000,000 healthcare tweets since incep9on; 7 over 5,000 comments Over 1,000 common healthcare hashtags
8 8
9 Why TIDO uses TwiJer Build our reputa9on Reach people who should know about our technology and research 9
10 Why TIDO uses TwiJer Learn from: Peers Thought leaders Poten9al partners Academic community 10 Industry and market news Increased traffic to TIDO website
11 Content We Share Stories Thought leadership Startup/licensee company milestones Deals Technology and research developments Videos Technologies available for license 11 Research and inventor profiles Events and conferences 11
12 Healthcare Hashtag Project 12
13 Next Steps Start following your favorite peers, influencers, companies, contacts, etc. Observe Join in Share ar9cles 13 Filter out the noise 13
14 TwiJer Tips 50/50 rule Tweet live at conferences Photos get you more views Create lists Tweet aaernoons and weekends 14 Measure your effec9veness 14
15 hjps://bitly.com/1b1tfrp
16 Follow David
17 Social Media Marke-ng for Academic Research 17 Susu
18 Crea-ng, Curra-ng, Connec-ng, and Culture! 18
19 Why go Social? Informal Cost efficient Leads genera9on Diverse audience Interac9ve feedback SEO 19
20 Start with a Marke-ng Strategy Marke9ng Goals/ Objec9ves Targeted Audience 20 Social Plaforms Metrics Thought leader? Listener? Communicator? Demographics Research area Companies Technologies Twiger LinkedIn YouTube Facebook Pinterest Instagram Google+ Ac9vity metric Impact Reach Chager about you Leads/Connec9ons Google Analy9cs
21 Social Media Tools #1 21
22 Leverage the Power of LinkedIn! Post interes9ng updates, blogs, events Join and connect in groups Create your own: Group TTO page Showcase your researchers & technologies 22
23 Why LinkedIn Group? Builds thought leadership Connects a thriving community Drives traffic to your website Leads generator Enables marke9ng Sends weekly messaging 23
24 24
25 Social Media Tools #2 25
26 26 hgps://
27 YouTube Best Prac-ces Customized YouTube Channel Live stream of events Showcase your researchers and webcast Focus on searchable keywords/tags 27 Imbed YouTube on your website
28 Cura-ng Content Start with a few faculty/researchers Link to their journals, magazines and centers Post frequently Check on do s and don ts 28 with MarCom
29 Social Media Tools 29
30 Resources hgp:// an- Account- on- LinkedIn hgp:// ways- to- interact- on- linkedin/ hgp://blog.hubspot.com/blog/tabid/6307/bid/ 23454/The- Ul9mate- Cheat- Sheet- for- Mastering- LinkedIn.aspx 30
31 Tomo360 Crea-ve Connec-ons to your Customers Susu Wong 31 Facebook: Twiger:
32 Implementing a Successful Social and Digital Marketing Strategy 32 techtransfer.tufts.edu Mar9n Son Associate Director Tuas University MATTO Seminar March 25, 2015
33 Social Marke-ng Recap Why Use Social Marke9ng? inventor profiles enhance office awareness/reputa9on increase audience reach increase traffic to your website generate leads for deals What Content to Promote? thought leadership available technologies news/events success stories 33
34 Focus #1: Promote Your Brand Objec9ves Increase name recogni9on Make offerings more well- known Inform people how to do business with you Enhance posi9on as industry leader 34 Implementa9on Examples Blog to share key informa9on about office opera9ons Comment on research capabili9es or partnership opportuni9es on LinkedIn Tweet campus events to learn about technologies and research YouTube technology videos
35 Focus #2: Promote your Technologies Objec9ves Find licensees Iden9fy research partners 35 Implementa9on Examples Blog about a unique aspect of the technology Tweet when new content is added to web lis9ng Post about available technologies on LinkedIn groups Use Twiger hashtags to reach appropriate audience
36 Target Your Audience Internal Inves9gators (new and seasoned) faculty, students, postdocs University administra9on Affiliated ins9tu9ons External Investors VCs, angel groups Entrepreneurs Industry partners TLO peers 36
37 Make the Most of Your Website Website as central repository for content Available technologies (searchable) Featured ar9cles 37 innovators, technologies, success stories News and events Blog pos9ngs Connec9ons to social media presences Youtube videos, LinkedIn group, Twiger feed Reuse, extend, repurpose your content
38 Available Technologies 38
39 Featured Ar-cles 39
40 News/Events, Blog Posts, Videos, Etc. 40
41 Consider a Website Content Management System (CMS) Many popular open- source website CMS plaforms WordPress, Joomla, Drupal Large, established developer 41 communi9es New modules/features created Support for customiza9on Direct user account based access WYSISYG edi9ng HTML knowledge not needed Ongoing direct access to web server not required
42 Make the Most of your Database Automate uploading/upda9ng of available technologies on your website Third party database embedded func9onality (e.g., Inteum Technology Publisher) Webhost based capability (e.g., Perl scripts/cgi- bins) Website CMS based capability 42 Standardize your data feed MATTO/AUTM XML schema
43 Measure Your Progress Plaform- specific analy9cs Facebook Insights, Twiger, YouTube, LinkedIn Website user analy9cs Google Analy9cs 43 URL shorteners with built- in tracking bit.ly, ow.ly, TinyURL Social media influence Klout
44 U-lize Technology Portals Mass Tech Portal AUTM Global Technology Portal Third Party Portals, IP exchanges ibridge Network techtransferonline.com 44
45 Layman s Guide to Using the AUTM GTP 45
46 Contact Informa-on Mar9n Son, Associate Director Jennifer Tsai, Associate Director for Commercializa9on
47 Ques9ons? 47
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