Social media for academics


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how academics and researchers can use social media to build collaborative relationships

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Social media for academics

  1. 1. Personal Branding for Academics Dr Alan Rae – Managing Partner Copyright Dr Alan Rae 2010 1
  2. 2. Personal Branding 1. It’s b t 1 It’ about generating opportunities. ti t iti 2. You need a strong story that connects you to your peers. g 3. You have limited time for sales and marketing – 12 hours are what SME owners do. 4. 4 You can use the internet to develop new contacts. 5. 5 We can help you achieve this Copyright Dr Alan Rae 2010 2
  3. 3. What’s your story? y y • You need a narrative that connects you to the people you can work with and motivates them to collaborate with you. It should be y Compelling – Relate you emotionally to the listener – Phrased in their language – Attract them to work with you • It needs to be absolutely crystal clear and unambiguous about what you do and why why. • All our research shows that people work with p p people that they know what they do y y Copyright Dr Alan Rae 2010 3
  4. 4. Getting your story right One exercise that I find useful is to compare our needs and values with those of partners p This can give us a framework in which we can develop compelling narratives. ti This is all about values and how people think 4 Copyright Dr Alan Rae 2010
  5. 5. How do I tell it? • Y can tell i i writing, f You ll it in i i face to f face or online • For most of us building contacts involves face to face activity – the action of the play. • The scenery is the online / written collateral • The next slide shows your options Copyright Dr Alan Rae 2010 5
  6. 6. Approaches to pp Market Copyright Dr Alan Rae 2010 6
  7. 7. Criteria for spending much time online • Balancing on li and offline? B l i line d ffli ? • National vs Local? • Scalable – or not? • Transactional– Transactional or relational? • How much do I believe in chance and random connections? d i ? • Academics are global and non scalable Copyright Dr Alan Rae 2010 7
  8. 8. On line networks work the same as face to face ones • P People h l have to lik you and trust you like d before they follow and recommend you. y y • You need to get to know people first before you can convince them in a face to face relational process • Doing small favours helps. • The online world works in the same way – but you have much greater reach Copyright Dr Alan Rae 2010 8
  9. 9. How networks operate p Networks are lumpy and uneven. This map of the internet that Lucent p py p produced in the 90s shows there are some really dense nodes that have many connections – while most have very few. Sales agents know lots of people and use their connections to do deals and generate money. It’s the same on-line – some people are much more known and connected than others. We find the same patterns occurring in networks, markets and anywhere that people make a free-ish choice about what they do, read or whom they associate with.It follows a power law. The second player in a market has half the market share of the number 1 player the third has a third the player, third, quarter has a quarter etc. If the leader has a 40% share then the number 2 has 20%, the number 3 has 16% and the number 4 has 10%. . Copyright Dr Alan Rae 2010 9
  10. 10. Branding is about being noticed by influencers • Find t h t Fi d out what conferences they go to and join i f th t d j i in. • Work conventional membership organisations • Write in the right journals and periodicals • Understand what motivates the influencers, • If we need to go on-line we can use linked-in, blogs and follow them on Twitter • BE CLEAR ABOUT WHAT YOU DO - AND WHY IT’S IMPORTANT TO THEM Copyright Dr Alan Rae 2010 10
  11. 11. Developing Trust • People trust people • That are clear about what they do y • That have a good reputation –Know their stuff Know –Do what they say –Are likeable or easy to work with • That get back to them quickly • That practice “givers gain” Copyright Dr Alan Rae 2010 11
  12. 12. Exercise – list 10 important p contacts in 2 disciplines Copyright Dr Alan Rae 2010 12
  13. 13. What to do with your 12 hours • Find Fi d a peer group t network with to t k ith • Be crystal clear about what you do • Get back to people quickly • Practice “Givers Gain” – do small favours Givers Gain • If you need to build an online presence – Yo can write one blog article and keep a presence You rite on one and a half social networks per week – Focus on Linked-in then Ecademy which combines on Linked in line and offline • Above all - LISTEN Copyright Dr Alan Rae 2010 13
  14. 14. You can be referred or you can be found • Being found on line means understanding what people are looking for and using those phrases – called keywords – to tag online objects. • Si l you have to research these – you could Simply h t h th ld do that by running a Google ad-words campaign – - or by using twitter • And then you need to put them in certain specific places in web sites, in blogs, on photos and videos etc. Copyright Dr Alan Rae 2010 14
  15. 15. When they notice you y y they check you out • You need something for them to find • Stories about you – PR • Profiles on social media • 10 things people really ought to know about your area of expertise • White papers to demonstrate thought leadership • Case studies and examples of your work • Testimonials Copyright Dr Alan Rae 2010 15
  16. 16. Particularly y Testimonials • In today’s business world people believe their peers – not the experts - ebay/amazon ratings • And certainly not the marketers • So make it easy for people to sa good things eas say about you • Why what you did was worthwhile • And hand out a few of your own to people you genuinely rate • It really does pay to be thoughtful about this Copyright Dr Alan Rae 2010 16
  17. 17. Many disciplines are small and traditional • You need to be known • You need to have a good reputation • Your face has to fit • You need others to speak for you • This is traditional old boy networking • Online new girl networking is j g g just the same Copyright Dr Alan Rae 2010 17
  18. 18. But you can use Social Media to speed it all up • S i l media are online networks Social di li k • The same rules apply as in face to face networks – Reciprocity – Listen before you talk – Be polite – Be helpful p – Be clear about what you do and what you want Copyright Dr Alan Rae 2010 18
  19. 19. The web runs on words • So you need to know how the keywords and tags operate • A dh And how t fi d th to find them and d l th d deploy them • And how it all connects together g • We call this “Punch above your weight” Copyright Dr Alan Rae 2010 19
  20. 20. How you do it • Fi t turn your story into keywords First t t i t k d • Test them using Google ad-words • When you’ve got them put them into – anchor text • S ll B i Small Business M k ti course sits over Marketing it • – Headlines page title keywords metatags Headlines, title, – Tags for any online materials you create • Create additional places you can link from – Blogs, Social network sites, other people’s sites Copyright Dr Alan Rae 2010 20
  21. 21. Use them as Meta-tags g • Description Tag is key –it s the description of it’s your page within the search engine report. If you don’t have it Google will cobble together some g g tosh from the page that you can’t control • Use most important keywords to make a strong 60 character title tag • H Have th most relevant keywords f the page in the t l tk d for th i the keywords tag • And make sure each page is different and relevant Copyright Dr Alan Rae 2010 21
  22. 22. Now you’ve got them – what do you do with them? • Put them in the anchor text of inbound links from partners – you may have to negotiate individually but it’s worth it y • Set up an affiliate link programme • Put them into your email auto signature y g • Build them into your auto signature when you’re blogging or posting where Google will see it • Use them for brand consistency with your off line messages • U th Use them t Tag your Blogs to T Bl • Create your own environments Copyright Dr Alan Rae 2010 22
  23. 23. Your online toolkit. You can create structures like this to get noticed by influencers Copyright Dr Alan Rae 2010 23
  24. 24. Social Media – Summary Ecademy Facebook Linked-In Linked In Ask to connect if you Look at profile - ask p know them. Get Connection Mechanism to connect Ask to connect introduced if you don't Can you see profile of someone you're not connected with ith Yes Y No N Yes Y Primary Use Business + Social Social Business Typical User Small Business Individual Corporate y Connection Style Random Amongst Friends g Deliberate Groups and Clubs yes yes Yes y Rich Media Friendly A bit Yes No Copyright Dr Alan Rae 2010 24
  25. 25. Source Media Blogs, Ecademy, YouTube • Ecademy • Ecademy is a smaller networking site but it’s a good place to start – the subscription is £10 per month. You can network online and offline with 100,000 other members worldwide. It also lets you – Create blogs – Advertise in the Market Place – Form special interest clubs p – Take part in discussions, seek advice from other members or give advice in response to the posts of others – If you devote time to learning to use it – it really is a school of online marketing. marketing • 2 unique features make Ecademy important: • It runs face to face meetings as well as online networking. • Google l k at it every d and anything you post th G l looks t day d thi t there, if you use keywords properly will deliver a search engine linking bonus. • It definitely has a pivotal role in an online marketing strategy. You can contact all of your connections once a month month. Copyright Dr Alan Rae 2010 25
  26. 26. Source Media Blogs, Ecademy, YouTube • Blogs g • We standardized on Wordpress because – It’s easy to use – It integrates with your own site – You can build it into a site – It’s customizable – The tagging is foolproof – You can link to other sites via your blog roll. • There are 2 flavours, .com and .org. The .com version is hosted by Wordpress, has everything in it you need and you can just set up. • The .org version is downloadable - you have g y host it yourself or you can buy a site already set up via Just Hosts • It’s very easy to set up and use and will be a main building block of y g your on-line activity. y • A Blog can be an ideal business tool as long as you can generate 300 - 400 words of well written copy every 7-10 days. If you put a Blog on the front page of Ecademy every week you’ll b i th t 100 Bl k ’ll be in the top Bloggers. Copyright Dr Alan Rae 2010 26
  27. 27. Source Media Blogs, Ecademy, YouTube • You-Tube • YouTube lets you upload short videos. These can be embedded in web sites or blog pages or online profiles to make them more interesting. • If you embed them in a page you get a lot of marketing data about who’s watching it. • On our Turkish Villa site I’ve embedded a video about Bodrum http://www seaviewturkey co uk/gallery v html • We can get Google analytics data on the video but also the demographics about who’s looking at it. So we can who s retag the video with the best keywords and boost the rankings. • For business you can create your own channel about your own offers. Copyright Dr Alan Rae 2010 27
  28. 28. Carrier Media Twitter, RSS • You need to know about twitter – • Its pure permission marketing. People follow you if what you say is useful. If you bore them – they’ll abandon you. y y y y • You’ve 140 characters to make your point. You can link to something you want to signpost – a Blog, an event, an offer. • Be interesting and converse - don’t broadcast • Tweetdeck helps you sort the conversations out • H tS it can automate your “business” posts. Chat with HootSuite t t “b i ” t Ch t ith colleagues, re-tweet items of interest and use it to inform and entertain. No more than 15% promotion p • Twitterfeed helps you feed material to it. • Route blogs and other posts via twitter to end user destinations in Facebook and linked-in. Copyright Dr Alan Rae 2010 28
  29. 29. Sink Media Linked-In, Facebook • LINKED IN • Most t M t transactional network ti l t k • You can only connect directly if you already know them via a first circle of people that you are directly connected toto, a 2nd circle of their connections and a 3rd circle of their connections. You have access to these people only by invitation. p p y y • To connect to a specific individual I can search for “Google vice president” I found one who’s a senior programmer in Krakow. 14 people who k K k l h know me k know someone who knows him. To contact him I can get a referral • Good for recruiting or structured selling particularly into corporates. • Groups (IOD, CIM, ProMarketing Forum) help you get known by asking and answering questions Copyright Dr Alan Rae 2010 29
  30. 30. Sink Media Linked-In, Linked In Facebook • FaceBook • I’ts allows 3rd party applications and is I ts good at importing pictures and videos • It blurs boundaries between ‘professional’ and ‘social’ worlds Fine if professional social worlds. you live blamelessly. • Special interest groups can be created such as ‘Facebook for Business’ or indeed “How to do Business” which has acquired 600 members with very little energy being applied. • RSS f d can pull i content f feeds ll in t t from your blog or other source – Wordpress widgets or twitter feed. • Facebook Flyers can be accessed from the ‘advertisers’ section at the bottom of your profile page. If you want to reach p p people from Generation Y as employees p y or customers it may be worth reviewing. Copyright Dr Alan Rae 2010 30
  31. 31. Branding to do list • List 50 peop e you need to meet a d how s people eed o ee and o – They can find you – You can get introduced to them – You can collide with them • Use social media to create the scenery – join linkedIn • Build profile join groups contribute – Use PR – Build Collateral library - 7 things you should know – white papers etc – Create a form for people to sign up for these so you can email them – Build Social media profiles – Connect it all together Copyright Dr Alan Rae 2010 31
  32. 32. What next • Visit for details on the services we provide. • If you are interested in Market planning try our free teleclass • If you are interested in Business planning try our free teleclass • Or consider buying one of our e-books at • More information from Alan Rae on 0845 094 0407 alan@howtodobusiness com Copyright Dr Alan Rae 2010 32