Maximizing Social Capital to Increase Core Facility Exposure and Usage
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Marketing your core facilities has never been more important. Start today, I'll show you how.
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Maximizing Social Capital to Increase Core Facility Exposure and Usage
- 1. Ryan Duggan, Technical Director University of Chicago Flow Cytometry (UCFlow) Maximizing Social Capital to Increase Core Facility Exposure and Usage
- 2. How to get in contact with me • about.me/ryanduggan (online business card) • plus.google.com/+RyanDuggan (my “network of choice”) • twitter.com/RynDggn (@RynDggn) • 773.809.DGGN (sms/voice)
- 3. CYTO-U Webinar • For more detailed explanation of the basics • http://cytou.peachnewmedia.com/store/seminar/seminar.p hp?seminar=25695
- 4. Take home messages • Funding is uncertain • Technology-based Shared Resource Lab (SRLs) are the Nexus • Investigators need partners (Philanthropists need places to put their money). • Their search will include online networks (search/social) • Be present, Be discoverable • Establish expertise by consuming, curating, creating • Increase social capital (online credibility) Expertise Social Capital
- 5. Why invest the time and effort? • Funding landscape has changed • Quantity • Project Type • People use the internet to connect with collaborators • Search, social, colleagues • Biomedical science (technology-specifically) is Awesome • Interact with peers • Interact with lay public • Create advocates
- 6. Frame the discussion (U.S.) $16,406 $30,362 $27,167 $30,861 $29,151 $30,165 $11,300 $21,080 $17,699 $16,405 $16,651 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Dollars(Millions) Current $ (Millions) 1995 Constant $ (Millions) Presiden t's NIH Budget Source: NIH Office of the Director, Office of Budget: http://officeofbudget.od.nih.gov/
- 7. • NIH/Federal is only one component of Research Dollars (30%) • Pharmaceutical/Biotech makes up 55% • Philanthropy, Institutional Funds adds 15% • Most increases in funding are geared towards clinical research projects. • Funding is flat, but costs are increasing Compiled by Adam M. Katz http://www.researchamerica.org/uploads/healthdollar12.pdf Recession Starts ARRA Funds
- 9. Funding $’s Directed Towards Clinic $’s geared towards Basic Research Declining Difference is more dramatic when comparing Basic/Basic Research
- 10. • Uncertainty in funding. • Diminished SRL usage by traditional userbase, namely R01 awardees and publicly funded investigators. • Funding shifts towards clinical/disease-state researchers. • Industry partnering with Research Inst. to save money. • If we want to increase usage in our SRL, we’ll want to understand the needs of these groups. Zzzzz. What does this really mean?
- 11. Solution • Diversifying your target userbase will insulate your SRL from changing funding landscape • Expand your services to cater to this non-traditional usersbase. • Use social media outlets to network with people from these various groups. • Build an online presence to demonstrate expertise of the core facility and yourself (social capital)
- 12. Why invest the time and effort? • Funding landscape has changed • Quantity • Project Type • Investigators use the internet to connect with collaborators • Search, social, colleagues • Biomedical science (technology-specifically) is Awesome • Interact with peers • Interact with lay public • Create advocates
- 13. Like it or Not, These are Your PI’s
- 14. Investigators are looking for partners What can I do with all my $
- 15. Why invest the time and effort? • Funding landscape has changed • Quantity • Project Type • Investigators use the internet to connect with collaborators • Search, social, colleagues • Biomedical science (technology-specifically) is Awesome • We have the coolest toys • Interact with peers and lay public • Create advocates
- 16. I <3 Science!
- 17. SOME SOCIAL MEDIA BASICS The 3 C’s
- 18. An Evolving Marketing Plan One-way broadcast of message Message shaped by consumer’s social network
- 19. The Three C’s • Content Consumers • Use Social Media to be informed • Content Curators • Share Social Media to inform others. • Content Creators • Create content that can be shared. Consumers Curators Creators
- 20. Start by listening • Listening is key. • The internet is a very noisy place that’s contantly trying to grab your attention. • Like a finely tuned cytometer, you need to resolve the useful information from all the noise. Useful Information Noise Useful
- 21. Start by listening • Gate out the noise using various tools so it’s easy to pick out the important information. • E.g. Twitter keyword searches and lists, Google Alerts, LinkedIn Interest Groups, RSS feeds for key blogs and journals, news aggregators like Flipboard, and following key people on any service. Useful Information Noise Useful
- 22. Single platform that allows you to tap into many networks and display the information all in one place Hootsuite
- 23. Beware the Echo Chamber Rate of the flow of ideas Impactofideas Isolationist Echo chamber Diversity in Social Group If you measure the rate of the flow of ideas, you would see a spectrum whereby on the low end you’d have no flow of ideas (the isolationist) and the high end, you’d have a situation where the same ideas get passed around quickly creating an echo chamber. The spot where new ideas have the most impact is in the middle where there is a diversity in the social network so that new ideas can be exchanged freely. Sandy Pentland: “Social Physics: How good ideas spread.” http://youtu.be/HMBl0ttu-Ow?t=19m51s
- 24. The Art of Curation • Once you’re able to filter out the noise effectively, you’re ready to start curating. • Pick a platform that you’re comfortable with and learn how to reformat content for that service. • Remember our goal is discoverability, so share publicly Userbase Characteristic Utility Facebook 1+ Billion Everyone is here, including Framily. One stop shop, see family pics and talk shop Twitter 560 Million 140 characters, real- time news Great for curation of links Google+ 400 Million Search giant does social Blog-like posts, hangouts, communities LinkedIn 240 Million Social Network for Professionals Focused groups, business- centric networking
- 25. Cross-posting • Social networks have their own look and feel for their content • Cross-posting is a legitimate time saver and can be used for some content. • Most of the time you should format content for the platform. • Simultaneously talking to multiple groups of people
- 26. No. 1 rule to Curation • Add something to the conversation. Good Tweet Bad Tweet
- 27. Second-Tier Social • Niche platforms, high specialized, public or private • Listserves • Nings (DIY Social Network) • Facebook/Google+/LinkedIn Groups/Communities. • Great for talking with colleagues • Beware the echo chamber. • ABRF Forums/Marketplace
- 28. Feeling Creative? Then Create • Blogging, Videos, Tutorials, Quick snippits, commentary on a publication or article, answering questions in a forum, etc… • You’ve been consuming good content and you know what you like. • You’ve been curating other people’s content and you recognize what types of content is shareable. • Now it’s time to create.
- 29. Blogging • Easy to do • Doesn’t have to be earth shattering. • You’re all expert in some technique, assay, software, hardware, etc… • Write what you know. • You may want to talk to your peers, your users, or the lay public
- 30. Video • On average, video is shared 12x more than text* *http://blog.hubspot.com/blog/tabid/6307/bid/33513/Visual-Content-Trumps-Text-in- Driving-Social-Media-Engagement-INFOGRAPHIC.aspx
- 32. Getting Shared/Liked/+1/RT • Try not to look like a spammer or bot. • Fill out your profile with images, text, links, etc…
- 33. Brands and Personalities • Your Facility • Longevity in spite of turnover • Typically less baggage • Easy to share the load • Logo • Unified across platforms. • You • Can take your brand with you. • Have better control over the presentation. • Aids in professional development. • People are key. • Show your face
- 34. Summary • Use filtering tools to become an efficient listener • Broaden your interactions to avoid the echo chamber • Curating can be an effective way of gaining social capital • Create sharable content so happy end-users, aspiring philanthropists, and the general public do the marketing for you.
- 35. SOCIAL MEDIA LEVEL: NINJA Getting the most out of your effort
- 36. S-E-Oh no he didn’t • Search Engine Optimization (SEO) • Increase your search ranking on Google • Search today is weighted heavily by social interactions not just the use of keywords. Search engine ranking is all about social - https://medium.com/p/8b884d71aae5
- 37. Which Platform? • Short answer – it doesn’t matter • What does matter is getting out there and doing it. • They all have strengths and weaknesses. • You’ll likely use more than one (cross-post).
- 38. But it takes sooooooo much time. • Using efficiency tools, you can minimize your discovery time. • Liking/+1-ing/RT/Favoriting takes no time at all. • Curating taking very little time (make sure you actually read what you’re sharing). • Creating takes time (blogging, video) • Make hay when the sun shines.
- 39. Frequency of tasks Task duration frequency when Total weekly time (hours) Consume social major (twitter, G+, Purdue) 60 minutes Daily (morning 10 min., afternoon 10 min., evening 10 min.) 7 Consume social minor (LinkedIn, Research Gate 30 minutes Bi-weekly morning 1 Read non-journal articles (Pocket) 20 minutes Daily Evening 2.3 Google+ Cytometry Community 15 minutes Daily All day 1.75 Blogging 5 hours Monthly When I have a chance 1 Video (creation) 5 hours Monthly Hangouts 1 TOTAL 14 hours per week Avg. daily hours of T.V. watching for U.S. adults = 4.5 hrs (31.5 hrs/wk)
- 40. My 6 point strategy - #1 Social networks start at home • You can use social networks to interact with your current user base. • Prioritize any comments/posts made by your users • You can set up Twitter searches based on location or create a custom list of your users. • Share your content with them directly instead of putting it out there and assuming they’re following it. • Don’t forget the old school social networking – lab meetings, works-in-progress, Thesis Defense. • Setup filters/alerts to find and congratulate them on a publication and thank them for the acknowledgment.
- 41. My 6 point strategy - #2 Exploit efficiency tools • You cannot possibly find/read everything, so don’t try. • Hootsuite – cuts down on the # of sites I need to visit and filters the content. • Pocket – one click browser plug-in that stores articles and web pages to be read later • IFTTT Recipes – Favorite something in Twitter, linked content get sent to Pocket. • Schedule content. Write a bunch when you have time and schedule them to go out slowly. Gives the appearance you’re always online.
- 42. My 6 point strategy - #3 Consume • Use Hootsuite (open all day long) • Google Alerts set up to send news items relating to cytometry (automatically sent to my email as they hit) • Monitor cytometry-related keywords in Google+ (check daily)
- 43. My 6 point strategy - #4 Curate • Retweet items of importance to my communities and add description as necessary. • Any items that come through Google alerts or twitter can be repackaged and reshared on Google+ • Sprinkle in non-cytometry, science/technology related items to interact with a larger crowd (avoiding the echo chamber).
- 44. My 6 point strategy - #5 Interact with other people’s content • +1/Like/Favorite people’s content when appropriate • Gain new followers and connections, build your base, avoid the echo chamber. • Offer help/suggestions/useful links to distress signals. Nearly every time I find someone’s lonely post hanging in the ether and like it, I almost immediately gain a follower. Friendraising before Fundraising
- 45. My 6 point strategy - #6 Create good content. • Blogger (ucflow.blogspot.com) • YouTube (youtube.com/TheRynDggn) • Google+ Cytometry Community Lorem ipsum dolor Sit amet, consectetur adipiscing elit. Curabitur interdum, ipsum quis condimentum tempus, elit. Lorem ipsum dolor Sit amet, consectetur adipiscing elit. Curabitur interdum, ipsum quis condimentum tempus, elit. Lorem ipsum dolor Sit amet, consectetur adipiscing elit. Curabitur interdum, ipsum quis condiment tempus, elit.
- 46. Challenge • If you’ve not already implemented a Social Media strategy for your core facility, Start TODAY. • If you’re currently using these tools professionally, make a pledge to interact daily (+1, Like, RT, Blog, etc…) • If you want to collaborate on social media efforts, contact me.
- 47. Thank you
Hinweis der Redaktion
- I’m going to go through these premlimary slides quickly, so we have time at the end to do some demos. If you want to hear me deliver these slides in more detail, I’ll refer you to the CYTO-University webinar from last month.
- #1 impediment to creating and maintaining a social network presence is time.
- We’re now functioning at 2001 funding levels.
- It’s not just government that’s having problems. Industry was hit hard by the recession and have not been able to invest in r&d much. Philanthropy, which was thought to possibly supplement the lost funding from the government hasn’t really done so. Philanthropic giving hasn’t necessary dropped, but it’s steady growth and small percentage aren’t helping the situation either.
- Don’t be a one trick pony. If you’re use to simply having a warehouse of cytometers that you’ve trained users to run their own stuff, you might find that’s not an appealing prospect for a clinical researcher who has no grad students and limited training in benchwork.
- Like it or not, this is the future, and the way this generation likes to communicate, network, and search is online, using social media.
- Previously, the way in which an SRL was recognized was through publications and meeting presentations. Now, you can market your lab using social media so that you’re discoverable. When a funded investigator goes looking for flow cytometry services, you want to be the best, most professional looking option. I receive countless emails from people all over the world asking me questions or for help. Of course many of them don’t translate into billable services, but some of them do.
- Marketing strategies tend to change every 20 years. We’ve gone from the era of door-door salesmen, to pitchmen, to personalities (characters, sports stars, etc..) and even trusted spokespersons (celebrities – Matt Damon water.org). All of these involve the company attempting to sculpt and shape a specific message or brand that can be broadcast to consumers. In today’s environment we’ve made a shift towards the consumers who are in the marketing chair. They are the ones shaping the message by what they share. Good and bad. Many companies (core facilities) have made the evolution to a broadcasting style of marketing. E-mail blasts Web site info Posted flyers in the halls These types of marketing strategies are ineffective once consumers (users) become aware. When a brand or company develops share-able content, people are unaware they’re being sold something.
- If you want a dual purpose social network, Facebook and Google+ are best. They both allow you to keep a personal and professional presence online.
- These are useful for gaining social capital amongst your peers.
- I’m not talking online to fellow SRL technical directors primarily. You’re never going to become one of my users. I’m focusing on the end-user here, therefore, the information can be basic.
- Your profile page and image is your brand.
- University of Chicago Flow Cytometry Core Facility = UCFlow The image conveys
- Key ingredient for discoverability is social sharing.
- Even now, while I’m giving this webinar, I have tweets going out highlight some of the key points.