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Making Academic Research Go Viral: Six Principles

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Can a bad hair day nix your raise? Why is it risky to pitch an idea that is too perfect? These topics are headline fodder for stories about academic research by Stanford Graduate School of Business professors.

In this talk presented at 2015 Confab Higher Ed, Karen Lee shared how Stanford Business turns potentially dry academic studies into engaging stories, and strategically disseminates them for targeted reach and high impact.

For those who find original content creation challenging, this presentation reveals six principles on how our editorial team works with faculty to retain academic rigor while telling stories that people want to read and share. Karen also showed effective ways to extend the reach of your content via the web and social media, how to tailor content for your own properties and mass media partners, and why it’s important to recycle stories.

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Making Academic Research Go Viral: Six Principles

  1. Making Academic Research Go Viral Karen Lee @karenlee #confabEDU
  2. We looked back on what we learned - what worked, what didn’t - from writing and sharing academic stories Six Principles from Stanford Business
  3. While I was at the GSB, I felt intellectually on fire – now that I’ve graduated, the GSB keeps that flame alive by providing me with stimulating content and unique perspectives on big compelling issues. - Alumna
  4. 1. Create stories that teach and reach “If you can’t explain to a six year old, you don’t understand it yourself.” - Albert Einstein ➔Fulfills a public purpose to promote education and learning ➔Fuels people’s desire for lifelong learning ◆Help people better understand the world ◆Inspire people (practical, aspirational)
  5. Stanford Business objective We help increase the reach and impact of business management research and insights to influencers who are seeking knowledge to change lives, organizations, and the world.
  6. Our website is the anchor
  7. Before: June 2012
  8. Designed & organized for readers
  9. Bigger type Jump to topic pages Emphasis on richer visuals Social sharing Dive into other stories See faculty profiles and related papers, articles
  10. Sign-up for our e-newsletter Jump to related stories Shortened link to share Social sharing
  11. “Those groups without whose support the organization would cease to exist.” - 1963 memo, Stanford Research Institute 2. Be accountable to your stakeholders ➔Who are your stakeholders? ➔How does your organization build trust? ➔How do you convey your mission & goals? ➔When do you seek their feedback?
  12. Editorial process Trigger Do research Meet with professor Brainstorm story format Develop story/assets Share story with professor Receive feedback, make edits Get approval Get feedback from professor Publish on website / magazine Promote
  13. 3. Find storytelling to fit your audience ➔Who is your audience? ➔What types of storytelling formats do you use? ➔How does the type of content or platform influence the way you choose to tell a story?
  14. Story: Who’s making the ethical decisions in a driverless car?
  15. Story: A change to a tax credit could kill the nascent U.S. solar industry
  16. Embrace criticism because it’s good for quashing bad ideas (here’s how)
  17. Best practices for video interview ➔Do your homework ➔Keep it conversational and light “It’s all about control without making it look controlled.” - Beth Rimbey ➔Go in with a narrow idea of what you want the end product to look like ➔Take your time
  18. 4. Focus on building your reach ➔Where is your audience? ➔Can you do more with less? ➔How unique is each channel, platform, or product? Where is there overlap? ➔What are the requirements to support your platform or product?
  19. Where you can find Stanford Business stories Website Magazine Email PartnersSocial Media
  20. 5. Think evergreen: recycle & repackage ➔What channels do you use to share your content and stories? ➔When can you recycle and peg your stories to what’s happening in the news? ➔How do you tailor your content to specific channels?
  21. SlideShareA Look Back at 2014
  22. 7 Business Books and Business GoalsSetting Vague Goals
  23. Goals: Teach & build a relationship ➔Reach more people ➔Create compelling content ➔Engage with content ➔Read other stories ➔Amplify story ➔Create loyalty
  24. 6. Define and measure your success ➔What do you keep track of (or not)? ➔How do your metrics measure your organization’s objectives? ➔What is your process for determining what you should continue or stop? ➔In what ways do you encourage new ideas and experiments?
  25. Potential experiments and tests ➔What angle should we use? ➔Are people interested in reading about this particular topic? ➔Will readers watch a video? ➔Does story format affect social sharing? ➔Which subject line is better? ➔Should we be on Periscope?
  26. Tumblr Long-form story
  27. Video story
  28. Infographic Infographic
  29. Use Buzzsumo to find your viral stories
  30. ➔ When Power Moves at Work Backfire ➔ 7 Myths of Boards of Directors ➔ Why Winning Could Go Wrong in a Fitbit World ➔ Facebook Profiles: The Biggest Bank of Personality Data? ➔ When To Bootstrap Your Startup Facebook Profiles 28.1%, 5.2% 7 Myths of BoDs 27.0%, 7.1% Email
  31. Follow on Periscope: @StanfordBusiness
  32. 6 Principles from Stanford Business 1. Create stories that teach and reach 2. Be accountable to your stakeholders 3. Find storytelling to fit your audience 4. Focus on building your reach 5. Think evergreen: recycle & repackage 6. Define and measure your success
  33. If you’re interested in a copy of my e-book on how to tweet, get in touch: Karen Lee karen.poi.lee@gmail.com @karenlee Thank you!